Entertainment-seeking shopping centre patrons: the missing segments

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Title Entertainment-seeking shopping centre patrons: the missing segments
Author Sit, Jason; Merrilees, Bill; Birch, Dawn
Journal Name International Journal of Retail & Distribution Management
Editor John Fernie
Year Published 2003
Place of publication United Kingdom
Publisher Emerald Group Publishing Ltd.
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.
Peer Reviewed Yes
Published Yes
Publisher URI http://www.emeraldinsight.com/0959-0552.htm
Alternative URI http://dx.doi.org/10.1108/09590550310461985
Volume 31
Issue Number 2
Edition 2003
Page from 80
Page to 94
ISSN 0959-0552
Date Accessioned 2004-03-03
Language en_AU
Research Centre Griffith Institute For Tourism
Subject PRE2009-Marketing and Market Research
URI http://hdl.handle.net/10072/6428
Publication Type Journal Articles (Refereed Article)
Publication Type Code c1

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