Navigating on the antecedents that influence store patronage, apparel purchase decision and store attachment among the Generation Y cohort

Abstract

This study sought to determine the influence of store reputation, social influence, store atmospherics and store convenience on store patronage and apparel purchase decision on store attachment among the Generation Y female cohort in Johannesburg, South Africa. The aim of the study is to identify which independent variable is the most effective at influencing store patronage behaviour and apparel purchase decision and whether this, in turn, will lead to store attachment. This has been undertaken through a quantitative analysis of participants’ responses. Additionally, the premise of this study is that Generation Y whom are obsessed with fashion have a significant purchasing power, yet studies on store attachment on young South African females remain limited. Upon examination of the questionnaire results, it was found that most of the latent variables have a positive relationship with each other. However, store patronage behaviour emerged as having the strongest relationship with apparel purchase decision, suggesting that female Generation Y consumers strongly consider which store they purchase their apparel from. In conducting this study, the results highlight the importance of continued research in the field of store patronage and store attachment as a means of reaching a lucrative segment such as Generation Y female South Africans.