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They also have a more optimistic viewpoint and are more socially conscious and open to new experiences (Truman 2007).Additionally, they display the need to be in constant connection and communication with their peers (Cortes 2004).

& Mandhlazi, L., 2014, ‘Shopper typologies amongst a Generation Y consumer cohort and variations in terms of age in the fashion apparel market’, Acta Commercii 14(1), Art. Consequently, a need exists to investigate behavioural issues pertaining to this age cohort on a continuous basis.

The Kruskal-Wallis test was used to examine the influence of age on the identified shopper typologies.

Findings: The study identified seven shopper typologies that are applicable to the Generation Y cohort.

This can be attributed to the fact that individuals in this age group are in the marketplace in great numbers and have purchasing power that surpasses that of any other group of consumers (Morton 2002).

Generation Y individuals have grown up in a consumption-driven contemporary society and have more money at their disposal than any teen group in history (Kennedy 2001).

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