University of Isfahan New Marketing Research Journal 2228-7744 15 1 2025 05 22 Analyzing Consumer Preferences for Clothing Products and Services among Z and Y Generations: A Fuzzy Cognitive Mapping (FCM) Approach Emphasizing Intergenerational Differences Analyzing Consumer Preferences for Clothing Products and Services among Z and Y Generations: A Fuzzy Cognitive Mapping (FCM) Approach Emphasizing Intergenerational Differences 25 54 29416 10.22108/nmrj.2025.143360.3116 FA َAli Shariatnejad Assistant professor, Department of Management, Faculty of Management and Economics, University of Lorestan, Lorestan, Iran Leila Yarahmadi Ph.D., Human Resources Management, Faculty of Management and Economics, University of Lorestan, Lorestan, Iran Journal Article 2024 11 11 Exploration of intergenerational differences exemplifies the societal shift from traditional to modern forms. Generational analysis can provide valuable insights into the perspectives, behaviors, and preferences of consumers. Producers encounter a diverse array of consumers, each with distinct desires and interests, particularly evident in the realms of purchasing and consumption. This study aimed to identify and analyze the preferences of Generation Z and Generation Y within the clothing industry, focusing on intergenerational differences through the Fuzzy Cognitive Mapping (FCM) approach. The research was applied in purpose and exploratory in terms of data collection. The qualitative segment included a statistical population of experts, such as sales and marketing managers in the clothing industry and university professors in business management. A total of 30 individuals were selected as samples using purposive (snowball) sampling, adhering to the principle of theoretical saturation. Data collection methods included interviews for the qualitative part and questionnaires for the quantitative aspect. To assess the validity and reliability of the data collection tools, the qualitative segment employed content validity and theoretical reliability, while the quantitative segment utilized content validity and test-retest reliability. For data analysis, content analysis and coding methods were applied in the qualitative section and the FCM method was used in the quantitative section. The findings revealed that Generation Z consumers prioritized empathy, trust in electronic recommendations, influence from testimonials and live demonstrations, and heightened sensitivity to price across various channels. Conversely, Generation Y consumers tended to follow prominent brands, exhibit sensitivity to pedestrian rage syndrome, respond more effectively to non-traditional advertising channels, and prefer exploring physical stores. This research offers valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target demographics. By recognizing the diverse preferences and inclinations of consumers, businesses can better navigate generational differences and cultivate loyalty through high-quality service offerings. Introduction The scientific, technological, economic, and cultural landscapes surrounding generations are undergoing dramatic changes, significantly influencing how new generations socialize. As a result, today's consumers exhibit distinct behavioral patterns that differ from those of previous generations. Research indicates that values play a crucial role in shaping consumer behaviors and preferences, while intergenerational differences in purchasing and consumption have been extensively studied. Understanding these generational distinctions is vital for comprehending consumer perspectives and behaviors. Producers face a diverse array of consumers, each with unique desires and interests, particularly evident in the realms of purchasing and consumption. Therefore, analyzing consumer preferences through the lens of generational differences is essential. In our complex and rapidly changing world, different age groups emerge as distinct consumer segments, each with their own characteristics and preferences. Generation Y (born between 1975 and 1987) and Generation Z (born between 1995 and 2010) are two key groups in the consumer market that exhibit significant differences in purchasing preferences, consumption behaviors, and interactions with brands. These variations stem from the unique social, economic, and technological experiences each generation has encountered during their formative years. As markets evolve unpredictably, brands are increasingly seeking effective ways to communicate with both generations. Accurately identifying and analyzing these differences enables brands and marketers to develop more effective strategies for attracting and retaining customers. This research underscored the importance of gaining a deeper understanding of intergenerational preferences, as neglecting these differences can hinder brands' ability to attract new customers and retain existing ones. The insights gained from this study not only have the potential to enhance marketing strategies, but also contribute to a more comprehensive understanding of consumer behavior in the modern world. Therefore, this research aimed to identify and analyze the intergenerational differences in preferences between Generation Z and Generation Y consumers using the Fuzzy Cognitive Mapping (FCM) approach. Its objective was to provide optimal strategies for brands to capture the attention and loyalty of both generations. Materials & Methods This research was practical in its purpose and employed a sequential exploratory design in