A Regression Analysis of Generation Y Female Students' Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice
Keywords:
Apparel, perceived social risk; buying behavior; retail store choice; Generation Y female students
Abstract
In the present post-modern era, Generation Y female students are faced with a discerning process of selecting the optimum apparel retail store to be loyal to and from which to buy clothing products. Therefore, the active store choice decision is conceptualized as the difficulty of determining someplace and when and where to shop. The main objective of the study was to examine the relationship between social risk, buying behavior and store choice within the apparel retail industry. The study is positioned within a post-positivism quantitative paradigm and adopts a cross-sectional survey approach collecting data from 400 conveniently selected university students. Scale purification was done through pre-testing and pilot testing. Through multiple regression analysis, the results show that social risk and buying behavior significantly influences retail store choice in an apparel retail setting. The findings indicated that there is a positive and significant association between perceived social risk, buying behavior and retail store choice. Based on the outcomes of the study, recommendations were suggested to retail managers to develop retailing strategies that charm the female Generation Y consumers. In addition, limitations and future research directions are referred to.
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References
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Martin, C. A. & Turley, L.W. (2004). Malls and consumption motivation: an exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution Management, 32(9), 464-474.
Mason, J.B., Mayer, M.L. & Ezell, H. F. (1991). Retailing. 4th ed. Boston: Irvin
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Nasir, M.A. Wu, J., Yago, M. & LI, H. (2015). Influence of Psychographics and Risk Perception on Internet Banking Adoption: Current State of Affairs in Britain. International Journal of Economics and Financial Issues, 5(2), 461-468
Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric Theory. (3rd Ed). New York. McGraw-Hill.
Peter, J.P. & Olson, J.C. (2005). Consumer behavior and marketing strategy. Saddle River, New Jersey: Prentice Hall.
Prasad, C.J. (2012). Effect of shopper attributes on retail format choice behavior for food and grocery retailing in India. International Journal of Retail & Distribution Management, 39(1), 68-86.
Prashar, A. (2013). Driver of store choice in an evolving market: An empirical study. International Journal of Advancements in Research and Technology, 2(8), 195-202.
Rikhotso, T.V. (2004). Personal Characteristics, Perception of Store Image Attributes and Store Choice of Black Female Clothing Shoppers. Magister dissertation in Consumer Sciences (Clothing). Potchefstroom. North West University.
Schiffman, L. G. & Kanuk, L.L. (2007). Consumer behavior. (9th Ed). Upper Saddle River. Prentice Hall.
Schreiber, J.B., Nora, A., Stage, F.K., Barlow, E.A. & King, J. (2010). Reporting structural equation modeling and confirmatory factor analysis results: a review. The Journal of Educational Research, 99(6), 323-338.
Sinha, P.K., Banerjee, A. & Uniyal, D. P. (2002). Deciding where to buy: Store choice behavior of Indian shoppers. Vikalpa, 27(2), 13-28.
Sinha, P. K. & Banerjee, A. (2004). Store choice behaviour in an evolving market. International Journal of Retail & Distribution Management, 32(10), 482-494.
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Ueltschy L.C., Krampf, R.F. & Yannopoulos, P. (2004). A Cross National Study of Perceived Consumer Risk towards Online (internet) Purchasing. The multinational Business Review, 12(2), 59-82.
Weib, S. (2015). Determinants of Private Label Attitude: Predicting Consumers’ Brand Preferences Using Psychographics. Austria. Springer. Williams, K.C. & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 1-17.
Xue, D.F. (2015). Analyze the relation between perceived risk and customer involvement: Based on the Bank financial products. International Journal of Economics, Commerce and Management, 3(2), 1-7.
Yoshida, M. & James, J.D. (2010). Customer satisfaction with game and service experiences: Antecedents and Consequences. Journal of Sport Management, 24, 338-361.
Zhang, L., Tan, W., Xu, Y. & Tan, G. (2012). Dimensions of consumers’ perceived risk and their influences on online consumers’ purchasing behavior. Journal of Communications in Information Science and Engineering, 2(7), 8-14.
Zinyemba, A.Z. & Manase, I. (2015). Effects of advertising on consumer behavior in low-density houses: the case of Marlborough, Zimbabwe. International Journal of Business, Economics and management, 2(4), 91-99.
Zulqarnain, H., Zafar, A.U. & Shahzad, M. (2015). Factors that affect the choice of Consumers in selecting Retail Store, for Grocery Shopping. International Journal of Multidisciplinary and Current Research, 3(1), 1167-1172.
Anderson, J. & Gerbing, D. (1988). Structural Equation Modeling in Practice: A Review and Recommended Two Step Approach. Psychological Bulletin, 103, 411-423.
Arslan, Y., Gecti, F. &Zengin, H. (2013). Examining perceived risk and its influence on attitudes: A study on private label consumers in Turkey. Journal of Asian Social Science, 9(4), 158-156.
Bailey, J.F. (2011). Customer buying behaviour at selected petroleum shops in Cape Town, Unpublished Master’s Degree Dissertation. Cape Town. Cape Peninsula University of Technology.
