Intergenerational perceptions of market cues among US apparel consumers

Purpose This paper aims to examine differences in generational perceptions of market cues related to price, quality and shopping enjoyment in the apparel retailing context. Design/methodology/approach A cross‐section of US apparel consumers ( n =342) constitutes the sample for the study. Analysis of variance and multiple comparisons are used to investigate differences in market cue perception among US generational cohorts. Findings Results...