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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 m².


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.
Gracias!

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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 m². 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.