apparel retail shopping preferences of generation x and generation y

Apparel Retail Shopping Preferences of Generation X and Generation Y

Andrew Beattie, Brian Evans, Cameron Lewis, Skip Spoerke

April 29, 2016

MKT 337-08199 Marketing Research

Course Professor: Eklou Amendah, PhD

Table of Contents

1. Introduction ..................................................................................................................... 1

2. Literature Review and Hypotheses ................................................................................. 2

2.1. Ease of Use .............................................................................................................. 2

2.2. Convenience ............................................................................................................. 3

2.3. Experience ................................................................................................................ 5

2.4. Promotion ................................................................................................................. 7

2.5. Brick-and-Mortar ..................................................................................................... 8

2.6. Online Retailers ....................................................................................................... 9

2.7. Satisfaction ............................................................................................................. 11

3. Methodology ................................................................................................................. 12

4. Data Collection ............................................................................................................. 14

4.1. Generation X Demographics .................................................................................. 17

Generation Y Demographics ......................................................................................... 20

5. Data Analysis ................................................................................................................ 21

6. Discussion ..................................................................................................................... 23

7. Conclusion .................................................................................................................... 24

References ......................................................................................................................... 26

1

1. Introduction

Online shopping allowed small companies to compete with large corporations in the

retail industry by providing an opportunity to connect consumers with products globally while

significantly reducing limitations of inventory storage. The rapid advancement of technology in

recent years further provided consumers with improvements to the convenience and security of

online shopping, such as smartphones, tablets, autofill and encrypted storage software, and

Secure Sockets Layer security. Despite the technological advancements of online shopping,

consumers continue to shop at brick-and-mortar retail stores.

The purpose of this study is to determine whether Generation X and Generation Y prefer

to shop for apparel online or at brick-and-mortar stores, to determine which channel is likely to

experience the greatest performance decline within the next five years. Specifically, this research

examines Generation X and Generation Y consumer preferences and satisfaction regarding ease

of use, convenience, experience, promotion, and consumer satisfaction of purchasing apparel

from online retailers versus brick-and-mortar retailers.

Benefitting from this research are online retailers, brick-and-mortar retailers, consumers,

clothing manufacturers, distribution companies, list service firms, advertising and marketing

agencies, and institutions of education. The benefits include data-supported knowledge of the

Generation X and Generation Y consumer preferences for purchasing clothing through online

retailers versus brick-and-mortar retailers; an improved understanding of which retail channel is

likely to experience the greatest performance decline within the next five years; comparison

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between Generation X and Generation Y shopping preferences; and decision-making

information about marketing clothing to Generation X and Generation Y.

Generation X research respondents represent digital immigrants—people who were born

before the popularization of digital technology, such as mobile devices and personal computers.

Generation Y research respondents represent digital natives—people who were born after the

popularization of digital technology.

2. Literature Review and Hypotheses

2.1. Ease of Use

According to Bagozzi and Davis (et al., 1992; et al., 1989), ease of use is designed to

explain perceived usefulness and usage intentions regarding social influence and cognitive

processes. The research team analyzed ease of use for Generations X and Y to establish a

difference in ease of use perceptions between online and brick-and-mortar shopping experiences

across generations.

To measure ease of use for generations X and Y consumers in two shopping settings,

participants were asked to respond to the following statements on a scale of one to five, with one

being strongly disagree and five being strongly agree.

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• It is easiest to find clothing/apparel while shopping online.

• It is easiest to find clothing/apparel while shopping in a store.

• I feel overwhelmed navigating clothing/apparel online stores.

• I feel overwhelmed navigating retail clothing/apparel stores.

The objectives for requesting responses for ease of use include determining which

shopping experience is perceived as easiest and which shopping experience is most often paired

with overwhelming sensations. Perception of the easiest and least overwhelming shopping

experience is likely to lead consumers away from the other experience. If the easiest shopping

experience is also overwhelming to navigate, neither online nor in-store apparel shopping prove

to be positive experiences for consumers.

Hypothesis 1: Ease of use has a positive relationship with consumer satisfaction. The

easiest and least overwhelming shopping experience will result in greater consumer satisfaction.

2.2. Convenience

Lew Brown’s article, “Convenience in Services Marketing” (2016), defines convenience

as a multidimensional construct. There are six classes of convenience—time utilization,

accessibility, portability, appropriateness, handiness, and the avoidance of a bad experience.

Brown’s article also discussed dimensions of convenience, which are time, place,

acquisition, and use. Time describes how the process will help consumers save time, including

expected hours of availability. Place involves the store location in proximity to consumers.

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Acquisition explains simplifying the buying process financially and conveniently. Use describes

the ease of use, which promotes experiential satisfaction for consumers.

The research team analyzed convenience for Generations X and Y to establish a

difference in perceptions of time-consumption and efficiency between online and brick-and-

mortar shopping experiences across generations.

To measure convenience for generations X and Y consumers in two shopping settings,



• I find it easier and more efficient to shop for clothing/apparel online.

• I find it more efficient and easy to shop in-store.

• I find it less time-consuming to shop for clothing/apparel in stores.

• I find it less time-consuming to shop for clothing/apparel online.

The objectives for requesting responses for convenience include determining which

shopping experience is perceived as most efficient and least time-consuming. Perception of the

most efficient and least time-consuming shopping experience is likely to lead consumers away

from the other experience. If the most efficient shopping experience is also the most time-

consuming, neither online nor in-store apparel shopping will prove to be positive experiences for

consumers.

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Hypothesis 2: Convenience has a positive relationship with satisfaction. The more

convenient a particular shopping experience is to the consumer, the more satisfied that consumer

will be.

2.3. Experience

Experience describes a personal instance of encountering or personally undergoing

something (Mordecai, 2014, “What's the "Meaning" in Your Market Research?”).

In marketing, experience refers to the totality of the cognitions given by perception of

understanding, observance, and remembrance. Apparel shopping might allow Generation X and

Generation Y consumers to continue the experience based on satisfaction once the task has

ended.

Customer service is an important factor when analyzing consumer shopping experiences.

Although personalized customer service is more relevant and sought after in brick-and-mortar

apparel stores, consumers have similar expectations for online apparel retailers.

The research team analyzed convenience for Generations X and Y to establish a

difference in perceptions of customer service between online and brick-and-mortar shopping

experiences across generations.

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To measure customer service for generations X and Y consumers in two shopping

settings, participants were asked to respond to the following statements on a scale of one to five,

with one being strongly disagree and five being strongly agree.

• I find online customer service to be of high quality.

• I find customer service at brick-and-mortar stores to be of high quality.

• I feel that it is a hassle to wait in lines at brick-and-mortar clothing/apparel stores.

• I find all of the online checkout steps to be a hassle.

The objectives for requesting responses for customer service include determining which

shopping experience is perceived as highest quality with minimal hassle. Perception of the

highest quality with minimal hassle customer service is likely to lead consumers away from the

other shopping experience. If the maximum quality customer service also includes the greatest

hassle, neither online nor in-store apparel shopping prove to be positive experiences for

consumers.

Hypothesis 3: Experience has a positive relationship with satisfaction. As consumer

perception increases of customer service quality, so does the level of satisfaction with the

shopping experience.

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2.4. Promotion

The definition of promotion is an activity that supports or provides active encouragement

for a cause or venture. In the article written by Drs. Leelakulthanit and Hongcharu (2012), the

creation of promotional value is discussed. The article suggests that promotions serve as an

incentive for consumers to buy products or services; therefore, when a consumer can establish a

meaning for the promotion, satisfaction increases.

The research team analyzed promotion for Generations X and Y to establish a difference

in perceptions of the most rewarding and frequent promotions between online and brick-and-

mortar apparel shopping experiences across generations.

To measure promotion for generations X and Y consumers in two shopping settings,



• I find online promotions more rewarding than in-store promotions.

• I find in-store promotions more rewarding than online promotions.

• I find more clothing/apparel sales and promotions online.

• I find more clothing/apparel sales and promotions in brick-and-mortar stores.

The objectives for requesting responses for promotions include determining which

shopping setting offers the most rewarding promotions and which shopping setting is perceived

as offering the most promotions. Perception of the shopping setting that offers the most

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rewarding promotions and which shopping setting is perceived as offering the most promotions

is likely to lead consumers away from the other shopping experience. If the shopping setting that

offers the most rewarding promotions also delivers the least number of promotions, neither

online nor in-store apparel shopping prove to be positive experiences for consumers.

Hypothesis 4: Promotion has a positive relationship with satisfaction. More rewarding

promotions and more frequent promotions lead to more satisfied consumers.

2.5. Brick-and-Mortar

The definition of a brick-and-mortar store is a traditional "street-side" business that deals

with its customers face to face in an office or store that the business owns or rents. Brick-and-

mortar stores are capable of offering a personal touch to the shopping experience and provide the

consumer with a variety of different shopping tactics that cannot be found online (Investopia

2016). Brick-and-mortar stores tend to pull in consumers who enjoy the activity of shopping for

the social aspect or the personal connections made with the apparel and brand (Investopia, 2016).

The research team analyzed aspects of brick-and-mortar apparel stores for Generations X

and Y to establish a difference in motivation across generations for choosing brick-and-mortar

apparel stores over online apparel stores.

To measure motivation for choosing brick-and-mortar apparel stores for generations X

and Y consumers, participants were asked to respond to the following statements on a scale of

one to five, with one being strongly disagree and five being strongly agree.

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• I enjoy the aspect of shopping for clothing/apparel in brick-and-mortar stores.

• I like being able to try on the clothing/apparel that I’m considering purchasing.

• I feel better about walking into stores and seeing the clothing/apparel options.

• When in a clothing/apparel store I seek help from sales representatives.

The objectives for requesting responses for brick-and-mortar apparel stores include

determining whether consumers choose this shopping setting for the enjoyment, ability to try on

the apparel before purchasing, being able to engage touch, smell, and sight senses, and for the

customer service. Consumers responding with either a four or a five for multiple statements are

likely to refrain from online apparel shopping. Consumers responding with less than a four to all

statements and those responding to only one statement with either a four or a five are more likely

to refrain from brick-and-mortar apparel shopping.

Hypothesis 5: Shopping in brick-and-mortar stores has a direct correlation/relationship

with consumer satisfaction. The better brick-and-mortar stores can meet all other factors and

needs (ease of use, experience, convenience, promotion), the more satisfied consumers will be

shopping for apparel at brick-and-mortar stores.

2.6. Online Retailers

Online retail typically consists of retailers that operate without a physical storefront.

According to Investopedia, “electronic retailing, or e-tailing, can include business-to-business

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and business-to-consumer sales. E-tailing revenue can come from the sale of products and

services, through subscriptions to website content, or through advertising” (2016).

The research team analyzed aspects of online apparel retailers for Generations X and Y

consumers to establish a difference in motivation across generations for choosing online apparel

retailers over brick-and-mortar apparel stores.

To measure motivation for choosing online apparel retailers for consumers of generations

X and Y, participants were asked to respond to the following statements on a scale of one to five,

with one being strongly disagree and five being strongly agree.

• I enjoy clothing/apparel shopping online through multiple retailers.

• I am successful at finding the clothing/apparel I need when I shop online.

• Shopping online for clothing/apparel is hindered by my lack of proficiency in technology.

• I feel comfortable clothing/apparel shopping online because of my proficiency in

technology.

The objectives for requesting responses for online apparel retailers include determining

whether consumers choose this shopping setting for the enjoyment, success at finding clothing,

and personal technological proficiency. Consumers responding with either a four or a five for

multiple statements are likely to refrain from brick-and-mortar apparel shopping. Consumers

responding with less than a four to all statements and those responding to only one statement

with either a four or a five are more likely to refrain from online apparel shopping.

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Hypothesis 6: Shopping online apparel retailers has a direct correlation/relationship with

consumer satisfaction. The better online retailers can meet all other factors and needs (ease of

use, experience, convenience, promotion), the more satisfied consumers will be shopping for

apparel through online retailers.

2.7. Satisfaction

Satisfaction is one of the most important factors when it comes to consumer’s experiences

and perceptions of all aspects of marketing. According to the article “An Investigation into the

Antecedents of Customer Satisfaction of Online Shopping,” by Syed Shah Alam and Norjaya

Mohd. Yasin, “Customer satisfaction is the ultimate result of meeting a consumer’s expectation

from the performance of products” (2010). If consumers are not satisfied with a product, service,

or experience, they are less likely to return to that business. Thus, consumer satisfaction is

something that all marketers want to achieve.

The research team has examined the level of satisfaction consumers in generations X and

Y have while shopping online or in brick-and-mortar stores. All other considered factors, such as

experience, ease of use, promotion, brick-and-mortar, and online stores, lead to consumer

satisfaction. If one or more of these factors is perceived as not meeting consumer expectations,

then the level of satisfaction will be significantly less than if expectations had been met.

Determining the level of consumer satisfaction for apparel shopping includes all of the

factors and four specific questions directly related to satisfaction. Participants were asked to

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respond to the following statements on a scale of one to five, with one being strongly disagree

and five being strongly agree.

• I would recommend online shopping for clothing/apparel to others.

• I would recommend the experience of clothing/apparel shopping in brick-and-

mortar stores.

• The clothing/apparel I purchase online is always correct when it arrives.

• The clothing/apparel that I purchase in-store is always exactly what I want.

The responses describe how satisfied consumers are with online apparel retailers and

brick-and-mortar apparel stores. The levels of satisfaction a consumer receives is dependent on

their responses to the given survey.

3. Methodology

There were several steps involved in the success of the research and the corresponding

applications towards the resolution of the team’s thesis. To start, the team devised several

research topics that could be thoroughly analyzed and had the pertinent aspect of ample

information that could be collected. After narrowing down the research topic possibilities, the

team settled on the differences between shopping online versus shopping in a physical store.

Generations Y and X were chosen in order to diversify the results and quantify the

variety within the two generations. After solidifying the research topic with a complete abstract,

the team created a quantitative model of the seven variables most pertinent to the topic.

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Following the quantitative model, the team created a series of four questions for each

variable and placed them in a single document with a Likert scale underneath each corresponding

question. The survey was equipped with 28 questions and four additional demographic questions

to arrange the collected information efficiently.

The survey was distributed to several classrooms around campus and to people we

encountered in 24 hours. In total, 103 surveys were collected—three of which did not meet the

age requirements and had to be removed from the results—50 by Generation X and 50 by

Generation Y. The results were entered into Excel under their corresponding variables.

Only the survey questions that had correlation values of 0.4 or higher were accepted,

which eliminated nearly half of the questions initially posed on the survey. The team then

proceeded to average the data collected and apply it to the results.

Next was the regression analysis, which according to Alan O. Sykes (2008), is the

statistical tool used to explain the relationships between variables. To address this, researchers

assemble data on the underlying variables. In the final stages of the research project, the

definitions of the variables were discussed, and a decision was made regarding the thesis.

The alpha scores are in the following tables for the reliability test for each generation,

allowing us to use the question number displayed in the table.

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4. Data Collection

Levels of Significance for Generation X to Brick-and-Mortar Retailers to Online Retailers

Factor Significance Relationship Factor Significance Relationship Cnv 0.108 No Cnv 0.364 No EU 0.839 No EU 0.007 Yes Exp 0.742 No Exp 0.067 No Pro 0.481 No Pro 0.313 No

to Sat Factor Significance Relationship BM 0.031 Yes OS 0.547 No

Cnv = Convenience EU = Ease of Use Pro = Promotion BM = Brick-and-mortar Retail Stores OS = Online Retail Stores Sat = Satisfaction

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Levels of Significance for Generation Y to BM to OS

Factor Significance Relationship Factor Significance Relationship Cnv 0.152 No Cnv 0.248 No EU 0.49 No EU 0.162 No Exp 0.306 No Exp 0.331 No Pro 0.025 Yes Pro 0.722 No

to Sat Factor Significance Relationship BM 0.213 No OS 0.454 No

Cnv = Convenience EU = Ease of Use Pro = Promotion BM = Brick-and-mortar Retail Stores OS = Online Retail Stores Sat = Satisfaction

Gen 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

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Gen X Relationship of Cnv, EU, Exp, Pro to Online Coefficientsa



t Sig.

B Std. Error

Beta

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

Gen X Relationship of BM, OS to Satisfaction Coefficientsa

Model Unstandardized

Coefficients Standardi

zed Coefficients t Sig

. B Std.

Error Beta

1 (Constant)

3.811 .783 4.868

.000

AVG BM

-.440 .198 -.311 -2.224

.031

AVG OS

.124 .205 .085 .607

.547

Gen Y Relationship of Cnv, EU, Exp, Pro to Brick-and-mortar Coefficientsa



t Sig.

B Std. Error

Beta

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

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Gen Y Relationship of Cnv, EU, Exp, Pro to Online Coefficientsa



t Sig.

B Std. Error

Beta

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

Gen Y Relationship of BM, OS to Satisfaction Coefficientsa



t Sig.

B Std. Error

Beta

1 (Constant)

2.140 .575 3.719

.001

AVG BM

.194 .154 .191 1.262

.213

AVG OS

.114 .151 .115 .756

.454

4.1. Generation X Demographics Statistics

Age Gender City State Ethnicity Income Generation

N Valid 50 52 52 52 52 48 52 Missing 2 0 0 0 0 4 0

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Age Frequency Percent Valid Percent Cumulative Percent

Valid 32.0 3 5.8 6.0 6.0 33.0 4 7.7 8.0 14.0 34.0 3 5.8 6.0 20.0 35.0 1 1.9 2.0 22.0 36.0 3 5.8 6.0 28.0 37.0 3 5.8 6.0 34.0 38.0 5 9.6 10.0 44.0 39.0 11 21.2 22.0 66.0 40.0 3 5.8 6.0 72.0 41.0 2 3.8 4.0 76.0 42.0 1 1.9 2.0 78.0 43.0 2 3.8 4.0 82.0 45.0 2 3.8 4.0 86.0 46.0 1 1.9 2.0 88.0 47.0 5 9.6 10.0 98.0 51.0 1 1.9 2.0 100.0 Total 50 96.2 100.0

Missing System 2 3.8 Total 52 100.0

Gender Frequency Percent Valid Percent Cumulative 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

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State Frequency Percent Valid Percent Cumulative Percent

Valid 3 5.8 5.8 5.8

AL 2 3.8 3.8 9.6 AR 1 1.9 1.9 11.5 CA 1 1.9 1.9 13.5 FL 1 1.9 1.9 15.4 GA 1 1.9 1.9 17.3 IL 1 1.9 1.9 19.2 MA 14 26.9 26.9 46.2 MD 1 1.9 1.9 48.1 ME 1 1.9 1.9 50.0 ND 10 19.2 19.2 69.2 NH 9 17.3 17.3 86.5 OR 2 3.8 3.8 90.4 PA 2 3.8 3.8 94.2 WA 1 1.9 1.9 96.2 WI 1 1.9 1.9 98.1 WY 1 1.9 1.9 100.0 Total 52 100.0 100.0

Ethnicity Frequency Percent Valid Percent Cumulative Percent

Valid 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

Income Frequency Percent Valid Percent Cumulative Percent

Valid 1.0 6 11.5 12.5 12.5 2.0 29 55.8 60.4 72.9 3.0 9 17.3 18.8 91.7 4.0 4 7.7 8.3 100.0 Total 48 92.3 100.0


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Generation Y Demographics Statistics

Age Gender City State Ethnicity Income Generation

N Valid 50 51 51 51 51 42 51 Missing 1 0 0 0 0 9 0

Age

Frequency Percent Valid Percent Cumulative Percent

Valid 19.0 5 9.8 10.0 10.0 20.0 12 23.5 24.0 34.0 21.0 14 27.5 28.0 62.0 22.0 7 13.7 14.0 76.0 23.0 2 3.9 4.0 80.0 24.0 1 2.0 2.0 82.0 25.0 1 2.0 2.0 84.0 26.0 1 2.0 2.0 86.0 27.0 2 3.9 4.0 90.0 30.0 2 3.9 4.0 94.0 31.0 3 5.9 6.0 100.0 Total 50 98.0 100.0


Gender Frequency Percent Valid Percent Cumulative Percent

Valid 1 2.0 2.0 2.0

F 30 58.8 58.8 60.8 M 20 39.2 39.2 100.0 Total 51 100.0 100.0

State Frequency Percent Valid Percent Cumulative Percent

Valid 4 7.8 7.8 7.8

CT 3 5.9 5.9 13.7 GA 2 3.9 3.9 17.6 MA 15 29.4 29.4 47.1 ME 1 2.0 2.0 49.0 ND 1 2.0 2.0 51.0 NH 20 39.2 39.2 90.2 OR 1 2.0 2.0 92.2 RI 1 2.0 2.0 94.1 UK 1 2.0 2.0 96.1 VT 2 3.9 3.9 100.0 Total 51 100.0 100.0

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Ethnicity Frequency Percent Valid Percent Cumulative 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

Income Frequency Percent Valid Percent Cumulative 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


5. Data Analysis

Generation X results were very clear. For brick-and-mortar stores there were no

significant relationships between the factors and overall connection between the in-store setting

and satisfaction. However, for the online shopping setting, the results showed that there was a

significant relationship with the factor of convenience.

Online shopping was intended for the sole purpose of convenience in the minds of

consumers. Rather than trying to find time in the day to make it to the store, it is much more

convenient for consumers to order apparel online.

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Regarding overall consumer satisfaction, there was an apparent relationship with brick-

and-mortar stores, so in other words, Generation X finds online shopping more convenient but

regarding overall satisfaction, the in-store shopping experience is more significant to them.

For Generation Y, the results as they relate to brick-and-mortar shopping, revealed a

significant relationship with the promotion. Generation Y prefers to shop in-store due to the

promotions and deals that the physical standing store offers.

Generation Y results revealed that there was not a significant relevance between online

shopping and the factors tested in the study. In other words, online shopping, in the eyes of

Generation Y is not necessarily more convenient, easier to use, a better experience or offers

better promotions.

Regarding overall consumer satisfaction as it relates to Generation Y and the types of

shopping setting, the results were not able to yield a significant relationship between the two.

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6. Discussion

Similarities are between online and brick-and-mortar stores and also among the most

prominent factors for consumers. In the process of researching how consumers react to the

differences between shopping experiences, convenience and ease of use were the biggest factors

concerning customer retention. Consumers are more likely to return to an online store or revisit a

brick-and-mortar store if the process of buying is made simple by the retailer. Similarly,

consumers need the convenience of the purchasing process to relieve the stress of everyday life

and create an air of relaxation when going through the goods and services offered by brick-and-

mortar and online stores.

Even though these two are the biggest factors, experience and promotion come into play

when consumer satisfaction is the anticipated result. If the products are highly promoted, or

promotions are available to help consumers decide when and where to shop, then they will end

up satisfied on a higher level than if the business does not have that appeal of trying to assist

consumers in their buying decisions.

The experience of shopping can lead to satisfaction if the experience is a positive one.

Some consumers like the stress-relieving activity of shopping, and this can provide a better

experience with the store, the employees, and the products and services. The more satisfied

consumers are with the experience, the more satisfied they will be at the end of the process.

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Since both Generations X and Y are constantly on the go, ease of use is the biggest factor

that could make or break an online or brick-and-mortar shopping experience. If a consumer can

leave the shopping experience satisfied while saving time and maintaining their schedule, then

they will be more likely to return to that online or brick-and-mortar store that left them satisfied.

7. Conclusion

After our research, we found that both Generation X and Generation Y preferred apparel

shopping online rather than in brick-and-mortar retail stores. Technology is advancing in the

shopping process and simplifying the way people purchase apparel.

Generation X found brick-and-mortar stores to be more satisfying when shopping for

clothes but they found online shopping more significant to their buying process. Generation Y

found promotions to be more significant when it comes to satisfaction. One surprising result

from our research was that Generation Y found online shopping to be less significant than

Generation X.

It was also discovered that experience and promotion are directly related to consumer

satisfaction. One of the best factors for analyzing shopping preferences of these generations is

ease of use because people of these generations are always on the go and time is valuable.

Possible limitations that our study had were the age of the respondents in Generation Y.

The fact that the average age of the members of Generation Y was 18 to 23 years old and were

mainly college students presents a possible limitation. College students tend not to have a lot of

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money to spend on apparel shopping so that some questions might have had less relevance to

them.

That limitation may have skewed the results indicating that Generation Y found online

shopping less significant than Generation X, who might have more money to spend on apparel.

Finally, we identified that the small sample sizes as a limitation to the accuracy of the

results. While the samples were relatively widespread regarding location, other demographics

were not as diverse. Larger samples would have likely led to more reliable results.

Overall, relevant data regarding the purchasing behavior and preferences of both

generations. Further research is highly encouraged.

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