A Study on Adolescence Buying Decision making Process for Technology Products in Metropolitan City with reference to Bangalore

Abstract

ABSTRACT newlineThe buying behaviour is changing rapidly with the time and rapidly changing newlineenvironment. This change has given scope to understand the consumer behaviour. The newlinerapidly changing world and ways consumer is responding to the decision process with newlinethe set of variables used earlier and now has evolved the new ways to make decisions. newlineToday the changing family structure and the role played by each member is changing newlinethe entire system of decision making. With deep understanding of time and changing newlinefamily structure for this study we have taken adolescence as a consumer to study the newlinedecision process for technology product. While studying the consumer behaviour it is newlineessential to know the characteristic of the consumer and the age. Considering the newlinerelevance of category of consumer is important since it will be helping in bring insights newlineon better understanding the decision process adopted by them. Past literature was a newlinegreat support to understand the decision process, theory and models for consumer newlinebehaviour. However, the adolescents were considered as a relevant element in the newlinefamily decision for purchases. The literature has shown them as influencers in family newlinedecision. newlineThis research objective is derived from the past literature and changing environment in newlinethe past 2 decades in terms of the purchasing behaviour, consumer and environment. newlineThe environment is changed drastically that marketers and researchers need to relook newlineat the way purchasing and decisions are made for products. newlineWith the emergence of technology, the variables effecting the purchase decision is newlinechanging and along with the buying patterns of family. The role of adolescence and newlinetheir capacity to influence the buying decision to play a role of ultimate decision maker newlinehas given a huge scope to understand the process adopted by this segment. newlineiii newlineThis research is evaluating the decision process with the help of past consumer decision newlinemodel and the variables influencing in today s time considering technology products.