" This book investigates the impact of adolescents on consumer behaviour in families, particularly in the light of extensive changes in the socio-cultural environment of India. Young people are considered a primary market of customers. This will have resounding impacts upon the shape of the future market.
" This book investigates the impact of adolescents on consumer behaviour in families, particularly in the light of extensive changes in the socio-cultural environment of India. Young people are considered a primary market of customers. This will have resounding impacts upon the shape of the future market.
Dr Harleen Kaur has served as Assistant Professor of Management at Asra Institute of Advanced Studies, Bhawanigarh, Punjab, India since 2013. She completed her PhD in 2019 at Punjabi University, Patiala. She finished her MBA in HR at RIMT, Mandi Gobindgarh in 2011. She has published around 15 papers in various international journals and conference proceedings. She has published around 16 books. Previously, she served as HR (Executive) at International Farm Fresh Products (India), Ltd, Channo (Bhawanigarh), Punjab, India from 2011 to 2013. Her main research areas are HR, marketing, adolescents' and family buying decision making. She has worked on software, PSAW, MS-Excel (for AHP, TOPSIS, VIKOR) and MS-office. Dr Chandan Deep Singh has been serving as an assistant professor in the Department of Mechanical Engineering at Punjabi University, Patiala, Punjab, India since 2011. He completed his PhD in November 2016 at the same institution. His Master's of technology in manufacturing systems engineering is from the Sant Longowal Institute of Engineering and Technology in Longowal, Sangrur, Punjab, India, completed in 2011. He was awarded his Bachelor's of technology in mechanical engineering in 2009 from Giani Zail Singh College of Engineering and Technology in Bathinda, Punjab, India. He has published around 53 books and guided 55 students in their Master's of technology thesis. He has published around 100 papers in various international journals and conference proceedings. Presently, eight students are working under him for their PhD, and one for his Master's of technology. His main research areas are CAD/CAM, production and industrial engineering, and die-casting. He has worked on software, namely CATIA, ProE, Solid Works, PSAW, MS-Excel (for AHP, TOPSIS, VIKOR), AMOS (in PSAW for SEM), and MATLAB.
Inhaltsangabe
1. Introduction 2. Adolescents' Role in Buying Decision Making 3. Research Methodology 4. Data Analysis and Interpretation 5. Conclusions and Future Scope of Work
1. Introduction 2. Adolescents' Role in Buying Decision Making 3. Research Methodology 4. Data Analysis and Interpretation 5. Conclusions and Future Scope of Work
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