VIJAYANAGARA SRI KRISHNADEVARAYA UNIVERSITY BELLARY

ASSIGNMENT TOPIC

TEENS BUYING BEHAVIOUR AGE (13-17) YEARS

NAME:- SARALA K

MBA 2ND YEAR (2018-19)

REG NO:- MB180042

Under the guidance of

Dr. DINESH PRASAD GP

Department of studies is business Administration

LEACTURE SIGNATURE:- STUDENT SIGNATURE:-

Dr. DINESH PRASAD GP

 CONTENTS

SL.NO TOPICS

1 INTRODUCTION

2 DEFINITION

3 MARKET SIZE

4 MEDIA INFLUENCE

5 BUYING PATTERNS

6 LIFE STYLE

7 FINDINGS
 INTRODUCTION

MARKETING:

“Marketing is an organizational function and a set of processes for creating, communicating, and
delivering value to customers and for managing customer relationships in ways that benefit the
organization and its stakeholders” (American Marketing Association 2004).

“Marketing is everywhere. Formally or informally people and organization are engaged in a

large number of activities that could be called marketing.” Good marketing has become an
increasingly vital ingredient for business success and marketing profoundly affects any business.
Marketing is applicable to almost every activity of our day to-day life. We can understand that
marketing management is an art as well as science. It is multi-functional because it chooses
target market, gets prospective customers.

Marketing is core for any organization and it helps to understand the customer thoroughly.
Market information which is derived from the market helps in creating value and satisfying
needs of the customer. Marketing as a subject embraces research and paradigms to understand
the decision making and analyzes the purchase behavior of the consumer. It identifies the
influence of macro level variables like demographics social class and family socialization. It also
understands the marketing variables such as branding and advertising. Marketing gives you an
understanding of consumer behavior and purchase decision making in totality.

Definitions of Marketing:

Some of the definitions of marketing are as under:

The American Marketing Association offers the following formal definition: “Marketing is an
organizational function and a set of processes for creating, communicating and delivering value
to customers and for managing customer relationships in ways that benefit the organization and
its stake holders”.

“Marketing includes all those business activities involved in assessing and converting customer
purchasing power into effective demand for a specific product or service and in moving the
product and service to the final consumer.”
UNDERSTANDING OF MARKETING IN INDIAN SCENARIO:

Indian market is considered as second largest market in the world in terms of business
transactions, population after china. In today’s scenario every multinational is focusing on India.
This has made Indian market very competitive. Marketers now in India are developing their
equity at a fast pace. The new mantra is how I can get in to the mindset of the customers. From
the economic point of view marketing is also highly useful to Indian society for the following
reasons

YOUNG INDIAN MARKET:

“The future is not in the sun, moon, stars or other planets, it’s in our young generation”. Young
generation is made up of teenagers, these teenagers are called as special consumers. Their
thought processes and consumption patterns are of high significant for marketers. Demographics
of teenagers is huge in India. India has a major population below the age group of 35, therefore
the size of purchasing power of the youth is of at most important to marketers. Teenagers market
has become a major segment of the study therefore marketers have engaged themselves to
understand the teenagers market. The Indian teenagers market is from the digital world there are
brand conscious and have a different way to look beyond the utility aspect of a product or a
service to derive brand and life style statement associated with the product and service. India is
ranked 3 in the list of brand conscious countries in the world (Nielsen survey).

Teenagers contribute around 47% of the population in India and this percentage is increasing in
leaps and bounds. The enormous trends in concurrence marketing in Teenagers are building up
and giving way to many a creative activity in the marketing sector.

Production and planning departments have to gear up to the tastes and likes of Teenagers. This
trend is more focused in youngsters who are in their teens. Traditional appeals have sunk into
oblivion with radical changes in values and expectations. Technologies have also transformed
the present expectations of Teenagers as Teenagers want everything readymade and
instantaneous as there is little time that they can spend or spare on domestic chores or on their
shopping sprees. Marketing strategies have to catch up with expectations and values.
CHANGING TRENDS :

The Markets are dynamic in nature and the four big areas of change that continue to influence
practice of marketing are Globalization, Technological Change, Personalization and Integration.
Marketing efforts can be directed towards these dynamics. Its presents commence on New
Service Development, Segmentation, Data Base, Marketing Channels and Advertising as these
relates to marketing dynamics.

CONSUMER BEHAVIOR :

Consumer behavior focuses on purchase behavior of individuals and how they judge and use
product and services. Behavior exhibited by the consumer during the point of purchase is termed
as consumer behavior. Consumer behavior studies the decision making process in purchase. We
buy products according to our needs, preferences and purchasing power. What, when, where, and
how we buy depends on perception, culture, self concept, age, family, values, beliefs, personality
and many other factors. Therefore marketers try to understand consumer behavior and formulate
plans for marketing. Consumer behavior is a complex and dynamic process all the decisions
taken by the marketers are based on the assumptions of consumer.

