The Roles Of Product Attributes Towards Generation Y Shopping Interest

Abd Majid, Nurul Fazura (2017) The Roles Of Product Attributes Towards Generation Y Shopping Interest. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

Generation Y is the second largest generational cohort growing up in a world infused with brands that has been socialized in a materialistic society with purchasing power and extraordinary impact on the economy .They often involve with the shopping behavior and purchase involvement that make their preferences towards one product is not fix depending on the attributes of the product itself. Thus, the purpose of this study is to develop a framework to explore the generation-Y shopping interest towards product attributes. This study applies four concepts which are functions of the product, features of the product, benefits of the product, and generation-Y shopping interest. In this study, the researcher used empirical study by employing the questionnaire survey method to verify the hypotheses and to investigate in its managerial implications to 150 respondents to generation-Y. The data collected is analyzed by using Statistical Package for Social Science (SPSS) that showed the features of the product, functions of the product, and benefits of the product have positively affect the generation-Y shopping interest.

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