STUDY ON EFFECT OF MARKETING TECHNIQUES ON DECISION MAKING OF ADOLESCENTS USING AHP

Abstract

Nowadays kids, adolescents and youth have become an imperative buying segment and possess increased purchasing power as compared to previous times. In today’s scenario, Advertisement and other Marketing Techniques sustain the business world by targeting the adolescents as well as kids as Vital Customers. The study highlights the marketing techniques used for the adolescent's and depicts that even though the companies are targeting the kids for long time but there are emerging reasons that have escalated the marketer’s attention. The core objective of this research is to analyse the effect of various Online and other Marketing Techniques on the Adolescents Decision making. The research is oriented to study the past review work in concerned area and also conducted the survey on the basis of questionnaire. The results showed techniques adopted by companies to influence the Adolescents and also weighed the importance of these techniques using AHP (Analytic Hierarchy Process). The outcome of research indicates the marketing technique, carrying highest value and influences the adolescents’ decision to buy. Use of secondary data has been done to analyse the emerging online marketing techniques and its effect on behaviour of adolescents.