TITLE OF THE ASSIGNMENT

TEENS BUYING BEHAVIOUR AGE (13-19)

YEARS


MBA
SARALA K
REG NO:- MB180042

GP
INTRODUCTION TO MARKETING
 MARKETING:

 “Marketing is an organizational function and a set of processes for creating, communicating,

and delivering value to customers and for managing customer relationships in ways that
benefit the organization and its stakeholders” (American Marketing Association 2004).

 “Marketing is everywhere. Formally or informally people and organization are engaged in a

large number of activities that could be called marketing.” Good marketing has become an
increasingly vital ingredient for business success and marketing profoundly affects any
business. Marketing is applicable to almost every activity of our day to-day life. We can
understand that marketing management is an art as well as science. It is multi-functional
because it chooses target market, gets prospective customers.
Definitions of Marketing:
 The American Marketing Association offers the following formal
definition: “Marketing is an organizational function and a set of
processes for creating, communicating and delivering value to
customers and for managing customer relationships in ways that
benefit the organization and its stake holders”.
 “Marketing includes all those business activities involved in
assessing and converting customer purchasing power into effective
demand for a specific product or service and in moving the product
and service to the final consumer.”
YOUNG INDIAN MARKET:

 “The future is not in the sun, moon, stars or other planets, it’s in our young generation”. Young
generation is made up of teenagers, these teenagers are called as special consumers. Their
thought processes and consumption patterns are of high significant for marketers.
Demographics of teenagers is huge in India. India has a major population below the age group
of 35, therefore the size of purchasing power of the youth is of at most important to marketers.
Teenagers market has become a major segment of the study therefore marketers have engaged
themselves to understand the teenagers market. The Indian teenagers market is from the digital
world there are brand conscious and have a different way to look beyond the utility aspect of a
product or a service to derive brand and life style statement associated with the product and
service. India is ranked 3 in the list of brand conscious countries in the world (Nielsen survey).
CHANGING TRENDS :

 The Markets are dynamic in nature and the four big areas of
change that continue to influence practice of marketing are
Globalization, Technological Change, Personalization and
Integration. Marketing efforts can be directed towards these
dynamics. Its presents commence on New Service
Development, Segmentation, Data Base, Marketing Channels
and Advertising as these relates to marketing dynamics.
CONSUMER BEHAVIOR :

 Consumer behavior focuses on purchase behavior of individuals and how they judge
and use product and services. Behavior exhibited by the consumer during the point
of purchase is termed as consumer behavior. Consumer behavior studies the decision
making process in purchase. We buy products according to our needs, preferences
and purchasing power. What, when, where, and how we buy depends on perception,
culture, self concept, age, family, values, beliefs, personality and many other factors.
Therefore marketers try to understand consumer behavior and formulate plans for
marketing. Consumer behavior is a complex and dynamic process all the decisions
taken by the marketers are based on the assumptions of consumer.
TEENS'S BUYING RESPONSE

 The Teens's Buying Response gets reflected in three ways:

 1. Teens make personal purchases and spend small

amounts of money on their own

 2. They make purchase request to their parents; and

 3. They play different roles in the family's purchase

decision.
REVIEW OF LITERATURE

Jacqueline J. Kacen and Julie Anne Lee (2002)15 this study

deals with Impulse shopping behaviour. Electronic commerce
market has grown in leaps and bounds. This is supported by
Television and advertisements. This gives easy access to
impulse purchasing opportunity. Impulse shopping behaviour is
also decided on the cultural aspects including self image. This
has helped marketers to understand the impulse shopping
behaviour of consumers and the factors on which it is based.
COMPANY PROFILE
 Jubilant FoodWorks Limited (the Company) is a Jubilant Bhartia
Group Company. The Company was incorporated in 1995 and
initiated operations in 1996. The Company got listed on the Indian
bourses in February 2010. Mr. Shyam S. Bhartia, Mr. Hari S. Bhartia
and Jubilant Consumer Pvt. Ltd. (formerly Jubilant Fresh Pvt. Ltd.)
are the Promoters of the Company. The Company & its subsidiary
operates Domino's Pizza brand with the exclusive rights for India,
Nepal, Bangladesh and Sri Lanka. The Company is market leader in
the pizza segment with a network of 1,249 Domino’s Pizza
restaurants across 276 cities in India (as on June 30, 2019).
DATA COLLECTION
 India has largest teen population in the world and has largest potential market for
brands that are targeted towards teenagers. It is highly imperative to study profile of
teenage market. This is relatively a new segment with high potential. Profiling this
market helps the marketers to customize its strategies, profiling them
demographically, economically and psychographically, will give marketers a 360
degree view of teenagers market. Teenagers have a huge influence on family
purchase decision. By profiling teenage market we understand the buying behavior,
preferences and choices of teenagers. Brand loyalty starts at an early age and is
stretched to adulthood. Marketing professionals have realized this fact of brand
loyalty
PRIMARY DATA
 The primary data is that data which is collected fresh hand, and for
first time which in nature. Primary data can collect through personal
interview, questionnaire etc., to support the secondary data.
Secondary data
The secondary data are those which have already collected and stored.
Secondary data easily get those secondary data from records,
journals, annuals reports of the company etc., it will save the time,
money and efforts to collect the data. Secondary data also made
available through trade magazine, balance sheets, books etc.
FINDINGS

Now a day’s all the teen age people where changing their life
style so many of the people and they are changing the food
habits as per my assignment . now a days all the teen age
people where looking for the new change in the many of the
various manners .so now a days the pizza brands or shops
where increased very much. Teen age people are changing their
life style in many of the various manners.
SUGGESTIONS

 As per my suggestion now a days pizza has become a new Trent. So we

should change the mind set of the people in the many of the various manner.
 As per my suggestion we should do the top of over Indian productions in
the top level in the many of the various manner.
 The buying decisions of the teenagers is motivated by the current trends and
the peer acceptance. This may shadow the personal need of the teenager
buyers. The teenage buyers are associated with the frequent shopping,
impulsive and unnecessary buying. The more frequent buying would lead to
fates. This might lead to wastage of the hard earned money.
THANKS
ANY QUESTIONS ?