Cathy Bakewell

Generation Y female consumer decision‐making styles

Since environmental factors have influenced Generation Y shoppers (those born after 1977) to make them different from older groups, this study examines the decision making of Adult Female Generation Y consumers using Sproles and Kendall’s (1986) Consumer Styles Inventory (CSI). The study uses the CSI as a basis for segmenting Generation Y consumers in to five meaningful and distinct decision‐making groups, namely: “recreational quality seekers”, “recreational discount seekers”, “trend setting loyals”, “shopping and fashion uninterested” and “confused time/money conserving”. Implications for retailers and marketing practitioners targeting Generation Y consumers are discussed.

UK Generation Y male fashion consciousness

Purpose – As social theorists propose that there has been an intensification of social and commercial pressures on men to become fashion consumers, this paper sets out to examine the proposition by investigating fashion consciousness of Generation Y male consumers.Design/methodology/approach – Data were gathered from a survey of 346 male respondents aged between 18‐25 who completed a fashion consciousness questionnaire, which was then factor‐analysed.Findings – Relatively high levels of fashion consciousness were found, but not necessarily fashion adoption. Factor analysis showed that men view fashion in highly simplistic terms and there is still a strong “anti‐fashion” dimension to the average young male consumer.Research limitations/implications – Drawing on the fields of psychology and sociology, it is argued that “anti‐fashion” fashion consumption creates the distinction necessary for men to create a defensible masculine practice.Practical implications – The “anti‐fashion” motivation is of interest to...

Male Consumer Decision-Making Styles

The neglect of men in consumer decision-making research is lamentable given the clear evidence that they are an important shopping group and are likely to make shopping decisions differently from women. This study addresses the subject of male decision making using Sproles and Kendalls (1986) Consumer Styles Inventory (CSI). All of the original eight traits and four new traits namely; store-loyal/low-price seeking, time-energy conserving, confused time-restricted and store-promiscuity were identified for men. The study also demonstrated the potential of the CSI for segmenting markets as meaningful and distinct groups of buyers with different decision-making styles were identified. The findings suggest that retailers should appeal to their buyers by improving the efficiency of the shopping process and value perceptions when dealing with male shoppers.

Strategic marketing in a changing environment ‐ are the new UK universities in danger of being “stuck in the middle”?

With the recent publication of the UK Research Assessment Exercise (RAE) results, the issue of an institution’s scholarly reputation looks set to play an increasingly important role in the fortunes of many higher education institutions. While the conditions of the early 1990s benefited many of the former polytechnics, the future environment would seem less favourable. Inter alia there is the issue of the concomitant increase/decrease in research funding following the RAE. Many of the new UK universities have performed less well on the RAE which has a number of financial implications. This paper presents some exploratory work into sixth‐formers’ perceptions regarding the former polytechnics’ change in status. Although more able students are still opting for traditional universities, young people generally support the practice of a unitary system and are ignorant of the research differences. The paper concludes by presenting some ideas as to how the new universities might seek to position themselves in order to attract successive generations of students.

Learning without Doing Enhancing Oral Presentation Skills through Peer Review

The historical undervaluing of skills in business and management degrees has led to a widening gap between the skills that employers require and those that graduates provide. Given the resources needed to develop skills and the increasing pressures on higher education, new ideas are needed to close the gap. This article presents a test of a peer-review method of developing oral presentation skills. The experimental results clearly show that the peer-review method leads to significantly improved presentation performance and as such may be valuable in enhancing skills within curricula where separate presentation skills courses are not viable.

Supporting Placement-based Learning Using Networked Technologies

The growth in the use of networked technologies provides educators with mechanisms to add value to learning experiences where learners and educators are geographically distributed. Increasingly, placements are used within the more vocational disciplines to provide students with a reflective learning experience within the context of the work environment. Such remote learning can be supported through the use of networked technology, enabling a high degree of interactivity and helping learners to enhance their learning styles. A case study is presented that considers the design and implementation of such networked support, focusing on the learner’s evaluation of this experience. The results from this study identify that networked technologies, such as audio conferencing and Web‐based support, have a beneficial role in the learning experience, and that considerable advantages can be derived from their use for placement‐based learners.

How message framing affects consumer attitudes in food crises

Purpose – The purpose of this paper is to explore the relationship between consumer risk perceptions and behaviour when information about food risks is framed in a positive or negative way. Design/methodology/approach – Using food consumption scenarios in an on-line experiment consumers perceived risk and risk tolerance is examined when messages are framed in three different news-type stories. Findings – As anticipated, message framing emerged as a significant predictor of perceived risk and the higher an individual’s self-reported tolerance of risk, the more risk they were willing to accept. Research limitations/implications – The use of hypothetical scenarios and relatively small convenience sample size could be improved by further research. Practical implications – Through simple adjustments to wording, food crises of confidence may be reduced and the implications for communication management strategies are discussed. Originality/value – Originality stems from being one of the first papers to use Frami...

How to Choose a Usable System for General Practice

Explores the issue of choosing a computer system for general practice and provides a set of guidelines for effectively accomplishing this daunting task. The author notes that to be usable a system must fill the four criteria of effectiveness, learnability, flexibility and attitude of user. Covers choosing an appropriate interface style, whether to opt for colour, the issue of cursor or mouse, documentation, training and speed. Notes that the guidelines are not exhaustive but are a straightforward attempt to lead the uninitiated general practitioner through the computer maze.

Choice of Secondary School: Consumer Behaviour and Implications for Local Management of Schools

The management of schools is a prime objective of the 1988 Education Reform Act. However, local management of schools (LMS) implies much more than managing existing resources of people, finance and materials. Schools will have to compete for pupils, the numbers of which will determine financial support from the local authority. Successful competition for pupils will not simply mean more advertising and promotion: it will depend on targeting certain groups within the defined catchment area and decisions on targeting will result from elements of research. One such element, namely the decision‐making unit (DMU) within the family or household structure is examined. It identifies who makes decisions on choice of school together with the factors of schools′ activities which are important in that choice. Finally, it contrasts the above variables using ACORN (A Classification of Residential Neighbourhoods) as a base.