Consumer behaviour: a study of young teenagers' reference group influences

Hanley, Fergus (2007) Consumer behaviour: a study of young teenagers' reference group influences. Masters thesis, Dundalk Institute of Technology.

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Abstract

Over recent years marketers have identified a niche in the area of the youth marketing. This niche is comprised of young teenagers who range in age from ten to fifteen years old. Companies have begun to realise the buying potential of this group of children. In order to understand this newly defined target market there is a need to investigate this group's consumer behaviour and the various influences on their purchase decisions. This dissertation investigated the consumer buying behaviour of young teenagers between the ages of 12 to 15 years old and identified to what degree different socialising agents such as peers, parents and the mass media have on influencing these young people's behaviours and attitudes. The research was undertaken in post primary schools in the region of Dundalk Co. Louth. A focus group and questionnaire were carried out with students from first and second year classes. The information that was reported by these respondents developed an insight into their opinions, beliefs and trends regarding consumer behaviour and reference group influence.

Item Type:	Thesis (Masters)
Uncontrolled Keywords:	Consumer behaviour; Teenagers; Buying habits.
Subjects:	Business
Research Centres:	UNSPECIFIED
Depositing User:	Sean McGreal
Date Deposited:	07 Aug 2015 11:10
Last Modified:	07 Aug 2015 11:10
URI:	https://eprints.dkit.ie/id/eprint/456

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