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The study aims to explore the evolving status of children as active consumers in the emerging Indian market by assessing their impact on family buying practices across distinct parental clusters.

The study uses a structured questionnaire to draw a quota sample of 136 urban Indian parents across four child segments from two Indian metropolitan cities to understand their attitudes towards parenting and the consequent empowerment of their children for actively participating in family purchase decisions around varied children’s product categories.

Exploratory factor analysis reveals five well-defined parental attitudes towards child rearing. The attitudinal factors are used to define three discrete parental clusters, namely, time-pressed parents, child-centric parents and socially influenced parents. The demographic and psychographic profiles of the clusters expose the significant influence of the educated and affluent parents in empowering their children as more active influencers/consumers. The role of children as independent buyers of eatables and toys over other categories is also re-established.

The diversity of Indian parents both in terms of their family structure and attitude towards parenting significantly deliver decisive signals for market-specific segmentation strategies. The uniformity in their shopping frequency and increasing child involvement in family purchases also highlight the opportunities ahead.

Empirical evidences on the growing role of children in family purchases and their transformation into active consumer in an evolving market adds to the existing under-represented family consumption literature with more market-specific insights.

This chapter examines the lifestyles of upper-middle- and upper-class return migrant parents and youth living in Bangalore, a city in southwest India. It does so by addressing the following questions: What benefits do return migrant parents see in raising their children within their country of ethnic origin? What are the experiences of youth who grow up within their country of ethnic origin? I answer these questions by analysing 95 conversations with return migrant parents and their children, as well as alumni of Bangalore-based high schools. Building upon literature related to parenting, social class and racial-ethnic socialisation, I discuss parents' efforts to produce children who have the skills needed to succeed within the twenty-first-century global economy, and how the youth experience these child-rearing practices.

Purpose – Informed by an intersectional perspective, this chapter examines how middle-class, immigrant Tamil (an Indian regional group) Brahmin (upper-caste) profess/ional women organize motherhood in the U.S., by identifying the arrangements of mothering they develop, and the conditions under which these emerge.Methodology/approach – Data is based on a year-long ethnography among Tamils in Atlanta, and multi-part, feminist life-history interviews with 33 first-generation, Tamil professional women, analyzed within a constructivist grounded theory method.Findings – Tamil immigrant motherhood emerges from the interplay of Tamil women's social location as an immigrant community of color in the U.S. and their agency. Paradoxically racialized as model minorities who are also culturally incommensurable with American society, Tamil women rework motherhood around breadwinning and cultural nurturing to mother for class and ethnicity respectively. They expand the hegemonic model of Tamil Brahmin motherhood beyond domesticity positioning their professional work as complementary to mothering, while simultaneously reinforcing hegemonic elements of mothers as keepers of culture, responsible for ethnic socialization of children. Mothering then enables them to engender integration into American society by positioning families as upwardly mobile, model minorities who are ethnic. This, however, exacts a personal toll: their limited professional mobility and reduced personal leisure time.Originality/value – By uncovering Tamil immigrant motherhood as structural and agentic, a site of power contestation between spouses and among Tamil women, and its salience in adaptation to America, this chapter advances scholarship on South Asians that under-theorizes mothering and that on immigrant parenting in which South Asians are invisible.

This paper discusses the relationship between minority ethnicity, well‐being and children's social capital in the light of data from a qualitative study on social capital among 32 British Punjabi primary school children. Through a broad overview of social capital literature on ethnic minorities and children's welfare, the case is made for placing children's well‐being in a contextual framework that acknowledges the variety and wealth of children's everyday experiences. Looking at the children's social networks and future aspirations, the discussion will draw out ways in which social capital processes interact with other aspects of children's identity, including ethnicity and gender, from a child‐centred perspective. Finally, some exploratory ideas are offered as to how bonding processes may affect children's psychological well‐being, and how they may be viewed through the concept of ‘emotional capital’.

There is a long history of school failure for Aboriginals¹ in the U.S. educational system. Culturally relevant/responsive pedagogy affords opportunities for Aboriginal students to achieve academic success through building upon their cultural heritages and Native ways of knowing. School systems adopting this pedagogy empower Indigenous students to connect with essential knowledge for academic success in today’s world. This enhanced pedagogy creates classrooms of involvement that promote Aboriginal students’ achievement. Preservice teachers employing this pedagogy will experience success with their Indigenous students and learn about Aboriginal communities, lifeways, and values. Mutual respect is engendered as long-perpetuated negative stereotypes of Native Americans are undone. Culturally relevant/responsive pedagogy can be tailored to specific populations by incorporating their own Aboriginal knowledge, languages, and practices into teaching praxis.

