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Understanding the Advertising to Youth Market in Influencing The International Journal of Applied Research 2017; 3(1): 75-81 ISSN Print: 2394-7500 ISSN Online: 2394-5869 Understanding the advertising to youth market in Impact Factor: 5.2 IJAR 2017; 3(1): 75-81 influencing the buying of electronic gadgets – A study www.allresearchjournal.com Received: 11-11-2016 in Bangalore Accepted: 12-12-2016 Ambujakshi Ambujakshi Assistant Professor, Department of Commerce and Management Government Abstract First Grade College, According to the census of 2011 of adolescents and youth in India, the population of adolescents and Krishnarajapuram, Bengaluru, youth is 253.2 million and 231.9 million respectively. The report titled 'The power of 1.8 billion', said Karnataka, India 28 per cent of India's population is 10 to 24 year-olds, adding that the youth population is growing fastest in the poorest nations. Global number of youths is highest ever. This is by large a very lucrative segment for the marketers, as they have wider choice in advertising and also the demographic profiling available. This segment exhibits informed and rational decision making in buying the products. The marketers can break the barriers in the traditional advertising methods which are very much inherent in the advertising modes. The youth, are more tech savvy and or very much aware of the various social networking sites and tend to socialize more using those platforms in collecting reviews, opinions and the like. Looking at the scope for the marketers in exploring this huge market, and the youth which is more accepting the new trends and fashion, in electronic gadgets, the present study explores the reach and magnitude of electronic gadgets with regard to youth market. Keywords: Youth, competitive, advantage, buyer behavior, gadgets, advertising 1. Introduction The youth segment is characterized by the large member, technology orientation, celebrity influence, Brand recall, life styles, disposable income, status orientation, brand consciousness and the like. They accept and upgrade with new technology. From the Business point of view, for marketers this is welcoming as the electronic gadgets need to upgrade with the time and new technology. The traditional Indian mindset which is very much reluctant to accept or upgrade to newer technologies because of conservatism in spending, the marketers now are finding very encouraging attitude from the youth market towards electronic gadgets. More over it is very appropriate for the marketers to reach out to this market as it is backed by the buying capacity. It is not only sufficient to attract the attention of the customers towards electronic gadgets but also there should necessary buying power. The electronic gadgets face the problem of becoming obsolete. This has lead the marketers to look forward to youth market in leveraging their profits when the gadgets are upgraded to tap the initial demand to the maximum. Macgregor, (2004) says that youth today are more confident to consume and can influence the purchase decision of their family. They consider themselves as independent consumers by showing confidence and their extensive ability to consume as compare to previous generation. According to Torlak, Spillan & Harcar, (2011) in future companies can only achieve high market shares and profits if they target youth as their major market segment. Correspondence Ernst & Young, (2012) also find out recent era youth segment as more aware of technology, [1] Ambujakshi users of social media, innovators and like to do online transactions . Assistant Professor, Department of Commerce and Management Government First Grade College, Krishnarajapuram, Bengaluru, 1 British Journal of Marketing Studies Vol.2,No.4,pp.72-80, August 2014 Published by European Centre for Karnataka, India Research Training and Development UK (www.eajournals.org) ~ 75 ~ International Journal of Applied Research Table 1: Consumption by Age and Stages of the Life Cycle Source: Rural Marketing Strategies, Consumer Buying Behavior by Rajendran Ananda Krishnan, Executive-Brand(Y) Services at Xebec Communications Pvt. Ltd. 2. Meaning and Definitions definition of youth in 1981 in his report to the General “Youth” is best understood as a period of transition from the Assembly on dependence of childhood to adulthood’s independence and International Youth Year (A/36/215, para. 8 of the annex) awareness of our interdependence as members of a and endorsed it in ensuing reports (A/40/256, para. 19 of the community. Youth is a more fluid category than a fixed age- annex) [4]. group. The UN, for Statistical Consistency Across Regions defines 3. Buying Behaviour ‘youth’ as those persons between the ages of 15 and 24 Buyer behavior is a study of how individuals make decision years, without prejudice to other definitions by Member to spend their available resources (time, money and effort) States. All UN statistics on youth are based on this on consumption related items (what they