Consumer socialization of children in modern family

Abstract

The research presented in this paper is based on the behavior of a specific segment of consumers - specific for its psychological as well as economic characteristics - segment of kids (children) as consumers. Therefore, the kids as consumers and their influence in family decision making process, in the framework of modern ('new') families, are the subject of this research. The aim of the paper is analyising the importance of family as the main driving force of consumer socialization of children in which kids achieve more significant and active participation in making purchasing decisions. Results of empirical research, presented in this paper, are in line with the findings of foreign authors with regards to influence of children in family decision making.

Keywords

• 'new family'
• consumer socialization
• family purchase
• kids consumers