Youth Market Research Articles

Youth Market: Evaluation of a Paid Summer Internship to Promote Food Justice in Northern Manhattan

Youth Market: Evaluation of a Paid Summer Internship to Promote Food Justice in Northern Manhattan

Adaptive responses to contextualised and differentiated school improvement. Identifying institutional profiles of secondary schools

ABSTRACT This paper reports a qualitative multiple case study of secondary schools that experienced sustained processes of quality improvement. We aimed to analyse the heterogeneity in school improvement processes and identify the factors and conditions contributing to this variation. We identified six dimensions to characterize different approaches to high school improvement: curriculum comprehensiveness, student selection/inclusion, student participation and youth cultures, leadership distribution, community openness, and market situation. Based on our cross-case analysis, we proposed an empirically grounded typology composed by four high school profiles: i) traditional academically oriented public high schools; ii) comprehensive high schools from small communities; iii) restrictive metropolitan popular high schools; and iv) vocational high schools. We show the implications of this typology for understanding how high schools actively relate to both their contexts and educational policy, and ‘translated’ these external pressures into idiosyncratic responses. We found that key educational decisions such as curricular approaches and the various emphases placed on learning by high schools, the type of organisational leadership or degree of openness to youth participation, were linked to more structural decisions made by schools regarding their position in the local educational market, their degree of selectivity, and the type of relationships established with their environment.

FOSTERING A LINK BETWEEN CREATIVITY AND CONSUMER ACCEPTANCE: ESSENTIAL FACTORS FOR ADVANCING INNOVATIONS IN FOOD INDUSTRY

This research aims to explore the acceptance of unconventional food products that convey creative solutions for sustainable food production and consumption. This paper presents the first stage results of an extensive Baltic Sea region’s population survey organized to understand how innovative food products’ creators could better enhance the link between sustainable products and different segments’ customer acceptance. In scope of this study, the authors focused on youth market segments, who are known for their adventurous and experimental eating habits. The authors hypothesized that products that have been created to comply with socially responsible and sustainable food products’ requirements face resistance from the youth who do not view them as superior to conventional ones. The cross-sectional study utilized mixed-method methodology, combining qualitative and quantitative approaches, including a literature review, in-depth focus group interviews, and comparative analysis using normal distribution assessment and sentiment classification. The research findings indicate that while the youth acknowledge the social and environmental benefits of innovative food products, they remain hesitant to adopt them personally. Therefore, it is vital for innovative food creators to understand the biases and behaviors of young consumers, ensuring transparency about product contents, motivating them to embrace new consumption models, try unconventional foods, and highlight the personal and societal advantages of purchasing these items.

Evolving domestic tourism destination preferences post-apartheid

Tourism is embedded within societal structures, and imbalances upheld through social structures, like systemic racism, leave symbolic boundaries where certain activities perceivably belong to designated population groups. Further, socio-economic factors impede travel behavior especially in emerging markets. Resultantly, marginalization becomes a barrier to inclusive tourism. Domestic tourism patterns in post-apartheid South Africa were explored to determine whether changes have occurred, and whether these changes are a function of race, ethnicity, or socio-economic status. Preferences for three different destinations were compared using two nationally representative samples from the 2006 and 2017 South African Social Attitude Survey. Results indicate that, although race and economic status remained significant, ethnicity was the main impacting variable and interactional effects between ethnicity, age, poverty status, and geotype explained most of the variance. While travel habitus and cultural distance influence preferences, the youth market within certain ethnic groups is most likely to transition to new tourism destinations.

Brand Market Research and Marketing Strategy Exploration Based on Youth Group: Take Zhonghua Soap as an Example

In recent years, with the improvement of people's quality of life, more and more people are pursuing natural, non detergent and care products. As an old brand product in China, Chinese soap should seize this opportunity. In order to strengthen the brand construction of Zhonghua Soap and continuously improve its popularity among young people, this study analyzes the problems faced by Zhonghua soap in the youth market through market research and analysis of the youth group and qualitative analysis of the industry and competitors. On this basis, feasible marketing strategies are proposed to expand the market share of Zhonghua Soap. Strengthen brand building to provide new ideas.

