Shopper typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market
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 ha...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2014-04-01
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| Series: | Acta Commercii |
| Online Access: | https://actacommercii.co.za/index.php/acta/article/view/209 |