A PROJECT REPORT ON

“STUDY ON INFLUENCE OF TEENAGERS IN DEVELOPING NEW

MARKETING STRATEGIES”

Submitted in partial fulfillment for

MASTER OF BUSINESS ADMINISTRATION

Programme of

INSTITUTE OF MANAGEMENT
STUDIES
DEVI AHILYA VISHVAVIDHYALAYA (DAVV),

Batch 2008-10, Indore, M.P.

Submitted by: - Under

Guidance:-

Rahul Mehrotra Dr. C. C.

Motiyani
MBA (Full TIme)
FACULTY, IMS-DAVV
Batch (2008-2010)

Roll No. - 41088

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 ACKNOWLEDGEMENT

Intellectual alertness, creativity and innovation go side by side in making of a

Manager. In this context, the role of successful execution of the project work can’t be

denied. My heartfelt Veneration in due to MR. Dr. C.C. Motiyani, IMS-DAVV,

INDORE, M.P. for his guidance on various facets of the project work and for his

timely advice to improve upon shortcomings and I am thankful to him for his

approval to perform this dissertation.

On this note, I feel inexpedient to express my profound indebtedness and

sincere thanks to all concern people their indefatigable cooperation, analytical

guidance and boundless endeavors, which gave me great help and revitalization at

every step in completing my project.

Rahul Mehrotra

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 CERTIFICATE

This is to certify that Mr. MAYANK JAIN a student of IMS-DAVV, INDORE has
completed project work on “STUDY ON INFLUENCE OF TEENAGERS IN

DEVELOPING NEW MARKETING STRATEGIES” under my guidance and

supervision.

I certify that this is an original work and has not been copied from any source.

Signature of Guide

Name of Project Guide Mr. Dr. C.C. Motiyani

Date-

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 ACKNOWLEDGEMENT

It is with great of gratitude and happiness that we present a thoroughly made project
on the “STUDY ON INFLUENCE OF TEENAGERS IN DEVELOPING NEW
MARKETING STRATEGIES” in the competitive market. And also concerned with offered
given by major companies in the market for influencing the teenagers and the youth and also
they keen to seeking and knowing to the buying pattern of teenagers.

This project is an insight into the current buying pattern of the Teenagers as well as youth.
And today’s market scenario of country is totally different for the youth, they obviously
influence with the reason of brand image, brand name, the brand ambassador and the price of
the product. In the completion of the project many people have worked with us to carry
forward our project. We express our deep sense of gratitude to all that have directly or
indirectly helped in the successful completion of the project.

We would like to thanks DR. SANJAY BHALE FACULTY OF MARKETING (IMC)

MITSOT, PUNE and MS. RAJSHRI as our Project Guide, whose guidance provide us to
experience the practical working and understanding, and all the members of the institute for
their interest, untiring efforts, unfailing courtesy, encouragement and cooperation in making a
project a success.

We would also like to give our sincere gratitude to DR. MILIND PANDEY (Project
Director, MIT School of Telecom & Management studies) as our Faculty Guide or Mentor,
and all MITSOT Faculties for providing the precious knowledge in regard of our project.
This was a great learning experience and has enhanced our knowledge and skills in more than
one ways.

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 EXECUTIVE SUMMARY

In the Research Project the teenagers in India is currently one of the potential market
for the organization point of view and also growing sector, they are targeting the untapped
teenagers as well as youth market. A recent survey of the teenagers market found that the
teenagers are keener to know about the technology and the brand name of the product. So the
reason for broadcasting the advertisement on the television and hiring the famous brand
ambassador is more for teenagers as well as youth of the country and the important reason for
airing the advertisement is because the teenagers can easily recall the brand name and
company name in their mind But there were concerns mainly related to the sales factors of
the organization. In today’s scenario the companies are sponsoring the big events, T.V shows
and the sports events also. They are just trying to convey the message to their target market
audience that our product and the services have improved in the more recent time and they
promote the product which provides them highest return. They expect return in the form of
profit margin, company schemes, promotional fares, offers and reference of the product.
Among these, the project had been worked for the questionnaires and filled up by the
teenagers, youths and all groups of audience in the malls of Indore.

There is a greater need to understand the Impact of teenagers in redefining the new marketing
strategy in the market, whether the teenagers are influenced by advertisements or any other
way of marketing and Companies are considering them as a potential group of target
customers. Our main concerns are to know about their buying pattern and how they influence
whether they influenced by offers, schemes or any other promotional activity.

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 TABLE OF CONTENTS
CHAPTER
TITLE PAGE NO.
NO.

