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shoppers” who value both recreational and economic purpose of a shopping mall and the
“traditional shoppers” who got much lower attraction on the recreational aspects.
In the
main journal entitled Shopping
mall attractiveness: a segmentation approach, (El-
Adly, 2006) segmented shoppers into the following three segments:
•
Relaxed
shoppers,
who
mostly
do
their
shopping
in
the
weekends.
This
type
of
segment
mostly
concern
about
comfort,
mall essence and convenience. They prefer
going to shopping malls which provide comfortable seating and rest areas, ample
parking
and safety to enable shoppers to
spend
time
or to
socialize
within
the
shopping malls. In addition, they also concern about store variety, products’ quality,
after
sales
service,
while
they
have
less concern
about
entertainment,
diversity
and
luxury of shopping mall. To attract this
segment shopping malls should be equipped
with complete supermarkets, good directions inside the mall, shuttle bus service even
good access to reach the mall. However, entertainment, diversity and luxury of
shopping mall are not their priority.
•
Demanding
shoppers.
Generally, demanding shoppers are a segment of
young
people. They have a greater consideration
on
entertainment,
diversity
and
luxury
rather
than
the
other
two
segments.
They also
have
a
stronger
desire
to
stay
in
shopping malls. Thus, the shopping mall management needs to make this segment
feel
comfortable
to
stay
long
in
the
mall,
which
will
automatically
lead
them
to
spend more.
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