Consumer Behavior Today, v.1.0 by M. Joseph Sirgy, Don R. Rahtz, and Laura Portolese Dias 12.5 Youth and Consumption LEARNING OBJECTIVE 1. Discuss the components of youth and consumption patterns in consumer behavior. From 1980 to 1990, there was an 18 percent decline in the number of young people age fourteen to seventeen in the United States. This number dropped another 30 percent from 1990 to 2000. The 2000 total was 5.7 million, or 6 percent of the population. In 2000, forecasters indicated that growth would be almost flat through 2010, when teens would number 16.8 million. In some geographic regions, or ―teen towns,‖ the number of teens is well above the national average. In Zavala County, Texas, just forty-three miles north of the Mexican border, almost one in eleven of the predominantly Latino residents are teenagers. Most counties with high percentages of teens are low income and rural, with high proportions of minority populations. However, Utah, with its large Mormon families, has the greatest share of teenagers. As a percentage of the population, Utah led the nation in indigenous growth rates. In the Deep South, and especially in Mississippi, the proportions are also high. Teens are scarce in larger cities. On Manhattan Island, New York, only 3.4 percent of residents are teens. See "Marketplace 12.5" for an interesting segment scheme of teen consumers. Although the segmentation might be seen by some as humorous, how might you be able to use it in terms of product preferences and market behaviors? Youngsters that range from eight to fourteen years of age are often referred to as ―tweens.‖ Check out "CBite 12.6"for some research observations on the funds they spend and control in the marketplace, whether brand loyalty applies to them, if they should be targeted in the traditional way, what ―tween speak‖ has to do with it, and how ―avatars‖ are part of their lives. Marketplace 12.5 Not All Teens Are the Same Table 12.2 Ten Types of Teens: A Field Guide to Teenagers Geeks Associated with computers, computer games, comic books, anime, “Star Wars,” superheroes, math, band, drama Abercrombie & Fitch. vintage clothing. John. short skirts. tattoos. popularity (overlap with jocks). Children‘s spending has roughly doubled every ten years over the past thirty years. http://tlc. wannabes. The countries included America. appreciation for independent music. Bean.000 and 40.Jocks Associated with school colors. computer games. Facebook. In 2004 the ―tween‖ (eight. and 60 percent of these youngsters spend more time watching TV each year than they spend in school. artsiness. Vans. leadership among peers Skaters Associated with long hair.18 trillion. athletics. L. retro sneakers.000 television commercials each year. streaked bangs. popped collars. oversized t-shirts Outsiders Associated with loners. teacher’s pets Mean girls Associated with high heels. L. exclusive cliques Emo kids Associated with black clothing. sunglasses. and the United Kingdom sees between 20.6 Tweens‘ Influence on Brand Choice: Brand Loyalty and Avatars The average child in America. tennis Nerds Associated with chess. This even applied to automobiles. Germany. devotion to a particular band or style Preps Associated with Lacoste. running shoes. and the Northern European nations. “floaters. ―10 Types of Teens: A Field Guide to Teenagers. Australia. piercings.howstuffworks. A related study of some fourteen countries involving 15. card games. where 60 percent of all tweens had ―substantial‖ influence.to fourteen-year-olds) segment in the eleven countries studied was estimated to control or influence $1. interest in social movements Scenesters Associated with posers. Twitter. golf. polo shirts. latest fashions and music (not genre specific).htm CBite 12. popularity. Australia. flannel shirts. prep school. In a third study it . goth style. the United Kingdom. The study also revealed that the children had developed highly persuasive skills to ensure that expenditures in the marketplace would go their way. Buddy Holly glasses. punk rock music Source: Adapted from Kelly.com/family/10-types-of-teens.‖ TLC.000 kids showed that in up to 80 percent of all brand choices tweens control the final decision.” sometimes targets of bullying Hipsters Associated with tight jeans.com. and 7 percent of the world‘s Tween population have up to ten avatars.‖ the ―language‖ used by this group when communicating. music players. when babies begin to form mental images of corporate logos and mascots. abbreviations. MA. Lexington Books: Lexington. and home computers. cars. 2. and McNeal. If the group decides to boycott. Online gaming has . Marketers therefore should not target single tweens but should think in terms of several individuals. and they decide direction jointly. and phrases in totally new ways. However. mobile telephones. the individual tween could not be able to buck this action. Youth Marketplace Behavior Teens are significant purchasers of clothing.