Shopping Orientations and Retail Format Choice among Generation Y Apparel Shoppers

Bopeng Zhang, Jason M. Carpenter, Deborah J.C. Brosdahl


Generation Y (Gen Y) shoppers are recognized as an important and distinctive market segment and demonstrate differences in shopping styles when compared to previous generational cohorts (Bakewell and Mitchell, 2003; Carpenter and Moore, 2005; Seock and Bailey, 2008; Pentecost and Andrews, 2010), yet there is a lack of extant patronage research specific to the cohort. While initial steps to understand Gen Y shoppers have been taken, few extant studies empirically link shopping orientations to specific patronage behaviors among this sizeable and important market segment. This study explores shopping orientations and retail format choice among a sample of Gen Y apparel shoppers in the U.S. (N = 215). The research examines the effects of shopping orientations (shopping enjoyment, price consciousness, shopping confidence, convenience/time consciousness, fashion/brand consciousness, in-home shopping tendency, brand/store loyalty) on retail format choice within seven distinct retail formats (upscale department stores, traditional department stores, value department stores, specialty stores, fast fashion stores, discounters, off-price stores, outlet stores). The findings provide guidance to both academics and retailers with regard to approaching and attracting Gen Y shoppers.

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