THE MODERATING ROLE OF FAMILY’S IN THE EFFECT OF SYMBOLIC CONSUMPTION’S ON TWEEN CONSUMER’S PURCHASING INTENTION
AbstractIn todays, individuals express themselves by the way of consumption. Symbolic consumption also emerges as one of these ways. Consumers are now purchasing products or services not only for physical benefits, but also for what they mean. In the developing and changing world, the age of purchasing has changed and consumer groups having knowledge about products and services in childhood have been formed. Tweens are 10-14 age group consumers and today's kids tomorrow's adult consumers is of great importance for businesses. The mention of children and propositions as a consumer is a result of consumer socialization Factors affecting the socialization of an individual as a consumer are expressed as means of socialization. These can be listed as family, peers, media and celebrity admiration. In this study, the relationship between symbolic consumption and purchase intention of the tweens and the moderating role of this related family were examined. Data was obtained by the questionnaire method. At the end, the research findings are discussed and also managerial implications and future research opportunities are presented.