Teenage Consumer Behaviour: Factors that Influence their Purchase Decisions towards Clothing Brands.
Date of Award
2009
Document Type
Master Thesis
Degree Name
Master of Business (Research)
Department
Continuing Education
First Advisor
Dr. Angela Wright
Abstract
This study explores the perceptions held by Irish teenage consumers in relation to branded clothing and investigates the different factors which influence them in their decision-making process. In seeking to expand the understanding of teenage consumer behaviour and the factors that influence their clothing brand choices, this study focuses predominantly on the susceptibility of teenage consumers to peer and reference group influence. This study examines the social and psychological concepts of attributing status, social value and specific purchase intent to clothing brands in relation to teenage consumer decision-making.
This study is therefore interested in exploring the hypothesis that branded clothing is used by some teenagers as a vehicle for social acceptance among their peer group and for communicating status to the external world.
This research is furthermore interested in the supposition that peer pressure may be particularly prevalent amongst those teenagers whose desired social identity is strongly linked to their reference group identity. This research into teenage consumer behaviour and the factors that influence their clothing brand choice expands the understanding of brand conscious Irish teenage consumers.
Recommended Citation
Baylor, Regina, "Teenage Consumer Behaviour: Factors that Influence their Purchase Decisions towards Clothing Brands." (2009). Theses [online].
Available at: https://sword.cit.ie/allthe/386
Access Level
info:eu-repo/semantics/openAccess
Included in
Advertising and Promotion Management Commons, Fashion Business Commons, Marketing Commons