In 1983 "focus" in Munich carried out a psychological study "the automated bank". From this study and also from others we know that young people accept modern banking technology but they also want the personal contact with bank officials. This is compatible with the general trend towards more humanism. Young people are more open-minded about banking technology (it depends on the kind of technology) than adults.
This paper initially highlights the major developmental landmarks of the adolescent period, focussing specifically on the social and psychological adjustments which are demanded of the individual. This examination not only presents a concise picture of the changes occurring during these years of transition but also provides a valuable context for the latter part of the paper, where we consider the ways in which an understanding of this age group can be of use from the marketing perspective.
The basis of this paper is a qualitative study on the topic of feelings towards life of German youth. Youth are obviously at the same time a widely discussed and a poorly understood subject; at least there are too many, too conflicting, too ambiguous and too fast changing answers and explanations. In our qualitative work we tried to lessen the distance by describing and analysing youth directly, in their spontaneous and unfiltered acting out.
How great is the brand-loyalty of adolescents? This is a crucial question of brand advertising and marketing strategies directed towards young people. In this study, carried out in 1984 data on brand-use and brand-preference was collected for 1970 when todays respondents were 16 years of age, and for 1984 at an age of 30 years. The findings of the study make the following clear: contrary to the often heard prejudice regarding young consumers viewing them as volatile, unstable, not consumption-oriented and mainly interested in themselves, in average 52% of the 30 year olds admitted being loyal today to the brands they used in 1970 and more than a third of the sample considers the same brands their main brands in 1984 as in 1970.
The paper describes how information about the needs of children must be communicated to planners, policy makers, as well as to groups that produce and market products designed for - or used by- children. If information and communication prove insufficient for the protection of the interests of children, legislative measures must be proposed.
In this paper we are concerned with the development of a market - the passenger car section - that is to be described as narrow, for it is on the threshold of maturation, and this means a special challenge for market research and marketing strategies. In this context we shall not take into account potentials of influencing future consumer's behaviour, but want to face the problem of identifying and describing future developments and their consequences.
The paper describes a small-scale exploratory study among school-children, supplemented by preparatory desk research, and by interviews with a variety of adult professionals working in the broad field of child communications. The overall objective was to increase our understanding of how children use television advertising in general, and within this, to concentrate on the nature and emotional weaning of the communications that result from children's exposure to advertisements, rather than on subsequent behavioural effects. The most important specific aims were: A ) to investigate children's reactions and attitudes to "educational" ads, compared with ordinary commercial ads that they liked, and; B) to try to deduce some valid practical rules for producing successful TV advertising communications for children, whether for commercial purposes or in health and safety education.
The analysis is based on: - the results of prospective survey carried on among 400 14-20 year old youngsters (400 qualitative interviews of one hour and a half each); and on the main findings of: - 500 qualitative interviews carried on among 16-25 year old youngsters on problems of social communication in France.
The subject of children and distribution has never been the object of a specific study. The following report has been drawn from the research which we have been conducting annually in France for more than five years on "the Universe of Aug-14 year olds" and also from various market studies carried out for clients in such areas as food and clothing. Our object is to present provocative remarks destined to stimulate reflection rather than to reassure our audience with concrete and precise answers.
In view of the decline in birthrate which has occurred in industrialised countries, the companies operating in the Youths' Products Markets are faced with serious problems both with regard to the decreased number of youths and with regard to the lack of adequate and timely information about present general sociological changes in the Youths' population. This paper illustrates an initiative promoted by Arnoldo Mondadori Editore in this respect.
Among many stereotypes, one is central: the primordial role of young people and children. They are supposed to have no difficulty grappling with computers from the outset, to be naturally enthusiastic and to learn easily. So, they will be initiators. From a research, based on group discussions and polls on teenagers (aged 12-18) and adults, we tried to know to which extent those stereotypes are relevant. The reality seems to be a far cry from any impulsive, unrestrained attraction, from passionate enthusiasm. Teenagers look at computers as a difficult technique, which is dry and tedious to learn, and of purely utilitarian interest, confined to school or work. Their attitudes are furthermore very diverse, ranging from passionate interest to rejection: a segmentation is necessary, in order to find potential targets. And what in fact leads them to take an interest is an internalised realisation of the necessity of computers, first at school, later on at work. So strategies presenting the computer as a game or as a household aid don't fit their expectations. An international comparison, with Italy, The Netherlands and Sweden, draws more or less similar conclusions.