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It has sharpened the competition between the companies, making the latter fight severely for their existing and potential customers. Therefore, it is absolutely necessary to identify significant problems that might be an obstacle in communicating with young people from Europe to be able to work out successful marketing campaigns.
The growing importance of European youth market is caused by several reasons:
? Teenagers' tastes and preferences are different from those of their older generations;
? Young people's values have been seriously transformed since the past decade;
? Economic situation in the major European countries favors average income increase of the family, which impacts the income of a teen aged child;
? Youngsters become more and more independent as they pursue the goal of getting a part-time job to provide additional needs for themselves...
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