Technology in the retail industry. To investigate whether generation y are more likely to purchase online as opposed to using the traditional bricks and mortar retailer

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Topley, Andrew
Issue Date
BA Business and Accounting
Dublin Business School
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The purpose of this study is to investigate Generation Y’s opinions and attitudes towards technology in the retail industry and the main drivers responsible for this shift in attitudes. Both primary and secondary research were conducted in order to obtain a greater understanding of consumer’s feelings towards this new shopping phenonomen. This research is primarily focusing on three main objectives. These are – the technologies being used both instore and online, brand loyalty and the economic influences affecting consumer decisions to shop online. The primary research was conducted in the form of two focus groups consisting of Generation Y participants from different cities around the world. The secondary research was conducted using online material, published journals and books in the DBS library. A common theme was discovered whist conducting this research – Generation Y are now in fact using both online and offline methods complementary of each other primarily in the form of Webrooming and Showrooming with price being the main driving factor. The outcomes of the primary and secondary research supported the hypothesis and revealed similarities between consumer’s behaviour in different countries. The focus groups provided a more personal insight into the participant’s experiences and their reasons for choosing one method over another. The research also confirmed that retailers in different countries are using similar techniques to provide a seamless shopping experience with ease of use, convenience, efficiency and price being the priority in gaining competitive advantage. A conclusion of the study will review the main points of interest and recommendations for further research on a larger number of participants and using a different generation is outlined. Author keywords: Technology, retail industry, generation Y, online and offline shopping