Generational Differences in the Perceptions and Usage of Self-Scanning and Paying Counters in Supermarkets

Authors: Irina Maiorescu, Mihaela Bucur, Gabriel Cristian Sabou

Abstract

The study analyses generational differences in the perception and use of self-scanning and self-service technologies in supermarkets in Romania. Using a quantitative methodology based on an online questionnaire applied to a sample of 126 urban respondents, the research examines four hypotheses regarding generational differences. Results indicate significant discrepancies between age groups: young consumers (under 25) are more motivated to visit supermarkets with self-scanning and self-service facilities, and this motivation decreases with age. People under 35 perceive these technologies as very beneficial, while older respondents see them as moderately beneficial. In terms of ease of use, most age groups find the technologies accessible, with the exception of those over 45, who report moderate difficulties. Time efficiency is also perceived differently - younger users experience time savings, while older respondents find the time spent comparable with traditional methods. The results suggest the need for tailored strategies to improve the experience of consumers of different generations when interacting with self-service retail technologies.