Mall Patronage Behaviour: Understanding the Inter-Linkages Between Shopping Motives, Shopper Demographics, and Shopping Behaviour
DOI:
https://doi.org/10.17010/ijom/2014/v44/i11/80112Keywords:
Shopping Mall
, Patronage Behavior, Shopping Motives, Shopping Behavior, Hedonic and Utility MotivesPaper Submission Date
, January 13, 2014, Paper sent back for Revision, June 20, Paper Acceptance Date, August 3, 2014.Abstract
The retailing sector in India has undergone significant metamorphosis in the past 10 years. Retailing is gradually inching its way towards becoming the next boom industry. Organized retailing has ushered a total transformation of the whole concept of shopping in terms of consumer buying behavior. Shopping today is much more than just buying - it is an experience in itself. The retailing business in India has witnessed a huge growth due to the emergence of supermarkets as well as centrally air-conditioned malls. Consumers are the major beneficiaries of the retail boom. The Indian consumer too is changing rapidly. They now have a choice to choose from a wide range of products, quality, variety, and prices. Consumers are now showing a preference for shopping malls, which enable them to shop a variety of products under one roof and offer a shopping experience in terms of ambience and entertainment. This research tried to examine the impact of shopping motives, demographical profile (age and gender) of shoppers on shopping behaviour: frequency of visits, time spent at the shopping mall, and amount spent on per visit. An attempt was also made to establish a relationship between shopping behaviour and patronage. The study results showed that shopping motives and shopping behavior of the shoppers differed by gender and generation (age group). The results also revealed that shopping behavior (frequency of visits and time spent at the shopping mall) had a positive relationship with patronage behaviour.Downloads
Downloads
Published
How to Cite
Issue
Section
References
Allard, T., Babin, B. J., & Chebat, J. - C. (2009). When income matters: Customers evaluation of shopping malls' hedonic and utilitarian orientations. Journal of Retail Consumer Services, 16 (1), 40 - 49. DOI: 10.1016/j.jretconser.2008.08.004
Anand, T. (2008). Organized retailing in India: Need of the hour. Marketing Mastermind, 28-30.
Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79 (1), 77-95.
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20 (6), 644-656.
Batra, R., & Ahtola, O. T. (1991). Measuring the hedonic and utilitarian sources of consumer attitudes. Marketing Letters, 2 (2), 159 - 170. DOIs: http://dx.doi.org/10.1007/BF00436035
Bloch, P.H. & Richins, M.L. (1983). Shopping without purchase: An investigation of consumer browsing behaviour. In R. P. Bagozzi & A. M. Tybout (Eds.), NA - advances in consumer research (Volume 10, pp. 389-393). Ann Abor, MI : Association for Consumer Research.
Bloch, P. H., Ridgway, N. M., & Dawson, S. A. (1994). The shopping mall as consumer habitat. Journal of Retailing, 70 (1), 23-42. DOI : http://psycnet.apa.org/doi/10.1016/0022-4359(94)90026-4
Berry, L. L., Seiders, K., & Grewal, D. (2002). Understanding service convenience. Journal of Marketing, 66 (3), 1-17.
Cleveland, M., Babin, B. J., Laroche FRCS, M., Ward, P., & Bergeron, J. (2003). Information search patterns for gift purchases: A cross-national examination of gender differences. Journal of Consumer Behaviour, 3 (1), 20 - 47. DOI: 10.1002/cb.120
Dolakia, R.R., Pedersen, B., & Hikmet, N. (1995). Married males and shopping: Are they sleeping partners? International Journal of Retail & Distribution Management, 23(3), 27 - 33.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319. DOI: http://psycnet.apa.org/doi/10.2307/3172866
Fischer, E., & Arnold, S.J. (1990). More than a labor of love: Gender roles and Christmas gift shopping. Journal of Consumer Research, 17(12), 333 - 345.
Fischer, E., & Arnold, S. J. (1994). Sex, gender identity, gender role attitudes, and consumer behaviour. Psychology and Marketing, 11(2), 163 - 182.
Jha, S., & Singh, B. (2013). Impact of ambient music and affability of salespersons on consumer behaviour in a real retail setting with emphasis on gender differences. Indian Journal of Marketing, 43 (3), 5-11.
Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value: Difference by gender and generational cohort. Journal of Retailing and Consumer Services, 18 (1), 1-9. DOI: 10.1016/j.jretconser.2010.08.002
Khare, A. (2011). Mall shopping behaviour of Indian small town consumers. Journal of Retailing and Consumer Services, 18(1), 110-118.
Kaushal, S.K, & Medhavi, S. (2011). To identify the prominent factors of shopping mall behaviour : A factor analysis approach. Indian Journal of Marketing, 41(5), 53- 64.
Littrell, M. A., Ma, Y. J., & Halepete, J. (1995). Generation X, baby boomers, and swing: Marketing fair apparel. Journal of Fashion Marketing and Management, 9(4), 407- 419.
Martin, C. A., & Turley, L. W. (2004). Malls and consumption motivation: An exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution management, 32 (10), 464-475.
McDonald, M. (1999). The pall in the mall: Times are tough for the enclosed shopping centre. US News and World Report, 18(Oct), 64 - 67.
Meneely, L., Burns, A., & Strugnell, C. (2009). Age associated changes in older consumers retail behaviour. International Journal of Retail & Distribution Management, 37(12), 1041-1056.
Miceli, T.J., Sirmans, C.F., & Stake, D. (1998). Optimal competition and allocation of space in shopping centres. Journal of Real Estate Research, 16 (1), 113 - 126.
Nunnally, J. C. (1978). Psychometric theory (2 nded.). New York: McGraw Hill.
Oliver, R. L., & Swan, J. E. (1989). Consumer perceptions of interpersonal equity and satisfaction. Journal of Marketing, 53 (2), 21 - 35. DOI : http://psycnet.apa.org/doi/10.2307/1251411
Pan, Y. & Zinkhan, G. M. (2005). Determinants of retail patronage: A meta-analytical perspective. Journal of Retailing, 82(3), 229 - 243.
Pathak, S.V., & Tripathi, A. P. (2009). Customer shopping behavior among modern retail formats: A study of Delhi & NCR. Indian Journal of Marketing, 39 ( 2 ), 3-12.
Pavlou, P. A., & Chai, L. (2002). What drives electronic commerce across cultures? A cross-cultural empirical investigation of the theory of planned behavior. Journal of Electronic Commerce Research, 3 (4), 240 - 253.
Prabha, G. L., & Baseer, A. (2007). Emerging retail trends in India. Indian Journal of Marketing, 37 (12), 23-27.
Sit, J., Merrilees, B., & Birch, D. (2003). Entertainment-seeking shopping centre patrons: The missing segments. International Journal of Retail & Distribution Management, 31(2), 80-94.
Sherry Jr., J. (1990). A socio cultural analysis of a mid western flea market. Journal of Consumer Research, 17 (6), 12 - 30.
Tauber, E.M. (1972). Why do people shop? Journal of Marketing, 36(4), 46-49.
Westbrook, R.A., & Black, W. (1985). A motivation-based shopper typology. Journal of Retailing, 61 (1), 78-103.
Wakefield, K.L., & Baker, J. (1998). Excitement at the mall: Determents and effects on shopping responses. Journal of Retailing, 74 (4), 515-539.
Underhill, P. (2009). Why we buy: The science of shopping. New York, NY: Simon & Schuster, Inc.
