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2012

Intergenerational Influence and Rituals: Children’s Behavior and the New School Year

Katherine Sredl Loyola University Chicago, [email protected]

Nataša Renko University of Zegreb

Ružica Butigan University of Zegreb

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Recommended Citation Sredl, Katherine; Renko, Nataša; and Butigan, Ružica. Intergenerational Influence and Rituals: Children’s Behavior and the New School Year. Tržišite / Market, 24, 1: 103-116, 2012. Retrieved from Loyola eCommons, School of Business: Faculty Publications and Other Works,

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This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 3.0 License. © University of Zagreb, 2012. te kako se djeca ponašaju kao sudionicinatržištu. sedjecaponašajukao te kako u školu. učeniciponovnokreću kada dovače jestvrijeme Osim Božića, najvažnijerazdoblje zasve malo pro- E-mail: [email protected] Phone: ++38512383319 J.F. Square Kennedy 6,10000Zagreb, CROATIA Faculty ofEconomics andBusiness, ofZagreb University Department Assistant, Marketing Ružica Butigan,Ph.D. E-mail: [email protected] Fax: ++15746315255 Phone: ++15746318117 Notre Dame, IN46556,USA CollegeMendoza ofBusiness, ofNotre University Dame Assistant Professor, ofMarketing Department povratak unovu školsku godinu međugeneracijski utjecaj, rituali,ponašanje djece, Ključne riječi teoriji međugeneracijskog utjecaja naizbormarke međugeneracijskog teoriji doprinosi uškolu istraživanje uvezi spovratkom prodavaonicama Borovo. Uraduserazmatrakako provedenih uZagrebui intervjua 2010.godineu dstavlja rezultate dobivene metodom promatranja trošača nijeispitivaonavedeni radpre- ritual. Ovaj Katherine C.Sredl,Katherine Ph. D. NOVOJ OBUĆI (PONAŠANJE DJECE): U NOVI U RAZRED MEĐUGENERACIJSKI UTJECAJ I RITUALI NEW SCHOOL YEAR RITUALS - CHILDREN’S BEHAVIOUR WITH INTERGENERATIONAL INFLUENCE AND SAŽETAK 1 Do sadaseuistraživanjuponašanjapo- Do : 3 2

brands ofintergenerationalthe theories infl uence for from to contributes theback-to-school context considers howresearchin Croatia in2010.It atBorovo datacollected shoestoresinterview paper presents fi and ndingsfrom observational behavior research thisritual. overlooks This important seasonfor allretailers.important Christmas,After back-to-school isthemost haviour, context back-to-school Intergenerational infl uence, rituals, children’s be- words Key E-mail: [email protected] Phone: ++38512383319 J.F. Square Kennedy 6,10000Zagreb, CROATIA Faculty ofEconomics andBusiness, ofZagreb University Professor, Department Marketing Nataša Renko, Ph.D. ABSTRACT 5 and children as marketplace actors. andchildren asmarketplace : UDK 658.89-057.874:658.626 Preliminary communicationPreliminary Prethodno priopćenjePrethodno 4 Yet,consumer 6

TRŽIŠTE 104

■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE back-to-school shoe sales in the U.S. fall. For retailers, this means $3.62 billion in total spending an average of$102.93 onshoes each means back-to-school children, growing of ents billion for back-to-school in 2010. For thepar- eff such (intergenerational as knowledge brand decisions to consumption make learn children consumption. Thus, this research explores how theoretical exploration offamily and childhood stage, we believe this context is for an important and parents shopping in preparation for that a child’s life and is stage an instance ofchildren ily. Thus, because itsymbolizes anew phase in toas opposed consumption for theentire fam- adults and children, withafocus onthechild, involving consumption family of instance an is school ormoving to ahigher schoolgrade. It toward independence that come withstarting yearschool symbolizes thenotion ofthesteps ing newshoesfor ofthe growing at feet thestart Buy- store, Borovo. a in children school primary We focus ontheexperiences oftheparents of shopping as an intergenerational family ritual. In this article, we focus on back-to-schoolbuying anewbackpack together. shoeing outanewred dress in thechild’s to bedroom that day, through children their lay- guiding from also book touchesThe ontherole ofparents in certainty, fearuniversal childhood experiences ofanxiety, un- and excitementVera’s First DayofSchool on thatprevalent big theme in children’s literature. book, The day. the life ofayoung Back-to-school person. is a phenomenonschool is acentral experience in scholarship tends to overlook that theback-to- consumers and to retailers, marketing research to ritual ofthis buying seasonal the importance ment. equip- and books clothes, including to school, (EURand 2000 85 to 650) onachild returning fi 600 grade and rst an HRK between average of EUR orabout 650, 2,000, HRK onachild entering In 2011, consumers in Croatia spent an average of 1. INTRODUCTION Katherine C. Sredl, Ružica Butigan, Nataša Renko in thecontextect) ofbuying newshoes for 7 Consumers in theUS spent atotal of$600 , for example, describes 8 Inspite of 9

