A Study of the Consumption Characteristics and Luxury Brand Attitude toward Tweens Generation

• Main Authors: Tsai Wei Hsin, 蔡維欣
• Other Authors: Su-Lee Tsai
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/62761784073228576227

碩士 === 輔仁大學 === 織品服裝學系 === 94 === The former research announced that the brand preference built in childhood will last to adulthood. The worldwide research also point out that the tweens generation has great influence in home consumption. So, it is worth to make a study of this issue. The objects of the study were junior high school and high school students located in both Taipei city and county. It combined qualitative and quantitative approaches to understand the consumer attributes and luxury brand attitude of tweens. And then discuss the relationship of individual background variables, consumer attributes and luxury brand attitude. Major findings are as follows:1. Brand knowledge of Tweens  generation comes from T.V.(78.76%)、friends(76.91%)、internet(68.25%)、magazines(64.54%)；77.11%  of tweens will follow their own will to make purchase decision. Besides, over 60% if family purchase will be influenced by tweens.2. The tweens generation is quite familiar with the concept of “Brand”, and they can easily accept foreign brand names. Most of their favorite brands are sportswear, and their preference product categories are sportswear, casual wear, luxuries, and 3C product.3. According to the survey, consumption attributes of tweens can be classified to four groups “conformity”, “impulsive buying”,” self-expression”, and ” conspicuous consumption”. The strength of these attributes from high to low are  ” self-expression”, “impulsive buying”, “conformity”, and  ” conspicuous consumption”. Females show the stronger characteristic of ” self-expression” than males.4. The tweens’s brand attitude of luxury brand shows significant difference in gender and age. Females are obviously higher than males. High school students are obviously higher than junior high school students. According to outcome of research, brand attitude are much more related to consumption attributes than the Consumers’ demographics. Tweens who shows stronger intention of “conformity”, “impulsive buying”, and “conspicuous consumption” characteristics, their scores of brand attitude are much higher.5. It is necessary for luxury brands to have their own brand spirit and image, to obtain the identification of tweens. If you can provide the products they really need, the price will not influence their buying decision.