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

Abstract

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.