shoe stores in Zagreb and Vukovar, Croatia. of theresearch, back-to-school and theBorovo tion concludes with adiscussion ofthecontext intergenerational infl uence onrituals.This sec- and consumer socialization especially sumption, the consumer behavior literature onfamily con- In this section, we will present2. LITERATURE REVIEW an overview of dren as marketplace actors. intergenerational infl uence the and of role chil- lead us to re-consideron back-to-school might generate fi ndings that the rolethe conclusion, we consider how future research of retailfl ritual uence childstore participation in the ritual. In in offootwear,age ofthechild and type that in- store, Borovo. We at look thedynamics, such as ence adults to take their children to aspecifi c attention to how nostalgia and brands influ- shoe stores in 2010. This research pays specifi c vational and interview data collected in Borovo In this we article, present fi ndingsfrom obser- families, auniversal phenomenon. yearnew school may be, for middle-class most annually. Also, we think that newshoesfor the to other goods, are more likelyhealth ofgrowing feet.Thus, shoes, as to opposed be purchased ofshoe fithe importance for the t and support new shoes for growing children of because make do withchildren clothes, in used orhand-me-down or used supplies,parents may dress theiraged school primary they tend toopposed apparel orsupplies because, while to buy We shoes as thefocus ofour selected research as ence develops through retail rituals. provide insights into how intergenerational influ- will it that is project research this of expectation shoes priorto themarket’s opening in 1991. An tion; Borovo place to was typical themost buy ences parents to their direct child’s consump- infl that nostalgia way are the interested in u- (in Croatia). We this store selected we because year,a newschool at aspecifistore c Borovo – 10 105 TRŽIŠTE ■ Vol. XXIV (2012), br. 1, str. 103 - 116

20 We 23 21 uence occurs. For For occurs. uence uencing uencing their con- UDK 658.89-057.874:658.626 UDK As we have mentioned, mentioned, have we As demonstrate that prepar- that demonstrate 22 19 Moisio et al. et Moisio 18 a way the observation is of adults that nds anticipate that the back-to-school that ritual would beanticipate an important learning process because it deliber- be it, observation in may the child; involves ately less directive than participation. 2.3. Consumer Nostalgia 2.3. Consumer ‘a as ne nostalgia defi Schindler and Holbrook (generalpreference liking, positive attitude or ing and eating a meal together creates intergen- creates together a meal eating and ing cherished which by bonds. The process erational part become and down passed are possessions inter- another is wealth inalienable of a family’s identity. creates that ritual family generational scholars have called for research that explores socialization. consumer of process a as ritual Compared to family consumption rituals already already rituals consumption family to Compared shop- back-to-school literature, the explored in pri- because it focuses context a unique is ping opposed as to the child for on shopping marily shop- Back-to-school of the family. members all and up growing who is about the child is ping outside the family. the world in taking a place marks the family also The growth child of the children with small the parents lifecycle – from stage. children with school-age those stage to families how learning for context a rich it is Thus, generation one from brand preferences, transfer to another. participate children shopping, In back-to-school re- consumer Prior process. in the consumption fi search infl intergenerational which in report et al. Moore who on the adults example, the pantry in in was brand observing what recall infl as home childhood their groceries. of sumption Family shopping rituals such as Black Friday, the Friday, Black as such rituals shopping Family marks the start shop- that day of the Christmas emerge to a family allow the U.S., in season ping to- competing through unit a as the day from spectacle day. the retail of that in gether For example, Wallendorf and Arnould fi nd that For example, Wallendorf and Arnould fi to a family link can together looking photos at its past.

11 17 12 14 Family 16 A unique A unique 15 13 orts parents. by orts to teach children has an an has children orts teach to uence intergenerational intergenerational infl consumption rituals may be the as understood may rituals consumption a they allow is, enactments identity; of family that time. in a point at who it is understand to family Rituals are a central consumer practice. consumer a central are Rituals 2.2. Ritual A critique of the theories of consumer socializa- of the theoriesA critique of consumer family Roedder by out that points tion research uence operates in such a subtle manner thatinfl the two by be researched cannot the process pat- communication family avenues: established eff education or intentional terns Scholars fi nd that consumer socialization infl u- infl socialization consumer that nd fi Scholars sensi- price loyalty, and brand preference ences media. of mass use and search information tivity, 2.1. Family consumption: consumption: 2.1. Family INTERGENERATIONAL INFLUENCE AND RITUALS - CHILDREN’S BEHAVIOUR WITH BEHAVIOUR - CHILDREN’S AND RITUALS INFLUENCE INTERGENERATIONAL YEAR SCHOOOLNEW Extending this critical line of thought, Epp and and Epp of thought, line Extending critical this exploring for site a rich are rituals that argue Price a process. as socialization consumer important role in how adults infl uence children. important rolein how adults infl Consumer research on socialization research Consumer suggests that attitudes consumption values, and learn children observation from practices of the con- either the instances or from parents of their sumption children. their directly teach the parents which in the household in communication Interpersonal frames as well asdirect consumption eff family on research Recent in- intergenerational as socialization consumer of socialization concept the broadening uence, fl re- and of information a transfer it as consider to adulthood. lasts into that sources contribution of this research on back-to-school is is on back-to-school research of this contribution as shopping shoe it looksthat back-to-school at of brand transfer of intergenerational a process the cally, Borovo shoe store, specifi preferences; chil- as shopped there most of the parents as share parents how explores research This dren. the Borovo for preferences children with their shopping. back-to-school brand through 106

