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Unformatted text preview: Shopping malls attractiveness: a segmentation approach Mohammed Ismail El-Adly Business Administration Department, College of Business & Economics, United Arab Emirates University, Al-Ain, United Arab Emirates Abstract Purpose The paper aims to determine the attractiveness factors of UAE shopping malls from the shoppers perspective and then to segment shoppers according to these attractiveness factors. Design/methodology/approach A survey of university staff and principal component factor analysis were used to identify shopping mall attractiveness factors. Segmentation approach using K-means cluster analysis was also used to segment mall shoppers due to the identified factors. Findings This study revealed six mall attractiveness factors from the shoppers perspective: comfort, entertainment, diversity, mall essence, convenience, and luxury. It also arrived at three mall shopper segments, specifically, relaxed shoppers, demanding shoppers, and pragmatic shoppers. Each segment was profiled in terms of mall attractiveness attributes, demographics and shopping behaviour. Research limitations/implications This study is limited in that it surveyed UAE University staff as shoppers. Thus, findings may not be representative of UAE shoppers in general. Practical implications Identifying mall attractiveness factors for a segmented market gives a better understanding about patronage motives than when it is applied to the market as a whole. This enables mall managers to develop the appropriate retailing strategies to satisfy each segment. Originality/value This is the first study to provide an insight of mall attractiveness factors as identified by different shopper segments in an Arabian environment without ignoring the special cultural differences in the UAE. Keywords Shopping centres, Market segmentation, Consumers, United Arab Emirates Paper type Research paper Introduction The last few years have witnessed an accelerating increase in the United Arab Emirates retail sector. UAE residents and visitors can easily notice a growing movement in establishing shopping malls all over the country. For example, Dubai is in the process of launching a nine million square foot shopping centre, Dubai mall in 2007, which will be the largest mall in the world (Andersen, 2003, 2005). Factors such as economic prosperity, cultural differences, ethnic mix, and lifestyle changes in the UAE, in addition to hot weather and humidity, have changed the UAE consumers shopping patterns from traditional marketplace souq to shopping centre (El-Adly, 2001). In fact, malls play a major role in consumers lifestyle (Terblanche, 1999). They have become not only a centre for shopping but also a community centre for social and recreational activities (Ng, 2003). Stores, food courts, restaurants, cinemas, childrens play areas, interactive entertainment, social use areas, relaxation spaces and promotional areas are now major components of any mall (Terblanche, 1999).promotional areas are now major components of any mall (Terblanche, 1999)....
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This note was uploaded on 06/12/2011 for the course MM 101 taught by Professor Brunos during the Spring '11 term at London Business School.
- Spring '11