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Books > Business & Economics > Business & management > Business strategy
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Adolescents, Family and Consumer Behaviour - A Behavioural Study of Adolescents in Indian Urban Families (Hardcover)
Loot Price: R1,715
Discovery Miles 17 150
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Adolescents, Family and Consumer Behaviour - A Behavioural Study of Adolescents in Indian Urban Families (Hardcover)
Series: Routledge Focus on Business and Management
Expected to ship within 12 - 17 working days
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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.
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