Differences in shopping mall patrons: an Indian context
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(Published version)
Date
2011
Authors
Pare, V.
Atkinson, G.
Ha, T.T.
Editors
MacCarthy, M.
Martin, M.
Martin, M.
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Conference paper
Citation
Australia New Zealand Marketing Academy Conference proceedings, 2011 / MacCarthy, M., Martin, M. (ed./s)
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Australian and New Zealand Marketing Academy (ANZMAC) Conference (28 Nov 2011 - 30 Nov 2011 : Perth, Australia)
Abstract
This paper examines the extent to which shopping mall visitors classified on the basis of gender and main purpose of visit differ from each other in terms of behavior. The results indicate that men visit mall more frequently but mainly for recreational purposes. Female functional shoppers visit malls more frequently than male functional shoppers and a high proportion of them are browsers. The research suggests that inclusion of motive alongside gender as a demographic variable provides a useful method of examining mall shoppers' behavior.
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Copyright 2011 ANZMAC