publication . Thesis . 2013

Importance of clothing brands on the purchasing decisions of Generation Y in the Vaal Triangle area

Mothapo, Moshibudi Nancy;
Open Access English
  • Published: 01 Jan 2013
  • Publisher: North-West University
  • Country: Bangladesh
Abstract
MCom (Business Management), North-West University, Vaal Triangle Campus, 2014 This study focuses on the importance of clothing brands on the purchasing decisions of Generation Y individuals. The research concentrates specifically on university students aged between 17 to 26 years, located in the Vaal Triangle Area. This study aims to determine if this group of Generation Y members are brand conscious in their choices of clothing brands and what influences or motivates them to buy clothing brands. The findings suggest that Generation Y students are brand conscious, in that the right choice of clothing helps them create an image and identity for themselves. Peer a...
Subjects
free text keywords: Brands, Advertising, Endorsement of clothing, Generation Y, Peer influence
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