THE PREFERRED RETAIL FORMAT OF MILLENNIALS IN SOUTH AFRICA
Journal: Malaysian E Commerce Journal (MECJ)
Author: Roland Goldberg, Johan Gouws
This is an open access article distributed under the Creative Commons Attribution License CC BY 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited
Within the dynamic realm of consumer behaviour, this study delves into the shopping preferences of South African Millennials, leveraging qualitative methods and an interpretive paradigm rooted in social theory. Through non-probability purposive sampling, insights from 21 participants aged 18 to 35, grouped into four focus groups, are analysed using Atlas.ti 23 and guided by Morse and Field’s stages. The findings unveil a nuanced interplay between online and offline shopping choices, shaped by product categories. Brick-and-mortar stores are preferred for fresh produce, high-value items, and clothing, while online platforms are favoured for budget-conscious purchases. Expansive shopping centers attract Millennials due to diverse offerings and immersive shopping experiences. Location and product range significantly impact the selection of physical stores, with local options preferred for convenience and comfort. Overall, this research underscores the enduring allure of brick-and-mortar stores among South African Millennials, especially within extensive shopping complexes tailored to their diverse preferences.