Prioritization of Consumer Socialization Factors With Respect To Indian Children

Dr. T. Mallikarjuna Raju

Abstract


Children are exposed to many socialization factors in a complex environment and acquire consumer knowledge. This paper provides insights about the contribution of influencing factors parents, family communication patterns, siblings, neighbor kids, and classmates in purchase decision making and underlying relationships among the factors. This result will help the marketers to focus their marketing efforts on the most influential factors. Parents influence ranked first followed by concept oriented family communication, siblings influence, classmates influence, socio-oriented  family  communication,  and  neighbor kids influence.

 

KEYWORDS:

Consumer socialization factors, Family communication patterns, Concept oriented family communication, Socio-oriented family communication, Family influence


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