International Journal For Multidisciplinary Research

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The Superstore Myth: A Comparison of Generations X and Z's Purchase Intentions

Author(s) Anima Karmakar, Tasnia Husne Afrin, Anonna Ahmed
Country Bangladesh
Abstract Since life got too busy, individuals have sought to satisfy their requirements using conventional facilities quickly. The word "super shop" has gained widespread usage recently, and Bangladesh is no exception. Bangladeshis are now primarily regarded as super shops while buying daily necessities. But there is thought about the gap between the generations. Every generation has its own economic cycle affecting consumer behavior. Any marketing strategy must take into account the target customer's generation. Supermarket shopping may be prevalent in the West, yet it is challenging to maintain a profitable business in the urban areas of Bangladesh. In three cities in Bangladesh, this study organizes several focused group discussions amongst Generations X and Z. This study indicates that Generation X has a unique perspective on life in Dhaka compared to their peers in Rajshahi and Rangpur. In another sense, GEN X and GEN Z differ significantly in their superstore preferences. The availability of foreign products, peer group influence, cashless transactions, availability of foreign brands, and the shopping environment are all crucial elements for Generation Keeping a superstore profitable in a city is challenging because the majority of shoppers are members of Generation X, who have a preference for the more traditional bazaar. Additional research may be done on the Base of the factors affecting people's attraction to Superstores. More respondents and a wider geographic area should be considered in future studies.
Keywords Generation X, Generation Z, Superstore, Purchase Intention
Field Business Administration
Published In Volume 5, Issue 4, July-August 2023
Published On 2023-07-09
Cite This The Superstore Myth: A Comparison of Generations X and Z's Purchase Intentions - Anima Karmakar, Tasnia Husne Afrin, Anonna Ahmed - IJFMR Volume 5, Issue 4, July-August 2023. DOI 10.36948/ijfmr.2023.v05i04.4267
DOI https://doi.org/10.36948/ijfmr.2023.v05i04.4267
Short DOI https://doi.org/gsgntr
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