The Analysis of Yogyakarta Generation Y Female Consumer Decision-Making Styles
Abstract
Noor Izzatil Hasanah (2007) “THE ANALYSIS OF YOGYAKARTA
GENERATION Y FEMALE CONSUMER DECISION-MAKING STYLES.”
Yogyakarta: Faculty of Economics, Department of Management, International
Program, Universitas Islam Indonesia.
Generation Y are the children of generation X or people born between
years 1979 and 1995. They have been acculturated into more materialistic and
consumer culture than previous generations as s a result from proliferation of
communication technologies, mass media, international travel, and multinational
marketing campaigns. Our country, Indonesia known as the third most populated
country in the world for person aged 15-19 years old (with their spending per
week are around nine dollars), totaling about 22, 3 million youth. On the other
words they are generation Y.
In Indonesia, market segment which consists of teenager and young adult
consumers is considered as the biggest and potential target market to be served by
retailers. An understanding of Indonesian generation Y consumer behaviour,
especially their decision-making styles are very important. Because, the
generation Y consumers’ market is the future market of today’s product.
Hopefully, by understanding their consumer decision-making styles would give
benefit to corporations and retailers targeting Indonesian market.
This study tries to analyze the decision-making styles of generation Y
female consumers in Yogyakarta using forty-items of Consumer Styles Inventory
(CSI) developed by Sproles and Kendall’s (1986). Several previous studies have
investigated the applicable of CSI to determine consumer decision-making styles
around different countries (such as New Zealand, South Korea, Greece, India,
China, and German). As several studies on similar topic have been conducted in
other countries, this research is expected to provide a replicate study on the
analysis of generation Y female consumer decision-making styles toward woman
apparel products on Matahari department store in Yogyakarta, representing
Indonesia.
The primary data in this study is collected from a survey of 100
respondents in Sleman, Yogyakarta, Indonesia. The respondents evaluate the
forty-items of Consumer Styles Inventory (CSI). In further, all data are evaluated
for their validity and reliability by using both factor analysis with varimax rotation
and cronbach’s alpha reliability in order to determine the Yogyakarta generation
Y female consumer decision-making styles.
Based on the research finding and the analysis, it is found the Six-styles of
Yogyakarta generation Y female consumer decision-making styles are
novelty/fashion consciousness consumer, confused by overchoice consumer,
perfectionist consumer, habitual/brand-loyal consumer, price/value for money
consciousness consumer, and impulsive consumer.
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