Market segmentation and customer knowledge for shopping centers
Market segmentation and customer knowledge for shopping centers
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购物中心的市场细分和客户知识
DOI：
10.1109/iti.2003.1225379
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发表时间：
2003
期刊：
影响因子：
--
通讯作者：
V. Hlupic
中科院分区：
文献类型：
--
作者：
C. Dennis;D. Marsland;T. Cockett;V. Hlupic
购物中心代表了英国经济的重要组成部分，理所当然地吸引了大量的研究。尽管学术界和从业者对此很感兴趣，但很少有研究关注购物者的市场细分。积极主动的营销管理是只有少数英国购物中心的特色。大多数营销传播似乎主要针对同质化的消费者群体，而不是试图针对特定群体。该报告基于对英国六个购物中心的实证调查，这些购物中心的规模从小型的城内次区域中心到大型的城外区域中心，受访者总数为 287 人。早期的研究描述了购物中心选择的“吸引力”和“距离”方面。在这里，我们探讨了购物者之间行为的差异，并提请注意典型细分市场之间的差异，即哪些属性在购物中心选择中至关重要。我们基于心理分析的事后购物者分类是研究结果的核心。确定的两组“服务”与“商店”重要性动机在建模消费行为方面比传统的先验细分基础更有效。对中心管理人员和研究人员有启发。最后，我们建议购物中心业主和零售租户之间加强数据共享。
Shopping centers represent a substantial slice of the UK economy and have rightly attracted considerable research. Despite interest from academics and practitioners, little research attention has been paid to the market segmentation of shoppers. Proactive marketing management is a feature of only a minority of UK shopping centers. The marketing communications of most would appear to be aimed mainly at a homogenised consumer population, rather than attempting to target specific groups. It is based on an empirical investigation of six UK shopping centers, ranging in size from a small in-town subregional center to a large out-of-town regional center, the total number of respondents being 287. Earlier studies have described the 'attractiveness' and 'distance' aspects of shopping center choice. Here, we explore the differences in behaviour between shoppers and draw attention to differences between exemplar segments as to which attributes are critical in shopping center choice. Our post hoc shopper classification based on a psychographic analysis is central to the findings. Two groups identified, 'service' vs. 'shops' importance motivation, were more effective than conventional a priori segmentation bases in modelling spending behaviour. Implications are drawn for center managements and researchers. We conclude with a suggestion for a greater degree of data sharing between shopping center owners and retail tenants.