This paper aims to examine the perception of parents regarding the role of children as influencers in family consumption decisions in India. The purpose is to support marketing practitioners in understanding the stages of children's influence in the family using the theoretical perspective of the resource theory approach.

This study is based on a Web survey approach. Primary data were obtained from a sample of 180 mothers of adolescent children in the age group of 13–18 years and residing in rural and urban areas of Delhi (India) by administering a bilingual (Hindi/English) pre-tested “structured non-disguised” questionnaire designed on the Google Forms.

The findings that emerged from this study and as supported by the relative theory approach revealed that Indian parents perceive their children to exert a significant influence in family buying decisions, children's influence varies across stages of the decision-making process and the type of product and children's influence in family buying decisions is moderated by family structure but not by family size. The results of this study extend interesting and practical implications for marketing practitioners in India and by extension in other similar countries while designing and implementing marketing mix strategies in respect of goods and services meant for children/family consumption.

The findings that emerged from this study and as supported by the relative theory approach revealed that Indian parents perceive their children to exert significant influence in family buying decisions, children's influence varies across stages of the decision-making process and the type of product, and children's influence in family buying decisions is moderated by family structure but not by family size. Results of this study extend interesting and practical implications for marketing practitioners in India and by extension in other similar countries while designing and implementing marketing mix strategies in respect of goods and services meant for children/family consumption.

The results of this study support the notion that children exert considerable influence in family buying decisions in India across products, hence constitute a viable target market for different products consumed not only by them but by other family members as well. It is, therefore, vital that marketers wishing to penetrate family and/or child product markets must identify the person in the family who is likely to be more involved in the buying process and the extent of his involvement to carve effective promotional strategies.

The finding that although Indian children are actively participating across various stages of the decision-making process and their influence is strongest at the purchase initiation stage has peculiar social implications whereby families may be exposed toward eco-friendly green products and sustainable ways of living through the children in rural as well as urban areas. Similarly, children were also found to be influential at the information search and evaluation stage; hence, the messages regarding social issues, gender equality and health issues, which are not yet openly discussed in Indian families, may be imparted through children for better coverage and effectiveness.

Children are an important part of the family; especially in the nuclear families, children are an apple of eye and central point of the discussion. The role of children in decision-making is also important because of the changing information system and modernization of the younger generation. This is an empirical study focusing on the areas not yet explored and examined in the context of a culturally distinct and emerging country in terms of the emergence of children as influencers in family consumption decisions in rural and urban Indian families.

The purpose of this study is to adapt and validate Edinburgh social cognition test (ESCoT) for Indian children. In addition, exploring the effect of demographics on ESCoT.

For content validity, 10 practicing psychologists and clinical psychologists gave their feedback about the test scenarios based on which the items were retained. The adaptation process involved 100 participants aged between 6 and 12 years. Informed consent from parents and verbal assent from the participant were taken. Demographics were collected. Measures were individually administered. Data was scored and analyzed.

Seven out of 10 scenarios were retained in content validity. Convergent validity, internal consistency and interrater reliability were found to be acceptable. Regression analysis indicates that age significantly predicts performance on ESCoT. Age is associated with the cognitive theory of mind, affective theory of mind and interpersonal social norms understanding.

The study provides evidence for validation of ESCoT. Results indicate acceptable psychometric properties of ESCoT. Thus, it is suitable for Indian settings and amongst children.

Educational leaders in schools serving Native American students must understand, communicate, and apply state and federal education policies along with specific federal Indian policies relating to tribal self-determination and the education of these students. Tribal peoples residing in native communities typically view revitalization of indigenous language as a crucial first step in achieving the cross-cultural goal of school success for all tribal children. Inclusion of indigenous languages serves multiple purposes such as transmitting traditional cultural values, supporting overall academic achievement, and fostering self-determination and independence for native communities. Title III and Title VII of the No Child Left Behind Act are the designated policy “homes” for indigenous language inclusion and the Individuals with Disabilities in Education Act addresses indigenous language as an obstacle to overcome, giving the unintended impression that native languages are somehow situated within a deficit framework of poverty and special education. This chapter explores the foundations of the inclusion of native languages into current federal policy and argues that the placement might be better suited as stand-alone legislation in order to more effectively promote community development and self-determination for Native American peoples.