Consumer Purchase Behaviour of Sports Compression Garments –A study of Generation Y and Baby Boomer Cohorts

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.