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Entertainment‐seeking shopping centre patrons: the missing segments

Jason Sit (Jason Sit is a PhD Candidate in the School of Marketing and Management, Griffith University Gold Coast Campus, Queensland, Australia.)
Bill Merrilees (Bill Merrilees is a Professor, in the School of Marketing and Management, Griffith University Gold Coast Campus, Queensland, Australia.)
Dawn Birch (Dawn Birch is Head of the Department of Marketing, Faculty of Business and Commerce, Unviersity of Southern Queensland, Toowoomba, Queensland, Australia.)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 February 2003

8556

Abstract

Entertainment is increasingly an integral part of the marketing strategy used by shopping centres to entice consumers. Further, entertainment can be a means of image differentiation for shopping centres, given that the image of a competitive retail institution is a critical determinant in consumer patronage decisions. However few studies have examined the contribution of entertainment to shopping centre image. Moreover, using entertainment as a means of identifying distinct market segments has not been explored. Hence, the purpose of this study was twofold. First, a model of attributes that represented the shopping centre image was identified. Three essential attributes that have been neglected in most shopping centre studies were revealed, namely entertainment, food and security. Second, six market segments of shopping centre patrons were identified and labelled the “serious” shopper, the “entertainment” shopper, the “demanding” shopper, the “convenience” shopper, the “apathetic” shopper and the “service” shopper. In particular, the “entertainment” shopper and the “service” shopper are identified as entertainment‐seeking segments. Managerial implications of the findings and future research directions are addressed.

Keywords

Citation

Sit, J., Merrilees, B. and Birch, D. (2003), "Entertainment‐seeking shopping centre patrons: the missing segments", International Journal of Retail & Distribution Management, Vol. 31 No. 2, pp. 80-94. https://doi.org/10.1108/09590550310461985

Publisher

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MCB UP Ltd

Copyright © 2003, MCB UP Limited

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