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| Article Name : | | | PURCHASING BEHAVIOR OF ADOLESCENTS - IMPACT OF VARIABLES | | Author Name : | | | R DHANUJA | | Publisher : | | | Ashok Yakkaldevi | | Article Series No. : | | | GRT-2378 | | Article URL : | |  | Author Profile View PDF In browser | | Abstract : | | | Consumers are users of goods and services for the production of their wants. They want to know where to buy, when to buy, how much to buy, how to pay, how to recognize and they also compare qualities of products. They are the keystone and play an important part of our economic structure. Production and marketing exist only for consumers. He is the focal point of all economic and social activities. In fact, he is the very basis who supports the society. His interests, therefore, should receive the first priority. As population grows, adolescent consumers become a very attractive market. They are better- off financially in the modern era. They have been the target of the marketers of cosmetics, health care products, fashionable clothing, etc. This young attractive target cannot be taken for granted and hence all efforts are tailored to meet their needs. Identifying this target's needs and directing all marketing efforts at delivering customers value is the motto of most of the companies. Inter-personal and mass media communication play a major role in purchasing. Children have important impact on household decision-making by attempting to influence their parent's acquisition, usage and disposition of products. Effective buying can find ways of reaching the objective regardless of the limitations of our resources. Therefore it is important that adolescents should be brought up in an environment which is stimulating and sufficiently challenging for them to explore their potentialities and build up a satisfying future. | | Keywords : | | |
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