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Literature Review On Shopping Malls

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INTRODUCTION

Visiting a shopping mall is a very common act in today’s world. Shopping malls have become a central hub for a diverse set of activities ranging from being an access point to satisfy basic needs for food and clothing to being a social mecca where customers can engage in common interests. Over the last decade, the influx of competitors in the mall arena has forced managers to develop strategies that elevate themselves above the competition. As a result, different malls have deliberately introduced unique attributes to serve as a magnet to attract shoppers. . A thorough understanding of the customer base will enable mall managers to more effectively develop focused marketing and communication strategies that appeal to potential customers. Market segmentation, a well-known business tool used to group customers into practical groups, will assist in developing these strategies. It will also provide some insight into consumer behaviour in the mall context.

This literature review will highlight the motivating factor behind loyal customer behaviour as well as the influence of customer satisfaction. It will emphasise how market segmentation was previously utilised and its relevance to the Growthpoint study.

DESCRIPTION OF SHOPPING MALLS

Definition of shopping malls

The literature provides various definitions for a shopping mall. Farrag et al., (2010:96) concludes that there is a certain homogeneity in malls all over the globe. The literature also differentiates

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