terms of its nature and methodology. It utilized a mixed-methods approach, incorporating both qualitative and quantitative elements. To provide clarity, we examined each component separately. The statistical population for the qualitative segment comprised experts, including sales and marketing managers in the clothing industry and university professors. From this group, 30 individuals were selected using purposive (snowball) sampling guided by the principle of theoretical saturation. Given that the focus of the research was on the preferences of Generation Z and Generation Y consumers, it was essential to engage individuals, who were knowledgeable about the differences and preferences of these generational cohorts and possessed the requisite skills to respond to interview and questionnaire inquiries. The selection criteria for sales and marketing managers in the clothing industry included a minimum of 10 years of experience and a demonstrated understanding of the characteristics and interests of both consumers of Generation Z (aged 14 to 25 years) and Generation Y (aged 26 to 40 years) (Soleimani et al., 2019). For academic professors, the criteria required a specialized doctorate in business management with ranks of assistant professor, associate professor, or full professor, along with at least 5 years of experience in education and scholarly contributions, including articles and research projects. Their familiarity with the interests of both generations was also considered given their interactions with students. Data collection for the qualitative segment was conducted through interviews, while the quantitative segment utilized questionnaires. To assess the validity and reliability of the data collection instruments, the qualitative part employed content validity and theoretical reliability with input from an intermediate coder. In the quantitative segment, content validity and test-retest reliability were used for evaluation. For data analysis, the qualitative segment utilized content analysis and coding methods facilitated by Atlas TI software. In the quantitative portion, the FCM method was employed to analyze the data effectively. Research Findings The research findings were divided into two sections: qualitative and quantitative. The qualitative analysis identified the preferences of Generation Z and Generation Y consumers, while the quantitative analysis prioritized these factors. Qualitative Findings: The qualitative results indicated that the most significant preferences for Generation Z consumers included: Influence from influencer marketing Impact of testimonials and live demonstrations Preference for optimized loading speeds and displays across various media Desire to foster a sense of community Trust in electronic recommendations Disinterest and lack of brand loyalty due to negative advertising Cognitive dissonance during online purchases High sensitivity to price fluctuations A tendency to search for products across multiple channels An inclination towards electronic shopping Focus on dynamic website design For Generation Y consumers, the qualitative findings revealed their key preferences, which included: Traditional influence and greater reliance on traditional advertising channels Trust in positive word-of-mouth advertising Following popular brands Sensitivity to "showrooming" syndrome Loyalty to brands and reliance on word-of-mouth Enjoyment and trust in in-person shopping experiences Preference for brands with the lowest prices Emphasis on browsing physical stores Importance of design and visual appeal Quantitative Findings: The quantitative analysis further prioritized the preferences of both generations. Among Generation Z, the desire to create a sense of community emerged as the most critical factor with an influence score of 6.4, an impact score of 65.5, and a central index of 10.25. Other key preferences included trust in electronic recommendations, influence from testimonials and live demonstrations, extreme price sensitivity, and searching for products across various channels, as well as the impact of influencer marketing. For Generation Y, the preference for following popular brands was identified as the most significant factor with an influence score of 7.5, an impact score of 12.6, and a central index of 11.82. This was followed by sensitivity to "showrooming" syndrome, greater influence from traditional advertising channels, a preference for browsing physical stores, and reliance on traditional methods of influence. Discussion of Results & Conclusion This research provided valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target communities. By recognizing the preferences and inclinations of consumers, businesses can identify the diversity among consumer groups and establish a necessary balance across different generations. This understanding enables companies to engage consumers more effectively by offering quality services that foster brand loyalty. Each generation exhibits distinct shopping and consumption behaviors shaped by varying cultural, social, and economic experiences. Identifying these differences allows businesses to tailor their marketing strategies more effectively. By understanding the specific preferences of each generation, companies can design products and services that align closely with the needs and interests of their target audience. Analyzing intergenerational differences also facilitates the prediction of future consumption patterns and market trends, helping brands adapt to evolving