Teens: A new marketing target

Thèmes abordés

Teens marketing target adolescents cible culture adolescente

Résumé du document

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.

Extraits

[...] Limitations of Research The research project has some limitations which are: The researcher has to deal with the access information and data for the primary research. Indeed, there may be a lack of resources concerning the topic. The researcher has to survey his time to gather data, and to administrate the primary research The last limitation is the lack of objectivity concerning the questionnaire. Indeed, the researcher analyzes data in relation to a limited number of recipients, which could not be representative of the total population. [...]

[...] (V.Kumar&David A.AAker&George S.Day Essentials of marketing research, Wiley). Secondary data can be get either from internal sources such as internal records, customer feedback, or customer database, or either from external sources such as general business sources, or government sources. In relation to my research project, sources used are books and rapports such as Marketing Jeune (Ronan Chastellier,2003) or Adolescence et consummation ( Marc Vandercammen , 2004), also websites such as http://www.e-marketing.fr. I used also newspapers such as Le Figaro, or La Croix, and some specialized magazines such as Action Commerciale or L'expansion. [...]

[...] There are many types of research approach which are classed in three mains category : exploratory, descriptive or causal research. The exploratory research is used when there is a little knowledge on which to search. The objective of this research is to identify and to explore a problem or a phenomenon so as to supply understanding and ideas. The descriptive research involves that one has already some knowledge or information about the problem situation. Indeed, it is used when the researcher wants to describe a “market phenomenon, such as frequency of purchase, identifying relationships or making decisions”. (J.K . [...]

[...] Klein No logo: la tyrannie des marques, J'ai lu). Furthermore, if brands are able to recycle their range, creating regular news that appeals to young and following trends, then they acquire a strong influence on their purchases. Innovation is one of the key success of a brand to seduce young people, in addition to a good communication and advertising directly addressed to adolescents Conclusion Thus, we can note that the adolescent target possess an important potential for the firms, thanks to its involvement in the brand industry. [...]

[...] Moreover, the results of quantitative research can be used as conclusive and to recommend a final course of action. There are several methods to collect data from a quantitative research such as : Survey method which consists to obtain data on questioning respondents. It can be effectuated by telephone, by mail or in face-to- face with the respondent. Observation method which involves recording the “behavioral patterns of people”. It consists to record the behavior of a consumer exactly as it occurs. [...]