I. INTRDUCTION 8

1.1 BACKGROUND OF THE STUDY 9

1.2 BACKGROUND OF THE TOPIC 9

1.3 FACTORS THAT ARE INFLUENCING TEENAGERS 10

1.3.1 YOUTH DRIVEN MARKET 12

1.3.2 INNOVATIVE COMMUNICATION WAYS 12

1.4 BUYING BEHAVIOUR OF TEENS 13

1.5 MARKETING TO TEEN-ADVERTISING STRATESIES 14

1.5.1 15
MANUF. MARKETING STRATEGIES FOR TEENS
MARKETING STRATEGIES CIGARETTE COMPANIES
1.5.2 17
USE TO TARGET KIDS

1.6 SCOPE OF THE STUDY 18

1.7 OBJECTIVE OF THE STUDY 19

II. RESEARCH METHODOLOGY 20

2.1 METHODOLOGY USED 21

2.2 RESEARCH DESIGN 21

2.3 DATA COLLECTION 22

2.3.1 PRIMARY DATA 22

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 2.3.2 SECONDARY DATA 22

2.4 SAMPLE DESIGN 22

2.4.1 POPULTION 22

2.4.2 SAMPLE SIZE 23

2.5 SAMPLING TECHNIQUE 23

2.6 METHOD OF DATA COLLECTION 24

2.6.1 INSTRUMENT FOR DATA COLLECTION 24

2.7 DATA-ANALYSIS TECHNIQUE 24

2.8 LIMITATION RESEARCH METHODOLOGY 25

III. DATA ANALYSIS 26

(WITH GRAPHICAL REPRESENTATION)
3.1 DATA ANALYSIS OF QUESTIONNAIRE 27

3.2 QUESTIONNAIRE BASED ON MALE 28-37

3.3 QUESTIONNAIRE BASED ON FEMALE 38-47

IV. GUIDE TO MARKETING TO TEENS KEY TERMS 48

LEARN MARKETING TO TEEN’S KEY TERMS TO
4.1 49
CREATE PRODUCT INTEREST AND INCREASE SALES
WHEN IT COMES TO REACHING YOUNG PEOPLE,
4.2 51
TECHNOLOGY AND TRENDS ARE KEY

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 INTRODUCTION

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BACKGOUND OF THE STUDY

Today's generation of teenagers are smart, savvy, hyper-stimulated, media hungry,

techno-literate and sweetly irreverential. The current crop of teenagers has definitely upped
the ante for consumerism. Their focus is palpably different because they typify a generation
that wields enormous economic clout unlike their predecessors. Besides, today's teens are
born into an age of radical technological revolution and advanced media evolution, which
gives them unfettered and unhindered access to the consumer market. They also have the
intelligence, street smartness and astuteness to take best advantage of these markets. No
wonder, the choicest of fashionable titles such as Echo Boomers, Digital Generation, Wired
Generation, Millennial and Gen-Y are showered upon them. Thanks to their enormous
economic might, there is a mad rush among marketers to study the buying habits of today's
teens.

Teen marketing is the promotion of products and services to teenage consumers

through the use of endorsements, product placement and support of events which they attend.
The efficacy of teen marketing hinges on the extent of awareness the brand creates and the
success that the brand is likely to achieve in future. Some of the most common forms of teen
marketing include targeted advertising in teen-oriented media, buzz marketing and marketing
through online social networks.

BACKGROUND OF THE TOPIC

“Study on influence of teenagers in developing new marketing strategies”

Why Focus on Teens?

Marketers can ill afford to discount the looming presence of teens for variety of reasons.
They are crucial because:

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 • They spend family money and also influence their parents on both big and small
purchases.
• They shape and impact new fashion and lifestyle trends.
• They hold a mirror to our society. They are the ones who provide us with an insight
into the current status of society and how it is likely unfold in the future.

The focus on teen marketing has been gathering more momentum in recent years. Teenagers
currently spend $150 billion per year worldwide. Thanks to pester power, teens also impact a
further $150 billion dollar expenditure every year. Indirectly, teens are influencing other $300
billion dollars of expenditure every year. For example, there are instances when parents make
buying decisions after taking into consideration the likes and preferences of their children. In
a nutshell, the total purchasing power of teenagers adds up to a mind-boggling $600 bn per
year worldwide. Little wonder that marketers are harnessing their resources, might and
energy to have a share of this $600 bn dollar market segment. Hence, a lot of hype and
hoopla is centered on teen marketing.

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FACTORS THAT ARE INFLUENCING TEENAGERS

The teen segment has enormous power to make or unmake brands. There are two
major factors that are impacting the current generation of teenagers and the way in which
they act and think. The first and foremost factor is technology. For all practical purposes,
teens do not perceive technology as a trailblazing innovation. Basically, they look at it as an
extension of their own persona. Markets may tom-tom about new breakthrough and cutting-
edge innovation. But for teenagers, it is a way of life. The second important factor that is
impacting teenagers is the economy. World over, major economies have been growing at a
frenetic pace. Consequently, we are witnessing a growing number of upwardly mobile, rich,
and affluent classes. On the other hand, the middle class is fast depleting. Teens, for their part
can identify only two classes—the affluent class and the not-so-affluent class.

Teen Segments that Currently Dot the Market Landscape

The teen market segment holds out tremendous potential for marketers. This is why we see a
flurry of products being churned out with the fond hope of getting “in-your-face” attention of
the teens. The teen market segment (in the US) is broken down into the following distinctive
categories. They are:

1. Listers

These are the teens that are savvy, smart, and suave. They love to shop until they drop
dead. They enjoy dating with the opposite sex. They flip their head over sports. They do well
in whatever activities they set their mind on. The A-list films always emerge as box-office
winners owing to the patronage of these teens (A-list refers to the most bankable movie stars,
which determines the star value of a film). If the marketers want to reach out to this segment,
they should try to offer something new and exciting to the teens to talk and prattle on.

2. Independent Thinkers

These teens carry a chip on their shoulders and are constantly at odds with the world.
They prefer endorsements that have tremendous positive influence upon them. They

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summarily reject endorsements that will have any negative influence on their psyche. They
are among the first to try out new products. They are too opinionated and spawn a totally
counter culture. They are up in arms against traditional brands, and they thrive on those
fashions that revile such brands. Marketers would do well to avoid mass marketing to this
class of teens.

