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Factors influencing Generation Y consumers’ intention to purchase sneakers

Author

Listed:
  • Chantae Fritz

    (School of Management Sciences, North-West University, Vanderbijlpark, South Africa.)

  • Heleneze Lues

    (School of Management Sciences, North-West University, Vanderbijlpark, South Africa.)

  • Marko van Deventer

    (School of Management Sciences, North-West University, Vanderbijlpark, South Africa.)

  • Rita Klonaridis

    (School of Management Sciences, North-West University, Vanderbijlpark, South Africa.)

Abstract

The fashion sector stands as one of the leading contributors to both the global economy and South Africa. In South Africa, the footwear segment alone commands a value exceeding R50 billion and continues to see steady expansion. Particularly notable is the surge in sales within the South African sneaker market, outpacing other footwear categories. This trend has prompted numerous brands to enter the fray, presenting consumers with abundant choices but also fostering intense competition among sneaker manufacturers. To stay competitive, these manufacturers consistently innovate by developing enhanced sneaker models and integrating cutting-edge technologies into their production processes. The study aimed to identify the determinants influencing the purchasing intentions of Generation Y consumers regarding sneakers. A survey, administered via self-report questionnaires, gathered data from a convenience sample of 400 Generation Y consumers aged 18 to 24. These individuals were selected from two public Higher Education Institutions located in Gauteng, South Africa. Data analysis encompassed various methods including reliability and construct validity assessment, factor analysis, descriptive statistics, correlation analysis, collinearity diagnostics, regression analysis, and independent samples t-tests. Findings reveal that brand image, the desire for uniqueness, and product features significantly and positively impact the purchasing intentions of Generation Y consumers concerning sneakers. Conversely, the study indicates that price exerts an insignificant influence on the purchasing intentions of Generation Y consumers regarding sneakers. In addition, the findings suggest that males tend to place greater importance on brand image when making sneaker purchases compared to their female counterparts. These findings highlight the importance of understanding the nuanced preferences and behaviors of Generation Y consumers in the sneaker market and adapting business strategies accordingly to capitalize on opportunities for growth and differentiation. Key Words:Consumer behavior, fashion, footwear, sneakers, purchase intention

Suggested Citation

  • Chantae Fritz & Heleneze Lues & Marko van Deventer & Rita Klonaridis, 2024. "Factors influencing Generation Y consumers’ intention to purchase sneakers," International Journal of Research in Business and Social Science (2147-4478), Center for the Strategic Studies in Business and Finance, vol. 13(3), pages 1-26–35, April.
    • Handle: RePEc:rbs:ijbrss:v:13:y:2024:i:3:p:26-35
    DOI: 10.20525/ijrbs.v13i3.3261
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    References listed on IDEAS

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    1. Ya-Hui Wang & Cing-Fen Tsai, 2014. "The Relationship Between Brand Image and Purchase Intention: Evidence from Award Winning Mutual Funds," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 8(2), pages 27-40.
    2. Tian, Kelly Tepper & Bearden, William O & Hunter, Gary L, 2001. "Consumer's Need for Uniqueness: Scale Development and Validation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(1), pages 50-66, June.
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