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Consumer purchase behaviour of sports compression garments A study of Generation Y and Baby Boomer cohorts

机译：运动压缩服装的消费者购买行为一代y和婴儿潮一对队的研究

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The growing trend to live a healthier lifestyle and increase quality of life is important for sportswear marketers worldwide. This study applied generational cohort theory to compare the consumer purchase behaviour of Generation Y and Baby Boomer cohorts with regard to sports compression garments. In this research, a simulation study was carried out in Germany, using eye-tracking technology. The study focused on understanding of consumer behaviour with respect to factors such as comfort, quality, technical attributes and methods of product promotion. It was found that Baby Boomers gave more attention to factors of quality and garment comfort, while Generation Y subjects were more interested in the aesthetic appeal of the garments as well as the technical information provided on the packaging and hang tags.
机译：生活中不断增长的生活方式，提高生活质量的趋势对全球运动服营销人员来说是重要的。本研究应用了世代队列理论，比较了Y和Baby Boomer队列的消费者购买行为关于运动压缩服装。在这项研究中，使用眼睛跟踪技术进行了模拟研究。该研究侧重于对消费者行为的理解，诸如舒适，质量，技术属性和产品促销方法等因素。有人发现，婴儿潮一代会更加关注质量和服装舒适的因素，而Y发电是对服装的美学吸引力以及包装和悬挂标签的技术信息更感兴趣。

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