Please use this identifier to cite or link to this item: https://scholarbank.nus.edu.sg/handle/10635/219408
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dc.titleIMAGE-SEEKING SHOPPER SEGMENTS: IMPLICATIONS FOR RETAIL MANAGEMENT AND MARKETING STRATEGIES
dc.contributor.authorEE PIN ADRIAN
dc.date.accessioned2022-04-20T08:24:03Z
dc.date.available2022-04-20T08:24:03Z
dc.date.issued2004
dc.identifier.citationEE PIN ADRIAN (2004). IMAGE-SEEKING SHOPPER SEGMENTS: IMPLICATIONS FOR RETAIL MANAGEMENT AND MARKETING STRATEGIES. ScholarBank@NUS Repository.
dc.identifier.urihttps://scholarbank.nus.edu.sg/handle/10635/219408
dc.description.abstractThe 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.
dc.sourceSDE BATCHLOAD 20220420
dc.subjectShopping Centre Image
dc.subjectShopper Segments
dc.subjectRetail Strategy
dc.typeThesis
dc.contributor.departmentREAL ESTATE
dc.contributor.supervisorHWANG MIN
dc.description.degreeBachelor's
dc.description.degreeconferredBACHELOR OF SCIENCE (REAL ESTATE)
Appears in Collections:Bachelor's Theses

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