scholarly journals Impulse Buying Behaviour of Generation Y in Fashion Retail

2015 ◽  
Vol 11 (1) ◽  
pp. 144 ◽  
Author(s):  
Nasreen Khan ◽  
Lai Hui Hui ◽  
Tan Booi Chen ◽  
Hong Yong Hoe
Keyword(s):  
Generation Y ◽  
Demographic Factor ◽  
Situational Factor ◽  
Integrative Approach ◽  
Impulse Buying ◽  
Personal Factors ◽  
Segmentation Strategy ◽  
Factor Income ◽  
Fashion Apparel ◽  
Buying Behaviour

Since the past two decades, Generation Y consumers have become global marketers’ interest due to their spending power and high likely to engage in impulse buying behaviour. Very little research investigates the impulse buying behaviour of Generation Y and existing research do not look into the possible factors of impulse buying behaviour as an integrative approach. The main objective of the research is to integrate all the possible factors with its dimensions and examine its simultaneous relationship with impulse buying behaviour. A survey questionnaire was administered to convenient sample of 250 Generation Y consumers of fashion apparel. The results show that demographic factor (gender) has the strongest impact on impulse buying behaviour, followed by situational and personal factors. Interesting finding is that demographic factor (income); situational factor (social influence) and personal factor (extraversion) do not stimulate impulse buying behaviour of Generation Y.  These findings may enable global marketers to develop an effective market segmentation strategy.

scholarly journals Personal and In-store Factors Influencing Impulse Buying Behavior among Generation Y Consumers of Small Cities

2018 ◽  
Vol 7 (1) ◽  
pp. 92-107 ◽  
Author(s):  
Mudassir Husnain ◽  
Bushra Rehman ◽  
Fauzia Syed ◽  
Muhammad Waheed Akhtar
Keyword(s):  
Generation Y ◽  
Structural Equation ◽  
Positive Impact ◽  
Family Influence ◽  
Equation Modeling ◽  
Impulse Buying ◽  
Personal Factors ◽  
Buying Behavior ◽  
Small Cities ◽  
Time Availability

For decades, impulse buying is considered to be one of the significant factors to increase sales volume in the retail sector. Past studies have investigated the impulsive buying behavior of generation Y consumers in retail settings of somewhat medium- and large-sized cities. Therefore, how certain situational or in-store factors can propagate impulse buying in the retail settings of small cities has been widely ignored. This article explores the influence of situational variables categorized as personal factors (time availability, family influence, money availability) and in-store factors (store environment, sales promotions, and friendly store employees) on generation Y impulse buying behavior in the Pakistani context in general and the country’s small cities in particular. A self-administered survey was used to elicit information from 422 purposively selected respondents (living in various cities of Punjab, Pakistan). Data have been analyzed by using Statistical Package For Social Science (SPSS) and Analysis of Moment Structure (AMOS) for structural equation modeling (SEM). Results revealed that personal factors, that is, time availability and family influence has significant and positive impact on the impulse buying behavior of generation Y consumers in Pakistan, also in-store factors except money availability has significant impact on impulse buying behavior. Recommendations for retail management have been given at the end of the article.

scholarly journals External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students

2018 ◽  
Vol 10 (5(J)) ◽  
pp. 264-273
Author(s):  
Jacinta Ana Neves ◽  
Ephrem Habtemichael Redda ◽  
Natasha De Klerk ◽  
Natasha De Klerk
Keyword(s):  
Generation Y ◽  
External Factors ◽  
Public Higher Education ◽  
Impulse Buying ◽  
Cognitive Response ◽  
Convenience Sample ◽  
Factors Influencing ◽  
Impulse Purchases ◽  
Impulse Purchase ◽  
Buying Behaviour

