Exploring clothing store preferences and intentions of Generation Y

This exploratory study aimed to investigate the relationship between demographics, shopping involvement, experiential value preferences and patronage intention in the Australian Generation Y apparel shopping context. These constructs have not been explored in the Australian setting. A study by Sullivan and Heitmeyer (2008) in the United States was used as a model for replication to determine if differences exist within the Australian context. A student convenience sample was collected for analysis (n=248). Relationships were theorised on a prior conceptual framework developed from the literature, and analysed with univariate correlation and multivariate regression techniques. Findings indicate that the relationships between the constructs can be used to explain unique variation in apparel shopping involvement, experiential value preferences and patronage intention. Demographics explained unique variation in apparel shopping involvement. Apparel shopping involvement explained unique variation in four experiential value preferences. Ultimately, two experiential value dimensions, entertainment and economic value, were significant in predicting patronage intention. This dissertation draws together the literature and links these constructs. Findings lead to several areas for future research stemming from this framework in wider contexts and in best practices. Additionally, these findings provide guidance for apparel retailing managers in designing effective experiential marketing strategies to suit their customers.