�Mothers� Socio–Economic Circumstances and  Consumer Socialisation Outcome of College Going  Girls towards Fashion Products�

Priyanka Pegu; Dr. Brajesh Kumar

Volume : III, Issue : II, February - 2013

�Mothers� Socio–Economic Circumstances and Consumer Socialisation Outcome of College Going Girls towards Fashion Products�

Priyanka Pegu, Dr. Brajesh Kumar

Abstract :

Among other social units mothers are considered as the most immediate agent in inculcating consumer beliefs and habits on their children more importantly in teaching adolescents the ‘Rational’ aspects of consumption behaviour. However, the influence of mother in the consumer socialisation of children does not function identically and differ (among other factors) largely with the economic and social status of the mothers. This article is an attempt to test empirically the validity of differential influence of mothers’ socioeconomic circumstances in the consumer socialisation outcome of the college going girls towards fashion products on three important counts viz., mothers’ education, mothers’ occupation and mothers’ income. For this purpose primary data were collected randomly from the college going girls in Silchar Town with the help of a questionnaire technically designed for the purpose. The results obtained suggest that difference in the socioeconomic status of the mothers attributed differences in the consumer socialisation outcomes of their daughters towards consumption of fashion products.