3. Outsiders

These are the teens who feel sad and gloomy. They are quiet and lack confidence.
They symbolize failure. The only hope for marketers to reach them is by way of emotion-
laced promises. Marketers should always ensure that teenagers belonging to this group are
not led towards making fatal purchase mistakes. Materialism is a sure ticket to give them a
bout of joy.

Youth driven market

Example for a youth driven market in India

Mobile phone market. Mobile phones have become the status symbol among the youth, and
preferences of the consumers change at a high pace. This demands the companies to launch
new phone models and innovative service offers to sustain the customer base and to expand
its operations. Companies have started expanding or redefining their product portfolio to
meet the changing demands of the youth.

Titan introduced two market segments aimed at the youth, a range of sunglasses called ‘eye
gear’ and new collection of watches matching the lifestyles of 15-20 year odds, both under
the brand Fastrack. Bajaj Scooters, who were losing the market share in India, redesigned
their scooters and launched new products like Pulsar, Spirit, Bravo and Legend aimed at
changing the image of the company to a contemporary and stylish brand appealing to the
youth of both genders.

The changes in the operations of companies to attract youth were even reflected in the
Television channels, with MTV and Channel V redesigning their programs to the choice of
youth segment.

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Innovative communication ways

The companies have modified their communication strategy as the youth segment demands
more innovative ways rather than traditional ones. The advertisements of Rexona deodorant
and Close-Up toothpaste from Hindustan Unilever Limited depict typical situations faced by
the youth.

These ads are easily noticed and are carried by the youth as they heavily resemble their life
style and tastes. Archies, a leisure-store chain has adopted strategies to promote special youth
days like Valentine’s Day and Friendship Day to promote and market their products. The ads
and product taglines of these products are designed to carry the essence of youth and to meet
their tastes and preferences.

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BUYING BEHAVIOR OF TEENS

Buying Behaviour of Teens

TEENMARKET PROFILE
Media mark Research has a singular goal: to provide the sharpest picture possible of
American consumers— who they are, what they buy, how they think, and how to reach them.
High Resolution Research
Media mark’s Teen mark survey delivers a complete picture of the demographics, media
usage, and product consumption and lifestyle choices of America’s teenagers (ages 12 to 19).
When you are ready to tap into high resolution teen research, please contact us at 212.884-
9200.

Between 1990 and 2000, the number of Teens ages 12 to 19 soared to 32 million, an
increase of nearly 4.5 million. Their 17 percent growth rate far outpaced the growth of the
rest of the population. Needless to say, the United States is facing a massive population shift.
With this large number of Teens on the cusp of becoming young adults, the behaviours and
attitudes they exhibit now are important to marketers in the present and in the years to come.
The current Teen market represents the most multicultural population the United States has
seen. It differs from previous generations in other distinctive ways as well. While today’s
Teens exhibit a strong need for individuality in their self-expression, they also display a deep
attachment and respect for family. In addition, they marry an interest in fashions of the
moment with a sincere desire to purchase products from companies that have a social
conscience. Teens are also a robust part of the economy. They have a significant income of
their own to spend and also wield increasing influence on household purchases. For example,
in 2003, nearly half — 47% — of 9- to 17-year-olds were asked by their parents to go online
to find out about products or services compared to 37% in 2001. This Teen Market Profile is
designed to help marketers understand and connect with Teens effectively. It includes a Teen
market overview, an examination..

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MARKETING TO TEENS - ADVERTISING STRATEGIES

Advertisers have many methods to try and get you to buy their products. Lots of
times, what they are selling is a lifestyle, or an image, rather than the product. Here are some
tricks of the trade.

Ideal Kids (or families) - always seem perfect. The kids are really hip looking, with the
latest fashions, haircuts and toys. Ideal families are all attractive and pleasant looking -- and
everyone seems to get along! Ideal kids and families represent the types of people that kids
watching the ad would like themselves or their families to be.

Family Fun - a product is shown as something that brings families together, or helps them
have fun together; all it takes is for Mum or Dad to bring home the "right" food, and a ho-
hum dinner turns into a family party.

Excitement - who could ever have imagined that food could be so much fun? One bite of a
snack food and you're surfing in California, or soaring on your skateboard!

Star Power - your favourite sports star or celebrity is telling you that their product is the
best! Kids listen, not realizing that the star is being paid to promote the product.

Bandwagon - join the crowd! Don't be left out! Everyone is buying the latest snack food:
aren't you?

Scale - is when advertisers make a product look bigger or smaller than it actually is.

Put Downs - when you put down your competition's product to make your own product seem
better.

Facts and Figures - when you use facts and statistics to enhance your product's credibility.

Repetition - advertisers hope that if you see a product, or hear its name over and over again,
you will be more likely to buy it. Sometimes the same commercial will be repeated over and
over again.

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Heart Strings - ads that draw you into a story and make you feel good, like the McDonalds
commercial where the dad and his son are shovelling their driveway and the son treats his
poor old dad to lunch at McDonalds when they are done.

Sounds Good - music and other sound effects add to the excitement of commercials,
especially commercials aimed at kids. Those little jingles that you just can’t get out of your
head are another type of music used to make you think of a product. Have you ever noticed
that the volume of commercials is higher than the sound for the program that follows?

