Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/219408
Title: IMAGE-SEEKING SHOPPER SEGMENTS: IMPLICATIONS FOR RETAIL MANAGEMENT AND MARKETING STRATEGIES
Authors: EE PIN ADRIAN
Keywords: Shopping Centre Image
Shopper Segments
Retail Strategy
Issue Date: 2004
Citation: EE PIN ADRIAN (2004). IMAGE-SEEKING SHOPPER SEGMENTS: IMPLICATIONS FOR RETAIL MANAGEMENT AND MARKETING STRATEGIES. ScholarBank@NUS Repository.
Abstract: The image of a competitive retail institution is a critical determinant in consumer patronage decisions and has rightly attracted considerable research. Although there exists numerous studies on retail image, much of the focus has been placed on individual stores. Little research attention has been paid to the Image of shopping centres and the segmentation of the Image-seeking shoppers in the local context. Moreover, marketing communications of most have all along appeared to be aimed mainly at a homogenised consumer population rather than attempting to target specific groups. The sequential mixed method design (which involves a qualitative and quantitative phase) was adopted for this study. A model of attributes representing shopping centre image was first identified. The results suggest that besides key image attributes (factors) of previous studies namely - merchandising, accessibility, services and atmospherics, other neglected image attributes such as - entertainment, food and security were also revealed. The importance of using 3 critical image attributes (merchandising, services and accessibility) to attract shoppers and integrating entertainment as part of shopping centre image was also examined. Besides, this research carried out segmentation of the Image-seeking shoppers in Singapore based on their shopping orientations and sought to uncover distinct classes from the segments. Five Image-seeking shopper segments were identified and labelled the "Convenience" shopper, "Passive" shopper, "Comfort" shopper, "Serious" shopper and "Difficult" shopper. It was found that these segments could be further classified into three distinct classes and were labelled the "Hedonist", "Expedient" and "Nonchalant". To conclude, this study highlights the relevance of implementing a segmentation strategy in shopping malls as their competitive environment becomes more turbulent. It also provides useful implications for retail management and marketing strategies.
URI: https://scholarbank.nus.edu.sg/handle/10635/219408
Appears in Collections:Bachelor's Theses

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