Adolescent's Loyalty: Feature of Youth/Children-oriented Marketing

Student: Shutova Anastasiia

Supervisor: Natalia Kim

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2019

Many modern brands have children among their customers and their marketers know that building relationship with them from an early age can create positive consequences. They know that this young audience consists of potential life-long consumers. This diploma work examines premises to formation of customer loyalty to mobile commerce in context of children aged from 14 to 17 years old living in Nizhny Novgorod, Russia. Methodology of this study includes in-depth interviews with teenagers of age under consideration, content analysis of their answers and a survey with 266 respondents to identify patterns in loyalty formation premises. This paper contributes to marketing scientific literature by creating recommendations for companies who have customers from this age group based on research results.

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