A COMPARATIVE STUDY OF SHOPPING BEHAVIOUR IN FLEA MARKETS AND SHOPPING MALLS

Abstract

Although there exists an extensive body of literature on shopper typologies and their behaviour, much of the emphasis has been placed on shopping mall format. Flea market, on the other hand, has been neglected, even though it has been emerging as an alternative shopping destination. Hence, this research, using a mixed method design, has attempted to examine the classifications of retail shoppers into groups at shopping malls and flea markets. From the qualitative research, twenty-one retailers attributes have been identified based on the perception of the shoppers on the importance of each attribute in contributing to their patronage decisions. Next, the factor analysis revealed six shopper groups across both retail formats. These included quality-oriented, variety-seekers, value-oriented, convenience and recreational shoppers. In addition, the study showed that two variables, quality and value were viewed differently by the two groups of respondents. Mall shoppers would prefer the presence of high-end goods of high quality whereas shoppers in flea market are attracted to flea market because of the ability to bargain. In order to derive more interesting profiles between the mall shoppers and flea market shoppers, their shopping behaviour and patterns are examined. To conclude, this study suggests useful implications and marketing strategies for the similarities and differences identified between the two groups of shoppers.