Paper Title
The Effect of Perceived Social Risk and Buying Behaviour on Apparel Retail Store Choice Among Generation Y Female Students in South Africa: An Exploratory Factor Analysis Study

Abstract
The objective of this study was to examine perceived social risk factors and buying behaviour factors influencing apparel retail store choice among Generation Y female students, in Southern Gauteng, South Africa. A structured survey questionnaire was administered to a conveniently selected sample of 370 students from North West University and Vaal University of Technology in Southern Gauteng, South Africa. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, reliability analysis, correlation analysis and confirmatory factor analysis. The analysis results of the factor analysis showed that based on the Kaiser-Guttman rule, for each of the constructs (perceived social risk, buying behaviour and retail store choice) only two factors that have intrinsic value greater than one were extracted. For the perceived social risk construct, two factors, which were labelled anxiousness and significant others were extracted and for the buying behaviour construct two factors, which were labelled acceptance and reaction were extracted. Moreover, for the retail store choice construct, two factors, which were labelled word of mouth as well as convenience and physical characteristics of the store were extracted through the exploratory factor analysis technique. Using the findings of the study, marketers of apparel may be able to increase the patronage levels in their stores by expediting the six factors identified in this study. Managerial implications of the findings are discussed and limitations as well as future research avenues are indicated. Keywords� Perceived Social Risk, Buying Behaviour, Retail Store Choice, Generation Y Consumers.