business environments. To effectively address the diverse preferences of different generations, brands should first define their target audience. Subsequently, they can conduct thorough research to understand the factors influencing consumer choices and create products that resonate with the majority of their target market. Exploration of intergenerational differences exemplifies the societal shift from traditional to modern forms. Generational analysis can provide valuable insights into the perspectives, behaviors, and preferences of consumers. Producers encounter a diverse array of consumers, each with distinct desires and interests, particularly evident in the realms of purchasing and consumption. This study aimed to identify and analyze the preferences of Generation Z and Generation Y within the clothing industry, focusing on intergenerational differences through the Fuzzy Cognitive Mapping (FCM) approach. The research was applied in purpose and exploratory in terms of data collection. The qualitative segment included a statistical population of experts, such as sales and marketing managers in the clothing industry and university professors in business management. A total of 30 individuals were selected as samples using purposive (snowball) sampling, adhering to the principle of theoretical saturation. Data collection methods included interviews for the qualitative part and questionnaires for the quantitative aspect. To assess the validity and reliability of the data collection tools, the qualitative segment employed content validity and theoretical reliability, while the quantitative segment utilized content validity and test-retest reliability. For data analysis, content analysis and coding methods were applied in the qualitative section and the FCM method was used in the quantitative section. The findings revealed that Generation Z consumers prioritized empathy, trust in electronic recommendations, influence from testimonials and live demonstrations, and heightened sensitivity to price across various channels. Conversely, Generation Y consumers tended to follow prominent brands, exhibit sensitivity to pedestrian rage syndrome, respond more effectively to non-traditional advertising channels, and prefer exploring physical stores. This research offers valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target demographics. By recognizing the diverse preferences and inclinations of consumers, businesses can better navigate generational differences and cultivate loyalty through high-quality service offerings. Introduction The scientific, technological, economic, and cultural landscapes surrounding generations are undergoing dramatic changes, significantly influencing how new generations socialize. As a result, today's consumers exhibit distinct behavioral patterns that differ from those of previous generations. Research indicates that values play a crucial role in shaping consumer behaviors and preferences, while intergenerational differences in purchasing and consumption have been extensively studied. Understanding these generational distinctions is vital for comprehending consumer perspectives and behaviors. Producers face a diverse array of consumers, each with unique desires and interests, particularly evident in the realms of purchasing and consumption. Therefore, analyzing consumer preferences through the lens of generational differences is essential. In our complex and rapidly changing world, different age groups emerge as distinct consumer segments, each with their own characteristics and preferences. Generation Y (born between 1975 and 1987) and Generation Z (born between 1995 and 2010) are two key groups in the consumer market that exhibit significant differences in purchasing preferences, consumption behaviors, and interactions with brands. These variations stem from the unique social, economic, and technological experiences each generation has encountered during their formative years. As markets evolve unpredictably, brands are increasingly seeking effective ways to communicate with both generations. Accurately identifying and analyzing these differences enables brands and marketers to develop more effective strategies for attracting and retaining customers. This research underscored the importance of gaining a deeper understanding of intergenerational preferences, as neglecting these differences can hinder brands' ability to attract new customers and retain existing ones. The insights gained from this study not only have the potential to enhance marketing strategies, but also contribute to a more comprehensive understanding of consumer behavior in the modern world. Therefore, this research aimed to identify and analyze the intergenerational differences in preferences between Generation Z and Generation Y consumers using the Fuzzy Cognitive Mapping (FCM) approach. Its objective was to provide optimal strategies for brands to capture the attention and loyalty of both generations. Materials & Methods This research was practical in its purpose and employed a sequential exploratory design in terms of its nature and methodology. It utilized a mixed-methods approach, incorporating both qualitative and quantitative elements. To provide clarity, we examined each component separately. The statistical population for the qualitative segment comprised experts, including sales and marketing managers in the clothing industry and university professors. From this group, 30 individuals were selected using purposive (snowball) sampling