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

See all articles by Rashmi Mahajan

Rashmi Mahajan

Balaji Institute of International Business (BIIB)

Vinod Pal

Balaji Institute of International Business (BIIB)

Darshan Mahajan

National Institute of Construction Management And Research (NICMAR), Pune

Ankur Dumka

Graphic Era University

Date Written: March 15, 2019

Abstract

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

Mahajan, Rashmi and Pal, Vinod and Mahajan, Darshan and Dumka, Ankur, Gen. X and Gen.Y Customer Groups Perception and Preferences Towards Choice of Shopping Malls Using Structural Equation Model (SEM) (March 15, 2019). International Conference on Advances in Engineering Science Management & Technology (ICAESMT) - 2019, Uttaranchal University, Dehradun, India, Available at SSRN: https://ssrn.com/abstract=3386572 or http://dx.doi.org/10.2139/ssrn.3386572

Rashmi Mahajan (Contact Author)

Balaji Institute of International Business (BIIB) ( email )

Survey No. 55/2-7, Tathawade
Pune, Maharashtra 411033
India

Vinod Pal

Balaji Institute of International Business (BIIB) ( email )

Survey No. 55/2-7, Tathawade
Pune, Maharashtra 411033
India

Darshan Mahajan

National Institute of Construction Management And Research (NICMAR), Pune ( email )

25/1, Balewadi
NIA post office
Pune, Maharashtra 411045
India

Ankur Dumka

Graphic Era University ( email )

Dehradun
India

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