The Topic of Study Was the Buying Behaviour of Generation Y Consumers in Northern Ireland in Relation to Fashion Goods.
The topic of study was the buying behaviour of Generation Y consumers in Northern Ireland in relation to fashion goods. Electronic databases were searched to find Journals which were relevant to the topic area being studied. Business source premier and Sage were the two Databases used in this instance. The keywords used to find relevant journals were ‘Bricks and Mortar’, ‘Click’, ‘Generation Y’, ‘buying behaviour’ and ‘fashion goods’. 5 relevant Journals were found in relation to the topic of study. There is a gap in the literature for research on the buying behaviour of consumers in Northern Ireland therefore other studies were used to find information on the research topic. The research was all based on college students in the U.S and one study was in Korea. The five research journals all used the same methodology, they all use questionnaires to find out about the buying behaviour of Generation Y consumers. The themes I used throughout this review were ‘Generation Y Trends’, ‘Bricks and Mortar’ and the ‘Economic Recession’ as they were the major themes used throughout the five research Journals.
Generation Y trends:
According to Belleau and Summers (2007: page 244) there are ‘approximately 60 million members of generation Y consumers...in the marketplace.’ Lodes and Buff found that there were no trends in relation to the demographics of the respondents and the buying behaviour of Generation Y consumers. Lodes and Buff state that there is ‘no significant gender differences in overall brand loyalty’ (2009: page 132) Goldsmith and Flynn also state that (2005: page 275) ‘there was no significant association between sex, race, income socio-economic status’ and buying behaviour. Although the other three journal articles lack the information with regards to the trends in demographic and the buying behaviour in the market place.
Kim & Knight & Pelton (2009: page 248) states that ‘Students aged 19-25 represent a subgroup of Generation Y whose
Generation Y trends:
According to Belleau and Summers (2007: page 244) there are ‘approximately 60 million members of generation Y consumers...in the marketplace.’ Lodes and Buff found that there were no trends in relation to the demographics of the respondents and the buying behaviour of Generation Y consumers. Lodes and Buff state that there is ‘no significant gender differences in overall brand loyalty’ (2009: page 132) Goldsmith and Flynn also state that (2005: page 275) ‘there was no significant association between sex, race, income socio-economic status’ and buying behaviour. Although the other three journal articles lack the information with regards to the trends in demographic and the buying behaviour in the market place.
Kim & Knight & Pelton (2009: page 248) states that ‘Students aged 19-25 represent a subgroup of Generation Y whose