oa South African Journal of Economic and Management Sciences - Consumer socialization agents for young children: an exploratory study
|Article Title||Consumer socialization agents for young children: an exploratory study|
|© Publisher:||University of Pretoria|
|Journal||South African Journal of Economic and Management Sciences|
|Affiliations||1 Department of Marketing and Communication Management, University of Pretoria|
|Publication Date||Jun 2001|
|Pages||274 - 285|
|Keyword(s)||3 29, Buying behaviour, Children, Consumer behaviour, Consumer socialization, Consumer socialization agents, Economics, JEL, Marketing, School children and Young children|
ISI Social Science
Although marketers in South Africa are beginning to realise that the youth market is a segment that cannot be ignored, only a limited number of studies have thus far been conducted to examine the consumer behaviour of children. The relevance of this topic to South African marketers suggests the need for research in this field. The purpose of this article is to report the findings of an exploratory study conducted to determine the role or influence of consumer socialization agents in the buying behaviour of primary school children, 9-11 years of age. A broad overview of the nature and processes of consumer socialization is provided, as well as of research conducted in this field over the past few decades. Some important marketing implications are also suggested.
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