GENDER DIFFERENCES AMONGST AFRICAN GENERATION Y STUDENTS’ HEDONIC AND UTILITARIAN SHOPPING MOTIVATIONS

Riané DALZİEL; Natasha De KLERK

Makale detayları

GENDER DIFFERENCES AMONGST AFRICAN GENERATION Y STUDENTS’ HEDONIC AND UTILITARIAN SHOPPING MOTIVATIONS

Yazarlar:

Riané DALZİEL | Natasha De KLERK

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Dergi:

International Journal of Business and Management Studies 2017 Vol.9 Issue 1, pp.163-176

Belge Tipi:

Makale

Yayın Tarihi:

1/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000808970

Sıklık:

İki Yıllık

eISSN:

1309-8047

Özet:

 

The South African retail industry is a major industry with high public spending.
   As such, there is a high level of competition among retailers, pressuring marketers
   and retailers to gain and maintain a competitive advantage. By developing and
   adapting marketing strategies to target their market effectively, these marketers
   and retailers can differentiate themselves from their competitors. In order to
   develop and adapt their marketing strategies, they need to understand and focus
   on the motivations behind the act of shopping. Accordingly, this paper reports on
   a study undertaken to determine whether there are any gender differences amongst
   African Generation Y students’ hedonic and utilitarian shopping motivations in
   order to develop marketing strategies for effectively targeting the different gender
   segments in this market. In the South African context, individuals born between
   1986 and 2005, labelled Generation Y, account for 37 percent of the total South
   African population, and the African Generation Y individuals represent 84 percent
   of the total Generation Y cohort. The primary data were collected by means of a
   self-administered questionnaire completed by a convenience sample of 404
   African Generation Y students enrolled at two South African registered public
   higher education institutions (HEIs), situated in the Gauteng province was taken.
   The statistical analysis of the collected data included descriptive statistics and a
   two independent-samples t-test. The results indicate that male and female African
   Generation Y students appear to have statistically significant different hedonic
   and utilitarian shopping motivations. The findings of this study contributes to the
   practice of marketing by providing retailers and marketers with a better
   understanding of both male and female African Generation Y students by
   examining their hedonic and utilitarian shopping motivations, which will assist them in developing appropriate marketing strategies for effectively targeting this
   cohort.

Makale detayları

GENDER DIFFERENCES AMONGST AFRICAN GENERATION Y STUDENTS’ HEDONIC AND UTILITARIAN SHOPPING MOTIVATIONS

Yazarlar: Riané DALZİEL | Natasha De KLERK

Yayıncı: Sosyal Bilimler Araştırmaları Derneği

Dergi: International Journal of Business and Management Studies 2017 Vol.9 Issue 1, pp.163-176

Belge Tipi: Makale

Yayın Tarihi: 1/2017

Belge Dili: Türkçe

Document ID (Org No.): 2000808970

Sıklık: İki Yıllık

eISSN: 1309-8047

Sayı

Yazarlar:

Riané DALZİEL | Natasha De KLERK

Yayıncı:

Sosyal Bilimler Araştırmaları Derneği

Dergi:

International Journal of Business and Management Studies 2017 Vol.9 Issue 1, pp.163-176

Belge Tipi:

Makale

Yayın Tarihi:

1/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000808970

Sıklık:

İki Yıllık

eISSN:

1309-8047