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Present a conceptual discussion of various factors that could be driving the buying behaviour of Teenagers for fashion products on the 21st Century and discuss why their consumption behaviour might be different from consumers outside their group - Essay Example

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Present a conceptual discussion of various factors that could be driving the buying behaviour of Teenagers for fashion products on the 21st Century and discuss why their consumption behaviour might be different from consumers outside their group.
Buyer behaviour refers to the…
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Present a conceptual discussion of various factors that could be driving the buying behaviour of Teenagers for fashion products on the 21st Century and discuss why their consumption behaviour might be different from consumers outside their group
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Present a conceptual discussion of various factors that could be driving the buying behaviour of Teenagers for fashion products on the 21st Century and discuss why their consumption behaviour might be different from consumers outside their group

Download file to see previous pages... (Gordon 1991). The process of trying to find out whether the clothes meet current fashion trends, their costs and suitability is what is basically referred to as buyer behaviour.
Hawkins (2001 p.46) notes that buying behaviour of consumers is determined by a number of factors such as “income, culture, religion among other factors”. However the determinants vary depending on the type of consumer that is engaging in the purchase decision. For example the buying behaviour of the youth is affected by different factors as compared to the mature market. While the youth may be more concerned with the trendy nature of an item, the mature market could be more concerned with the functionality of the purchased item. There are different factors which drive the behaviour of teenagers in searching for fashion products in the 21st century. They include
Peer pressure refers to the influence that is put on an individual which in most cases force him/her to change his/her behaviour, way of life or consumption patterns in order to conform to the norms of a group. For example in a university setting, students from a given town may form a group and adopt certain lifestyle. (Kotler et al 2004). They may either be dressed in the latest trendy clothes, own electronic gadgets such as the iPod or even eat a certain type of food such as fast food. Now any member of this group who does not own some of the items associated with this group will certainly look out of touch and be the odd one out. In an effort of trying to fit in this group setting, then a member of the group is likely to change the buying patterns.
Writing in the Journal of Advertising, Richard (2008) says that modern day advertising has changed a great deal. New media which is closely linked to the youth has come up and this has also shaped the buying behaviour of teenagers. ...Download file to see next pagesRead More
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