Retail personality: Tweens' perception of specific retail stores



Journal Title

Journal ISSN

Volume Title



This study will explore unchartered research areas regarding female tweens and how they perceive retailers and develop stronger research pertaining to tweens, brand personality, and retail personality. Since tweens (ages 8-13) are a large target market, it is crucial for marketers to understand what drives tween consumers in the products they purchase and how they relate to each retailer providing the products. Gaps will be filled in the field of retail personality including insight about how female tweens relate to a retailer and their products. Information will also be provided to advertisers to enhance their ability to market towards female tweens and understand what this group is looking for when purchasing a product. The study sought (1) to determine how female tweens perceive certain retailers, (2) to determine if female tweens shop at retailers who they feel they can relate to, (3) to determine if female tweens shop at retailers who they feel exemplifies characteristics they desire to have, and (4) to determine if specific retailers have a positive or negative effect on female tweens when purchasing their products. Through transcribing and analyzing data from three focus groups conducted consisting of 17 participants, the following conclusions were reached:(1) female tweens shop at retailers who they feel they can relate to on a “friend” basis, (2) female tweens shop at retailers who they feel embody a certain personality or style the female tween wants to incorporate into themselves, (3) female tweens perception of retailers dictates whether or not they shop at the retailer, and (4) female tweens will not shop at retailers who they feel are not age appropriate, either too young for them and who are too old for them.



Tween marketing segments, Tweens' shopping behavior influences, Female tweens, Brand personality, Dimensions of brand personality, Retail personality, Using focus groups as a preferred research method