List of Tables Serial No Name of the Table Page No 2.1 Parent-Children Communication Patterns 35 2.2 Classification of Media 46 1.7 Definitions Definitions adopted by researchers are often not uniform, so the key terms used in research reports need to be defined. The following definitions and concepts are some of the key terms that will be used in this report. Socialisation: "The process by which someone learns the ways of a given society or social group so that they can function within it" Elkin and Handel (1972, p. 4). Consumer Socialisation: "Consumer socialisation is a process by which young people acquires skills, knowledge and attitudes relevant to their functioning as consumers in the market place" Neal, Quester and Hawkins (2004, p.434). Media Vehicle: "Media vehicles are specific media within each general media type, such as specific magazines, TV shows or radio programs" (Kotler et al. 2007). Media Content: "Media content is entertainment, violence, sex, and informational issues which are shown in the media vehicle" (Bushman 2005). Reality TV (RTV): "RTV is a generation of TV programming which represents purportedly unscripted dramatic or humorous situations, documents, actual events, and features ordinary people instead of professional actors" (Deziel 2004). Involvement: "A person's perceived relevance to the object based on inherent needs, values, and interest" (Zaichkowsky 1985). Cognition: "Cognition is the mental processes involved in gaining knowledge and comprehension; including thinking, knowing, remembering, judging, and problem solving" (Wagner 2008). Consumption related cognition: Is the mental processes involved in gaining knowledge and comprehension; including thinking, knowing, remembering, judging, problem solving and skill development regarding products and brands consumption (developed for this thesis). Attitude: "An enduring combination of motivational, emotional, perceptual and cognitive process with respect to some aspect of our environment, such as other people, places, ideas, products, etc" (Neal, Quester & Hawkins 2004). Consumption related attitude: An enduring combination of motivational, emotional, perceptual and cognitive process with respect to imitation, fashion, inspiration and product placement, (developed for this thesis). Values: "Values are shared beliefs among group members as to what behaviours are desirable or undesirable" (Pope, Brennan & Voges 2007, p. 335). Consumption related values: Are shared beliefs among group members as to what behaviours are desirable or undesirable towards products, prohibited product consumption, materialism and antisocial behaviour, (developed for this thesis). Construct: "A hypothetical variable made up of a set of component responses or behaviours that are thought to be related" (Hair, Bush & Ortinau 2006, p.353). Domain: "The set of identifiable and measurable components associated with an abstract construct" (Hair, Bush & Ortinau 2006, p.354). Model: "A model is a representation of the most important elements of a perceived real worl...

Paint is a semi technical product, where except for the shade selection, other factors such as category, brand and painting process selection require proper technical knowledge. The end users of Bangladesh are highly dependent on the reference groups for product knowledge, technical knowhow, and buying decision. This is why the research focused on the influence of reference groups, especially painters. An elaborated multi-step research method including expert in-depth interview, focus group discussions and a structured questionnaire survey has been conducted. FGDs and expert in-depth interviews’ findings revealed that for paints and painting activities of new architecture about 80% end-user depends on professional reference groups like architects, engineers etc., and rest of the 20% depend on other reference groups like paints dealers, contractors, and painters. But reverse scenario (20% vs. 80%) has been found in painting of old architectures. For brand selection, 80% of the buyers are influenced by dealers with the help of contractors or painters. A unique implication of Pareto’s Principle (80/20 rule) has been observed in the research findings. Questionnaire survey exposed that for category and brand selection, 74% of the end-users depended on the reference groups, 54% of whom on painters. The study will help paint marketer, entrepreneurs, researchers and others stakeholder in their strategic decision making process.