■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE munal nostalgia). dividual has experience nodirect (historical/com- tions ofaprevious time orplace ofwhich thein- associa- nostalgia’, ‘personal imagined or labeled Nostalgia may linked be to personal memories, childhood oreven before birth). younger (in early adulthood, in adolescence, in fashionable orwidelycirculated) when onewas or things) that were more common (popular, favorable aff Katherine C. Sredl, Ružica Butigan, Nataša Renko the shoe manufacturing process. manufacturing the shoe For example, Eastern Croatia. Bata is for known revolutionizing Borovo village ontheDanube near Vukovar, in in and retailerufacturer afactory Bata opened ina rich Croatia. history In1931, theshoe man- presence in Croatia over generations. Borovo has chose and abrand aretail outletthat has had a in theritual ofback-to-school shopping, we ofhow toand knowledge shop, as theyemerge preference brand of intergenerational transfer thefocus ofourAs research is theprocess of 3. RESEARCH CONTEXT nostalgic advertisements. nostalgic non- comparable than brand the and tisement nifi cantly morefavorable to theadver-attitudes sig- evoked cues nostalgic with advertisements upstudy,follow Muehling warranted. ing in amore favorable regard for than thepast potent. adolescence, regarded is typically as themore feelings and emotions linked to childhood and brand attitudes and purchasebrand attitudes intentions. nostalgia to and attitudes theadvertisement, signifi cant relationships ad-evoked between eff highly be can branding and advertisements themed nostalgia- that suggests research Previous be viewed through viewed be “rose tinted glasses”, rituals. intergenerational in infl nostalgia of uences and specifi cacademic researchpotential onthe role 26 Inparticular, childhood memories may Pascalective. etal. uncovered positive 28 ect) toward (people, placesect) objects

25 Personal nostalgia, especially especially nostalgia, Personal 30 and Sprott found and Sprott that However, there is no 24 27 result- 29 Ina or city in Croatia.or city Borovo also has astrong retail square or just off Now, there is aBorovo store either onthemain with Vukovar, notably survival. withits Again, theBorovo brandname is synonymous shoes from 1991-1994 and resumed in 1995. manufacturing stopped as well. factory The and soon.Many ofthebuildings were attacked ings ontheBorovo campus hospital for barracks, 1991. build- the of some used army Croatian The under asiege, which lasted for three months in synonymous withthetown ofVukovar. Itcame name Borovo, during the Yugoslav was period, region agriculture. is for its known However, the oftheDanube,the banks has a rich history. The Vukovar to work at Borovo. Vukovar, sitting on Many workers within Yugoslavia migrated to large were number ofthose products exported. and protection for thepolice, such A as vests. fi tires, waders, including refi equipment, ghting products, rubber as well as footwear to produce continued Borovo town. that in headquartered pany was renamed Borovo, thevillage after and in Borovo. com-retail The and thefactory outlets Yugoslavia, in Bata’s including nationalized assets WorldAfter War II,thegovernment ofYugoslavia cal cycling roads. could arrive via passenger thelocal train and lo- workers and high-standard housing. Workers clinic for workers, for aschool thechildren of opened in in Borovo, similarfactory to Bata most factories that period,through their participationin The theschool. alsopromoted within Bata’s organizational structure includedpromotion from within, as employees could be a healthhow Bata would operate. Inaddition, itallowed diff and ardization in management at all levels. This insured stand- operated for aschool employees withinstruction management and labor relations. company The is also for known modernizing manufacturing soles, available to amass consumer market. Bata mass-produced shoes and shoes withrubber from astandard size foot mold.Italso introduced Bata was thefi rst manufacturer to make shoes themain square town ofevery usion about ofknowledge 107 TRŽIŠTE ■ Vol. XXIV (2012), br. 1, str. 103 - 116 UDK 658.89-057.874:658.626 UDK facture a good is of the country as the future for Croatia. in of socialism remnant lasting back-to-school of part been has Borovo sum, In back- are There generations. many for Croatia in consumers, For the fall. in to-school promotions the quality of domes- implies the brand name supportas tic production domestic well for as narrative. the national rewriting and producers but it brand a fashion considered not is Borovo with quality. associated is Quality footwear is important parents to and grandparents grandparents in Croatia. Usually, grandchil- their for care provide retired who are in- are We footwear. for shopping including dren, Borovo quality, Croatian, buying how in terested transferintergenerational of brand preferences products evaluate knowledgeand to of how at shopping back-to-school in together come that the way in interested also are We the stores. parents prepare their be children to knowledge- able global consumers. observational for site interesting an is Croatia and interview on back-to-school research in a that of the variables many because context retail steady. are the environment uence infl might First, the timing of back-to-school is standard: al- a city of the primary in most all schools start on rst Monday the fi usually is which the same day, marks a usually September Also, September. in rains. autumn change in in the most climate early regions of Croatia, to summer of heat the from The weather requires a move from summer san- boots as or such types other to of footwear, dals outgrown probably have Most children shoes. requir- the summer, bootstheir over shoes and store. the shoe to a trip ing marks sum- of the end also The of August end most people for on the coast in holidays mer to tend August Most people in some time spend Croatia. sea- the of Croatia in change the the home at Returning of Croatia. on the coast of part is companies August of most end Finally, son. of the month. the beginning at employees pay may the deposit of parents, a vast number For With the relaunch of “hipster” Startas, of “hipster” new at- With relaunch the allowing brands, of Borovo’s all to came tention shoes way a special in “buy Croatian,” to consumers more the past from with recovering associated is that have narrative. national of their ownership taking and usually Borovo the that is consumers for A complication They the com- and Borovo says signage (their stores shoes. the property) our solely owns stock do not pany in consumer a As Borovo China. in made were that per- are China from it, shoes explained research ceived as lower quality than domestically pro- Borovo and consumers both shoes. Thus, duced shoes more stock to looking the retailers for are These because of quality concerns. Borovo from of domesti- intertwinedare with the evaluations of better being quality as shoes produced cally associa- a strong is There China. from those than tion between domestic and quality Borovo and the that be noted also production. It should on the importance of domestic manu- emphasis Most consumers associate the brand with social- the brand associate Most consumers chang- be may but perception Vukovar, as well production, as mass and ism this Yet, fashion. not Mauro with designer cooperation in In 2009, ing. BorovoMassaroto, relaunched their Startas ten- the fabric. for brand shoe with new designs nis re- Borovo and Massaroto In the fall of 2010, launched other classics, including rain boots and giving them contemporary shoe, the Borosana known wear- especially for are Hipsters designs. and parents their look while the new Borovo ing Star- in seen be to likely as just are grandparents the shoes these were as with strangetas designs, to answer Yugoslavia’s Startas was youth. of their to worn shoes the were They All-Stars. Converse sportsschool for most children. by presence throughout the region. There are eight eight are There the region. throughout presence has Borovo Zagreb; the capital in stores Borovo Employees most of the city. in presence a retail have worked at the stores for many years, some to our according years, fteen fi than more for to According employees. with store interviews the management, with the Borovo interviews The known good quality and for brand is price. held. nationally still is company INTERGENERATIONAL INFLUENCE AND RITUALS - CHILDREN’S BEHAVIOUR WITH BEHAVIOUR - CHILDREN’S AND RITUALS INFLUENCE INTERGENERATIONAL YEAR SCHOOOLNEW 108