Bazgosha, G., Eizi, N., Nawaser, K. & Parhizgar, M.M. (2012). Technology of e-banking: perspective of costumers’ perceived risk and uncertainty. Indian Journal of Science and Technology, 5(2), 2200-2208.
Bevan-Dye, A.L., Garnett, A. & De Klerk, N. (2012). Materialism, status consumption and consumer ethnocentrism amongst black Generation Y students in South Africa. African Journal of Business Management, 6(16), 5578-5586. Carpenter, J.M. & Brosdahl, D. J. (2011). Exploring retail format choice among US males. International Journal of Retail & Distribution Management, 39(12), 886-898.
Cooper, B. (2010). Establishing the store attributes that black consumers consider when buying casual wear, Unpublished Master’s Degree Dissertation. Potchefstroom. North West University. De Klerk, M.H. & Lubbe, S. (2008). Female consumer’s evaluation of apparel quality: Exploring the importance of aesthetics. Journal of Fashion Marketing &Management, 12(1), 36-50.
Dhurup, M. (2014). Impulsive fashion apparel consumption: the role of hedonism, fashion involvement and emotional gratification in fashion apparel impulsive buying behavior in a developing country, Mediterranean Journal of Social Sciences, 5(8), 168-177.
Diejomaoh, G.G. (2013). Buying Behavior of Consumer on Food and Nonfood from Retail Market (A Case on Nigeria Consumer). Doctoral dissertation. Universitas Roskildensis, Roskilde.
Du Plessis, P.J. & Rousseau, G.G. (2003). Buyer behavior: a multi-cultural approach (3rd Ed). Cape Town. Oxford University Press.
Du Preez, R. & Visser, E. M. (2003). Apparel shopping behavior- Part 2: Conceptual theoretical model, market segments, profiles and implications. SA journal of industrial psychology, 29(3), 15-20.
Faarup, P.K. (2010). The Marketing Framework: International marketing and sales. London: Academic. Fairchild Books Floor, K. (2006). Branding a store: How to build successful retail brands in a changing marketplace. London, Kogan Page Publishers.
Goodman, S., Lockshin, L. & Remau, H. (2010). Where to shop? The influence of store choice characteristics on retail market segmentation. Refereed paper – 5th International Academy of Wine Business Research Conference, 8â€10 Feb. 2010 Auckland (NZ).
Hasan, A. (2015). Key Drivers Influencing Shopping Behavior in Retail Stores. Journal of Inspiration Economy, 2(1), 7-33.
Hawkins, D.I., Mothersbaugh, D.L. & Best, R.J. (2007). Consumer behavior: building marketing strategy (10th Ed). New York. McGraw-Hill.
Hollywood, L.E., Armstrong, G. A. & Durkin, M.G. (2007). Using behavioral and motivational thinking in food segmentation. International Journal of Retail & Distribution Management, 35(9), 691-702.
Horvat, S. & Došen, D.O. (2013). Perceived Risk Influence on the Consumer Attitude to Private Labels in the Product’s Life Cycle Growth Stage. Economic and Business Review, 15(4), 267–91.
Hu, L. & Bentler, P.M. (1999). Cutoff criteria for fit indexes in covariance structure analysis: Conventional criteria versus alternatives. Structural Equation Modeling, 6(1), 1-55.
Jayasankaraprasad, C. (2010). Effect of situational factors on store format choice behavior in food and grocery retailing in India- multiple discriminant analysis. IBSU Scientific Journal, 4(2), 5-33. Karpova, E., Hodges N. N. & Tullar, W. (2007). Making sense of the market. An exploration of apparel consumption practices of the Russian consumer. Journal of Fashion Marketing & Management, 11(1), 106-121.
Kaul, S. (2007). Hedonism and culture: impact on shopping behavior a research agenda, The Journal for Decision Makers, 32(3), 81-89. Khaniwale, M. (2015). Consumer Buying Behavior. International Journal of Innovation and Scientific Research, 14(2), 278–286.
Kline, R.B. (1998). Principles and practice of structural equation modeling. New York: The Guildford Press.
Koloba, H. A. & May, C. (2014). Innovation and risk-taking propensity of Generation Y students in South Africa. Mediterranean Journal of Social Sciences, 5(21), 19-26.
Leszczyc, P., Peter, T.L., Sinha, A. & Timmermans, H.J.P. (2000). Customer store choice dynamics: An analysis of the competitive market structure for grocery stores. Journal of Retailing, 76(3), 323-346.
Liang, H., Lu, D. & Tu, C. (2006). The perceived risk and the consumer decision making process: A study on credit cards holders. Masters Dissertation. Kristianstad, Sweden: Kristianstad University. Mafini, C. & Dhurup, M. (2015). Drivers of Customer Loyalty in South African Retail Stores. Journal of Applied Business Research, 31(4), 1295-1310.
