A Study on Adolescence Buying Decision-making Process for Technology Products in Metropolitan City with reference to Bangalore

Abstract

The buying behaviour is changing rapidly with the time and rapidly changing environment. This change has given scope to understand the consumer behaviour. The rapidly changing world and ways consumer is responding to the decision process with the set of variables used earlier and now has evolved the new ways to make decisions. Today the changing family structure and the role played by each member is changing the entire system of decision making. With deep understanding of time and changing family structure for this study we have taken adolescence as a consumer to study the decision process for technology product. While studying the consumer behaviour it is essential to know the characteristic of the consumer and the age. Considering the relevance of category of consumer is important since it will be helping in bring insights on better understanding the decision process adopted by them. Past literature was a great support to understand the decision process, theory and models for consumer behaviour. However, the adolescents were considered as a relevant element in the family decision for purchases. The literature has shown them as influencers in family decision. This research objective is derived from the past literature and changing environment in the past 2 decades in terms of the purchasing behaviour, consumer and environment. The environment is changed drastically that marketers and researchers need to relook at the way purchasing and decisions are made for products.