Generation Y female consumer decision‐making styles

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.

Citation

Bakewell, C. and Mitchell, V. (2003), "Generation Y female consumer decision‐making styles", International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 95-106. https://doi.org/10.1108/09590550310461994