1. GENERATIONS X & Y
APPAREL SHOPPING
PREFERENCES
Andrew Beattie, Brian Evans,
Cameron Lewis, Skip Spoerke
2. Agenda
1. Introduction
2. Literature Review
2.1 Ease of use 2.5 Brick and Mortar
2.2 Convenience 2.6 Online Shopping
2.3 Experience 2.7 Satisfaction
2.4 Promotion
3. Methodology
4. Results
5. Discussion
Image 1: “Men's Chaps Classic-Fit Burgundy Sport Coat”
3. Introduction
■ Members of generations X
and Y have different
satisfaction levels shopping
for apparel online and in-store.
■ Previous Study: Blurred lines:
In-store vs. online shopping
■ Deficiencies: Didn't focus on
specific generations, less
factors to base questions on.
Chart 1: Quantitative Model
4. Introduction
■ Does generation X prefer to shop online or in a physical store?
■ Does generation Y prefer to shop online or in a physical store?
■ Purpose: Determine whether generation X and generation Y prefer
to shop for apparel online, or in brick and mortar stores
■ Importance: Will impact the future for retail channels
5. Literature Review: Ease of Use
■ Ease of Use
■ Described as usefulness—designed to explain perceived usefulness
and usage intentions in terms of social influence and cognitive
processes
(Bagozzi and Davis et al., 1992; et al., 1989)
Hypothesis:
There is a positive relationship between ease of use and satisfaction.
6. Literature Review: Convenience
■ Convenience
6 Classes of Convenience:
Time Utilization Accessibility
Portability Appropriateness
Handiness Avoidance of Bad Experience
(Brown, L. G.)
Hypothesis:
Convenience has a positive relationship with satisfaction.
Image 2: “Women's Towne by London Fog Hooded Double-Breasted Trench Raincoat”
7. Literature Review: Experience
■ Experience
■ Experience describes a personal instance of encountering or
personally undergoing something
(Mordecai, 2014 “What's the "Meaning" in Your Market Research?”)
Hypothesis:
Consumer experience has a positive relationship with satisfaction.
8. Literature Review: Promotion
■ Promotion
■ Promotions serve as an incentive for consumers to actually buy
products or services
(Dr. Orose, Dr. Boonchai)
Hypothesis:
Stronger promotions will have positive relationships with satisfaction.
9. Literature Review: Brick and Mortar
■ Brick and mortar store
■ A traditional "street-side" business that deals with its customers
face to face in an office or store that the business owns or rents
(http://www.investopedia.com/terms/b/brickandmortar.asp)
Hypothesis:
Consumers will be more satisfied with brick and mortar apparel stores
that best meet all previous constructs.
10. Literature Review: Online Shopping
■ Online Shopping
■ The act of purchasing products or services over the Internet
(www.businessdictionary.com/definition/online-shopping)
Hypothesis:
Consumers will be more satisfied with online apparel stores that best
meet all previous constructs.
11. Methodology
■ Survey consisted of 28 research questions
■ Surveyed 103 people
■ Collected 50 usable surveys for Generation X
■ Collected 50 usable surveys for Generation Y
■ Collected 3 surveys that did not meet generation criteria
12. Methodology
Generation X (born 1965-1984) Reliability Test
Factor: Ease of Use Convenience Experience Promotion Brick and
Mortar
Online
Shopping
Satisfaction
Questions: 2, 3 1, 4 1, 3 2, 4 1, 2, 3 1, 2, 4 3, 4
Alpha Score: 0.415 0.748 0.393 0.664 0.751 0.724 0.367
13. Methodology
Generation Y (born 1985-2004) Reliability Test
Factor: Ease of Use Convenience Experience Promotion Brick and
Mortar
Online
Shopping
Satisfaction
Questions: 1, 4 1, 4 2, 4 1, 3 1, 2, 3 2, 4 1, 3
Alpha Score: 0.376 0.699 0.392 0.748 0.718 0.741 0.640
14. Methodology
Demographics Generation X: Gender
Frequency Percent Valid Percent Cumulative Percent
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
15. Methodology
Demographics Generation X: Ethnicity
Frequency Percent Valid Percent Cumulative Percent
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
16. Methodology
Demographics Generation X: Income
Frequency Percent Valid Percent Cumulative Percent
Valid
1 6 11.5 12.5 12.5
2 29 55.8 60.4 72.9
3 9 17.3 18.8 91.7
4 4 7.7 8.3 100.0
Total 48 92.3 100.0
Missing System 4 7.7
Total 52 100.0
1= $0—25,000 2= $25,001—75,000 3= $75,001—124,000 4= $125,001 and ⬆
17. Methodology
Demographics Generation Y: Gender
Frequency Percent Valid Percent Cumulative Percent
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
18. Methodology
Demographics Generation Y: Ethnicity
Frequency Percent Valid Percent Cumulative Percent
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
19. Methodology
1= $0—25,000 2= $25,001—75,000 3= $75,001—124,000 4= $125,001 and ⬆
