Adolescents, Family And Consumer Behaviour

Buying decision making is a complicated process, in which a consumerâs decision is under the influence of others. The buyerâs 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 adolescentsâ influence in familyâs 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 adolescentsâ buying decision making.

Adolescents, Family and Consumer Behaviour studies the role of consumer socialization agents for adolescents, examining socio-economic factors that influence adolescentsâ 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.