GENERATIONAL RESPONSE TO RETAIL DESIGN

This dissertation explores the generational responses to retail design, emphasizing the distinctive preferences and shopping behaviours of Baby Boomers, Generation X, Millennials, and Generation Z. The research investigates how retail design elements—such as storefront aesthetics, store layouts, lighting, colour schemes, visual merchandising, engagement zones, and technology integration—impact customer behaviour and satisfaction across different age groups. The study aims to analyse generational differences in retail design perceptions through a mixed-methods approach combining literature review, case studies and primary research conducted in Lucknow and Delhi-NCR. Keywords: retail design, generational cohorts, consumer behaviour, store atmospherics, experiential retail, customer engagement, spatial design, omnichannel retail, cross merchandising, retail strategy