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Study of ‘Understanding the ‘TWEENS’Study of ‘Understanding the ‘TWEENS’

Presented By:

Siddharth Ahuja

Roll No: 061041

FMG XV

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Objectives of the study

To understand the “tweens” in terms of Their attitudes and values

AspirationsLifestyle

Pester powerBrand consumptionMedia consumption

Identify various segment among tweens And profile them

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Depth interviews to understand the marketers’ point of view

Second Stage Review: Narrowing the alternatives

Depth interviews to understand the intenders’ perceptions

First Stage Review Analysis of the secondary data.

Third Stage Review:Analysis of the Primary Data

Search for the secondary data.

Questionnaire design and sample selection

REPORT FINDINGS

RRESEARCH METHODOLOGY AT A GLANCE

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INVESTIGATIVE QUESTIONS

● What goes on inside a tweens head?● What all is done by a kid during the day, right from the moment

he wakes up till the time that he sleeps?● Who a tween looks up to?● What Tweens Watch, Read, or Listen To?● How much does pester power works? What are the driving factor

of pester power?● What is the influence of technology on kids?● What all do tweens look up in their apparels in accessories that

they wear? What is ‘Hot’ and ‘Cool’ for them?● What are the eating habits of tweens?

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RESEARCH INSTRUMENTS

Quantitative:

• Questionnaires were designed and filled by respondents.

• EXCEL and proprietary models of AC Nielsen were used for analyzing the data collected

Source of Data :

Collected from kids from 6 cities.

Qualitative:

Depth Direct Interviews were conducted

Several rounds of Group discussions were also conducted.

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QUANTITATIVE STUDY DETAILS

Target Population: Kids who lie in the age bracket of 8-14.

Sampling Technique:A random sampling

technique wasadopted, and housewives

were approached.

Sampling Frame:Kids who belong to

SECA, B and C

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Understanding the ‘TWEENS’Understanding the ‘TWEENS’

A QUALITATIVE STUDY

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CONSUMERS’ SPEAK

I am just beginning to form my own identity, but I still need to fit in

I need to be recognized as individual

I like getting mail in my own name

I think more about who I want to be than what I want in lifeI feel pressured to perform

•The world around me is increasingly

tough and unforgiving•I feel like an

inexperienced and self-conscious teen, not a confident kid

•I feel stressed by all

that is going

What goes on inside a tweens head

Inside a Tween’s Day •I make more small choices

•I have much more media freedom•I like joining clubs and going to social events with my

peers•I wish school was more challenging

•Most of my friends think it’s cool to be smart •I grew up online and expect transactions to be fast

•I like socially-oriented Web sites, text messaging, and email

•Boys I know like gaming sites and competitive online activities

•I don’t have a lot of free time

What Tweens Watch, Read, or Listen To

•Most of the tweens like going to movies for fun•But not many boys like movies

•They like playing video games and sports•I encounter a cluster of ads per day

•The media I pay attention to keeps me up to date so I fit in better at school

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OTHER FINDINGS

Kids apparels and accesories

• Terms like ‘HOT’ and ‘COOL’ are common. • Apparels are not the first purchase intended by tweens from their own pocket money.•Make up is getting popular with female kids.• Spend a lot on accessories-wrist bands, ear rings, watch, sunglasses etc.

Influence of technology

• Kids these days are highly techno-savvy.• Technology influences almost all aspects of their lives.• They have high awareness level and know about the latest inventions and products.

PESTER POWER•Kids now have greater pester power. • Key drivers of pester powerMore working women Grand parents’ increasing role in bringing up childrenRise in the number of

single parent households Delayed parenthood

Greater exposure to kids The ‘Askable’ Parent Growth of retail sector

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Understanding the ‘TWEENS’Understanding the ‘TWEENS’

A QUANTITATIVE STUDY

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LIFESTYLE

39 3748

3850

2941

59 6150

6150

6959

2 2 2 1 0 2 0

0

10

20

30

40

50

60

70

80

90

100

All Mumbai Delhi Kolkata Chennai Bangalore Hyderabad

Like playing indoor games more Like playing outdoor games more Do not play at all

More outdoorsy… more so in Bangalore

99 100 98 99 94100 100

1 0 2 1 60 0

0

10

20

30

40

50

60

70

80

90

100

All Mumbai Delhi Kolkata Chennai Bangalore Hyderabad

Yes No

All tweens have more than 4 hobbies on an average, tweens in Kolkatata though seem to be more focused on their hobbies. Watching cartoon stands out as a hobby- followed by sports specially cricket and pursuing artistic activity like dancing and music.

INDOOR V/S OUTDOOR

HOBBIES

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LIFESTYLE

14

66

20

4

72

24

9

68

23

9

62

30

42

48

10

4

78

18

22

61

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0%10%20%30%40%50%60%70%80%90%

100%

All Mumbai Delhi Kolkata Chennai Bangalore Hyderabad

I save all of the money I save half and spend the rest I save nothing, I spend it all0

10

20

30

40

50

60

70

Mum Delhi Kol Chen Blr Hyd

Buying chewing gums andchocolates

Buy wafers/ soft drinks

Buy gifts for friends

Go to restaurants/ other eatingjoints

Watch movies

Buy some fancy items

Buy items for self that I do nothave (like certain apparels)

Have get-togethers at friends'place/ your own place

Buy collectibles

Most tweens save part of their pocket money. Kolkata least thrifty while Chennai most thrifty.

Spent mostly on impulse food purchase followed by gifting.

