Title: Youth shoppers - study of psychographics, motives and shopping behaviour

Authors: Suman Yadav; Sadaf Siraj

Addresses: Department of Management, FMIT, Jamia Hamdard, New Delhi, India ' Department of Management, FMIT, Jamia Hamdard, New Delhi, India

Abstract: Development of shopping malls has gained momentum in India and the youth is the major beneficiary of this metamorphosis. The present study empirically examines the shopping behaviour of the Indian youth in shopping malls, encompassing different aspects of their shopping behaviour in terms of the time and frequency of their shopping visit, their motives, product choice, etc. Additionally, clusters of the youth shoppers have been generated on the basis of their psychographic characteristics and shopping motives. Further, the shopping behaviour of the different segment youth shoppers has been described in terms of their visit frequency, amount spent and time spent at the mall. Findings reveal that on the basis of shopping motives youth shoppers could be segregated into four segments viz. entertainment seekers, value seekers, escapist and adventure seekers and on the basis of psychographic profile three segments emerged namely - influential, survivor and experiences.

Keywords: youth shoppers; shopping motivation; shopper segments; shopper clusters; shopping behaviour; psychographic profiles; shopping malls; India; young people; purchase behaviour; visit frequency; product choice.

DOI: 10.1504/IJICBM.2016.075540

International Journal of Indian Culture and Business Management, 2016 Vol.12 No.3, pp.342 - 360

Received: 10 Jan 2015
Accepted: 01 Mar 2015

Published online: 28 Mar 2016 *

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