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Teens and College Students' Purchasing Decision Factors of Denim Jeans In the United States

  • Hwang Shin, Su-Jeong (Dept. of Design-Apparel Design & Manufacturing, Texas Tech University) ;
  • Fowler, Deborah (Dept. of Design-Apparel Design & Manufacturing, Texas Tech University) ;
  • Lee, Jinhee (Dept. of Fashion Design & Apparel Industry, Wonkwang University)
  • Received : 2013.09.25
  • Accepted : 2013.11.01
  • Published : 2013.12.31

Abstract

This study provides insight into current social media influences and purchasing power of the young generation in that the size of both of these demographic groups will impact the apparel companies and retail market for the predictable future Denim apparel companies are aware of the discretionary spending power of the Y and Z Generations. The characteristics of current teens are so similar to college-age individuals in that they have grown up with digital technology and they prefer to communicate via social networking sites. Retailers have utilized these social media platforms in order to capture the attention of the generations. Traditionally marketing campaigns have differentiated between teens and the college-age population. However, the teens actually have larger spending power and more discretionary income. A survey consisted of 32 questions pertaining to Internet media influences, influence of people, and decision factors on decisionmaking related to purchasing selection. A random sampling of 163 females responded to a set of questionnaires. Teens, like college students desire to make their own decisions when they select and purchase denim jeans. Overall 40% of them wanted to make their own decisions when purchasing their jeans, however, a significant number are influenced by their friend's opinions (34%) and the opinions of family members (15%). However, celebrities (10%) had the least influence on their decisions. Teens, like colleges students make decisions based on the same decision factors: fit (63%), cost (23%), brand (10%) and color (2%). The most important factor in determining preference was "fit".

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