Buying decision making is a complicated process, in which a consumer’s decision is under the influence of others. The buying decision making is directed in a way that they must act as customers in the 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 is quite different when compared in terms of family composition and structure, behavior, values and norms which impact adolescents’ buying decision-making.
This book 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.
1. Introduction; 2. Adolescents' Role in Buying Decision Making; 3. Research Methodology; 4. Data Analysis and Interpretation; 5. Conclusions and Future Scope of Work
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