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The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits

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  • Laura Nistor

    (Sapientia Hungarian University of Transylvania, Cluj-Napoca)

Abstract

The article presents the result of a focus-group based qualitative study which was conducted among students from Cluj-Napoca, Romania, regarding their preferred places for clothing shopping. The analysis of the focus-group narratives revealed that students prefer to shop their clothes both from online sites and offline settings. The latter correspond not only to malls, but also for second-hand and outlet shops from where students can acquire their outfits at lower prices and can buy more items than from the more pricey malls.Thus, second hands can be associated with consumerism rather than with frugal consumption. Each of the three locations, i.e. online shops, malls and second-hands/outlets serve not only as places for effective shopping, but also as places where students are doing amateur market research, either in the form of webrooming (i.e. browsing the websites) or in the form of showrooming (i.e. looking out in malls or second hands). Both of these activities are forms of entertainment and information acquisitions regarding the trends, prices, sales, etc. The results reveal the case of omni-channel consumers who mix between different sites of shopping.

Suggested Citation

  • Laura Nistor, 2019. "The Case of Omni-Channel Consumers. A Qualitative Study regarding Students’ Clothing Consumption Habits," Postmodern Openings, Editura Lumen, Department of Economics, vol. 10(3), pages 44-71, September.
    • Handle: RePEc:lum:rev3rl:v:10:y:2019:i:3:p:44-71
    DOI: https://doi.org/10.18662/po/81
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    References listed on IDEAS

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    1. Dominique Roux & Michaël Korchia, 2006. "Am I What I Wear? An Exploratory Study of Symbolic Meanings Associated with Secondhand Clothing," Post-Print hal-02022232, HAL.
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    4. Rahman, Osmud & Kwong-Kay Wong, Ken & Yu, Hong, 2016. "The effects of mall personality and fashion orientation on shopping value and mall patronage intension," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 155-164.
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    6. Pantano, Eleonora & Rese, Alexandra & Baier, Daniel, 2017. "Enhancing the online decision-making process by using augmented reality: A two country comparison of youth markets," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 81-95.
    7. Gilboa, Shaked, 2009. "A segmentation study of Israeli mall customers," Journal of Retailing and Consumer Services, Elsevier, vol. 16(2), pages 135-144.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    millennials; clothing consumption; focus-group; online shops; mall; second-hand;
    All these keywords.

    JEL classification:

    • A23 - General Economics and Teaching - - Economic Education and Teaching of Economics - - - Graduate

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