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Online Apparel and Accessories : Most Purchased Product Among Bulgarian and Croatian Millenials
ISSN
2223-8891
Type
conference paper
Date Issued
2013-01-09
Author(s)
Loubeau, Patricia R.
Abstract
The purpose of this study was to empirically analyze online buying behavior among Generation Y consumers in Croatia and Bulgaria. A sample of 527 surveys were completed by college students in these two countries. Findings indicated that in Croatia and Bulgaria "apparel and accessories" is the most purchased product category online, following air travel. Bulgarian and Croatian millennials are buying primarily apparel and accessories online while looking for better prices. The pursuit of better prices is the most common reason for shopping online. This may be a logical response to the high disparity between Bulgarian/Croatian and Western-European brand-name-apparel prices. Another reason may be the limited opportunities for purchasing a variety of brand names locally. The practical implications of this finding would be to develop marketing strategies and solutions for this promising emergent niche market. This is the first large sample study to examine online shopping behaviors of Bulgarian and Croatian millennials. Additionally, unlike other regions of the world, audio video purchases are one of the least purchased categories online.
Language
English
Keywords
Apparel and Accessories
Internet buying
online shopping
Generation Y
Eastern Europe
HSG Classification
contribution to practical use / society
HSG Profile Area
SHSS - Kulturen, Institutionen, Maerkte (KIM)
Refereed
Yes
Book title
IBEC 2013: The Changing Face of Globalization
Publisher
College of Business (State University)
Publisher place
San Francisco
Volume
Session 1.2.A
Start page
116
End page
123
Pages
8
Event Title
12th International Business and Economy Conference (IBEC)
Event Location
Caen, France
Event Date
09.-12.01.2013
Subject(s)
Division(s)
Eprints ID
219307