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Shopping Centre Attractiveness - A Mexican-consumer based study

Meliana Lumban Raja
Meliana Lumban Raja

This study examines shopping centre attractiveness from the perspective of Mexican consumers. It conducted qualitative research through interviews with 150 shoppers to identify key dimensions of attractiveness. A survey was also administered to 1,500 shoppers to measure their favorite and most frequently visited shopping centres, frequency of visits, main purposes for visiting, and perceptions of shopping centre attributes. The study aims to identify attractiveness dimensions and segment shoppers based on these perceptions.

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Shopping Centre Attractiveness Mexican-consumer based study by Eva M. Gonzalez-Hernandez & Margarita Orozco-Gomez
Introduction 1. The numbers of shopping centres in Mexico has been increased 45% during 2007 2010. In 2010, Mexico has 550 shopping centres with 15,754,917 m族. 2. The study took place in the Metropolitan area of Guadalajara (MAG) from Jan April 2010. It is the capital of the state of Jalisco and has the 2nd largest population in Mexico (est. 4,364,069 in 2010). 3. MAG is considered a pioneer in the development of shopping centres. The 1st shopping centre in Latin America, Plaza del Sol was opened in Guadalajara on November 25, 1969. 4. Purpose of the study: - To identify shopping centre attractiveness dimensions from the point of view of the Mexican shopper. - To segment shoppers according to these perceptions of attractiveness.
Major Literature on Shopping Centre Attractiveness No Researchers Their Findings The Gravity Model The attractiveness of a shopping centre as inversely proportional to the distance between the shopping 1. Huff(1963) centre and the location of its consumers, and directly proportional to its size 3 factors to measure shopping centre image: 2. Mas-Ruiz (1999) a. Shopping environment b. Variety and professionalism c. Parking Four basic components of shopping centre image: Dennis et al.(2001), Wong et (1) Merchandising 3. al.(2001), Sit et al.(2003) (2) Accessibility (3) Services (4) Atmospheric
Major Literature on Shopping Centre Attractiveness No Researchers Their Findings (1) Merchandising refers to the core of shopping centre activities (diversity of brands & categories, quality and price) (2) The accessibility of a shopping centre: a. Internal: the ease and comfort of access, circulation, and parking. b. External: the shopping centre's location in reference to its consumers 4. Sit et al. (2003) (3) Services: The knowledge and friendliness of the personnel and the infrastructure of a shopping centre. (4) Atmospherics: a. Ambience b. Colour c. Decoration d. Music e. Design
Consumer Typologies of Shopping Centre No Researchers Research Focus Their Findings a. Enthusiast b. Traditionalist 1. Bloch et al. (1994) Behavioral Pattern c. Grazer d. Minimalist a. Enthusiast b. Basic Reynolds et Importance of 2. c. Serious al.(2002) Attributes d. Apathetic e. Destination a. Demanding b. Convenience Importance of c. Entertainment 3. Sit et al.(2003) Attributes d. Serious e. Apathetic f. Services
Consumer Typologies of Shopping Centre No Researchers Research Focus Their Findings a. Full experience b. Traditional 4. Ruiz et al.(2004) Activities Available c. Recreational d. Mission a. Demanding Importance of 5. El-Adly (2007) b. Pragmatic Attributes c. Relaxed a. Mall enthusiast Activities and b. Family bonders 6. Gilboa (2009) Visiting Patterns c. Minimalist d. Disloyal
Classification of Shopping Centre (ICSC definition): Type of Shopping Description Positioning Centre Exclusive and modern open-air centre, dining and entertainment Atmosphere and Lifestyle Centre area in outdoor setting, 2 exclusiveness departmental anchors, luxury brand mix Open-air centre, general merchandising, convenient, two Location or more typical anchors, discount convenience Community Centre dept store, supermarket, Functional pharmacy, home improvement, convenience payment of services, large specialty retailers, multiplex cinema Enclosed, general merchandising, Complex mix of Regional Centre fashion, two full-line dept store as brands and anchors, fashion apparel, dept categories store, etc Old-fashioned centre, no anchor, Entertainment Small Regional Centre one full-line dept store, fashion orientation apparel, dining, entertainment area and cinema
Metholodology of Research No Type Purpose Respondents a. To explore patronage behaviour and purpose of visit 1st 150 shopping centre Qualitative Research b. To look for components that shoppers perceived to be phase consumers shopping centre attractiveness a. To identify the participants' favourite shopping centres. b. To identify the most visited centres. c. To measure the frequency of visits. 2nd Survey by answering d. d. To identify the main purpose for visiting a shopping 1,500 shoppers phase questionnaire centre. e. To measure the frequency of consumption.