Cartoon Characters - Tony the Tiger sells cereal and the Nestles Quick Bunny sells
chocolate milk. Cartoons like these make kids identify with products.

Weasel Words - by law, advertisers have to tell the truth, but sometimes, they use words that
can mislead viewers. Look for words in commercials like: "Part of..." "The taste of real....."
"Natural...." "New, better tasting....." "Because we care..." There are hundreds of these
deceptive phrases -- how many more can you think of?

Omission - where advertisers don't give you the full story about their product. For example,
when a Pop Tart claims to be "part" of a healthy breakfast, it doesn't mention that the
breakfast might still be healthy whether this product is there or not.

Are You Cooling Enough? - This is when advertisers try to convince you that if you don't
use their products, you are a nerd. Usually advertisers do this by showing people who look
uncool trying a product and then suddenly become hip looking and do cool things.

MANUFACTURERS MARKETING STRATEGIES FOR TEENS

If you are running a company manufacturing and selling sporting goods, promotional
pens or writing materials or apparel, a vast majority of your target customers constitute
teenagers. The youth are more sensitive, alert and choosy and to attract teenagers you need to
pay special attention on the strategies and tactics you should employ to impress them.
Promotional pens are very common among the wide variety of promotional items and
promotional pens are one of the most likeable and useful products for teenagers. While most
companies are using promotional as their tool for business promotion, to stand ahead of

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your competitors you require being novel and striking with your marketing strategies.

Teenagers are more inclined towards the present market trend and they are fashion
conscious. The cheerful and evergreen colours in their hearts and minds are also reflected in
the way they do and act. Whether it be apparel, shoes, the things they use, their overall
presence and makeup is dominated by the present trend characterised by bright and striking
colours. If you have decided to choose promotional pens to attract your young audience, do
make use of colourful, dazzling and striking promotion.

• Mobile marketing is increasingly being incorporated into Coca-Cola's efforts to

engage with teenagers and young adults, the firm has stated.

• According to the soft drinks manufacturer, the younger audience is changing

dramatically because of their close relationship with technology, particularly mobile
phones.

• Coca-Cola said people in this demographic group are using their handsets to
communicate, consume media and befriend brands more than at any point in the past.

• As a result, the company is adding mobile marketing to its promotional strategies

across the world.

• Hinde Pagani, senior mobile marketing manager at Coca-Cola, commented: "It is

critical to interact with teens and youth where they spend their time and deliver
engaging and compelling brand experiences."

• She added that mobile marketing strategies aimed at young people have been
introduced in "pretty much all of our markets".

• This comes after Ed Knight of Coca-Cola hailed the success of a recent promotional
drive, telling Mobile Marketing Magazine that its text-based marketing campaign
yielded "relentlessly positive" feedback from retailers and consumers.

• Coca-Cola was among the brands to take part in this year's Mobile Marketing Forum
in Berlin, Germany.

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Marketing Strategies Cigarette Companies Use to Target Kids

Why teens are important to tobacco companies' profits and how marketers catch their
attention.

Everyone knows that smoking is bad for your health, and tobacco prevention efforts
are everywhere. So why do so many teens continue to do it? Tobacco advertising may impact
that decision more than we realize. We know that kids feel peer pressure from other kids in
their everyday lives. But the teens and adults in cigarette advertising may be one of the most
influential peer groups of all.

Targeting Teens

As they move into their teens, kids often feel insecure about their appearance and their
popularity. Cigarette ads use these insecurities to make empty promises. Ads give teens the
message that smoking can help them become attractive, desirable, and independent when the
reality is quite different. Smoking can cause bad breath and yellow teeth, isolate teens from
largely non-smoking peers, and possibly lead to a deadly, lifelong habit.

Toughness and Masculinity

Images such as the Marlboro Man equate smoking with a macho ruggedness that is appealing
to men and boys. This theme mirrors the pressures many boys face to be “tough”. Boys may
believe that smoking will give them the aura of coolness they are searching for.

Body Image and Femininity

Tobacco companies have specifically targeted women and girls for many years by associating
specific brands with slimness. In fact, cigarette advertising often depicts smoking as a weight
management tool. This plays into the cultural pressures to be thin that many girls and women
experience.

Tobacco Companies Need Kids

There are several reasons why tobacco companies target children and teenagers. In order to
keep profits up, new customers need to be recruited to replace the thousands of smokers that

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die each day. Tobacco companies know that very few people begin smoking as adults;
therefore, their best bets for these new customers are kids.

SCOPE OF THE STUDY

Report is considering the youths and is trying to find out the qualities which help
them to develop their marketing strategies.

SCOPE OF THE STUDY

To study the Impact of new fashion and

lifestyle trends.

To study the Focus of the project is

on impact of advertising on
teenagers.

To study the Teenagers hold a mirror

to our society. They are the ones who
provide us with an insight into the
current status of society and how it is
likely unfold in the future.

To study about the Teens impact a

further $150 bn dollar expenditure
every year.

To study about how to explore new

business opportunities for the

company.

For finding the potential market and

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majority of the population.

