Problem Statement

Over the years, the fashion retail market witnesses several changes in technology, trends, fashion, living style, and income disposable to consumers (Muhammad et al., 2018). The changes are the reason for varied behavior patterns within the customers, especially while shopping. The study of consumer shopping behavior is essential in attracting new consumers and providing the necessary research discoveries for innovation to remain competitive and vital in the fashion industry (Pandey, 2019). Subsequently, to ensure that existing consumers remain loyal, their needs are being fulfilled by future products and services (Patten, Ozuem, Howell, & Lancaster, 2020).  Identifying the question’s rationality by creating a well-defined problem statement can provide an outline of clarity towards developing a constructive and cohesive dissertation formation.  According to Bean’s report (2019), the genuine threat of technology concerning innovation causes vast disruption in the fashion industry. In the journal Tripathi(2019) recap, the significant complications are the internet’s influence as the standard network to conduct various tasks within our home. Subsequently, internet engagement includes substantial social interaction, work, and purchase transactions, becoming a significant component of our daily lives.

This qualitative study explores how fashion retailers in the United States can take advantage of Generation X shoppers’ online shopping behavior, which can perhaps determine how to exploit the information to increase their productivity. The authors Dhanapal, Vashu, and  Subramaniam,  (2015),explains the importance of analyzing the behavior of several generations buying pattern of online shopping to identify the various elements of performance that evolve about each generation. The authors’ approach and findings highlight many aspects of these behaviors patterns by reviewing how they obtain and complete their purchase online. The hypothesis is that the satisfaction that a consumer enjoys from purchasing a product will cause the consumer to repeat the purchase repeatedly, which creates brand loyalty (Dhanapal et al. 2015). Therefore, the marketing product’s mode to both potential and existing consumers is significant as it will convince consumers to buy the product repeatedly.  Pabalkar (2014) suggests that finding consumers and retaining them is very significant in increasing the sale of products, which can be achieved by understanding and paying critical attention to consumer shopping behavior.

The extent of generational influences and the importance of understanding generation X’s shopping behavior have made shop owners alter their market (Pabalkar, 2014). In the study of how generational influences affect products’ purchasing behavior, Kakar and Kakar (2018) revealno differences in consumers’ purchasing behavior are attribute to the various stages of life and the incomes of consumers. However, Cheung et al. (2015) suggest in their assessment; it is significant for the retail fashion sector to understand what different people expect from their shopping experience. The authors clarify how a critical study of generational tendencies is by far one of the most critical build-ups that can help shop owners and companies map up strategies to cater to different generations’ various shopping behaviors. Also, a study by Mishra (2016) found that consumers from all generations are beginning to change their shopping behavior from going to the brick and mortar stores to making more online purchases online using their smartphones and tablets through browsers and apps with millennial and generation X forming the bulk of online shoppers. As far as consumer shopping behavior is concerned, Mishra’s evaluation suggests it is reasonable to think in recent times if generation X does everything, including their shopping online using their smartphones and tablets.

Many generations (i.e., millennials, generation X, baby boomers, and the silent generation) want to find a product in-store (Kakar & Kakar, 2018). The problem is that situational tendencies are transforming the shopping behaviors of these generations. Moreover, since generation Xers are pressing for convenience and maintaining balance in their lives, they instead prefer innovative options and fast checkout. These displays of consumer’s dispositions are the driving force that is motivating for expanding investigations in the retail fashion sector that is germane to the online shopping behavior of Generation X. With the hope these finding can provide future resolution to gaining new knowledge in how best to exploit the result to become more viable online (Patten et al., 2020). Consumers’ loyalty is determined by consumers’ likeliness to continue doing business with a particular brand, company, or store (Kakar & Kakar, 2018). Consequently, if companies or shop owners do not recognize and understand the shopping behavior in terms of where generation Xers are more likely to shop for a specific brand, they are more likely to lose consumers’ loyalty.

Mishra (2016) suggests that companies or shop owners’ ability to maintain their customers’ loyalty depends on how well they can recognize their customer base’s generational tendencies. According to Patten et al. (2020), it is critical to implement a course of action to conduct several investigations into determining their shopping behavior, including what they care most about and how they prefer buying the products. The retail fashion sector’s failure to recognize Generation X’s shopping behavior online can have irreversible damage to their business viability and prospects.Instigating a cohesive examination to realize these changes by performing an analysis to determine their products’ best-selling method to these generations can be valuable.If not,eventual, it can deplete sales, loss of profits, and enormous depression of unsatisfied and disloyalty consumers (Patten et al. 2020).

Purpose Statement

The goal is to utilize a qualitative study that can help explore different tactics in which fashion retailers in the United States can take advantage of the online shopping behavior surge of Generation X. Also, identifying the variables and patterns towards exploiting how best to interpret the findings can help attain a competitive edge. According to Lewkowicz, theappropriate selection is vital in conducting the investigation technique,supporting the research inquiries to control an accurate and comprehensive study. It can also help identify the various elements causing the interrupting economic shift to occur in the retail fashion industry. After everything else is assessed, it can result with new find resolutions from the discoveries that can perhaps help reflect the study’s substance, which can be beneficial (Lewkowicz, 2010).  The study’s implementation will be designed to help the reader vividly understand how the changes in shopping behavior have affected the economic status of the US and the fashion industry. Using the qualitative approach and the research design and expected results will be addressed (Oran, 2019).

The research will focus on the target population of Generation X shoppers within the fashion retail sector.  Using a case study qualitative research model, the researcher will investigate the research topics. The chosen data collection method applicable in this case will be interviews and questionnaires conditional on the category of data suitable for gathering information. During the data collection stage, the respondents can offer valuable information essential for decision making concerning online shopping behavior on the purchase likings to Generation X shoppers (Oran, 2019). For the shop operators, their inclusion is necessary because they are the ones that will take the practical steps at maximizing sales from online shopping. Interviews will be performed with a small sample size that will require an interview guide as the instrument for data collection. The content analysis method connecting the practice of NVivo software will be used to examine the findings from the interviews. The study will offer discoveries to surge the retail fashion industry’s innovations for financial stability.

Research Question

1. What are the shopping behaviors exhibited by Generation X shoppers’ behavior online in the United States?
2. What factors do online shopping that is preferable to Generation X shoppers in the mandatory fashion retail sector?
3. What can best practices help fashion retailers take advantage of Generation X shoppers’ online shopping behavior?
4. What are the different indications and factors that display how online shopping among Generation X shoppers’ behavior can surpass profit compared to fashion retailers in U. S. malls?