Materialism among Adolescent: Understanding Conceptual Framework and Imperatives for Marketers and Society for New Horizons

Abstract

Introduction of new product markets, plethora of product variants in terms of brands and subbrands,changing GATT/WTO regime, mass customization and privatization has caused breaknecking competition for the marketers of the various products and services in India. In thrust of having big pie in terms of market share, marketers play various gimmicks and do not hesitate in delivering wrong commitments, poor quality and absurd hammering of marketing ideas. Children and adolescents have always occupied a distinct place in Indian society and within the family system, and interdependency among family members tends to last much longer than in many developed and developing nations (Madan, 1990; Simhadri, 1989). Even today, parents remain the primary socializers of children and youth in ways that are unparalleled in many regions of the world (Gupta, 1987; Shukla, 1994). Thus, a healthy and supportive family environment is likely to be critical to the development of adolescent competence. Moreov...