ADVERTISING INFLUENCE ON CHILDREN IN PURCHASE DECISION MAKING

This book studies the role of Indian children in family purchase decision making process duly considering important consumer socialization factors. This book provides insights for the marketers in identifying the key processes and variables pertinent to the influence of television advertising on children in family purchase decision making in India. This book will aid the marketers in designing marketing communications targeted towards the children. Parents schools and Government can also benefit in formulating the interventions in minimizing the negative effects of television commercials.