Please use this identifier to cite or link to this item: http://hdl.handle.net/10321/1005
Title: An evaluation of the emerging teen market in Durban, South Africa : some marketing implications
Authors: Veerasamy, Dayaneethie 
Robertson, Natasha
Keywords: Teen market;Nag and pester;Guilt consumerism
Issue Date: Jun-2012
Publisher: International foundation for research and development
Source: Veerasamy, D. and Robertson N. 2012. An Evaluation of the Emerging Teen Market in Durban, South Africa: Some Marketing Implications. Journal of Economics and Behavioral Studies, 4(6): 376-383.
Abstract: Children between the ages of eight and twelve, known as teenagers or teens, have become a lucrative customer base. These teens are considered to be ‘in between’ the traditional child and teenager stages of development. South African society has undergone a sweeping change in its vital institution–the family. Trends such as smaller family size, single parent households, dual incomes and postponing children until later in life means that society is increasingly becoming cash rich and time poor. Guilt plays a major contributing role in spending decisions as time-stressed parents substitute material goods for quality time spent with teens, therefore opening a floodgate to marketers who monopolize on this pang and guilt factor. Guilt consumerism has now transformed teens into key players in marketing strategies. This research paper aims to provide an insight into the rising consumerism in teens due to the ‘nag’ and ‘pester’ power- bug that has fuelled marketing tactics.
URI: http://hdl.handle.net/10321/1005
ISSN: 2220-6140
Appears in Collections:Research Publications (Management Sciences)

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