AGE BASED SUB-CULTURES

Age is focused by the marketers to target segments bearing in mind that consumers of same age
share similar set of experiences and can be engaged in a meaningful way through shared cultural
reference points. There are many examples of agebased subcultures that are used in marketing.
Examples being groups of consumers at key stages of their life course (e.g., tweens, teenagers ,
pensioners).

Teenagers form a distinct, and often international, subculture. They are important not only
because of their own spending power(which can be substantial) but also because they have a
strong influence on their parents' spending. Often teenagers have at least some responsibility for
the household shopping, and undoubtedly influence family choices about food brands,
environmental issues and media

The market for teens is surprisingly tough, the preferences of teens is rapidly changing every
year. Each group of teenagers wants to have its own favourite brands, so that fourteen- year-olds
are unlikely to be loyal to the same brands as their sixteen-year-old brothers and sisters. This
means that producers need to be at the forefront of what is going on. Teens are very
communication savvy, and conscious when being targeted by marketers
TEENS'S BUYING RESPONSE

The Teens's Buying Response gets reflected in three ways:

1. Teens make personal purchases and spend small amounts of money on their own

2. They make purchase request to their parents; and

3. They play different roles in the family's purchase decision.

VALUES ATTITUDE LIFESTYLE

One of the means of profiling consumer psycho graphically is by analyzing their values, attitudes
and lifestyle. A highly used means to segment consumer was developed by an American Arnold
Mitchell. Though this research was done basically on American consumers it can be universally
adopted. According to this research consumer can be classified as innovators, thinkers, believers,
achievers, strivers, experiences and survivors. Each having its own unique features.
COLLECTION OF THE DATA

INTRODUCTION OF PROFILING OF TEENAGE MARKET IN INDIA

India has largest teen population in the world and has largest potential market for brands that are
targeted towards teenagers. It is highly imperative to study profile of teenage market. This is
relatively a new segment with high potential. Profiling this market helps the marketers to
customize its strategies, profiling them demographically, economically and psychographically,
will give marketers a 360 degree view of teenagers market. Teenagers have a huge influence on
family purchase decision. By profiling teenage market we understand the buying behavior,
preferences and choices of teenagers. Brand loyalty starts at an early age and is stretched to
adulthood. Marketing professionals have realized this fact of brand loyalty. Teens are keen to
buy latest items and they are also willing to wait for the same. Teens majority spent their money
on entertainment, fashion, fast food, beverages and gadgets. They basically love shopping, hence
profiling is the best strategy to find valuable new customers. Marketers also concentrate on
teenagers for big ticket items such as automobiles, home appliances, gadgets, family vacation
etc. Teenagers have been found to exercise an important and decisive impact on these decisions.
The profiling of teenagers will create an understanding of market behavior, characteristics,
motives and attitudes of teenagers. Teens look for excitement in their shopping experience there
are socially influenced, fashion oriented, and they rely on media and are brand conscious. Teens
are important because of their discretionary spending power they have become today’s most
influential trend setters.

TEENAGE BUYING BEHAVIOR

Teenage buying behavior is the behavior exhibited by the teenager at the point of purchase. Most
teenagers love promotion, contest, and discounts while making a purchase decision. The study
here is concerned with the decision process a teenagers undergoes while marking a purchase. In
the buying process the teenagers is influenced by variety of factors such as cultural, social,
personal and psychological factors. With the emergence of digital world the purchasing behavior
of Indian teenagers has changed drastically. Increased consumer awareness and change in life
style has affected the buying behavior of teenagers in cities, towns and rural areas. Rising
income in the hands of young population and easy credit has given birth to new consumer
segment. Teenagers while exhibiting their buying behavior constitutes themselves into three
important groups primary which represents the purchase of teenagers related products, influencer
which represents the influence on family decision and future customers which represents future
purchases.
As in my research my sample size is 20 it is the primary data which was prepared by me as per
my knowledge these questions air tells about the mind set of the teen age people in the many of
the various sources.

Secondary data

Secondary data is the data which was found in the net in the many of the organizations in many
of the various sources in this assignment I used many of the various sources of the secondary
data in many of various kinds., such as internet, google.

The data which I have found is very much interesting finding of the generations gap and changes
in their life styles while competing with our generation which I have clear absolute.
 DATA ANALYSIS AND INTERPRETATION

1. Name

2. Gender

Sl.No. Gender Respondents

1 Male 10

2 Female 10

Total 20

Analysis

 In the above table shows the 50% respondents are the male and female are equal.

Respondents

Male
Female

INFERENCE

 In the above graph shows the 50% respondents are the male and female are equal.
 3. Do you eat pizza or no?

a. Yes b. no

Sl.No. Respondents

1 yes 20

2 no 0

Analysis

 In the above table shows the 100% respondents with yes

Respondents
25

20

15

Respondents
10

0
yes no

INFERENCE

 In the above graph shows the 100% respondents.

