Entertainment-seeking shopping centre patrons: the missing segments.

Sit, J., Merrilees, B. and Birch, D., 2003. Entertainment-seeking shopping centre patrons: the missing segments. International Journal of Retail and Distribution Management, 31 (2), 80 - 94.

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DOI: 10.1108/09590550310461985


Entertainment is increasingly an integral part of the marketing strategy used by shopping centres to entice consumers. Further, entertainment can be a means of image differentiation for shopping centres, given that the image of a competitive retail institution is a critical determinant in consumer patronage decisions. However few studies have examined the contribution of entertainment to shopping centre image. Moreover, using entertainment as a means of identifying distinct market segments has not been explored. Hence, the purpose of this study was twofold. First, a model of attributes that represented the shopping centre image was identified. Three essential attributes that have been neglected in most shopping centre studies were revealed, namely entertainment, food and security. Second, six market segments of shopping centre patrons were identified and labelled the ‘serious’ shopper, the ‘entertainment’ shopper, the ‘demanding’ shopper, the ‘convenience’ shopper, the ‘apathetic’ shopper and the ‘service’ shopper. In particular, the ‘entertainment’ shopper and the ‘service’ shopper are identified as entertainment-seeking segments. Managerial implications of the findings and future research directions are addressed.

Item Type:Article
Uncontrolled Keywords:segmentation ; entertainment ; food ; shopping centre marketing
Group:Faculty of Management
ID Code:21282
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:18 Jun 2014 13:56
Last Modified:02 Aug 2016 11:53

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