Key drivers that influence store choice in the contemporary Gauteng apparel retail market

dc.contributor.authorMaziriri, E.T.
dc.contributor.authorChuchu, Tinashe
dc.contributor.authorMadinga, N.W.
dc.contributor.emailtinashe.chuchu@up.ac.zaen_ZA
dc.date.accessioned2019-10-16T04:55:38Z
dc.date.available2019-10-16T04:55:38Z
dc.date.issued2019
dc.description.abstractThe purpose of this article is to explore apparel store choice behaviour of female Generation Y student shoppers and analyse factors that influence their choice of apparel store. Generation Y female consumers have been identified as an important segment, particularly for apparel. A total of 370 Generation Y female students provided usable responses to the survey. Structural Equation Modelling (SEM) was used to examine the research aim. The results revealed that store atmosphere, sales personnel and availability of merchandise influence apparel store choice. The study has practical implications for apparel retailers targeting female consumers and suggests how they can improve store atmosphere to enhance the shopping experience, ensure that sales personnel are friendly, supportive and knowledgeable, and ensure the right merchandise is available to avoid customer switching and negative word-of-mouth. The results of this study, while not generalisable, offer important insights for apparel stores and apparel marketers targeting female Generation Y consumers.en_ZA
dc.description.departmentMarketing Managementen_ZA
dc.description.librarianhj2019en_ZA
dc.description.urihttp://www.journals.co.za/content/journal/jcmanen_ZA
dc.identifier.citationMaziriri, E.T., Chuchu, T. & Madinga, W. 2019, 'Key drivers that influence store choice in the contemporary Gauteng apparel retail market', Journal of Contemporary Management, vol. 16, no. 2, pp. 201-233.en_ZA
dc.identifier.issn1815-7440
dc.identifier.other10.35683/jcm19-039.33
dc.identifier.urihttp://hdl.handle.net/2263/71850
dc.language.isoenen_ZA
dc.publisherProf. Ansie Lessingen_ZA
dc.rights© Prof. Ansie Lessingen_ZA
dc.subjectApparel storesen_ZA
dc.subjectStudent shoppersen_ZA
dc.subjectGeneration Yen_ZA
dc.subjectChoice behaviouren_ZA
dc.subjectFemale studentsen_ZA
dc.subjectStructural equation modelling (SEM)en_ZA
dc.subjectApparel marketersen_ZA
dc.titleKey drivers that influence store choice in the contemporary Gauteng apparel retail marketen_ZA
dc.typeArticleen_ZA

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