ANGELYN E.

SAMANDE C15

DISCUSSION QUESTION
GLOBAL MARKETING: Many marketers now believe that teenagers in developed countries
are becoming “global consumers.” That is, they all want and buy the same goods and services.
Do you think this is true? If so, what has caused the phenomenon?

According to the psycho-analytic eight stages of development by Eric Erickson, during

adolescence stage, teenagers are self-conscious and can easily adopt what is happening in their
environment. Nowadays, Generation Z are very active in different trends and modernization.
They can learn easily about different products and are intelligent when it comes to technology.

For me, it is true that teenagers all want to buy same goods and services. Research of
Determinants of Teenagers’ Brand Buying Behavior — Development of a Structural Equation
Model says that attitude influences the product and service preferences of teenager. Youth are
more focus on sociability, approval by others and self-esteem. While self-esteem is an individual
value, acceptance from others and sociability rank among the social values which result
particularly from interaction with the social environment. They tend to buy the same products
and services to be in trend and accepted in society. For instance, the Realme and Xiaomi phone
brand, they are not well-known brands before, but because it became in trend, its brand became
popular. A lot of teenager own this kind of brand phone, for its quality and features fits in
teenagers’ taste. Another example is the Iphone, the brand itself mark its expensiveness in our
mind yet, everyone still wants to buy it. Why? Because it adds on to your self-confidence and
makes you look classy and in-fashion. These brands demands popularity and socially in or
acceptance in which teenagers are fond of.

Most youth are inclined on what is in trend and innovation of products. Therefore, they
can all have same product and service preferences cause by the subjective norm itself, which is
influenced more strongly by the motivation of the individual to meet the expectations of the
reference groups.