■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE descriptive and explanatory levels. senting thelife experiences ofinformants onthe repre- to committed be to and collection data in instrument an as researcher to act the requires pretive, using grounded theory. approach to theoretical this researchThe is inter- 4. RESEARCH METHODS oftheback-to-schooltember season. portion infl uence their decision to shop in the early Sep- Katherine C. Sredl, Ružica Butigan, Nataša Renko ni et al. et ni of retail by Borghi- developed and brandideology plied in this research lies ofresearch in themodel ethnographic approachThe methodological ap- Ethnographic approach conducted in Zagreb in September 2010. process of data researchmits design to emerge throughout the collection – in this case, it was participants throughparticipants interviews. standing theprocess from thepoint ofview under- as well as ritual of dynamics the observing and in participating in areinterested we because fi paper nography this in interest research the ts diff in research team, working a multi-national, multi-generational, bi-gendered as italso concerns adolescents, retail sites and has the researcher is studying. by engaging in thedaily life rituals ofthesociety, esses through as participantwell: observation Grounded theory allowsdevelops into focused research questions. access analysis, research through and inquiry, of frame to socialchildren to aspecifistore, c Borovo?”. This broad proc-ences withthestore infl uence adults to take their as: dobrand associations “How and priorexperi- approach to thefi eldwithabroad question, such levels. Hence, an initial permits grounded theory explanatory and descriptive both on informants to engage in recreating thelife experiences of requiresory acommitment from theresearcher 34 Their model is a good fi is model Their agood t to this research 32 erent locations. Eth-erent locations. Grounded theory 35 31 Grounded the- 33 Italso per- emerge. interview format was usedto allow themes to Ininterviews, school. asemi-structured primary inoldest middle and school the youngest in shoes withamother ofthree children, withthe growth, buying new shoes and back-to-school. sider thethemes ofchildren’s lifephysical stages, were to con- also grandparents and parents with the second round ofdata interviews collection, 2011 as theupcoming back-to-school season. In in Borovo storesfuture data collection, scheduled to take place from August inform insights These buying. shoe of dynamics 1 to Septembertrusive Itpresents is. insights interviews into the 5, thedata context, fromunob- the back-to-school Whilecollection. is theobservation not about at that time. However, we continued withdata control oftheauthors, data could notcollected be nately, due to theunfolding ofevents the beyond onSeptember ofschool to thestart Unfortu- 6. intention The that week. was to data collect prior of Wednesday and Monday the on as well as ber Vukovar, consecutive ontwo Saturdays in Septem- in Zagreb, and in oneBorovo store in thecenter of views were completed in theeight Borovo stores the stores. and unobtrusive Observation inter- receiving funding), data took collection place in the Borovo management (neither requesting nor cooperation forAfter theresearch confi whilequality also facingcompetition. wear throughout their lives and that for is known perceptionbrand as theonethat consumers marketing management Borovo’s described understand theBorovo Interviews brand. with In addition, theauthors worked withBorovo to in thestore and for clues onwhat to observe. develop unobtrusive questions to ask parents informationThe from theinterview was usedto their children through back-to-school shopping. share preferences for theBorovo with brand ing customers. We inquired how about parents to instrument use astructured when approach- ducted adepthducted interview Prior to store visits, thesecond author con- interviews In-depth 37 Therefore, theresearchers donot have 36 about shopping about for rmed by rmed 109 TRŽIŠTE ■ Vol. XXIV (2012), br. 1, str. 103 - 116