Pelaksanaan Event Sponsorship Sebagai Implementasi Komunikasi Pemasaran Produk By.U Oleh Telkomsel Branch Surabaya

Currently, there are many internet providers in Indonesia that offer various benefits, such as digital providers. Demand for the internet continues to increase every year. by.U is the first digital provider in Indonesia targeting the millennial or Gen Z demographic, which has attracted researchers' interest in conducting further research about the company. Researchers used a qualitative approach known as a case study which aims to study the marketing communication methods and promotional mix used by Telkomsel to promote by.U cards to the youth market. Interviews, documentation of event implementation, and observations were carried out to collect data. The data processing method used by the author is descriptive. A brief description and analysis of data collected from various sources, both direct and indirect, is presented previously. The focus of this research is the process of implementing marketing communications by the by.U. company, the data for which was collected through interviews and observation. After that, the data will be analyzed in three stages: data reduction, data presentation, and conclusion drawing. Marketing communications used by event sponsors to increase sales of by.U products consist of sales promotions, personal sales and direct marketing. This research shows that by.U controls its marketing communications by using social media, influencers, and digital placements to make customers want to buy its products. In this research, marketing communication strategies include digital placement and influencer marketing.

The Rejuvenation of Luxury Brands: How to Attract Young Consumers in China?

Research reports show that China has become the largest luxury market in the world. As an emerging group of luxury consumers, Generation Z plays an important role in luxury consumption. Research on the rejuvenation of contemporary luxury brands and strategies to attract the Chinese Generation Z is an important step in brand reform. Studying the consumption psychology and behavior of Chinese Generation Z, especially their attitudes towards luxury consumption, is of profound significance to the rejuvenation process of luxury brands. This paper analyzes the current consumption situation and behavior of Generation Z in China. The author summarizes the effective market expansion and marketing experience of luxury youth marketing through several typical cases of luxury youth marketing, from product design, cross-border cooperation, choice of spokespersons, digital marketing and other aspects. This provides suggestions for other luxury brands to promote rejuvenation, attract more young Chinese consumers and increase market share.

Analysis of Queer Female Fandom: Popularity, Economic, and Gender Ideals

With the fast development of the K-pop industry which contains a wide variety of idols and bands, Queerness is strategically harnessed by entertainment companies as a powerful means to advertise their idols and profit, recognizing the growing female and youth market power globally. This phenomenon not only reflects how the K-pop industry adapted to contemporary cultural norms but also underscores its transformative influence in shaping discussions around gender and sexual identity on a global scale. This article analyzes the reasons why Queer idols are sought after and loved by a wide range of fans. This article argues that this phenomenon shows the fans' pursuit of free expression. At the same time, this phenomenon shows the rise of women's consciousness and the rebellion against traditional male power, expressing women's desire to break stereotypes and pursue their ideas. In addition, the power of capital is also what drives the development of Queer idols.

Promoting a sustainable diet through carbon labeling of food: Insights from young consumers in the Americas

The agri-food system is a major contributor to global greenhouse gas emissions, and its contribution is projected to grow significantly in coming years. Consumers can drive system change and help mitigate the climate crisis through demand behaviour, with youth uniquely positioned as key actors. Carbon labelling offers a tool for informing consumers about the carbon footprint of food, and thereby promoting purchase of lower-carbon products. This cross-cultural study (n = 815) sought to investigate perceptions of carbon labels on food amongst youth (18–24 years) from two medium-high CO2-emitting countries in the Americas – Canada and Argentina. Using a mixed methods online survey approach that integrates a quantitative questionnaire with open response questions, we found knowledge deficits in familiarity with the concepts ‘carbon footprint’ and especially ‘carbon label’, and these varied with country, gender, and level of education. Further, exemplars of six food carbon labels, standardized for the carbon emissions information displayed, differed for scores of usefulness, clarity, understanding, confusion, and incomprehensibility. Labels also differed in their relative preference ratings, which varied with education level, with the ‘Traffic light horizontal scale’ the most preferred overall. Our findings inform carbon label design and emissions-related education initiatives, each of which should be optimized for different segments of the youth market in order to effectively promote consumption of lower-carbon foods.

