The Impact of Generation X, Y, Z and Lifestyle in Selecting Preference Retail Mediated by Brand Image Variable

Abstract

Today retail competition is inevitable. To gain market share and gain the most profit, the retailer must know the characteristics of the target market. The existence of several generations in the market, the attention of marketers. Marketers must analyze the generation of the profitable. Each generation has different characteristics, needs and desires. Satisfaction of the generation is a top priority of retailers. Retailers who are able to give trust and satisfaction to those generations will be the main choice. The purpose of this study is to look at the impact of generations X, Y, Z and lifestyle in determining retail choices with brand image variables.