Objects of Desire Consumer Behaviour in

What determines where people shop? Why would shoppers visit one shopping center rather than another? Developers, backers, planners and Government will wish to estimate the viability of proposed new centers. Developers wish to plan, build and/or improve shopping centers to maximize profitable retail sales and shopper satisfaction. This book explores a range of perspectives from the traditional to the latest thinking.

Charles Dennis is a Chartered Marketer and lecturer at Brunel University, UK.

List of Tables

xi

List of Figures

xiii

Acknowledgements

xv

List of Contributors

xvi

Part I - Introduction and Background

Introduction

3

(6)

Background

9

(16)

Retail in a marketing context

10

(1)

The meaning of `image'

11

(2)

Shopping centres

13

(1)

The historical context of shopping centres

14

(11)

Part II - Why People Shop Where They Do -- Shoppers' Responses to Attributes of Shopping Centres

Research Questions, Methodology and Questionnaire Design for Part II

25

(13)

Research questions and hypotheses

25

(1)

Methodology

26

(5)

Summary of procedure

31

(2)

Questionnaire design

33

(3)

Investigating research questions

36

(2)

Why Do People Shop Where They Do? The Attributes of Shopping Centres that Determine Where Consumers Choose to Shop

38

(13)

Introduction

38

(1)

Results

39

(5)

Discussion and hypothesis testing

44

(3)

Implications

47

(1)

Conclusions and limitations

48

(3)

The Shopping Centre as a Brand

51

(19)

Introduction

51

(4)

Methodology and procedures

55

(4)

Results

59

(5)

Implications and conclusions

64

(6)

The Shopping Centre as an Object of Desire: Attraction and Distance in Shopping Centre Choice

70

(18)

Introduction

70

(1)

Objects of desire

71

(4)

Method

75

(1)

Results for the four centres

75

(3)

Predictions for two `validation centres'

78

(1)

Results for the two validation centres and combined results for all six centres

79

(4)

Hypothesis testing

83

(1)

Implications and conclusions

84

(1)

Appendix 5.1: Modelling of individual relative spending across all six centres

85

(3)

Central Place Practice: Shopping Centre Attractiveness Measures, the `Break Point', Catchment Boundaries and the UK Retail Hierarchy

88

(29)

Introduction

88

(1)

Central Place Theory

89

(4)

The retail hierarchy

93

(4)

Propositions

97

(1)

Attractiveness

98

(1)

Steps in the retail hierarchy

98

(1)

Unified attractiveness scale

99

(3)

Break point and distance exponent

102

(3)

The catchment boundary

105

(5)

Discussion and conclusions

110

(7)

Marketing Segmentation for Shopping Centres

117

(28)

Introduction

117

(1)

The background to market segmentation

117

(1)

A priori segmentation

118

(1)

Post hoc segmentation: lifestyle and psychographics

118

(1)

Segmentation for shopping centres

119

(2)

Strategic considerations

121

(1)

The design and method for this study

122

(2)

Results

124

(5)

Modelling behaviour for shopper segments

129

(3)

Discussion and implications

132

(2)

Conclusions

134

(4)

Appendix 7.1: Factor analysis models

138

(7)

Part III -- Consumer Decision Processes in Shopping Choices

Shoppers' Motivations in Choices of Shopping Centres

145

(40)

Introduction

145

(3)

Study 1

148

(5)

Study 2

153

(8)

Discussion and conclusions

161

(2)

Appendix 8.1: Constructs from the first six focus groups

163

(1)

Appendix 8.2: Extracts from the final motivation focus group

164

(5)

An Environmental Psychology Approach to Consumers Choices of Shopping Centres

Introduction

169

(1)

Captive Audience Networks

169

(1)

Conceptual framework

170

(1)

Models

170

(6)

Method

176

(1)

Findings

176

(1)

The simple image model

177

(3)

Discussion

180

(1)

Conclusions and implications for management

181

(4)

An Evolutionary Psychology Approach to Understanding the `Why' of Shopping Behaviour: the Savannah Hypothesis of Shopping

185

(12)

Introduction

185

(4)

The Savannah hypothesis of shopping

189

(1)

Testing the Savannah hypothesis of shopping

189

(1)

Results

190

(2)

Discussion and conclusion

192

(5)

Part IV -- Futurescapes

Shoppers' Motivations for E-shopping

197

(25)

Introduction

197

(2)

Research framework

199

(1)

Procedure

200

(1)

Results and analysis

201

(5)

Discussion and implications

206

(11)

Conclusions

217

(2)

Appendix 11.1

219

(3)

E-shopping Compared with Shopping Centres

222

(19)

Introduction

222

(5)

Research questions

227

(1)

Procedure

227

(2)

Results

229

(6)

Conclusions

235

(6)

Conclusions and Implications

241

(8)

Limitations

241

(1)

Theoretical frameworks utilised

241

(1)

Theoretical postulations supported

242

(2)

Conclusions and implications

244

(2)

Future research

246

(3)

References

249

(18)

Index

267

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Objects of Desire Consumer Behaviour in Shopping Centre Choices

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Objects of Desire Consumer Behaviour in Shopping Centre Choices

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Table of Contents

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