Information search and media usage amongst adolescent Sowetons

Abstract

This study investigates the buying behaviour of black adolescents in Soweto, with the aim of uncovering underlying trends which may be characteristic of other urban black teenagers. Specific objectives included investigating information search and media usage for confectionery products amongst black adolescents in Soweto. Data were gathered from a sample of 641 school children by means of administered questionnaires. Results indicate that urban black adolescents are relatively sophisticated consumers giving preference to consumer-dominated information sources (friends) though market-dominated sources (T.V. advertising) were also regarded as important. The findings also highlight the potential power of the influence of opinion leaders on adolescent buying behaviour as well as the importance of reaching them in advertising campaigns. Opsomming Hierdie studie ondersoek die koopgedrag van Swart adolessente in Soweto ten einde onderliggende tendense wat verteenwoordigend van ander Swart stedelike tieners mag wees, te identifiseer. Spesifieke doelstellings sluit in die ondersoek van inligtinginwinningsaktiwiteite en mediagebruik by lekkergoedaankope onder Swart adolessente in Soweto. Data is ingewin van 'n steekproef van 641 skoliere met behulp van vraelyste. Bevindinge toon dat stedelike Swart adolessente relatief gesofistikeerde verbruikers is wat voorkeur verleen aan verbruikersdominante inligtingsbronne (vriende) hoewel markdominante bronne (T.V. advertensies) ook ‘n belangrike rol speel. Die bevindinge beklemtoon ook die potensiële invloedsmag van opinieleiers in adolessente koopgedrag en die noodsaaklikheid om hulle in reklameveldtogte te bereik.

Keywords

• media usage
• adolescent
• Sowetons