Search results

1 – 10 of over 2000
Article
Publication date: 10 June 2014

Jennifer Ogle, Karen H. Hyllegard, Ruoh-Nan Yan and Mary A. Littrell

The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel…

2580

Abstract

Purpose

The purpose of this work was to identify segments of the US teen girl market based on the importance that these consumers assign to various product attributes in the apparel purchase decision process and to characterize these consumer segments in relation to their engagement in fashion and social responsibility.

Design/methodology/approach

An online survey was administered to 157 teen girls (14-18 years). The questionnaire included demographic items and measures of the importance of product attributes in the apparel purchase decision, fashion involvement, materialism, charitable/social cause involvement and past socially responsible apparel purchasing behavior. A two-step cluster analysis, employing Ward’s method and k-means clustering, was conducted on each participant’s factor scores on the four dimensions of the product attributes scale.

Findings

Three clusters were identified: the Conventionalists (n = 50, 31.8 per cent), the Self-Satisfiers (n = 34, 21.7 per cent) and the Embracers (n = 73, 46.5 per cent). MANOVA revealed differences among the clusters related to fashion involvement, social cause involvement, materialism and past socially responsible apparel purchasing behavior.

Practical implications

Results suggest that teen girls may respond positively to trendy apparel products designed with attention to issues of the environment, labor and/or charitable/social causes, particularly if the products are perceived as esthetically appealing and provide utilitarian value.

Originality/value

This work offers unique insights into teen girls’ apparel consumption behaviors by employing a benefit segmentation approach to explore the role that issues of social responsibility may play in teen girls’ apparel purchase decisions.

Details

Young Consumers, vol. 15 no. 2
Type: Research Article
ISSN: 1747-3616

Keywords

Article
Publication date: 21 November 2016

Caroline Kobia and Chuanlan Liu

The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual variables…

1983

Abstract

Purpose

The purpose of this study was to improve our understanding of teen consumers’ adoption of virtual fashion. Specifically, the study assessed the effects of individual variables, including fashion innovativeness and peer pressure, on needs gratification, attitudes and adoption of virtual fashion worlds (VFWs) among teen girl consumers.

Design/methodology/approach

An online survey was designed and administered to a convenience sample of female teens. Empirical analyses were performed on 177 valid responses. Structural equation modeling was used to test all hypotheses.

Findings

The results revealed that adoption of VFWs in the sample was affected significantly by teen female consumers’ needs gratification, attitudes about VFWs and fashion innovativeness. However, peer pressure had no effects.

Originality/value

The emergence of different types of virtual worlds has influenced the way in which business is conducted, and VFWs are a popular trend. However, no studies have examined consumers’ adoption of VFWs that promote fashion using avatars and offer similar styles for teens in the real world. The study adds to existing literature related to consumers’ adoption of innovations by integrating communication, sociological and innovation adoption theories.

Details

Young Consumers, vol. 17 no. 4
Type: Research Article
ISSN: 1747-3616

Keywords

Book part
Publication date: 11 August 2014

Kevina Cody

By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex…

Abstract

Purpose

By stepping outside of the consumer socialization model (Ward, 1974) which for many years has resembled a ‘body of verified truths’ when it comes to understanding the complex intimacy between young consumers’ identities and the marketplace, this research aims to offer a theoretical and empirical reconsideration of the tangible light and shade, indeterminacy and yet ambition in which these young adolescents’ consumption practices and social contexts are inextricably intertwined.

Methodology

Five different data collection methods were employed; namely personal diaries, in-depth interviews (which were conducted at two separate intervals), accompanied shopping trips, e-collages and researcher diaries. Each method was chosen so as to fulfil a specific purpose and reflect a specific angle of repose on the lived experience and consumption practices of a liminar – those at the heart of marketing’s newest strategic boundary.

Findings

This chapter describes some of the constituent elements of metaconsumption; the proposed theorization of the liminars’ consumption practices and a suggested diversion from ‘the effects’ perspective on young consumers’ socialization.

Research implications

This chapter adds to those which problematize the tendency to view young consumers’ interactions with consumption as measurable by having to pass through pre-defined stages if they are to become recognized as complete consumers. Instead this research aligns with the perspective that young consumers, like adults, must mediate the shifting milieus of their social lives through engagement with a myriad consumption practices.

Originality/value

This perspective responds to an acknowledged empirical dearth (e.g. Martens, Southerton, & Scott, 2004). However, secondly in line with Arnould & Thompson’s (2005) original motivation that CCT encapsulate those who see our discipline as ripe with the potential for new theory generation and widespread applicability, this research aligns micro understandings and theorizations of children’s social worlds and consumer culture practices with existing meso- and macro-levels of consumption theory.

Details

Consumer Culture Theory
Type: Book
ISBN: 978-1-78190-811-2

Keywords

Article
Publication date: 7 June 2013

Deborah A. Toomey and Alisha L. Francis

In an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication…

4832

Abstract

Purpose

In an industry where billions of dollars are spent to place branded products within entertainment media, it is critical to understand if this form of promotional communication actually results in the preference of the branded product. The purpose of the current research is to contribute to this understanding relative to pre‐teenaged consumers.

Design/methodology/approach

Three research questions related to brand preference and choice were investigated using a two‐group experimental design with a convenience sample. The impact of product placement on choice was assessed within minutes of the exposure. Preference and choice were also assessed two weeks later.

Findings

The findings suggest that branded product placement may not affect attitudes or behavior of pre‐teenaged consumers.

