Consumer socialization agents for young children: An exploratory study
Although marketers in South Africa are beginning to realise that the youth market is a segment that cannot be ignored, only a limited number of studies have thus far been conducted to examine the consumer behaviour of children. The relevance of this topic to South African marketers suggests the need...
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doaj-cb54f0740a6a459690c3273cc4ab6f732020-11-25T01:05:14ZengAOSISSouth African Journal of Economic and Management Sciences1015-88122222-34362001-06-014227428510.4102/sajems.v4i2.2642766Consumer socialization agents for young children: An exploratory studyErnest North0Brenda Poggio1Department of Marketing and Communication Management, University of PretoriaDepartment of Marketing and Communication Management, University of PretoriaAlthough marketers in South Africa are beginning to realise that the youth market is a segment that cannot be ignored, only a limited number of studies have thus far been conducted to examine the consumer behaviour of children. The relevance of this topic to South African marketers suggests the need for research in this field. The purpose of this article is to report the findings of an exploratory study conducted to determine the role or influence of consumer socialization agents in the buying behaviour of primary school children, 9-11 years of age. A broad overview of the nature and processes of consumer socialization is provided, as well as of research conducted in this field over the past few decades. Some important marketing implications are also suggested.https://sajems.org/index.php/sajems/article/view/2642 |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Ernest North Brenda Poggio |
spellingShingle |
Ernest North Brenda Poggio Consumer socialization agents for young children: An exploratory study South African Journal of Economic and Management Sciences |
author_facet |
Ernest North Brenda Poggio |
author_sort |
Ernest North |
title |
Consumer socialization agents for young children: An exploratory study |
title_short |
Consumer socialization agents for young children: An exploratory study |
title_full |
Consumer socialization agents for young children: An exploratory study |
title_fullStr |
Consumer socialization agents for young children: An exploratory study |
title_full_unstemmed |
Consumer socialization agents for young children: An exploratory study |
title_sort |
consumer socialization agents for young children: an exploratory study |
publisher |
AOSIS |
series |
South African Journal of Economic and Management Sciences |
issn |
1015-8812 2222-3436 |
publishDate |
2001-06-01 |
description |
Although marketers in South Africa are beginning to realise that the youth market is a segment that cannot be ignored, only a limited number of studies have thus far been conducted to examine the consumer behaviour of children. The relevance of this topic to South African marketers suggests the need for research in this field. The purpose of this article is to report the findings of an exploratory study conducted to determine the role or influence of consumer socialization agents in the buying behaviour of primary school children, 9-11 years of age. A broad overview of the nature and processes of consumer socialization is provided, as well as of research conducted in this field over the past few decades. Some important marketing implications are also suggested. |
url |
https://sajems.org/index.php/sajems/article/view/2642 |
work_keys_str_mv |
AT ernestnorth consumersocializationagentsforyoungchildrenanexploratorystudy AT brendapoggio consumersocializationagentsforyoungchildrenanexploratorystudy |
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