Shopping styles of young generations

Dana Vokounová () and Janka Táborecká-Petrovičová
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Dana Vokounová: Matej Bel University in Banská Bystrica, Banská Bystrica, Slovak Republic
Janka Táborecká-Petrovičová: University of Economics in Bratislava, Bratislava, Slovak Republic

Marketing Science & Inspirations, 2019, vol. 14, issue 1, 34-41

Abstract: Aim of this study was to verify the modified CSI instrument and to identify dominant shopping style of young people. Construct validity and reliability was assessed by using factor analysis with varimax rotation and Cronbach´s alpha coefficients. Analysis results indicate that the tested instrument is not fully applicable to young Slovak people, as only 26 out of 44 items loaded onto seven factors, exhibited acceptable validity and reliability. Based on the average scores and results of the t-test we can conclude that there are three dominant shopping styles typical for young people: Quality conscious, Impulse driven and Price conscious. Therefore, high quality products, incentives in the stores and low price are important driving shopping forces for young people. Surprisingly, it was found that novelty-fashion is not a priority for young-adult consumers. Men have one dominant shopping style Quality conscious and they are not at all hedonistic shoppers. Three shopping styles are typical for women: Price conscious, Impulse driven and Quality conscious.

Keywords: shopping decision making; shopping style; young generation; scale; factor analysis; consistency (search for similar items in EconPapers)
JEL-codes: D90 M31 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:14:y:2019:i:1:p:34-41

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