Indonesian Youth Shoppers Typology
The number of malls which is increasingly growing in the city of Jakarta is often used as a place for socializing and self-actualization by youth shoppers. As an emerging age group, youth shoppers are also identified as a vital market segment. Firstly, this study divides youth shoppers into segments that are distinguished on the characteristics of high and low levels on self-esteem, extraversion, and interpersonal communication. Consequently, these characteristics form a distinct and unique segment group, which are Social Butterfly, Confident techies, and Self-Contained Shoppers. Secondly, this research examines the differences between the three groups segments on shopping motives, store attributes and shopping enjoyment. There is a significant difference between segment groups typology consumer of youth shoppers on several dimensions that exist in the variable of shopping motives, store attribute, and shopping enjoyment. Social Butterfly is a segment that has the highest mean on several dimensions in the variable of shopping motives, store attribute, and shopping enjoyment. It is followed by Confident Techies segment and Self-Contained Shoppers segment respectively.
2. Literature Review