Peer-Influenced Purchases: An Exploration of Consumer Trends Among Adolescents in Croatia

Abstract

This research aimed at addressing questions about what consumer goods are trending among adolescents in Croatia and why they want to have the consumer goods their peers have. The research was conducted using the method of online focus groups with children. The sample consisted of 40 adolescents (20 boys, 20 girls; average age = 14). The analysis of statements suggests that the current trend are brand clothing items, followed by smartphones and other technology items. The research shows that the reasons for children wanting to buy material goods they see in their peers are: they can play and socialise; they can bond, connect, and feel a sense of unity; they can fit in, and/or because everybody has it; they are not excluded; and finally, to acquire social status. The findings of the work indicate that adolescents want material things that are like those of their peers because of the need for connection, belonging, and relationships, but educators and parents should provide different possibilities to satisfy those needs.