Generation Y female consumer decision‐making styles

Published on Feb 1, 2003in International Journal of Retail & Distribution Management
· DOI :10.1108/09590550310461994
Cathy Bakewell8
Estimated H-index: 8
(MMU: Manchester Metropolitan University),
Vincent‐Wayne Mitchell37
Estimated H-index: 37
(University of Manchester)
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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