faculteit: "FEB" en publicatiejaar: "2012"
| Auteur||S.J. Meintel|
|Titel||How to approach the new consumer generation in fashion and electronic in retailing|
|Begeleiders||F. Quix, J.H.J.P. Tettero|
|Faculteit||Faculteit Economie en Bedrijfskunde|
|Opleiding||FEB BSc Economie en Bedrijfskunde|
|Samenvatting||master thesis provides insights in the shopping behavior of early born Gen Y consumers (first wave Gen Y consumers) and late born Gen Y consumers (last wave Gen Y consumers) in The Netherlands. Furthermore the study points out crucial differences between Dutch first wave and last wave Gen Y consumers on the one hand and the previous age cohort, called Dutch Gen X consumers on the other hand. Finally, the paper provides practical advice for retailers of how to approach the different age cohorts in the different stages of the decision-making process. Based on extensive literature review and previous research on consumer personality traits a theoretical research model, called the Personality Based Customer Journey is developed. On basis of this model not only the channel usage and preferences (external decision making characteristics), but also the personality based decision-making behavior (internal decision making characteristics) in the different stages of the decision-making process is assessed for the three age cohorts, respectively. Altogether, six different dimensions of decision-making, namely the “Information Character” and the “Information Channel Usage and Preferences” in the information search stage, the “Evaluation and Decision Character” in the evaluation and decision stage, the “Transaction Channel Usage and Preferences” in the transaction stage, and the “Feedback Character” and the “Feedback Channel Usage” in the feedback stage are assessed for purchases made in the product categories electronics and clothing for each of the age cohorts. In addition to this, the role of Gen X parents in the purchase-decision making of their Gen Y children in the product categories electronics and clothing is examined. Hypotheses referring to the six dimensions of decision making on the one hand, and to the role of Gen X parents in the decision-making of Gen Y consumers on the other, are formulated and tested by means of qualitative orientation interviews and test surveys by means of a quantitative large-scale, multi-level online survey. The survey results are analyzed by employing comprehensive statistical tests.
First of all the study reveals that Dutch Gen Y consumers cannot be viewed as one age cohort, as Dutch first wave and last wave Gen Y consumers differ regarding all dimensions of the decision-making process. Furthermore the findings clearly show that both, Dutch first wave and last wave Gen Y consumers differ from Dutch Gen X consumers. Thereby the decision-making behavior and the channel usage and preferences generally depend on the product category in which the purchase is done, respectively. Correspondingly the study indicates that consumers need to be approached differently, depending on the age cohort they belong to and on the product category in which the purchase is made.
However, the study also points up that the decision making behavior of Dutch first wave and last wave Gen Y consumers cannot be fully compared to the one of US or UK Gen Y consumers and also not to the general communication behavior assessed by .Boschma and Groen (2010). With regard to channel usage and preferences in the decision-making process the study shows that, neither Dutch first wave nor Dutch last wave Gen Y consumers are as strongly focused on online and social media channels as determined for US and UK Gen Y consumers in previous research. In distinction to the UK and the US the strong focus of Gen Y consumers on online channels and social media in the information-, transaction-, and feedback stage can therefore not be raised as main criteria for differentiating Dutch Gen Y consumers from Dutch Gen X consumers.|
|Soort document|| scriptie master|
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