Youth marketing development of special libraries in the digital era: viewpoint from the Taste Library with 7Ps marketing mix

PurposeIn the 21st century, libraries are experiencing a significant decline in users due to shifting reading habits and the impact of technology, necessitating library transformation and a heightened emphasis on library marketing. Special libraries, in particular, rely heavily on patrons for survival, often due to their private ownership and limited resources. This paper aims to discuss the aforementioned objectives.Design/methodology/approachThis paper examines the Taste Library, a special library in Hong Kong, and analyzes its current practices based on an interview with its founder, website content, and social media presence. The 7Ps Marketing Mix model is employed to assess the strengths and weaknesses of the library's current market position.FindingsThe Taste Library's existing practices exhibit limitations in attracting young patrons. To address this issue, we propose marketing strategies focused on enhancing social network presence, offering digitized content, and engaging in school outreach.Practical implicationsBy concentrating on youth marketing, this study offers valuable insights for special libraries in developing strategic plans for transitioning and maintaining sustainability.Originality/valueFew studies concentrate on marketing small special libraries, particularly in the East, within today's digitized economy.

#GirlBossing the university side hustle: Entrepreneurial femininities, postfeminism and the veneer of ‘female success’ in times of crisis

Against a backdrop of the growing crisis in higher education, the economic fallout of the COVID-19 pandemic and a longer-term precaritisation of the youth and graduate labour market, the last 2 years have witnessed an increased visibility and promotion of flexible, entrepreneurial and often digitally mediated forms of self-employment addressed at young women, including the ‘side hustle’. With media declarations such as ‘the university side hustle has come of age’, universities themselves have begun embedding initiatives that seemingly help students launch a ‘student side hustle’ as they turn passions into entrepreneurial projects. The student side hustle has been advocated as a feasible way of not only supplementing income while studying but also investing in one’s future employability in the context of increasingly uncertain graduate outcomes. In this article we connect the emergence of the student side hustle to a broader postfeminist landscape in which (young) women are invited to engage in entrepreneurial self-employment through the promise of ‘passionate work’, financial autonomy and time-freedom. We demonstrate that in the context of higher education, where women outnumber men and dominate the degree subjects increasingly badged as ‘low value’ due to declining graduate outcomes, institutional incitements to engage in the student side hustle are distinctly gendered. Crucially, we contend that this framing and promotion of the student side hustle – in which women become the ‘poster girls’ of entrepreneurialism – works to facilitate and sustain the myths and ideals of postfeminist success while masking the ongoing crises and gendered inequalities that underpin contemporary higher education and the graduate labour market.

Are there any young people out there? Spanish public broadcaster in search of new audiences

Public broadcasting media are facing the need to reconnect with the younger audience, who are moving away from traditional TV consumption in favour of over-the-top (OTT) content. In the case of public media, this is happening in a context that involves the need for revalidation and the necessity to face the worldwide services challenge imposed by the strong specialization of OTTs. In Spain, political instrumentalization and financial problems are adding pressure to the chronically fragile media. This article addresses the strategies of public broadcasters in reconnecting with younger audiences. It focuses on the online offering of Playz directed at the youth market. Using a case analysis research strategy, the results show the absence of a clear strategy for Playz. The findings also indicate the lack of a clear definition of public service goals, although the content is consistent with Public Service Media (PSM) expectations.

Consuming Students: Advertisements and the Indian Youth Market, 1935–65

Advertisements for commodities offer a unique keyhole into the shifting consumption practices and media constructions of the youthful consumer. An analysis of five student and youth magazines foregrounds the gendered and materialistic idealisations of leisure invoked to promote branded goods in the Indian youth market. Analysing advertisements in these magazines allows us to trace the increasingly sophisticated way in which capitalist actors stratified the domain of advertising by life stages during the late colonial and early post-colonial periods in India. This finding runs contrary to the grain of historiography that contends that the Indian ‘market’ failed to respond to the interests of consumers prior to the media liberalisation of the 1980s and 1990s.

