Abstract
The purpose of this project is to understand why adolescents are an important target and that it cannot be ignored by brands in these modern times. Indeed, companies spending on advertising for teenagers have exploded in recent years. The two main objectives of this project are: firstly to investigate the power of influence of teenagers when purchasing products, and secondly, to analyze the influence of brands on the purchasing decision of teens.
Thanks to the literature review, we can understand the psychology of adolescents, and their behavior in relation to brands. Moreover, because of their young age, they will be the future consumers, and that is why brands want to secure their loyalty. Thus, brands have developed and used new means of advertising and communication in order to attract them, and to influence them in their purchasing decision.
The marketing research process permits to conduct the research project from the introduction to the conclusion. First of all, the aim is to identify the problem definition, the objectives and the hypothesis of the study. Then, a descriptive research has been chosen to conduct the data collection and analysis phases of the research project. Secondary data, such as newspapers, websites and books have been used to get information on the subject. Concerning the primary research, the quantitative research with surveys is used to gather data in relation to the study. Finally, there are the sampling and the fieldwork permits for the data collection.
The findings and the data analysis highlight the attitudes of adolescents in relation to brands and their consumption habits. It shows that teens are very susceptible to trends that allow them to socialize and acquire a status in society. Moreover, the results show the influence of adolescents in relation to marketing strategies used by firms to encourage them to buy more. We see that teenagers mostly buy products based on brand, and opinions of their entourage.
