ROLE OF FAMILY IN CONSUMER SOCIALIZATION OF CHILDREN: LITERATURE REVIEW
Keywords:
consumer socialization, children, India, familyAbstract
Children have been identified as an important consumer segment. Research on Consumer Socialization of children has led to impressive findings over the years. However majority of the research on the topic has been done in North America and Europe. At the same time India has witnessed enormous changes in the last decade. As per Indian Census 2001it is a young nation with 36% of its population below the age group of 15 years. The changing family profile, rising disposable incomes, exposure to information has changed the family equations. Research done in trying to understand the socialization of Indian child is very limited. Research has shown that there are two major classes of socialization agents for children: the cognitive factors and the social factors. While cognitive factors are age related , the social factors cover family, media and peers. The paper critically examines the research done in the last three decades to understand the influence of family on consumer socialization of children, define the implications and the road ahead with India as focus.
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