Teens as impulsive buyers: what is the role of price?

Abstract

Purpose Considering that retailers view impulse buying as an important component of their business (around 75 per cent of the purchases are unplanned) and considering also that teens often do some shopping in autonomy and represent an important financial power, the purpose of this paper is to fill the lack of studies concerning adolescent consumers impulse shopping behaviours. This paper investigates the relationships between the positive (prestige sensitivity, price quality schema) and the negative (price consciousness, value consciousness, price mavenism, sales proneness) role of price in teens’ impulse buyings. Design/methodology/approach The test of the hypotheses has been achieved on a sample of 325 French teens (age between 14 and 18) using MANOVA. Previously, respondents were split in two groups which are impulsive buyers and non-impulsive buyers. Findings Findings show clearly differences between teens’ impulsive buyings and teens’ non-impulsive buyings. Teens’ as impulsive buyers possess more prestige sensitivity, price-quality schema, price mavenism, sale proneness and less price consciousness and value consciousness than non-impulsive buyers. Moreover, females adolescents are more inclined to be impulsive buyers than males adolescents. Originality/value Not only it is one of the rare studies that investigates on teens’ impulsive buying but above all, it is the only study that takes into consideration the role of price perception, while a price has to be paid in order to buy.

If-then plans help regulate automatic peer influence on impulse buying

“…Accordingly, recent research shows that peer influence may even lead to chronically enhanced levels of impulse buying (Baker et al, 2016). Even though most of this research was conducted in the USA with adult populations, some correlational evidence suggests that these findings may be extended to adolescent and/or European consumers (Lins et al, 2015;Muratore, 2016). In sum, past research suggests that peers may increase impulse buying, especially among young adults and adolescents.…”

Discovering the brand personality of Bonia

“…In fact, the findings have proven that the young generation is conscious of luxury brands (Giovannini et al, 2015), because nowadays, more mothers are prone to purchase a luxury brand product for their children (Silhouette-Dercourt and De Lassus, 2016). Further findings also indicate that young ladies tend to be more impulsive concerning prestige and choosing a well-known branded product is a higher priority than being price conscious (Muratore and Muratore, 2016). Hence, the sample of respondents for the data collection met the main objective of the research, which is to determine the brand personality characteristics of Bonia from the consumers' perspective.…”

Socioeconomic Differences and the Potential Role of Tribes in Young People’s Food and Drink Purchasing Outside School at Lunchtime

“…Using social contagion theory [90], these findings might be explained partly because young people want to be accepted by significant others through consuming certain things (e.g., [16,91,92,93]). From a social facilitation perspective [94], these findings might be explained as a form of impulsive food purchase and consumption because young people, when they perform food practices with friends, are distracted by enjoying their friends’ company [55,62,95].…”