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Journal of Global Fashion Marketing

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Generational Consumer Segments and Shopping

Process Characteristics: Baby Boomers and Echo
Boomers with Apparel Product Selection Activities
a b
Doris H. Kincade , Jihyun Kim & Fay Gibson
a
Department of Apparel , Housing, and Resource Management, Virginia Polytechnic
Institute and State University , USA E-mail:
b
Department of Textile & Apparel Technology Management , North Carolina State
University , USA E-mail:
Published online: 12 Dec 2012.

To cite this article: Doris H. Kincade , Jihyun Kim & Fay Gibson (2010) Generational Consumer Segments and Shopping
Process Characteristics: Baby Boomers and Echo Boomers with Apparel Product Selection Activities, Journal of Global
Fashion Marketing, 1:1, 19-29, DOI: 10.1080/20932685.2010.10593054

To link to this article: http://dx.doi.org/10.1080/20932685.2010.10593054

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 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 19-29 19

Generational Consumer Segments and Shopping Process Characteristics:

Baby Boomers and Echo Boomers with Apparel Product Selection Activities
：

Doris H. Kincade1)*, Jihyun Kim2), Fay Gibson3)

Abstract for the shopping process activities.

Findings from this study support the previous work place
literature that notes similarities between the segments. In this
Understanding consumers by examining their characteristics
study, age (i.e., generational segments) was not a significant
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within segments is a key activity for business success. Many

factor in explaining selection activities (i.e., try on and wait
apparel businesses use this strategic tool for focusing their
time). This finding refutes previous studies that proclaim the
promotions efforts and their assortment selections on a group
differences between the Baby Boomers and the Echo Boomers
or segment of consumers. For practitioners and academicians,
and provides support for the similarities, not differences,
two of the largest and most intriguing consumer segments in
between the two generational segments. With the similarities
the 2000s are Baby Boomers and Echo Boomers (i.e., Gen
between generational segments being identified, the differences
Ys). The Echo Boomers are the children of the Baby Boomers
found with other variables are further discussed.
or the second generation of consumers following the generation
The shopping orientation variable provided more information
of the Baby Boomers. These generational segments represent
in explaining consumers’ selection activities than the
two of the most affluent consumer groups in the market place.
generational segments. Regardless of age (i.e., generational
Many retailers and academic researchers are interested in
segment), both Echo Boomers and Baby Boomers in this
these segments, and although each segment has received some
study, who scored high on the fashionista shopping orientation
review, limited academic research has examined their apparel
factor, placed less importance on try-on activities and were
shopping behavior. Studies tend to be focused on one
less willing to wait for products.
generation but not on the comparison of the two generations
The try-on activities variable was also explained by the
and their similar or different shopping activities.
experiential shopping orientation in comparison to its lack of
The purpose of this study was to examine the influences of
differentiation with the generational segments variable.
generational consumer segments, shopping orientation, and
Consumers, regardless of age, who rated experiential activities
specific product categories on the shopping process variables.
as more important when shopping were the consumers who
Data collection resulted in 355 usable responses from Echo
wanted to try on the products.
Boomers (ages 18-24) and 180 responses from Baby Boomers
Denim was the one product category variable, in the
(ages 46-59). The respondents, for both generations, included
conceptual model, that explained try-on and wait time
three-fourths female and one-fourth male consumers. The
activities. Consumers who placed more importance on denim,
primary occupation for Baby Boomers was listed as
specifically the fit, color and styling of blue jeans, were the
professionals (53%), while the second most common
consumers who were more willing to wait for products to be
occupation was listed as homemaker (16%). More than 98% of
delivered.
the Echo Boomers were full time students.
This research has a number of implications for practitioners
Exploratory factor analysis resulted in two shopping
and for academicians. Previous research studies in several
orientation variables (i.e., fashionista and experiential). Multiple
fields have noted that consumers may react differently to
regression analyses showed that these two orientation factors
various situations according to their generational segment (i.e.,
significantly explained both segments’ shopping process
age grouping). However, the findings in this research showed
activities (i.e., wait time and try on). In contrast, the
that other variables from the model in instead of the
generational segment variable showed no significant differences
generational segment were more significant in explaining
selection activities of consumers. Because of this finding,
1) * Corresponding author: Professor, Department of Apparel, Housing, academic researchers may want to include multiple variables
and Resource Management, Virginia Polytechnic Institute and State
University, USA, Tel.: 1-540-231-7637, E-mail: kincade@vt.edu when examining or comparing generational segments. In
2) Assistant Professor, Department of Apparel, Housing, and Resource addition, marketers and retailers may wish to consider
Management, Virginia Polytechnic Institute and State University, USA, removing the age factor in their presentations and promotions
E-mail: jhkim@vt.edu
of some apparel products. In this study, these female
3) Lecturer, Department of Textile & Apparel Technology Management,
North Carolina State University, USA, E-mail: fygibson@ncsu.edu consumers were more driven by their shopping orientations
when selecting products than by their age. In another example
Ⓒ 2010 KAMS. All rights reserved.
 20 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 18-28

of practical application of the findings, retailers who design ， 。

dressing rooms and have sales staff assist customers should
realize that all consumers who are interested in shopping may
have varying opinions on trying on products and on how long 。
they will wait for a product. Retailers should not assume that ，
the younger consumer will not want to try on products or that 。
an older consumer will want to take the time to try on a
product. ： , , , ,

