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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/342

Title: Marketing and its impact on vulnerable consumer groups like children, adolescents etc.
Authors: Khadir, Fezeena
Keywords: vulnerable Consumer
Marketing Impact on Adolescents
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: Childhood and Adolescence are a highly volatile market and for the same reason is that which is most sustainable. They reach and outgrow these phases of life even before they know they are there. Spending on these age groups by parents as compared to their higher age groups are intrepid for the fear they will miss out on the best things for their most memorable days. Most of the commodities last longer than the time the child remains in that age. So satisfaction about the product is always surplus to the cent. This is a study to elicit the impact of marketing on vulnerable consumer groups like children and adolescents. Most of the information conveyed through the study are views of the author under the light of experiences and perceptions. Though these vulnerable groups gain a lot from the marketing activities of corporates, this study chiefly addresses the flip side of the story. It is true that they become more socially acceptable among their peer groups, improve their vocabulary a...
Description: PART VI – CONSUMER MARKETS & MARKETING |Pages 433-441|
URI: http://hdl.handle.net/2259/342
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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