Originality/value

Although empirical findings suggest the practices may not lead to the intended attitudes and behaviors in adults, the theory of mere exposure and research related to social learning theory provide support for the effectiveness of the practice in reaching pre‐teens.

Content available
Article
Publication date: 29 August 2008

Martin Lindstrom

127

Abstract

Details

Young Consumers, vol. 9 no. 3
Type: Research Article
ISSN: 1747-3616

Content available
Article
Publication date: 1 February 1998

Allan R. Miller

997

Abstract

Details

Journal of Consumer Marketing, vol. 15 no. 1
Type: Research Article
ISSN: 0736-3761

Article
Publication date: 14 November 2016

Isabelle Muratore

Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens

4424

Abstract

Purpose

Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens often do some shopping in autonomy and represent an important financial power, the purpose of this paper is to fill the lack of studies concerning adolescent consumers impulse shopping behaviours. This paper investigates the relationships between the positive (prestige sensitivity, price quality schema) and the negative (price consciousness, value consciousness, price mavenism, sales proneness) role of price in teens’ impulse buyings.

Design/methodology/approach

The test of the hypotheses has been achieved on a sample of 325 French teens (age between 14 and 18) using MANOVA. Previously, respondents were split in two groups which are impulsive buyers and non-impulsive buyers.

Findings

Findings show clearly differences between teens’ impulsive buyings and teens’ non-impulsive buyings. Teens’ as impulsive buyers possess more prestige sensitivity, price-quality schema, price mavenism, sale proneness and less price consciousness and value consciousness than non-impulsive buyers. Moreover, females adolescents are more inclined to be impulsive buyers than males adolescents.

Originality/value

Not only it is one of the rare studies that investigates on teens’ impulsive buying but above all, it is the only study that takes into consideration the role of price perception, while a price has to be paid in order to buy.

Details

International Journal of Retail & Distribution Management, vol. 44 no. 11
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 24 August 2012

Kevina Cody

This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens…

4707

Abstract

Purpose

This paper attempts to contribute to an expanding body of literature that critically engages with both the theory and practice of market segmentation. Through the theoretical lens of liminality and its implicit elements, the notion of boundary creation inherent in age‐based market segmentation of the youth market is explored.

Design/methodology/approach

Using empirical data collected as part of a longitudinal study on liminal consumers, marketing's attempt at laying down parameters and constructing borders is presented as a strategic exacerbation of liminal zones already replete with tension and ambiguity.

Findings

It is concluded that theoretical consideration of this data highlights the fluidity and porous nature of such constructed boundaries, rendering attempts at creating discernable, knowable segments, potentially futile. Thus by critically viewing this segment, not just as a marketing demographic, but as a liminal zone, an alternative consideration of the theory and practice of age segmentation is presented.

Research limitations/implications

The longitudinal study spanned a period from midway through the participants' final months of primary education and early stages of secondary education. Research that focused on their completion of a year in secondary education would perhaps have yielded further insights.

Practical implications

This research offers tangible insights into the social worlds of a burgeoning market segment, albeit a liminal one, offering actionable realities based on the inextricable intertwining of their consumption practices and lived experiences.

Social implications

Rather than view children as socio‐cultural non‐descripts who are of interest to marketers purely for their ability to be located along a continuum of cognitive development, this research aims to understand and explore the specific intricasies of the tweens' mediation of their liminal world using consumption practices

Originality/value

Consumption practices emerged that highlighted the attempted resolution and mediation of such tensions while also pointing to the clear mutability and ambiguity of supposed borders between child, tween and teen segmented groups. Age‐segmentation, conceptualised by marketers as a strategic creation of borders so as to enhance product offerings little reflects the realities of how age is perceived, experienced and acted out by those categorised within the margins and parameters of targeted marketing. By viewing this segment, not just as a marketing demographic but as a liminal zone where liminars “elude or slip through the network of classifications that normally locate states and positions in cultural space”, an alternative consideration of the theory and practice of age‐segmentation is presented.

Article
Publication date: 18 September 2009

Allen D. Schaefer, R. Stephen Parker and Charles M. Hermans

China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information…

2067

Abstract

Purpose

China, Japan, and the USA represent three of the world's most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs.

Design/methodology/approach

Respondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA.

Findings

Chinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons).

Practical implications

The findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations.

Originality/value

Few, if any, studies have examined differences between Asian and US teens in their apparel information source usage.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 13 no. 4
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 September 2002

Susan Lee Taylor and Robert M. Cosenza

Retailers agree that segmenting and developing an understanding of target segments are important inputs to differentiating products and enhancing shopping propensity. Most…

11716

Abstract

Retailers agree that segmenting and developing an understanding of target segments are important inputs to differentiating products and enhancing shopping propensity. Most shopping behavior and choice profiling tends to generalize rather than develop useful segment information. Thus, most results are not useful for targeting and positioning. A survey was conducted to examine shopping choice behavior of a very important and economically viable segment of this teen market called the “later aged female teen”. It was found that a typical later aged female teen was born to shop. Making the right choice, especially for her clothing, is important both from a social affiliation and a social influence position. This group felt brand (fit, look, and style) to be the most important attribute to consider in apparel choice and later aged female teens wanted excitement in their shopping venue. Shopping was important and there were risks associated with an incorrect choice of their clothing. Finally, the desire to stay and shop at the local mall seemed to be a function of the mall composition and excitement.

Details

Journal of Consumer Marketing, vol. 19 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

1 – 10 of over 2000