Apparel Retail Shopping Preferences of Generation X and Generation Y

Apparel Retail Shopping Preferences of Generation X and Generation Y
Andrew Beattie, Brian Evans, Cameron Lewis, Skip Spoerke
April 29, 2016
MKT 337-08199 Marketing Research
Course Professor: Eklou Amendah, PhD

Table of Contents
1. Introduction..................................................................................................................... 1
2. Literature Review and Hypotheses................................................................................. 2
2.1. Ease of Use .............................................................................................................. 2
2.2. Convenience............................................................................................................. 3
2.3. Experience................................................................................................................ 5
2.4. Promotion................................................................................................................. 7
2.5. Brick-and-Mortar..................................................................................................... 8
2.6. Online Retailers ....................................................................................................... 9
2.7. Satisfaction............................................................................................................. 11
3. Methodology................................................................................................................. 12
4. Data Collection ............................................................................................................. 14
4.1. Generation X Demographics.................................................................................. 17
Generation Y Demographics......................................................................................... 20
5. Data Analysis................................................................................................................ 21
6. Discussion..................................................................................................................... 23
7. Conclusion .................................................................................................................... 24
References......................................................................................................................... 26

1
1. Introduction
Online shopping allowed small companies to compete with large corporations in the
retail industry by providing an opportunity to connect consumers with products globally while
significantly reducing limitations of inventory storage. The rapid advancement of technology in
recent years further provided consumers with improvements to the convenience and security of
online shopping, such as smartphones, tablets, autofill and encrypted storage software, and
Secure Sockets Layer security. Despite the technological advancements of online shopping,
consumers continue to shop at brick-and-mortar retail stores.
The purpose of this study is to determine whether Generation X and Generation Y prefer
to shop for apparel online or at brick-and-mortar stores, to determine which channel is likely to
experience the greatest performance decline within the next five years. Specifically, this research
examines Generation X and Generation Y consumer preferences and satisfaction regarding ease
of use, convenience, experience, promotion, and consumer satisfaction of purchasing apparel
from online retailers versus brick-and-mortar retailers.
Benefitting from this research are online retailers, brick-and-mortar retailers, consumers,
clothing manufacturers, distribution companies, list service firms, advertising and marketing
agencies, and institutions of education. The benefits include data-supported knowledge of the
Generation X and Generation Y consumer preferences for purchasing clothing through online
retailers versus brick-and-mortar retailers; an improved understanding of which retail channel is
likely to experience the greatest performance decline within the next five years; comparison

2
between Generation X and Generation Y shopping preferences; and decision-making
information about marketing clothing to Generation X and Generation Y.
Generation X research respondents represent digital immigrants—people who were born
before the popularization of digital technology, such as mobile devices and personal computers.
Generation Y research respondents represent digital natives—people who were born after the
popularization of digital technology.
2. Literature Review and Hypotheses
2.1. Ease of Use
According to Bagozzi and Davis (et al., 1992; et al., 1989), ease of use is designed to
explain perceived usefulness and usage intentions regarding social influence and cognitive
processes. The research team analyzed ease of use for Generations X and Y to establish a
difference in ease of use perceptions between online and brick-and-mortar shopping experiences
across generations.
To measure ease of use for generations X and Y consumers in two shopping settings,
participants were asked to respond to the following statements on a scale of one to five, with one
being strongly disagree and five being strongly agree.

3
• It is easiest to find clothing/apparel while shopping online.
• It is easiest to find clothing/apparel while shopping in a store.
• I feel overwhelmed navigating clothing/apparel online stores.
• I feel overwhelmed navigating retail clothing/apparel stores.
The objectives for requesting responses for ease of use include determining which
shopping experience is perceived as easiest and which shopping experience is most often paired
with overwhelming sensations. Perception of the easiest and least overwhelming shopping
experience is likely to lead consumers away from the other experience. If the easiest shopping
experience is also overwhelming to navigate, neither online nor in-store apparel shopping prove
to be positive experiences for consumers.
Hypothesis 1: Ease of use has a positive relationship with consumer satisfaction. The
easiest and least overwhelming shopping experience will result in greater consumer satisfaction.
2.2. Convenience
Lew Brown’s article, “Convenience in Services Marketing” (2016), defines convenience
as a multidimensional construct. There are six classes of convenience—time utilization,
accessibility, portability, appropriateness, handiness, and the avoidance of a bad experience.
Brown’s article also discussed dimensions of convenience, which are time, place,
acquisition, and use. Time describes how the process will help consumers save time, including
expected hours of availability. Place involves the store location in proximity to consumers.

