Black Generation Y consumers’ motivations when purchasing apparel online : a gender perspective
- Authors: Banda, Tatenda
- Date: 2021
- Subjects: Electronic commerce - Technological innovations , Internet marketing - Social aspects , Consumer behavior - South Africa - Gauteng , Generation Y
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/485072 , uj:44078
- Description: 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)
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- Authors: Banda, Tatenda
- Date: 2021
- Subjects: Electronic commerce - Technological innovations , Internet marketing - Social aspects , Consumer behavior - South Africa - Gauteng , Generation Y
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/485072 , uj:44078
- Description: 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)
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Generation Y behavioural intention when purchasing male apparel : the influence of mobile application usage
- Authors: Correia, Miguel
- Date: 2020
- Subjects: Men's clothing - Marketing , Electronic commerce - Technological innovations , Mobile commerce - Technological innovations , Consumer behavior - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/474591 , uj:42783
- Description: Abstract: The growth of online shopping has been a global trend throughout the apparel industry. With two prominent forms of online shopping being undertaken, mainly; e-commerce (through desktop computer or laptops), and m-commerce (either through mobile web browsers or mobile apps). The individuals within South Africa (and globally) who use mobile apps the most have been identified as the more youthful segment of Generation Y (aged from 19 to 39 years). Coupled with this, male Generation Y was identified as the more frequent user of technology, and more specifically mobile apps in comparison to their female counterparts. While the menwears industry had begun to feature more prominently within the fashion space because of the keen interest and expenditure on menswear items coming from Generation Y males... , M.Com. (Marketing Management)
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- Authors: Correia, Miguel
- Date: 2020
- Subjects: Men's clothing - Marketing , Electronic commerce - Technological innovations , Mobile commerce - Technological innovations , Consumer behavior - South Africa
- Language: English
- Type: Masters (Thesis)
- Identifier: http://hdl.handle.net/10210/474591 , uj:42783
- Description: Abstract: The growth of online shopping has been a global trend throughout the apparel industry. With two prominent forms of online shopping being undertaken, mainly; e-commerce (through desktop computer or laptops), and m-commerce (either through mobile web browsers or mobile apps). The individuals within South Africa (and globally) who use mobile apps the most have been identified as the more youthful segment of Generation Y (aged from 19 to 39 years). Coupled with this, male Generation Y was identified as the more frequent user of technology, and more specifically mobile apps in comparison to their female counterparts. While the menwears industry had begun to feature more prominently within the fashion space because of the keen interest and expenditure on menswear items coming from Generation Y males... , M.Com. (Marketing Management)
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