People differ in the degree to which they exercise control over their expressive behaviour and self-presentation. This can be measured by a self-monitoring scale. Studies have shown that the consumer behaviour of high and low self-monitors is always different and that an understanding of the relationship can help marketers and advertisers develop effective marketing promotions and strategies to capture their target consumers. The teenage years are a period of transition from childhood to adulthood, and teenagers use clothing as a way of expressing their identity. Teenagers also make up a large part of the market and are therefore of interest for researchers.
This paper investigates the relationship between the buying behaviour and self-monitoring of teenagers (13-19 ages old) using Snyder’s Self-Monitoring Scale. The results show that teenagers exhibit different consumer behaviour. A cluster analysis of consumer attitudes towards the selection of apparel can be classified into three major types: practical, brand- and quality-oriented, as well as easy-going.
