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Influence of Teens on Household Consumption - Research Paper Example

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"Influence of Teens on Household Consumption" paper fills the research gap that existed in accounting for the influence that exists between a sub-culture and an interest group in that sub-culture. The study found out that teens had a lot of influence on their parents’ consumption patterns. …
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Influence of Teens on Household Consumption
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Download file to see previous pages An observation schedule was used to asses the shopping trend. The data was collected over a 1 week period. It was analyzed using simple analytical tools. The study found out that teens had a lot of influence on their parents’ consumption patterns.

The concept of marketing has become broad and refined with the seeming segmentation of the market. It has been well studied to come up with the best marketing strategy for an organization. This is because marketing forms the core operation of any profit-oriented organization. It is a powerful tool for a business to have a breakthrough in its existence. Currently, the scholarly world is concerned with studying the effects of having an effective marketing strategy based on different market segments. (Willis, 1990)

Market segmentation has continued to grow day by day as more and more researches are revealing the needs of different segments of the market. It has tried to shift from the traditional segmentation of males and females, old and young, and other segmentation to more refined ones. It has also seen the emergence of consumer clubs sub-culture which has driven the market in another direction. These clubs have gone on marketing spree at one time buying particular goods which seemingly identifies a particular club. (Hall, 1997)

Sarah (1997a) defines Culture as some particular values or tastes that define a particular group of people. A sub-culture is a division of culture with particular tastes or values that are not shared with other members of a culture. Marketing has been targeting a particular subculture within a diverse culture. This has become a valued aspect of any marketing strategy. This is important to address various demographic characteristics that are evident in a particular culture. It has become evident that people within a culture do not share the same values and tastes. For example, it will be difficult to find the old and the young sharing the same tastes in fashions.   ...Download file to see next pagesRead More
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