Generation Y female consumer decision‐making styles

Cathy Bakewell · Vincent‐Wayne Mitchell

547 citations0/0 files storedInternational Journal of Retail & Distribution Management

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Consumer Retail Behavior Studies Consumer Behavior and Marketing Influence Consumer Behavior and Market Dynamics

Abstract

Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision‐making groups, namely: “recreational quality seekers”, “recreational discount seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money conserving”. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.

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References

1982Hedonic Consumption: Emerging Concepts, Methods and Propositions 1985Materialism: Trait Aspects of Living in the Material World 1978Consumer Socialization: A Theoretical and Empirical Analysis 1998A Theory of Shopping 1996Cross-cultural differences in materialism

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