Lifestyles and buying behavior of adolescents towards the brand

The new social and existential conditions that characterize today's society, requiring identity of postmodern ready adaptability, to continual reinvention, the versatility. The excess of market opportunities, puts the individual in a position to choose the most appropriate models of identity to represent the subject himself, allowing him to appear desirable in a multitude of circumstances. In the present study the objective is to identify the life styles of adolescents through a reading of the dimensions that constitute the purchase behavior. The dimensions investigated are: the cognitive associations that adolescents attribute to known and established brand (Keller, 2001; 2003), the evaluative and affective attitudes toward the brand, purchase intention behavior (Bagozzi, 1999). The sample consisted of 150 participants aged between 15 and 17 years (47 Male, 103 Female). The results indicated, there is a good degree of satisfaction with the cash component: the young people interviewed were able to develop a model of spending and consumption that combines personal needs with the real financial. The analysis of consumption practices of adolescents can be considered one of the keys to analyze contemporary society and the universe's youth as possible to understand and learn how to build identity, defining lifestyles and develop intra and intergenerational relations (Lazzarini, 2004; Hochschild, 2006). Consumption, therefore, become an especially striking and obvious in contemporary culture, defining a vision of the world dotted by specific value orientations, behaviors, identities, languages and social meanings that emerge from action (Harrè, 2000; Codeluppi, 2002).