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Research papers

The importance of brand preference in adolescence for brand loyalty later on

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Brigitte Melzer, Astrid V. Middelmann-Motz
June 15, 1984

Research papers

The outlook on life of german youth

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Author: Manfred Schillinger
June 15, 1984

Research papers

Birthrate in decline

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Arnaldo Aisa, Luisa Pogliana
June 15, 1984

Research papers

Communication towards 15-25 year old youngsters

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Author: Marc Gilles
June 15, 1984

Research papers

The 'ombudsman' for children: The needs of young consumers

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Author: Maalfrid Grude Flekkoy
June 15, 1984

Research papers

Relevance of young people's environmental attitudes to future transportation developments

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...

Catalogue: Seminar 1984: Marketing To Children And Young Consumer
Authors: Gerhard Mattrisch, E. P. W. Minx
June 15, 1984