Makhitha, K.M. (2014). Factors influencing Generation Y students’ attitude towards online shopping, Mediterranean Journal of Social Sciences, 5(21), 39-50. Mandhlazi, L., Dhurup, M. & Mafini, C. (2014). Generation Y consumer shopping styles: evidence from South Africa. Mediterranean Journal of Social Sciences, 4(14), 153-164.
Martin, C. A. & Turley, L.W. (2004). Malls and consumption motivation: an exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution Management, 32(9), 464-474.
Mason, J.B., Mayer, M.L. & Ezell, H. F. (1991). Retailing. 4th ed. Boston: Irvin
Motale, M.D.B., Bevan-Dye, A. L. & De Klerk, N. (2014). African Generation Y male students’ fashion consciousness behavior. Mediterranean Journal of Social Sciences, 5(21), 121-128.
Mowen, J.C. (1995). Consumer behavior, 4th ed. Englewood Cliffs, N.J: Prentice-Hall
Muzondo, N. & Mutandwa, E. (2011). The Seven Ps of Marketing and Choice of Main Grocery Store in a hyper inflationary Economy. Contemporary Marketing Review, 1(9), 01 – 18.
Nasir, M.A. Wu, J., Yago, M. & LI, H. (2015). Influence of Psychographics and Risk Perception on Internet Banking Adoption: Current State of Affairs in Britain. International Journal of Economics and Financial Issues, 5(2), 461-468
Nunnally, J.C. & Bernstein, I.H. (1994). Psychometric Theory. (3rd Ed). New York. McGraw-Hill.
Peter, J.P. & Olson, J.C. (2005). Consumer behavior and marketing strategy. Saddle River, New Jersey: Prentice Hall.
Prasad, C.J. (2012). Effect of shopper attributes on retail format choice behavior for food and grocery retailing in India. International Journal of Retail & Distribution Management, 39(1), 68-86.
Prashar, A. (2013). Driver of store choice in an evolving market: An empirical study. International Journal of Advancements in Research and Technology, 2(8), 195-202.
Rikhotso, T.V. (2004). Personal Characteristics, Perception of Store Image Attributes and Store Choice of Black Female Clothing Shoppers. Magister dissertation in Consumer Sciences (Clothing). Potchefstroom. North West University.
Schiffman, L. G. & Kanuk, L.L. (2007). Consumer behavior. (9th Ed). Upper Saddle River. Prentice Hall.
Schreiber, J.B., Nora, A., Stage, F.K., Barlow, E.A. & King, J. (2010). Reporting structural equation modeling and confirmatory factor analysis results: a review. The Journal of Educational Research, 99(6), 323-338.
Sinha, P.K., Banerjee, A. & Uniyal, D. P. (2002). Deciding where to buy: Store choice behavior of Indian shoppers. Vikalpa, 27(2), 13-28.
Sinha, P. K. & Banerjee, A. (2004). Store choice behaviour in an evolving market. International Journal of Retail & Distribution Management, 32(10), 482-494.
Statistics South Africa. (2014). Mid-year population estimates: Statistical release p302. http://beta2.statssa.gov.za/publications/P0302/P03022014.pdf Date of access: 10 Apr. 2015.
Tabachnick, B.G. & Fidell, L. S. (2007). Using Multivariate Statistics (5th Ed.). New York. Allyn and Bacon.
Ueltschy L.C., Krampf, R.F. & Yannopoulos, P. (2004). A Cross National Study of Perceived Consumer Risk towards Online (internet) Purchasing. The multinational Business Review, 12(2), 59-82.
Weib, S. (2015). Determinants of Private Label Attitude: Predicting Consumers’ Brand Preferences Using Psychographics. Austria. Springer. Williams, K.C. & Page, R. A. (2011). Marketing to the generations. Journal of Behavioral Studies in Business, 3, 1-17.
Xue, D.F. (2015). Analyze the relation between perceived risk and customer involvement: Based on the Bank financial products. International Journal of Economics, Commerce and Management, 3(2), 1-7.
Yoshida, M. & James, J.D. (2010). Customer satisfaction with game and service experiences: Antecedents and Consequences. Journal of Sport Management, 24, 338-361.
Zhang, L., Tan, W., Xu, Y. & Tan, G. (2012). Dimensions of consumers’ perceived risk and their influences on online consumers’ purchasing behavior. Journal of Communications in Information Science and Engineering, 2(7), 8-14.
Zinyemba, A.Z. & Manase, I. (2015). Effects of advertising on consumer behavior in low-density houses: the case of Marlborough, Zimbabwe. International Journal of Business, Economics and management, 2(4), 91-99.
Zulqarnain, H., Zafar, A.U. & Shahzad, M. (2015). Factors that affect the choice of Consumers in selecting Retail Store, for Grocery Shopping. International Journal of Multidisciplinary and Current Research, 3(1), 1167-1172.
Published
2017-03-12
How to Cite
Mokoena, B. A., & Maziriri, E. T. (2017). A Regression Analysis of Generation Y Female Students’ Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice. Journal of Economics and Behavioral Studies, 9(1(J), 157-165. https://doi.org/10.22610/jebs.v9i1(J).1567
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Research Paper
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