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

• Main Authors: Chengedzai Mafini, Manillall Dhurup, Lawrence Mandhlazi
• Format: Article
• Language: English
• Published: AOSIS 2014-04-01
• Series: Acta Commercii
• Online Access: https://actacommercii.co.za/index.php/acta/article/view/209
• ISSN: 2413-1903; 1684-1999

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.