4
Acquisition explains simplifying the buying process financially and conveniently. Use describes
the ease of use, which promotes experiential satisfaction for consumers.
The research team analyzed convenience for Generations X and Y to establish a
difference in perceptions of time-consumption and efficiency between online and brick-and-
mortar shopping experiences across generations.
To measure convenience for generations X and Y consumers in two shopping settings,
• I find it easier and more efficient to shop for clothing/apparel online.
• I find it more efficient and easy to shop in-store.
• I find it less time-consuming to shop for clothing/apparel in stores.
• I find it less time-consuming to shop for clothing/apparel online.
The objectives for requesting responses for convenience include determining which
shopping experience is perceived as most efficient and least time-consuming. Perception of the
most efficient and least time-consuming shopping experience is likely to lead consumers away
from the other experience. If the most efficient shopping experience is also the most time-
consuming, neither online nor in-store apparel shopping will prove to be positive experiences for
consumers.

5
Hypothesis 2: Convenience has a positive relationship with satisfaction. The more
convenient a particular shopping experience is to the consumer, the more satisfied that consumer
will be.
2.3. Experience
Experience describes a personal instance of encountering or personally undergoing
something (Mordecai, 2014, “What's the "Meaning" in Your Market Research?”).
In marketing, experience refers to the totality of the cognitions given by perception of
understanding, observance, and remembrance. Apparel shopping might allow Generation X and
Generation Y consumers to continue the experience based on satisfaction once the task has
ended.
Customer service is an important factor when analyzing consumer shopping experiences.
Although personalized customer service is more relevant and sought after in brick-and-mortar
apparel stores, consumers have similar expectations for online apparel retailers.
The research team analyzed convenience for Generations X and Y to establish a
difference in perceptions of customer service between online and brick-and-mortar shopping
experiences across generations.

6
To measure customer service for generations X and Y consumers in two shopping
settings, participants were asked to respond to the following statements on a scale of one to five,
with one being strongly disagree and five being strongly agree.
• I find online customer service to be of high quality.
• I find customer service at brick-and-mortar stores to be of high quality.
• I feel that it is a hassle to wait in lines at brick-and-mortar clothing/apparel stores.
• I find all of the online checkout steps to be a hassle.
The objectives for requesting responses for customer service include determining which
shopping experience is perceived as highest quality with minimal hassle. Perception of the
highest quality with minimal hassle customer service is likely to lead consumers away from the
other shopping experience. If the maximum quality customer service also includes the greatest
hassle, neither online nor in-store apparel shopping prove to be positive experiences for
consumers.
Hypothesis 3: Experience has a positive relationship with satisfaction. As consumer
perception increases of customer service quality, so does the level of satisfaction with the
shopping experience.

7
2.4. Promotion
The definition of promotion is an activity that supports or provides active encouragement
for a cause or venture. In the article written by Drs. Leelakulthanit and Hongcharu (2012), the
creation of promotional value is discussed. The article suggests that promotions serve as an
incentive for consumers to buy products or services; therefore, when a consumer can establish a
meaning for the promotion, satisfaction increases.
The research team analyzed promotion for Generations X and Y to establish a difference
in perceptions of the most rewarding and frequent promotions between online and brick-and-
mortar apparel shopping experiences across generations.
To measure promotion for generations X and Y consumers in two shopping settings,
• I find online promotions more rewarding than in-store promotions.
• I find in-store promotions more rewarding than online promotions.
• I find more clothing/apparel sales and promotions online.
• I find more clothing/apparel sales and promotions in brick-and-mortar stores.
The objectives for requesting responses for promotions include determining which
shopping setting offers the most rewarding promotions and which shopping setting is perceived
as offering the most promotions. Perception of the shopping setting that offers the most