‖ similar to the way fish move in schools or at least in the same direction because of the current of the water in which they are swimming. M. and these are primarily tied to games. video games. even this is an ―iffy‖ proposition with the tweens. they are playing different characters. 46 percent of all Chinese tweens use up to three avatars in daily life. a rule in marketing was to identify your target and pursue it. This is because tweens are interlinked through various communications media. Also. and multimedia message systems all supporting the creation and sustaining of the new global language that includes icons. Traditionally.3 personalities. ―Branding Is No Longer ‗Child‘s Play. Why? The average player in RealQuest has 2. Tweens are characterized by ―fish streaming. J. The idea of individual consumer (tween) brand or store loyalty does not appear to exist anymore. Only 10 percent of Japanese kids have up to three avatars. Marketers must also be aware of ―tween speak. We see chat rooms. In a survey of cell phone–owning teens in the thirty-five largest markets in America. U.was estimated that brand loyalty can be influenced from around age two. or in the language of the virtual world. This approach determines brand preferences and market trends. and that share is 37 percent for American tweens.3 ―avatars. Tweens have great spending potential and spending control. 21(3).‖ These are the different names and personalities that players use. (2004). simultaneous message systems. It was also found that brands targeted to teens need to be accessible ―24/7‖ at such places as websites and chat rooms. In essence. illustrations. e-mail. Kids as Customers. Source: Lindstrom. Research has shown that 36 percent of all tweens have two or more avatars. (1992). it was found that two-thirds of these teens have some form of mobile data services. television sets. 175– 82. but they must be approached in different ways and in different media than in the past.‘‖ Journal of Consumer Marketing. Children as young as three years old can recognize brand logos. They see many products and are always on the lookout for the newest items. Those who are trend conscious are more ―shoppinginvolved‖ individuals and have a richer experience. up from 59 percent in 2006. teenage girls revealed that they know what it takes to be a good shopper: making good decisions by assessing needs. They see it more as an in-and-out event when looking for something specific. [1]One in seven teens owns stocks or bonds. Remember that sometimes youth does vary based on nationalities as well. Also see "Marketplace 12. or college) and trend consciousness (awareness of new or up-to-date merchandise). and 40 percent are involved in brand selection.the best potential to jump ahead of camera phones. retail mix. International Marketplace 12. high school. In a recent study. accessibility (in and out of the mall and navigation within it). and advice. In 2011 more than 74 percent of teens had a mobile phone. See "International Marketplace 12. Although patronage of malls (shopping centers) in the United States has been declining for several years. seeking appropriate assistance. The two characteristics of the young women who participated in a recent study that determined their mall experience were education cohort (middle school. The girls also mentioned mall characteristics that were important in identifying their favorites. this involvement is very significant for marketers. The middle-school girls spend the least amount of time at the mall. These were comfort. Because brand loyalties are often formed or significantly strengthened during teen years. has risen. especially girls. since parents control transportation. style. and managing money. Nearly 60 percent of teens who grocery shop help make up the shopping list. Smart marketers are able to see how to reach out to the various segments with a variety of approaches. comparing prices. making independent and confident decisions. and the mall seems to be a strong part of the social fabric of their lives. making independent and confident decisions.6" for a snippet of the dark side of teenage consumption. Areas that they felt a need for improvement included controlling impulsive purchasing. and atmosphere. and ring tones of favorite songs are ―must-haves‖ for teens. patronage among teens. safety. shopping around. opinions.2 . Teens also do a large share of family grocery shopping—more than half of girls and a quarter of boys. College teens have less time to spend at the mall and don‘t seem to get out of it what they did when younger. and managing their money. Teens also account for double-digit subscriber percentages of all the top mobile-phone providers in the United States. The high-school girls spend the most time. and fit.2" for an interesting study of Israeli teenage consumption. dealing with salespeople. and lying. 