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 makes their preferences towards one product would most likely depending on the attributes of the product itself. Thus, this study has developed a framework that explored the generation-Y shopping interest towards product attributes. This study applied four (4) concepts; which are the 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 to investigate its managerial implications to 150 respondents of generation-Y. The data collected is analyzed by using Statistical Package for Social Science (SPSS) that showed all features of the product, functions of the product, and benefits of the product are positively affected the generation-Y shopping interest.
Highlights
Generation Y has to be those who born between 1978 and 1994 that born straightaway after Generation X, and it is referred to the dot.com generation, eco boomers and millionaires [1, 2]
Generation Y often involve with the shopping behaviour and purchase involvement for books, apparel, and electronics such as clothing, computers, CDs, and electronics [3]
It has been socialized that the purchasing power of Generation Y has an extraordinary impact on the economy and this generational cohort is highly active in the marketplace [4] which is held true in the Malaysian context and makes up the largest segment of Malaysia’s population [1, 5]
Summary
Generation Y has to be those who born between 1978 and 1994 that born straightaway after Generation X, and it is referred to the dot.com generation, eco boomers and millionaires [1, 2]. Employment status shows the highest percentage is students that are 49.30% which represent 74 numbers of respondents.
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