Management Dynamics

Smita Singh ¹

Affiliations
1 Institute of Management Sciences, University of Lucknow, Lucknow, IN

Abstract

The Indian economy with its liberalisation in 1991, introduced the domestic customers to new ways of shopping and raised expectations by pampering the hitherto cloistered Indian. The generation which grew up in this customer-centric atmosphere were the Millennial (currently 13 to 30 year olds) who not only savoured the attention lavished on them, but became more demanding and discerning than the earlier generations. Identified as self-reliant with a strong sense of independence and autonomy. Millennial enjoy the experience of shopping. However, all Millennial are not the same. Studies have revealed finer lifestyle differences within the generational cohort of Millennial. These specific lifestyle preferences are bound to influence his store perception. Thus, the intention was to identify the lifestyle groups within the larger generational cohort of the Millennial and to understand the millennial consumers with respect to the retail store attributes and their shopping pattern. Also to explore whether the lifestyle of the Millennial ajfects their perceptions of the attributes of the retail outlets they visit and to suggest strategies to the retailers in light of the findings. Five distinct Millennial lifestyle groups were identified as were five store attribute perceptions. Each lifestyle correlated with a certain store attribute perception. Based on this strategies are forwarded for retailers.

Keywords

Millennials, Retail Store Attributes, Lifestyle, Generational Cohort.

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Smita Singh ¹

Affiliations
1 Institute of Management Sciences, University of Lucknow, IN

Abstract

India has the largest growing customer base of mobile users and mobile advertising, which has been defined as "Use of a non-fixed network to transmit product messages to wireless communications equipment such as cell phones or PDAs and thereby achieve the broadcasting of advertisements," by the Wireless Advertising Association (WAA) is all set to experience an explosive growth. Quarter 4 of 2010 saw a 233 percent increase over Q4 of 2009, indicating the potential the industry has. With more than a 100 million Indians armed with mobiles, advertisers are fast realising that mobile phones are a very powerful channel which can be used to deliver relevant information to specific target. Their 24 by 7 usage pattern makes them an instant, real-time response channel, which when combined with the GPS enables advertisers to send location-specific information. However, the success of mobile advertising is very much dependent on the consumers 'attitude towards the quality of advertising information, entertainment, irritation and credibility along with his mobile technology self-efficacy. Thus, this study seeks to investigate the effect of consumers' mobile application self-efficacy on their attitude towards mobile advertising. Primary data were collected on a sample of 435 respondents in the city of Lucknow aimed at gaining insights on consumer attitudes using an undisguised structured questionnaire. The questionnaire was derived from the 24 item scale, developed by Lee et al (2011). The model developed by Lee et al (2011) was tested in Indian setting and the results ofthe study are reported in this paper.

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