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Young Consumer Behaviour: A Research Companion

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Young Consumer Behaviour: A Research Companion - Gbadamosi, Ayantunji (Editor)
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Although one perspective depicts young consumers as vulnerable and passive in the marketplace system, our knowledge of this consumer group will be inadequate if limited to this contention. Their roles and relevance in family consumption activities are becoming increasingly profound. Available evidence shows that they cannot be ignored in the marketplace dynamics as they consume goods and services in their households and are involved in various other active roles in their household consumption including making decisions ...

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Young Consumer Behaviour: A Research Companion 2017, Routledge, London

ISBN-13: 9780415790086

Hardcover

Young Consumer Behaviour: A Research Companion 2017, Routledge, London

ISBN-13: 9780415790093

Paperback