Demographics Generation Y: Income
Frequency Percent Valid Percent Cumulative Percent
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
Missing System 9 17.6
Total 51 100.0
20. Generation X Results
Gen X Relationship of Cnv, EU, Exp, Pro to Brick and Mortar
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 3.024 .825 3.667 .001
AVG Cnv -.191 .117 -.256 -1.642 .108
AVG EU -.029 .140 -.033 -.205 .839
AVG Exp .042 .127 .053 .331 .742
AVG Pro .079 .111 .104 .710 .481
21. Generation X Results
Gen X Relationship of Cnv, EU, Exp, Pro to Online
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 4.169 .743 5.615 .000
AVG Cnv -.096 .105 -.133 -.916 .364
AVG EU -.359 .126 -.425 -2.846 .007
AVG Exp .214 .114 .278 1.876 .067
AVG Pro -.102 .100 -.140 -1.020 .313
22. Generation X Results
Gen X Relationship of BM, OS to Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 3.811 .783 4.868 .000
AVG BM -.440 .198 -.311 -2.224 .031
AVG OS .124 .205 .085 .607 .547
23. Generation X Results
■ Generation X, Brick and Mortar:
No significant relationships
■ Generation X, Online:
Significant relationship for Convenience
■ Generation X, Satisfaction:
Significant relationship for Brick and Mortar Stores
Image 3: “Men's Lee Denim Jacket”
24. Generation Y Results
Gen Y Relationship of Cnv, EU, Exp, Pro to Brick and Mortar
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 1.810 .773 2.342 .024
AVG Cnv -.188 .129 -.235 -1.459 .152
AVG EU .078 .112 .111 .696 .490
AVG Exp .143 .138 .146 1.036 .306
AVG Pro .403 .173 .326 2.326 .025
25. Generation Y Results
Gen Y Relationship of Cnv, EU, Exp, Pro to Online
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 2.715 .818 3.319 .002
AVG Cnv -.160 .136 -.196 -1.171 .248
AVG EU .168 .118 .237 1.422 .162
AVG Exp .144 .146 .144 .982 .331
AVG Pro .066 .183 .052 .358 .722
26. Generation Y Results
Gen Y Relationship of BM, OS to Satisfaction
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1
(Constant) 2.140 .575 3.719 .001
AVG BM .194 .154 .191 1.262 .213
AVG OS .114 .151 .115 .756 .454
27. Generation Y Results
■ Generation Y, Brick and Mortar:
Significant relationship for Promotions
■ Generation Y, Online:
No significant relationships
■ Generation Y, Satisfaction:
No significant relationships
Image 4: “Women's Chaps Floral Maxi Dress”
28. Discussion
■ Convenience and Ease of use are more significant because they are
responsible for customer retention.
■ Experience and Promotion are factors leading to consumer
satisfaction, however, less significant then other factors.
■ Members in both generation X and Y are constantly on the go, therefor
ease of process is their most pressing concern.
29. Conclusion
■ Generation X:
Found more of the factors in brick and mortar stores to be linked with their
satisfaction than online shopping.
Found online shopping to be more significant.
■ Generation Y:
Found promotions to be very significant when it comes to satisfaction.
Data revealed that Generation Y found online shopping less significant
than Generation X—Surprising result.
■ Both generations preferred online shopping over brick and mortar.
30. 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.
Brown, L. G. (1990). Convenience in Services Marketing. Journal of Services Marketing, 4(1), 53-59.
doi:10.1108/eum0000000002505
Business Dictionary. (2016). Online Shopping. Retrieved April 4, 2016, from businessdictionary.com.
Dickenson, S. (2013). Blurred lines: In-store vs. online shopping. Home Accents Today, 28(9), 20.
Investopedia. (2016). Brick and Mortar Definition. Retrieved April 4, 2016, from investopedia.com.
Kohl’s Illinois, Inc. (n.d.). Men's Chaps classic-fit burgundy sport coat [Digital image]. Retrieved April 4, 2016, from
http://www.kohls.com/product/prd-2278609/mens-chaps-classic-fit-burgundy-sport-coat.jsp?pfm=rrrecs-pmp-hor
Kohl’s Illinois, Inc. (n.d.). Men's Lee denim jacket [Digital image]. Retrieved April 4, 2016, from
http://www.kohls.com/product/prd-1812993/lee-denim-jacket-men.jsp
Kohl’s Illinois, Inc. (n.d.). Women's Chaps floral maxi dress [Digital image]. Retrieved from
http://www.kohls.com/product/prd-2402078/womens-chaps-floral-maxi-dress.jsp?pfm=rrrecs-pmp-hor
Kohl’s Illinois, Inc. (n.d.). Women's Towne by London Fog hooded double-breasted trench raincoat [Digital image]. Retrieved
April 4, 2016, from http://www.kohls.com/product/prd-2453787/womens-towne-by-london-fog-hooded-double-
breasted-trench-raincoat.jsp
Mordecai, V. (2014). What's the "Meaning" in Your Market Research. Retrieved April 4, 2016, from
http://www.discoveryresearchgroup.com/landmark/whats-the-meaning-of-your-market-research
