31
•
Pragmatic
shoppers.
This
segment
only
concerns
about
the
mall
essence
factor.
To
them,
products
quality,
appropriateness
of
prices
to
their
income
and
variety
of
stores are very important as they tend to compare prices and quality. Shopping malls
and retailers could offer gift with purchase, quantity discount and gift voucher with a
minimum purchase. To this segment, the entertainment factor is not important when
choosing
a
shopping
mall.
The
existence
of
a
large
food
court, the
presence
of
a
cinema
and
the
popularity
of
the
shopping
mall
are
viewed
as
not
important
from
this segment’s point of view.
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