In response to the recent impact of Generation Y in the sport marketplace, this researach article examines the association between consumer behavior preferences and two segmentation variables, gender and physical activity level, for an adolescent segment (ages 14-17 years) of Canadian Generation Y youth. Questionnaire results from a sample of 1,127 respondents yielded data related to various consumer preferences for sporting goods purchases. These factors include purchase decision making, price, frequency, location, and product features. Results indicate an association among Generation Y, gender, and physical activity level with respect to a number of consumer preferences related to sport footwear, apparel, and equipment. Discussion and implications address how sport marketers might interpret the consumer profile results according to both age and cohort perspectives.
Stevens and Bradish are with the Department of Sport Management, and Lathrop is with the Department of Physical Education and Kinesiology, Brock University, St. Catharines, Ontario.