Abstract: Millennials was defined as the generation born between 1982 and 2004. They were also known as the Generation Y, who born in the wake of the internet era, digital savvy and distinguished with their preceding Generation X. Many of them were the only child of the family and within which, many single parent families. Millennials is a huge and massive group, which embedded many distinctive sub-groups. In the US alone, there were more than 80 million millennials. For years, researches have been conducted attempting to unveil the unique characteristics and demands of the group. There are, however, strong concerns about and sentiments related to these millennials as workforce for entrepreneurial / economic development. The researcher has a proposition that supervisors, teachers and even parents of the millennial might have difficulties in understanding the millennials, which created major obstacles in motivating or even getting along with these youngsters. This study intended to study the Chin

• Publication Date: 15-Sep-2019
• DOI: 10.15224/978-1-63248-179-5-06
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Abstract: Food and grocery is one of the most important sectors in retail industry as being observed in the top list of global retailers. While many believe that food and grocery shopping is task-oriented and routine, it may be beneficial for retailers to understand the underlying hedonic shopping motivation in this shopping context. This research explored the hedonic motivation in food and grocery stores by adopting previously empiricaltested scale (Arnold and Reynolds, 2003). The study found that only two dimensions of the scale significantly impacted on store satisfaction: adventure and role shopping motivations.

• Publication Date: 15-Sep-2019
• DOI: 10.15224/978-1-63248-179-5-07
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