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Consumer Behavior : A Digital Native
book

Consumer Behavior : A Digital Native

by Don E. Schultz, Jagdish Sheth, Varsha Jain
June 2019
Beginner content levelBeginner
480 pages
20h 15m
English
Pearson Education India
Content preview from Consumer Behavior : A Digital Native
Cultural Influence 243
Importance of Children in Decision-making
Children have an important role to play in the decision-making process at all the stage such
as acquisition, usage, and disposition. More specifically, they have a significant influence on
the choice of certain product categories such as breakfast cereals, cars, snacks, technology,
vacations and so on. However, the children’s influence would be lesser if the parents are tradi-
tional and conservative. Further, if there is a single parent, children influence would be higher.
If the children were adolescents, their influence would again have an increased influence on
the decisions. This ...
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Publisher Resources

ISBN: 9789353941468