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Title:

Consumer Purchase Behaviour of Sports Compression Garments --A study of Generation Y and Baby Boomer Cohorts

Author(s):
Rahulan, Monika; Troynikov, Olga; Watson, Chris; Janta, Marius; Senner, Veit
Abstract:
Abstract The growing trend to live a healthier lifestyle and increase quality of life is important for sportswear marketers worldwide. This study applied generational cohort theory to compare the consumer purchase behaviour of Generation Y and Baby Boomer cohorts with regard to sports compression garments. In this research, a simulation study was carried out in Germany, using eye-tracking technology. The study focused on understanding of consumer behaviour with respect to factors such as comfort...     »
Keywords:
Consumer behaviour; sportswear; compression garments; generational cohorts
Journal title:
Procedia Engineering
Year:
2013
Journal volume:
60
Journal issue:
0
Pages contribution:
163--169
Fulltext / DOI:
doi:10.1016/j.proeng.2013.07.055
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