8
rewarding promotions and which shopping setting is perceived as offering the most promotions
is likely to lead consumers away from the other shopping experience. If the shopping setting that
offers the most rewarding promotions also delivers the least number of promotions, neither
online nor in-store apparel shopping prove to be positive experiences for consumers.
Hypothesis 4: Promotion has a positive relationship with satisfaction. More rewarding
promotions and more frequent promotions lead to more satisfied consumers.
2.5. Brick-and-Mortar
The definition of a brick-and-mortar store is a traditional "street-side" business that deals
with its customers face to face in an office or store that the business owns or rents. Brick-and-
mortar stores are capable of offering a personal touch to the shopping experience and provide the
consumer with a variety of different shopping tactics that cannot be found online (Investopia
2016). Brick-and-mortar stores tend to pull in consumers who enjoy the activity of shopping for
the social aspect or the personal connections made with the apparel and brand (Investopia, 2016).
The research team analyzed aspects of brick-and-mortar apparel stores for Generations X
and Y to establish a difference in motivation across generations for choosing brick-and-mortar
apparel stores over online apparel stores.
To measure motivation for choosing brick-and-mortar apparel stores for generations X
and Y consumers, participants were asked to respond to the following statements on a scale of
one to five, with one being strongly disagree and five being strongly agree.

9
• I enjoy the aspect of shopping for clothing/apparel in brick-and-mortar stores.
• I like being able to try on the clothing/apparel that I’m considering purchasing.
• I feel better about walking into stores and seeing the clothing/apparel options.
• When in a clothing/apparel store I seek help from sales representatives.
The objectives for requesting responses for brick-and-mortar apparel stores include
determining whether consumers choose this shopping setting for the enjoyment, ability to try on
the apparel before purchasing, being able to engage touch, smell, and sight senses, and for the
customer service. Consumers responding with either a four or a five for multiple statements are
likely to refrain from online apparel shopping. Consumers responding with less than a four to all
statements and those responding to only one statement with either a four or a five are more likely
to refrain from brick-and-mortar apparel shopping.
Hypothesis 5: Shopping in brick-and-mortar stores has a direct correlation/relationship
with consumer satisfaction. The better brick-and-mortar stores can meet all other factors and
needs (ease of use, experience, convenience, promotion), the more satisfied consumers will be
shopping for apparel at brick-and-mortar stores.
2.6. Online Retailers
Online retail typically consists of retailers that operate without a physical storefront.
According to Investopedia, “electronic retailing, or e-tailing, can include business-to-business

10
and business-to-consumer sales. E-tailing revenue can come from the sale of products and
services, through subscriptions to website content, or through advertising” (2016).
The research team analyzed aspects of online apparel retailers for Generations X and Y
consumers to establish a difference in motivation across generations for choosing online apparel
retailers over brick-and-mortar apparel stores.
To measure motivation for choosing online apparel retailers for consumers of generations
X and Y, participants were asked to respond to the following statements on a scale of one to five,
with one being strongly disagree and five being strongly agree.
• I enjoy clothing/apparel shopping online through multiple retailers.
• I am successful at finding the clothing/apparel I need when I shop online.
• Shopping online for clothing/apparel is hindered by my lack of proficiency in technology.
• I feel comfortable clothing/apparel shopping online because of my proficiency in
technology.
The objectives for requesting responses for online apparel retailers include determining
whether consumers choose this shopping setting for the enjoyment, success at finding clothing,
and personal technological proficiency. Consumers responding with either a four or a five for
multiple statements are likely to refrain from brick-and-mortar apparel shopping. Consumers
responding with less than a four to all statements and those responding to only one statement
with either a four or a five are more likely to refrain from online apparel shopping.

11
Hypothesis 6: Shopping online apparel retailers has a direct correlation/relationship with
consumer satisfaction. The better online retailers can meet all other factors and needs (ease of
use, experience, convenience, promotion), the more satisfied consumers will be shopping for
apparel through online retailers.
2.7. Satisfaction
Satisfaction is one of the most important factors when it comes to consumer’s experiences
and perceptions of all aspects of marketing. According to the article “An Investigation into the
Antecedents of Customer Satisfaction of Online Shopping,” by Syed Shah Alam and Norjaya
Mohd. Yasin, “Customer satisfaction is the ultimate result of meeting a consumer’s expectation
from the performance of products” (2010). If consumers are not satisfied with a product, service,
or experience, they are less likely to return to that business. Thus, consumer satisfaction is
something that all marketers want to achieve.
The research team has examined the level of satisfaction consumers in generations X and
Y have while shopping online or in brick-and-mortar stores. All other considered factors, such as
experience, ease of use, promotion, brick-and-mortar, and online stores, lead to consumer
satisfaction. If one or more of these factors is perceived as not meeting consumer expectations,
then the level of satisfaction will be significantly less than if expectations had been met.
Determining the level of consumer satisfaction for apparel shopping includes all of the
factors and four specific questions directly related to satisfaction. Participants were asked to

