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Parental consumption pattern-Children as change Agents Joy Athena1, Dr. Koshy Moli P.2 1Research Scholar School of Management Studies Cochin University of Science and Technology, Kochi 2Professor School of Management Studies Cochin University of Science and Technology, Kochi Online published on 2 May, 2018. Abstract This paper attempts to explore the role of children as secondary socialization agents in the consumption process of older generation. Dyadic data were collected for the study by means of in depth interview in order to determine how and to what extent the younger generation plays the role of educating their parents in respect of consumption. The data were analysed using the protocol of phenomenology. From the study, it is evident that in a variety of consumption situations the younger generation plays a significant role in socializing the older generation. Children act as the secondary socialization agents of their parents by creating awareness, generating interest, clarifying doubts and assist the elder generation in the purchase, usage and maintenance situation in different consumption situations. Top Keywords Children, Dyad, Parent, Secondary Socialisation. Top | |
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