Generation Y Adults' Shopping Mall Preference: in Malaysia Perspective
A research conducted by Martin and Turley (2004), found that Generation Y adult in US are strongly motivated by objective. They emphasize on the value of product purchased. Conversely, the findings for this research, indicates that Generation Y adult in Malaysia are socially motivated mall shoppers. This group of Generation Y is seeking for excitement, overcome boredom and had highlighted the important of peer communication. Malaysian Generation Y adults emphasized very much on social activity. They enjoy the companion of their peers. Therefore, management of the mall should plan strategies that involve both Generation Y adults and their peers for example café, entertainment options or even Treasure Hunt Program that create opportunities for them to hang out together. It is very important to develop appropriate relationship marketing strategies to retain older Generation Ys loyalty towards the shopping mall. (Taylor & Cosenza, 2002)
However when compared both genders from the older Generation Y, the differences in mall shopping behavior, shopping motives and shopping mall preference found within them are minimal.
Shopping motives of older Generation Y are to hang out with friends. Malaysian male visits the mall for entertainment purpose, whereas compared to Hu & Jasper's research in UK, men use mall...
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