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Buying behaviour of “tweenage” girls and key societal communicating factors inﬂuencing their purchasing of fashion clothing
Isabel J. Grant and Graeme R. Stephen
Aberdeen Business School, The Robert Gordon University, Aberdeen, UK
Purpose – To examine the key communicating factors which inﬂuence 12-13 year old girls in their purchasing decisions for fashion clothing. Design/methodology/approach – A series of four, structured focus group interviews, consisting of six girls, with questions developed after analysing the available literature. A qualitative method of data analysis was conducted based around ﬁve related themes and the “reﬂective stage”, 11-16 years of John (1999). Findings – This stage is highly fashion-sensitive. The ﬁndings show the key decision factors when buying are parental and peer group approval, and the purchasing of fashion items is strongly inﬂuenced by brand name and its associations. The ﬁndings revealed the respondents were prepared to pay a premium for branded clothing, placing a high emphasis on the product being deemed cool. Research limitations/implications – The study utilises purely qualitative methods to explore the role of branding and purchasing inﬂuences from the perspective of these girls in order to gain a richer and deeper understanding of their behaviour. The ﬁndings provide the basis for further research into the buying behaviour of older girls. Practical implications – The results of this study could be used by fashion retailers, marketers and their advertising agencies when planning a media campaign targeted at 12-13 year old girls. Originality/value – Understanding the importance of the selected themes can help fashion retailers study their consumers based on the key... [continues]
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