40 ndings by e- UDK 658.89-057.874:658.626 UDK 5. FINDINGS 5. organ- ndings, fi our section, present In this we an as twoback-to-school themes: around ized First, dynamic. the in-store and ritual annual shop- a picture of who is present we however, and Mothers kind of footwear. what for and ping of six represented together shopping children two cases presented also The data the groups. of mothers, fathers and together children and shopping of grandparents cases four as well as common It is grandchildren. with their shoes for grand- retired usually, that, knowledge Croatia in grandchildren, of their caretakers are parents with the parents. along a major is season shopping The back-to-school Borovo. the retailer, for and project families for cooperating out of 20 people out of 20 observed the in cooperating be- participation declined people Most store. a hurry. in they were cause worked with the Borovo The research authorsof this access to the permission obtain to management in participating and organizing prior to the stores by collected was collection. Most of the data data four female Master’s students in Zagreb between male one 26-year-old and 26 and the ages of 24 research- ve fi The Vukovar. in Borovo of employee in- in as well in as research the conducted and Croatia from are ers methods trained were in obser- the researchers All Croatian. collection data vational terview methods. from documents They prepared Then, they collected. transcripts and the notes these documents with the authorsthey shared reviewed e-mail. Thevia independently authors their fi and then compared the data mail and Skype. In addition, they triangulated their of the researchers. with the views analysis The analytical included operations categorization, abstraction, comparison, dimensionalization, in- tegration, iteration and refutation. This procedure data qualitative managing for a means provides interpretation. and of analysis purpose the for The The 38 Ameri- we explored 39 retail space, Borghini et al. suggested the suggested al. et Borghini space, retail can Girl research- with comes that responsibility ethical juveniles. involves that consumption ing In their exploration of branding and the INTERGENERATIONAL INFLUENCE AND RITUALS - CHILDREN’S BEHAVIOUR WITH BEHAVIOUR - CHILDREN’S AND RITUALS INFLUENCE INTERGENERATIONAL YEAR SCHOOOLNEW The research generated about 23 single-spaced about 23 single-spaced generated The research transcripts. interview pages of observations and The interview participants parents included 11 chil- interview not did (we 4 grandparents and ected the activityinter- the of refl The notes dren). shoppers, other about 75 view participants and middle- female, and salespeople (male 10 plus re- The researchers middle-aged). late aged to empty times be at quite ported could stores that browsing both with customers, bustling while times. Most peo- tryingand other at on shoes, The interviewed. being research- ple accepted of them. all The to dentiality confi promised ers informants on 15 based 75%, was rate response the reasons informants came to Borovo, includ- Borovo, to came informants the reasons ing location, shoe price, quality, their footwear back- while Borovo at themselves for shopping Croatian of the the role to-school shopping, nostal- their and habits shopping their brand in back-to- of the brand and or remembrances gia Observa- childhood. their from school shopping and of the adults the dynamics on tion focused children and decision-making. interviewed We into insights about their learn salespeople to for shopping parent-child and back-to-school footwear:children’s slippers, shoes, tennis leath- boots. and shoes) (dress er In the non-obtrusive interviews, In the non-obtrusive ethics of working with juveniles informed the design of provided Parents research. this their observing our them prior to consent informed and their children or noting quotes bythe chil- with they tried interacted as shoes on and dren their parents. interviewed were Parents unobtru- minutes ve about fi The lasted interviews sively. phones. on mobile recorded audio were and Children did not participate in interviews. They the observation of through here represented are par- from their activities the com- from and of the quotes consent informed parents. their to they made about shoes ments received we Again, note-taking. any prior to ents 110