guided by the principle of theoretical saturation. Given that the focus of the research was on the preferences of Generation Z and Generation Y consumers, it was essential to engage individuals, who were knowledgeable about the differences and preferences of these generational cohorts and possessed the requisite skills to respond to interview and questionnaire inquiries. The selection criteria for sales and marketing managers in the clothing industry included a minimum of 10 years of experience and a demonstrated understanding of the characteristics and interests of both consumers of Generation Z (aged 14 to 25 years) and Generation Y (aged 26 to 40 years) (Soleimani et al., 2019). For academic professors, the criteria required a specialized doctorate in business management with ranks of assistant professor, associate professor, or full professor, along with at least 5 years of experience in education and scholarly contributions, including articles and research projects. Their familiarity with the interests of both generations was also considered given their interactions with students. Data collection for the qualitative segment was conducted through interviews, while the quantitative segment utilized questionnaires. To assess the validity and reliability of the data collection instruments, the qualitative part employed content validity and theoretical reliability with input from an intermediate coder. In the quantitative segment, content validity and test-retest reliability were used for evaluation. For data analysis, the qualitative segment utilized content analysis and coding methods facilitated by Atlas TI software. In the quantitative portion, the FCM method was employed to analyze the data effectively. Research Findings The research findings were divided into two sections: qualitative and quantitative. The qualitative analysis identified the preferences of Generation Z and Generation Y consumers, while the quantitative analysis prioritized these factors. Qualitative Findings: The qualitative results indicated that the most significant preferences for Generation Z consumers included: Influence from influencer marketing Impact of testimonials and live demonstrations Preference for optimized loading speeds and displays across various media Desire to foster a sense of community Trust in electronic recommendations Disinterest and lack of brand loyalty due to negative advertising Cognitive dissonance during online purchases High sensitivity to price fluctuations A tendency to search for products across multiple channels An inclination towards electronic shopping Focus on dynamic website design For Generation Y consumers, the qualitative findings revealed their key preferences, which included: Traditional influence and greater reliance on traditional advertising channels Trust in positive word-of-mouth advertising Following popular brands Sensitivity to "showrooming" syndrome Loyalty to brands and reliance on word-of-mouth Enjoyment and trust in in-person shopping experiences Preference for brands with the lowest prices Emphasis on browsing physical stores Importance of design and visual appeal Quantitative Findings: The quantitative analysis further prioritized the preferences of both generations. Among Generation Z, the desire to create a sense of community emerged as the most critical factor with an influence score of 6.4, an impact score of 65.5, and a central index of 10.25. Other key preferences included trust in electronic recommendations, influence from testimonials and live demonstrations, extreme price sensitivity, and searching for products across various channels, as well as the impact of influencer marketing. For Generation Y, the preference for following popular brands was identified as the most significant factor with an influence score of 7.5, an impact score of 12.6, and a central index of 11.82. This was followed by sensitivity to "showrooming" syndrome, greater influence from traditional advertising channels, a preference for browsing physical stores, and reliance on traditional methods of influence. Discussion of Results & Conclusion This research provided valuable insights for managers and marketers, enhancing their understanding of consumer perspectives within their target communities. By recognizing the preferences and inclinations of consumers, businesses can identify the diversity among consumer groups and establish a necessary balance across different generations. This understanding enables companies to engage consumers more effectively by offering quality services that foster brand loyalty. Each generation exhibits distinct shopping and consumption behaviors shaped by varying cultural, social, and economic experiences. Identifying these differences allows businesses to tailor their marketing strategies more effectively. By understanding the specific preferences of each generation, companies can design products and services that align closely with the needs and interests of their target audience. Analyzing intergenerational differences also facilitates the prediction of future consumption patterns and market trends, helping brands adapt to evolving business environments. To effectively address the diverse preferences of different generations, brands should first define their target audience. Subsequently, they can conduct thorough research to understand the factors influencing consumer choices and create products that resonate with the majority of their target market.

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