Adolescents, Family and Consumer Behaviour

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Focusing on adolescents as key influencers in family consumer behavior, this book explores their significant role within the evolving socio-cultural landscape of India. It highlights how young people's preferences and values are shaping market trends, suggesting that their impact will be crucial for the future of consumerism. The investigation delves into the dynamics between youth and family purchasing decisions, providing insights into emerging market patterns driven by the younger generation.