Using SWOT Analysis Of Jellycat's Explosion In China's Youth Market

This article was based on the fact that previous scholars have mostly studied the healing function of plush toys in postoperative rehabilitation, but there is little discussion of the healing economy. So, this paper aimed to examine why Jellycat is so popular among young Chinese in the 21st century, amidst rising stress and loneliness. The qualitative data were collected through websites. The analysis was developed based on the Marketing Mix Theory, where a SWOT analysis was conducted for the product, price, price, and promotion of Jellycat. The research resulted reveal that product and promotion have a huge impact on consumers' purchase intention, whereas price has little impact on it, which is reliant on whether the price is equal to quality. This paper suggested that Jellycat should protect its IP property rights and adopt the emerging sales method - live sales, lower the selling price of large-size dolls and use combination selling prices for pop-up dolls.

East and Central European Students’ Financial Self-Sufficiency During Their University Years

Identifying the problems of youth requires taking into account the transformational processes that affect individuals’ development, the formation of a certain social environment, and changing youth market orientation priorities. The current orientations of youth – inflated expectations, aspirations for a quality education, employment, higher-status achievement, improved financial status, etc. – contradict the reality that in fact involves limited access to social status and professional realization, thereby creating barriers to fulfilment. The novelty of this research is that we evaluate the literature and empirical data and examine the self-sufficiency of university students in post-socialist countries as a factor in their adulthood and an indicator of life readiness according to the principles of a democratic society and rules of the market economy. The study aims to determine the role of economic factors in the process of obtaining a higher education for students in Central and Eastern Europe (Hungary, Slovakia, Romania, Serbia, and Ukraine) through an analysis of students’ financial self-sufficiency during their university years. The presented research results demonstrate students’ financial selfsufficiency during their university studies and the proportion of students’ average monthly expenses in relation to income. The comparative analysis confirms that the respondents’ financial situation in the five countries under study is almost identical.

Exploring the attitudes and behaviour of Gen Z students towards branded mobile apps in an emerging market: UTAUT2 model extension

PurposeWith the increasing mobile activity of the Generation Z market (born after 1994), marketers’ interest in this social group is rising. This research paper aims to uncover the relatively unknown attitudes and behaviour of the youth market in an emerging market, South Africa, towards branded mobile applications (apps). Previous studies on mobile marketing have focused on Generation X and Generation Y and generally with a quantitative focus.Design/methodology/approachThis study is based on the theoretical framework of the unified theory of acceptance and use of technology model 2. The study used a qualitative framework with stratified focus groups, aged between 18 and 21 years old at a private tertiary institution in South Africa.FindingsThe findings indicate that these South African Gen Z participants mainly used WhatsApp, Instagram, Facebook, Uber and Snapchat. The participants had more positive than negative attitudes towards mobile apps. The findings also showed that privacy was a major concern for the participant’s attitudes and behaviour towards mobile apps. The findings supported the UTAUT2 model, but also discovered new themes. As a recommendation, the issue of privacy and its effect on mobile app adoption is a factor to be researched in the future. The research also provides recommendations for marketers and app developers.Research limitations/implicationsThis study was of a qualitative nature, and thus, the sample size was smaller than that of a quantitative study. Future research could add to this study by increasing the sample size and adding a quantitative method such as surveys.Practical implicationsMarketers of mobile apps targeted towards the Gen Z market should aim to be convenient for their users, as well as be entertaining, functional, time-efficient while avoiding excessive in-app adverts, being honest upfront about their pricing strategy, incorporate an element of connectivity into the app and respect their privacy. This paper also provides practical recommendations for mobile app developers (targeted towards Gen Z users) including minimising notifications and updates within the app, developing a mobile app that requires less usage of data (due to the high expense of data in South Africa for the price-conscious Gen Z market) as well as less usage of memory space on the phone and incorporating universal symbols within the mobile app.Originality/valueThis study supported the UTAUT2 model effects of performance and effort expectancy, social influence, facilitating conditions, hedonic motivation, price value and habit on the behavioural intention of users towards a new technology, i.e. GenZ students’ attitudes and behaviour towards branded mobile apps in South Africa. However, an additional condition was discovered in this study, i.e. privacy and its impact on the attitudes and behaviour of GenZ mobile app users. Therefore, this study extends the UTAUT2 model framework. Furthermore, this study uses a qualitative design, which has not been used in previous studies, with a focus on the under-researched Gen Z market, and in particular in an emerging market, such as South Africa.

