Impact of entertainment on regional shopping centre image: implications for youth shopper segmentation

Sit, Jason and Birch, Dawn (2003) Impact of entertainment on regional shopping centre image: implications for youth shopper segmentation. In: ANZMAC 2003: Celebration of Ehrenberg and Bass: Marketing Discoveries, Knowledge and Contribution, 1-3 Dec 2003, Adelaide, Australia.

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[Abstract]: Entertainment is increasingly an integral part of the shopping centre experience, and can create a base of strategic differentiation for regional shopping centres. However, limited studies have examined the impact of entertainment on regional shopping centre image.
Moreover, using entertainment as a means of identifying youth shopper segments has not been explored. In this study, an inventory of attributes that impact upon shopping centre image was developed, including entertainment attributes. Based on this inventory of image attributes, four segments of youth shoppers were identified, and these were labelled as the ‘convenience’ shopper, the ‘experiential’ shopper, the ‘apathetic’ shopper, and the ‘serious’shopper. Based on their emphasis on the importance of entertainment, the ‘experiential’ youth shopper, which comprised almost 50% of total responses, is identified as the entertainment segment, whereas the other three groups of youth shoppers are less concerned with entertainment, and thus collectively form a non-entertainment segment.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Authors retain copyright.
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 13 Jun 2009 03:20
Last Modified: 02 Jul 2013 23:19
Uncontrolled Keywords: shopping centres; retail; entertainment; youth shoppers
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations)
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing

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