Consumer Purchase Behavior

“DECISION-MAKING STYLES OF GENERATION Y CONSUMERS IN THE PURCHASE OF FASHION APPAREL IN KEMPTON PARK”

LAWRENCE MANDHLAZI M Tech: Marketing
Dissertation submitted in fulfilment of the requirements for the degree of Magister Technologiae in the Department of Marketing, Faculty of Management Sciences, Vaal University of Technology.

Supervisor: Prof. M. Dhurup

The financial assistance of the Central Research Committee of the Vaal University of Technology towards this research is hereby acknowledged. Opinions expressed and conclusions arrived at are those of the author and are not necessarily to be attributed to the Central Research Committee.

DECLARATION

This work has not previously been accepted in substance for any degree and is not being concurrently submitted in candidature for any degree. Signed……………………………….. Date ………………………………..

STATEMENT 1 This dissertation is being submitted in partial fulfilment of the requirements for the degree of Magister Technologiae: Marketing

STATEMENT 2 The dissertation is the result of my own independent work/ investigation, except where otherwise stated. Other sources are acknowledged by giving explicit references. A bibliography is appended. Signed……………………………….. Date …………………………………

STATEMENT 3 I hereby give consent for my dissertation, if accepted, to be available for photocopying and for interlibrary loans, and for the title and summary to be made available to outside organizations. Signed………………………………… Date …………………………………

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ACKNOWLEDGEMENTS

The following persons are acknowledged in for their support and encouragement during my studies.

I deeply appreciate the guidance and patience of Prof. M. Dhurup (Dean of the Faculty of Management Sciences), my supervisor who consistently provided me with support, understanding and strong leadership to complete my studies.

I am especially grateful to Mrs Aldine Oosthuyzen for the statistical services (North-West University).

I would like to thank Dr.S.

Bibliography: 1.1 INTRODUCTION AND BACKGROUND TO THE STUDY Generation Y comprises the population of a country born between 1977 and 1994 (Neal, Quester & Hawkins, 2004:393) 1.2 STATEMENT OF THE PROBLEM The underlying determinants of how and why people shop has been a topic of study for many years when typologies of shopping styles were developed (Bakewell & Mitchell, 2003:96)