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Generation Y female consumer decision-making styles

Bakewell, Cathy and Mitchell, Vincent-Wayne (2003) Generation Y female consumer decision-making styles. International journal of retail & distribution management, 31 (2). pp. 95-106. ISSN 0959-0552

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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.

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