engleski

THE LINK BETWEEN RETAIL INNOVATIONS AND YOUTH PURCHASING BEHAVIOUR

Retail innovations contain a wide range of concepts, that can be classified into technology-based and non-technological innovations. Technology-based innovations include self-service check out, innovative mobile payments, multichannel-retailing, nutritional labelling, the widespread use of e- commerce, m-commerce, the introduction of grocery home delivery, etc. ; while non- technological innovations look for fairness and fair deals, ecofriendly purchasing behaviour, knowledge and skills that improve the quality of life, creative thinking, interaction with consumers, networking, etc. In today's challenging environment, retailers have to emphasise their ability to build competitive advantages related to their willingness and capacity to use both types of innovations and to provide innovations to enhance customer expectations and their shopping experience. In their efforts, the vast diversity of the consumer market poses additional challenges and opportunities for retailers. Among various consumers, the youth segment is ranked as to have the most purchasing power today. At the same time, young consumers are heavily influenced by different types of innovations but are also drivers for some innovations in retailing. The main purpose of this paper is to investigate if there is a link between retail innovations and youth purchasing behaviour. Moreover, the paper explores what type of innovations mostly trigger youth purchasing. The research methodology consists of a two-phase research study including a qualitative and quantitative approach. The findings show an interaction between retail innovations and young consumer purchasing behaviour, but also suggest the need to focus on developing creative solutions for young consumer purchasing issues, rather than just relying on technical innovations

retailing, innovation, youth, consumers, purchasing

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