Young Consumer Behaviour

A Research Companion

Business & Finance, Marketing & Sales, Research, Consumer Behaviour
Cover of the book Young Consumer Behaviour by , Taylor and Francis
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: ISBN: 9781351819053
Publisher: Taylor and Francis Publication: November 22, 2017
Imprint: Routledge Language: English
Author:
ISBN: 9781351819053
Publisher: Taylor and Francis
Publication: November 22, 2017
Imprint: Routledge
Language: English

Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.

Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.

Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions where applicable. Hence, the landscape of young consumer behaviour is changing.

Young Consumer Behaviour: A Research Companion focusses on exploring the behaviour of young consumers as individuals and societal members. The chapters address different aspects of consumption activities of children as individuals like motivation, involvement, perception, learning, attitude, the self, and personality. Similarly, chapters on consumer behaviour in social settings contextualised to young consumers including culture, sub-culture, family, and groups are incorporated into the book. This book fills a gap in the literature by addressing the dynamics of consumption patterns of this consumer group, in relation to various marketing stimuli and different stakeholders. It combines eclectic perspectives on the topic and specifically, bridges the gap between historical perspectives and contemporary issues.

Building on the extant literature in the field of marketing and consumer behaviour, this book is a compendium of research materials and constitutes an essential reference source on young consumer behaviour issues with both academic and managerial implications.

More books from Taylor and Francis

Cover of the book Music Therapy by
Cover of the book An Introduction to Tourism and Anthropology by
Cover of the book Literary Dollars and Social Sense by
Cover of the book Sustaining Domestic Budget Deficits in Open Economies by
Cover of the book White Lies by
Cover of the book The New York School Poets and the Neo-Avant-Garde by
Cover of the book News and Politics by
Cover of the book 'Making Sense' of Human Resource Management in China by
Cover of the book Classroom Authority by
Cover of the book Housing Need and the Need for Housing by
Cover of the book The Knowledge Web by
Cover of the book Sport, Leisure and Social Justice by
Cover of the book Making a Difference by
Cover of the book A Handbook of Process Tracing Methods by
Cover of the book The Flexible Economy by
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy