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标题：GENDER DIFFERENCES AMONGST AFRICAN GENERATION Y STUDENTS’ HEDONIC AND UTILITARIAN SHOPPING MOTIVATIONS
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作者：Riané Dalziel ; Natasha de Klerk
期刊名称：International Journal of Business and Management Studies
电子版ISSN：1309-8047
出版年度：2017
卷号：9
期号：1
页码：163-176
出版社：Social Sciences Research Society
摘要：The South African retail industry is a major industry with high public spending.As such, there is a high level of competition among retailers, pressuring marketersand retailers to gain and maintain a competitive advantage. By developing andadapting marketing strategies to target their market effectively, these marketersand retailers can differentiate themselves from their competitors. In order todevelop and adapt their marketing strategies, they need to understand and focuson the motivations behind the act of shopping. Accordingly, this paper reports ona study undertaken to determine whether there are any gender differences amongstAfrican Generation Y students’ hedonic and utilitarian shopping motivations inorder to develop marketing strategies for effectively targeting the different gendersegments in this market. In the South African context, individuals born between1986 and 2005, labelled Generation Y, account for 37 percent of the total SouthAfrican population, and the African Generation Y individuals represent 84 percentof the total Generation Y cohort. The primary data were collected by means of aself-administered questionnaire completed by a convenience sample of 404African Generation Y students enrolled at two South African registered publichigher education institutions (HEIs), situated in the Gauteng province was taken.The statistical analysis of the collected data included descriptive statistics and atwo independent-samples t-test. The results indicate that male and female AfricanGeneration Y students appear to have statistically significant different hedonicand utilitarian shopping motivations. The findings of this study contributes to thepractice of marketing by providing retailers and marketers with a betterunderstanding of both male and female African Generation Y students byexamining their hedonic and utilitarian shopping motivations, which will assist them in developing appropriate marketing strategies for effectively targeting this cohort..
关键词：Retailing; hedonic shopping motivations; utilitarian shopping;motivations; South Africa; Generation Y students