Journal of International Consumer Marketing
, 22:95–115, 2010Copyright
Taylor & Francis Group, LLCISSN: 0896-1530 print / 1528-7068 onlineDOI: 10.1080/08961530903476113
Mall Shopping Motives and Activities: A MultimethodApproach
Dalia A. FarragIsmail M. El SayedRussell W. Belk
Using ethnographic methods, this study ﬁrst develops an understanding of the “mallexperience” as perceived by Egyptian consumers. An interpretive model of shopper experiences isdeduced from the ﬁndings and related to shopping activities performed at the mall. The result is 10different clusters of shopping activities. Based on these qualitative ﬁndings, a structured questionnairewas generated in order to test and generalize these ﬁndings and the resulting typology of mall shop-pers. Seven main shopping motives were identiﬁed in subsequent survey research: three functionalmotives—safety, bargain hunting, and convenience—and four hedonic motives—entertainment, free-dom, appreciation of modernity, and self-identity. Measures of the 10 different shopping activitiesderived in the “mall experience model” were then correlated with the shopping motives derived in thesurvey.Atwo-stepclusteranalysisproducedthreemainclustersofshoppers:family-focused,hedonists,andstrivers.Thesethreetypesofshoppersarefurtherdescribedintermsoftheirmotives,mallactivities,and demographic characteristics. The largest number of Egyptian shoppers belonged to the Striverscategory.
Shopping mall, shopper’s typology, Egypt, shopping motives, shopping activities
There has been a paradigm shift from re-garding shopping malls as involving a tradi-tional shopping activity to treating them asretail–entertainment complexes (e.g., Csaba andAskegaard 1999; Kozinets et al. 2004; Talpadeand Hayes, 1997) and as community centers forsocial and recreational activities (Ng 2003).
DaliaA.FarragisAssistantProfessorofMarketingintheMarketingandInternationalBusinessDepartmentat the Arab Academy for Science, Technology & Maritime Transport, Alexandria, Egypt. Ismail M. El Sayedis Associate Professor of Marketing in the College of Business Administration, Department of Marketing andManagement at Kuwait University, Safat, Kuwait. Russell W. Belk is Kraft Foods Canada Chair in Marketingat the Schulich School of Business, York University, Toronto, Ontario, Canada.AddresscorrespondencetoDaliaA.Farrag,AssistantProfessorofMarketing,MarketingandInternationalBusinessDepartment,ArabAcademyforScience,Technology&MaritimeTransport,P.O.Box1029,Miami-Alexandria, Egypt. E-mail: email@example.com
Malls are not only centers for shopping buthighlyorganizedsocialspacesforentertainment,interaction, and other types of consumer ex-citement (Frat and Venkalesh 1993; Pine andGilmore 1999). Stores, food courts, restaurants,cinemas, children’s play areas, interactive enter-tainment,socialuseareas,relaxationspaces,andpromotional areas are now major components of any mall (Terblanche 1999).