Tweens' uppfattade värde av ett varumärke
- en studie av konsumenter 10-14 år och hur de relaterar sig till ett varumärke
Background:The value a consumer connect with a certain brand and its design differ from person to person. This value ought to be investigated. Why does people buy expensive things when there are cheaper alternatives? Is it brand equity and/or the perception of a brand?s value that make a difference? People strive to show themselves and to perform through products, which makes it interesting to see to the perceived value of design.Tweens is a group of consumers that are easily influenced to consume products by their surrounding. To choose clothes, shoes and other products after what your surrounding?s demand, is a way of adapting yourself to society. It is a part of being accepted, something that is important for a tween. The brands that are being purchased depend on the surroundings, marketing and their own perception. Tweens are today more aware of brands and more sensitive towards brands. They identify themselves with brands, something that affect them in their daily lives. The brand itself can also affect their relationship to a certain product and with that the design.Purpose:Our purpose of our research is to investigate how tweens, consumers aged 10-14 years old, relate themselves to brands. To meet the purpose, we will analyse theoretical references and secondary collected data with conducted interviews. The interviews will be made from three perspectives: focus groups with tweens, interviews with experts and interviews with people having daily contact with tweens.Conclusion:In conclusion we have in our bachelor thesis discovered that Swedish tweens relate themselves to brands through their perceived value. In this value, three major value aspects can be found: popularity, image and design. This shows how tweens perceive the value of a brand. Factors that influence how tweens relate themselves to brands are: popularity, image and design. Through our results we have also come up with the conclusion that tweens are being influenced by mainly three factors: friends, media and parents. These aforementioned factors are giving tweens a perspective through which they filtrate their thoughts and perceive the value in brands.