TY  - JOUR
AB  - 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.
VL  - 31
IS  - 2
SN  - 0959-0552
DO  - 10.1108/09590550310461994
UR  - https://doi.org/10.1108/09590550310461994
AU  - Bakewell Cathy
AU  - Mitchell Vincent‐Wayne
PY  - 2003
Y1  - 2003/01/01
TI  - Generation Y female consumer decision‐making styles
T2  - International Journal of Retail & Distribution Management
PB  - MCB UP Ltd
SP  - 95
EP  - 106
Y2  - 2024/04/25
ER  -