buy, why they buy, definition, as illustrated by the annual yearbooks of statistics When they buy, Where they buy, How often they buy and published by the United Nations system on demography, use a product or service). Buyer behavior is a study of how education, employment and health [2]. individuals make decision to spend their available resources The Runaway and Homeless Youth Act (RHYA) defines (time, money and effort) on consumption related items homeless youth as individuals who are “not more than 21 (what they buy, why they buy, where they buy, how often years of age…for whom it is not possible to live in a safe they buy and use a product or service), especially the factors environment with a relative and who have no other safe related to occupation [5]. alternative living arrangement.” This definition includes only those youth who are unaccompanied by families or 4. Gadget caregivers [3]. An often small mechanical or electronic device with a practical use but often thought of as a novelty. Examples Table 2: The Definition of Youth by UN entities, instruments and being The kitchen is equipped with all the latest gadgets and regional organizations Cell phones, pagers, and other gadgets [6]. Entity/Instrument/ Age Reference Organization 5. Youth Marketing UN Youth marketing is any marketing effort directed toward UN Youth: 15-24 Instruments, young people. This group is typically broken down into Secretariat/UNESCO/ILO Statistics smaller segments depending on their age, including tween, UN Habitat (Youth Fund) Youth 15-32 Agenda 217 teenagers, college students, and young adults aged 23-34. Adolescent: 10-19, Each market segment has products and ad campaigns that UNICEF/WHO/UNFPA Young People: 10- UNFPA8 are targeted specifically for them. 24, Youth: 15-24 This advertising strategy is not limited to any one marketing UNICEF/The Convention UNICEF9 Child until 18 channel or technique. Youth marketing takes place on TV, on Rights of the Child radio, in print and in dozens of forms online. Companies African The African Youth Youth: 15-35 Union, often sponsor extreme athletes, musicians, and high school Charter 200610 sports teams as a way to insert themselves into youth culture. Authenticity is particularly important to the young - The United Nations, for Statistical Purposes, defines - they want the brands they support to reflect their values [7] ‘youth’, as those persons between the ages of 15 and 24 and tastes . years, without prejudice to other definitions by Member States. The Secretary-General first referred to the current 4 Secretary-General’s Report to the General Assembly, A/36/215, 1981 5 ISSN: 2348 9510 International Journal Of Core Engineering & Management (IJCEM) 2 http://www.unesco.org/new/en/social-and-human- Volume 2, Issue 5, August 2015, 144 sciences/themes/youth/youth-definition 6 https://www.merriam-webster.com/dictionary/gadget 3 http://youth.gov/youth-topics/runaway-and-homeless-youth/federal- 7 http://www.marketing-schools.org/types-of-marketing/youth- definitions marketing.html ~ 76 ~ International Journal of Applied Research 7. Advertising Tools Which Influence Youth Market to Buy the Electronic Gadgets 7.1 TV Advertising Television remains the most effective medium for reaching today’s customers and it also is most efficient for introducing people to brands. Advertising through Television allows marketers to show and tell a wide audience your business, product, or service. It allows one to actually demonstrate the benefits of ownership. Television appeals to the literate as well as the illiterate and this is one feature of TV that makes it unique and different from other mediums. 7.2 Celebrity Endorsements The use of celebrities in order to increase the sales and/ or Source: Factors affecting purchase intention towards smart the recall value of a brand is called celebrity endorsement. phone brand: A study of young female adult consumers According to Friedman and Friedman, a “celebrity endorser is an individual who is known by the public for his or her 6. Effect of Gadgets on the Youth achievements in areas other than that of the product class The young and trendy generation of today judge themselves, endorsed”. according to the kind of gadgets they posses. The popularity of gadgets among youth has ensured that newer and trendier gadgets are introduced very passing day. The addiction of gadgets has been such among one and all that it has become unthinkable of a life without a gadget. The effect of these gadgets has been tremendous, and it is often debated that whether the impact that it has made on the youth is a positive or negative one. Video Games and Computer games can be listed as the gadget which has influenced the youth the most. Several researches indicate that these games can have a positive effect on the youth's mind. However sometimes it may cause terrible changes in behaviors. It was seen that playing video games or computer games actually help the young people in concentrating much better.
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