How Good A Shopper Am I? Conceptualizing Teenage Girls' Perceived Shopping Competence
In order to develop a better understanding of teen shoppers, who represent the most highly sought after market segment in the United States (ICR 2005), it is important to explore teens' own perceptions about shopping, placing specific emphasis on their own perceived competencies as shoppers. By examining how teens define a competent shopper and how they perceive themselves as shoppers within their own normative framework of shopping competence, we should be better able to understand the shopping behaviors they exhibit, the purchase decisions they make, and the limitations they feel they must overcome in order to become fully competent shoppers. In order to examine these issues, the present research begins by discussing the broad concepts of competence from a psychological perspective and consumer expertise from a marketing perspective. We then explore female teens' perceptions of what it means to be a competent shopper and how confident they are in their overall shopping abilities. Finally we link the interpretive data to existing theory and develop a conceptual model of adolescent shopping competence.
We focus specifically on teenage girls because shopping is among the top three leisure activities engaged in by teenage girls in the United States (Roper Youth Report 2003), and teenage girls represent the most highly sought after market segment in the United States (Mediamark Research Inc. 2004). Other sources report that teenage girls love to spend, e.g., ICR, the Philadelphia-based market research organization, reports that teenage girls spend more than boys--an average of $47 per week (ICR 2005). According to Melissa Hermann, Business Leader of ICR's Teen Research Group, "The current generation of teenage girls has tremendous buying power. The evidence is starting to show up in the numbers but we have seen this in qualitative studies for the past few years." Teenage girls buy clothing more often than teenage boys, spending 72% of their income on clothing and clothing-related accessories compared to 52% for boys. In fact, teenage girls outspend teenage boys in every category except videogames (Mediamark Research Inc. 2004). Girls also spend more time in shopping environments than boys with shopping malls their favorite place to shop; they spend, on average, 67.4 hours in a shopping environment in a 30-day period (Mediamark Research Inc. 2004). All of these statistics contribute to the fact that females account for a far greater percentage of compulsive shoppers than males. For example, Roberts (1998) examined compulsive shopping among college students and reported that female undergraduates accounted for 67% of the compulsive shoppers uncovered in his study. While this sample was specific to Texas and thus is not representative of American teens in general, it nonetheless provides some evidence of problematic shopping behaviors among girls.
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