From School Benches Straight to Retirement? Similarities and Differences in the Shopping Behaviour of Teenagers and Seniors in Bratislava, Slovakia

Abstract

The shopping behaviours of teenagers in shopping centres in Bratislava (Slovakia) is compared to those of seniors in this paper. The analysis focuses on the perception of shopping centres by teenagers and seniors in the context of time (shopping frequency), social (with whom they shop) and financial (amount of money spent) factors. The survey was conducted on random samples of 504 teenagers and 431 seniors. To test the hypotheses, group means were evaluated (Analysis of Variance models). When assessing the spatial aspects of teenagers’ and seniors’ shopping behaviours, a concentric zone approach was used. It can be concluded that Bratislava teenagers are not as sensitive consumers as seniors in the context of the variables assessed in the survey. Teenagers perceive shopping centres as a normal part of their consumption behaviours. Seniors perceive the shopping centres less positively and they spent a shorter time there. Also, in the case of seniors, the frequency of their visits to shopping centres increased in the context of their positive perceptions.

Keywords

• shopping behaviour
• teenagers
• seniors
• shopping centres
• bratislava
• slovakia