Movies more a west and south phenomenon

SPENDING HABITS

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LIFESTYLE

0

10

20

30

40

50

60

70

80

90

100

Mum Delhi Kol Chen Blr Hyd

Restaurants

Local fast food joints

Other food joints like McDonald's, Pizza Hut, KFC, etc.

Coffee shops like Barista/Café‚ Coffee Day

Clubs

Eating out more pronounced in DelhiMcDonald’s, Pizza Hut, KFC etc more pronounced phenomenon in Mumbai, Delhi, Hyderabad

EATING HABITS

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On an average tweens get about Rs. 250 per month as pocket money. Mumbai and Bangalore tweens getting a higher than average share at Rs. 440 and Rs. 320 respectively. Kolkatta exhibiting the lowest share. Stricter parental control???

Visiting friends and relatives stands out as vacation activitiesCamps a west and south phenomenon. South exhibits more vacation activities on an average

Mumbai and Kolkata exhibits large friend circle. Best

friends are usually of the same sex.

Girls more likely to make friends with the opposite sex

OTHER FACTS ABOUT THEIR LIFESTYLE

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Most tweens do not have a clear idea of a role model..

More so in DelhiKolkata tweens more

motivated by family and sports personalities while Mumbai and females by

Movie stars

Sachin and Shah Rukh the favourite role models after

parents. Shah Rukh and Hritik bigger role models than Amitabh

BachchanUnderstandably male children

idolise father while females idolise mother

-Favorite actor/actress Bollywood : Sharukh khan -Favorite actor/actress Hollywood : Arnold Schwarzeneggar Jackie Chan, Tom cruise -Favorite Sportsperson : Sachin

Tendulkar

High mentions of secured professionsWhile males aspire to be engineers females prefer Doctors or teachers

ASPIRATIONS

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ASPIRATION(cont.)

Doctor29%

Engineer19%

Teacher12%

Pilot6%

Sccientist4%

Air hostess3%

Others27% Doctor

Engineer

Teacher

Pilot

Sccientist

Air hostess

Others

0

10

20

30

40Doctor

Engineer

Teacher

Pilot

scientist

Air hostess

Males

Females

High mentions of secured professionsWhile males aspire to be Engineers females prefer Doctors or Teachers

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ATTITUDES AND VALUES

Education is unanimously importantMumbai tweens though show lower affinity for studies

School not so pleasurable an experience for

tweens in the south

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Segmenting the ‘Tweens’-The Process

The children were exposed to a battery of statements which dwelled on various aspects about their values, beliefs, life in general, parents and other aspects about his life…e.g.

We should respect elders Honesty is the best policy My parents do not spend enough time with me etc…

On a 5 point scale ranging from Agree to Disagree

Basis the responses to the above statements the respondents were segmented using cluster analysis

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The Emerging Segments

15%

12%

25%

48%

The All Indian Jock/CheerleaderThe Traditional ReticentThe Dependent DiffidentThe Righteous Angel

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Who are these tweens??

 The All Indian

Jock/CheerleaderThe Traditional

ReticentThe Dependent

DiffidentThe Righteous

Angel

Base: All respondents

89 69 148 277

Brief description

●Likes sports more than studies,● loves to win,●loves all good things in life- nice clothes etc ●Throws tantrums, ●Does not care much for traditional values yet loves to be pampered by parents●Mostly Mumbai

●Conform to traditional values●Pushed by parents to excel●Have a favourite cartoon character●Pacifies by parents when upset●Mostly Bangalore

●Not keen on winning always●Do not believe in team work●Unsure of values●Go out with parents●Unsure of standing out

●Righteous attitude about values●Do not throw tantrums●Prefer studies●Not keen on winning always●Prefer home food●More girls ●Mostly from Hyderabad

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PESTER POWER

● Kids from delhi have greater pester power

0

10

20

30

40

50

60

70

80

Mum Delhi Kol Chen Blr Hyd

Television / Hometheatre

Cars

Refrigerators

CD Player / MP3

Computers

Mobile phones

0

10

20

30

40

50

60

70

80

AI J/C TR DD RA

Television /Home theatre

Cars

Refrigerators

CD Player /MP3

Computers

Mobile phones

DD enjoy greater pester power

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MEDIA CONSUMPTION

•Almost 90% tweens watch television daily•Tom and jerry is the favorite show across all kids.

•They like bollywood movies more than hollywood and Animated movies

•62% kids don’t listen radio•48% AI J/C listen radio

•Only 15% of kids surf internet.•Only 9% TR surf internet

•They access mostly from schools(35%)And home(33%)

•Used for playing games(38%) and checking emails(38%)•RA use it mainly for playing games(54%)

•96%kids don’t have aCellphone.

•Out of these 67% use their parent’s phone

•95% of TR use it for playing games

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RECOMMENDATIONS FOR A RESEARCH ORGANIZATION: QUALITATIVE

The customer in today’s date wants to influence and interact with the brand Promise.

In order to be successful, today’s products must have multidimensional interactive marketing

programs across multiple channels in parallel

Authenticities and straight talk are important.

Secrets and nuances that can be discovered are vital to keeping the brand fresh.

Peer to peer guerilla marketing is critical to

success.

Online and offline worlds have blurred.

Brand loyalty is more ephemeral; brand passion is stronger than ever before.

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LIMITATIONS WE FACED..

The responses given by the respondents may not be

true or may be biased

All aspects of tweens psychology cannot be covered in

this research

The sample size taken by us for the study may not be a true representative of the entire target population

defined for the study .

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THANK YOUTHANK YOU