A study of the online consumption of clothing of the Y generation

Abstract

This study deals with the e-commerce and the consumer behavior, giving focus to the consumer of clothing online shopping behavior.  This segment has grown significantly in Brazil in recent years, making it necessary therefore, to know the profile of these consumers, to know what their needs are and what influences decision making. The study was concentrated on a group of young people belonging to Generation Y, classes A and B, since these consumers are the ones who consume more of this type of product online. Through an exploratory, qualitative study, it was possible to distinguish some peculiarities in the decision process of online shopping of clothing, as well as highlighting cultural, social, personal and psychological factors that influence consumers. The impulse buying was highlighted as a relevant characteristic of the process of purchasing decision.