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Shopping behavior and the involvement construct

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Purpose ‐ The purpose of this paper is to determine whether the degree of involvement with shopping for clothing affects the frequency with which GenY consumers seek the opinions of others when making clothing purchases for themselves; the non-personal sources that influence the frequency of clothing purchase; and certain shopping behaviors. Design/methodology/approach ‐ Written questionnaires were completed by students at a university in the southwestern region of the USA. Findings ‐ Most of the participants were determined to be high involvement shoppers who sought opinions of female friends and co-workers, used most of the non-personal idea sources, shopped more often, spent more money, and were more comfortable shopping for clothing. Research limitations/implications ‐ While the participants are representative of the GenY characteristics and a valid sample for this project, the use of a convenience sample may limit the generalizability of the results. Practical implications ‐ Generation Y consumers who are more involved with shopping for clothing tend to consult a variety of resources prior to purchase, particularly other females and marketing delivered via various media. Retailers and clothing manufacturers should take advantage of visual merchandising opportunities and social networking avenues as well as traditional advertising and promotion outlets. Originality/value ‐ The research further refines the involvement construct with a group of consumers who are very involved with shopping for clothing. The opinions of other females, magazines, catalogs, television advertisements and programs, music videos, internet advertisements, and celebrities are important in the product selection process.

Keywords: Behaviour; Decision making; Shopping

Document Type: Research Article


Publication date: 2010-09-20

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