Study to play pivotal role in successfully targeting the Generation Y market segment

Annette Willemse -- Thu, 05/05/2016 - 13:01

Study to play pivotal role in successfully targeting the Generation Y market segment 

As members of Generation Y move into professional, executive, and business owner roles, researchers are eager to understand how their world-view may affect society at large and more so how this generation will shape future trends.

One such a researcher is Prof Heleneze-Tiane Marais, who during the recent Autumn Graduation Ceremony of the Vaal Triangle Campus of the North-West University (NWU Vaal) received the qualification Doctor of Philosophy in Marketing Management. In her thesis: “Effectiveness of selected marketing activities in creating brand equity in the South African clothing market amongst black Generation Y students”, Dr Marais developed and empirically tested a structural model that determined the marketing activities that influence clothing brand equity amongst black Generation Y students in South Africa.

The findings of the study reveal that the following factors influence and ultimately determine brand awareness, brand association, perceived quality, brand loyalty and overall brand equity:

  • Pricing activities
  • Product activities
  • Store image activities
  • Advertising activities

According to Prof Natasha de Klerk, the promoter of the study, the findings of this study will serve as strategy guidelines for marketers seeking to increase and improve brand equity in the South African clothing market. Moreover, the findings of this study will be of value to national and international marketing practitioners and retailers seeking to target the Generation Y market segment.

Prof Natasha de Klerk Dr Heleneze-Tiane Marais