Juan Goes Hip: A qualitative market research study about the relationship of trends among post-high school students for Added Value Saffron Hill

• Main Authors: Ibanez, Zahra Vidal, Ileto, Lawin Roberto, Salvan, Mark Veloria, Vergel de Dios, Jose Paolo Valte
• Format: text
• Language: English
• Published: Animo Repository 2010
• Subjects: Marketing
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/18157
• Institution: De La Salle University

The purpose of this study is to gain a better understanding of how the Youth perceive trends and how they deal with their very limited capital1. With the findings of this study, companies who would use this study would be able to communicate their products or services better to the youth. The study dwelled upon the relationship between the Youth, trends and capital treating the youth as a stage in the life cycle where one faces an existing contradiction to find the sense of belonging and the sense of autonomy and capital in different forms economic, social and cultural. Trend was treated as is. Through qualitative methods such as culture group discussion, the researchers were able to gain better understanding as to how the three elements intertwine with one another. From the findings, it appears that there exist many sub-cultures, regardless of social class, among the youth and it would be unwise for companies to communicate their message to the youth in a single manner. Another important finding is that trends are perceived in the same manner across all social segments of the youth but the manner of expressing their understanding of it is very much different, thus the differences in capital takes place. It is recommended for a quantitative study to be done in the future so as to have a better understanding of the different sub-cultures present among the youth.