TY - JOUR
T1 - Consumer purchase behaviour of sports compression garments A study of Generation Y and Baby Boomer cohorts
AU - Rahulan, Monika
AU - Troynikov, Olga
AU - Watson, Chris
AU - Janta, Marius
AU - Senner, Veit
PY - 2013
Y1 - 2013
N2 - The growing trend to live a healthier lifestyle and increase quality of life is important for sportswear marketers worldwide. This study applied generational cohort theory to compare the consumer purchase behaviour of Generation Y and Baby Boomer cohorts with regard to sports compression garments. In this research, a simulation study was carried out in Germany, using eye-tracking technology. The study focused on understanding of consumer behaviour with respect to factors such as comfort, quality, technical attributes and methods of product promotion. It was found that Baby Boomers gave more attention to factors of quality and garment comfort, while Generation Y subjects were more interested in the aesthetic appeal of the garments as well as the technical information provided on the packaging and hang tags.
AB - The growing trend to live a healthier lifestyle and increase quality of life is important for sportswear marketers worldwide. This study applied generational cohort theory to compare the consumer purchase behaviour of Generation Y and Baby Boomer cohorts with regard to sports compression garments. In this research, a simulation study was carried out in Germany, using eye-tracking technology. The study focused on understanding of consumer behaviour with respect to factors such as comfort, quality, technical attributes and methods of product promotion. It was found that Baby Boomers gave more attention to factors of quality and garment comfort, while Generation Y subjects were more interested in the aesthetic appeal of the garments as well as the technical information provided on the packaging and hang tags.
KW - Compression garments
KW - Consumer behaviour
KW - Generational cohorts
KW - Sportswear
UR - http://www.scopus.com/inward/record.url?scp=84891696469&partnerID=8YFLogxK
U2 - 10.1016/j.proeng.2013.07.055
DO - 10.1016/j.proeng.2013.07.055
M3 - Conference article
AN - SCOPUS:84891696469
SN - 1877-7058
VL - 60
SP - 163
EP - 169
JO - Procedia Engineering
JF - Procedia Engineering
T2 - 6th Asia-Pacific Conference on Sports Technology, APCST 2013
Y2 - 18 September 2013 through 20 September 2013
ER -
