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" Young consumer behaviour : "
edited by Ayantunji Gbadamosi.
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BL
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| Record Number
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877576
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| Title & Author
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Young consumer behaviour : : a research companion /\ edited by Ayantunji Gbadamosi.
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| Publication Statement
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Milton Park, Abingdon, Oxon ;New York, NY :: Routledge, Taylor & Francis Group,, 2018.
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, ©2018
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| Page. NO
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1 online resource (xix, 433 pages) :: illustrations
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| ISBN
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1315213591
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: 1351819046
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: 1351819062
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: 9781315213590
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: 9781351819046
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: 9781351819060
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0415790085
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0415790093
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1351819046
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1351819054
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9780415790086
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9780415790093
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| Bibliographies/Indexes
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Includes bibliographical references and index.
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| Contents
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Introduction and theoretical background -- The changing landscape of young consumer behaviour -- Young consumers as individuals -- Children's consumer perception -- Learning and consumer socialization in children -- Young consumers' motivation and involvement : uses and gratifications perspective -- Exploring personality, identity and self-concept among young consumers -- Attitudes and persuasion in young consumer behaviour -- Young consumers and marketing strategies -- Brand, branding, and brand culture among young consumers -- Pricing, income, and brand symbolism : exploring young consumers¿ understanding of value -- The young ones, shopping and marketing channels : what actually shapes their mind? -- Marketing communications and the young consumer : evidence from a developing country -- Digital marketing and the young consumer -- Services and relationship marketing : perspectives on young consumers -- Segmenting the children's market -- Amplifying the voices of young consumers in food advertising research -- Young consumers in social and cultural contexts -- Reference groups and opinion leadership in children's consumption decisions -- Youth subcultural theory : making space for a new perspective -- Young consumer misbehaviour -- Faith, religion and the young consumer -- Children consumer behaviour in developing countries in the 21st century -- Social marketing and consumerism : perspectives on young consumers -- Social marketing and the protection of the young consumer -- Consumerism and consumer protection : a focus on young consumers -- Index.
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| Abstract
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"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 stakeholdifers. 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."--Provided by publisher.
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Child consumers.
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Consumer behavior.
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BUSINESS ECONOMICS / Industrial Management.
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BUSINESS ECONOMICS / Management Science.
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BUSINESS ECONOMICS / Management.
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BUSINESS ECONOMICS / Organizational Behavior.
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| Subject
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Child consumers.
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Consumer behavior.
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| Dewey Classification
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658.8/342083
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| LC Classification
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HF5415.332.C45
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| Added Entry
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Gbadamosi, Ayantunji
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