Determinants of Shopping Experience for Mall Shoppers: Empirical Investigation in an Emerging City of Raipur (India)
1
조회
0
다운로드
1
인용
0
참고문헌
초록
Shopping malls have become key players in the Indian retailspace. Even in upcoming Indian towns, malls have beenmushrooming. Raipur, the capital city of the Indian stateof Chhattisgarh has witnessed the growth over the last fewyears. However, this unplanned growth of malls in citiesis expected to lead to oversupply of mall space in the nearfuture, making things difficult for mall developers. The studyis an attempt to identify appropriate strategies for malldevelopers to iron out such kinks. This paper presents ‘shoppingexperience’ as a tool to compete, succeed and exploreits composition in terms of its constituent factors. The paperuses Exploratory Factor Analysis (EFA) on a non-probabilitysample of 350 respondents. It condenses a set of twentytwomall variables into five factors that directly influencethe shopping experience. These factors included ambience,infrastructure, marketing focus, convenience and safety andsecurity. In terms of significance, shoppers assigned differentweightage to each of these factors. The study shed light oninteresting insights regarding the expectations of mall shoppersin the city of Raipur. The results though interesting, maybe extended to different social, economic and geographic contexts to check the universality. While strategizing, malldevelopers must assign proportionate effort on the factorsbased on the respective contribution to shopping experience. In light of intensifying competition in Raipur, the study issignificant for future prospects of malls. In the absence of ascientific and objective basis, the developers run risk of makingwrong investment and management decisions. This paperis a useful addition to the body of knowledge on managementof shopping malls in India and is unique in terms of its focuson mall shoppers in the smaller Indian cities like Raipur.
Abstract
Shopping malls have become key players in the Indian retailspace. Even in upcoming Indian towns, malls have beenmushrooming. Raipur, the capital city of the Indian stateof Chhattisgarh has witnessed the growth over the last fewyears. However, this unplanned growth of malls in citiesis expected to lead to oversupply of mall space in the nearfuture, making things difficult for mall developers. The studyis an attempt to identify appropriate strategies for malldevelopers to iron out such kinks. This paper presents ‘shoppingexperience’ as a tool to compete, succeed and exploreits composition in terms of its constituent factors. The paperuses Exploratory Factor Analysis (EFA) on a non-probabilitysample of 350 respondents. It condenses a set of twentytwomall variables into five factors that directly influencethe shopping experience. These factors included ambience,infrastructure, marketing focus, convenience and safety andsecurity. In terms of significance, shoppers assigned differentweightage to each of these factors. The study shed light oninteresting insights regarding the expectations of mall shoppersin the city of Raipur. The results though interesting, maybe extended to different social, economic and geographic contexts to check the universality. While strategizing, malldevelopers must assign proportionate effort on the factorsbased on the respective contribution to shopping experience. In light of intensifying competition in Raipur, the study issignificant for future prospects of malls. In the absence of ascientific and objective basis, the developers run risk of makingwrong investment and management decisions. This paperis a useful addition to the body of knowledge on managementof shopping malls in India and is unique in terms of its focuson mall shoppers in the smaller Indian cities like Raipur.
