Notes from Reading Carpenter, J.M., & Moore, M., (2005) ‘Consumer Preference for
Retail Formats: Implications for Tenant Mix Strategies’, Journal Shopping Center
Research, 12(1), 1-21
demographics in the US are changing: less children, more individuals living together,
more competition- causing retailers to have a greater challenge in their desire to keep
pace with these shifting demographics
researchers focus on location modeling, product purchase patterns, business potential at
retail sites, and customer satisfaction and loyalty programs.
exploratory approach classifies age groups: Seniors, Baby Boomers, Generation X and
Generation Y differ in their attitudes and behavior.Aims to helps retailers gain a better
understanding of consumers among these groups. From a marketing perspective,
generational cohort analysis can provide direction on how to effectively understand and
target specific market segments.
A) Senior Cohort – 1933 -1945 positive attitude toward shopping, commonly describe it
as enjoyable. Value high quality and want reasonable prices. Look for sales promotions,
ease of locating products, and availability of personnel for assist