期刊名称：International Business & Economics Research Journal
印刷版ISSN：1535-0754
电子版ISSN：2157-9393
出版年度：2014
卷号：13
期号：4
页码：679-688
语种：English
出版社：The Clute Institute for Academic Research
摘要：The determinants of how and why people shop has been a topical matter to many people for many years. This had a stimulus effect on the development and proliferation of a diversity of consumer typologies. The purpose of this study was to develop a typology of South African Generation Y consumers in their purchasing decisions. The study adopted a quantitative approach in which a structured questionnaire was used to survey 294 Generation Y consumers who were selected using an integration of non-probability convenience and judgement sampling methods. Seven groups of Generation Y consumers, namely quality conscious, brand conscious, novelty seeking, hedonistic, confused by over-choice, habitual, brand loyal, and fashion conscious were identified. Differences were found between consumers who are confused by over-choice and younger Generation Y consumers. Younger consumers were found to be more confused by over-choice compared to their older counterparts. Findings of this study suggest that retailers should use communication channels which would be more easily understood by Generation Y consumers, and they should provide information that assists buyers to make a rational decision in the buying process.
