Adolescents Family And Consumer Behaviour A Behavioural Study Of Adolescents In Indian Urban Families | Business

Buying decision making is a complicated process in which a consumer’s decision is under the influence of others. The buyer’s decision making is directed in such a way that they must act as a consumer in society. Media and family are key socializing agents for adolescents. Moreover changes in the socio-cultural environment in India necessitate that adolescents’ influence in family’s buying decision making should be investigated. In comparison to Western society Indian society is quite different when compared in terms of family composition and structure behavior values and norms which impact adolescents’ buying decision making. Adolescents Family and Consumer Behaviour studies the role of consumer socialization agents for adolescents examining socio-economic factors that influence adolescents’ buying decision making in Indian urban families. It aims to discover the influence tactics that adolescents employ and to qualitatively analyse how marketers in turn influence adolescents. It addresses the topics with regard to strategic management and marketing and will be of interest to researchers academics practitioners and students in the fields of management entrepreneurship small business management and human resource management. |Adolescents Family and Consumer Behaviour A Behavioural Study of Adolescents in Indian Urban Families | Business