Keywords: Shopping, Generations, Consumer segments,

Wait-time, Try-on 1. Introduction
Target marketing that directs the focus of business efforts
on a consumer segment is a business strategy practiced by re-
tailers and other firms since the 1970s when companies real-
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ized they had to woo the customer. This marketing process in-
。 volves (a) defining a group of homogeneous consumers (i.e.,
。 market segmentation) and (b) presenting products and services
， that appeal to the chosen segment (i.e., target marketing).
。 ， Although the traditional processes have provided success for
（Y ）。 many companies, a competitive market with economic re-
。 strictions forces companies to search for ways to address better
，
the shopping habits of their current customers and to approach
， 。
new consumers. In addition to identifying the demographics of
，
consumer segments, companies also must view the process of
。
shopping through which the consumer in each segment travels.
， ：
As consumers decide what to buy (i.e., product selection), they
， ， 。
。 also decide where and how to shop (i.e., patronage).
355 180 。 Understanding what influences the shopping processes of these
。53% consumers can assist the retailers in competitive marketing and
，16% 。 98% can assist academic researchers in their study of consumers.
。 Previous research indicates that these consumer decisions result
( ， in a complex model of shopping behavior (Konuş, Verhoef,
)。 and Neslin 2008). Although the literature reveals various con-
。( ， ) sumer behavior research, many researchers in previous shop-
， 。 ping related studies concluded that additional research is need-
， ed (e.g., Keene, Wetzels, de Ruyter, and Fienberg 2004; Konuş
。 ， Verhoef, and Neslin; Venkatesan, Kumar and Ravishanker
（ ， ， ） 。 2007). In addition, few studies have examined similarities and
， 。 differences in shopping behaviors of sets of generational con-
sumer segments.
。 ， ， The purpose of this study was to combine identification of
， generational consumer segments through the exploration of
。 their shopping processes in order (a) to view these consumers
， within the context of their shopping decisions and (b) to pro-
。 ， vide information about operational shopping decisions made by
。 these consumers. Specifically, this research compared the pro-
，
files of two generations of consumers (i.e., Baby Boomers and
。 ，
Echo Boomers) to pinpoint activities within the shopping proc-
， 。
ess (i.e., try on, wait time). In addition, the variables of shop-
。
ping orientation and product category were examined for their
（ ）
influence on the shopping process.
。 ，
。 ，
。 ，
。 ，
2. Conceptual Framework
 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 19-29 21

As consumers determine what products to buy, they pass consumer shopping or retail behavior process. The focus of the
through a number of stages in a retail or shopping behavior study, exploration of the selection stage, is shown within the
process. The traditional shopping process for consumers con- bold box.
sists of three broad stages: (a) need recognition, (b) channel
and product selection, and (c) purchase (Balasubramanian,
Raghunathan, and Mahajan 2005). Some researchers expand
these three stages to five stages by (a) splitting the selection
stage into both search and alternative evaluation and (b) ex-
tending the process into the post-consumption stage. Although
researchers have focused on the selection stage, either search
or alternative evaluation or both (e.g., Balasubramanian,
Raghunathan, and Mahajan; Konuş, Verhoef, and Neslin 2008;
Venkatesan, Kumar, and Ravishanker 2007), few researchers
focused on specific products and even fewer studied a compar-
ison of generational consumer segments. In a cross category
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analysis (e.g., mortgage, books, computers), Konuş, Verhoef,

and Neslin found that consumers’ decisions at these shopping
stages were affected by several variables including age and
shopping orientation.
Fig. 1. Selection activities with predicted influences
During the selection stage, consumers begin an active search within the consumer shopping behavior process.
of the products (Eckman, Damhorst, and Kadolph 1990;
Konuş, Verhoef, and Neslin 2008; Titus and Everett 1995). The comparison of the consumers in the two generational
These studies give detail to the shopping process but are lim- segments to the shopping orientations and the product catego-
ited in sample type or are not product specific. The in-store ries of shoes and denim were tested by Kincade, Gibson and
apparel purchase decision process, as diagramed by Eckman, Kim (2008). They compared the profile of the two generations
Damhorst, and Kadolph, indicated that the second phase of the according to the other variables. Echo Boomers had higher
search stage is important for decisions on fit, appearance and levels of interest in fashion, and the fit and size of denim
styling-variables directly related to product characteristics. products and shoes. Kincade, Gibson and Kim are one of the
These characteristics can be judged by consumers as they han- few researchers to report a comparison of the two consumer
dle the product in-store, or for online or catalog shopping as segments; however, the integration of these variables into the
they evaluate pictures, text and other cues from the retail shopping process was not reported in their study. Several re-
source. Retail store operations assist the consumer in this searchers (e.g., Soopramanien and Robertson 2007) that have
phase with dressing rooms for trying on the products. The on- examined consumers (not in generational segments) have noted
line or catalog environment does not provide the consumer the need to examine consumer behavior within more aspects of
with the physical try on activity but can provide digital re- the selection process, such as is done in this study.
placements for this activity and can notify the consumer of the Understanding the profile of consumer segments within the
length of wait time until the product is shipped. These studies context of these shopping variables can provide the retailer
provide the direction for the model formation as well as the with operational information about how to best merchandise
choice of selection activities variables (see Figure 1). products to various markets and how these products can be
The model for the three stage shopping process (i.e., Need marketed with the in-store activities or have potential for on-
and Want Perception, Selection Activities, Purchase Selection) line or catalog presentations.
with details on the selection process stage was built on pre-
vious consumer shopping behavior literature (e.g., Eckman,
Damhorst, and Kadolph 1990; Konuş, Verhoef, and Neslin 3. Background Literature
2008; Titus and Everett 1995) and is shown in figure 1. The
influences on the three stage process are the consumer varia-
bles and the product categories. These influences are noted in 3.1. Generational Consumer Segments
the literature as important to determining the outcome of the
process; however, the exact variables that were selected by the Creating segments of consumers can be based on a variety
researchers have not been used in this combination in previous of criteria including demographics, psychographics and behav-
studies. Support for these choices is further detailed in the ioral characterizations. A cross-sectional approach to these mul-
background literature and in the methods section. Two consum- tiple criteria is the use of generational consumers segments.
er variables (i.e., generational consumer segments and shopping This technique of examining consumer groups categorizes con-
orientations) are shown in the dashed boxes. The flow chart sumers according to their age within brackets of a specific
on the right side of the figure shows the three stages of the time period. Each generation, in general, faces unique sets of
 22 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 18-28

