DIFFERENCES IN SHOPPING PRIORITIES BY INDIVIDUAL CHARACTERISTICS – TIME, AGE, AND GENERATION –

Abstract

 In recent years, the wider popularity of the internet and other factors are thought to have changed shopping behaviors and attitudes. Nevertheless, these changes might differ depending on individual values. To obtain basic information for measures necessary to enhance the shopping environment, we analyzed the emphasis assigned to the shopping environment, particularly addressing age, generation, and individual characteristics. Results clarify that, 1) despite the spread of EC, convenience of real stores is more important today than ever, 2) the older generation does not emphasize the convenience of the internet, and 3) young people emphasize low-priced products. The analysis particularly addressing individual characteristics demonstrated that residents of regional metropolitan areas emphasize access to real stores, whereas residents of the three major metropolitan areas emphasize the quality and preference of products.