Teenager Consumers: Their Characteristics, Roles, and Market
A bunch of teenagers –roughly aged 16 or 17, were seen in Pondok Indah Mall. Wearing babydoll and legging orT-shirt and tight jeans –the latest fashion trend, the girls asked the boys to enter a boutique. The boys, Mohawk-styled hair, seemed unenthusiastic. They preferred to go to a game store. When they gathered again later in Starbucks, most of them already brought a shopping bag. Clothes, shoes, accessories, and games software are among the stuffs they had bought. After chatting for a while, they realized that it was time they had waited for. Almost 3.15 pm, the movie was about to begin. Then they left the café, walked to the other side of the mall heading 21 theater. Brad Pitt’s just-released movie is on the screen. “You …show more content…
From that perspective, consumer behaviors or attitudes are seen as the results of learning acquired through interaction between the consumer (the learner) and the socialization agents. These agents are the main sources with which the consumer interacts. During adolescence, parents, peers and television are recognized as representing the major sources of interaction when it comes to consumption matters, although their respective influences are different in nature and relative importance (Lachance et al., 2003).
The influence of parents as consumer socialization agents is reported to be mostly instrumental in the development of children’s consumer skills and in the basic rational aspects of consumer behavior. However, they can also affect expressive aspects such as developing social and materialistic motivations to consume or preferences for brands. Parents influence their offspring by overtly interacting with them and by acting as models that are observed and imitated. In the clothing area, teenagers actively interact with their parents, who are perceived as actual influences on their clothing choices.
From peers, children and adolescents clearly acquire expressive aspects of consumer behavior by developing consciousness of the product social value. Part of this expressive learning is the attention adolescents pay to brands and the formation of their brand preferences