Original Research

Shopper typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market

Chengedzai Mafini, Manillall Dhurup, Lawrence Mandhlazi
Acta Commercii | Vol 14, No 1 | a209 | DOI: https://doi.org/10.4102/ac.v14i1.209 | © 2014 Chengedzai Mafini, Manillall Dhurup, Lawrence Mandhlazi | This work is licensed under CC Attribution 4.0
Submitted: 01 July 2013 | Published: 02 April 2014

About the author(s)

Chengedzai Mafini, Faculty of Management Sciences, Vaal University of Technology, South Africa
Manillall Dhurup, Faculty of Management Sciences, Vaal University of Technology, South Africa
Lawrence Mandhlazi, Faculty of Management Sciences, Vaal University of Technology, South Africa

Abstract

Purpose: The primary purpose of the study was to examine Generation Y consumer shopper typologies. The secondary purpose was to establish the influence of age in the identified shopper typologies.

Rational: Marketers have ever been concerned with the behaviour of consumers. Generation Y consumers have emerged as an important marketing segment. Consequently, a need exists to investigate behavioural issues pertaining to this age cohort on a continuous basis.

Methodology: A survey questionnaire was administered to a convenient sample of 230 Generation Y consumers of fashion apparel. Exploratory factor analysis was used to identify shopper typologies. The Kruskal-Wallis test was used to examine the influence of age on the identified shopper typologies.

Findings: The study identified seven shopper typologies that are applicable to the Generation Y cohort. These are quality conscious, brand conscious, novelty seeking, hedonistic, confused by over-choice, habitual, brand loyal and fashion conscious shopper typologies. The study also revealed that younger consumers were found to be more confused by over-choice than their older counterparts.

Value of research: These findings may enable marketers to understand and predict the purchase behaviour of Generation Y consumers, thereby facilitating the development and implementation of more effective marketing strategies.


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