CHILDREN'S BUYING BEHAVIOUR IN ONLINE SHOPPING: A LITERATURE REVIEW OF FLIPKART AND AMAZON

Children are becoming increasingly aware of online shopping. With the growing shift of the population toward digitalmedia, children have emerged as an important segment of consumers. In India, Flipkart and Amazon are the most commonly usedonline shopping platforms, covering all types of consumers, including children. The present study aims to examine the market positionof Flipkart and Amazon with reference to children’s buying behaviour study is based on secondary data collected from academicjournals, research papers, books, and credible online sources. The findings of the study suggest that the strong market positioning ofFlipkart and Amazon, along with multiple influencing factors, collectively shape children’s online buying behavior on these platforms.The study concludes that the dominant market presence of Flipkart and Amazon, combined with various cultural, social, personal, andsituational factors, significantly affects children’s online buying behavior. The research provides useful insights for parents, marketers,and future researchers, while also acknowledging the limitations associated with secondary data–based studies.