Children constitute an important target market segment and merit attention from a marketing
perspective. The role that children play in making decisions concerning the entire family unit …

Family as a consuming and decision making unit is a central phenomenon in marketing and
consumer behavior. However, in the recent past, there has been a decline in interest in …

Purpose–The purpose of this paper is to empirically substantiate if the forces of globalization
are impacting consumer culture and behavioral traits in a developing country (India) …

Consumer behavioural traits or characteristics are the most imperative part in the study of
consumer behaviour. Researchers and marketers have always been interested in …

Based on a survey administered to 346 parent‐child dyads, regression analysis and ANOVA
analysis were employed to analyze the impact of the internet on teenagers' influence on …

The primary goal of this study was to examine the applicability of preference‐based
segmentation for a broad array of meals in the context of teenagers. A representative sample …

Vietnam is undergoing a rapid transformation to a more prosperous society. This article
analyzes household decision making in a transforming economy that has undergone …

Modern pazarlama yaklaşımı, tüketicilerin farklı özelliklerini de göz önüne alarak, talepler ve
ihtiyaçlar üzerine odaklanmaktadır. Tüketicileri alışverişe yönlendiren nedenlerin tespiti ve …

This paper seeks to explore whether predisposition towards foreign brands and consumer
acculturation would differ across demographic segments in an emerging market (India) …

Purpose–The purpose of this paper is to study the extent of behavioral acculturation of
consumer culture (B‐ACC) and attitudinal acculturation of consumer culture (A‐ACC) among …