Young Track: 4 purchase decisions influencers of urban Indian Youth

12 Dec,2012

By Samyak Chakravarty

 

Experiential Engagement:  With so many campaigns all over, youngsters are biased towards brands that are able to engage with them in an innovative and sustained manner.  They respond more effectively to activations that make them think. For instance, games/events in college festivals where the product is a key part of it has successfully created a great recall value.

 

Testimonials:  When at the point of purchase, young people will easily make a choice if there have been testimonials and chatter about a brand amongst friends beforehand as it reassures them that their choice is right.  For instance, while purchasing laptops,students will tend to buy the models which have been conversed about the most within their network. So then effectively the best brand agents for this segments would be from within the TG itself.

 

Strategic presence:  Young people feel more connected and loyal to brands which are present at points and times of need. They will only use that brand even if not in a dire situation the next time. For instance, Red Bull is always present outside colleges post exams / festivals – at times when youngsters would want to consume it the most. This automatically results in building a strong relationship with the young consumer.

 

Social Relevance: A currently small but increasingly significant trend is that students prefer buying products, which have a positive impact to society and try not to choose products that in some way create harm. For instance, young people have started influencing their parents to only purchase eco-friendly home electronics even though they may be more expensive.

 

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