12
respond to the following statements on a scale of one to five, with one being strongly disagree
and five being strongly agree.
• I would recommend online shopping for clothing/apparel to others.
• I would recommend the experience of clothing/apparel shopping in brick-and-
mortar stores.
• The clothing/apparel I purchase online is always correct when it arrives.
• The clothing/apparel that I purchase in-store is always exactly what I want.
The responses describe how satisfied consumers are with online apparel retailers and
brick-and-mortar apparel stores. The levels of satisfaction a consumer receives is dependent on
their responses to the given survey.
3. Methodology
There were several steps involved in the success of the research and the corresponding
applications towards the resolution of the team’s thesis. To start, the team devised several
research topics that could be thoroughly analyzed and had the pertinent aspect of ample
information that could be collected. After narrowing down the research topic possibilities, the
team settled on the differences between shopping online versus shopping in a physical store.
Generations Y and X were chosen in order to diversify the results and quantify the
variety within the two generations. After solidifying the research topic with a complete abstract,
the team created a quantitative model of the seven variables most pertinent to the topic.

13
Following the quantitative model, the team created a series of four questions for each
variable and placed them in a single document with a Likert scale underneath each corresponding
question. The survey was equipped with 28 questions and four additional demographic questions
to arrange the collected information efficiently.
The survey was distributed to several classrooms around campus and to people we
encountered in 24 hours. In total, 103 surveys were collected—three of which did not meet the
age requirements and had to be removed from the results—50 by Generation X and 50 by
Generation Y. The results were entered into Excel under their corresponding variables.
Only the survey questions that had correlation values of 0.4 or higher were accepted,
which eliminated nearly half of the questions initially posed on the survey. The team then
proceeded to average the data collected and apply it to the results.
Next was the regression analysis, which according to Alan O. Sykes (2008), is the
statistical tool used to explain the relationships between variables. To address this, researchers
assemble data on the underlying variables. In the final stages of the research project, the
definitions of the variables were discussed, and a decision was made regarding the thesis.
The alpha scores are in the following tables for the reliability test for each generation,
allowing us to use the question number displayed in the table.

14
4. Data Collection
Levels of Significance for Generation X
to Brick-and-Mortar Retailers to Online Retailers
Factor Significance Relationship Factor Significance Relationship
Cnv 0.108 No Cnv 0.364 No
EU 0.839 No EU 0.007 Yes
Exp 0.742 No Exp 0.067 No
Pro 0.481 No Pro 0.313 No
to Sat
Factor Significance Relationship
BM 0.031 Yes
OS 0.547 No
Cnv = Convenience EU = Ease of Use Pro = Promotion
BM = Brick-and-mortar Retail Stores OS = Online Retail Stores Sat = Satisfaction

15
Levels of Significance for Generation Y
to BM to OS
Factor Significance Relationship Factor Significance Relationship
Cnv 0.152 No Cnv 0.248 No
EU 0.49 No EU 0.162 No
Exp 0.306 No Exp 0.331 No
Pro 0.025 Yes Pro 0.722 No
to Sat
Factor Significance Relationship
BM 0.213 No
OS 0.454 No
Cnv = Convenience EU = Ease of Use Pro = Promotion
BM = Brick-and-mortar Retail Stores OS = Online Retail Stores Sat = Satisfaction
Gen X Relationship of Cnv, EU, Exp, Pro to Brick-and-mortar
Coefficients
a
Model Unstandardized
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
3.024 .825 3.6
67
.00
1
AVG
Cnv
-.191 .117 -.256 -
1.642
.10
8
AVG
EU
-.029 .140 -.033 -
.205
.83
9
AVG
Exp
.042 .127 .053 .33
1
.74
2
AVG
Pro
.079 .111 .104 .71
0
.48
1

