Correlates of Shopping Orientation with Retail Choice Decisions among Young Consumers

Safiek Mokhlis, Abdul Razak Kamaruddin, Sulaiman Md Yassin

Abstract


This paper attempts to investigate the relationship between adolescents' shopping orientation and their choice of retail purchases. Adolescents' shopping decisions comprised of two categories of retail institution, i.e., eating outlets and shopping centres. The data sample (N=934) was gathered from high school students at a number of schools in Terengganu and Selangor. Employing an area sampling approach, a survey was conducted among the respondents using a structured-type questionnaire. From the results of multiple regression analyses, several significant relationships were found between adolescents' shopping orientation and their choice of retail institutions. Adolescents would choose modern retail outlets when their motivations for consumption are stimulated by the desire for social and hedonistic reasons. On the other hand, when their motivations for consumption are reflected by the desire for getting the best value for their money, they tend to choose traditional retail outlets.

ABSTRAK

Kertas ini bertujuan untuk mengkaji hubungan antara orientasi pembelian remaja dengan pemilihan pembelian runcit mereka. Keputusan pembelian remaja melibatkan dua jenis institusi runcit, iaitu kedai makanan dan pusat beli belah. Sampel kajian (N=934) diperolehi dari pelajar menengah atas dari sekolah-sekolah sekitar negeri Terengganu dan Selangor. Dengan menggunakan kaedah persampelan kawasan, survei dijalankan ke atas responden dengan borang soal selidik berstruktur. Daripada analisis regresi, beberapa hubungan signifikan telah ditemui antara orientasi pembelian dan pilihan institusi peruncitan. Remaja akan memilin pusat membeli belah moden apabila motivasi penggunaan mereka dipengaruhi oleh keinginan sosial dan hedonistik. Sebaliknya, apabila motivasi penggunaan mereka berasaskan keperluan untuk mendapatkan nilai wang yang terbaik, remaja berkenaan akan memilili pusat peruncitan tradisional. 


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