Are they listening to my voice?

Abstract

Purpose

This paper aims to describe the ways to market electrical and electronic household appliances to the teenagers market.

Design/methodology/approach

The paper reviews the debate and key statistical insights on Malaysian teenagers are described to show the overview of the current scenario in Malaysia. Various marketing strategies are suggested to market electrical and electronic household appliances to the teenagers market.

Findings

The paper finds that there is a need to listen to the needs and wants of these teenagers. Marketers are then able to direct their marketing strategies to fulfill the needs and wants of these teenagers segment.

Research limitations/implications

Results are limited to practitioners involved in the electrical and electronic household appliances industries only.

Practical implications

Managerial implications suggest several strategies to market electrical and electronic household appliances to these teenagers, with a great emphasis on the impact of technological means towards the teenagers market.

Originality/value

New technological approaches are proposed as a means to market electrical and electronic household appliances to the teenagers market. Previously, the importance of teenagers' influence on the purchase of electrical and electronic household appliances has been largely ignored due to an underestimate of these young consumers' power.

Citation

Fikry, A. (2012), "Are they listening to my voice?", Business Strategy Series, Vol. 13 No. 1, pp. 54-59. https://doi.org/10.1108/17515631211194634