Adolescent’s Perception of His Influence on Purchase Decision of Mobile Phone for his Own Use: a Consumer Socialization Perspective

Globalization has brought the need for companies to seek to better understand their consumers and, in particular, how they decide to buy. In this context, the family is the most relevant consumer unit for marketing managers.The study of the family require a continued and more deeply study, in particular the participation of adolescent and the extent of such influence in decisions to purchase products, such as mobile phone for his own use. So, the adolescent' role is not adequately explained, having often been devalued or relegated. The adolescent tend to have a higher knowledge than his parents for technological items, which can constitute an important resource for participating in those decisions. Furthermore, technological products for adolescent' use have not yet been adequately researched.