environmental forces that shape their maturation at specific ers as they have been outspoken citizens, speaking out for
time periods. This process is thought to lend a similarity in women’s rights, racial equality, and women’s equity in the
traits to the members of a generation. For example, the GI workplace (Schewe 2002).
Generation, or as often labeled - The Greatest Generation ex- Marketing literature generated by research on the Baby
perienced the 1929 Depression during their childhood and Boomer spending habits indicates that the shopping by con-
World War II during their early adult years. These events sumers in this generation is directed by the female member of
framed their views of life and their subsequent behaviors. the household. These consumers like comfort in apparel, and
Other generational segments include Baby Boomers (birth years they want products that make them feel youthful and attractive
of 1946-1964), Gen Xers (birth years 1965-1977), and Echo (O’Donnell, Petrecca, and Butrymowicz 2009). Companies such
Boomers (birth years of 1978-1985) (Kincade and Gibson as Nordstrom, Bloomingdale’s, and Chico’s have created pri-
2010; Strauss and Howe 1991). vate label brands with slimming silhouettes and casual but
Extensive research, both academic and trade, based has fo- up-scale styling for this consumer (Agins 2007). At the same
cused on an in-depth analysis of single generations (e.g., time, Baby Boomers are sensitive to price and quality (Moore
Bakewell and Mitchell 2003; Wilson 2009) or on a single and Carpenter 2008).
characteristic of several generations (e.g., Norum 2003; Littrell, Baby Boomers tend to be brand loyal and will stick with a
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Ma, and Halepete 2005). Only three studies were found that brand and a style as long as it fits, performs well, and looks
compared generational consumer segments within the context of appropriate. Interest in the company’s politics, sustainability
apparel, and these were often vague in their description of the practices, and other social issues are important to these con-
segments or were focused on nonshopping activities. For exam- sumers, who remember protesting the war in Vietnam and
ple, Norum examined older and younger generations and found holding sit-ins for equal rights (Littrell, Ma, and Halepete
differences in expenditures for apparel. Fadiga, Misra, and 2005). Researchers have found that this generation is tech-
Ramirez (2005) found differences in product selections across no-savvy and uses the Internet when seeking information
generations. Additionally, Moore and Carpenter (2008) found (Wesner and Miller 2008). Because of their computer abilities,
differences in price, quality, and other market cues when ex- this generation can be similar to younger generations in use of
amining four generations of U.S. consumers. Otherwise, re- the Internet but may differ in the values they hold for its abil-
search on the comparison of these two powerful consumer seg- ities and importance to them. Therefore represent a challenge
ments is limited or fragmented, especially when comparing the to marketers in ways to reach this generation (Moore and
apparel shopping selection processes of one generation to an- Carpenter 2008).
other generation. Echo Boomers. Echo Boomers, in the mid to late 2000s,
In contrast to apparel and shopping variables, the workplace were approximately 18 to 24 years of age. The consumers in
and office-related behavior has received extensive research this generation are the children of the Baby Boomers, thus
study for generational comparisons because, in the late 2000s, their name – Echo, meaning a repeat of a previous entity.
Baby Boomers and Echo Boomers are together in various lev- These consumers are also called Millennials, Gen Ys, and
els of management positions. Extensive research in the field of Nexters. During the 2000s, this generation moved into adult-
Human Resources has examined this comparison of these two hood and began to show their spending power in the market
major generations. Major differences have been documented be- place. As the consumers in this generation mature, their effect
tween the work values and work-related behaviors between in the market place has become more prominent (Kincade and
Baby Boomers and Echo Boomers (e.g., Glass 2007; Cennamo Gibson 2010). In terms of population size, they are the second
and Gardner 2008). In contrast, Wesner and Miller (2008) dis- largest among the generations in the United States and are be-
pute these contrasts and speak to the commonalities among the ginning to grow in buying power as they climb the career
generations. These potential differences in values and resulting ladders.
behaviors, or lack thereof, may be pertinent to marketers and These consumers are often flagged as “shoppers” because of
researchers who examine the behaviors of these generations in their interest in the process of selection within shopping, the
other situations (e.g., shopping for apparel). Comparison re- amount of time they spend shopping, and their willingness to
search on purchase selection, although missing in the literature, buy brands and fads without sensitivity to quality and some-
is important as trade sources report that this parent and child times without concern for price (Moore and Carpenter 2008).
combination (i.e., Baby Boomers and Echo Boomers) often They have more discretionary income because they have fewer
shop together and share apparel items (Cohen 2007; Tyre debts than some of the older generations of consumers
2006; van Dyk 2008). (Misonzhnik 2007; Wilson 2009). These consumers expect
Baby Boomers. Baby Boomers, who in the early 2000s were many choices in products, often shop both over the Internet
approximately age 46-59, are in their peak earning years. and from brick-and-mortar stores before making their purchase
Although they may have a number of financial responsibilities, decisions, and will pay a higher price if the product appeals
they are viewed by marketers as prime market segments be- to them or is personalized for them. Although they are frag-
cause of their earning power, their varied product needs, and mented, compulsive and hard to predict, these consumers can
their interest in spending. They have been outspoken consum- be loyal customers, when the right retailers attracts them
 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 19-29 23

