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Shopping styles of young generations

Author

Listed:
  • Dana Vokounová

    (Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic)

  • Janka Táborecká-Petrovičová

    (University of Economics in Bratislava, Bratislava, Slovak Republic)

Abstract

Aim of this study was to verify the modified CSI instrument and to identify dominant shopping style of young people. Construct validity and reliability was assessed by using factor analysis with varimax rotation and Cronbach´s alpha coefficients. Analysis results indicate that the tested instrument is not fully applicable to young Slovak people, as only 26 out of 44 items loaded onto seven factors, exhibited acceptable validity and reliability. Based on the average scores and results of the t-test we can conclude that there are three dominant shopping styles typical for young people: Quality conscious, Impulse driven and Price conscious. Therefore, high quality products, incentives in the stores and low price are important driving shopping forces for young people. Surprisingly, it was found that novelty-fashion is not a priority for young-adult consumers. Men have one dominant shopping style Quality conscious and they are not at all hedonistic shoppers. Three shopping styles are typical for women: Price conscious, Impulse driven and Quality conscious.

Suggested Citation

  • Dana Vokounová & Janka Táborecká-Petrovičová, 2019. "Shopping styles of young generations," Marketing Science & Inspirations, Comenius University in Bratislava, Faculty of Management, vol. 14(1), pages 34-41.
    • Handle: RePEc:cub:journm:v:14:y:2019:i:1:p:34-41
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    More about this item

    Keywords

    shopping decision making; shopping style; young generation; scale; factor analysis; consistency;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D90 - Microeconomics - - Micro-Based Behavioral Economics - - - General

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