Impulse buying behaviour has been recognised as a key research concern amongst academic researches and marketers. At one time or another a large amount of consumers purchases on impulse. Evidence from the literature indicates that external factors, such as in-store atmosphere, in-store browsing, in-store layout, salespersons, promotions and reference groups are important antecedents of impulse purchases. The cognitive response to act on impulse purchase is triggered by external factors to buy on impulse. This paper reports on a study undertaken to determine the external factors influencing the cognitive response of impulse buying behaviour amongst Generation Y students. Generation Y are labelled as individuals born between 1986 and 2005. The study employed a quantitative method, whereby a structured, self-administered questionnaire was used to collect data from a non-probability convenience sample of 349 students (aged 18 to 24 years), across two South African public higher education institutions’ campuses located in the Gauteng province. The collected data was examined using descriptive statistics, confirmatory factor analysis, reliability, correlation analysis and regression analysis. The coefficient of multiple determination (R2) was 0.070 that implies that in-store atmosphere, in-store browsing and promotions can predict seven percent of the variance in Generation Y students’ cognitive response to buy on impulse, which proposes that other variables influence Generation Y students’ cognitive response to buy on impulse. 

scholarly journals Does Education Affect the Online Impulse Buying in Millennials?

2020 ◽  
Vol 8 (2S12) ◽  
pp. 100-103
Keyword(s):  
Generation Y ◽  
Research Paper ◽  
Impulse Buying ◽  
Impulsive Buying ◽  
Buying Behaviour ◽  
The Impact ◽  
Buying In

The popularity and acceptance of online medium for buying and selling has increased both in terms of popular acceptance and widespread reach in every nook and corner of the country. A similar rise has been observed in the tendency of online impulsive buying behaviour too. Impulsive or impulse buying is unplanned and often done in a fraction of second over some human stimulus that is usually uncontrollable. There is no doubt to the fact that the exposure and inclination towards online medium as a buying platform has increased significantly over the last few years amongst all and its rise is particularly noteworthy in the generation Y. Today this young and well educated group qualifies to be an important segment for marketers. This research paper explores the impact of education over online impulsive buying behaviour in millennials of today.

scholarly journals RETHINKING IMPULSE BUYING BEHAVIOUR: EVIDENCE FROM GENERATION Y CONSUMERS

2018 ◽  
Vol 15 (1) ◽  
Author(s):  
Katija D. Vojvodić ◽  
Matea D. Matić Šošić ◽  
Jelena D. Žugić
Keyword(s):  
Generation Y ◽  
Information And Communications Technology ◽  
Environmental Cues ◽  
Website Design ◽  
Communications Technology ◽  
Impulse Buying ◽  
Website Quality ◽  
Different Types ◽  
Major Factors ◽  
Buying Behaviour

The continued and rapid advancement of information and communications technology has considerably shaped the overall behaviour of Generation Y consumers, also known as the Millennial Generation. In that context, the objective of this paper was to examinedifferences between different types of impulse buyingbehaviour and online environmental cues (website quality and website design).The paper also aimed to provide determinants of e-impulse buying behaviour of Generation Y consumers.The research was conducted using a questionnaire on a sample of 334Generation Y consumers in Croatia.Collected data was analysed using software package SPSS 20. Various statistical analyses were used such as factor analysis and analysis of variance. The findings indicate that online consumers are influenced by the two major factors, extreme and pure impulsiveness. The paper utilised website design and website quality in order to determine the relation between these variables and different types ofe-impulse buying behaviour of Generation Y in Croatia. Significant differences were found between extremely and purely impulsiveGeneration Y consumers and online environmental cues.

scholarly journals Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study

2021 ◽  
pp. 097639962110412
Author(s):  
Shaifali Chauhan ◽  
Richa Banerjee ◽  
Vishal Dagar
Keyword(s):  
Positive Emotions ◽  
Positive Impact ◽  
Sales Promotion ◽  
Impulse Buying ◽  
Fashion Industry ◽  
Fashion Products ◽  
Hedonic Shopping Value ◽  
Fashion Apparel ◽  
Buying Behaviour ◽  
The Impact

This article attempts to analyse the changes occurred in the behaviour of the customer for online buying of fashion products. The prime objective of this study is to bridge the gap by contributing to the literature about the impact of pandemic on consumer buying tendencies for fashion industry. This study proposes a model for impulse buying of fashion apparel based on consumers’ shopping behaviour during COVID-19 pandemic. The conceptual model was developed using stimulus organism response (S-O-R) theory using fashion involvement (FI), hedonic shopping value (HSV) and sales promotion (SP) as independent variables, positive emotions (PE) as a mediating variable and impulse buying (IB) as a dependent variable. The data was collected from 569 respondents from central Indian region, the collected data was analysed using PLS-SEM 3 software. The importance performance map analysis (IPMA) was used to understand the accurate performance of variables. The result shows the significant and positive impact of HSV and PE on IB, unlike FI and SP which were not showing significant impact. Moreover, PE is a significant mediator in the relationship of the constructs. This study contributes by providing original insights into the IB literature. The analyses of IPMA will help the fashion industry to rebound after COVID-19.

