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Title Author Year

Main concepts/ Variables/ Theory


This study analysis the increasing number of shopping malls and decreasing of customer. Where the promotional activities of malls are increasingly being used to differentiate the mall through image communication , increase visits, stimulate merchandise purchases. This study also compares the differences between promotional using activities malls and nonpromotional using activities.

Methodology

Major findings

Limitations/ Future research

Assessing the effectivene ss of shopping mall promotion s 1


Andrew G. Parsons

2003

This study consists of two parts. In number one phase a mall intercept survey was conducted across three regional shopping malls in three New Zealand cities with the total sample of 750 customers. Customer had to be 18 or older to complete the survey, and ensure at least some familiarity with mall promotion s had to have shopped in the mall at least once before during the last month. The second part of study involved examining actual sales and visitor number s for one of malls over three month a period. For each week during the observation, the promotional type was noted.

The response of customers towards the promotional using malls is bit negative and highly positive. The findings ensure that the price based promotions are prime attractors for increasing spending at a shopping mall, which provides good face validity to the overall findings, as this is not unexpected. Second some nonprice based promotions rank highly in increasing visits, the traditionally exploited onesfashion shows and product displays do not. An interesting outcome is community displays featuring strongly in increasing the likelihood of visiting, when it is a poor promoter of additional spending, suggesting that this activity is seen out of the set of motivators for shopping behaviour .

Shopping mall management should seek to balance price based promotions with entertainment based promotions with entertainment-based promotions to generate sales and visitor numbers. An area that should be investigated further is the potential to draw customer in to a mall through entertainmentbased promotions appealing to hedonic motives similar to those. This study suggest that such combinations may be effective in increasing both spend and visits, whether such a sequential process would work effectively was not directly assessed. The impact of promotions should not be investigated. The malls examined did not have competing shopping centres of comparable size and attributes located within their primary and secondary catchment areas, and so this was not an issue, but with many areas in the current marketplace containing multiple centres.