Effect of Global Youth Culture

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The importance of international marketing increased in the last years in a context in which market saturation and competition broke out within different branches. The analysis of foreign markets became more important for enterprises, because of the increasing internationalization of the business activity. While at the beginning of the internationalization, standardization and differentiation just considered domestic markets, today market segmentation is taken on global extent because of intensified individualisation of behaviour 's demand of the consumers. It can happen, that consumers of different countries due to increased mobility, assimilation of demographic structure and better communication and information technologies, show more…show more content…
Teenager are rather more set to try out new products and brands than adults. When we are talking about youth marketing, we have to consider several factors as the hybrid consumption structure, the individualisation, the general criteria of an multi-option society and the trends. The present world is characterized by a great number of products and services. Young people grow in the so-called multi-option society. The real wants and needs of the teenagers must be elicited, in order to not produce a substitutable product among many others. These form an essential basis for processing the youth market. The desire of independence, recognition and acceptation shape strongly the youth phase. Also the value preferences have a relevance, for understanding teenagers as a target group. Family, friends, fun and any form of leisure are essential pillars of their environment. Young people spend often their time with friends, listening to music or practicing sport. These attributes mostly define them more than brands. These factors are influencing and affecting the aspects in the marketing-mix.

3.2. Understanding youth behaviour
In order to understand the peculiarities of youth consumption, the knowledge over its background plays a grave role. On the one hand the consumption is used for the satisfaction of basic needs and on the other hand, for obtaining social affiliation. Significant
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