• Citer

Young Consumer Behaviour A Research Companion: Children’s consumer behaviour in developing countries in the twenty-first century

par Tshikovhi, Ndivhuho
Référence Children’s consumer behaviour in developing countries in the twenty-first century, Routledge, London, UK, Ed. 2, page (454)
Publication Publié, 2017-11-22

Partie d'ouvrage collectif

• Accès en ligne
• Détails
• Contenu
• Statistiques

Résumé :

Consumption is a universal phenomenon; it permeates virtually all aspects of society. Irrespective of our status, age, gender, lifestyle or nationality, we consume one product or another (Gbadamosi, 2016, p. 1). These consumption decisions are linked to the values we derive from being members of the society and environment; these shape our needs and our decisions. Consumer behaviour is a discipline in the social sciences, which deals with why consumers buy, or do not buy, products or services. Solomon et al. (2013, p. 15) define consumer behaviour as the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to satisfy needs and desires. Consumers are all different in many ways demographically, emotionally, culturally or in other ways – hence they act differently to the same stimulus (Calvert, 2008; Gbadamosi, 2016). The shift to a modern lifestyle and globalisation in the twentyfirst century has made massive contribution to the children’s consumer behaviour phenomenon in developing countries. Although the term ‘developing countries’ has received several backlashes recently, it is still commonly used to define countries with low income per capita of population. Akam and Muller (2013, as cited by Gbadamosi, 2016) similarly define developing countries as nations characterised by a lower stage of development compared to industrialised countries in terms of economy, politics and sociocultural issues (Ogbah, 2011).