A Comparative Analysis of Generation Y and Generation X Buying Behaviour – A Case Study of Female Fast Fashion (2020)

Generation Y and Generation X Buying Behaviour Dissertation – The UK fashion industry has significantly evolved, notably over the last 25 years. The changing dynamics of the fashion industry have forced retailers to desire low cost and flexibility in design, quality, and speed to market, key strategies to maintain a profitable position in a more evolving and demanding market arena. With the fast fashion industry thriving and the emergence of new fast fashion brands yearly, the researcher has a keen interest of how and why consumers purchase particular clothing items and what the key driving factors are.

The study of consumer behaviour is also important as it is central to the marketing concept in the need for an organisation. It is vital that marketers understand the factors that shape and influence human behaviour within different places. They have to appreciate and recognise how consumers respond to various aspects of their offerings.

Moreover, this study is unique as the implementation of a case study of female fast fashion will help fashion marketers when marketing towards specific age groups. It will aid them when creating advertising campaigns and promotional events of clothing to target particular generations and customers.

Dissertation objectives

  • To analyse the stages in the decision -making process in relation generation Y and generation X
  • To understand the micro-view and macro-view factors which influence the two generations buying behaviours
  • To recommend future consumer female fast fashion trends

  • 12,000 words – 82 pages in length
  • Excellent use of literature
  • Excellent analysis of subject area
  • Well written throughout
  • Includes survey questions
  • Ideal for marketing students

1 – Introduction
Dissertation Purpose
Dissertation Aim
Dissertation Objectives
The Two Generations
Female Fast Fashion: Background
Dissertation Outline

2 – Literature Review
Engel-Kollat-Blackwell Model
Social Influences (Generation Y)
Brand Loyalty (Generation Y)

3 – Research Design and Methods
Research Strategy
Mixed Method Research
Qualitative Research

4 – Results and Data Gathered
Respondents category
How do you source fast fashion brands?
Consumer Buying Behaviour Survey

5 – Analysis and Conclusion
Examining future trends in female fast fashion
Being Digital



Generation Y and Generation X Buying Behaviour Dissertation
Generation Y and Generation X Buying Behaviour Dissertation

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