A Qualitative Study on Gen Y Women and Shopping Competence

Abstract

Women are known for their love of shopping; what influences their level of competence in shopping has not been studied. This research aims to arrive at a conceptual framework that deals with identification of competencies, moderators that impact the competencies, that is, the knowledge, skills and attitudes that the shopper has, and their influence on shopping competence. The framework, based on in-depth interviews of 34 Gen Y women, assumes a capitalistic society, and has limitations of sample selection. Literature review and observation studies back the framework; further qualitative and quantitative study is required to establish strength of relationships of KSAs and influence of moderators.