Top Story

Home >> Media–Print >> Article

Coca-Cola, NFO-MBL conducts research on Teens

13-September-2001
Font Size   16
Coca-Cola, NFO-MBL conducts research on Teens

Coca-Cola India and NFO-MBL, leading market research agencies, has undertaken a study to understand the consumption, behaviour, habits, moods, aspirations, dislikes, preference and prejudices, attitudes, etc of teenagers.

The NFO-Coke Teen Perspectives, is a study conducted in Mumbai, Delhi, Chennai, Kolkata and Bangalore among SEC A, B, C between 15-19 year olds. The study will be updated every year covering the youth from other parts of the country as well as widening its scope.

The findings of this study reveal that the teens matter as consumers and they are considerably “richer” than they were last year, with personal durable ownership going up. The presence of a teen in the home accelerates as well as influences purchase of entertainment durables. Food and beverages account for the largest proportion of the teenagers’ pocket money.

This is the best time of their lives, the study says, with friendship and freedom being the essence of teenagehood worldwide. It reveals that with the bridging of the generation gap, the rebellious attitude has given way to empowerment. “Teenage stands for empowerment — the growing up of the child into a consumer with actual discretionary income. Partying and interactions with the opposite sex matter, but unlike in the US, they are not the most defining aspects of Indian teenage fun.”

As to what’s important to Indian teens, the study states that qualification is a passport to a better life and money is a definite component of it. Further, peer popularity lags these overriding concerns, and so does looking good or being cool. However, there is significant variation between cities, with looks mattering most in Delhi, value character for the Kolkattans and respecting hard work for the Bangalorians.

Today’s teens are more aware about issues like AIDS. Pollution and population impact their lives, and so they matter. Corruption, poverty and communal violence are passe. This is not an idealist generation working towards making the world a better place. Their concerns revolve around themselves and their families.

‘Cool’ is certainly beyond the visible — it is multi-dimensional, being smart, being funny, sporty and nice looking. Popularity with friends matters but not as much as in the US. It is, however, not about being rebellious or frivolous. For the teens as consumers, quality of a product is integral, packaging and retailing matter too.

Groups play a key role in the Street Corner in development of personalities, attitudes, likes, dislikes and consumption. NFO-Coke Teen Perspectives segments teens on their needs for status, success, money, self-expression, decision-making, control, looking good, confidence.

The study says that the vibrant vanguards are early adopting, trend-setting consumers. Comfortable with their self-image, optimistic and confident, they enjoy easy popularity with friends. They are also the most privileged with the highest pocket money, high personal ownership of durables, strong influence in the home.

The eager beavers, on the other hand are desperately seeking cool. This adoption of trends and brands is undiscerning driven by what the leaders do. The individualistic idealists in contrast do not care - they don’t really know what’s IN or OUT and it does not matter to them. They represent brand loyalists, stay with the established. The plain passives are the laggards. Left out of the mainstream, they have yet to evolve into serious consumers.

It also reveals that health is clearly a major driver in the teens’ lives and in their consumption behaviour.

Tags

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

Shantanu Gangane says OTT platform Viu plans around 20+ originals and is all set to enter the Tamil market with a mix of syndicated and original content

right
left
BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI THIRD SEASON OF ‘INDIA’S TOP DIGITAL PLANNERS’ RECOGNIZES EXCELLENCE IN THE DIGITAL INDUSTRY WOMEN ECONOMIC FORUM 2018 SEES DISTINGUISHED GLOBAL PERSONALITIES IN ATTENDANCE PEPPER CREATIVE AWARDS 2018 RECOGNIZE THE BEST IN ADVERTISING IN SOUTH INDIA RADIO CITY’S POWER OF RADIO MEET HOSTS TOP ADVERTISING INDUSTRY LEADERS TOP INDUSTRY PERSONALITIES ATTEND ZOOM-MYNTRA EVENING TO CELEBRATE THEIR PARTNERSHIP LEADING MARKETERS, EXPERTS SHARE INSIGHTS ON DIGITAL TRANSFORMATION @ADOBE SYMPOSIUM IN MUMBAI NICKELODEON TRADE PARTY SEES MARKETING INDUSTRY LEADERS AND THEIR FAMILIES IN ATTENDANCE GOLDEN MIKES RADIO ADVERTISING AWARDS 2018 RECOGNIZE INDUSTRY’S MOST DESERVING ACHIEVERS AIMA MANAGING INDIA AWARDS HONOUR THE BEST IN THE INDUSTRY BW BUSINESSWORLD’S GREAT INDIA DEBATE BRINGS TOGETHER INTELLECTUALS ACROSS INDUSTRY SECTORS BW BUSINESSWORLD SMART CITIES CONCLAVE PATNA 2018 SEES EMINENT INDUSTRY LEADERS IN ATTENDANCE EMINENT JURY PICKS WINNERS OF GOLDEN MIKES RADIO ADVERTISING AWARDS MADDYS 2018 SEE TOP ADVERTISING AND MARKETING INDUSTRY LEADERS IN ATTENDANCE LOKMAT MAHARASHTRIAN OF THE YEAR AWARDS 2018 RECOGNIZE EXCEPTIONAL TALENT CNBC-TV18’S INDIA BUSINESS LEADER AWARDS HONOUR HIGH-ACHIEVERS, OUTSTANDING LEADERS AND TOP VISIONARIES

Meanwhile in Top 10 Advertiser Reckitt Benckiser overthrew Hindustan Lever to lead the category

The brand through its campaign is helping Indian professionals imbibe the new work-culture while making an effortless style statement at their workplace

In this campaign, the brand MRF tyres intends to communicate their proposition of 'comfort made more comfortable'