Sive Maqula, Dr. Ankit Katrodia
Vol 19 | Issue 1 pp. 1-12
doi: https://doi.org/10.5281/zenodo.8210759
Abstract
The purpose of this paper was to determine the factors that influence the purchasing behaviour of Generation X and Y sports apparel consumers in Johannesburg. This was achieved by using the theory of planned behaviour. Understanding why customers buy specific products presents an opportunity for companies to design marketing communications strategies that will ensure more customer buying decisions. Quantitative research methods were used in this study. In total, 70 responses were obtained. Based on the proposed research model, subjective norms and perceived behavioural control were found to have a positive influence on attitude. Also, it was found that attitude has a positive influence on purchase intention. The study recommended that managers and marketers of sports apparel companies use experts in the field to run their promotional campaigns. Furthermore, they need to make it easy for their consumers to access sports apparel and provide them with enough information so that their consumption is informed by knowledge. Moreover, managers and marketers need to create favourable consumer attitudes towards their products or brands by using reputable celebrities to endorse them and genuinely engage in charitable initiatives.
Keywords: Consumer behaviour, Generation X, Generation Y, consumers, sports apparel, generational cohorts
References
Acar, A. B. (2014). Do intrinsic and extrinsic motivation factors differ for Generation X and Generation Y. International Journal of Business and Social Science, 5(5), 12-20.
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Ajzen, I. (2015). Consumer attitudes and behavior: the theory of planned behavior applied to food consumption decisions. Italian Review of Agricultural Economics, 70(2), 121-138.
Aynadis, Z. (2014). Factors affecting customers’ attitude amongst foreign and domestic footwear products. International Journal of Academic Scientific Research, 2(3), 13-20.
Bakewell, C., & Mitchell, V. W. (2003). Generation Y female consumer decision‐making styles. International Journal of Retail and Distribution Management. 10(2), 169-180.
Boisvert, J., & Ashill, N. J. (2011). How brand innovativeness and quality impact attitude towards new service line extensions: the moderating role of consumer involvement. Journal of Services Marketing, 25(7), 517-527.
Chew, S. S., & Leng, H. K. (2016). The role of social influence in purchasing sports apparel. Athens Journal of Sports, 3(4), 276-284.
Chi, T., & Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Chiu, C. M., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, 33(4), 761-794.
Chiu, W., Kim, T., & Won, D. (2018). Predicting consumers’ intention to purchase sporting goods online. Asia Pacific Journal of Marketing and Logistics, 30(2).
Connor, H., Shaw, S., & Fairhurst, D. (2008). Engaging a new generation of graduates. Education + Training, 50(5), 366-378.
Cristea, M., & Gheorghiu, A. (2016). Attitude, perceived behavioral control, and intention to adopt risky behaviors. Transportation Research Part F: Traffic Psychology and Behaviour, 43, 157-165.
Dhurup, M., Muposhi, A., & Shamhuyenhanzva, R. (2015). Factors influencing South African consumers’ attitudes and purchase intention towards foreign sport apparel. African Journal for Physical Health Education, Recreation and Dance, 21(4.1), 1271-1289.
Dickson, M. A., & Pollack, A. (2000). Clothing and identity amongst female in-line skaters. Clothing and Textiles Research Journal, 18(2), 65-72.
Euromonitor International. (2014). Global participative sport as consumption: The new rules of the game. Retrieved from https://www.euromonitor.com/global-participative-sport-as-consumption-the-new-rules-of-the-game/report [Accessed 31 August 2020]
Furaiji, F., Łatuszyńska, M., & Wawrzyniak, A. (2012). An empirical study of the factors influencing consumer behaviour in the electric appliances market. Contemporary Economics, 6(3), 76-86.
Ghafoor, H., Ahmed, S. S., Naeem, M. M., & Huang, C. (2018). Analysis of brand perception effect on store image & purchase intention of customers. International Journal of Scientific & Engineering Research, 9(5), 1324-1330.