16
Gen X Relationship of Cnv, EU, Exp, Pro to Online
Coefficients
a
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
4.169 .743 5.6
15
.00
0
AVG
Cnv
-.096 .105 -.133 -
.916
.36
4
AVG
EU
-.359 .126 -.425 -
2.846
.00
7
AVG
Exp
.214 .114 .278 1.8
76
.06
7
AVG
Pro
-.102 .100 -.140 -
1.020
.31
3
Gen X Relationship of BM, OS to Satisfaction
Coefficients
a
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
3.811 .783 4.8
68
.00
0
AVG
BM
-.440 .198 -.311 -
2.224
.03
1
AVG
OS
.124 .205 .085 .60
7
.54
7
Gen Y Relationship of Cnv, EU, Exp, Pro to Brick-and-mortar
Coefficients
a
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
1.810 .773 2.3
42
.02
4
AVG
Cnv
-.188 .129 -.235 -
1.459
.15
2
AVG
EU
.078 .112 .111 .69
6
.49
0
AVG
Exp
.143 .138 .146 1.0
36
.30
6
AVG
Pro
.403 .173 .326 2.3
26
.02
5

17
Gen Y Relationship of Cnv, EU, Exp, Pro to Online
Coefficients
a
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
2.715 .818 3.3
19
.00
2
AVG
Cnv
-.160 .136 -.196 -
1.171
.24
8
AVG
EU
.168 .118 .237 1.4
22
.16
2
AVG
Exp
.144 .146 .144 .98
2
.33
1
AVG
Pro
.066 .183 .052 .35
8
.72
2
Gen Y Relationship of BM, OS to Satisfaction
Coefficients
a
Coefficients
Standardi
zed Coefficients
t Sig
.
B Std.
Error
Beta
1 (Cons
tant)
2.140 .575 3.7
19
.00
1
AVG
BM
.194 .154 .191 1.2
62
.21
3
AVG
OS
.114 .151 .115 .75
6
.45
4
4.1. Generation X Demographics
Statistics
Age Gender City State Ethnicity Income Generation
N Valid 50 52 52 52 52 48 52
Missing 2 0 0 0 0 4 0

18
Age
Frequency Percent Valid Percent Cumulative Percent
Valid 32.0 3 5.8 6.0 6.0
33.0 4 7.7 8.0 14.0
34.0 3 5.8 6.0 20.0
35.0 1 1.9 2.0 22.0
36.0 3 5.8 6.0 28.0
37.0 3 5.8 6.0 34.0
38.0 5 9.6 10.0 44.0
39.0 11 21.2 22.0 66.0
40.0 3 5.8 6.0 72.0
41.0 2 3.8 4.0 76.0
42.0 1 1.9 2.0 78.0
43.0 2 3.8 4.0 82.0
45.0 2 3.8 4.0 86.0
46.0 1 1.9 2.0 88.0
47.0 5 9.6 10.0 98.0
51.0 1 1.9 2.0 100.0
Total 50 96.2 100.0
Missing System 2 3.8
Total 52 100.0
Gender
Valid 2 3.8 3.8 3.8
F 37 71.2 71.2 75.0
M 13 25.0 25.0 100.0
Total 52 100.0 100.0

19
State
Valid 3 5.8 5.8 5.8
AL 2 3.8 3.8 9.6
AR 1 1.9 1.9 11.5
CA 1 1.9 1.9 13.5
FL 1 1.9 1.9 15.4
GA 1 1.9 1.9 17.3
IL 1 1.9 1.9 19.2
MA 14 26.9 26.9 46.2
MD 1 1.9 1.9 48.1
ME 1 1.9 1.9 50.0
ND 10 19.2 19.2 69.2
NH 9 17.3 17.3 86.5
OR 2 3.8 3.8 90.4
PA 2 3.8 3.8 94.2
WA 1 1.9 1.9 96.2
WI 1 1.9 1.9 98.1
WY 1 1.9 1.9 100.0
Total 52 100.0 100.0
Ethnicity
Valid 4 7.7 7.7 7.7
Asian 2 3.8 3.8 11.5
Hispanic 3 5.8 5.8 17.3
Other 1 1.9 1.9 19.2
White 42 80.8 80.8 100.0
Total 52 100.0 100.0
Income
Valid 1.0 6 11.5 12.5 12.5
2.0 29 55.8 60.4 72.9
3.0 9 17.3 18.8 91.7
4.0 4 7.7 8.3 100.0
Total 48 92.3 100.0
Total 52 100.0

