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L'ADOLESCENTE CONSOMMATRICE A LA RECHERCHE DE SON AUTONOMIE. APPLICATION AU MARCHE DU MAQUILLAGE

Elodie Gentina 1
1 GERME - Groupe d'études et de recherches en management des entreprises (EA n° 4112)
ESA - Ecole Supérieure des Affaires de l'Université Lille 2 : EA 4112
Abstract : The teenage girl is today considered to be an independent consumer who has a specific consumer status differing from those of childhood and adulthood. We considered two principal and intrinsic elements which are the foundation of the notion of independence at adolescence: the autonomy and the need of integration within the peer group. We demonstrated that these two concepts, which appear to be paradoxically contradictory, approach a level of balance throughout the dynamics of adolescence. We decided to focus on three key variables: autonomy, susceptibility to interpersonal influence from peers and the degree of integration of the teenage girl in her peer group. We then incorporated these variables within an innovative model empirically applied to the context of makeup purchase and usage. The first contribution of this thesis is related to theory: - in proposing an operational definition of the concept of autonomy for the teenage girl (a gap until now not covered within the current literature); - in better understanding peer groups and their influence on teenage girls (based on a thorough theoretical analysis on the degree of integration of the teenage girl within her peer group). Secondly, we made a significant contribution related to methods: - by creating a reliable and valid scale to measure teenage girl's autonomy ; - by developing an identification methodology of the peer group based on social network analysis. Finally, we made a significant contribution with respect to managerial implications. It should be noticed that the current movement of generational marketing lacked new segmentation criteria since it was essentially using age as the main discriminant criteria to segment the market of teenage girls. We suggest that marketing professionals segment the teenage girl's market based on two innovative.
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Elodie Gentina. L'ADOLESCENTE CONSOMMATRICE A LA RECHERCHE DE SON AUTONOMIE. APPLICATION AU MARCHE DU MAQUILLAGE. Sciences de l'Homme et Société. Université du Droit et de la Santé - Lille II, 2008. Français. ⟨tel-00361520v2⟩

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