Consumer behavior of generational cohorts for compression sportswear

Monika Rahulan, Olga Troynikov, Chris Watson, Marius Janta, Veit Senner

Research output: Contribution to journalArticlepeer-review

32 Scopus citations


Purpose: The purpose of this paper is to understand the difference in purchase decision behavior of compression sportswear by Baby Boomers and Generation Y. Design/methodology/approach: Two methods were used for data collection: a simulation study with 17 Baby Boomers and 23 Generation Y subjects using eye-tracking technology; and a questionnaire from a sample of 82 Baby Boomers and 84 Generation Y consumers. Findings: Generation Y are more inquisitive and focus greatly on technical information. Baby Boomers are more confident with their choices, taking a shorter time to reach a purchase decision; they are more concerned with aspects that protect the wearer. Research limitations/implications: Limited demographic information was collected from participants in the simulation study, further research is required in this area. Practical implications: This study provides important insights into the purchase decision behavior of Baby Boomers and Generation Y for compression sportswear. By providing better understanding of some of the key drivers for purchase decisions it enables marketers to develop more effective marketing plans to engage with these important consumer groups. Social implications: The focus and findings of this study provide further understanding of the motivations of two significant consumer cohorts. This study provides further momentum to the body of cohort research already available. Originality/value: This study addresses a gap in literature with reference to the comparison of consumer behavior of generational cohorts when purchasing compression sportswear. Findings can be applied in other areas of sportswear and to other countries.

Original languageEnglish
Pages (from-to)87-104
Number of pages18
JournalJournal of Fashion Marketing and Management
Issue number1
StatePublished - 9 Mar 2015


  • Baby boomer
  • Compression sportswear
  • Consumer behaviour
  • Eye-tracking
  • Generational cohort
  • Purchase decision behavior


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