Entertainment-seeking shopping centre patrons: the missing segments

Sit, Jason and Merrilees, Bill and Birch, Dawn (2003) Entertainment-seeking shopping centre patrons: the missing segments. International Journal of Retail and Distribution Management, 31 (2). pp. 80-94. ISSN 0959-0552

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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.

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Item Type: Article (Commonwealth Reporting Category C)
Refereed: Yes
Item Status: Live Archive
Additional Information: Deposited in accordance with the copyright policy of the publisher.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 22 Nov 2007 23:32
Last Modified: 07 Nov 2013 01:10
Uncontrolled Keywords: entertainment; food; segmentation; shopping centres management; malls
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150499 Commercial Services not elsewhere classified
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
Identification Number or DOI: 10.1108/09590550310461985
URI: http://eprints.usq.edu.au/id/eprint/2685

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