■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE boots, depending ontheweather.boots, school fl oor. Most childrenas theseshoes leave on thewooden black marks wear tennis shoes or not allowed to wear shoes withblack bottoms However, are children slippers. about rule such the year round. Inelementaryschool, there is no are an item that wouldbought for be children all indicates that wears everyone slippers, sothey wear slippers. Participant in homes observation to are required Croatia children in Kindergarten at school elementary theageof6or7in Croatia. gin to attend kindergarten at theageof1and be- may Children slippers. of purchases merous as theleast common search. nu- We observed pers, boots and tennis shoes, with tennis shoes eral, however, shopping we observed for slip- family was to attend awedding In gen- soon. a mother shopping for shoes for her sonas the orshoespers for aspecial occasion. There was shopping continues, slip- in theform ofboots, shopping season is over, yet children’s footwear cate that in mid-September, indi- observation and interviews informant ple, the salespeo- are in back-to-school generating The important sales. parents also explained that back-to-school sales Monday in September. and salespeople The onthefi ofschool conclude withthestart rst Ittends ofschool. a month priorto to thestart inback-to-school early August, shopping starts that wespoke withexplained the salespeople and grandparents) and (parents adults The Katherine C. Sredl, Ružica Butigan, Nataša Renko for coming to thestore, given that there are husband. researchers The her explored reasons back-to-school sneakers with her daughter and one oftheinformants, Dubravka D., was buying as being oflesser quality.products For example, Croatia and theimported goods quality as good interpretbrand. They theshoes manufacturedin theyhavethe associations children for back-to-school shopping because of ed data is that adults tend to go toA common theme that emerged Borovo in thecollect- with ritualand theback-to-school Borovo: perceptions ofquality with the quality ofthe withthequality grandparents as well. at Apair thestore observed allegianceThe to Borovo is apparent among never sell only Borovo brands.” always there, be to tell thetruth, thestore will nese shoes.” Saleswoman: will “Well, theimports the children like Borovo. thesethan Better Chi- by customers and Sanja salespeople: ity “Yes, S. qual- of evaluation the in quality manufacturing inneighborhood Zagreb, also reveals therole of son andat asalesperson astore in theSesvete for whowas leatherS., looking shoes for her Another interview involving amother, Sanja notdoes stock those. were for sneakers looking withlights and Borovo instance, theydid not buyshoes they because slippers for themfor school.” However, in this I dothat withmy too. kids Ibuytheshoes and do that withmy parents girl whenIwas so alittle back-to-school shopping withmy Iusedto kids. tices withheryoung daughter: year, “Every Ido discussed her back-to-school shopping prac- fi t, Patricija onandpers theyengaged in adiscussion about K. boughtsmell, that’s for sure.” theslip- her sontried After the slippers.it’s not that helikes theseones,buttheywon’t Maja C. are obviously from China.also imported Andnow, manufacturer sincedomestic theother ones ones and we’re for something looking from a and now theysmell, sowe’re for other looking came here because we already bought slippers inneighborhood Zagreb, explained that “We Patricija amother at astore K., in Kvatric, another daughter could not which decide pair she liked. to bring). did not They buyshoes because the that box is thesaleswoman on theshoe about says” (i.e. thecountry ofmanufacture printed Now we’llChinese what products. see thebox soon…I also come for thediscounts, butnot on again, Ithoughtfacturing theywould closing be read in the papersto Borovo because “It’s Croatian…I’ve that recently Borovo willnamely Peko, which is just like Borovo. She start came manu- tohad been other stores in theneighborhood, ofZagreb,hood Dubrava. She explained that she other shoe stores inneighbor- theparticular 111 TRŽIŠTE ■ Vol. XXIV (2012), br. 1, str. 103 - 116 In addition, 41 UDK 658.89-057.874:658.626 UDK

42 Practice uencing Ritual successful rituals should generate good feelings good feelings generate should rituals successful about participants the ritual and ritual among symbols.goods and The data suggest that good back-to-school good back-to-school that suggest The data par- uence infl Borovo at experiences childhood ents return with to their children. In addition, the quality of the product encourages re- parents to Borovo. to turn as Type and Footwear Child Age Infl grand- and most parents that established Having Borovo to children their bring to decide parents wanting to addition in the quality price, and for the next to a cultural down generation pass to quality products that benotion on the should teach parents that the ways discuss we market, Ob- the store. in while buy shoes to the children on the focused data servational interview and or grandpar- the parents of whether questions the shoes them- choose let the children ents situations. what in and selves is working because they have complete trust trust complete because they have working is people who salesperson. Furthermore, that in of- (pre-1991) the war before Vukovar in lived cometen the to store as well as people who to the brand relate and Borovo, for worked had parents many In addition, gone by”. the “times took also Their parents the quality. for go there foot- buy back-to-school associ- to Borovo to them is Borovo wear. that suggest informants Thus, domestic manufacturing and with quality, ated the the past suggest that means the past. We better well the past, as made in were things way ar- we a desire, There is childhood. own one’s as the next on to the knowl- pass generation to gue, products and norms used cultural edge of what rituals. beto like (with regard quality) to and should be at shopping of back-to-school the ritual through subsequent the perspective a theory, of ritual From Borovo. for good ritual experience encouragesparticipants return to ord it, I don’t have have it, I don’t ord In the store in Sesvete, a neighborhood at the a neighborhood the at Sesvete, in In the store three the no shop- are there where of Zagreb, end east Dubrava, or the in are there as or shoe stores malls ping Kvartric in or center city experiences. their about talked salespeople had Ognjenka, Vlatka and of the women, Two 40 almost years. for been the store in working are most of the buyers that They mentioned the neighbor- from buyers frequent and regular when a certain salesperson in hood who come Store dynamic the money, I’m not so rich that I can keep buying buying keep I can that so rich not I’m the money, the time.” all Another factor that infl uences choosing Borovo Borovo choosing uences infl factorAnother that or the nostalgia consumer is back-to-school for grew “I Borovo to of going experiences own informant’s explained: D. about When asked child. a as back-to-school for Dubravka par- with her shopping shoe went she where child, a as ents always Borovo Peko. Borovo, here. around up I ago. years 30 young, when I was ruled. Even the in I saw what boots, these rubber saw that’s to me back brought what that’s newspapers, to comes she about why When asking Borovo.” you “Well…when S. mentioned: Sanja Borovo, Borovo. for do you Prada, money for have don’t if with Borovo, up I grew Just joking. In a way, Everything owned meaning. I ever get my you it, That’s Borovo. at Dad Mom and by bought was al- it’s merchandise, the Chinese it stayed…and aff And I can’t most disposable. Consumer nostalgia nostalgia Consumer in the Dubrava neighborhood was Vinko D. and and D. Vinko neighborhood was the Dubrava in looking leather was for D. Vinko grandson. his which shoes, solely Borovo shoes. He demanded it’s long as “As statement: his from obvious was I came!” After why a short try that’s of Borovo, found have to content was D. Vinko the shoes, and the shoes bought looking he was for, what left the store. INTERGENERATIONAL INFLUENCE AND RITUALS - CHILDREN’S BEHAVIOUR WITH BEHAVIOUR - CHILDREN’S AND RITUALS INFLUENCE INTERGENERATIONAL YEAR SCHOOOLNEW 112