Measurement Instrument Measurement Construct Variable Scale Favourite shopping centre Selection of one shopping centre from MAG Nominal Most frequently visited Selection of 1 to 3 visited shopping centres Nominal shopping centre Frequency of shopping centre Times a month that you usually visit a shopping centre Ratio consumption Prioritization of activities that can be carried out in a Types of activities in shopping centre, such as fun, shopping, socialization, Ordinal the shopping centre movies, eating, etc Five-point Likert scale: 28 items that evaluate general perception of the shopping Perception of the shopping centre 1 = Very bad, centre 5 = Very good
Data of Respondents Marital Status Age Single 18-24 years Married 25-32 years Divorced 33-39 years Widowed 40-47 years 55 years - Level of Education Univ grad Diploma or less
Results Shopping centre consumers in the MAG are frequent consumers who come at least once a week (38,3%: 3- 4 times a month, 27,9%: 5-8 times a month). Their main purposes: to shop (81%), entertainment (go to the movies 71%, eat at restaurants 62%), socialize (35%) and have fun with family (24%).
The MAG's Consumer Segmentation Type % Orientation Characteristics Preference Frequency of Visit a. Personal service and internal/external atmosphere Serious Men aged 48 years Moderate consumers : 26% b. Critical to mass Regional Centres Shopper or older 3 or 4 times per month essence, promotions, and recreational options Enthusiast Ease of acceptance of the Men & Women 33-47 Most frequent with 35% Lifestyle Centers Shopper options of the shopping centre years of age 5-8 visits per month Mall essence (variety, prestige, level Basic Women aged 18 to 32 Least frequent with 39% of prices, quality of options and Community Centres Shopper years 1-2 visits per month personal service
Mall essence is the most important factor in attracting Mexican shoppers to a shopping centre. Conclusion While the second most important are popularity and promotional programs. Managerial Implication a. To use the relevant attributes to attract more consumers b. To carefully study the options of different store types, brands, quality and prices c. To develop promotions and the internal and external atmosphere to help differentiate the positioning of shopping centres Limitation of the The difficulty of extrapolating the result to a national picture Research Recommendation for Further research to measure the impact of shopping centre attractiveness on consumer behaviour future research such as frequency of visits, relative spending, satisfaction or loyalty.
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Shopping Centre Attractiveness - A Mexican-consumer based study

  • 1. Shopping Centre Attractiveness Mexican-consumer based study by Eva M. Gonzalez-Hernandez & Margarita Orozco-Gomez
  • 2. Introduction 1. The numbers of shopping centres in Mexico has been increased 45% during 2007 2010. In 2010, Mexico has 550 shopping centres with 15,754,917 m族. 2. The study took place in the Metropolitan area of Guadalajara (MAG) from Jan April 2010. It is the capital of the state of Jalisco and has the 2nd largest population in Mexico (est. 4,364,069 in 2010). 3. MAG is considered a pioneer in the development of shopping centres. The 1st shopping centre in Latin America, Plaza del Sol was opened in Guadalajara on November 25, 1969. 4. Purpose of the study: - To identify shopping centre attractiveness dimensions from the point of view of the Mexican shopper. - To segment shoppers according to these perceptions of attractiveness.
