Adolescents, Family and Consumer Behaviour: A Behavioral Study of Adolescents in Indian Urban Families

1st Edition

Harleen Kaur, Chandan Deep Singh

Routledge
January 20, 2020 Forthcoming
Reference - 192 Pages - 9 B/W Illustrations
ISBN 9780367408893 - CAT# 333344
Series: Routledge Focus on Business and Management

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Summary

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.

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