Role of Family in Consumer Socialization of Children- A Review

Abstract

In today's busy world, parents spend less time with their children and more so, changes taking place in the socio-cultural environment are allowing children to become more involved in the decision-making process. This is because of Cognitive and social development of children in understanding and performing consumer role. Various factors are involved in this change of consumer behaviour of children such as media, peers, family etc. These factors are responsible for the children to be socialized as consumers and known as consumer socialization agents. Hence, the objective of the research is to understand the influence of family on consumer socialization of children. Extensive literature has been done to conduct this research