Adolescents, Family and Consumer Behaviour : A Behavioural Study of Adolescents in Indian Urban Families

Buying decision making is a complicated process, in which a consumer’s decision is under the influence of others. The buyer’s decision making is directed in such a way that they must act as a consumer in society. Media and family are key socializing agents for adolescents. Moreover, changes in the socio-cultural environment in India necessitate that adolescents’ influence in family’s buying decision making should be investigated. In comparison to Western society, Indian society is quite different when compared in terms of family composition and structure, behavior, values and norms which impact adolescents’ buying decision making.

Adolescents, Family and Consumer Behaviour studies the role of consumer socialization agents for adolescents, examining socio-economic factors that influence adolescents’ buying decision making in Indian urban families. It aims to discover the influence tactics that adolescents employ and to qualitatively analyse how marketers in turn influence adolescents. It addresses the topics with regard to strategic management and marketing and will be of interest to researchers, academics, practitioners, and students in the fields of management, entrepreneurship, small business management, and human resource management.

Dr Harleen Kaur has served as Assistant Professor of Management at Asra Institute of Advanced Studies, Bhawanigarh, Punjab, India since 2013. She completed her PhD in 2019 at Punjabi University, Patiala. She finished her MBA in HR at RIMT, Mandi Gobindgarh in 2011. She has published around 15 papers in various international journals and conference proceedings. She has published around 16 books. Previously, she served as HR (Executive) at International Farm Fresh Products (India), Ltd, Channo (Bhawanigarh), Punjab, India from 2011 to 2013. Her main research areas are HR, marketing, adolescents’ and family buying decision making. She has worked on software, PSAW, MS-Excel (for AHP, TOPSIS, VIKOR) and MS-office.

Dr Chandan Deep Singh has been serving as an assistant professor in the Department of Mechanical Engineering at Punjabi University, Patiala, Punjab, India since 2011. He completed his PhD in November 2016 at the same institution. His Master’s of technology in manufacturing systems engineering is from the Sant Longowal Institute of Engineering and Technology in Longowal, Sangrur, Punjab, India, completed in 2011. He was awarded his Bachelor's of technology in mechanical engineering in 2009 from Giani Zail Singh College of Engineering and Technology in Bathinda, Punjab, India. He has published around 53 books and guided 55 students in their Master’s of technology thesis. He has published around 100 papers in various international journals and conference proceedings. Presently, eight students are working under him for their PhD, and one for his Master's of technology. His main research areas are CAD/CAM, production and industrial engineering, and die-casting. He has worked on software, namely CATIA, ProE, Solid Works, PSAW, MS-Excel (for AHP, TOPSIS, VIKOR), AMOS (in PSAW for SEM), and MATLAB.