(Kincade and Gibson 2010; Wilson). sized by gender, body proportions and dimensions (e.g., height,
waist circumference). The fit of an apparel item is extremely
complex and is determined not only by the standards of gen-
3.2. Shopping Orientation
eral apparel acceptance but by the preferences of the wearer
Shopping orientation research in the 1990s focused on seg- and the dictates of fashion. Issues of incorrect fit and prob-
menting consumers into taxonomies using extensive inferential lems with sizing are noted in several consumer studies (e.g.,
statistics, showing consumers with clusters of personality and De Klerk and Tselepis 2007). To add to the complexity of fit,
behavioral traits. Jarrett (1996) documented that this consumer any apparel item (e.g., a simple t-shirt) with the exact same
orientation research was founded on the research of Stone in dimensions and ease on three consumers can be considered too
the mid 1950s and Darden and Reynolds in the 1970s. The tight, too loose or just right. All three decisions are correct
early orientation research divided consumers into four basic because fit is really in the perception of the wearer (Kincade
groups: price sensitive, involved, principled, and indifferent. 2008; Pisut and Connell 2007). Because of the fit issues in
These basic orientation categories continue to be recognized apparel, especially in the products of shoes and denim jeans,
and were expanded by researchers who added characterizations access to the item prior to purchase would seem to be im-
such fashion interest, service expectations, and convenience or portant to consumers (Endo and Kincade 2005; George 2006;
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time pressure to the groupings. Fashion characterizations are Im, Bayus and Mason 2003).
common when exploring research about apparel products (e.g., Because of the feel of the fabric, the potential for fit to the
Shim and Kotsiopulos 1993). Consumers who have an interest body, and the issues of trying on the product, the unique and
in fashion and are often noted as fashion leaders read fashion precarious product of apparel is compounded when examining
magazines, search fashion websites, and know fashion trend channel decisions. Consumers cannot handle or try on a prod-
information. With apparel-related research, the consumer with a uct that is in a catalog and can only examine the fabric and
fashion orientation is similar in characteristics to the tradition- fit through digital images in online shopping. Konuş, Verhoef,
ally labeled involved shopper (Jarrett 1996). and Neslin (2008) included apparel as one of seven product
With the addition of the fashion orientation, Jarrett (1996) categories that they examined in their study of multichannel
also added a category of experiential shoppers to whom prod- behavior; however, their study was not classification specific
uct offerings, retail service and retail environment are all major within the category of apparel. This study examines specific
considerations in store patronage. Issues of fashion interest and apparel products that have issues of fit and fabrication with
product involvement continue to be of interest for study unique fashion positions that are important in the early 2000s.
(Konuş, Verhoef, and Neslin 2008; McKinney 2004), especially
for fashion-related products (e.g., apparel). This study extends
this literature by looking at these shopping activities as influ-
3.4. Selection Activities
enced by the newer concept of generational consumer segments
and within the context of specific products. During the consumer shopping or retail behavior process,
consumers select the product and make other operational deci-
sions related to this selection, including operational decisions
3.3. Product Category about shopping that affect their choice of channel, because of
perceived risks and benefits (Balasubramanian, Raghunathan,
Products categories for apparel vary widely in the features,
and Mahajan 2005). Titus and Everett (1995) framed a con-
characteristics, life cycles, and raw materials. Apparel items are
sumer retail search process model that diagrams the consumer’s
well known for their exceptional and complex characteristics.
process of searching through various retail environments and
Apparel products can be gender specific, have unique size
noted that activities in this stage can be labeled as browsing.
ranges, and require numerous stock-keeping units (SKUs) in an
This work on browsing or shopping is further supported by
assortment to satisfy the demands of consumers. In addition,
the recent research of Soopramanien and Robertson (2007).
apparel products can be fashion based and are seasonal with
Browsing may be associated in many of the stages of the
short life cycles. Retailers are hesitant to stock too many
shopping process with psychological processing; however, ac-
SKUs of one type because of the markdowns needed if sales
tual behavioral or operational processes also occur during
are not realized; however, retailers worry about stocking too
browsing and include try on activities or willingness to wait
few SKUs because of stock-outs and potential loss in sales.
for product. These operational activities within selection are
Either scenario equates to reduced revenues. Although apparel
important considerations for retailers but have received limited
products are noted for their extensive potential for variance,
attention in the academic literature.
limited studies have examined the influence of product on the
Try On Activities. In the context of brick-and-mortar shop-
shopping process. This study adds that variable of product.
ping, consumers can “try on” an apparel item and usually ob-
In addition to product variety, apparel items have the unique
tain immediate possession of the item when purchasing. In
feature of fitting on the body. Some products such as t-shirts
contract, the Internet and catalog browsing allows visual and
are sold as one size fits all, but most apparel products are
mental browsing but no actual touching or trying on of a
 24 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 18-28

