Intergeneration differences in consumer behavior: Some evidence from a Developing Country

Investigation of consumer socialization processes provide insights into the learning of consumer skills and values. A study conducted in India reveal that children may be important sources of information and this role needs to be specifically fostered. Parents, especially mothers, may not be “rational” socializing agents. These findings contrast with those from socialization studies conducted in affluent societies such as the United States. These differences in socializing influences reflect to some degree differences in levels of economic development. However, they have implications for socialization research and policies in both types of economies.