Marketing to Teenagers: The influence of Color, Ethnicity and Gender
Okan Akcay

Abstract
Teenagers currently make up about 10% of the U.S population and have strong buying power. They are the most multi-culturally diverse group of consumers. The teenager population is growing at twice the rate of the overall U.S. population and the rate of growth for Hispanic teens is three times the rate for non-Hispanics. These numbers represent incredible opportunity for marketers who must understand what drives teenagers purchasing decisions. Color is believed to be an important feature and characteristic that influences teen’s product choices. This research shows that there is a difference in color choices for various products based on teen’s gender and or ethnicity. For marketing to teens to be most effective, companies must be clear about who their target market is and tailor their products with respect to color.

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