product. Wait time is required before the product can be phys- for specific products. This study is unique because it combines
ically possessed. Some browsers explore the product via cata- a number of underrepresented but important variables within
log or the Internet and then purchase at a brick-and-mortar the context of the shopping process and provides an examina-
retailer. This option is viable for many multi-channel retailers tion of generational consumer segments. Within the context of
but some online or catalog retailers have limited physical pres- the lack of literature, the following research questions are
ence in brick-and-mortar stores. Soopramanien and Robertson posed:
(2007) found that Internet browsers were behaviorally different
from Internet buyers and recommended further research on this The following research questions are posed to guide the study:
activity. Their work was not product specific. 1. What is the relationship among consumer variables (i.e.,
With a product that is both visually and tactilely stimulating generational consumer segments, shopping orientation),
(e.g., apparel), the question is posed as to whether this product product category (i.e., shoes, denim), and the selection ac-
is viable for catalog or Internet sales. Although sales of appa- tivity of try on?
rel through the Internet have increased, catalog sales of apparel 2. What is the relationship among consumer variables (i.e.,
remain relatively flat and both channels represent a small por- generational consumer segments, shopping orientation),
tion of the entire retail sale of apparel. As previously dis- product category (i.e., shoes, denim), and the selection ac-
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cussed some Internet retailers have sought virtual try on meth- tivity of wait time?
ods; however, catalogues remain stagnant in their approach for
consumers to try on clothing. The findings of Soopramanien To provide direction for the analysis the research questions
and Robertson (2007) posit the question of whether consumers were converted to Hypotheses for statistical testing. The fol-
vary in their try on behaviors and in their willingness to wait lowing two hypotheses were tested:
for product delivery. Understanding more about consumers, 1. Try-on activities are significantly explained by the genera-
who do not try on products, could be beneficial to academics tional consumer segments, shopping orientation, and prod-
and catalog and Internet retailers. uct category variables.
Wait time. Selecting clothing items from catalogs or from 2. Wait-time activities are significantly explained by the
online sources, requires that the consumer wait while the cloth- generational consumer segments, shopping orientation, and
ing is being selected from a warehouse and/or ordered from a product category variables.
cut and sew operation and then shipped to the consumer. This
wait time can vary from an overnight period, if the consumer
is willing to pay for special shipping, to up to six weeks for
5. Methods
products that may need to be manufactured, are back-ordered,
or are in high demand. Kincade and Gibson (2005), in a study
5.1. Research Design and Questionnaire
of consumers ages 18 to 65, found that the wait time for the
majority of consumers (54%) was 1-2 days; however, a few A survey using a multi-page questionnaire was used to col-
consumers (less than 2%) were willing to wait 5-6 days. Some lect the data from two generational consumer segments. The
consumers (36%) were unwilling to wait and wanted the prod- questionnaire was developed using previous literature on prod-
uct in the store inventory when they went shopping. Wait time uct attributes (Endo and Kincade 2005; George, 2006; Pisut
in other studies is only peripherally noted in terms of a con- and Connell 2007), shopping orientations (Jarrett, 1996; Shim
sumer’s time involvement in mass customization (e.g., and Kotsiopulos 1993), and demographics (e.g., McKinney
Anderson-Connell, Ulrich and Brannon 2002). Previous studies 2004; Shim and Kotsiopulos 1993). The products of shoes and
have either ignored this variable or have not studied the varia- denim were selected because in previous literature these are
ble in the context of a generational consumer segment noted as products with which consumers frequently have fit
comparison. problems and sometimes are purchased through mass custom-
ization and online shopping (Cho and Fiorito 2009; Endo and
Kincade 2005). In addition, denim products, especially blue
4. Research Questions and Hypotheses jeans, have been noted for their variances across generations.
The “mom” jeans” for the Baby Boomer women versus the
The purpose of the study is to provide an empirical inves- fashion forward, younger generation, “Steve Job” jeans have
tigation of generational consumer segments, shopping ori- been the subject of several articles (e.g., Binkley 2009; George
entation, and product category in relation to specified selection 2006). The generational segments were selected for their buy-
activities. Although the consumer retail buying process (i.e., ing power and impact in the market place (e.g., Kincade and
shopping) has received extensive exposure in the academic lit- Gibson, 2010). The selection activities were selected because
erature, limited academic work has examined the selection of their importance to brick-and-mortar shopping (e.g.,
stage of this process in relation to multiple consumer Balasubramanian, Raghunathan, and Mahajan 2005). Shopping
segments. In the selection process research, few studies have orientation continues to be an important variable in the liter-
focused on the operational activities of try on and wait time ature (e.g., Konuş, Verhoef, and Neslin 2008; McKinney
 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 19-29 25

2004). given.
The questionnaire was pilot tested using Echo Boomers who Data collection resulted in 355 usable responses from Echo
were not part of the final sample. Shopping orientation and Boomers (ages 18-24) and 180 responses from Baby Boomers
product attribute questions were measured using a Likert-type (ages 46-59). The respondents, for both generations, included
scale from “very important” (1) to “not important at all” (4). three-fourths female and one-fourth male consumers. The pri-
For the data analysis, the responses on this 4-point scale were mary occupation for Baby Boomers was listed as professionals
reversed to reflect the lower number indicates negative and (53%), while the second most common occupation was listed
higher number indicates positive on the importance perception as homemaker (16%). More than 98% of the students were
questions. The responses on product attributes as well as shop- full time students (see Table 1).
ping orientations were reverse-coded for further data analysis.
Additional questions about try on behavior as well as wait
5.3. Data Analysis and Limitations
time preferences were measured with multiple choice questions
using five-point interval scales. Exploratory factor analyses were performed on the items
representing the variables of shopping orientation and product
5.2. Sample and Data Collection category to determine their dimensionality and remove any
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items with high multicollinearity. The remaining variables (i.e.,

