Teens: A New Marketing Target

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Teenagers : A New Marketing Target|
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Table of Contents

Acknowledgements4
Abstract5
Introduction6
Chapter 1: Literature Review10
1.0 Introduction10
1.1 Definition of teenager10
1.2 Their culture : their purchase attitudes11
1.3 Their importance in the French market12
1.4 A customer to secure of loyalty13
1.5 The difficulty of brands to figure out teenagers13
1.6 The politic of product of brands14
1.7 The new means of communication and advertising of brands.14
1.8 The politic of distribution and price15
1.9 Influence of the brand to the teenagers16
1.9Conclusion 17
Chapter 2 : Marketing Research Process18
2.1Problem definition :18
2.2Research objectives and hypothesis :18
2.3Research Design Strategy:19
2.4Data Collection Method :21
2.5Sampling :23
2.6Fieldwork :24
Chapter 3: Data analysis and Findings26
Chapter 4: Conclusion and recommendations36
1)Conclusions36
2)Recommendations:40
Appendices41
Bibliography45

List of Figures

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Figure 1: What is your amount of pocket-money per month?................................................26 Figure 2 : In what products do you spend the most of money?..............................................27 Figure 3 : Involvement in the family purchases…………………………………………….28 Figure 4: Will you buy the same brands in the next years?....................................................29 Figure 5: Do you think wearing a brands are signs of being like everyone?.........................31 Figure 6 :What is the reason to buy one brand over another one?.........................................32 Figure 7: Do brand ads can influence your purchase decision?.............................................33 Figure 8: Does the innovation can influence you in your purchase choice of product?............................................................................................................................33 Figure 9: Do you think there are some brands directly destined to you?...............................34

Abstract

The purpose of this project is to understand why the target adolescent is a target so important and that cannot be ignored by brands nowadays. Indeed, companies spending on advertising to teenagers have exploded in recent years. The two main objectives of this project are firstly to investigate the power of influence of teenagers in purchasing products, and secondly to analyze the influence of brands on the purchase decision of teens.

Thanks to the literature review, we can understand the psychology adolescent, and his behavior in relation to brands. Moreover, because of their young age, they will be the future consumer, and that is why trends want to secure loyalty of them. Thus, brands have developed and used new means of advertising and communication in order to seduce them, and to influence them in their purchase decision.

The marketing research process permits to conduct the research project from the introduction to the conclusion. First of all, the aim is to identify the problem definition, the objectives and the hypothesis of the study. Then, the descriptive research has been chosen to conduct the data collection and analysis phases of the research project. Secondary data, such as newspapers, websites or books have been used to get information on the subject. Concerning the primary research, the quantitative research with surveys is used to gather data in relation to the study. Finally, the sampling and the fieldwork permit to conduct the data collection.

The findings and the data analysis highlight the attitudes of adolescents in relation to brands and their consumption habits. It shows that teens are very susceptible to trends that allow them to socialize and acquire a status in society. Moreover, the results show the influence of adolescents in relation to marketing strategies used by firms to encourage them to buy more. We see that teenagers mostly...
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