For increasing & enhancing the

 Project is considering the youths and is trying to find out these qualities which help them to
develop their marketing strategies. The Subject to the availability of appropriate feedback of teenagers
view about the purchase patterns, consumption patterns, decision making patterns, influencing factors
of the teenagers in the research project, the major part will identify the price factors as well as
influencing factor affecting to the market. The identification will be done (a) The teen’s rational
decision factors (b) irrational decision factors. (3) They are Brand loyal or not. So the scope of the
research project is just to understand their influencing factors whether that Television Ads, friends
influencing factors and family decision.

OBJECTIVES OT THE STUDY

This objective will help to find out behaviours of teenagers

In survey we have to find out the majority of the population and the majority of the
strong customers (teenagers/youth) and also have to monitor the maximum fall of cash
between the ages of 16 to 35 year age group. And in the duration of survey we must have to
target everyone because everyone wants to be a teenager or youth and they are playing very
important role to decision making and advertising strategy. We have to segregate all the
category of earning population and also find out the unique category of the customers.

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 RESEARCH
METHODOLOGY

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METHODOLOGY USED

The methodology used in my research is Questionnaire Based, which is the best way
to know about the psychology of the teenagers.

I prepared two questionnaires on the basis of both male & female; targeted audience is both
male and female, the questionnaire consisted of 10-10 questions with alternative options. The
questions in the questionnaire were both closed ended and open ended, so that it was open for
the respondents to give their views, opinion, or any query if they have, which specify to
interpret and tabulate the data collected.

The questioners are based on according to the daily routine of youth & teens buying
behaviour.

We directly interact with interview, to fill the questionnaire in effective manner, we target
specific location to meet with teenager & youth the areas are :

• Malls

• Colleges

• School

• Mc Donald’s

• Multiplex

RESEARCH DESIGN

• Exploratory research design

I tried to cover all major area where teens and youth both regularly go, that’s
why i did not focus on only specific locations i visited multiple location to take
feedback.

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DATA COLLECTION

The data collected can be of two types:

1. Primary data.

2. Secondary data.

Primary data:

The data collected in this source are the first hand data. In my research work I
collected the primary data by personally interviewing the teens & youth and collecting
information with the help of the questionnaire.

Secondary data:

We collected theoretical history part of teens buying behaviours through internet, by

visiting various websites .

SAMPLE DESIGN

It is convenience design.

• POPULATION

5 locations

For taking feedback i went to mostly posh areas where teens & youth both are readily
there:

 Shopping Malls

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  Colleges

 Schools

 Multiplex

 Mc Donald’s

• SAMPLE SIZE

The total number of survey we did 108. And the sample size denotes the number of
respondents which is given below:

Total Responded : 80

Male : 50

Female : 30

• SAMPLING TECHNIQUE

The sampling technique used in this survey is Purposive Sampling. The main
objective of this technique is to serve a particular purpose. Members of the sample are
chosen strictly according the criterion laid down. This sampling is also known as
judgement sampling. As the individual member of the sample is chosen in accordance
with a certain principle, the method of such a selection is called purposive sampling.

In the research work i had criteria of selecting those people who having age between
13to 22.

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METHOD OF DATA COLLECTION

The method used for data collection in my study is Survey Method. This is a
commonly used method in the areas of social science, commerce and management. On the
basis of a research design and sampling design, a well designed questionnaire is used for the
purpose of collecting informative details from concerned respondents.

And also there i used many methods of data collection usually used in research
project. Data from two or more sources will help to support the research answers. The ways
to find sources of data that work suitably for project research.

- Documentation

- Interviews

- Direct observation

The data & information collected with the help of questionnaires and the feedback says that
the majority of the population is teens and youth and also i have found out the maximum fall
of cash in 16 to 35 years of age group in the malls as well as multiplexes and the major strong
customers or target is the youth/teens. And their major influencing factors like branding,
coloring and advertising of the product. And we also found that aged persons also influenced
with the regards of teenagers.

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 • INSTRUMENT FOR DATA COLLECTION

The data collection instrument used was the questionnaire, which consists of the set of
the questions. This is used because it is flexible, and the most common instrument used to
collect the primary data.

DATA -ANALYSIS TECHNIQUE

Analysis of data is done quantitatively and qualitatively both. And the instrument for
data analysis is tabulation of data and pie chat

LIMITATION OF RESEARCH METHODLOGY

Some of the limitations encountered when doing or thinking of doing a research

thinking.
project. Some of the limitation are discuss below:
“in the box”

box” thinking
“out of the
- Time constraints
limitation
- Financial considerations
resource
Human
- Anticipating and avoiding problems
limitations
Equipment
- Equipment limitations
problems
- Human resource limitation and avoiding
Anticipating
- “out of the box” thinking
considerations
- “in the box” thinking. Financial

constraints
Time
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LIMITATION
 DATA ANALYSIS
(WITH GRAPHICALY REPRESENTION)

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DATA ANALYSIS OF QUESTIONNAIRE

I have two questionnaire one is for male and other is for female, the reason behind
this is to know the psychology of both the gender which helps to built new marketing
strategies for new market

The data has been tabulated and the analysis is carried out by the presenting of the
data in the form of graph wherever necessary to facilitate better understanding and the proper
depiction to facilitate interpretations. Information Collected was analyzed by means of
statistical calculations. Tabulation of the data was done to present the data into an easily
understandable.

For collecting primary data structured survey was conducted. The term primary data
refers to the statistical material which the researcher has originated or collected first hand
from the respondents personally. The primary data has been collected through survey and
observation methods. Secondary data means the data which the researcher has obtained from
someone else’s records or findings. This secondary information has been collected from
various magazines, journals, reports, internet etc. Care has been taken to ensure the reliability
and accuracy of this data.

