Gen. X and Gen.Y Customer Groups Perception and Preferences Towards Choice of Shopping Malls Using Structural Equation Model (SEM)
8 Pages Posted: 13 May 2019
Date Written: March 15, 2019
In the recent years, the growth, development and expansion of organized retailing has initiated many revolutionary changes in the business environment in Retail Sector and as a result, various types of modern retail outlets had started functioning with most competent and aggressive manner in the country with most effective and efficient business strategies. One among such type of retail format is a shopping mall, wherein a group of retail stores comes under one roof. In Today’s fast growing Indian business environment, shopping malls are most expected to be front-runners towards the growth of organized retail in India. In this paper, the researchers carried out a descriptive study with a major objective focusing on the customer groups of Gen X and Gen Y. The researchers try to find out the perception and preferences among these two Gen X and Gen Y Customer Groups in choosing their preferred shopping mall. Non Probability Sampling Method and Convenience Sampling Technique was adapted in order to collect 200 samples.
Samples were collected out of which each 100 samples were divided and collected among Gen X and Gen Y Customer Group keeping as a Base, also the researchers designed a questionnaire and collected primary samples with a structured Interview. Finally, the outcome of the research after employing the Structural Equation Model (SEM) reveals that Gen X and Gen Y Customer Group may look similar in characteristics and but their preferences and perceptions differs in choosing their preferred shopping mall for purchasing their products and services.
Keywords: Gen X and Gen Y Customer Group, Shopping Mall
Suggested Citation: Suggested Citation