Return to search

An Exploratory Field Study of Adolescent Consumer Behavior: The Family Purchasing Agent

An exploratory field study was conducted to examine internal and external factors that influence adolescents' consumer behavior when serving as the family purchasing agents. Demographic, lifestyle, and marketing activities were examined to determine the influences that affect whether the adolescent will purchase the preferred family brands or other brands.
Participating adolescents were sent by their parents to the grocery store on two separate occasions to purchase four preselected grocery items. The brands purchased were recorded and compared to the preferred brand names provided by the parents.
While no statistical significance was found, occasional trends were observed. The analysis indicated that adolescents who experience a pluralistic family communication style will purchase products other than the preferred household brands. Adolescents who are exposed to television and radio tend to deviate more from the preferred family brands more often than do adolescents with less media exposure.
Adolescents who work are more likely to go to the grocery store more often for their families than do nonworking adolescents. Also, adolescents seem to possess a price sensitivity to both high and low-involvement grocery items.

Identiferoai:union.ndltd.org:unt.edu/info:ark/67531/metadc331907
Date08 1900
CreatorsHardy, Jane P.
ContributorsCoe, Barbara J., Spalding, John Barney, Starling, Jack, Kennelly, Kevin J.
PublisherUniversity of North Texas
Source SetsUniversity of North Texas
LanguageEnglish
Detected LanguageEnglish
TypeThesis or Dissertation
Formatvii, 130 leaves, Text
RightsPublic, Hardy, Jane P., Copyright, Copyright is held by the author, unless otherwise noted. All rights reserved.

Page generated in 0.0016 seconds