Retail store image attribute effect on buying behaviour among Generation Y in AEON Mall of Kelantan

This paper examines an empirical study of analysing various elements that influence store image on customer buying behaviour. The attributes of store image has consist of store atmosphere, service quality, convenience and promotion. There is only limited study regarding to this topic conduct in Malaysia, especially in AEON Mall, Kelantan. The population of the study comprised on Generation Y in Malaysia. Descriptive survey designs were used for the study. The sample unit focus on Generation Y group who study and live around the AEON Mall, Kelantan. The population of Generation Y in Malaysia approximately is 6.1 million. Based on the Krejcie and Morgan (1970) table, we take 384 as the sample size due to the total population has more than 100000 populations. Therefore, the 35 respondents from were selected from Generation Y group to complete the pilot-test and 384 respondents from Generation Y group were randomly pick for this study. Non-probability convenience samplings were chosen as a sampling in this research. The questionnaire has been distributed to respondent through face to face at AEON Mall, Kelantan. Primary data were collected by using closed ended question in semi-structure questionnaire with multiple choices in section A and 5 Likert scale in section B. The data collected will be analysed by using SPSS. The result of the study will be utilize to improve the relationship between retailers with their prospective customer and help marketer to understand the key attribute that influence the customer buying behaviour among Generation Y in Kelantan. This study is important for retailer to more understand their buying behaviour in order to implement different strategy to different generation. This will help retailer to build a long term relationship with their customer through understanding of their shopping behaviour.