20
Generation Y Demographics
Statistics
Age Gender City State Ethnicity Income Generation
N Valid 50 51 51 51 51 42 51
Missing 1 0 0 0 0 9 0
Age
Valid 19.0 5 9.8 10.0 10.0
20.0 12 23.5 24.0 34.0
21.0 14 27.5 28.0 62.0
22.0 7 13.7 14.0 76.0
23.0 2 3.9 4.0 80.0
24.0 1 2.0 2.0 82.0
25.0 1 2.0 2.0 84.0
26.0 1 2.0 2.0 86.0
27.0 2 3.9 4.0 90.0
30.0 2 3.9 4.0 94.0
31.0 3 5.9 6.0 100.0
Total 50 98.0 100.0
Total 51 100.0
Gender
Valid 1 2.0 2.0 2.0
F 30 58.8 58.8 60.8
M 20 39.2 39.2 100.0
Total 51 100.0 100.0
State
Valid 4 7.8 7.8 7.8
CT 3 5.9 5.9 13.7
GA 2 3.9 3.9 17.6
MA 15 29.4 29.4 47.1
ME 1 2.0 2.0 49.0
ND 1 2.0 2.0 51.0
NH 20 39.2 39.2 90.2
OR 1 2.0 2.0 92.2
RI 1 2.0 2.0 94.1
UK 1 2.0 2.0 96.1
VT 2 3.9 3.9 100.0
Total 51 100.0 100.0

21
Ethnicity
Valid 1 2.0 2.0 2.0
Asian 1 2.0 2.0 3.9
Black 1 2.0 2.0 5.9
Hispanic 1 2.0 2.0 7.8
Other 1 2.0 2.0 9.8
White 46 90.2 90.2 100.0
Total 51 100.0 100.0
Income
Valid 1.0 29 56.9 69.0 69.0
2.0 9 17.6 21.4 90.5
3.0 3 5.9 7.1 97.6
4.0 1 2.0 2.4 100.0
Total 42 82.4 100.0
Total 51 100.0
5. Data Analysis
Generation X results were very clear. For brick-and-mortar stores there were no
significant relationships between the factors and overall connection between the in-store setting
and satisfaction. However, for the online shopping setting, the results showed that there was a
significant relationship with the factor of convenience.
Online shopping was intended for the sole purpose of convenience in the minds of
consumers. Rather than trying to find time in the day to make it to the store, it is much more
convenient for consumers to order apparel online.

22
Regarding overall consumer satisfaction, there was an apparent relationship with brick-
and-mortar stores, so in other words, Generation X finds online shopping more convenient but
regarding overall satisfaction, the in-store shopping experience is more significant to them.
For Generation Y, the results as they relate to brick-and-mortar shopping, revealed a
significant relationship with the promotion. Generation Y prefers to shop in-store due to the
promotions and deals that the physical standing store offers.
Generation Y results revealed that there was not a significant relevance between online
shopping and the factors tested in the study. In other words, online shopping, in the eyes of
Generation Y is not necessarily more convenient, easier to use, a better experience or offers
better promotions.
Regarding overall consumer satisfaction as it relates to Generation Y and the types of
shopping setting, the results were not able to yield a significant relationship between the two.

23
6. Discussion
Similarities are between online and brick-and-mortar stores and also among the most
prominent factors for consumers. In the process of researching how consumers react to the
differences between shopping experiences, convenience and ease of use were the biggest factors
concerning customer retention. Consumers are more likely to return to an online store or revisit a
brick-and-mortar store if the process of buying is made simple by the retailer. Similarly,
consumers need the convenience of the purchasing process to relieve the stress of everyday life
and create an air of relaxation when going through the goods and services offered by brick-and-
mortar and online stores.
Even though these two are the biggest factors, experience and promotion come into play
when consumer satisfaction is the anticipated result. If the products are highly promoted, or
promotions are available to help consumers decide when and where to shop, then they will end
up satisfied on a higher level than if the business does not have that appeal of trying to assist
consumers in their buying decisions.
The experience of shopping can lead to satisfaction if the experience is a positive one.
Some consumers like the stress-relieving activity of shopping, and this can provide a better
experience with the store, the employees, and the products and services. The more satisfied
consumers are with the experience, the more satisfied they will be at the end of the process.

