Fashion Accessory Buying Intentions Among Female Millennials‪.‬

Executive Summary There is a growing trend for shoppers to customize a large purchase by combining several related off-the-shelf products. This study researched one segment of this retail trend, the in-store customization of off-the-shelf fashion accessories by young women, to analyze selected factors that may affect purchase behavior motivation and to build a profile of do-it-yourself young female consumers. A survey covering selected attitudes, behaviors and demographics was created and pilot-tested. The main study comprised female millennials (young women born between 1982 and 2001) frequenting the huge Mall of America shopping complex in Minneapolis. The Theory of Reasoned Action provided the foundation for the survey's development, as well as for follow-up analysis. Significance testing yielded strong support for both the theory base and the inter-relationships among most main behavioral factors. Analysis suggested a potential customer profile, specifically a sociable, fun-seeking shopper with a solid need for creative expressions.