 4. What is the source of information regarding pizza?
a. Media advertisement
b. Internet
c. Friends

Sl.No. Information source Respondents

1 Media 4
advertisement
2 Internet 10

3 Friends 6

total 20

Analysis

 In the above table shows the 4 of the members are with media, 10 of the persons with
internet, 6 of the members with friends.

Respondents
Media
advertisement
Internet

Friends

INFERENCE

 In the above graph shows the 4 of the members are with media, 10 of the persons with
internet, 6 of the members with friends.
 5. If yes which pizza brnad you will use?
a. Dominos
b. Pizza hut
c. Others

Sl.No. Brand Respondents

1 Dominos 8

2 Pizza hut 7

3 others 5

Analysis

 In the above table shows 8 members chose with the brand of dominos, 7 members chose
with pizza hut, 5 members chose with other brands.

Respondents

Dominos
Pizza hut
No

INFERENCE

 In the above graph shows 8 members chose with the brand of dominos, 7 members chose
with pizza hut, 5 members chose with other brands.
 6. How long you have been eating the above started brand?
a. Last 5 months
b. 1 year
c. Past 2 years

Sl.No. Started brand Respondents

1 Last 5 months 5

2 1 year 10

3 Past 2 years 0

total 20

Analysis

 In the above table shows 5 members started brand from last 5 months, 10 members from
last 1 year,

Respondents

Last 5 months

1 year
Past 2 years

INFERENCE

 In the above graph shows 5 members started brand from last 5 months, 10 members from
last 1 year.
 7. Do you think advertising influence you to pizza brands?
a. Yes
b. No

SL.No. Opinion No of Respondents

1 yes 12

2 No 8

total 20

Analysis

 In the above table shows 12 members think influence with the advertising another 8
members with out the advertising.

14
12
12
10
8
8
6
4
2
0
yes No

No of Respondents

INFERENCE

 In the above graph shows 12 members think influence with the advertising another 8
members with out the advertising.
 8. What is you opinion of the brand?
a. Excellent
b. Good
c. Bad
d. Poor

SL.No. Opinion No of Respondents

1 Excellent 2

2 Good 3

3 bad 10

4 Poor 5

Total 20

Analysis

 In the above table shows 2 members with excellent, 3 members with good, 10 members
with bad, 5 members with bad.

Excellent
Good
bad
Poor

INFERENCE

 In the above graph shows 2 members with excellent, 3 members with good, 10 members
with bad, 5 members with bad.
 9. Where is the most common place that you purchase pizza?
a. Mall
b. Store
c. Restaurant

SL.No. Opinion No of Respondents

1 mall 12

2 Store 8

3 Restaurant 0

Total 20

Analysis

 In the above table shows 12 members preferred with mall, 8 members preferred with
stores, 8 members preferred with restaurant.

mall
Store
Restaurant

INFERENCE

 In the above graph shows 12 members preferred with mall, 8 members preferred with
stores, 8 members preferred with restaurant.
 10. Do you like to change thr brand frequent?
a. No
b. Yes

SL.No. Opinion No of Respondents

1 yes 12

2 No 8

total 20

Analysis

 In the above table shows 12 members preferred with brand , 8 members are not preferred
with brand.

14
12
12

10
8
8

0
yes No

No of Respondents

INFERENCE

 In the above graph shows 12 members preferred with brand , 8 members are not preferred
with brand.
 11. If you preefree brand is not available for purchase what will you do ?

a. Post pone purchase

b. Go to next brand

SL.No. Opinion No of Respondents

1 Post pone 15
purchase
2 Go to next brand 5

total 20

Analysis

 In the above table shows 15 post pone purchase, 5 members go to next brand.

No of Respondents

16
14
12
10
8 No of Respondents
6
4
2
0
Post pone Go to next
purchase brand

INFERENCE

 In the above graph shows 15 post pone purchase, 5 members go to next brand.
 12. How much size did you preffer for a pizza?
a. Regular
b. Small
c. Large

SL.No. Opinion No of Respondents

1 regular 12

2 Small 3

3. Large 5

Total 20

Analysis

In the above table shows opinion of 12 member si regular, 3 members with small size, 5
members with 5 large.

No of Respondents

regular
Small
Large

INFERENCE

In the above graph shows opinion of 12 member si regular, 3 members with small size, 5
members with 5 large.
 FINDINGS

Now a day’s all the teen age people where changing their life style so many of the people
and they are changing the food habits as per my assignment . now a days all the teen age
people where looking for the new change in the many of the various manners .so now a
days the pizza brands or shops where increased very much. Teen age people are changing
their life style in many of the various manners.