期刊名称：Pertanika Journal of Social Sciences & Humanities
印刷版ISSN：0128-7702
电子版ISSN：2231-8534
出版年度：2013
卷号：21
期号：1
出版社：Universiti Putra Malaysia
摘要：Tween consumers today interact with brands, television media and friends as their main agents of socialization. These agents have impacts on their consumption patterns. In the Malaysian market, the tween segment has emerged and also taken the retail trade by storm. Tweens are now able to influence their parents’ purchasing decisions and this has changed the spending behaviour of their family. This paper seeks to examine consumer socialization sources for tweens and how these socialization agents can influence their preference for branded apparels. Data was collected using a structured survey questionnaire to elicit responses on the purchase preferences of branded apparels. The respondents comprised of 150 urban tweens between the ages of 8 to 12 years. Findings revealed that urban tweens had relatively high awareness on brand names and strong purchase preferences for branded apparels. Peer, parental and advertisement influences, combined with their obsession for television media, have significantly affected their purchase of branded apparels. Arguably, parental selective power still has some exertion on tween’s purchase decisions although the influence is declining. Parents and tweens often wear apparels of the same brands. The findings of this study have several implications for marketers, consumers, and family policy makers.
关键词：Tweens; consumer socialization; parental influence; peer influence; parental selective power
