The End of Age Target Marketing

Martine Roefflaer

Peer group' marketing is a new way of target marketing in the children and youth market. This paper argues that it is sometimes better to no longer perceive the young consumer as a 'kid', a 'teen' or an 'adolescent', but to approach the young consumer beyond different stages of development by defining him/her as a part of a peer group.

The End of Age Target Marketing. The End of Kids and Teen Research

Martine RoefflaerCensydiam for Kids Belgium.

RECENT DIFFICULTIES IN MARKETING WITH RESPECT TO KIDS AND TEENS

The annoying breakoff effect occurs sooner

Several years of market research in the market of kids and youth taught us that, globally speaking and regardless of markets, products break off around the age of 9 years. This means that children at that age will suddenly start to refuse a product they previously liked. It quickly became obvious that this change in behaviour is related to the reference group that becomes...

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