The Little Emperors of a Ubiquitous Kingdom Marketing and its Impact on Vulnerable Groups – Tweens

Abstract

India is a booming Economy. Indian Economic ,Political & Socio-Cultural Topography is evolving at very fast rate .It is huge market where people have a great choice. Life in India’s metros , cities ,towns-big & small & even villages is undergoing a sea-change , what with high end shopping Malls and Supermarkets playing a musical chair with the highly enterprising & Omnipresent Kirana stores, Multiplexes driving the theatres to oblivion & an emerging new class of consumers – The Tweens. Tweens can be defined in the language of marketer as persons in the age group of say ‘8-13’ years of age.The persons belonging to this age bracket are the HOT favourites of the Marketers .They make up a high percentage of the market as they are KEY to influence their parents on any purchases to be made(pester power). These are the ones who have a high affinity to the new emerging Buzzword ‘TECHNOLOGY’. Technology is one very important parameter which holds the whole world at ransom as it enables pro...