Teenager Consumers: Their Characteristics, Roles, and Market

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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 won’t ever want to miss it,” said one of the girls.

The illustration above is something that is commonly seen nowadays. Teenagers, especially those who live in big cities, are very familiar with malls. Well, malls of course can not be separated from consumption. And malls are now where most teenagers spend their free time. Teenagers have particular characteristics. Fashion, hangout and café, gadget, and entertainment are very close to teenagers. And they can be found in a mall. Thus, we can imagine how these young people –aged 12 to 19 years- are becoming considerable consumer. They just exited childhood life and are able to perceive something and behave differently. Adolescence is a particularly important time of life, representing the bridge from childhood to adulthood. It is a transition phase from being a small boy to being a man. In the early ages, they get very much attention from parent, while in the adult transition phase (college student) they become much more independent. Therefore, adolescence is in-between, they are given certain autonomy but parent still play pretty dominant role. Traditionally children are thought of as victims in the children's consumption literature (Bristol, 2001). Children were seen as the...
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