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Please use this identifier to cite or link to this item: http://hdl.handle.net/2259/341

Title: The Little Emperors of a Ubiquitous Kingdom Marketing and its Impact on Vulnerable Groups – Tweens
Authors: Neena Prasad
Keywords: Family
Peer Pressure
Advertising Effectivenes and Visual Contents
Purchasing Power
Issue Date: 10-Apr-2007
Publisher: Indian Institute of Management Kozhikode
Abstract: India is a booming Economy. Indian Economic ,Political & Socio-Cultural Topography is evolving at very fast rate .It is huge market where people have a great choice. Life in India’s metros , cities ,towns-big & small & even villages is undergoing a sea-change , what with high end shopping Malls and Supermarkets playing a musical chair with the highly enterprising & Omnipresent Kirana stores, Multiplexes driving the theatres to oblivion & an emerging new class of consumers – The Tweens. Tweens can be defined in the language of marketer as persons in the age group of say ‘8-13’ years of age.The persons belonging to this age bracket are the HOT favourites of the Marketers .They make up a high percentage of the market as they are KEY to influence their parents on any purchases to be made(pester power). These are the ones who have a high affinity to the new emerging Buzzword ‘TECHNOLOGY’. Technology is one very important parameter which holds the whole world at ransom as it enables pro...
Description: PART VI – CONSUMER MARKETS & MARKETING |Pages 443-451|
URI: http://hdl.handle.net/2259/341
Appears in Collections:Conference Proceedings
International Conference on Marketing and Society

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