Open AccessINFLUENCE OF PSYCHOLOGICAL ANTECEDENTS OF CONSUMER DECISION-MAKING STYLES ON MILLENNIAL CONSUMER’S INNOVATIVENESS IN BOTSWANA
Author(s) -
Douglas Chiguvi,
Tinashe Musasa
Publication year - 2021
Publication title -
eurasian journal of business and management
Language(s) - English
Resource type - Journals
ISSN - 2148-0206
DOI - 10.15604/ejbm.2021.09.01.001
Subject(s) - marketing , likert scale , psychology , population , interpersonal communication , materialism , business , interpersonal influence , consumer behaviour , advertising , social psychology , sociology , developmental psychology , philosophy , demography , epistemology
The aim of this study was to measure the influence of psychological antecedents of consumer decision-making styles of millennial consumer’s innovativeness in Botswana. The study adopted a quantitative survey in gathering data from millennial consumers. Structured questionnaires with Likert scales were utilized in data collection. The targeted population comprised of 400 generation Y consumers in which 320 were successfully selected and tested through convenience sampling. The study results indicated that millennial consumers in Botswana are under no time pressure to complete their shopping activities and highly materialistic in their shopping choices. They are independent shoppers impervious to interpersonal influence and confident of their shopping decision-making. The results also revealed that millennial consumers in Botswana identify themselves as independent decision makers that do not rely on external influence. Finally, the study results pointed out that the greater majority of Batswana millennials are cognitive innovators than sensory innovators. The researchers recommended that retailers must be encouraged to add excitement in shopping amenities to attract and retain millennial sensory innovators. Tangible evidence on future research is also required on the actual effects of modern smart shopping on generational transformation from Gen X, Y to Z.