  • 3. Major Literature on Shopping Centre Attractiveness No Researchers Their Findings The Gravity Model The attractiveness of a shopping centre as inversely proportional to the distance between the shopping 1. Huff(1963) centre and the location of its consumers, and directly proportional to its size 3 factors to measure shopping centre image: 2. Mas-Ruiz (1999) a. Shopping environment b. Variety and professionalism c. Parking Four basic components of shopping centre image: Dennis et al.(2001), Wong et (1) Merchandising 3. al.(2001), Sit et al.(2003) (2) Accessibility (3) Services (4) Atmospheric
  • 4. Major Literature on Shopping Centre Attractiveness No Researchers Their Findings (1) Merchandising refers to the core of shopping centre activities (diversity of brands & categories, quality and price) (2) The accessibility of a shopping centre: a. Internal: the ease and comfort of access, circulation, and parking. b. External: the shopping centre's location in reference to its consumers 4. Sit et al. (2003) (3) Services: The knowledge and friendliness of the personnel and the infrastructure of a shopping centre. (4) Atmospherics: a. Ambience b. Colour c. Decoration d. Music e. Design
  • 5. Consumer Typologies of Shopping Centre No Researchers Research Focus Their Findings a. Enthusiast b. Traditionalist 1. Bloch et al. (1994) Behavioral Pattern c. Grazer d. Minimalist a. Enthusiast b. Basic Reynolds et Importance of 2. c. Serious al.(2002) Attributes d. Apathetic e. Destination a. Demanding b. Convenience Importance of c. Entertainment 3. Sit et al.(2003) Attributes d. Serious e. Apathetic f. Services
  • 6. Consumer Typologies of Shopping Centre No Researchers Research Focus Their Findings a. Full experience b. Traditional 4. Ruiz et al.(2004) Activities Available c. Recreational d. Mission a. Demanding Importance of 5. El-Adly (2007) b. Pragmatic Attributes c. Relaxed a. Mall enthusiast Activities and b. Family bonders 6. Gilboa (2009) Visiting Patterns c. Minimalist d. Disloyal
  • 7. Classification of Shopping Centre (ICSC definition): Type of Shopping Description Positioning Centre Exclusive and modern open-air centre, dining and entertainment Atmosphere and Lifestyle Centre area in outdoor setting, 2 exclusiveness departmental anchors, luxury brand mix Open-air centre, general merchandising, convenient, two Location or more typical anchors, discount convenience Community Centre dept store, supermarket, Functional pharmacy, home improvement, convenience payment of services, large specialty retailers, multiplex cinema Enclosed, general merchandising, Complex mix of Regional Centre fashion, two full-line dept store as brands and anchors, fashion apparel, dept categories store, etc Old-fashioned centre, no anchor, Entertainment Small Regional Centre one full-line dept store, fashion orientation apparel, dining, entertainment area and cinema
  • 8. Metholodology of Research No Type Purpose Respondents a. To explore patronage behaviour and purpose of visit 1st 150 shopping centre Qualitative Research b. To look for components that shoppers perceived to be phase consumers shopping centre attractiveness a. To identify the participants' favourite shopping centres. b. To identify the most visited centres. c. To measure the frequency of visits. 2nd Survey by answering d. d. To identify the main purpose for visiting a shopping 1,500 shoppers phase questionnaire centre. e. To measure the frequency of consumption.
  • 9. Measurement Instrument Measurement Construct Variable Scale Favourite shopping centre Selection of one shopping centre from MAG Nominal Most frequently visited Selection of 1 to 3 visited shopping centres Nominal shopping centre Frequency of shopping centre Times a month that you usually visit a shopping centre Ratio consumption Prioritization of activities that can be carried out in a Types of activities in shopping centre, such as fun, shopping, socialization, Ordinal the shopping centre movies, eating, etc Five-point Likert scale: 28 items that evaluate general perception of the shopping Perception of the shopping centre 1 = Very bad, centre 5 = Very good
  • 10. Data of Respondents Marital Status Age Single 18-24 years Married 25-32 years Divorced 33-39 years Widowed 40-47 years 55 years - Level of Education Univ grad Diploma or less
  • 11. Results Shopping centre consumers in the MAG are frequent consumers who come at least once a week (38,3%: 3- 4 times a month, 27,9%: 5-8 times a month). Their main purposes: to shop (81%), entertainment (go to the movies 71%, eat at restaurants 62%), socialize (35%) and have fun with family (24%).
  • 12. The MAG's Consumer Segmentation Type % Orientation Characteristics Preference Frequency of Visit a. Personal service and internal/external atmosphere Serious Men aged 48 years Moderate consumers : 26% b. Critical to mass Regional Centres Shopper or older 3 or 4 times per month essence, promotions, and recreational options Enthusiast Ease of acceptance of the Men & Women 33-47 Most frequent with 35% Lifestyle Centers Shopper options of the shopping centre years of age 5-8 visits per month Mall essence (variety, prestige, level Basic Women aged 18 to 32 Least frequent with 39% of prices, quality of options and Community Centres Shopper years 1-2 visits per month personal service
  • 13. Mall essence is the most important factor in attracting Mexican shoppers to a shopping centre. Conclusion While the second most important are popularity and promotional programs. Managerial Implication a. To use the relevant attributes to attract more consumers b. To carefully study the options of different store types, brands, quality and prices c. To develop promotions and the internal and external atmosphere to help differentiate the positioning of shopping centres Limitation of the The difficulty of extrapolating the result to a national picture Research Recommendation for Further research to measure the impact of shopping centre attractiveness on consumer behaviour future research such as frequency of visits, relative spending, satisfaction or loyalty.