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Consumer behavior of generational cohorts for compression sportswear

Monika Rahulan (School of Fashion and Textiles, RMIT University, Melbourne, Australia)
Olga Troynikov (School of Fashion and Textiles, RMIT University, Melbourne, Australia)
Chris Watson (School of Fashion and Textiles, RMIT University, Melbourne, Australia)
Marius Janta (Department of Sports Equipment and Materials, Technische Universität Munchen, Munchen, Germany)
Veit Senner (Department of Sports Equipment and Materials, Technische Universität Munchen, Munchen, Germany)

Journal of Fashion Marketing and Management

ISSN: 1361-2026

Publication date: 9 March 2015

Abstract

Purpose

The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y.

Design/methodology/approach

Two methods were used for data collection: a simulation study with 17 Baby Boomers and 23 Generation Y subjects using eye-tracking technology; and a questionnaire from a sample of 82 Baby Boomers and 84 Generation Y consumers.

Findings

Generation Y are more inquisitive and focus greatly on technical information. Baby Boomers are more confident with their choices, taking a shorter time to reach a purchase decision; they are more concerned with aspects that protect the wearer.

Research limitations/implications

Limited demographic information was collected from participants in the simulation study, further research is required in this area.

Practical implications

This study provides important insights into the purchase decision behavior of Baby Boomers and Generation Y for compression sportswear. By providing better understanding of some of the key drivers for purchase decisions it enables marketers to develop more effective marketing plans to engage with these important consumer groups.

Social implications

The focus and findings of this study provide further understanding of the motivations of two significant consumer cohorts. This study provides further momentum to the body of cohort research already available.

Originality/value

This study addresses a gap in literature with reference to the comparison of consumer behavior of generational cohorts when purchasing compression sportswear. Findings can be applied in other areas of sportswear and to other countries.

Keywords

Citation

Rahulan, M., Troynikov, O., Watson, C., Janta, M. and Senner, V. (2015), "Consumer behavior of generational cohorts for compression sportswear", Journal of Fashion Marketing and Management, Vol. 19 No. 1, pp. 87-104. https://doi.org/10.1108/JFMM-05-2013-0072

Publisher

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Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited