oa Journal of Contemporary Management - Key drivers that influence store choice in the contemporary Gauteng apparel retail market

Volume 16 Number 2
  • ISSN : 1815-7440



The purpose of this article is to explore apparel store choice behaviour of female Generation Y student shoppers and analyse factors that influence their choice of apparel store. Generation Y female consumers have been identified as an important segment, particularly for apparel. A total of 370 Generation Y female students provided usable responses to the survey. Structural Equation Modelling (SEM) was used to examine the research aim. The results revealed that store atmosphere, sales personnel and availability of merchandise influence apparel store choice. The study has practical implications for apparel retailers targeting female consumers and suggests how they can improve store atmosphere to enhance the shopping experience, ensure that sales personnel are friendly, supportive and knowledgeable, and ensure the right merchandise is available to avoid customer switching and negative word-of-mouth. The results of this study, while not generalisable, offer important insights for apparel stores and apparel marketers targeting female Generation Y consumers.

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