MOTIVATIONAL TIPOLOGY OF ADOLESCENT MALL CONSUMERS

Abstract

The present study analyses the motivation for adolescent consumers to patronize a regional mall of Fortaleza, in the state of Ceará, Brazil. At first, the bio-demographic profile of the respondents was identified. Secondly, their motivation to patronize the mall was analized. And finallly, similarities on their motivation was studied in order to create a motivational tipology of adolescent mall consumers. The collection of data happened through the usage of a structured questionnaire applied to the adolescents that were at the mall during the research period. To reach the proposed objectives, a survey among 341 adolescent patrons, 12-18 years old, who responded to closed questions, was used. After data analyses, some interesting insights into the adolescent mall consumer profile and their motivation to patronize the mall was found. Concerning the first, a prevalence of male, 13-15 years old, from high social classes with monthly income over USD 1,000 was noticed. As for the second, three motivational groups called: Utilitarians, Hedonics and Mixed, were identified. This insight into adolescent patron behavior will contribute to business and marketing academics, as well as, mall developers and retailers as an important managerial key.