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QUESTIONNAIRE BASED ON MALE TEENS:

1) HOW MANY TIMES DO YOU PURCHASE CLOTHES IN A YEAR?

ONCE 2-3 TIMES 3-6 TIMES MORETHAN 6TIMES

ANSWER: - Reason for selection of the question: - This question is selected in the
INTERVIEW to know about the purchase capacity of the teenagers and the habits of the
various customers.

ANALYSIS:-

From the analysis of the above data we can make out that 8 persons says that we are keen to
purchase clothes 2 to 3 times in a year, 12 persons says that we are usually prefer to shopping
around 3 to 6 times in a year and the lastly 30 persons says that we are used to do shopping
around more than 6 times in a year

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 2) WHEN DO YOU GO FOR SHOPPING?

END OF THE SEASON SALE

ANY PART OF THE YEAR

ANSWER: - Reason for selection of the question: - This question is selected in the
INTERVIEW to know about the purchase pattern of the teenagers and the need of the
various customers in the market whether they influenced by need or the advertisement.

ANALYSIS:-
From the data that is collected it can very easily be make out that 17% of the Teenagers that
are usually go for shopping at the end of the sale seasons. And 33% teenagers says that we
are preferred to do shopping any part of the year.

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 3) WHAT IS YOUR PREFFERED CLOTHING?

CASUAL FORMAL PARTY WEAR

ANALYSIS:-

• 33% teenager says that they are usually wearing casual and 12% persons are filled
up in the questionnaires that formals they are wearing and the 5 % teens are
saying that we prefer party wear only.

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 4) COULD YOU PLEASE TELL US ABOUT YOUR HOBBIES/PAST TIMES/LIKES
Etc. AS PER THE FOLLOWING?

1 2 3

YOUR FAV. HANGOUTS ________________ ________________

________________ __________________

YOUR FAV. MUSIC ________________ ________________

________________ __________________

YOUR FAV.SINGER ________________ ________________

________________ __________________

YOUR FAV. READING ________________ ________________

________________ __________________

YOUR FAV. DISC/PUB ________________ ________________

________________

ANSWER:-

What i observed in this question was that the maximum respondents prefer to
hangouts with the group and mostly in the places where they can have privacy for their
group. And specially, the new handout places like in the new malls.

5) WHERE DO YOU NORMALLY SHOP YOUR CLOTHING FROM?

NONE(1 ONCE IN 2-3 TIMES 3-6 TIMES MORE

) A IN A IN A THAN 6
YEAR(2) YEAR(3) YEAR(4) TIMES IN A
YEAR(5)

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 LEVI’S

LEE

WRANGLER

PEPE

SPYKAR

OTHERS (SPECIFY)

ANALYSIS:-

• Teenager says that there are most preferring brand is Levi’s in a year to year basis
and then after that Lee jeans and then Pepe jeans.

6) WHAT APPEALS/ATTRACTS YOU MOST IN YOUR PREFFERED BRANDS?

LEVI’S (1) LEE (2) PEPE(3) WRANGLER(4) SPYKAR(5) OTHERS

(SPECIFY)
1) PRICE

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 2) QUALITY
3) RANGE/OPTIONS
4) STYLES/DESIGN
5) COLORS
6) FASHION/TREAND
7) BRAND TAG/NAME
8) OTHERS (SPECIFY)

ANALYSIS:-

Teenagers have given the feedback for the product quality wise, product price wise, fashion
wise, brand name wise so the have given different view in a different manner. The categories
the product for their different quality, price etc.

7) WHAT DO YOU BUY NORMALLY AT YOUR PREFFERED BRANDS?

LEVI’S LEE PEPE

WRANGLER SPYKAR OTHERS (SPECIFY)

TOP WEAR

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 1) REGULAR SHIRTS

2) CASUAL (STRIPS/

CHECKS/LINING)

3) BOTH

BOTTOM WEAR

4) JEANS

5) TROUSERS

(FORMALS/CASUAL)

6) BOTH

ANALYSIS:-

Teenager have been interviewed with the help of questionnaires and they just shown their
interest towards their bottom wear as well as top wear around 7 persons says that they are
prefer to wear Levi’s as a top wear and 8 persons says as a jeans and the same for the Lee
Brand around 2 persons says that they are prefer to wear Lee brand as a top wear and 4
persons says as a jeans and same for all the brand

8) HOW MUCH WORTH OF SHOPPING DO YOU DO FROM YOUR PREFFERED

BRAND?

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 (CIRCLE YOUR OPTIONS AS, 1= up to 5000, 2= 5000-15000, 3 = 15000-30000,
4= above 30000)

LEVI’S 1 2 3 4

LEE 1 2 3 4

WRANGLER 1 2 3 4

PEPE 1 2 3 4

SPYKAR 1 2 3 4

OTHERS(SPECIFY 1 2 3 4
)

ANALYSIS:-

Teenager has been interviewed by,with the help of questionnaires and they just shown their
buying pattern and their price sensitiveness so in this question we have analyzed their
behaviour and their perception whether they are price sensitive or the brand affected.

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 9) COULD YOU PLEASE NAME US ANY BRANDS YOU HAVE VISITED OR
SHOPPED FROM IN LAST 1 MONTH?

