Potrošačka socijalizacija dece u savremenoj porodici. (Serbian)

The research presented in this paper is based on the behavior of a specific segment of consumers - specific for its psychological as well as economic characteristics - segment of kids (children) as consumers. Therefore, the kids as consumers and their influence in family decision making process, in the framework of modern („new“) families, are the subject of this research. The aim of the paper is analyising the importance of family as the main driving force of consumer socialization of children in which kids achieve more significant and active participation in making purchasing decisions. Results of empirical research, presented in this paper, are in line with the findings of foreign authors with regards to influence of children in family decision making. [ABSTRACT FROM AUTHOR]

Istraživanje predstavljeno u radu temelji se na ponašanju jednog specifičnog segmenta potrošača - specifičnog po svojim psihološkim, ali i ekonomskim karakteristikama - se- gmentu dece potrošača. Shodno tome, predmet istraživanja predstavlja uticaj koji deca potrošači ostvaruju u procesu odlučivanja o porodičnoj kupovini u okviru savremenih porodica. Cilj rada ogleda se u ukazivanju na značaj porodice kao osnovnog faktora potrošačke socijalizacije dece u okviru koje deca ostvaruju sve značajnije, aktivno učešće u donošenju kupovnih odluka. Rezultati sprovedenog empirijskog istraživanja potvrdili su nalaze i tvrdnje stranih autora po pitanju uticaja koje deca potrošači ostvaruju u okviru porodica. [ABSTRACT FROM AUTHOR]

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