Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

The making of tomorrow’s consumer

The making of tomorrow’s consumer Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to connect with young people. Emphasises how much more grown up are today’s tweens (8 to 14 year olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks at around 30. Outlines the brand pyramid, with the strongest bonding of consumer to brand at the top, and assesses the importance of peer pressure in determining brand loyalty, including the “fish‐streaming” phenomenon (in which younger children wish to use the brands that teens do). Discusses whether brand loyalty is a lifetime relationship, and how some brands like McDonald’s successfully segment their markets to appeal to all ages. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers Insight and Ideas for Responsible Marketers Emerald Publishing

The making of tomorrow’s consumer

Download PDF
11 pages

Loading next page...
 
/lp/emerald-publishing/the-making-of-tomorrow-s-consumer-J52UZj6O0T

References (1)

Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610410814283
Publisher site
See Article on Publisher Site

Abstract

Presents the findings of Millward Brown’s international study of the relationship of the youth generation with brands, using these findings to give marketers advice on how to connect with young people. Emphasises how much more grown up are today’s tweens (8 to 14 year olds) than previous generations, and the opportunities this gives to marketers. Discovers that tweens not only influence the brands they buy for themselves but also expensive family purchases. Examines how brand loyal they are, finding that brand loyalty increases sharply at the age of ten and peaks at around 30. Outlines the brand pyramid, with the strongest bonding of consumer to brand at the top, and assesses the importance of peer pressure in determining brand loyalty, including the “fish‐streaming” phenomenon (in which younger children wish to use the brands that teens do). Discusses whether brand loyalty is a lifetime relationship, and how some brands like McDonald’s successfully segment their markets to appeal to all ages.

Journal

Young Consumers Insight and Ideas for Responsible Marketers – Emerald Publishing

Published: Sep 1, 2004

Keywords: Brand loyalty; Children (age groups)

There are no references for this article.