Just txt me' : an empirical study of consumer behaviour in the youth market

This paper discusses exploratory research into understanding the consumer decision process of young people, with particular attention to telecommunications companies. The importance of this age group to marketers and businesses is explored, consumer decision processes discussed and the effectiveness of current telecommunications branding strategies within this market is presented. The contribution of this paper is to identify the twofold implications for marketing managers and businesses. Firstly, marketers will need to adapt the delivery of marketing messages, from the traditional to an interactive online world where advertising is viewed as an intrusion. Secondly, marketing messages need to be less about a specific brand or individual product and instead, provide opportunities for interactive communication through the online medium.