Socialization agents influencing Anglo and Hispanic American Generation Y females' apparel consumption

This study investigates the socialization agents influencing apparel consumption for both Anglo and Hispanic American Generation Y females. Researching previous literature, there appeared to be a gap in the literature for consumer socialization influencing Generation Y. With Generation Y quickly becoming an important cohort group for marketers, it was important to determine which socialization agents influence this group more. Preliminary research was done through in-depth interviews, along with a review of the extant literature, to determine the top socialization agents influencing Generation Y. A quantitative survey was then conducted to test the influence of peers and parents on both Anglo and Hispanic American Generation Y females. It was found that there was no significant difference in the levels of socialization agents' influence between Anglo and Hispanic American Generation Y females relative to their apparel consumption. It was also found that there was no significant difference between the levels of influence on apparel consumption exerted by peers and parents.