Peers´ interaction and brand consumption: An empirical analysis of Italian tween girls

Sara Pavesi

Student thesis: Master thesis

Abstract

The purpose of this work is to explore brand consumption of Italian tween girls and how the interaction and the influences of their peers can have an impact on the final choice and use of their brands. The choice of the target is due to tweens’ high spending power and competence on brands. To study the symbolic meaning of brands in tweens’ lives, the work focused on fashion and technology brands and used purely qualitative methods, based on five focus groups. Tween girls, at middle school, use their brands to state their image and personality in the new social contest they live. In particular they are concerned in appearing cool with peers and especially with boys, and they deny their closeness to childhood refusing kids brands and affirming their independence from parents. Tweens often draw inferences on other people on the basis of their brands’ possession and they strictly interact with their friends to have confirmation of making the right choices and raise their self-confidence. Understanding the social impact of branding and the real needs moving tween girls is fundamental to better address this peculiar market segment. Therefore, this work ends with some suggestions for managers and retailers that could be taken into account to make their marketing strategies more effective.

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2008
Number of pages88