Segmenting multicultural mall visitors: the Israeli case

Abstract

PurposeThe purpose of this paper is two‐fold: first, to identify segments of mall visitors based on the way they perceive mall attributes, their activities and their visiting patterns; second, to examine whether different social groups are characterized by different mall consumption habits. In addition, the Israeli segmentation will be compared with segmentations of mall visitors in other countries, previously described in the literature.Design/methodology/approach – Data were collected through a phone intercept survey of 725 respondents comprising a representative sample of Israeli mall visitors.FindingsIn total, three mall visitor segments were found – enthusiasts, recreationals, and utilitarians – validating findings of previous studies conducted in other countries. The three segments differed in perceived mall attributes, mall activities and visiting patterns, and in their consumption behavior (planned versus impulse buying and money spent), as well as in their demographics.Practical implicationsThe results suggest activities and visiting patterns as the best foundations for the preparation of plans to attract mall visitors. Enthusiasts are attracted primarily by the mall's entertainment activities; recreationals look for places to hang out with others; and utilitarians prefer a functional retail mix. Retailers should address each segment separately and make separate plans accordingly.Originality/valueThe paper contributes to the consumer behavior literature by validating previous findings of three groups of mall visitors; and to the cross‐cultural literature on mall visitors by shedding light on mall visitors in a multicultural society. In addition, the study offers practical insights for mall managements.