Exploring gender's differences on purchase intentions of prototypical and me-too brands
The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen and paper survey was administered to 348 students at three Australian univ...
| Main Authors: | , |
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| Format: | Working Paper |
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School of Marketing, Curtin Business School
2009
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/40431 |
| _version_ | 1848755869757472768 |
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| author | Quintal, Vanessa Sims, Daniel |
| author_facet | Quintal, Vanessa Sims, Daniel |
| author_sort | Quintal, Vanessa |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen and paper survey was administered to 348 students at three Australian universities. Males held significantly higher perceived social/physical and financial/performance risks than females for the prototypical brand. Males also demonstrated significantly higher perceived social/physical and time risks than females for the me-too brands. However, males had significantly higher self-confidence in both the prototypical and me-too brands, and also higher purchase intentions for the me-too brands than females. Understanding the factors underlying Generation Y's consumer behavior is important due to their considerable consumption potential and the increasing sophistication of brands in the marketplace. |
| first_indexed | 2025-11-14T09:03:10Z |
| format | Working Paper |
| id | curtin-20.500.11937-40431 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T09:03:10Z |
| publishDate | 2009 |
| publisher | School of Marketing, Curtin Business School |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-404312017-01-30T14:42:38Z Exploring gender's differences on purchase intentions of prototypical and me-too brands Quintal, Vanessa Sims, Daniel MP3 player Generation Y Me-too brands Prototypical brands The current study examines gender's differences on self-confidence, perceived quality, extrinsic attributes, perceived risk and purchase intentions of prototypical and me-too brands from a Generation Y perspective. A pen and paper survey was administered to 348 students at three Australian universities. Males held significantly higher perceived social/physical and financial/performance risks than females for the prototypical brand. Males also demonstrated significantly higher perceived social/physical and time risks than females for the me-too brands. However, males had significantly higher self-confidence in both the prototypical and me-too brands, and also higher purchase intentions for the me-too brands than females. Understanding the factors underlying Generation Y's consumer behavior is important due to their considerable consumption potential and the increasing sophistication of brands in the marketplace. 2009 Working Paper http://hdl.handle.net/20.500.11937/40431 School of Marketing, Curtin Business School fulltext |
| spellingShingle | MP3 player Generation Y Me-too brands Prototypical brands Quintal, Vanessa Sims, Daniel Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title | Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title_full | Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title_fullStr | Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title_full_unstemmed | Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title_short | Exploring gender's differences on purchase intentions of prototypical and me-too brands |
| title_sort | exploring gender's differences on purchase intentions of prototypical and me-too brands |
| topic | MP3 player Generation Y Me-too brands Prototypical brands |
| url | http://hdl.handle.net/20.500.11937/40431 |