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.
ABSTRACT Generation Y is regarded as the elusive new youth market, whose members are as resistant to advertising efforts as were members of Generation X before them. To investigate various factors that influence the use of advertising among the college segment of Generation Y, a survey was administered to a random sample of 368 college students. Questions probed self-identity, relevance of depictions in the media, and the informational value of advertising across eight media. Results show that g...
Abstract While shopping by men is on the rise, perceptions of male shopping behavior, as well as how men actually shop, remain underexplored. We first describe three common stereotypes of male shopping behavior: “Grab and Go,” “Whine and Wait,” and “Fear of the Feminine.” We then demonstrate how actual male shopping behavior belies these stereotypes. For example, men often evaluate alternatives, bargain, and even shop in “feminine” stores. Our theory of male shopping behavior is rooted in studie...
The purpose of the current study was to compare and contrast various marketing‐ and consumer‐related attitudes and behavior across the baby boomer (those born between 1946‐1964) and baby buster (those born between 1965‐1976) generations. Study results suggest that baby busters, compared with baby boomers, are more favorably predisposed toward marketing and advertising. It was also found that the two generations differ in their understanding of the domain of marketing. These findings have importa...
Marketers often segment consumers on factors such as age, gender, income, stage of life, and geography. Another innovative approach is to group consumers into cohorts. Cohorts are groups of individuals who are born and travel life together and experience similar external events during their late adolescent/early adulthood years. These events influence people to create values, attitudes, and preferences that remain with them for their lifetime. This article reviews and assesses the current litera...
Explores the concept of consumer confusion; what causes it, how consumers react to it and how marketers can influence it. The focus proposed differs from previous work by integrating the notions of stimulus overload and stimulus similarity as well as acknowledging conscious and unconscious confusion. The marketing determinants of confusion are classified and an inventory of confusion reduction strategies is discussed. Examines the marketing and policy implications of confusion, presents a checkl...
#1Michael A. Jones(UTC: University of Tennessee at Chattanooga)H-Index: 21
Abstract Previous research has provided much evidence to support the notion that shopping can be entertaining. In addition, many retailers are continually seeking new ways to entertain their customers. Although several studies have identified the existence of entertaining shopping experiences, few studies have investigated the factors important to the creation of these experiences. Using the critical incident technique, 724 incidents were collected and two broad groups including nine unique fact...
Going shopping is a major source of relaxation as well as a household chore. Associated with females, the activity is under pressure due to time constraints, changing social roles and technological advances. In this paper, the impact of changing social pressures on going shopping is examined among married households. Key constructs are sex and shopping context which determine shopping responsibility among household members. Based on a large scale survey that included statistically viable numbers...
This paper hypothesises that the nature of children early in the next millennium will be formed by the dynamics of a much changed environment on their inherent nature. The stress of the new environment on children is likely to result in largely conflicting desires for immediate gratification and building self esteem, and new opportunities for brands that can satisfy these changing needs.
The cryptocurrency market has been described as revolutionary due to the constant technological evolution and innovation that the blockchain technology provides. Leading many to believe that this could be the next step for the human race, just like how fiat currency replaced gold. Cryptocurrencies were originally created to be a form of savings or income for the unbanked, reduce costs and energy consumption, for a means of data transparency and to remove financial intermediaries. It is undeniabl...
Abstract Millennials are currently facing particular financial challenges that will condition the future financial well-being of the society as a whole, and the decision-making process happening in worse circumstances than those of preceding generations. However, few studies to date have deeply analyzed millennials’ financial behaviors, and particularly, how self-control operationalizes their financial choices. Using data from the 2017 Survey of Financial Competences of Spanish individuals, this...
Last. Diego Begalli(University of Verona)H-Index: 11
view all 4 authors...
Abstract This study advances the field of sustainability- and origin-related attributes with an analysis of the role of a carbon reduction claim in consumer choice when it is labelled in conjunction with terroir cues on a bottle of wine. Data derive from a survey, including a Discrete Choice Experiment, with a sample of 982 Italian young consumers. The estimation of a Latent Class Model in willingness-to-pay space shows seven consumer segments characterized by different motivations and relations...
Purpose The purpose of this paper is to investigate the influence of perceived brand leadership of an e-commerce website on satisfaction and repurchase intention. Moreover, the different roles of gender and age were explored in the proposed model. Design/methodology/approach An online survey was administered to Chinese consumers (n=476) who have purchased products on e-commerce websites. Using SmartPLS 3.0 software, a partial least squares structural equation modeling analysis was conducted in t...
