SILENT GENERATION´S BEHAIVOR REGARDING FASHION COMPORTAMIENTO QUE PRESENTA LA GENERACION SILENCIOSA RESPECTO A LA MODA

Juana Maria Saucedo Soto, Alicia Hernandez Bonilla, Bernardo Amezcua Nunez, Alicia de la Pena de Leon and Rebeca Valeria Avila Rocha

Revista Internacional Administracion & Finanzas, 2017, vol. 10, issue 5, 95-103

Abstract: Fashion is part of the cultural aspect of every country. Regardless age or generation, there are some consuming practices to acquire goods. Those goods are not only considered a need but also a social comfort. A generation is, according to Kotler & Armstrong (2011), a group of people that has a similar age and lived in the same period of time. The objective of this research is to analyze consumer behavior towards fashion for a generation. This research was made with a descriptive and exploratory character. The sample for this study is 200 people. An instrument of 46 items was validated and the result is Alfa Crombach of 0.945. Related results show a significant difference in age ranges. Subjects from 70 to 75 years old are more attracted to fashion and being in style. In general, they are conservative people with traditional customs and taste

Keywords: Silent Generation S; Brand; Fashion; Shopping Habits (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2017
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