Abstract
In the present post-modern era, Generation Y female students are faced with a discerning process of selecting the optimum apparel retail store to be loyal to and from which to buy clothing products. Therefore, the active store choice decision is conceptualized as the difficulty of determining someplace and when and where to shop. The main objective of the study was to examine the relationship between social risk, buying behavior and store choice within the apparel retail industry. The study is positioned within a post-positivism quantitative paradigm and adopts a cross-sectional survey approach collecting data from 400 conveniently selected university students. Scale purification was done through pre-testing and pilot testing. Through multiple regression analysis, the results show that social risk and buying behavior significantly influences retail store choice in an apparel retail setting. The findings indicated that there is a positive and significant association between perceived social risk, buying behavior and retail store choice. Based on the outcomes of the study, recommendations were suggested to retail managers to develop retailing strategies that charm the female Generation Y consumers. In addition, limitations and future research directions are referred to.
Highlights
A clear understanding of why customers choose a certain store over others has become a major objective of retail strategists and researchers (Muzondo & Mutandwa, 2011). Zulqarnain, Zafar and Shahzad (2015) concur that the study of how consumers choose retail stores and what drives their store choice is an indispensable contribution to the retail sector
It can be noted that there is a paucity of empirical literature on perceived social risk, buying behavior and retail store choice decisions of Generation Y female students, the main objective of this study is to clear this gap in knowledge
It is imperative for apparel retailers to inculcate an appreciation of how perceived social risk and buying behaviour influences store selection to apparel consumers
Summary
A clear understanding of why customers choose a certain store over others has become a major objective of retail strategists and researchers (Muzondo & Mutandwa, 2011). Zulqarnain, Zafar and Shahzad (2015) concur that the study of how consumers choose retail stores and what drives their store choice is an indispensable contribution to the retail sector. Du Plessis and Rousseau (2003) as well as Cooper (2010) supports Du Plessis and Rousseau (2003) assertion that consumers are challenged with decisions regarding the store choice as well as the products and services they buy daily. Since consumers are frequently uncertain about the consequences of their store and purchase decisions, they perceive a certain degree of risk when making a retail store choice. Faarup (2010) describes social risk as the kind of risk that refers to how the reference group will observe the choice of retail store and the purchasing of a specific product. A consumer can experience a low self-esteem if their social group, family and friends do not favorably perceive the reputation of the store (Amin & Mahasan, 2014)
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