Tween consumers: catalog clothing purchase behavior

Area of Science:

• Consumer Behavior
• Adolescent Psychology
• Marketing Research

Background:

• Understanding adolescent consumer behavior is crucial for effective marketing strategies.
• Catalog shopping presents unique decision-making factors for young consumers.
• Peer influence and social status significantly shape youth purchasing habits.

Purpose of the Study:

• To compare the catalog shopping behaviors of tween students (ages 12-14) with older students (ages 15-18).
• To identify differences in sought label information and considered product attributes between these age groups.

Main Methods:

• A questionnaire-based study was administered to junior high and high school students.
• Participants had purchased clothing from a catalog within the past 12 months.
• The survey focused on label information preferences and product attribute considerations.

Main Results:

• Tween students (ages 12-14) showed a greater concern for style, brand names, and the latest fashion trends compared to older students (ages 15-18).
• These preferences among tweens indicate a stronger emphasis on social status, prestige, and conforming to peer group norms.
• Older students demonstrated less focus on these status-related attributes in their catalog clothing purchases.

Conclusions:

• The tween years are a critical period where social factors like peer pressure and the desire to 'fit in' heavily influence consumer choices.
• Catalog retailers should tailor their marketing strategies to appeal to the status-driven motivations of tweens.
• Recognizing these age-specific differences in consumer behavior is essential for brands targeting adolescent markets.