24
Since both Generations X and Y are constantly on the go, ease of use is the biggest factor
that could make or break an online or brick-and-mortar shopping experience. If a consumer can
leave the shopping experience satisfied while saving time and maintaining their schedule, then
they will be more likely to return to that online or brick-and-mortar store that left them satisfied.
7. Conclusion
After our research, we found that both Generation X and Generation Y preferred apparel
shopping online rather than in brick-and-mortar retail stores. Technology is advancing in the
shopping process and simplifying the way people purchase apparel.
Generation X found brick-and-mortar stores to be more satisfying when shopping for
clothes but they found online shopping more significant to their buying process. Generation Y
found promotions to be more significant when it comes to satisfaction. One surprising result
from our research was that Generation Y found online shopping to be less significant than
Generation X.
It was also discovered that experience and promotion are directly related to consumer
satisfaction. One of the best factors for analyzing shopping preferences of these generations is
ease of use because people of these generations are always on the go and time is valuable.
Possible limitations that our study had were the age of the respondents in Generation Y.
The fact that the average age of the members of Generation Y was 18 to 23 years old and were
mainly college students presents a possible limitation. College students tend not to have a lot of

25
money to spend on apparel shopping so that some questions might have had less relevance to
them.
That limitation may have skewed the results indicating that Generation Y found online
shopping less significant than Generation X, who might have more money to spend on apparel.
Finally, we identified that the small sample sizes as a limitation to the accuracy of the
results. While the samples were relatively widespread regarding location, other demographics
were not as diverse. Larger samples would have likely led to more reliable results.
Overall, relevant data regarding the purchasing behavior and preferences of both
generations. Further research is highly encouraged.

References
Alam, S. S., & Yasin, N. M. (2010). An investigation into the antecedents of customer
satisfaction of online shopping.Journal of Marketing Development and Competitiveness,
5(1), 71.
Business Dictionary. (2016). Online Shopping. Retrieved April 4, 2016, from
businessdictionary.com
Brown, L. G. (n.d.). Convenience in Services Marketing. Retrieved April 4, 2016, from
http://search.proquest.com/docview/212679255?pq-origsite=360link&accountid=3783
Hongcharu, B. (n.d.). Factors That Impact Customer Satisfaction: Evidence From The Thailand
Mobile Cellular Network Industry. Retrieved from
https://ideas.repec.org/a/ibf/ijmmre/v4y2011i2p67-76.html
Investopedia. (2016). Brick-and-mortar Definition. Retrieved April 4, 2016, from
investopedia.com
Investopedia. (2016). Electronic Retailing - E-tailing. Retrieved April 4, 2016, from
investopedia.com
Leelakulthanit, O., & Hongcharu, B. (2012). Factors influencing smartphone repurchase. Journal
of Business & Economics Research (Online), 10(11), 623. Retrieved from
http://ezproxy.snhu.edu/login?url=http://search.proquest.com/docview/1418704026?acco
untid=3783
Mordecai. (2014). What's the "Meaning" in Your Market Research? | Marketing Research
Association. Retrieved April 20, 2016, from
http://www.marketingresearch.org/article/whats-meaning-your-market-research
Sykes, A. O.. (2008). Transnational Forum Shopping as a Trade and Investment Issue. The

Journal of Legal Studies, 37(2), 339–378. http://doi.org/10.1086/589664

Apparel Retail Shopping Preferences of Generation X and Generation Y

Recommended

Recommended

More Related Content

What's hot

What's hot (19)

Similar to Apparel Retail Shopping Preferences of Generation X and Generation Y

Similar to Apparel Retail Shopping Preferences of Generation X and Generation Y (20)

More from Skip Spoerke

More from Skip Spoerke (19)

Apparel Retail Shopping Preferences of Generation X and Generation Y