PERCEIVED SOCIAL RISK AND BUYING BEHAVIOUR ON APPAREL RETAIL STORE CHOICE AMONG GENERATION Y FEMALE STUDENTS

Abstract

Shopping at the right store with the right social reputation may be essential for many customers. As such, store choice has become an area of concern for the retailer, with no clear verdict as to what drives customers in the selection of a store. The primary objective of the current study was to determine the influence of perceived social risk and buying behaviour on retail store apparel choice among Generation Y female students in southern Gauteng, South Africa. The sample frame for the study included Generation Y students from North-West University and Vaal University of Technology in southern Gauteng, South Africa. A non- probability convenience sampling procedure was utilised and data from 370 completed questionnaires were analysed. In addition, pre-testing and pilot testing preceded the main survey. Managerial implications of the findings, recommendations, limitations and future research directions are alluded to in this paper

Keywords

• Apparel, perceived social risk, buying behaviour, retail store choice, Generation Y female students

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