A Comparative Study on the Consumer Behaviour of Gen X, Y and Millennials in Buying Fashion Clothing

Authors

  • Thea Vivien Bajamonde
  • David Kenneth Balajadia
  • Renn Irvin Eusebio
  • Monique San Juan

Keywords:

Generation X, Y, Millenials, consumer behaviour, fashion clothing

Abstract

Members of Generation X, people born from 1965 to 1976, are often described as cynical or disaffected. Generation Y, those born from 1976 to 1994, are known as echo boomers because they are the children of baby boomers or those born during the period of increased birth from 1946 to 1964. The Millennials, born from 1994 to 2000 grew up in an electronics-filled, increasingly online,and socially networked world. Millennials tend to be tolerant of difference and very confident. This research aimed at determining the consumer behaviour of Gen X, Gen Y,and Millennials in buying fashion clothing. Quantitative method was used in this research. Data was gathered through survey questionnaires to help determine the consumer buying behaviour of the different generations in terms of psychological, social,and personal factors. Fifty respondents for each generation were surveyed and statistical analysis was applied to determine if there is any significant difference among the three generations. The research revealed that there is significant difference in the consumer buying behaviour of the three generations towards fashion clothing. The researchers recommend the use of differentiated marketing wherein there will be different marketing strategies for each segment of the market.

Published

2017-12-18