Analytical Study of Shopping Motives of Young Customers for Selected Product Categories with Reference to Organized Retailing in Select Metropolitan Select Cities of India

Abstract

The paper analyses the shopping motives of customers in the age group of 15 to 29 years with reference to organized retailing in metropolitan cities of India. Two metropolitan cities, Pune and Mumbai have been selected for the study. The respondents were asked to identify their predominant shopping motives in organized retail out of a set of 23 motives and relate it to six product categories i.e. books and music, apparel, consumer electronics, eyewear, personal care and home décor using a structured questionnaire. The motives were divided into three broad categories, namely utilitarian motives, hedonic motives and Correspondence analysis was administered to identify the predominant shopping motives for each product category. The findings indicate that hedonic and convenience motives play a predominant role while shopping in organized retail outlets by the selected age group. The paper provides an important perspective to retailers and research has shown that satisfaction of shopping motives leads to retail patronage

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