Youth as Target Market Based On Their Media and Buying Habits: A Case Study of Millennial's in India


International Research Journal of Economics and Management Studies
© 2023 by IRJEMS
Volume 2  Issue 1
Year of Publication : 2023
Authors : G. P. Dinesh, Divyabharathi
irjems doi : 10.56472/25835238/IRJEMS-V2I1P135

Citation:

G. P. Dinesh, Divyabharathi "Youth as Target Market Based On Their Media and Buying Habits: A Case Study of Millennial's in India" International Research Journal of Economics and Management Studies, Vol. 2, No. 1, pp. 277-282, 2023.

Abstract:

The youth market, also known as the millennial or Generation Y market, refers to consumers aged 18-32. This demographic is often considered a key target market for many industries, including fashion, due to their significant purchasing power and influence on trends. Fashion companies often aim to appeal to the youth market by staying current on emerging trends, using social media and digital marketing to reach them, and collaborating with popular Influencer's and celebrities who appeal to this demographic. Additionally, many fashion brands also release lines specifically targeting a younger audience, with a lower price point and more trendy styles. Marketing strategies of targeting the youth market also put a focus on personalization, interactive and experiential marketing and cause-related campaigns, as they tend to be more conscious of their consumption choices. This paper highlights the importance of Youth as target market and what marketers can do to effectively target them.

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Keywords:

Youth, Target Market, Millennial's, Marketer.