Technology-induced Changes in Consumer Behaviour: A Study of the Impact of Emerging ICTs on the Consumer Behaviour of the Youth Market

Technology-induced Changes in Consumer Behaviour: A Study of the Impact of Emerging ICTs on the Consumer Behaviour of the Youth Market

Authors

  • Bhavik U. Swadia

Keywords:

Consumer behaviour, The Youth Market, Next Generation ICTs

Abstract

Young adults are the consumer of the future. They have been described as ‘the engine of growth’ over
the next two decades and ‘agents of change’ in the world of marketing. Young adults inhabit an exciting and
ever-changing digital marketplace. They are early adopters and key influencers of new technology.
Although this group is still motivated by the same aspirations as previous generations, the key differences
today are the new communication channels that they use. Next generation information and communication
technologies (ICTs) may dramatically change the way the youth market makes buying decisions and could
redefine how marketers can reach consumers. T
his study examines if there is a new IT-enabled consumer that inhabits an interactive marketplace
characterised by high levels of heterogeneity. It assesses whether this new consumer will make traditional
approaches to marketing redundant. It critically evaluates the attributes of next generation ICTs and their
impact on the consumer behaviour of the youth market.

Downloads

Download data is not yet available.

References

Antonides, G. and Van Raaij, W. (1998), Consumer Behaviour, A European Perspective, Wiley and Sons,

New York. pp.105-122.

Arnett, J.J. (2000), ‘Emerging adulthood: A theory of development from the late teens through the twenties’,

American Psychologist, Vol. 55, No.5, pp. 469-480.

Bakewell C. and Mitchell, V.W. (2003), ‘Generation Y female consumer decision-making styles’,

International Journal of Retail and Distribution Management, Vol. 13, No. 2, pp. 95-106.

Bandura, A. (1986), Social Foundations of Thought and Action: A Social Cognitive Theory, Prentice-Hall,

Englewood Cliff, New Jersey.

Fannin, R. (1984), "Marketing to teens: all talk and no action", Marketing and Media Decisions, Vol. 19,

No.9, pp.42-47.

Herbig, P., Koehler, W. and Day, K. (1993), ‘Marketing to the baby bust generation’, Journal of Consumer

Marketing, Vol. 10, No.1, pp.4-9.

Holbrook, M. and Schlinder, R.M. (1989), ‘Some exploratory findings of the development of musical

tastes’, Journal of Consumer Research, Vol. 16, No.1, pp.119-24.

Keillor, B. D., Parker, S.R, and Schaefer, A. (1996), ‘Influences on adolescent brand preferences in the

United States and Mexico’, Journal of Advertising Research, Vol. 36, No. 3, pp. 47-56.

King, M.M. and Multon, K.D. (1996), ‘The effects of television role models on the career aspirations of

African-American junior high school students’, Journal of Career Development, Vol.23, No.2, pp.111-25.

Loudon, D.L. and Della Bitta, A.J (1993), Consumer Behaviour: Concepts and Applications, New York:

McGrath Hill.

Marketing Institute of Ireland (2005), MII Quarterly, Issue one, pp.3.

Moschis, G.P. (1987), Consumer socialisation: A life-cycle perspective, Lexington Books, Lexington, MA:

D.C. Heath.

Snyder, D. P. and Edwards, G. (2004), The strategic context of education in America, 2000 to 2020, On the Horizon, Vol. 12, Issue: 4, pp. 136 – 150.

Spero, I. and Stone, M. (2004). Agents of change: how young consumers are changing the world of

marketing, Qualitative Market Research: An International Journal, Vol.7, No.2, pp.153-159.

Tapscott, D. (1998), Growing Up Digital, 1st edition, McGraw-Hill, New York, pp. 16-40.

Widdicombe, S., Woffitt, R. (1995), The Language of Youth Subcultures: Social Identity and Action,

Harvester Wheatsheaf, London, pp.56.

Zollo, P. (1995), "Talking to teens – the teenage market is free-spending and loaded with untapped Potential,

A veteran of the teen market research explains what’s cool, what’s not and how to tell the difference",

American Demographics, Vol. 17 No.11, pp.22-2 8.

Additional Files

Published

10-04-2016

How to Cite

Bhavik U. Swadia. (2016). Technology-induced Changes in Consumer Behaviour: A Study of the Impact of Emerging ICTs on the Consumer Behaviour of the Youth Market. Vidhyayana - An International Multidisciplinary Peer-Reviewed E-Journal - ISSN 2454-8596, 1(5). Retrieved from https://vidhyayanaejournal.org/journal/article/view/178

Most read articles by the same author(s)

1 2 3 > >> 
Loading...