Generation Y shoppers represent a significant percentage of the population, are recognized as an important and distinctive market segment, and demonstrate differences in shopping styles as compared to previous generational cohorts (Pentecost and Andrews, 2010; Bakewell and Mitchell, 2003, TRU, 1999), yet there is a lack of extant patronage research specific to the cohort. While initial steps to understand Generation Y shoppers have been taken (e.g., Seock and Bailey, 2008; Carpenter, Moore, Turner and Joshi, 2005), few extant studies move forward to empirically link shopping orientations to specific patronage behaviors among Generation Y shoppers. This study explores shopping orientations, desired retail attributes and retail format choice among a sample of Generation Y apparel shoppers in the U.S. (N = 215). The research links shopping orientations (e.g., price consciousness, brand/fashion consciousness, brand loyalty) and important retail attributes (e.g., sales staff, atmosphere, service, pricing, product selection, location) to retail format choice within eleven distinct retail formats (upscale department stores, traditional department stores, value department stores, specialty stores, specialty fast fashion stores, discounters, off-price stores, factory outlets, Internet only retailers, mail order catalogs, and television shopping). The findings provide guidance to both academics and retailers with regard to approaching and attracting Generation Y shoppers.
","abstract_html":"<p>Generation Y shoppers represent a significant percentage of the population, are recognized as an important and distinctive market segment, and demonstrate differences in shopping styles as compared to previous generational cohorts (Pentecost and Andrews, 2010; Bakewell and Mitchell, 2003, TRU, 1999), yet there is a lack of extant patronage research specific to the cohort. While initial steps to understand Generation Y shoppers have been taken (e.g., Seock and Bailey, 2008; Carpenter, Moore, Turner and Joshi, 2005), few extant studies move forward to empirically link shopping orientations to specific patronage behaviors among Generation Y shoppers. This study explores shopping orientations, desired retail attributes and retail format choice among a sample of Generation Y apparel shoppers in the U.S. (N = 215). The research links shopping orientations (e.g., price consciousness, brand/fashion consciousness, brand loyalty) and important retail attributes (e.g., sales staff, atmosphere, service, pricing, product selection, location) to retail format choice within eleven distinct retail formats (upscale department stores, traditional department stores, value department stores, specialty stores, specialty fast fashion stores, discounters, off-price stores, factory outlets, Internet only retailers, mail order catalogs, and television shopping). The findings provide guidance to both academics and retailers with regard to approaching and attracting Generation Y shoppers.</p>","abstract_has_math":false,"creators":["Zhang, Bopeng"],"institution":null,"degree_name":"M.S.","degree_level":"Campus Access Thesis","degree_discipline":"Retailing","degree_department":null,"school":null,"contributors":["Jason M. Carpenter"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2010,"date_issued":"2010-01-01T08:00:00Z","date_published":"2010-01-01T08:00:00Z","updated_at":"2026-07-24T04:36:56Z","subjects":["Business","Sales and Merchandising","Apparel","Generation Y","Retail attributes","Retail format choice","Shopping orientations","U.S. retail industry"],"languages":[],"rights":["© 2010, Bopeng Zhang"],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://scholarcommons.sc.edu/etd/428","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Jason M. Carpenter"]},{"key":"dc:creator","label":"Author","values":["Zhang, Bopeng"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"thesis:degree_discipline","label":"Discipline","values":["Retailing"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Campus Access Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["M.S."]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["Business","Sales and Merchandising","Apparel","Generation Y","Retail attributes","Retail format choice","Shopping orientations","U.S. retail industry"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:rights","label":"Dc Rights","values":["© 2010, Bopeng Zhang"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://scholarcommons.sc.edu/etd/428"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["Generation Y shoppers represent a significant percentage of the population, are recognized as an important and distinctive market segment, and demonstrate differences in shopping styles as compared to previous generational cohorts (Pentecost and Andrews, 2010; Bakewell and Mitchell, 2003, TRU, 1999), yet there is a lack of extant patronage research specific to the cohort. While initial steps to understand Generation Y shoppers have been taken (e.g., Seock and Bailey, 2008; Carpenter, Moore, Turner and Joshi, 2005), few extant studies move forward to empirically link shopping orientations to specific patronage behaviors among Generation Y shoppers. This study explores shopping orientations, desired retail attributes and retail format choice among a sample of Generation Y apparel shoppers in the U.S. (N = 215). The research links shopping orientations (e.g., price consciousness, brand/fashion consciousness, brand loyalty) and important retail attributes (e.g., sales staff, atmosphere, service, pricing, product selection, location) to retail format choice within eleven distinct retail formats (upscale department stores, traditional department stores, value department stores, specialty stores, specialty fast fashion stores, discounters, off-price stores, factory outlets, Internet only retailers, mail order catalogs, and television shopping). The findings provide guidance to both academics and retailers with regard to approaching and attracting Generation Y shoppers.
"]},{"key":"dc:title","label":"Title","values":["Shopping Orientations, Retail Attributes and Retail Format Choice Among Generation Y Apparel Shoppers"]}]}],"canonical_facts":{"dc:contributor":["Jason M. Carpenter"],"dc:creator":["Zhang, Bopeng"],"dc:description.abstract":["Generation Y shoppers represent a significant percentage of the population, are recognized as an important and distinctive market segment, and demonstrate differences in shopping styles as compared to previous generational cohorts (Pentecost and Andrews, 2010; Bakewell and Mitchell, 2003, TRU, 1999), yet there is a lack of extant patronage research specific to the cohort. While initial steps to understand Generation Y shoppers have been taken (e.g., Seock and Bailey, 2008; Carpenter, Moore, Turner and Joshi, 2005), few extant studies move forward to empirically link shopping orientations to specific patronage behaviors among Generation Y shoppers. This study explores shopping orientations, desired retail attributes and retail format choice among a sample of Generation Y apparel shoppers in the U.S. (N = 215). The research links shopping orientations (e.g., price consciousness, brand/fashion consciousness, brand loyalty) and important retail attributes (e.g., sales staff, atmosphere, service, pricing, product selection, location) to retail format choice within eleven distinct retail formats (upscale department stores, traditional department stores, value department stores, specialty stores, specialty fast fashion stores, discounters, off-price stores, factory outlets, Internet only retailers, mail order catalogs, and television shopping). The findings provide guidance to both academics and retailers with regard to approaching and attracting Generation Y shoppers.
"],"dc:identifier":["https://scholarcommons.sc.edu/etd/428"],"dc:rights":["© 2010, Bopeng Zhang"],"dc:subject":["Business","Sales and Merchandising","Apparel","Generation Y","Retail attributes","Retail format choice","Shopping orientations","U.S. retail industry"],"dc:title":["Shopping Orientations, Retail Attributes and Retail Format Choice Among Generation Y Apparel Shoppers"],"thesis:degree_discipline":["Retailing"],"thesis:degree_level":["Campus Access Thesis"],"thesis:degree_name":["M.S."]},"updated_at":"2026-07-24T04:36:56Z"}