Sampling was done with a purposive sample collection using generational consumer segments, try on and wait time) were
a cluster technique. Clustering with purposive selection can en- used as single item response variables. The conceptual model
sure the selection of participants that fit the criteria for the for the study (see Fig. 1) was tested using SPSS 17.0 for
study (Creswell 1994; O’Loughlin and Szmigin 2005; Zelin multiple regression analysis with the stepwise method. Using
and Stubbs 2005). For this study, participants needed to be survey data with a purposive sample has two limitations: the
consumers who were the correct ages for the targeted biases from common method data collection and the biases
segments. The questionnaires were given to students at two from a nonrandom sample.
major U.S. universities, using both freshmen and senior level
classes – including some diversity while assuring the age cri-
teria for Echo Boomers. In addition to answering the ques- 6. Findings
tionnaire about their own shopping process, students were of-
fered extra credit for having a Baby Boomer, frequently a pa-
rent, also answer a questionnaire. Prior to data collection, the 6.1. Shopping Orientation and Product Category
human subjects review was processed and IRB approval was Factor Analyses
Table 1. Summary of sample demographic characteristics To avoid problems associated with multicollinearity, loadings
of 0.50 or higher on one factor and cross-loadings less than
Variables Frequency Percentage (%)
0.40 on any other factor were the criteria for retaining items
Echo bommers (18-24 years old) 355 66.4
Age (Hair, Tatham, Anderson, and Black 1998). Eigenvalues of 1.0
Baby boomers (46-59 years old) 180 33.6 or higher were used as another criterion for factor retention
Male 126 23.6 (Malhotra, 2009). From this analysis, two shopping orientations
Sex Female 401 75.0 emerged and were labeled as fashionista and experiential (see
Missing 8 1.5 Table 2). These factors are similar to orientations found in
Some high school 8 1.5 previous literature (e.g., McKinney 2004: Shim and Kotsiopulos
High school graduate 25 4.7
Some college 327 61.1 Table 2. Factor analysis results for shopping orientation items
Education
College degree 124 23.2 % of Cronbach’s
Factor Eigen-
Graduate or other advanced degree 50 9.3 Factor Item - Importance of: variance alpha
Loadings values
explained coefficients
Missing 1 0.2 Having something
.797
Professional 104 19.4 different from others
Brand of the apparel
Managerial 35 6.5 Fashionista .806 2.02 33.61 .75
item
Technical 17 3.2 Obtaining the latest
.781
fashion trend
Retired 4 0.7
Seeing yourself in the
Employment Homemaker 30 5.6 .837
item
Student 303 56.6 Experiential Trying on the item .859 1.86 30.99 .68
Feeling the fabric of the
Not currently emplyed 17 3.2 .525
item
Other 24 4.5 Total variance explained 64.59
Missing 1 0.2
 26 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 18-28

1993). In addition, two product attribute factors emerged from power (beta generational= -.40, t= -87, p=.39; beta shoe= -.02, t=
the data and were labeled: shoe and denim (see Table 3). -.37, p=.72; beta denim= .09, t= 1.78, p= .08, respectively).
The fashionista orientation included items related to the lat- Thus, partial support for the research question 1 was found.
est fashion trend and the importance of being in the forefront
of fashion. The experiential orientation factor showed high lev-
6.3. Relationships among Consumer and Product
els of involvement with products and the shopping process.
The respondents scoring high on this factor indicated that han- Variables with Wait Time Activities (H2)
dling the product and trying on clothing products were very
In the testing of the relationships among consumer variables
important browsing or product selection activities for them.
(i.e., generational segments and shopping orientation), product
variables (i.e., shoe, denim), and wait time activities while
Table 3. Factor analysis results for product category items
shopping, the overall model was significant (F = 9.85, df = 2,
Factor Eigen-
% of Cronbach’s p < .001) using stepwise regression analysis (see Table 5).
Factor Item – Importance of: variance alpha
Loadings values
explained coefficients The consumer variables and product variables were entered in-
Fit of a pair of sneakers .54 to the regression analysis as independent variables. Within this
Shoe 1.48 18.46 .66
overall model, the fashionista shopping orientation and the den-
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Fit of dress shoes .92

Style of denim jeans .71 im product factor were significantly related to wait time (beta
Denim Color for denim jeans .75 2.72 34.01 .67
fashionista = -.11, t = -2.32, p < .05; beta denim = .23, t =
Fit for denim jeans .51
Total variance explained 40.13 4.72, p < .001). The shopping orientation factor of fashionista
and the denim product factor were retained in the model and
The shoe attribute factor showed the importance that re- explained 4% of the total variance in wait time activities while
spondents, when browsing, placed on the fit of shoes. The shopping. Generational segments (i.e., the two age groups), the
denim attribute factor measured importance of color fit and experiential shopping orientation, and the shoe factor were ex-
style of jeans. Scores for the items in each factor were aver- cluded from the model due to their insignificant explanatory
aged to form research variables for further analyses. power (beta generational segment = -.003, t = -.06, p = .95; beta expe-
riential = .04, t = .84, p = .40; beta shoes = -.01, t = -.21, p =
.83, respectively). Thus, partial support for the research ques-
6.2. Relationships among Consumer and Product tion 2 was found.
Variables with Try On Activities (H1)
Table 5. Step-wise regression analysis results for wait-time activities
In the testing of the relationships among consumer variables
Standardized
(i.e., generational segments and shopping orientation), product Independent variables
coefficient (beta)
t-values p-values
variables (i.e., shoe, denim), and try on activities while shop- Generational consumer segments -.003 -.06 .95
ping, the overall model was significant (F = 9.74, df = 2, p < Fashionista .11 -2.32 < .05
.001) using stepwise regression analysis (see Table 4). The Experiential .04 .84 .40
Shoe -.01 -.21 .83
consumer variables and product variables were entered into the
Denim .23 4.72 < .001
regression analysis as independent variables. Within this overall
model, two factors were significantly related to try-on
activities. The fashionista factor was negatively related to
try-on (beta fashionista = -.15, t = -3.44, p < .001) and the expe- 7. Discussion, Conclusions, and Implications
riential factor was positively related to the try-on activities (be-
ta experiential = .40, t = 9.37, p < .001). The two shopping ori- Previous literature on generational segments (i.e., two age
entation variables, fashionista and experiential, were retained in groups) was mixed in the findings about differences between
the model and explained 14% of the total variance in try-on the segments. Much literature, trade and academic, has in-
activities while shopping. The generational segments (i.e., the dicated that consumers in one generational segment would be-
two age groups) and the shoe and denim factors were ex- have differently from those in the other segment. However, re-
cluded from the model due to their insignificant explanatory cent workplace research indicates that the similarities between
the segments are more important than the differences (Wesner
and Miller 2008). Findings from this study support the pre-
Table 4. Step-wise regression analysis results for try-on activities
vious work place literature that notes similarities between the
Independent variables
Standardized
t-values p-values
segments. In this study, age (i.e., generational segments) was
coefficient (beta) not a significant factor in explaining selection activities (i.e.,
Generational consumer segments -.40 -.87 .39
Fashionista -.15 -3.44 < .001
try on and wait time). This finding refutes previous studies
Experiential .40 9.37 < .001 that proclaim the differences between the Baby Boomers and
Shoe -.02 -.37 .72 the Echo Boomers and provides support for the similarities,
Denim .09 1.78 .08
 D. H. Kincade, J. Kim, F. Gibson / Journal of Global Fashion Marketing 1-1 (2010) 19-29 27