Effect of sales promotion on impulse buying behaviours of generation Y consumers in omni-channel retail contexts

2020 ◽  
Vol 8 (11) ◽  
pp. 258-270
Author(s):  
Da-Nien Liu ◽  
Jun-An Xie
Keyword(s):  
Generation Y ◽  
Sales Promotion ◽  
Sample Population ◽  
Impulse Buying ◽  
Loyalty Program ◽  
Positive Effects ◽  
Affective Attitude ◽  
Shopping Experience ◽  
Buying Behaviour ◽  
The Impact

The present study investigated how sales promotion influences the impulsive buying behaviours of generation Y consumers in Taiwan on the basis of a Stimulus-Organism-Response (S-O-R) model. Impulse buying stimuli, comprising discount promotion and loyalty program, were used in the study. Consumers’ organism can be divided into normative assessment and affective attitude. Normative assessment positively influences affective attitude, and affective attitude leads to impulse buying. This study conducted a survey on consumers who bought goods from Watsons physical store. In total, 250 valid samples were collected through judgmental sampling. The respondents’ demographics were analysed using SPSS 22, and an SEM model was tested using Amos 24. The results revealed that discount promotion had positive effects on consumers’ normative assessment and affective attitude, whereas the effects of loyalty program were nonsignificant. Affective attitude was discovered to be a robust predictor of impulse buying behaviour in the omni-channel retailing context. The findings were limited because the sample population represented only a small segment of Taiwanese Generation Y consumers. They were also limited by the interrelationship among variables suggested by the S-O-R model. In the age of omni-channel retail, discount promotion presents an effective tactic to trigger impulse buying behaviours. The impact of affective attitude is increasing. Retailers should optimise the interaction possible in omni-channels to create a seamless shopping experience that allows consumers to enjoy the purchasing process. Few studies have implemented the S-O-R model in the context of omni-channels. The present study narrowed this research gap by demonstrating the influence of the S-O-R model on impulse buying behaviours of generation Y consumers’ in omni-channel retailing.

Generation Y consumers’ buying behaviour in fashion apparel industry: a moderation analysis

2017 ◽  
Vol 21 (4) ◽  
pp. 523-543 ◽  
Author(s):  
Naser Valaei ◽  
S.R. Nikhashemi
Keyword(s):  
Social Identity ◽  
Generation Y ◽  
Purchase Intention ◽  
Country Of Origin ◽  
Group Analysis ◽  
Content Type ◽  
Self Identity ◽  
Gen Y ◽  
Fashion Apparel ◽  
Buying Behaviour

Purpose The advent of media and technology has led to growing inclination among Generation Y (Gen-Y) consumers towards diverse fashion influences and they tend to dress either to fit in with their peers or to articulate self-identity and conform to the society. This trend has become a fashion dilemma and the purpose of this paper is to leverage on this matter by investigating the factors influencing the Gen-Y consumers’ attitude and purchase intention towards fashion apparel. Design/methodology/approach A sample of 250 respondents is used to assess the measurement and structural models, by applying a partial least squares-structural equation modelling (PLS-SEM) approach. Findings The results indicate that brand and self-identity are the factors that most shape Gen-Y consumers’ attitudes towards fashion apparel. Furthermore, brand, style, price, and social identity are the most influential factors of Gen-Y consumers’ purchase intention for fashion apparels. The findings also show that style, price, country of origin, and social identity are not relevant to Gen-Y consumers’ attitudes towards fashion apparel, and that country of origin and self-identity do not have any relationship with the Gen-Y consumers’ purchase intention. Originality/value This study is among the few attempts to investigate the Gen-Y consumers’ buying behaviour of fashion apparel based on the theory of planned behaviour, optimal distinctiveness theory, and social identity theory. PLS-multi-group analysis reveals that age, gender, and income are moderating variables of several proposed structural relationships.

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