Abstract
The level of competition in the retail market is high and demands a need to manage shopping malls appropriately and understand the general consumer behavior during visits at shopping mall in terms of their main reasons for visiting the mall and attitude in order to attract shopping mall visitors to visit these malls. The purpose of the study aimed to determine consumers’ main reasons for visiting the shopping mall and their frequency of visits at the mall. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at regional shopping mall/centre in the capital city of South Africa, Pretoria. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the consumers visit the shopping mall with certain reasons in mind and the frequencies of visits of these consumers vary. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall managers, with regard to marketing communications and marketing strategies that aim to increase the frequency of visits of consumers at the shopping mall. Suggestions for future research are provided. Keywords: shopping mall, shopping reasons, consumption activities, mall-initiated activities, social activities. JEL Classification: M31, M32
Highlights
The level of competition in the retail market is high and demands a need to manage shopping malls appropriately and understand the general consumer behavior during visits at shopping mall in terms of their main reasons for visiting the mall and attitude in order to attract shopping mall visitors to visit these malls
This study contributes to the current literature and provides valuable information to South African retailers and shopping mall managers, with regard to marketing communications and marketing strategies that aim to increase the frequency of visits of consumers at the shopping mall
Kim et al (2011) revealed that shopping mall customers visit shopping malls for searching for particular products, but they view these visits as an entertainment activity that provides fun and pleasure from the shopping experience, these findings are supported by the findings of the current study that consumers visit shopping mall for entertainment purposes such as watching movies, celebrate special occasions, and for eating out, not for just buying groceries, homeware, and the use of mall facilities such as cash withdrawals and paying accounts at automated teller machines (ATM)
Summary
The level of competition in the retail market is high and demands a need to manage shopping malls appropriately and understand the general consumer behavior during visits at shopping mall in terms of their main reasons for visiting the mall and attitude in order to attract shopping mall visitors to visit these malls. The data were collected at regional shopping mall/centre in the capital city of South Africa, Pretoria. Regional shopping mall is defined by having two or four major tenant stores in a building and with the floor area between 250,000 to 800,000 square feet This shopping mall offers business products, domestic appliances, a variety of services and entertaining equipment (Juhari et al, 2012). Understanding the consumers’ reasons for visiting shopping malls could assist in the segmentation of these consumers which will provide valuable input into the development of marketing communications strategies to attract more consumers to visit the shopping malls, and further increase their frequency of visit at the mall, Kolonnade Shopping Centre. Family members can go to these restaurants together for family bonding (Farrag et al, 2010)
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