not differences, between the two generational segments. With ment were more significant in explaining selection activities of
the similarities between generational segments being identified, consumers. Because of this finding, academic researchers may
the differences found with other variables are further discussed. want to include multiple variables when examining or compar-
The shopping orientation variable provided more information ing generational segments. In addition, marketers and retailers
in explaining consumers’ selection activities than the genera- may wish to consider removing the age factor in their pre-
tional segments. Regardless of age (i.e., generational segment), sentations and promotions of some apparel products. In this
Echo Boomers and Baby Boomers in this study, who scored study, these female consumers were more driven by their
high on the fashionista shopping orientation factor, placed less shopping orientations when selecting products than by their
importance on try-on activities and were less willing to wait age. In another example of practical application of the find-
for products. This finding supports the image that the fashion- ings, retailers who design dressing rooms and have sales staff
ista or the fashion involved consumer is more interested in be- assist customers should realize that all consumers who are in-
ing fashion forward immediately and being the first to have terested in shopping may have varying opinions on trying on
new items (Konuş, Verhoef, and Neslin 2008; McKinney products and on how long they will wait for a product.
2004). Waiting for items would not fit with this immediacy Retailers should not assume that the younger consumer will
behavior. According to the findings, the desire for fashion and not want to try on products or that an older consumer will
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the “look” negates the need to try on a product and overrides want to take the time to try on a product.
concerns for fit of products, a primary component of the shoes
and denim factors. These consumers would be good shoppers
for online retailers who can carry the latest fashions and ship 8. Future Research
them overnight; otherwise this consumer will shop local re-
tailers who have the product in-stock. This research examined the two largest consumer segments
The try-on activities variable was also explained by the ex- currently shopping in the marketplace. Although these are the
periential shopping orientation in comparison to its lack of dif- most financially powerful generational segments, other segments
ferentiation with the generational segments variable. Consumers, do exist and should be examined. In addition, the product cat-
regardless of age, who rated experiential activities as more im- egories of shoes and denim (i.e., jeans), although important in
portant when shopping were the consumers who wanted to try current styling, are but two of the thousands of apparel prod-
on the products. These consumers would be the ones that need ucts that are sold in the market place. Thus, other product cat-
dressing rooms in retail stores, perhaps would respond to help- egories could be examined.
ful sales associates who would assist with the try on activities, The sample in this study was selected purposely and with
and would be candidates for the avatar and other simulated some limitations as to diversity beyond the criteria of age.
try-on technology in online shopping (e.g., 3-D virtual model). Additional studies using a broader sample or with samples
Catalog companies may reach these consumers by having their drawn from other regions or nations could validate the findings
customer service assistants who will measure, evaluate and oth- for these two generational segments. Suggestions for other
erwise “try on” the products while giving descriptions via the studies also include examination of other shopping activities
telephone or email. and use of interviews to explore the reasons why the variables
Denim was the one product category variable, in the con- are significant to these consumers.
ceptual model, that explained try-on and wait time activities in
the conceptual model. Consumers who placed more importance (Received: Dec. 15, 2009)
on denim, specifically the fit, color and styling of blue jeans, (Revised: Feb. 05, 2010)
were the consumers who were more willing to wait for prod- (Accepted: Feb. 23, 2010)
ucts to be delivered. Indications from this study are that some
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