Shopping with mum : mother and daughter consumer socialization

Purpose – Responding to calls for a greater understanding of consumer socialization in young people, this paper aims to investigate daughters' perceptions of shopping with their mothers. It seeks to provide insights into the significance of the retail shopping experience for young women.

Design/methodology/approach – This exploratory study is based on 30 online and three face-to-face interviews with young women aged between 20 and 22. The authors asked the young women who they shopped with and why and to recount some of their best and worst shopping experiences. The interviews were coded and analysed to reveal several recurring themes. This paper reports only on data relating to shopping with their mothers.

Findings – The four major themes that emerged from the interviews with the young women were: gaining independence; trust in mother; the bank of mum; quality time with mum.

Research limitations/implications – The sample is limited to young women in a Midwest university in the USA. Attitudes to consumption and shopping and the mother daughter relationship are culturally derived and may differ in other contexts.

Practical implications – Women are critical to the retail industry and make the bulk of buying decisions for the family. Daughters represent the next generation of this major market force. Marketers and retailers must be cognizant of the power of this relationship.

Originality/value – This paper is the first to report on the daughter-mother shopping experience, with daughters' perceptions of this experience and the outcomes of the consumer socialisation that occur.

Baby boomers' food shopping habits. Relationships with demographics and personal values

The purpose of this study was to examine baby boomers’ food shopping behaviours and to investigate their relationships with demographics and personal values. A questionnaire concerning food shopping behaviours, personal values and demographics was mailed to a random sample of 2975 people aged 40–70 years in Victoria, Australia. Usable questionnaires of 1031 were obtained. Structural equation modelling was employed for data analyses. The analyses revealed that demographics and personal values influenced shopping behaviours via different pathways among male and female baby boomers. For example, self-direction positively impacted on shopping planning for men but negatively influenced price minimization for women. Among women only, age was positively related to shopping planning and negatively to price minimization. Thus, both personal values and demographics influenced baby boomers’ shopping behaviours. Since values are more likely to be amenable to change than demographics, segmentation of the population via value orientations would facilitate targeted interventions to promote healthy food shopping.

Reduced food access due to a lack of money, inability to lift and lack of access to a car for food shopping : a multilevel study in Melbourne, Victoria

Objective: To describe associations between demographic and individual and arealevel socio-economic variables and restricted household food access due to lack of money, inability to lift groceries and lack of access to a car to do food shopping.
Design: Multilevel study of three measures of restricted food access, i.e. running out of money to buy food, inability to lift groceries and lack of access to a car for food shopping. Multilevel logistic regression was conducted to examine the risk of each of these outcomes according to demographic and socio-economic variables.
Setting: Random selection of households from fifty small areas in Melbourne, Australia, in 2003.
Subjects: The main food shoppers in each household (n 2564).
Results: A lack of money was significantly more likely among the young and in households with single adults. Difficultly lifting was more likely among the elderly and those born overseas. The youngest and highest age groups both reported reduced car access, as did those born overseas and single-adult households. All three factors were most likely among those with a lower individual or household socio-economic position. Increased levels of area disadvantage were independently associated with difficultly lifting and reduced car access.
Conclusions: In Melbourne, households with lower individual socio-economic position and area disadvantage have restricted access to food because of a lack of money and/or having physical limitations due difficulty lifting or lack of access to a car for food shopping. Further research is required to explore the relationship between physical restrictions and food access.

Seniors in shopping centres

Many studies have examined issues of youth and public spaces; however, less attention has been devoted to seniors and their navigation and experience of community spaces, particularly in relation to their sense of inclusion in, or exclusion from, consumptive spaces. This paper explores the everyday experiences of seniors in four Australian shopping centres, two in Melbourne and two in Hobart. Based on a survey of 260 seniors (the majority aged 75 years or more), respondents’ perceptions of this environment are considered, including the reasons for visiting the shopping centre, and the challenges of accessing and negotiating the shopping centre ‘terrain’.
The research findings indicate that how seniors engage with and navigate the shopping centre is influenced not only by the nature of the space itself, but also by their personal historical and cultural experiences. Where and why seniors choose to ‘hang out’ in shopping centres has implications for research into the social landscapes of ageing, along with public policy and shopping centre procedures. There is a need to consider both the social and physical well-being of older people in the shopping centre locus, and to take positive steps towards improving and enhancing their experience in an environment that is often used to provide a range of experiences that go beyond mere ‘retail therapy’.

Consuming postcolonial shopping malls

Through a naturalistic inquiry, we interpret shopping malls in India as post-colonial sites in which young consumers deploy the West in an attempt to transform their Third World identities. Shopping malls in former colonies represent a post-colonial hybridity that offers consumers the illusion of being Western, modern, and developed. Moreover, consumption of post-colonial retail arenas is characterised as a masquerade through which young consumers attempt to disguise or temporarily transcend their Third World realities. This interpretation helps us to offer insights into transitioning retail servicescapes of the Third World, which in turn helps to improve extant understanding of consumer identity and global consumer culture.