Budding Tweenager Consumer Segment-A Comprehensive Literature Review

Tweenagers have emerged as a sizeable segment in India which promises a lucrative market. Tweenagers are children between 8 and 12. The segment has been gaining popularity since they are old enough to comprehend and make others understand their likes and dislikes, tastes and preferences. Since, India has the world's largest cohort of tweens, it becomes relevant to study the factors related to the tweens’ segment. The research makes an attempt to identify the dimensions influencing the tweens’ decision making and delineating the research conducted hitherto. Prior studies carried out, have been outlined in a tabular form along with an analysis of what can further be done to benefit the markets and the marketers. The literature in the paper has been enriched with different types of studies and have been categorised on different dimensions. Followed by each table are the gaps that can be undertaken for future research. The gaps as well as the implications proposed will lay a new path for the marketers as well as for the scholars of marketing.