Abstract
The South African apparel industry has grown rapidly with the total market value exceeding R180bn (Businesswire, 2019). Leading retailers across various channels within South Africa’s retailing market are adopting multichannel approaches in an effort to supplement their retail stores (Deloitte, 2015:5). The growing number of internet retailers focused on diverse, fast-moving consumer goods indicates the growing significance of this channel (Flanders, 2016:6), specifically amongst the Generation Y generational cohort, between 19-36 years of age (Broize, 2015:4). In addition, gender is a predominant variable in marketing segmentation, and numerous studies frequently indicate the diverse responses from males and females in making use of the internet for online shopping (Chan, Cheung, Shi & Lee, 2015:187). Hence the purpose of this study was to explore the gender differences in black Generation Y consumers’ online shopping motivations as well as in their perceived risk of buying apparel online...
M.Com. (Marketing Management)