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Purpose The retail boom in India brings tremendous opportunities for foreign as well as domestic players. The changing lifestyle of the Indian consumer makes it imperative for the retailers to understand the patterns of consumption. The changing consumption patterns trigger changes in shopping styles of consumers and also the factors that drive people into stores. Hence, the key objective of this paper is to uncover the motives that drive young people to shop in departmental stores or malls. Design/methodology/approach A sample of 115 students has been taken and their responses have been gauged through a personally administered, structured questionnaire. Findings The results reveal that the Indian youth primarily shop from a hedonic perspective. They importantly serve as new product information seekers, and the retailing firms can directly frame and communicate the requisite product information to them. Originality/value As not much work in India has been done in this context, the paper seeks to provide fruitful insights into the motives of Indian youth that can benefit academics as well as marketers.
Kaur et al. (Tue,) studied this question.