Projective techniques in consumer research

Purpose: Using the millennial cohort the purpose of this paper is to assess differences in shopping mall behaviour between three intra-cohorts groups: adolescents (13–17), emerging adults (18–23) and young adults (24–30+). Design/methodology/approach: Using a self-administered questionnaire, respondents were recruited through random customer intercepts at a major shopping mall in a capital city in Australia using a team of trained research assistants. After initial descriptive between group examinations, discriminant analysis was applied to verify group membership. Findings: Results show significant differences between groups. Attitudes based upon mall attributes varied significantly, along with expenditure and other behaviour. The study provides evidence of transitional differences within a generational cohort as mall consumers mature. Research limitations/implications: It serves as a focus for researchers to more actively consider intra-cohort segmentation relating to other generational cohorts. Practical implications: Findings show that emerging adults to be moving away from attending the mall, which means, this group may be lost if retailers are not more proactive in attracting them or at least maintaining them. Coupling this with the group’s transition towards young adulthood, and the fact that these young adults are less likely to go to the mall there is a degree of urgency to develop strategies to keep this transition group engaged if financially feasible. Originality/value: This research is important to ongoing theoretical perspectives of cohort theory and life cycle positions through its application to a more nuanced examination of the millennials cohort.