Title

Traditional malls vs. factory outlets: comparing shopper typologies and implications for retail strategy

Authors

Authors

K. E. Reynolds; J. Ganesh;M. Luckett

Comments

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Abbreviated Journal Title

J. Bus. Res.

Keywords

retail patronage behaviour; shopper typologies; shopping behaviour; ORIENTATIONS; Business

Abstract

The scholarly literature reflects the presence of numerous shopper typologies and taxonomies that classify shoppers into subgroups. Unfortunately, the use of diverse methodological approaches has restricted the generalizability and comparability of the findings. The current study seeks to fill this gap in our knowledge by means of an examination of shoppers at a traditional mall and a factory-outlet mall. A mall intercept survey was used to collect the data from 1097 shoppers in the traditional mall and 827 shoppers in the outlet mall. Using a multistep-cluster analysis, retail attribute importance ratings were used to derive shopper typologies in both retail formats. The shopper types are profiled on attitudes toward shopping, satisfaction, repeat visit intentions, and other variables. Five shopper subgroups (Basic, Apathetic, Destination, Enthusiasts, and Serious) are described in both retail formats and one additional shopper subgroup exclusive to the factory-outlet mall (Brand Seekers). Future research might focus on other retail formats, including online shopping, to fully understand the similarities and differences between shopper types. (C) 2002 Elsevier Science Inc. All rights reserved.

Journal Title

Journal of Business Research

Volume

55

Issue/Number

9

Publication Date

1-1-2002

Document Type

Article

Language

English

First Page

687

Last Page

696

WOS Identifier

WOS:000177596600001

ISSN

0148-2963

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