Family is one of the most important socio-cultural factors which reflects on a man's behavior. Contemporarily, young people demonstrate much more market activity. Except for doing shopping, they also play roles of advisors who influence choices of individual members of households. Most often, in...

With the growing number of nuclear families that have a higher disposable income, and a willingness to spend for disparate reasons possibly on the only child in the family, children are unquestionably emerging as a critical market segment that marketers would do well to target. However, while...

Chinese children’s consumer behavior and their influence on the consumer behavior of their parents are examined in a manner that allows comparisons with major findings reported seven years ago. Most noticeable differences are that the children’s income has doubled and their spending has...

In 2002, Story et al . proposed an ecological model for understanding the individual and environmental factors that influence young consumers’ eating behaviors. The theoretical framework suggests that eating behavior is a function of four levels of influence: individual, interpersonal,...