1. Online Marketing is quickly evolving in front of
our eyes. The new media has created its own unique space in the market which
makes it impossible to search any new discussion. Online marketing has been the
crucial part in current era. The new media is having immense potential to
emerge a new segment of consumer. This new paradigm explores a platform to
understand the consumer benefits and needs through reporting communication mix.
Teenagers are playing a very crucial role in understanding of the new media.
Companies have marked this segment as the most potential segment among rest.
There are several reasons to enhance the purchasing power of teenagers The
paper discussed the role of teenagers in the family buying process and online
brand selection by teenagers. The researcher believes the importance of
understanding the characteristics and buying process of teenagers before
drawing their role in online marketing. Teenage is a transitional growth post
the childhood. This development formed the psychological development in a
teenager. Age of teenagers lies between the age group of 13 to 19 years. This
transition involves biological, psychological and social changes. Dual family
income and nuclear family are one of the crucial reasons which enhance the
purchasing power of teenagers. Teenagers are playing a very crucial role in
family buying process as they are tech savvy consumers. The new media i.e.
online media is playing a very important picture while delivering the new
product portfolio in front of consumers. As the data captured by Data monitor
in 2007, $1.2 trillion has been counted as men’s, women’s and infants clothing,
jewellery, watches and leather goods in the global market. Among this 47.5
percent has been marked as women wear while 31.9 percent as men wear. Teenagers
are forming a new relation with the new media and made them more tech -savvy
Teens are carrying a special affinity towards international brand in India.
There are several literature justifying the major goal of marketing to generate
and maintain brand awareness Brand awareness is particularly important in
low-involvement situation as it engaged consumers in making their search highly
active in selecting the brand of their preference. Dotson and Hyatt (2005)
tested role of peer group on gender difference and found group forming is
highly influential in examining teenagers brand selection and the gender