Decision Making Among The Young : A Socialization Perspective

Abstract

The objective of this study was to determine the influence of the socialization agents-parents, peer groups, televisions, and newspaper-on decision making of the young consumers. A total of 243 students participated in the study. Self-constructed question-naire was used as a research instrument for collection of data in this study. Descriptive statistics and a chi-square test were used in the analysis of data. The result of the study revealed that thai adolescents consulted various sources of information, depending on product types, in making decision to buy; the most important sources are their parents and peer groups. They used several criteria in evaluating the products, notable among which are quality and price. Thai adolescnts would rather shop with peers than shop alone. For more expensive commodities, however, they prefer to buy them with their family members. When asked about their perception as to who dominated the consumer decision making in the house. They perceived that fathers did in some occations and mothers did in others, depending on product types and/or activeites. For those important family economic and social activities, joint decisions were usually made. Television advertising significantly affected brand preferences, while newspaper did not. Although young people discussed only a little with their parents and peers about consumption, advice form them remained desirable.