Overview

What really drives family purchasing decisions in today's fast-changing consumer world? The answer may surprise you-adolescents.Next-Gen Consumers: Adolescent Perspectives and Their Impact on Family Purchases uncovers the powerful and often underestimated role of young individuals in shaping household buying behavior. No longer passive observers, adolescents are emerging as key influencers-impacting everything from everyday essentials to brand preferences and final purchase decisions.Grounded in an in-depth study conducted across Haryana, this book blends real-world insights with strong analytical research to reveal how adolescent opinions are formed, how they interact with parents, and how their choices are shaped by modern marketing channels such as social media, advertising, and peer influence.Whether it's choosing beverages, stationery, or lifestyle products, adolescents are actively steering the decision-making process-making them a crucial segment for businesses and marketers to understand.Designed for researchers, academicians, marketers, and industry professionals, this book offers a fresh perspective on evolving consumer dynamics. It provides practical insights and strategic direction for those looking to engage the next generation of consumers more effectively.If you want to stay ahead in today's competitive market, understanding the voice of adolescents is no longer optional-it's essential.

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