An investigation of the effect of jean purchase criteria and store selection on US teenagers' purchasing behaviours

Abstract

The next generation of shoppers is hitting the stores, and forward‐thinking retailers are following their every move. For retailers who target the teen market, developing strategies aimed at reaching this market are complex. This study was conducted for a large south‐eastern US department store chain which was interested in learning more about the purchasing behaviours of teenagers. The purpose of the study was to examine the relationship between jean purchase criteria, the type of store selected when purchasing a pair of jeans and teenagers’ purchasing behaviours. The sample consisted of teenagers aged 14 to 18 years old who were enrolled in a required economics class in four representative high schools. Results indicated that jean purchase criteria and type of store impact on both information‐seeking behaviours and price‐conscious purchasing behaviours among teenagers. For the information seeker, price, wash and brand were statistically significant and influenced the degree of information‐seeking behaviour. The cost‐conscious teenager was influenced by price, brand and quality. In addition, males and African Americans placed a greater importance on the store where purchases were made than did females and whites, respectively. Opportunities exist for all types of stores which are interested in attracting the teen market. Retailers need to understand where teenagers shop and the criteria that they use for selecting a store. Additional research needs to be conducted to investigate the cross‐shopping behaviours of teenagers and the store selection criteria they use.

Citation

Boyd Thomas, J., Woodward, G.A. and Herr, D. (2000), "An investigation of the effect of jean purchase criteria and store selection on US teenagers' purchasing behaviours", Journal of Fashion Marketing and Management, Vol. 4 No. 3, pp. 253-262. https://doi.org/10.1108/eb022594