Design Approaches for Supermarket Interior Layouts that Support Cross-Generational Shopping Behavior: A Case Study of Medium-Scale Supermarket

Abstract

This research aims to investigate the purchasing behavior of consumers across different generations and to analyze the influence of interior layout design factors in medium-sized supermarkets on the shopping experience. The study focused on the significance of product zoning, customer circulation, and visual accessibility in supporting efficient purchasing behavior. A mixed-methods research approach was employed, integrating both quantitative and qualitative methods. Quantitative data were collected from 200 consumers representing four generational groups: Baby Boomers, Generation X, Generation Y (Millennials), and Generation Z. Qualitative data were obtained from 16 key informants through in-depth interviews, behavioral observations, and participatory layout design activities using a Participatory Board Game conducted in medium-sized supermarkets located in Bangkok and its metropolitan area. The findings indicate that consumers from different generations exhibit distinct purchasing behaviors, movement patterns, shopping motivations, and spatial perceptions. These differences lead to varying requirements for supermarket interior layouts. The study reveals that layouts featuring clearly organized product zones, continuous circulation routes, and high visual accessibility to key shopping areas improve shopping efficiency, reduce customer confusion, and enhance the overall shopping experience for consumers across all generations. The findings provide practical design guidelines for supermarket interior architecture, retail space management, marketing strategy development, and future commercial space planning. Furthermore, the proposed design recommendations contribute to creating shopping environments that effectively respond to the needs of consumers from different generations while promoting a high-quality and sustainable shopping experience.