THE IMPACT OF BRAND POSITIONING OF SHOPPING CENTRES ON CONSUMER BEHAVIOUR IN REAL ESTATE RETAIL MARKETING

Abstract

The objective of this research study is to determine the effectiveness of a shopping centre’s brand positioning on consumer behaviour. Additionally, the significance of elements of brand positioning of shopping centres will be weighed and the most important factor will be evaluated and analysed. Ultimately, this dissertation aims to formulate a comprehensive perspective for this retail mall marketing strategy and help retail mail managers and/or marketers identify which segments of brand positioning to invest their marketing funds into, to ensure efficient allocation of financial resources. The research methods used in this study include qualitative and quantitative research techniques. For the former, in-depth interviews were conducted to obtain an initial better understanding of consumers’ perception of brand positioning; after which, quantitative surveys were created and distributed to consumers at chosen shopping centres as well as online participants. The research data collected was analysed using Pearson’s Chi-square test and the Relative Importance Index. The following findings were uncovered: - Brand positioning of retail malls is effective in attracting shoppers and ensuring customer retention. - The most significant factor of brand positioning was “Experiences”. - Consumers choose the shopping destination depending on their shopping style. Accordingly, this research study has contributed to the realm of real estate marketing strategies by giving retail mall managers and marketers an insight into the effects of brand positioning so as to ensure the most optimal utilisation of resources.