Research on Youth Consumer Behavior and Brand Marketing Strategy of Want Want Group

Authors

  • Ziqi Liu
  • Junyi Lou
  • Yue Wang
  • Yuhe Xiao

DOI:

https://doi.org/10.54691/bcpbm.v32i.2884

Keywords:

Youth Consumer Behavior; Brand Marketing Strategy; Want Want Group.

Abstract

This paper studied the teenage consumer behavior and brand marketing of Want Want Group because the main consumer group of the Want Want brand is teenagers, and it is difficult for Want Want to break through the current state. The consumer population is slowly updating, although it is trying to become younger. Want Want needs a more optimized strategy to maintain the freshness it brings to consumers to attract more young people’s attention and consumers. This paper also used the survey method and comparative analysis and found that when buying snacks, most people are most concerned about the price of snacks. More than ordinary people choose paper bags or cartons as snack packaging. More than half of the people learn about Want Want products through TV advertisements. Most people think that the disadvantages of the Want Want brand are that the packaging is not exquisite enough, and the celebrity publicity is not in place. It is believed that the frequency of TV advertisements for the Want Want is low. Many people will choose to buy Want Want products because of their spokespersons. The people aged 17-18 account for the largest proportion of Want Want target consumers. Want Want needs to increase the delivery of advertisements and increase the delivery of advertisements. Want Want can choose short videos as a form of advertising and add more pictures to attract consumers. Want Want also can add celebrity spokespersons to encourage consumers to buy their products.

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References

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Published

2022-11-22

How to Cite

Liu, Z., Lou, J., Wang, Y., & Xiao, Y. (2022). Research on Youth Consumer Behavior and Brand Marketing Strategy of Want Want Group. BCP Business & Management, 32, 162-167. https://doi.org/10.54691/bcpbm.v32i.2884