■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE Thus, simply entering theBorovo space not does more expensive brands, such as Nike orAdidas. the shoes of lower-quality manufactures or stores display often to theBorovo shoes next to literacy andwithshopping. familiarity Borovo Age might themajor when itcomes be factor shoes to buy. age thechild to the explore thestore and select older thechild themore did theparent encour- at the stores,observation we noticed that the tion, although theyare fashionable. Throughout sole withoutthearch orshock absorp- support shoes and theyhave nofootbed, just arubber here, too.to bought “I say: shoes Startas for my daughter They are alsoyoung sothat is for important him.” She went on nice.”because oftheir and quality footpad. Mysonis We wore slippers Borovo like “I Borovo. by made being Startas discussed her preference for slippers for her son ofthefootwear being purchased.the type She diff her purchase behavior withthechildren may be oftheinterview suggest that other parts served, seem to in stand contradiction to what we ob- is to important Quality me.” Although this may them ifIdon’t that see theshoes have afootpad. chose which onetheylike butIwill not buy the shoes and she explained that, letchildren “I We askedwhomakes I. Ksenja thedecision about proved oftheBorovo slippers as we shall see. parents’ decisions, theway that this parent ap- sions as longas theyare in accordance with their seems to achance be for children to make deci- are blue.” mother The bought theslippers. There mented: “Mommy, Ilike much. They them very them onand tried boy com- on.The son to try and thefootbed passed them tospected her brought theslippers to themother. in- I. Ksenja that theyhad only theright size for and theboy for both children. saleswoman The explained (age 4). She asked thesaleswoman for slippers at Crnomerec withadaughter (age 8) and ason or not. Onemother, entered I., Ksenja thestore interaction their in observed is that whether buy, low their children to make thechoice ofwhat to parentsMost and grandparents say that theyal- Katherine C. Sredl, Ružica Butigan, Nataša Renko erent depending ontheageofchild and that are less well manufacturedcially beingdisappointed after by theslippers or cost less, the with it.Inreturning to Borovo for slippers, espe- make adecision as longas theparents agree driven by theparents; therefore, thechild may that parentgests and child decision-making is whenfootbed itcomes to footwear. Italso sug- is namely product important, quality aquality suggest that parents teach their children that a shelves. observationaland interview data The toopposed encouraging thechild to browse the dren, theadults tend to events direct early on, as eration. Inthecase ofslippers and young chil- extent ontheprice oftheshoes under consid- footwear and theageofchild, and to alesser enteringupon of thestore depends onthetype How parents and their child might proceed purchase. count thestore table, withouta thefamily left dis- at the time their of most spending After the mother told himthatthem. hedidnot need that had theSpiderman character onthem but who remained withher, demanded theshoes that heliked. At time, thesame theyounger boy, there is anything from thesupply ofsneakers toboy browse through theshelves if and see proximately She 4and encouraged 8. theolder the store insons, ap- Dubrava aged withher two Valentina age. D.ently, their on entered based example, themother managed her sons diff sensitivebe to price. like Nevertheless, theprior In thefollowing example, to thefamily seemed thechildrecting in way thesame that agedoes. Price not does to seem infl uence theparent in di- Startas shoes. with case the is as decision-making, of part be to children preferences older the allow of parents year might play amore role important in that In addition, fashion school and therespective the visual cues of shoes, theymay qualitywhen selecting not recognize such as brandfamiliar withwhat like. theBorovo looks So, logo names. may ormay literate, not be oreven experienced from Borovo Ayounger manufacturing. child that the parent itwill ofthequality be expects mean that thechildren may choose any or shoe er- 113 TRŽIŠTE ■ Vol. XXIV (2012), br. 1, str. 103 - 116 , Vol. 8, , Vol. Advances in Journal of Re- UDK 658.89-057.874:658.626 UDK , Anchor Books, Garden City, Books,, Anchor City, Garden Princeton, NJ, 2004. NJ, Princeton,

