ResearchPresentation

GENERATIONS X & YAPPAREL SHOPPING

PREFERENCES Andrew Beattie, Brian Evans, Cameron Lewis, Skip Spoerke

Agenda

1. Introduction2. Literature Review

2.1 Ease of use 2.5 Brick and Mortar2.2 Convenience 2.6 Online Shopping2.3 Experience 2.7 Satisfaction2.4 Promotion

3. Methodology4. Results5. Discussion

Image 1: “Men's Chaps Classic-Fit Burgundy Sport Coat”

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

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

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.

Literature Review: Convenience

■ Convenience6 Classes of Convenience:Time Utilization AccessibilityPortability AppropriatenessHandiness 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”

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.

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.

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.

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.

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

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

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

Methodology

Demographics Generation X: Gender

Frequency Percent Valid PercentCumulative

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

Methodology

Demographics Generation X: Ethnicity


PercentValid 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

Methodology

Demographics Generation X: Income


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 ⬆

Methodology

Demographics Generation Y: Gender


Percent Valid 1 2.0 2.0 2.0F

30 58.8 58.8 60.8M

20 39.2 39.2 100.0Total

51 100.0 100.0

Methodology

Demographics Generation Y: Ethnicity


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

Methodology1= $0—25,000 2= $25,001—75,000 3= $75,001—124,000 4= $125,001 and ⬆Demographics Generation Y: Income


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

Generation X ResultsGen 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

Generation X ResultsGen X Relationship of Cnv, EU, Exp, Pro to Online

Coefficientsa

Model


Standardized

Coefficients


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

Generation X ResultsGen X Relationship of BM, OS to Satisfaction

Coefficientsa

Model


Standardized

Coefficients


1

(Constant) 3.811 .783 4.868 .000

AVG BM -.440 .198 -.311 -2.224 .031

AVG OS .124 .205 .085 .607 .547

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”

Generation Y ResultsGen Y Relationship of Cnv, EU, Exp, Pro to Brick and Mortar

Coefficientsa

Model


Standardized

Coefficients


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

Generation Y ResultsGen Y Relationship of Cnv, EU, Exp, Pro to Online

Coefficientsa

Model


Standardized

Coefficients


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

Generation Y ResultsGen Y Relationship of BM, OS to Satisfaction

Coefficientsa

Model


Standardized

Coefficients


1

(Constant) 2.140 .575 3.719 .001

AVG BM .194 .154 .191 1.262 .213

AVG OS .114 .151 .115 .756 .454

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”

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.

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.

ReferencesAlam, 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/eum0000000002505Business 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-horKohl’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.jspKohl’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-horKohl’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

THANK YOU

ResearchPresentation

Documents

Transcript of ResearchPresentation