75–95. Deception is typically viewed as teens‘ lack of disclosure to their parents about spending and purchasing behaviors that they believe parents would find objectionable.‖ Journal of Consumer Marketing.10 Antismoking Commercial for Teenagers Some advertisements are geared toward discouraging the “dark side of teenage consumption. certain types of music. it was found that they were ―responsible and influential‖ consumers. and pornography. with the world average being about 13 percent. ―Family Consumer Decision Making in Israel: The Role of Teens and Parents. Source: Adapted from Shoham.‖ Journal of the Academy of Marketing Science. Did you ever engage in purchase or consumption deception of your parents when you were a teen? What products or services were involved? What is it about the way products are marketed in the marketplace that causes such behavior? Source: Adapted from Bristol. V. and Dalakas. F. A. This “dark side” of teenage consumption may involve alcohol. Also about 25 percent are brand conscious regarding the products they use and the clothes they wear. Such behaviors may lead teens to attempt to deceive their parents about purchases. drugs. (Winter 2005). Video Clip 12.6 The Dark Side of Teenage Consumption Recent research has shed some light on teenage consumption behaviors that their parents may not approve of as one way these youths assert their independence.” Marketplace 12. 20. T. tobacco. 33. In this study more than 73 percent of the sample group reported that they engage in deception. About 25 percent of Israeli teens had access to a credit card. It may include acts of omission.Israeli Teen Consumers In a 2000 study of Israeli youth. and Mangleburg. (2003). ageforbidden computer games and movies. ―Not Telling the Whole Story: Teen Deception in Purchasing. Marketing to Teens . T. hiding of information. 238–51. vivid colors.. Another characteristic of teenagers is their openness to new ideas and new products.2 billion in screen revenue worldwide. with both Pepsi and Mountain Dew.A strong characteristic of teenagers is a preoccupation with appearance. This . cosmetics. Teenage boys are also drawn to computer-generated animated motion picture features such as Nitro Circus. Commercials frequently use the theme of teenage rebellion. Pandora) or on the radio. Particularly for girls. Shrek. Teen Vogue. Kodak appeals to teenage girls with advertisements that present taking and looking at photographs as a fun. and Madagascar series owe a great deal to these moviegoers. This means that shows featuring families with teens are always popular choices for those marketing teen products. as well as the type of ―bathroom‖ humor included to make the films seem ―cool‖ to teens. creates the type of advertising that appeals to teens. Advertising in Seventeen. PepsiCo. teen advertising is easy to spot. The Toy Story. iPods. and video rentals. television sets. Ice Age: Continental Drift. to which teens contributed significantly. so the way in which they appear to others is important to them and drives their behavior in the marketplace. The Shrek movie series grossed more than $1. Across all age groups. [2] Teens are avid television viewers. This is particularly noticeable in choices of such personal goods and services as clothing. reached primarily through television advertising and teen magazines. Marketers target teens with such products as telephones. Although teenagers are great samplers. they are the most willing to experiment. marketers are adopting techniques learned there. magazines are also a powerful medium. hairstyling. This computer-literate generation is attracted by the big-screen images and the technology behind them. featuring carefree young people enjoying interaction with each other and with the advertised product. and unusual visuals. and 47 Ronin. movies. teaming it with contemporary music. young people are seeking a sense of identity. The 900 series of Real Jeans by Levi Strauss was designed and positioned specifically to appeal to teens. video games. social activity—with Kodak there to help make it happen. Teens typically see between two and three movies a month and are heavy music consumers either online (e. and Sassy is sure to catch the eyes of teenagers.Teen People. Knowing that teens typically watch an average of five hours a week of