ANALYSIS:-

Teenagers has filled the questionnaires according to their need and what basically i just
needed to know was that their perception about the brand, whether they are keen to get brand
name or price tag.

10) WHAT DO YOU LOOK FOR IN A PAIR OF JEANS?

GREAT FIT GREAT STYLE

GREAT PRICE

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ANALYSIS:-Teenagers have been given the rank according to the questions. But the most
preferred brand and demanded brand is Levi’s in the Teenagers market.

QUESTIONNAIRE BASED ON FEMALE TEENS:

1) HOW MANY TIMES DO YOU PURCHASE CLOTHES IN A YEAR?

ONCE 2-3 TIMES 3-6 TIME MORETHAN 6TIMES

Table
PERTICULARS NO. OF SAMPALS
Once 1
2-3 times 9
3-6 times 14
More than 6 times 6
TOTAL 30

ANALYSIS:

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Mostly out of 30 sample 14 women purchase clothes 3-6 times and only 1 women purchase
clothes only once in a year.

2) WHEN DO YOU GO FOR SHOPPING?

END OF THE SEASON SALE

ANY PART OF THE YEAR

Table
PARTICULARS NO. OF SAMPALS
End of the season sale 9
Any part of the year 21
TOTAL 30

ANALYSIS:

Out of 30 sample 9 women purchase clothes at the end of the season and 21 make purchase
any part of the year.

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 3) WHAT IS YOUR PREFFERED CLOTHING?

ETHNIC WESTERN BOTH

Table
PARTICULARS NO. OF SAMPLES

Ethnic 6

Western 11
both 13
TOTAL 30

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 ANALYSIS:

Out of 30 samples 6 women mostly wear ethnics, 11 women wear western and 13
women wear both.

4) COULD YOU PLEASE ELABORATE YOUR PREFFERED CLOTHING AS PER

THE FOLLOWING PRODUCT CATEGORIES AND SCALE? (MOST
PREFFERED TO LEAST PREFFERED)

ETHNIC (1) WESTERN (BOTTOMS)(2) WESTERN (TOPS)(3)

SAREES JEANS REGULAR TOPS

SALVAR KAMEEZ LONG SKIRTS TEE TOPS

KURTA PAJAMEE MINIS/SHORTS LONG TOPS

OTHERS (SPECIFY) CAPRIS DRESSES (OVERALL)

ETHNIC (1)
Table
PARTICULARS NO. OF SAMPLE
Sarees 1

Salvaarkameez 2
Kurtapajamee 3
Others 0
TOTAL 6

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 ANALYSIS: Out of 6 women 1 wear saree , 2 wear salvaarkameez , 3 wear
kurtapajamee.

WESTERN (BOTTOMS)(2)

TABLE

PARTICULARS NO. OF SAMPLE

Jeans 5
Long skirt 2

Capris 3
Dresses(overall) 0
Minis 1
TOTAL 11

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ANALYSIS: Out of 11 women 5 daily wear jeans and only 1 woman wear minis.

WESTERN (TOPS)(3)

TABLE

PARTICULAR NO. OF SAMPLE

Regular tops 4
Tee tops 6
Long tops 3
TOTAL 13

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ANALYSIS: out of 13 women 4 wear regular tops, 6 wears tee tops and 3 wear long
tops.

5) HOW OFTEN DO YOU WEAR FOLLOWING IN A MONTH?

UPTO 5TIMES 6 T0 10 TIMES 11 TO 15 TIMES 16 TO 20 TIMES

ABOVE 20 TIME

ETHNIC

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 WESTERN

ETHNIC

TABLE

PARTICULAR NO. OF SAMPLE

Up to 5 times 6
6 to 10 times 4
11 to 15 times 4
16 to 20 times 2
Above 20 times 3
TOTAL 19

Analysis: out of 19 women 6 mostly wear ethnic upto 5 times and 3 wear ethnic above 20
times.

WESTERN

TABLE

PARTICULAR NO. OF SAMPLE

Up to 5 times 2
6 to 10 times 3
11 to 15 times 5

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16 to 20 times 7
Above 20 times 7
TOTAL 24

ANALYSIS: Out of 24 women mostly 5 women wear western up to 5 times in a month and 7
wear above 20 times.

6) WHAT APPEALS/ATTRACTS YOU MOST IN YOUR PREFFERED BRANDS?

PRICE
QUALITY

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STYLES/DESIGN
COLORS
FASHION/TREAND
BRAND TAG/NAME
ADVERTISEMENT
TABLE

PARTICULAR NO. OF SAMPLE

Price 3
Quality 6
Styles/design 5
Colors 3
Fashion/treand 4
Brand tag/Name 5
Advertisement 4
TOTAL 30

Analysis: Out of 30 women 6 women prefer a brand for quality, 5 because of style & brand
and 4 prefer because of fashion & advertisements.

7) WHAT DO YOU LOOK FOR IN A PAIR OF JEANS?

GREAT FIT GREAT STYLE GREAT PRICE

TABLE

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 PERTICULAR NO. OF SAMPLE
Great fit 8
Great style 10
Great price 6
TOTAL 24

Analysis: Out of 24 women 10 women look for great style in a jeans, 8 for great fit and 6 for
great price.

