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Shopping with mum : mother and daughter consumer socialization

Minahan, Stella and Huddleston, Patricia 2010, Shopping with mum : mother and daughter consumer socialization, Young consumers, vol. 11, no. 3, pp. 170-177.

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Title Shopping with mum : mother and daughter consumer socialization
Author(s) Minahan, Stella
Huddleston, Patricia
Journal name Young consumers
Volume number 11
Issue number 3
Start page 170
End page 177
Publisher Emerald Goup Publishing
Place of publication Bingley, England
Publication date 2010
ISSN 1747-3616
1758-7212
Keyword(s) consumer behaviour
family roles
shops
skills
United States of America
women
Summary Purpose – Responding to calls for a greater understanding of consumer socialization in young people, this paper aims to investigate daughters' perceptions of shopping with their mothers. It seeks to provide insights into the significance of the retail shopping experience for young women.

Design/methodology/approach – This exploratory study is based on 30 online and three face-to-face interviews with young women aged between 20 and 22. The authors asked the young women who they shopped with and why and to recount some of their best and worst shopping experiences. The interviews were coded and analysed to reveal several recurring themes. This paper reports only on data relating to shopping with their mothers.

Findings – The four major themes that emerged from the interviews with the young women were: gaining independence; trust in mother; the bank of mum; quality time with mum.

Research limitations/implications – The sample is limited to young women in a Midwest university in the USA. Attitudes to consumption and shopping and the mother daughter relationship are culturally derived and may differ in other contexts.

Practical implications –
Women are critical to the retail industry and make the bulk of buying decisions for the family. Daughters represent the next generation of this major market force. Marketers and retailers must be cognizant of the power of this relationship.

Originality/value – This paper is the first to report on the daughter-mother shopping experience, with daughters' perceptions of this experience and the outcomes of the consumer socialisation that occur.
Language eng
Field of Research 150501 Consumer-Oriented Product or Service Development
Socio Economic Objective 970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category C1 Refereed article in a scholarly journal
Copyright notice ©2010, Emerald Group Publishing
Persistent URL http://hdl.handle.net/10536/DRO/DU:30031054

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.