They are more adventurous than their elders and they care less for tradition and religion. The often are after a "New Look" and they seek novelties. They are quick to adopt new fashions that emerge.
They are generally more receptive to change. They believe more in spending money in the pursuit of pleasure than saving for the future. It is not easy to dupe them but it is quite easy to motivate them. Teenagers are becoming quite a distinct market segment.
They not only have products and services that been designed to cater their needs but also they are an influence on the decisions taken by adults. Some estimates show that around Rs.500 crore a year is the amount of money given to children as pocket money.
That covers a general understanding of the Indian market on the whole and the middle class of the market (which is the biggest consumer base for industries) in specific. Now let us go into a detailed understanding of how the process of marketing is done.
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