Cellular phones as an m-commerce application in the emerging youth market in South Africa

The effects of wireless communication on society emphasise one of the discrepanciesthat exists between developed and developing countries like South Africa. Mobile commerceis experiencing a growth rate in the developed world unlike in South Africa. Wirelesscommunication in the form of mobile communication is being adopted at a significantpace, especially among urban emerging youth markets in South Africa. This market’sconnectivity is mainly via SMS. The most pertinent finding of the research is that the roleof cellular phones as an m-commerce application in the emerging youth market is oneof connectivity, lifestyle and usage convention.

THE DRIVERS AND BARRIERS OF ONLINE SHOPPING BEHAVIOURS FOR OLDER ADULTS: A REVIEW

To date, digitalization is a necessity for all consumers regardless of the age groups to adapt to the online world. However, not all consumers have benefitted from the advantages of online shopping despite its increases importance over the years. One neglected group is the older adults; who is often overlooked by the online shopping industry due to preferences and focus on the youth market. There are also limited studies found in the literature on the topic of older adults’ behaviour as online shoppers. A gap in the literature is in lack of understanding on the role played by technology-enabled platforms on aging societies; this raises the needs for researchers and practitioners alike to study the challenges and concerns related to meeting older adults’ needs on technology as the group increases in numbers worldwide. In Malaysia, older adults are not active and engaged consumers in online shopping despite the group’s high market potential value. Taking note of the online shopping scenario in Malaysia as well as the gap identified in the literature, this study reviews the literature (secondary data) to identify the drivers and barriers of online shopping behaviours among older adults. It is expected that apart from enriching existing literature related to online shopping behaviour for older adults, this review would also benefit future scholars when deciding on possible drivers and/or barriers’ selection in the investigation of older adults’ online shopping behaviour. As for marketers, the identification of drivers and/or barriers would be useful to consider in planning for their future marketing strategies.

Application Of The Co-Creation Concept Of Written Batik Design For Fashion Design In The Teenage And Current Market Segment

Entering the era of globalization, business development in any field has challenges, with so many varied Batik market segments, it is necessary to develop a more appropriate design by involving consumers to provide ideas or, more precisely, holding a co-creation of batik motifs by involving consumers from several market segments. Through the use of the co-creation concept, the purpose of this research is to transform a written batik product design based on local knowledge into a fashion design for the youth and contemporary market segment. This concept is a concept that gives consumers the freedom of ideas to create designs or revise existing designs according to the wishes of consumers. However, within limits provided by the Kudubanjar Batik Center as a producer, so with innovation and creation, new values will emerge in the design. Fashion for the teen and contemporary market segments because currently consumers tend to be able to play a role in the desired fashion design process. The method used for this design is to conduct FGD research to explore alternative fashion design creations. From the results of the FGD, a design sketch is prepared, which is then used as a guide for co-creation. Besides that, consumers are also free to design according to their wishes and current design trends. Based on the results of the research that has been done, there are eight fashion designs with the creation and innovation of batik motif designs designed based on local wisdom.

Contrasting the COVID-19 Effects on Tourism Safety Perceptions and Coping Behavior among Young People during Two Pandemic Waves: Evidence from Egypt

The aim of this study is to analyze the impact of COVID-19 on tourism safety perceptions, acceptance of restrictions, and the intention to change behavior during the COVID-19 pandemic among young people. Taking Egypt as a case study, a total of 386 respondents were surveyed in two different pandemic periods, with data being collected during the first wave, in April and May 2020, and during the second wave, in December 2020 and January 2021. Data was analyzed using partial least squares structural equation modelling (PLS-SEM) with multigroup analysis (MGA). Results reveal significant differences between the first and the second coronavirus waves regarding the effects of perceived risk. Findings point to the heightened potential of the youth market segment in the current context and suggest that youngsters’ adaptive coping responses evolved towards self-regulatory behavior. Based on the results, theoretical and practical implications are drawn. Conceptually, the study has contributed to the clarification of the desensitization process experienced by youth over time, in the post-pandemic tourism context. Additionally, the activities’ safety perceptions being examined per se enlightened the relationship between risk susceptibility, safety perceptions, and coping attitudes and behavior. Findings suggest that special attention should be paid to crowded group settings, such as youth events, advising that authorities and tourism services should target their communication to different population segments and use appropriate safety messaging according to the evolution of health crises.