ABSTRACT
Youngsters these days are one of the most profitable target markets for the companies. The companies are therefore analyzing the different factors that affect the brand choice and purchase intensions of this group. Young consumers might get affected by their friends, family, brand price, advertising, sales point, brand quality and their attitude. The aim of this study is therefore to examine the influence of these factors on brand choice of teenagers and young adults by considering the mobile phone industry. It is depicted from the study that out of seven considered factors, friends have the most influence on the brand choice of youngsters while purchasing a mobile phone.
Keywords— Brand choice, Teenagers, Young adults
SECTION-I
INTRODUCTION
Teenagers and young adults are now a days one of the most attractive and appealing market segments for the companies. It is one of the growing markets of today’s world as teens and young adults are now indulging themselves more into the consumption activities. This kind of youth market come across many brands while buying the products from which they have to make their choice .As we know that youngsters are frequently motivated by the various factors and due to emergence of youth market, the research on affecting factors have become important. These factors influence their consumption patterns; this study is therefore designed to examine the different factors that affect the brand choice of teenagers and young adults from age 17-25 while buying a mobile phone. The youngsters would be then divided into two age groups; late teenagers from age 17-19 and the young adults of age 20-25.Hence, the study would be also examining whether there is a significant d...
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...e my competition brand will gain more customers since teenagers nowadays want to appear youthful but mature. Recognizing the tweens as being unbeneficial and reducing these customers, we will lose market share but still improves effectiveness.
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It contains dissatisfaction that leads to over-consumption. Children are particularly vulnerable to this sort of manipulation, and the American Psychological Association article, “Youth Oriented Advertising” reveals the facts upon the statistics on consumers in the food industry. The relationship that encourages young children to adapt towards food marketing schemes, makes them more vulnerable to other schemes, such as, advertising towards clothing, toys and cars. Article writer of “The relationship between cartoon trade character recognition and attitude toward product category in young children”, Richard Mizerski, discusses a sample that was given to children ages three to six years old, about how advertising affects young children that are attracted to certain objects or products on the market. During this past decade, advertising companies have gone out of their way just to get the new scoop or trend children are into, gathering information and distributing it to other companies.
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Brand selection: the advertisements, messages and discounts offered consumers to try something new with lower price for a variety of product, restaurant menu, branded handbag and so on.
This report aims to provide a mix review of theories and personal case study. I will apply two consumer behaviour theories in relation to my own purchase decisions.
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What are some the implications media is having on the youth of today? Are parents competing with sophisticated physiologically designed media to keep their children healthy and safe? How and why does advertisement influence the social, physical, cognitive, and moral development of young children? The major influence in the social construct of moral and cognitive development of an individual is the family. Due to the influences on the youth of today, parents need to be more aware, and combat the effects of advertising on children.
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Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
Advertisements are found everywhere in today’s world. They have a big impact on what the consumer buys. Commercials are often aimed towards children and teens because they will ask their parents to buy the product. Another reason teens are targeted by advertisers is because they have money to spend and are willing to buy unnecessary products, especially if it is the latest and greatest. Teens feel that they need the newest electronics, clothing, and other luxury items.
Across America in homes, schools, and businesses, sits advertisers' mass marketing tool, the television, usurping freedoms from children and their parents and changing American culture. Virtually an entire nation has surrendered itself wholesale to a medium for selling. Advertisers, within the constraints of the law, use their thirty-second commercials to target America's youth to be the decision-makers, convincing their parents to buy the advertised toys, foods, drinks, clothes, and other products. Inherent in this targeting, especially of the very young, are the advertisers; fostering the youth's loyalty to brands, creating among the children a loss of individuality and self-sufficiency, denying them the ability to explore and create but instead often encouraging poor health habits. The children demanding advertiser's products are influencing economic hardships in many families today. These children, targeted by advertisers, are so vulnerable to trickery, are so mentally and emotionally unable to understand reality because they lack the cognitive reasoning skills needed to be skeptical of advertisements. Children spend thousands of hours captivated by various advertising tactics and do not understand their subtleties.
The societal culture of advertising plays a crucial role in the way teenagers interact with one another and how they make decisions. Goodman (1997) asserts the average young person views more than 3000 ads per day on television (TV), on the Internet, on billboards, and in magazines. At this rate, teenagers are exposed to a vast range of advertisements that create awareness and knowledge of products and services in the market. Moreover, the objective of advertisements is to increase sales and grow profits. Though advertisers are not psychologists, they are aware of strategic techniques that will cause teenagers to be convinced to buy their product.
Young people…are richer and better informed than they have ever been, in some countries, particularly in the developing world; over half the population is under 21 years of age. With the globalization of mass media, the style of consumerism associated with modern industrialized societies of the western world has spread all around the plant. Young people can thus be recognized as a unique all-important market in their own right (1998: 1).
The research on consumer behavior assists the organization recognize and forecast the purchase behavior of the consumers while they are purchasing a product. Thus, the study of consumer behavior helps the marketers not only to understand what consumer's purchase, but helps to understand why they purchase it (Kumar, 2004). There are a lot of elements which can influence the purchase decision of consumers such as social influences, cultural influences, psychological factors and personal factors (Super Professeur, 2011). Understanding these factors helps the company to market the product on right time to the right consumers in order to generate more profits. On the other hand, if the marketers fail to understand these components that might influence consumers, they will fail to convince the consumers to purchase that product or will fail to meet the demands of consumers. However, consumer behavior is one of the stimulating and challenging areas in marketing studies being a human activity focused on the products and services. Thus understanding the behavior of the consumers is a great challenge. Moreover, it is not easy to get a full picture of consumer behavior as customers make plenty of different buying decision every day and they usually do not know exactly what influences their purchase. In short, basing on all