First published 2004
Marketing researcher Martin Lindström examines the relationship between children aged 8 to 14 and consumer brands across different countries. His global study reveals how young people in this age group behave as consumers and what drives their brand preferences. Lindström compares patterns of behavior among tweens from various cultures and identifies the underlying trends that shape their choices. The research uncovers the factors that influence how children connect with products and companies. Lindström presents new approaches for reaching this demographic based on his findings about their attitudes and purchasing behaviors. The book offers marketers and brand managers practical insights into the minds of young consumers and demonstrates how global forces affect local brand relationships among children worldwide.
Genres: business, sociology, non-fiction
Vibes: analytical, informative, thought-provoking
Tropes: cultural-insights, data-driven
321 pages · Unknown Binding · Kogan Page