Abstract
Development of shopping malls has gained momentum in India and the youth is the major beneficiary of this metamorphosis. The present study empirically examines the shopping behaviour of the Indian youth in shopping malls, encompassing different aspects of their shopping behaviour in terms of the time and frequency of their shopping visit, their motives, product choice, etc. Additionally, clusters of the youth shoppers have been generated on the basis of their psychographic characteristics and shopping motives. Further, the shopping behaviour of the different segment youth shoppers has been described in terms of their visit frequency, amount spent and time spent at the mall. Findings reveal that on the basis of shopping motives youth shoppers could be segregated into four segments viz. entertainment seekers, value seekers, escapist and adventure seekers and on the basis of psychographic profile three segments emerged namely - influential, survivor and experiences.
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