Study of Urban Child s Influence on Family Purchase Decisions in Pune

Abstract

newlineChildren were not an important market segment for a long time. The interest of the marketers newlinewas restricted in knowing and understanding how children learnt consumer skills, acquired newlinemarket knowledge and become consumers when newlinethey grow up. This led to the development of newlineConsumer Socialization or the process by which children acquire skills and knowledge to newlinebecome consumers.