, Free Press, New York, NY, 1979. NY, New York, Press, , Free , Vol. 42, No. 3, 1998, pp. 217-226. pp. 1998, 3, No. 42, , Vol. Journal of Consumer Culture Consumer of Journal , Vol. 31, 2004, 609-622. pp. 31, , Vol. family’s preference for Borovo as a brand. The The brand. a as Borovo for a chance also It is stores. Borovo to of going ence preference forthe parents involve their to children in the family’s slip- for shopping be repeatedly seem to parents interest they demonstrate where Borovo, pers at for of preference a transfer suggesting quality, in expected We the children. quality and to Borovo of shoes; choice children-led be more to there should decision the that indicates the data yet, As the chil- for the parents. of with that be line in trying in is or comment- shoes on role their dren, color. their as such on them, ing In future research, we plan to conduct data collec- start the prior to the month school of while tion in of primary school age groups more exploring also to plan We types more and of footwear. children parents. their as well as children interview , Vol. 19, 1992, pp. 198-211.

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■ Vol. XXIV (2012), br. 1, str. 103 - 116 TRŽIŠTE 2 Ward, Consumer S.: Socialization, 32. Wallendorf, We Arnould, M., E.J.: Gather31. Together: Consumption Rituals Day, ofThanksgiving Spiggle, Analysis S.: and Interpretation30. ofQualitative Data in Consumer Research, 29. Rosenberry, V.: 28. Rook, D.W.: Rook, Ritual The Dimension ofConsumer Behavior,28. 1 References 21. Moore, E.S., Wilkie, W.L., Lutz, R.J.: Passing Moore, Wilkie, theTorch: W.L., R.J.: E.S., Lutz, Intergenerational21. Infl uences as aSource of Moisio, Mothers Price,and Arnould, Markets, Between E.J., R., L.L.: 20. Kozinets, R.V.: Can Consumers theMarket? Escape Emancipatory Illuminations15. from Burning Man, Jutarnji List, http://www.jutarnji.hr/za-skolski-pribor-potrebno-izdvojiti-dvije-tisuce-kuna/151336/14. Katherine C. Sredl, Ružica Butigan, Nataša Renko 7 Roedder, J. D.: Consumer Socialization of Children:27. ARetrospective Look at Twenty-Five Years of RoleofFamily Mochis, The G.: Communication in Consumer Socialisation ofChildren19. and Adoles- 18. Mochis, G.: 17. McCracken, G.: Marshall, C.,Rossman, G.B.: 16. 2 Muehling, D.D., power Sprott, D.E.: ofrefl The 22. An empiricalection: examination ofnostalgia adver- 26. Robertson, T.S., Robertson, Kassarjian, (eds.): H.H. 26. Pascal, V.J., Sprott, D.E., Muehling, D.D.: infl The 25. uence ofevoked nostalgia on consumers’ respons- 24. National Retail Federation (2010), “Back-To-School AndBack-To-College Trends 2010”, avail- 23. National Retail Federation (2010), Spending”, “School available at: http://www.nrf.com/ National Retail Federation (2010), Spending”, “School available at: http://www.nrf.com/ Journal of Consumer Research Research Consumer 12, 1985, pp. 251-264. or=1#SchoolSpending 23 (accessed February modules.php?name=News&op=viewlive&sp_id=965&parent_id=1018&peer_rev=0&nrf_ Brand Equity, ture Journal of Consumer Research (accessed 30August 2011) Research, Cliff wood cents, 1987.MA, 2012) News&op=viewlive&sp_id=965&parent_id=1018&peer_rev=0&nrf_or=1 (accessed February 23 (accessed February News&op=viewlive&sp_id=965&parent_id=1018&peer_rev=0&nrf_or=1 AndBack-To-CollegeSchool Trends 2010”, available at: http://www.nrf.com/modules.php?name= tising eff ing study, exploratory An advertising: to es id=1018&peer_rev=0&nrf_or=1 (accessed 2012) 23 February http://www.nrf.com/modules.php?name=News&op=viewlive&sp_id=965&parent_ at: able or=1#SchoolSpending (accessed 2012) 23February modules.php?name=News&op=viewlive&sp_id=965&parent_id=1018&peer_rev=0&nrf_ , Vol. 24, 2002, pp. 39-49. , Vol. 4, No. 3, pp. 2004, 361-384. Journal of Consumer Research ects, s, NJ, 1991. Journal Consumer socialization: A life-cycle perspective Alife-cycle socialization: Consumer Journal of Marketing of Journal Journal of Advertising Vera’s Day First School of The LongInterview

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