Impact of entertainment on regional shopping centre image: implications for youth shopper segmentation

Paper

Sit, Jason and Birch, Dawn. 2003. "Impact of entertainment on regional shopping centre image: implications for youth shopper segmentation." Geursen, G., Kennedy, R. and Tolo, M. (ed.) ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution. Adelaide, Australia 01 - 03 Dec 2003 Melbourne, Australia.
Paper/Presentation Title

Impact of entertainment on regional shopping centre image: implications for youth shopper segmentation

Presentation TypePaper
AuthorsSit, Jason (Author) and Birch, Dawn (Author)
EditorsGeursen, G., Kennedy, R. and Tolo, M.
Journal or Proceedings TitleProceedings of the 2003 Australian and New Zealand Marketing Academy Conference (ANZMAC 2003)
Number of Pages7
Year2003
Place of PublicationMelbourne, Australia
ISBN0868039829
Web Address (URL) of Paperhttp://smib.vuw.ac.nz:8081/WWW/ANZMAC2003/papers/SER06_sitj.pdf
Conference/EventANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Event Details
ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution
Parent
ANZMAC Conference
Event Date
01 to end of 03 Dec 2003
Event Location
Adelaide, Australia
Abstract

[Abstract]: Entertainment is increasingly an integral part of the shopping centre experience, and can create a base of strategic differentiation for regional shopping centres. However, limited studies have examined the impact of entertainment on regional shopping centre image.
Moreover, using entertainment as a means of identifying youth shopper segments has not been explored. In this study, an inventory of attributes that impact upon shopping centre image was developed, including entertainment attributes. Based on this inventory of image attributes, four segments of youth shoppers were identified, and these were labelled as the ‘convenience’ shopper, the ‘experiential’ shopper, the ‘apathetic’ shopper, and the ‘serious’shopper. Based on their emphasis on the importance of entertainment, the ‘experiential’ youth shopper, which comprised almost 50% of total responses, is identified as the entertainment segment, whereas the other three groups of youth shoppers are less concerned with entertainment, and thus collectively form a non-entertainment segment.

Keywordsshopping centres; retail; entertainment; youth shoppers
ANZSRC Field of Research 2020350605. Marketing management (incl. strategy and customer relations)
Public Notes

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Byline AffiliationsSchool of Management and Marketing
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