Abstract

MUSASA, Tinashe; KANYEPE, James  and  TLAPANA, Tshepo. Demographic-induced differences in selected South African millennial shoppers' decision-making styles. JCMAN [online]. 2025, vol.22, n.1, pp.1-25. ISSN 1815-7440.  https://doi.org/10.35683/jcm24-008.299.

PURPOSE OF THE STUDY: This study aims to ascertain demographic-induced differences in South African millennial shoppers' decision-making styles. Particularly, the study seeks to establish the decision-making styles of millennial shoppers from Durban, South Africa. DESIGN/METHODOLOGY/APPROACH: The study employed a quantitative approach and collected data through a non-probability sampling technique wherein 320 millennial shoppers from Durban, South Africa, successfully participated in the investigation. Exploratory factor analysis, multivariate, univariate, and post-hoc testing were used to analyse the study results. FINDINGS: The findings affirm distinctions in how millennials make decisions based on varying demographic aspects, namely age, gender, marital status, ethnicity and education. Additionally, the results corroborate an adapted consumer styles inventory derived from Sproles and Kendall's original version. Variations in decision-making procedures, such as a lack of price consciousness and creative variety, were also discovered amongst South African millennial shoppers. RECOMMENDATIONS/VALUE: The study empirically confirmed demographic-based differences in South African millennial shoppers. Marketers must customise their offerings to reflect these demographic-induced differences among shoppers. Specifically, offerings should be tailored to cater for decision-making styles based on age, gender, marital status, ethnicity and education. MANAGERIAL IMPLICATIONS: A sound understanding of millennial shoppers informs marketers to utilise demographic-induced differences for market segmentation, targeting and effective execution of the marketing mix. JEL CLASSIFICATION: JEL classification M30

Keywords : Consumer decision-making styles; consumer style inventory; demographics; South African millennials; and consumption patterns.

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