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Title: marketing to youth

Essay Details

Subject: Business
Author: Heather B
Date: November 10, 2013
Level: University
Grade: A
Length: 4 / 1044
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

Businesses are therefore struggling to find ways to capture a piece of this market. So in practice, generation Y is generally defined as the 71 million individuals born between 1977 and 1994 (Nayyar, 2001; Paul, 2001). While currently somewhat smaller than its predecessor generation, the baby-boomers (estimated at 78 million), Generation Y is the emerging generation with powerful aggregate spending...

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To find the needs of customers in a market, it is necessary to undertake market research. Profilers are the descriptive, measurable customer characteristics (such as location, age, nationality, gender, income) that can be used to inform a segmentation exercise. The most common profilers used in customer segmentation include the following: Geographic • Region of the country • Urban or rural Demographic • Age, sex, family size • Income, occupation, education • Religion, race, nationality Psychographic • Social class • Lifestyle type • Personality type Behavioural • Product usage - e...

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