The most surprising bit
of data, global/domestic trends has always been a contentious issue, given the
real problem of trends. Today the picture is a complex one; it would be wrong
if I would say something and bank on a specific target group as our prospective
decision maker.
Companies tries to
rectify this by employing a combination of lifestyle and ownership of consumer
durables to profile the hard-to-reach affluent consumers and their mass and
emerging media consumption. Find out whom to target?
In earlier times it was
the adults who decided which toy or toys to buy for their children. You could
easily find out the children as end user, the mother was the decision maker and
father held the financial purse strings.
Today, the scenario is
changing rapidly, children are participating in the decision making process.
Internet age children are in better position to get more information more
quickly than their parents or grandparents. (The term of influencer has been
changed to decision maker).
On the other hand
parents are also encouraging their children to make their own decisions so that
they could get the experience.
If you are enjoying
your parenthood than I personally believe that parents accept children’s
decisions about what to wear and what to eat and drink. And their sure shots
are choices of TV program's, movies, video games and music. So it is very
important for the marketer to understand the children sights to strengthen
their brand.
