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

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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 ... continued below

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vii, 130 leaves

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Hardy, Jane P. August 1989.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 54 times , with 6 in the last month . More information about this dissertation can be viewed below.

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  • Hardy, Jane P.

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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.

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vii, 130 leaves

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  • August 1989

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  • Aug. 22, 2014, 6 p.m.

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  • Sept. 10, 2015, 12:27 p.m.

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Citations, Rights, Re-Use

Hardy, Jane P. An Exploratory Field Study of Adolescent Consumer Behavior: The Family Purchasing Agent, dissertation, August 1989; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc331907/: accessed November 19, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .