Adolescents, Family and Consumer Behaviour

Autor/en: Kaur Harleen
A Behavioural Study of Adolescents in Indian Urban Families
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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.

ISBN: 978-1-03-223905-7
GTIN: 9781032239057
AutorKaur Harleen / Singh, Chandan Deep
VerlagTaylor and Francis
EinbandKartonierter Einband (Kt)
Erscheinungsjahr2021
Seitenangabe202 S.
AusgabekennzeichenEnglisch
Abbildungenschwarz-weiss Illustrationen
MasseH21.6 cm x B13.8 cm 244 g
ReiheRoutledge Focus on Business and Management

Alle Bände der Reihe "Routledge Focus on Business and Management"

Über den Autor Kaur Harleen

Dr. Harleen Kaur research focuses on the development and characterization of large molecules, particularly monoclonal antibodies (mAbs) and bringing therapeutic molecules from early discovery and research stage to commercialization. Dr Kaur has previously worked for AstraZeneca and WuXi Biologics in the United States and has extensive experience in the development and testing of biologics as therapeutic molecules in a highly regulated environment. She earned her undergraduate degree from Guru Gobind Singh Indraprastha University, India, and PhD degree from the National University of Singapore, Singapore. Dr Kaur is the author of many peer-reviewed publications and book chapters in the area of antibody characterization and aptamers. She is also the lead editor of the book titled "Monoclonal Antibodies: Physicochemical Analysis” that was published by Elsevier.

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