Академический Документы
Профессиональный Документы
Культура Документы
Preteens Teens
• No fixed obligations
• Strong consumption orientation
economic optimism
permissive child rearing
higher educational level
• Influences parents’ spending
Psychographic Characteristics
• Socially driven
• Diversely motivated
• Socioeconomically introverted
• Sports oriented
• Full of contradictions
Marketing implications- product
purchase patterns
• Product purchase patterns – Clothes, entertainment, travel,
girls -cosmetics, health and beauty aids, jewelry
boys – dates, bikes, shoes, jeans, electronic games
• Natural ‘triers’ of new products
• Youths exert secondary influence on many of the parents’ product
and brand choices
• Time when brand loyalties are formed and could last well into
adulthood
• Fiends are the most significant influence
Shopping behaviour
• Rely on personal sources for info on high socio economic and
performance risk and on media for low risk items
• At the product evaluation stage, price and brand name are
perceived as the most important evaluation criteria
• As teenagers mature, they use more sources of info. Prefer to
purchase goods without parental supervision
Promoting to youth
• Radio – fastest, easiest and most effective way
• TV – preferred programs like MTV
• Effective messages – sports themes, gimmick, celebrities, humour
• Youth group is a perpetually new market
• Defining ‘youth’ more in terms of a state of mind than of a specific
age. ‘Think young”
• Growing homogenization of the teenage market worldwide.
Subcultures based on geographic
region