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A Regression Analysis of Generation Y Female Students' Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice

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  • Bakae Aubrey Mokoena
  • Eugine Tafadzwa Maziriri

Abstract

In the present post-modern era, Generation Y female students are faced with a discerning process of selecting the optimum apparel retail store to be loyal to and from which to buy clothing products. Therefore, the active store choice decision is conceptualized as the difficulty of determining someplace and when and where to shop. The main objective of the study was to examine the relationship between social risk, buying behavior and store choice within the apparel retail industry. The study is positioned within a post-positivism quantitative paradigm and adopts a cross-sectional survey approach collecting data from 400 conveniently selected university students. Scale purification was done through pre-testing and pilot testing. Through multiple regression analysis, the results show that social risk and buying behavior significantly influences retail store choice in an apparel retail setting. The findings indicated that there is a positive and significant association between perceived social risk, buying behavior and retail store choice. Based on the outcomes of the study, recommendations were suggested to retail managers to develop retailing strategies that charm the female Generation Y consumers. In addition, limitations and future research directions are referred to.

Suggested Citation

  • Bakae Aubrey Mokoena & Eugine Tafadzwa Maziriri, 2017. "A Regression Analysis of Generation Y Female Students' Perceptions on Social Risk, Buying Behaviour and Apparel Store Choice," Journal of Economics and Behavioral Studies, AMH International, vol. 9(1), pages 157-165.
    • Handle: RePEc:rnd:arjebs:v:9:y:2017:i:1:p:157-165
    DOI: 10.22610/jebs.v9i1(J).1567
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    References listed on IDEAS

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    1. Alice Z Zinyemba & Irvine Manase, 2015. "Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe," International Journal of Business, Economics and Management, Conscientia Beam, vol. 2(4), pages 91-99.
    2. Muhammad Ali Nasir & Junjie Wu & Milton Yago & Haohong Li, 2015. "Influence of Psychographics and Risk Perception on Internet Banking Adoption: Current State of Affairs in Britain," International Journal of Economics and Financial Issues, Econjournals, vol. 5(2), pages 461-468.
    3. Cherukuri Jayasankaraprasad, 2010. "Effect of Situational Factors on Store Format Choice Behaviour in Food and Grocery Retailing in India - A Multiple Discriminant Analysis," IBSU Scientific Journal, International Black Sea University, vol. 4(2), pages 5-33.
    4. Alice Z Zinyemba & Irvine Manase, 2015. "Effects of Advertising on Consumer Behavior in Low Density Houses: The Case of Marlborough, Zimbabwe," International Journal of Business, Economics and Management, Conscientia Beam, vol. 2(4), pages 91-99.
    5. Kaul Subhashini, 2006. "Hedonism and Culture: Impact on Shopper Behaviour," IIMA Working Papers WP2006-10-04, Indian Institute of Management Ahmedabad, Research and Publication Department.
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    Cited by:

    1. Chang, Tsung-Sheng, 2021. "Social distancing in retail: Influence of perceived retail crowding and self-efficacy on employees’ perceived risks," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).

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