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Teens: A new marketing target

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  1. Introduction
  2. Literature review
    1. Introduction
    2. Definition of a teenager
    3. Their culture: their purchase attitudes
    4. Their importance in the French market
    5. Customers and their loyalty
    6. The difficulty of brands to figure out teenagers
    7. The politics and products of brands
    8. The new means of communication and advertising of brands
    9. The politics in distribution and prices
    10. Influence of brands over teenagers
    11. Conclusion
  3. Marketing research process
    1. Problem definition
    2. Research objectives and hypothesis
    3. Research design strategy
    4. Data collection method
    5. Sampling
    6. Fieldwork
  4. Data analysis and findings
  5. Conclusion and recommendations
    1. Conclusion
    2. Recommendations

The purpose of this project is to understand why adolescents are an important target and that it cannot be ignored by brands in these modern times. Indeed, companies spending on advertising for teenagers have exploded in recent years. The two main objectives of this project are: firstly to investigate the power of influence of teenagers when purchasing products, and secondly, to analyze the influence of brands on the purchasing decision of teens.

Thanks to the literature review, we can understand the psychology of adolescents, and their behavior in relation to brands. Moreover, because of their young age, they will be the future consumers, and that is why brands want to secure their loyalty. Thus, brands have developed and used new means of advertising and communication in order to attract them, and to influence them in their purchasing 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, a descriptive research has been chosen to conduct the data collection and analysis phases of the research project. Secondary data, such as newspapers, websites and 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, there are the sampling and the fieldwork permits for 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 buy products based on brand, and opinions of their entourage.

[...] Appendices Questionnaire Teenagers: a marketing target I am currently a student in Ireland, and I am doing a project on teenagers as a target in marketing. I need honest answers. The answers will be anonymous and confidential. The results will help me for my study. Are you? A Male A Female How old are you? Between 11-12 years Between 13-14 years Between 15-16 years Between 17-18 years Are you in? College High School What is your amount of pocket-money per month? [...]

[...] There are several methods of probability sampling which are: (Green&Tull&Albaum Research for marketing decisions, Prentice-Hall International Edition) Simple random sampling : it is in which each sample element has a known and equal probability of selection?. Systematic random sampling : which are drawn by starting at a randomly selected element in the sampling frame and then taking every nth element Stratified random sampling : Where the population embraces a number of distinct categories, the frame can be organized by these categories into separate "strata." Each stratum is then sampled as an independent sub-population, out of which individual elements can be randomly selected Cluster random sampling : a researcher selects the sample in stages, first selecting groups of elements or clusters, and then selecting individual elements from each cluster Non probability sampling means population elements are selected on the basis of their availability or because of the researcher's personal judgment that they are representative. [...]

[...] Objective 2:Analyze the influence of strategies marketing of brands on the purchase decisions of teenagers Figure Do you think wearing a brand is symbolic of being like everyone? According to the question, you think wearing brands is indicative of being like everyone?? the majority of recipients answered that it is. Moreover, if a brand possesses a good image among the entourage, recipients think that it can influence them to purchase it, in order to feel integrated into the community. So, the brands are a means of integration in schools among the other teenagers, and are the main reason for buying their products. [...]

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