Children As New-Age Consumers (Hardcover) | Released: 2011

This book titled ????UKPChildren as new age consumers?????? is the research based book aimed to provide valuable information and date to parents, media houses, marketers and researchers. Interactions with kids opened a Pandora's Box. Consumer socialization, middle class explosion, media invasion, brand awareness, peer pressure and mall culture all seem to have profound influence on kids. This has transformed them into knowledgeable and expert buyers who are pint sized consultants to their parents. This makes children's market extremely lucrative and profitable, so much so that, marketers are falling over each other to grab the attention and mind share of these little consumers. Children are going through the phase of ????UKPtoo many things too early in life?????? or ????UKPbeen there and done that?????? syndrome. These privileged set of children have got everything on a platter without having to work hard for it. Their aspiration levels have gone high and they have next levels of aspirations ready even before he first set is fulfilled. They feel it is their birth right to interfere in every decision making, be it a soft drink, a shampoo or a mobile phone. This generation will soon reach a saturation point where nothing will excite them anymore. Hence this book is an overview of consumer behaviour, with different chapters dedicated to different aspects of children as consumers. Consumer socialization and media invasion are two important concepts which influence buying behaviour of children. Mall culture is another aspect that steadily has become an integral part of our life. As an afterthought, marketing of goods, especially for children, as a chapter was conceptualized thus giving importance to marketer's view point.About the AuthorDr. G. Y. Shitole is presently working as a Professor and Head of the Department of Commerce at S.N.D.T. Women's University, Mumbai 400 020. Dr. Shitole is a senior faculty member with nearly three decades of teaching experience. He is a recognized Ph.D. Guide of SNDT Women's University as well as Yashwantrao Chavan Maharashtra Open University, Nasik. He is also Chairman, Board of Studies in Commerce, S.N.D.T. Women's University, Mumbai. Dr. Shitole in his vast career has several laurels to his credit including the Best Teacher Award and Best Author Award given by Maharashtra State Commerce Teachers' Association for the year 2009 and 2010 respectively. He has authored several text books and reference books. He has more than thirty nine research papers that have been published in national and international journals. He has presented research based papers in seminars and conferences organized by esteemed Universities in India as well as abroad. He is an inspirational teacher and has been guiding number of students for M. Phil. and research scholars for Ph.D. in Commerce. Dr. Shubhangi Kulkarni is presently working as an Assistant Professor in Commerce in Smt. M. M. P. Shah College of Arts and Commerce, Mumbai. A post graduate from Goa University, she has done her Ph. D. in Commerce from SNDT Women's University that focused on Impact of Consumer Behaviour on Buying Decisions of Children in Mumbai Metro Region??????. She has written and published several research papers and articles in renowned magazines and journals. She has presented various research papers in National and International Seminars. A first class student throughout her career, she has been teaching Advertising, Marketing and Research Methodology, for more than a decade at undergraduate and postgraduate level. She is also currently coordinating the PG course (M. Com.) of her college.