Gopi, M. and Ramayah, T. (2007), “Applicability of theory of planned behavior in predicting intention to trade online: Some evidence from a developing country”. International Journal of Emerging Markets, 2(4), 348-360.
Hakim, L., & Susanti, N. (2017). Influence of Customer Relationship Management, Brand Equity, Perceived Product Quality, Perceived Price on Customer Value and Purchase Intention (Studies Philips Light Bulb in Batam). International Journal of Economics and Finance, 9(7), 122-131.
Hien, N., Phuong, N., Tran, T., & Thang, L. (2020). The effect of country-of-origin image on purchase intention: The mediating role of brand image and brand evaluation. Management Science Letters, 10(6), 1205-1212.
Jin, B., & Kim, J. O. (2003). A typology of Korean discount shoppers: shopping motives, store attributes, and outcomes. International Journal of Service Industry Management, 14(4), 396-419.
Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of Marketing, 57(1), 1-22.
Kim, E., Ham, S., Yang, I. S., & Choi, J. G. (2013). The roles of attitude, subjective norm, and perceived behavioral control in the formation of consumers’ behavioral intentions to read menu labels in the restaurant industry. International Journal of Hospitality Management, 35, 203-213.
Kim, H. Y., & Chung, J. E. (2011). Consumer purchase intention for organic personal care products. Journal of consumer Marketing, 28(1), 40-47.
Kim, H., & Karpova, E. (2010). Consumer attitudes towards fashion counterfeits: application of the theory of planned behavior. Clothing and Textiles Research Journal, 28(2), 79–94.
Kotler, P., & Armstrong, G. (2010).Principles of marketing: Global and Southern African perspectives. Cape Town: Pearson.
Lissitsa, S., & Kol, O. (2016). Generation X vs. Generation Y–A decade of online shopping. Journal of Retailing and Consumer Services, 31, 304-312.
Mafini, C., & Dhurup, M. (2014). Assessing consumer purchasing decision styles: An empirical investigation from South Africa. International Business and Economics Research Journal, 13(4), 679-685.
Mandhlazi, L., Dhurup, M., & Mafini, C. (2013). Generation Y consumer shopping styles: evidence from South Africa. Mediterranean Journal of Social Sciences, 4(14), 153-153.
Maziriri, E. T., Chuchu, T., & Madinga, N. W. (2019). Key drivers that influence store choice in the contemporary Gauteng apparel retail market. Journal of Contemporary Management, 16(2), 1–27.
Min, J. H. J., Chang, H. J. J., Jai, T. M. C., & Ziegler, M. (2019). The effects of celebrity-brand congruence and publicity on consumer attitudes and buying behavior. Fashion and Textiles, 6(1), 1-19.
Mubarok, M. M. (2018). The effect of brand image and consumer attitudes on the decision to purchase batik jetis Sidoarjo mediated by intent to buy. Journal of Economics, Business and Accountancy Ventura, 21(1), 105-116.
Nunnally, J. C. (1978). Psychometric Theory. New York: Mc Graw Hill.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29, 123-134.
Putra, R. A., Hartoyo, H., & Simanjuntak, M. (2017). The impact of product quality, service quality, and customer loyalty program perception on retail customer attitude. Independent Journal of Management and Production, 8(3), 1116-1129.
Schnurr, B., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2017). The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity. Marketing Letters, 28(2), 241-253.
Vehovar, V., Toepoel, V., & Steinmetz, S. (2016). Non-probability sampling. The Sage handbook of survey methods, 329-345.
Watts, L., & Chi, T. (2019). Key factors influencing the purchase intention of activewear: an empirical study of US consumers. International Journal of Fashion Design, Technology and Education, 12(1), 46-55.
Wegner, T. (2016). Applied Business Statistics (4th ed.). Cape Town: Juta.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of Marketing, 52(3), 2-22.
Zheng, Y., & Chi, T. (2015). Factors influencing purchase intention towards environmentally friendly apparel: an empirical study of US consumers. International Journal of Fashion Design, Technology and Education, 8(2), 68-77.
