This book investigates the impact of adolescents on consumer behaviour in families, particularly in the light of extensive changes in the socio-cultural environment of India. The composition, behaviour, and values of Indian families are unique, and, thus, so are the influences on adolescents. Young people are considered a primary market of customers, equipped with both their own money and that of their parents. This will have resounding impacts upon the shape of the future market.
This book is valuable reading for students and practitioners worldwide.
1. Introduction; 2. Adolescents' Role in Buying Decision Making; 3. Research Methodology; 4. Data Analysis and Interpretation; 5. Conclusions and Future Scope of Work
The fields of business and management have grown exponentially as areas of research and education. This growth presents challenges for readers trying to keep up with the latest important insights. Routledge Focus on Business and Management presents small books on big topics and how they intersect with the world of business research.
Individually, each title in the series provides coverage of a key academic topic, whilst collectively, the series forms a comprehensive collection across the business disciplines.