참고문헌 (29)
- BABIN, B. J., "Work and", or fun : measuring hedonic and utilitarian shopping value, 1994, pp.20, 644~656
- BELLENGER, D. N., "Profiling the recreational shopper", Journal of Retailing, 56(3), pp.77~92 (1980)
- BRITO, P. Q., "Shopping Centre image dynamics of a new entrant", International Journal of Retail & Distribution Management, 37(7), pp.580~599 (2009)
- CHATTOPADHYAYA, A., "Perception of mall shoppers in Kolkata: a study", The ICFAI Journal of Consumer Behaviour, 1(3), pp.34~43 (2006)
- DONOVAN, R. J., "Store atmospherics: an environmental psychology approach", Journal of Retailing, 58(1), pp.34~57 (1982)
- EL-ADLY, M. I., "Shopping malls attractiveness: a segmentation approach", International Journal of Retail and Distribution Management, 35(11), pp.936~950 (2007)
- FRASQUET, M., "Shopping centre selection modeling: a segmentation approach", International Review of Retail, Distribution and Consumer Research, 11(1), pp.23~38 (2001)
- HOLBROOK, M. B., "The experiential aspects of consumption: Consumer fantasies, feelings, and fun", Journal of Consumer Research, 9, pp.132~240 (1982)
- JONES, M. A., "Entertaining shopping experiences:an exploratory investigation", Journal of Retailing and Consumer Services, 6(3), pp.129~139 (1999)
- KERIN, R. A., "Store shopping experience and consumer price-qualityvalue-perceptions", Journal of Retailing, 68(4), pp.376~397 (1992)
- KIM, Y., "The relationship among family and social interaction, loneliness, mall shopping motivation and mall spending of older consumers", Psychology & Marketing, 22(12), pp.47~53 (2005)
- KIRKUP, M. H., "Tenancy development in new shopping centers", International Review of Retail, Distribution and Consumer Research, 4(3), pp.345~360 (1994)
- KURUVILLA, S. J., "Mall development and operations: an Indian perspective", Journal of Retail & Leisure Property, 7(3), pp.204~215 (2008)
- KURUVILLA, S. J., "Influence of demographics, psychographics, shopping Orientation, mall shopping attitude and purchase patterns on mall patronage in India", Journal of Retailing and Consumer Services, 17(4), pp.259~269 (2010)
- LEHEW, M. L. A., "US shopping mall attributes: an exploratory investigation of their relationship to retail productivity", International Journal of Retail and Physical Distribution, 28(6), pp.261~279 (2000)
- OPPEWAL, H., "Modeling consumer perception of public space in shopping centres", Environment and Behaviour, 31(1), pp.45~65 (1999)
- OVERSTREET, J., "Safety and security concerns of shopping centre consumers and the effect of these concerns on shopping behaviour", Journal of Shopping Centre Research, 2(1), pp.91~109 (1995)
- REIMERS, V., "Retail centers : it’s time to make them convenient", International Journal of Retail and Distribution Management, 37(7), pp.541~562 (2009)
- "Mall Management- A Growing Phenomenon in Indian Retail Industry" (2007)[URL]
- "Malls more than double in five years" (2013)[URL]
- SINGH, H., "My American cousin : a comparison between Indian and the US shopping malls", Journal of Asia-Pacific Business, 9(4), pp.358~372 (2008)
- SINGH, H., "Determinants of Shopping Experience: Exploring the Mall Shoppers of National Capital Region (NCR) of India", International Journal of Retail and Distribution Management, 40(3), pp.235~248 (2012)
- STOLTMAN, J.J., "Shopping choices: the case of mall choice", Advances in Consumer Research, 18, pp.434~440 (1991)
- SWAMINATHAN, F. J., "Consumer attitude colour growth of malls: Delhi NCR", Abhigyan, 26(2), pp.44~51 (2008)
- SWINYARD, W.R., "The effects of mood, involvement and quality of shopping experience on shopping intentions", Journal of Consumer Research, 20(2), pp.271~280 (1993)
- TALMADGE, C., "Retailers injecting more fun into stores", Advertising Age, 66(44), pp.38~ (1995)
- TRIPATHI, S. N., "Servicescape of a shopping mall: a hierarchical framework", AIMS International Journal of Management, 2(3), pp.215~235 (2008)
- VENKATESWARULU, A., "Concept of a mall: measuring attitude and perception of shoppers towards malls of Mumbai", Indian Retail Review, 1(1), pp.7~16 (2007)
- WAKEFIELD, K. L., "Excitement at the mall: determinants and effects on shopping response", Journal of Retailing, 74(4), pp.515~539 (1998)