Impact of Socialization on Children’s Purchase Behaviour: A Study in Indian Context
Journal Title: International Journal of Business and Management Invention - Year 2017, Vol 6, Issue 9
Abstract
Globalization has paved way to market expansion which poses great challenge marketers due to with its dynamic nature which has redefined marketing and consumers to a great extent. Consumer behaviour literature has been trying to understand consumers and their decision making activities in a new perspective. Family as a decision making unit has experienced a lot of changes due to changing socio-cultural outlook and the onslaught of technology. One of the most visible and important change that happened in family decisionmaking is the emergence of children as main stream decision-makers in 1990 onwards. The vital role socialization process as a learning procedure have been shaping children’s beliefs and attitudes about market and products which redefines family purchases. The interplay of socialization agents like family and peers, media, and technology has contributed to the phenomenon of Children as decision-makers due to their high level of market knowledge and expertise. The inter-connect between the learner (children) and the learnt (family) in family decision-making have opened opportunities for marketers to understand and devise marketing strategies to influence them. Children’s raise as three important markets i.e. the current market, an influential market and the future market has garnered lot of attention from consumer researchers and marketers alike which makes this study more attractive and challenging.
Authors and Affiliations
Swapna Menon1 ,, Prof. P. Gahan2 ,, Prof. S. S. Mahapatra3
Keywords
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