YOUTH CONSUMER CULTURE AND ITS IMPACT ON THE LOCAL RETAIL SCENE
PWEE YANQI
PWEE YANQI
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Abstract
The recent wave of teen-oriented malls has driven the local retail scene into another new
era. Consumer studies can be dated back to as early as the 1960s in the United States,
similar consumer research has been conducted in Singapore. The author observes that
youth shopping is a growing segment of the consumer population, both globally and
locally.
This study by means of a sequential mixed method design (i.e. a qualitative research
followed by a quantitative research) attempted to provide in-depth insights into (i)
shopping orientations and motivations of local teenagers, and (ii) retailer factors that
influence Singapore teenagers' shopping pleasure.
It is found that local teenagers generally harbour three different types of attitudes towards
shopping, hence forming their shopping orientations: Hedonistic, Economic, and
Apathetic. The findings are also in line with studies conducted in other countries, teenagers
are predominantly hedonistic in their shopping approach. There are, however significant
proportions of teenagers that tend to be more inclined towards being economic or
apathetic.
From this study, 'mall features', 'atmospherics', 'ancillary features' and 'value-added
features' are the main retailer categories that enhance teenagers' shopping. In particular,
teenagers place high emphasis on attributes such as 'cleanliness', 'travelling distance',
'good product knowledge' and 'wide variety of shop tenants'.
The study finally makes explicit recommendations for retailers and its marketing actions.
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2004
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