CONSUMER
BEHAVIOUR
PRE-TEENAGERS
THE RESEARCH TEAM
ABHIJEET SINGH
ABHISHEK KUMAR
ABHISHEK TOMAR
ADITI RISHI
AKANKSHA JAIN
AKSHAY MALHOTRA
ANCHAL PUNDIR
RESEARCH
OBJECTIVES
Who are they?
Why are they important for
marketers?
What major products/services do
they buy?
How do they search?
How do they evaluate?
Where do they buy from?
How do they use/dispose?
RESEARCH METHODOLOGY
Sample size : 20
Survey respondent :
Pre-teens (8 – 12 yrs)
Location :
The survey has been conducted in
different areas of Delhi and
Noida.
Technique :
Questionnaire/Personal interview
1. WHO ARE THEY?
Referred to children between the age 8 to 12.
The kids are "learning to separate reality from fantasy;
however, they want to fit in so badly with their peers that
whatever they perceive as being cool is what they'll connect
with.".
Exposure to Marketing Contributes to Children’s
materialism.
PRE-TEENAGERS: DIFFERENT VIEW
More mature, sensible, realistic thoughts and actions focussing future.
Have more realistic job expectations
Begin to develop a sense of self-identity and independence.
Become more exposed to popular culture .
Have interests based on internet trends, television shows, movies, fashion, technology, and
music .
Heavily targeted market of many advertisers.
2. WHY ARE THEY IMPORTANT FOR
MARKETERS?
• A primary market in their own right.
• An influential market given their influence on parental
household purchase.
• A market for the future of all nations.
• A particular demographic segment.
• A benefit segment such as educational benefits.
• Represent a potentially active consumer group in their own
right.
MARKETING TO CHILDREN IS BIG
BUSINESS
From 1992 to 1997, the amount spent marketing to
children shot from $6.2 billion to $12 billion.
Today marketers spend at least $15 billion a year
targeting children.
Children under 12 influence $500 billion of purchases
per year.
Commercials are a vital part of kids lives…
Channels they usually watch-
Pogo
Cartoon Network
Wikid Plus
Disney
Animated movies
3. WHAT MAJOR PRODUCTS/SERVICES
DO THEY BUY?
GAMES
CLOTHES
CHOCOLATES AND CANDY
BICYCLE
FAST FOOD (PIZZAS AND BURGERS)
WATCHING CARTOON AND
ANIMATED MOVIES
ICE-CREAM
STATIONARY STUFF
WRIST WATCH,SUNGLASSES AND
CAPS
4. HOW DO THEY SEARCH?
• Pre- teenagers usually do not search for themselves
,instead their parents do the same for them.
• Major source of awareness is advertisement and
exposure to the environment .
• They even get awareness through friends and
social circle, bill board and hoardings.
5. HOW DO THEY EVALUATE?
games (63%), clothing (31%), CDs (27%), and
sweets (24%)
At a fundamental level atleast, parents recognize
what are “good” and “bad”.
Many a times on the basis of attractive packaging
and how the product is advertised.
What their friends possess.
This stage is highly fashion-sensitive and place a
high emphasis on the product being deemed cool.
E.g. in case of clothing, major involvement is 42% of
girls, while only 31% of boys do that.
Say for example in case of buying behavior for BICYCLES,
•A research shows that 69% kids mention brand and looks to be a
‘very important’ feature which influences their choice.
• Almost half of the kids says it’s very important that their friends
talk about the bicycle model they buy.
• It’s the younger ones who pay more emphasis
on the looks and style as-
8-12 year old kids (61%)
13-14 year olds (58%)
• 63% kids claim to accompany their parents while
going shopping for bicycles
6. WHERE DO THEY BUY FROM?
Increasing role of kids as active participants in the buying decision
process and shopping of big ticket items.
Near by grocery store.
“MALLS” the new buzzword in the Indian market.
Discount stores
Convenience stores, and the like.
7. HOW DO THEY USE/DISPOSE?
When toys, games and other pre-teen stuff have been outgrown or
are no longer wanted, reuse is sometimes considered necessary.
They are generally donated via many charities such as Goodwill
Industries and the Salvation Army, sold at garage sales, auctioned,
sometimes even donated to museums.
Before disposal of any battery-operated toy, batteries are removed
and recycled. Some manufacturers, such as Little Tikes , take back
and recycle their products.
Clothes, books and various other reusable articles are donated or
given to near and dear ones, whoever is in need.
CONCLUSION
Modern marketing, advertising, especially in foodstuffs, attempts
to portray children prominently in commercial messages.
Today marketers spend at least $15 billion a year targeting
children.
Mostly watch POGO, CARTOON NETWORK, and DISNEY
and consistently demonstrate a very high recall of commercials.
Is one of the maximum revenue generating segments of the total
sectors.
They are in a growing age where both physical and mental
changes are occurring and they are enthusiasts in case of
discovering new things in this huge world!
