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http://hdl.handle.net/2259/341
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| 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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Size | Format |
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| 443-451.pdf | | 280Kb | Adobe PDF | View/Open |
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