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Silent Generationâ´S Behaivor Regarding Fashion Comportamiento Que Presenta La Generacion Silenciosa Respecto A La Moda

Author

Listed:
  • Juana Maria Saucedo Soto
  • Alicia Hernandez Bonilla
  • Bernardo Amezcua Nunez
  • Alicia de la Pena de Leon
  • Rebeca Valeria Avila Rocha

Abstract

Fashion is part of the cultural aspect of every country. Regardless age or generation, there are some consuming practices to acquire goods. Those goods are not only considered a need but also a social comfort. A generation is, according to Kotler & Armstrong (2011), a group of people that has a similar age and lived in the same period of time. The objective of this research is to analyze consumer behavior towards fashion for a generation. This research was made with a descriptive and exploratory character. The sample for this study is 200 people. An instrument of 46 items was validated and the result is Alfa Crombach of 0.945. Related results show a significant difference in age ranges. Subjects from 70 to 75 years old are more attracted to fashion and being in style. In general, they are conservative people with traditional customs and taste

Suggested Citation

  • Juana Maria Saucedo Soto & Alicia Hernandez Bonilla & Bernardo Amezcua Nunez & Alicia de la Pena de Leon & Rebeca Valeria Avila Rocha, 2017. "Silent Generationâ´S Behaivor Regarding Fashion Comportamiento Que Presenta La Generacion Silenciosa Respecto A La Moda," Revista Internacional Administracion & Finanzas, The Institute for Business and Finance Research, vol. 10(5), pages 95-103.
    • Handle: RePEc:ibf:riafin:v:10:y:2017:i:5:p:95-103
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    More about this item

    Keywords

    Silent Generation S; Brand; Fashion; Shopping Habits;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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