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Impulse Buying Behaviour of Generation Y in Fashion Retail

Author

Listed:
  • Nasreen Khan
  • Lai Hui Hui
  • Tan Booi Chen
  • Hong Yong Hoe

Abstract

Since the past two decades, Generation Y consumers have become global marketers’ interest due to their spending power and high likely to engage in impulse buying behaviour. Very little research investigates the impulse buying behaviour of Generation Y and existing research do not look into the possible factors of impulse buying behaviour as an integrative approach. The main objective of the research is to integrate all the possible factors with its dimensions and examine its simultaneous relationship with impulse buying behaviour. A survey questionnaire was administered to convenient sample of 250 Generation Y consumers of fashion apparel. The results show that demographic factor (gender) has the strongest impact on impulse buying behaviour, followed by situational and personal factors. Interesting finding is that demographic factor (income); situational factor (social influence) and personal factor (extraversion) do not stimulate impulse buying behaviour of Generation Y. These findings may enable global marketers to develop an effective market segmentation strategy.

Suggested Citation

  • Nasreen Khan & Lai Hui Hui & Tan Booi Chen & Hong Yong Hoe, 2015. "Impulse Buying Behaviour of Generation Y in Fashion Retail," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(1), pages 144-144, December.
    • Handle: RePEc:ibn:ijbmjn:v:11:y:2015:i:1:p:144
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    References listed on IDEAS

    as
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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