| Summary: | Shopping is acknowledged as an enjoyable activity where most countries are applying the concept of shopping "festivals", "carnivals" and "seasons". Youth shoppers, those aged between 18 to 30 years old are one of the potential segments that should not be overlooked. They are now being recognized as a meaningful market segment as they have high spending power. Due to the recession, consumer had changed their mindset about discounted goods as nowadays, they are looking for good deals. The concept of customers' perceived value used for more sophisticated measures of the construct. This study investigates the relationship between youth perceived value attributes of bargain shopping towards future intention. There is a lack of studies pertaining to their perceived value of bargain to youth especially the youth excursionist. The findings offer significant implications for retailers and may help the retailers to understand the youth shopping behaviour and refurbish their strategies as to attract youth spend in Malaysia. © 2014 Taylor & Francis Group, London.
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