SHOPPERS � PERCEPTIONS OF RETAIL CARTS BY PRODUCTS SOLD

Abstract

The world has noticed a change in real estate landscape with an increase in temporary retail manifestation. With the ability to enhance the use of space and bring in higher returns to the property investors, many shopping developments have since followed suit. However, little has been shared on how temporary and permanent retail forms may be implemented in a complementary manner. Hence, this study aims to fill the research gap by investigating shoppers’ perceptions of various types of retail carts by product category. The overall objectives were to explore shoppers’ perceptions of various retail carts, segmented by the type of products sold, and if there are significant differences between perceptions of various types of retail carts. This paper adopts a mixed method sequential design by way of qualitative/quantitative sequence. Qualitative data obtained through in-depth interviews highlighted the advantages and disadvantages of retail carts, as well as various reasons why retail carts will remain relevant to the retail industry. Quantitative data was also collected from 300 respondents in four selected shopping malls and the responses were interpreted using one-way ANOVA and factor analysis. It is conclusive that there are significant differences in shoppers’ perceptions of retail carts selling clothes, gifts, jewellery, footwear accessories and mobile phone accessories. In addition, the data revealed that the gender of shoppers has direct influence on several image attributes for each type of retail cart. Finally, in terms of image structures, most retail carts shared several common factors, namely ‘image and marketability’, ‘value’ and ‘support’. Retail carts selling footwear accessories had an additional factor, ‘ambience’.