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 GUIDE TO MARKETING TO TEENS
KEY TERMS

GUIDE TO MARKETING TO TEENS KEY TERMS

 Learn marketing to teen’s key terms to create product interest and

increase sales

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 It is essential in today's busy marketplace to know the marketing to teen’s key terms.
Since the way to market products, services and entertainment differs depending on what
audience you're targeting, it is essential to put these terms into practice to ensure success.
Teenagers are some of today's most active consumers, so finding ways to market your
products to them will increase name recognition and revenue. Today, many in the
entertainment industry are using these techniques on social networking sites to generate the
interest of teenage consumers. So take the time to learn the key terms to market products or
services to teenagers and watch your business grow.

Action Steps

The best contacts and resources to help you get it done

Teen

Though technically not teenagers, 'teens' are young people between the ages of eight
and 12. Since many teens are active consumers, reaching this audience is a great way to
ensure success, because as these kids age, they will continue to be active consumers.

I recommend: Learn more about marketing to teens at Alloy Media + Marketing.

Trend spotter

A trend spotter is a person or organization that specializes in learning about upcoming

trends so they can be marketed to a specific audience. Since many teenagers buy products
based on trends, hiring a trend spotter is a great way to increase revenue.

Youth Branding

Youth branding is a marketing strategy that uses the media, events and concerts to
increase name recognition. This technique builds sales for retail products and entertainment

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by using advertising and promotion at sporting events, concerts and on social networks and
blogs.

Social marketing

Social marketing creates interest in social issues and programs to targeted audiences.
Since many teenagers are interested in issues such as animal rights, this is a great way to
generate interest in a social cause. Social marketing brings these issues to the attention of
teenagers to inform them and get them involved to create change.

Viral media marketing

Viral media marketing uses social networking sites such as Face book, Twitter,
MySpace and YouTube to generate interest in things including musicians, products or
concerts. This technique uses videos, blogs and advertisements that connect to a teenage
audience.

Buzz marketing

Buzz marketing is a form of viral marketing that uses word-of-mouth to generate

interest and excitement in products, entertainment and information. Buzz marketing targets
teenagers by using blogs, social sites, advertisements and events to get them talking about
products or entertainment so they will feel compelled to purchase them when they are
available. I recommend: Read about buzz marketing at Fuse Marketing.

 When it comes to reaching young people, technology and trends are key

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 It used to be that for small businesses, teenagers were a liability. According to popular
business mythology, they loved to loiter, were prone to shoplifting and were far more likely
to make a ruckus than to make a purchase. Today’s business owners know better. The
savviest among them are able to recognize true market potential when they see it, and to
disregard stereotypes in order to seize opportunities. They look at teenagers and see not
troublemakers, but rather a powerful group of American consumers.

Here are four good reasons to market teens:

1. There will be approximately 33.5 million teens in the United States by 2010.
2. The Millennial Generation averages $158 billion per year in disposable income.
3. Seventeen percent of teenagers are “influencers” that set trends and whose opinions matter
to friends and family.
4. Nearly four in 10 teens have a checking or savings account in their own name.

LIMITATIONS OF THE STUDY

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 • This project is not covers the entire age of population.

• The study was conducted only in Pune & Mumbai.

• Time and resources has played the biggest constraint for the project work.
• The sample size selected might not depict a true picture of the population. It was around 50
Male and 30 female teenagers in the market.
• And rests other activities like ad campaign, samples distribution has not been done by our
project. so it was not given the whole perception of the teenagers.
• The time for doing survey and research was very less, so it’s not possible to cover
each and every thing with the limited period of time.

• Sometimes the teens and youth may give biased answers, which may lead to incorrect
results.

• Some sampling and non-sampling errors may have crept into the study.
• Some of the Teen and youth groups was not so responsive.
• Some respondents were reluctant to divulge personal information which can affect the
validity of all responses.

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FINDINGS AND RECOMMENDATION

The survey has found that everyone in the market wants to become a teenager and
their perception is the attraction of the product and the advertising of the product but my
major focus was on teenagers and youth in the prospective area like malls, multiplexes
and colleges. Then after that I collected data from their end and got the details of their
buying and consumption pattern of teens are like brand conscious as well as price
sensitive. So that's why they prefer to visits maximum malls for the shopping as well as
spend their time. And now days many companies are using promotional activities like
offers of the day, 50% off up to the price of the product, but one get to 2 free so these all
are the promotional activities from the side of companies. The goal of data collection is to
gain specific data that suit for the research project. I collected specific data depends on
the research questions and the part of analysis. PROF RASHRI KADAM has suggested
that the researchers should accord to plan what data they will collect. For example, they
should list resources to be gathered such as documentation or they plan for questions to
interview. These plans will help researchers when they have to work with other
researchers. The goals of this stage are to ensure that researchers can collect data that they
want and spend time appropriately .Most information in this thesis is from secondary data
which are collected from text books, web sites of knowledge management.

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 BIBLOGRAPHY

BOOKS

AUTHOR PHILIP KOTLER

TITLE MARKETING MANAGEMENT
PLACE OF PUBLICATION PEARSON EDUCATION PTEM LTD, INDIAN

NEW DELHI
DATE OF PUBLICATION SEPTEMBER 2007
NUMBER OF PAGES 31-50
MAGAZINE 4 P’S OF MARKETING
AUTHOR ARINDHAM CHOUDHARY
TITLE 4 P’S OF MARKETING
DATE OF ISSUE DEC 2009
PAGE NUMBER 15-40
INTERNET www.Google.com

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