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Generation Y female consumer decision‐making styles

Cathy Bakewell (Cathy Bakewell is a Lecturer in Marketing at Manchester Metropolitan University, Manchester, UK.)
Vincent‐Wayne Mitchell (Vincent‐Wayne Mitchell is Professor of Marketing at Manchester School of Management, UMIST, Manchester, UK.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 February 2003

35863

Abstract

Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision‐making groups, namely: “recreational quality seekers”, “recreational discount seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money conserving”. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.

Keywords

Citation

Bakewell, C. and Mitchell, V. (2003), "Generation Y female consumer decision‐making styles", International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 95-106. https://doi.org/10.1108/09590550310461994

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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