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Socialization Agents on Adolescent Consumer Vulnerability: Moderating role of Social Structures: with reference to Franchised Fast-Food Industry in Sri Lanka - Softcover

Nishadi, G. P. K.

 
9786208064822: Socialization Agents on Adolescent Consumer Vulnerability: Moderating role of Social Structures: with reference to Franchised Fast-Food Industry in Sri Lanka
Softcover
ISBN 10: 6208064821 ISBN 13: 9786208064822
Verlag: LAP LAMBERT Academic Publishing, 2024

Inhaltsangabe

Adolescents are considered a highly vulnerable customer group owing to their overconsumption of fast food, and existing scholars suggest that socialization agents play a prominent role in adolescent nutritional knowledge and purchasing preferences. Additionally, the current literature highlights that the consumption of fast food varies with social structures. Within this backdrop, the study aimed to analyze the moderating role of social structures on socialization agents and adolescent consumer vulnerability, due to the scarcity of existing studies relevant to the field. Primary data were collected from 910 adolescents studying in national government schools in Sri Lanka based on a stratified random sampling method. Results indicated that the five socialization agents; Peers, Parents, TV advertisements, the Internet, and Retailers-have a positive influence on adolescent consumer vulnerability in the Sri Lankan franchised fast-food industry, proving the first five hypotheses. Further, hypothesis six, seven, eight and nine were also proved, revealing that Family Income, Mother's Employment, Area Structure and Family Structure significantly moderates the above direct relationship.

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Über die Autorin bzw. den Autor

Je vous remercie de l'intérêt que vous portez à mes recherches. J'étudie le phénomène de la vulnérabilité des consommateurs adolescents du point de vue de la socialisation. Mes domaines de recherche comprennent la vulnérabilité des consommateurs, la socialisation des consommateurs et l'acculturation.

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Verlag
LAP LAMBERT Academic Publishing
Erscheinungsdatum
2024
Sprache
Englisch
ISBN 10 
6208064821
ISBN 13 
9786208064822
Einband
Taschenbuch
Anzahl der Seiten
300
Kontakt zum Hersteller
Fromm
customerservice@vdm-vsg.de

Brivibas gatve 197
Riga
1039
Lettland