The influence of marketing media on tweens propensity to consume electronic goods.

Doctor of Philosophy in Management. University of KwaZulu-Natal, Pietermaritzburg, 2017.Tweens are a different regiment of children who are not reflected as children, but have not technologically advanced into fully autonomous teenagers (Hulan, 2007:31). This target market is viewed as the, “richest generation of children” (Lindstrom, 2004:175). This market has disposable income and the ability to influence purchases which are endorsed, which results in the tween market being acknowledged as a commercial niche market. For an effective marketing campaign, marketing managers need to be mindful of children’s advertising knowledge, as well as the influence and pressure from peer endorsement on purchases which are made. As a result, to define the influence of these variables, a research tool (questionnaire) was given out to respondents involving 390 participants in primary and secondary schools situated in the KwaZulu Natal region, who successfully completed this research instrument. Questionnaires were administered to the tween market during life-orientation class as an exercise in the selected schools. Parent/Guardians consent had to be received before their child was able to participate in the study. Children were also given consent forms to fill in; to make the teacher aware if they wanted to partake in this study. The main aim of this study was to understand the influence marketing media has on tween market consumption, which produces their consumption patterns. Also with the different media channels developing, the marketing teams have to understand how this target market understands and interprets their messages. The key research objective was to define tweens advertising literacy at different stages and their propensity to consume advertising literacy, as well as the degree of parents’ and peers’ influence on their purchasing decisions. Understanding what factors influence the tween market was also looked at to determine their role in purchasing decisions. These factors will assist marketers and professionals when margin structuring marketing and media campaigns aimed at the tween market. Generation Z is defined as the tween market and this was also looked at in detail; it consisted of character, personality and preferences. Their consumption of media and digital media was looked at in detail as it influences marketing campaigns. Data was analyzed using SPSS (Statistics Package for Social Sciences). Findings from the data collection were signified, and compared to the collected works gathered, and an emphasis was on Roedder’s information processing model and Piaget’s Hierarchy of Cognitive development, (Roedder, 1981:145; Piaget, 1960:135). The data gathered was displayed in various chart formats and tables to form an illustration of the results. The results showed there is a sturdy positive association amongst advertising literacy and the different age-groups. Peer influence also has an influence on the tween market purchase decision. It was also established the tween market is inclined to consume endorsed products, which have a high visibility during consumption, then goods with lower consumption conspicuousness. Parental influence also has a strong influence on the tween market and their purchase decisions. Other factors i.e. cultural & social, will also be looked at to gather insights on alternate factors which influence the target audience’s purchasing decisions. From the key gatherings, recommendations and insights were put together for South African managers and marketing professionals. This study report includes recommendations for research and considerations for marketing and media campaigns which will be aimed at tween’s and their purchase patterns. One of the recommendations marketing professional’s states campaigns should consider advertising to the tween market as well, instead of forgetting because they are a niche segment. Empirical findings show children are more naïve consumers and more enthusiastic to buying goods. This makes them an attractive division, as they are eager consumers

The role of marketing media strategies on consumption.

Thesis (M.Com.)-University of KwaZulu-Natal, Pietermaritzburg, 2012.This research study put together was based on whether marketing media strategies have an effect on consumption.The purpose of this investigation would provide alternate methods of improving product advertising and client service in the consumer market, as well as influencing the advertising and marketing industry.Marketing media strategies provides a series of tactical actions, which are applied during strategy sales of the product and create awareness in the market amongst the consumer. This will provide an organization with an opportunity to concentrate on the scarce amount of resources and energies available,to apply the best approachfor utilizing these resources, to efficiently target the consumer market. The research approach utilised is the quantitative method, which involves a non-probability sampling technique and a descriptive research type. The research tool implemented is a questionnaire, which consists of two sections, a profile of the participant and the survey section. The survey section explores the perceptions of these participants relating to the awareness of the marketing media strategies and how consumers perceive brands and media consumption in the market currently. Questionnaires were selected based on a high response rate when distributed to respondents. It also provides a possibility of anonymity because the respondent’s names are not required on the completed questionnaires. This research tool wasdistributed in Gauteng and Kwa-Zulu Natal to random consumers,media and marketing strategists and people in different professions. The method in which the questionnaire was distributed provides an insight on how people in the market perceive advertising of brands and influences their consumption. A consumer’s insight on advertising would be based on a shopper influence compared to a professional individual who would create a strategic insight. Information in this study was collected from primary and secondary sources, which consist of books, internet sources and past dissertations. From the findings which were collected during this study, it concludes that marketing media strategies play an instrumental role in consumption. These strategies provide a foundation for brands that are advertising and competing in the market, by tactically targeting the consumer market. Consumers’ value advertising in the market, as it provides a guideline before a purchase decision is made. Advertising also serves as a direct method of communicating the emotional and functional benefits of brands and products. Individuals make purchase decisions, which would improve their lifestyle based on emotions; therefore marketing media strategies serve as an awareness mechanism in the market, and drive education to the consumer about the product. The outcome of this study will serve as a guideline for future marketing and media strategists. The key findings gathered during this study states marketing media strategies play a substantial role in brand life and consumption; it allows organizations to focus more on limited resources and energies available and to utilize these resources to their best ability to gain competitive advantage and drive sales in the market which contributes to a higher share of volume and market leadership. The main reasons for executing marketing media strategies in the market is based on developing relationships between the consumer and the brand, which is essentially to expand on repeat purchase from new acquisitions and current consume