文章基本信息

标题：An Analytical Study of VALS of Youth –Implication to Marketers
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作者：Soney Mathews ; Dr. H. Nagaraj
期刊名称：Management Convergence
印刷版ISSN：0976-5492
出版年度：2011
卷号：1
期号：1
页码：11-23
语种：English
出版社：Mizoram University, Aizawl
摘要：Indian ‘young consumers’ spending pattern, attitudes and lifestyles have put a great impact on marketers. These young people populate the markets of the future, while having a tremendous amount of discretionary spending power today. The present trend going on in the Indian market is ‘Youth buzzing’. Youth are occupying pivotal positions in the marketing sector duly compensated by higher style of living. The lifestyles and attitudes have brought about a distinct transformation in the market styles compared to the marketing techniques of yester times. Youths in India are already having an enormous impact on the economy, on companies and on culture. Youths are ‘the consumer of today, the growth engine of tomorrow’. This generational shift in attitudes is all the more important because this growth is growing so rapidly. By 2015, Indians under 20 will make up 55% of the population- and yield proportionately higher spending power. This research paper analyses VALS of youth in India.
关键词：VALS;Consumer behaviour;Youth marketing;Marketing