14 In addition, consumers also enjoy talking to salespeople, and seek a
social experience outside their home, thus this may drive some shoppers to stores in which they find friendly salespeople Tauber, 1972. In fact a one
study found that there is a positive correlation between consumer’s perceived warmth of the service clerk and perceived quality and loyalty to the store
Lemmink and Mattsson, 1998. Schmitt 2003 contends that consumers want to be sold on more than just attributes; they want to be entertained,
stimulated, emotionally affected and creatively challenged. In order to appeal to the emotions of the consumer, the experience must be conveyed. Grewal,
Dhruv, Julie , Michael and Glenn. 2003, Understanding and enhancing the customer experience is important, most marketing executives in consumer
packaged goods, manufacturing and retailing fields consider it important and thus an area for academic research.
2.2 Adolescent’s Perception on Modern Convenience Store
Modern convenience stores are increasingly numerous, led to increase the culture of consumptive especially among the adolescents. For them,
shopping at the modern convenience store has its own prestige value compared to buying in a conventional store. The presence of modern
convenience store is pretty heavy competition for small shops in several areas. The diversity of types of goods and its freshness makes a lot of
adolescent prefer to shop at the modern convenience stores. It is not stores in which they find
d fr
fr i
iendly sales s
pe pe
op op
le Tauber, 1972. In fact a one study found that
at t he
re is a positive correlation betwe ween consumer’s perceived
warmth o
o f
the service cler r
k k
an an
d d
pe pe
rc rc
ei e
ve e
d d
quality and lo loya
y lty to the store
L L
e emmink and
M Mat
at ts
s so
s n, 1998. Schmi
i tt
t 20
20 03
03 contends tha
hat t
consumers want t
t o
o be
be s
old on on
m ore
than just attrib utes
; ;
th t
ey w wa
ant t
to to
be ente tertained,
st st
im im
ul ula
ated ,
, e
emot ionally affected a
nd creatively ch
al le
ng ged
e . In
I o
o rd
rd er
er t
t o ap
p pe
p al
to to
t the e
e mo
tions of the consume r,
t he experie
nc e must be
co onvey
y ed
ed. .
Grewal al,
Dh ru
ru v, Julie , Michael
and Glenn
. 2003
, Un derstanding an
d en
e ha
anc ncin
in g
g the cu
u stom
er exp er
ie nc
e is imp or
ta nt,
mo st
marketing exe
cutives in
i consum
me r
r pa
a ck
aged goods, manu factur
in g and re
tail ing
fi elds consider it i
m mportant
nt and d
th th
u us
an area f
or a
a ca
ca de
de mi
mi c
c re
re search.
2 2.
2 2
Adolescent’s Perception on Modern Convenience Store
M Mo
d dern
n c
c on
on v
venience e
s s
to tore
re s
s ar are
e i
increa i
si ng
ngly ly
n n
umerous, l
l ed
t t
o o in
inc crease
th th
e e
culture e
of of consumptive
especiall lly among the
ad ad
ol ol
escent nt
s. s.
F For them,
shopping at the modern c convenience
e store has its own prestige value compared to buying in a
conventio onal store. The presence of modern
convenience store is pretty he eavy
competition for small shops in several areas The diversity of types of
f goods and its freshness makes a lot of
15 impossible, if more modern convenience stores are existing, the conventional
one will be out of business. On the one hand, culture of consumptive among adolescent has a
positive impact, due to the increased level of consumption, which will improve the economic growth for Indonesia as well. Given that adolescents
are unable to drive independently, they may be restricted to areas in their home and school neighborhoods to which they can walk or bike. Therefore,
youths may be particularly captive to environmental opportunities around their home and school Heet. al 2012.
According to Seok and Sauls 2008: female and male buyers show significant differences in their purchase attitudes trust in purchase, awareness
of the fashion brands, awareness of prices, tendency to buying from home, awareness of time well-being, tendency toward planned purchase. Also, it
was determined that purchase biases among age groups are different. Although, trust in purchase had the highest score among men and women as
well as among all age groups. It was revealed that female respondents paid more attention to well-being in shopping and price than men do.
Gender plays a major role in consumer behavior, since men and women have different expectations, demands, needs and life styles and these
differences affect their shopping behavior. Gender has different aspects and it is not just a variable in market dividing. There are a lot of differences in
attitudinal and behavioral aspects of women and men and they lead to different behaviors in buying goods and services. Bakashi, 2012.
On the one hand, d,
c culture of co
co ns
ns umptive among adolescent has a
positive impac c
t, t, due to the increased level of
f c
c on
o sumption, which will
improve e
t the economic gro
o w
wth h
fo fo
r r
In In
do do
ne ne
si s
a as well. Given en that adolescents
ar r
e e
unable to dr dr
iv iv
e e
in in
dependently, they ma ma
y y
be be r
restricted to a a
re r
as in their home a
a nd
nd s
s ch
ch ool ne
ne ig
ig h
hbor hoods
to which
the hey
y can wa
a lk
lk o
o r
r bi b
ke. Th her
e efore,
yo yo
ut ut
hs hs
may ay
b e part
icularly capti ve
to environm en
ta l
l op
o port
t un
un it
itie ie
s arou ound
th th
e eir ho
o me
and schoo l
Heet. al 20 12
. Ac
cording to Seo k
and Sa
uls 20 08:
female and mal e
e buye
ye rs
rs s
show sig
gnif icant di
ff eren
ces in the ir
p ur
ch ase
at titudes
t ru
st in purcha
se e, awarene
es s
s of
f the fashion brands,
a wa
re ne
ss of pric es
, tend ency to buying fro
m m home
me, aw
aw ar
eness of t
im m
e e
we we
ll ll
-b -b
ei e
ng, tendency cy
t t
ow ow
ar ar
d d
pl pl
an ne
d purc
ha a
se se
. Also, o,
it t
was determined that purchase se
b b
ia ia
ses among age groups are diffe fere
rent nt
. Al
Al th
t ough, trust in purchase had the highest score among men an
n d
d wo o
me me
n n
as we
w ll
l as am
on g
g al
al l
l ag
age grou ps
ps .
. It
It w
was as r
r ev
eale d
d th
th at
at f fem
l ale
re sponde
dent nts
s paid mo
mo re
re a
tt enti
ti on
on t
o well-being i
i n
n shoppi
i n
ng and price tha ha
n n
me m
n do. Gender plays a maj
jor role in consumer behavior, since men and
women have different expect tations, de
emands, needs and life styles and these differences affect their shoppin
n g
g beha havior. Gender has different aspects and it
is not just a variable in market dividing There are a lot of differences in
16
2.3 Customer Loyalty