MTV. and prime-time programming typically centers on their interests. In both theme and presentation. and hair-care items. Interestingly. It typically involves social or sports settings.g. products advertised are not limited to those typically targeted to the teen market but also increasingly include general items such as food products. a major consumer of its products. brand loyalty does begin to take hold as they approach age eighteen. During the teenage years. ―Navigating a Hybrid Cultural Identity: Hispanic Teenagers‘ Fashion Consumption Influences. Video Clip 12.speaks not only to the influence of teens on household purchases but also to the attempts by marketers to instill lifelong brand loyalties from an early age. Seventy-six Hispanic and fifty-two non-Hispanic teenagers were surveyed at a Catholic (all girls) high school in New York. 24(6).7" for an interesting study on Hispanic teenagers‘ fashion consumption. without possessing fixed addresses and stationary resources. Moreover. Hooy (2007). emancipating them from family ties. See "Marketplace 12. and Hispanic teenagers exhibited a lower family influence than nonHispanics. a mobile-phone connection is the only thing that anchors them to society. Also take a look at "Marketplace 12.8" for what is being said about the favorite companion of today‘s youth: their mobile device. The study found a significantly higher need for uniqueness for Hispanic teenagers. Other authors suggest that it is because . Michael and Harper. For example. 351–57. the study examined differences in need for uniqueness and family referent influence of Hispanic versus non-Hispanic teenagers.8 There Is More to the Phone than Meets the Eye: Adolescent Identity Most studies that try to explain the exceptional popularity of mobile phones among youth and adolescents link it back to their need for an individual identity and the maintenance of friendship networks.7 Hispanic Teenagers‘ Fashion Consumption A study explored the effects of a hybrid cultural identity on the fashion clothing behavior of Hispanic teenage girls. adolescents use their phones for a number of psychological well-being supports. Marketplace 12.‖ Journal of Consumer Marketing. Specifically. as a number of authors point out.11 The Hangover Part 2 Movie Trailer Official (HD) Movies such as The Hangover 2 are often cool to teens because of the type of humor. Source: Adapted from Chattala. Marketplace 12. As such they become heavily influenced by social interactions with their peers. How can marketers use social media to market electronic goods and services? 2. The review also discusses research that relates that adolescents sometimes use the obtrusiveness of mobile phones in a provocative manner in order to challenge the social world of adults and show resistance to it. To be socially responsible. youth gravitate toward friends and other people their age. The reason is simple: In their zealousness to demonstrate independence from their parents and families.young people are the social group that is able to ―read‖ new media most sophisticatedly. ―Use of Mobile Phones and the Social Lives of Urban Adolescents: A Review of Literature. EXERCISES 1. How can government and consumer-advocacy organizations use the knowledge of youth consumption to develop countervailing social campaigns to minimize youth’s propensity to misuse and abuse dangerous products? . Source: Adapted from Syed. Many marketing scholars and other social scientists assert that marketers should be more diligent in their use of social media to market to youth. Numerous researchers have discussed at length the ―emancipation‖ of adolescents from their parents as a contributing factor to the formation of their identities. Further. S. They explain the mechanisms by which adolescents bar their parents‘ surveillance: by blocking information and thereby asserting their individual identity. Social scientists criticize marketers for their efforts in promoting dangerous goods and services to youth consumers. they cite studies that state that the use of the mobile phone is what helps define adolescents vis-à-vis older generations and that to simply focus on the functional aspects of the device is to generally miss the point. thereby strengthening a subculture as well as constructing an identity. Its real impact is in terms of its ability to define adolescents‘ identities. and abuse of certain dangerous products is a key aspect of marketing. misuse. A. LESSONS LEARNED Understanding the youth consumption market allows marketers to develop more appealing goods and services for the different segments of the youth market. 7(1).‖ Trends in Information Management. 1–18. (2011). an understanding of youth use. and Nurullah.