Entertainment-seeking shopping centre patrons: the missing segments

Article

Sit, Jason, Merrilees, Bill and Birch, Dawn. 2003. "Entertainment-seeking shopping centre patrons: the missing segments." International Journal of Retail and Distribution Management. 31 (2), pp. 80-94. https://doi.org/10.1108/09590550310461985
Article Title

Entertainment-seeking shopping centre patrons: the missing segments

ERA Journal ID22207
Article CategoryArticle
AuthorsSit, Jason (Author), Merrilees, Bill (Author) and Birch, Dawn (Author)
Journal TitleInternational Journal of Retail and Distribution Management
Journal Citation31 (2), pp. 80-94
Number of Pages15
Year2003
PublisherEmerald
Place of PublicationBingley, W Yorks. United Kingdom
ISSN0959-0552
1758-6690
Digital Object Identifier (DOI)https://doi.org/10.1108/09590550310461985
Web Address (URL)http://www.emeraldinsight.com/10.1108/09590550310461985
Abstract

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.

Keywordsentertainment; food; segmentation; shopping centres management; malls
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350499. Commercial services not elsewhere classified
520599. Social and personality psychology not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Management and Marketing
Griffith University
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