What is it about?
The influence of six socialisation agents like parents, peers, Internet, celebrity etc. on the materialism have been studied in teenagers in India.
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Why is it important?
The segment of teenagers is the largest segment of consumers in their present stage and remains consumers even after they grow to their adulthood. They also play the important role of influencers. For marketers it is a very attractive segment. This paper reveals as to how socialisation agents can successfully used to influence the decision making styles of teenagers in India.
Perspectives
The rising trend of materialism gives an opportunity to marketers to sell different products to teenage segment of consumers. This paper connects the influence of parents, celebrities, TV and Internet on the consumer decision making styles to materialistic traits.
Ajoy Kumar Dey
Birla Institute of Management Technology
Read the Original
This page is a summary of: Influence of socialisation agents on the materialism of Indian teenagers, International Journal of Indian Culture and Business Management, January 2016, Inderscience Publishers,
DOI: 10.1504/ijicbm.2016.078040.
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