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Retail shopping typology of American teens

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  • Breazeale, Michael
  • Lueg, Jason E.

Abstract

Teenagers often use labels to describe each other (i.e., cool, geek, hottie) as shorthand that sums up a teen in the minds of his or her peers. Marketers use the same kind of heuristic devices to describe segments in target markets. Currently measuring over 30 million strong, today's teens are the adult consumers of tomorrow. Therefore, marketers need the ability to divide this teen market into unique segments. In this study, the authors develop a psychographic retail shopping typology of American teens' retail channel preferences depending on levels of self-esteem (SE), extraversion, and interpersonal communication (IC). Three distinct market segments evolve - Social Butterflies, Confident Techies, and Self-Contained Shoppers - and link to channel shopping, spending, and future intentions. These segment descriptions should be valuable to retailers in determining primary teen markets and how to best market to them.

Suggested Citation

  • Breazeale, Michael & Lueg, Jason E., 2011. "Retail shopping typology of American teens," Journal of Business Research, Elsevier, vol. 64(6), pages 565-571, June.
    • Handle: RePEc:eee:jbrese:v:64:y:2011:i:6:p:565-571
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    References listed on IDEAS

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    Cited by:

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    3. Gentina, Elodie & Butori, Raphaëlle & Rose, Gregory M. & Bakir, Aysen, 2014. "How national culture impacts teenage shopping behavior: Comparing French and American consumers," Journal of Business Research, Elsevier, vol. 67(4), pages 464-470.
    4. Gentina, Élodie & Chandon, Jean-Louis, 2013. "Adolescent shopping behaviour: Different assimilation and individuation needs in France and the United States," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 609-616.
    5. Papatla, Purushottam, 2011. "Do online shopping styles affect preferred site attributes? An empirical investigation and retailing implications," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 362-369.
    6. Haj-Salem, Narjes & Chebat, Jean Charles & Michon, Richard & Oliveira, Sandra, 2016. "Why male and female shoppers do not see mall loyalty through the same lens? The mediating role of self-congruity," Journal of Business Research, Elsevier, vol. 69(3), pages 1219-1227.
    7. Angell, Robert J. & Megicks, Phil & Memery, Juliet & Heffernan, Troy W., 2014. "Older shopper types from store image factors," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 192-202.
    8. Wenzel, Stefanie & Benkenstein, Martin, 2018. "Together always better? The impact of shopping companions and shopping motivation on adolescents' shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 118-126.
    9. Schnack, Alexander & Wright, Malcolm J. & Elms, Jonathan, 2021. "Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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