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Young Consumer Behaviour.pdf

Young Consumer Behaviour true
By:Ayantunji Gbadamosi
Published on 2017-11-22 by Routledge


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.

This Book was ranked at 25 by Google Books for keyword Consumer Behavior.

Book ID of Young Consumer Behaviour's Books is hN5CDwAAQBAJ, Book which was written byAyantunji Gbadamosihave ETAG "RCF1RFyaYxM"

Book which was published by Routledge since 2017-11-22 have ISBNs, ISBN 13 Code is 9781351819053 and ISBN 10 Code is 1351819054

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Book which have "434 Pages" is Printed at BOOK under CategoryBusiness and Economics

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