Keyword
Store attributes, store image, store choice, behaviour, young consumers, university student, convenience sampling
Abstract
The purpose of this research was to investigate the criteria that university students follow in selecting clothing retail stores to shop from, focusing on the importance of store attributes. As clothing retail stores face tough competition, an understanding of the criteria for store attributes that students use for the selection of clothing retail stores would give these stores a competitive edge over rivals. As a result, a survey was conducted among university students at two shopping centres, one in the City of Tshwane and one in the City of Johannesburg, South Africa. The convenience sampling method was used in the study and statistical analysis in the form of descriptive statistics and parametric tests were used to analyse primary data. The quantitative data was analysed with the SPSS Version 23 software package. Internal consistency reliability of the measurement scales assessing university students' criteria for the selection of clothing retail stores was calculated by using Cronbach's alpha values. The most important criteria that students consider when choosing a clothing retail store are based on clothing retail stores' internal attributes such good brand names offered in store, quality products, and the variety of products in the clothing retail stores and environmental cleanliness of the store. The findings of this study further uncovered that a high percentage of students bought clothing from the following clothing retail stores: Mr Price, Identity, Truworths, Markhams and Edgars. Recommendations to stakeholders and future research directions are provided in this paper.
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