TY - JOUR
T1 - CONSUMER ATTITUDE TOWARDS SHOPPING MALLS IN SUB-SAHARAN AFRICA
T2 - AN EXPLORATION OF THE “NEW” RETAIL FORMAT IN GHANA
AU - Hinson, Robert E.B.O.
AU - Anning-Dorson, Thomas
AU - Kastner, Adelaide A.N.A.
N1 - Publisher Copyright:
© 2012 Adonis and Abbey Publishers Ltd. All rights reserved.
PY - 2012/1/1
Y1 - 2012/1/1
N2 - This study investigates the Ghanaian retail sector, with particular focus on shopping malls and the behaviour of their patrons i.e. the shoppers. The study reveals eight (8) key mall visitation motivations and five (5) key shop attributes that attract Ghanaian shoppers. Escapism influences the shoppers most, followed by pleasure flow, safety, aesthetic and architectural leisure, respectively. The least motivational factor is exploration. The result suggests that shoppers in Ghana are most likely to see the mall as an escape route from their daily hectic conditions, a place for relaxation. This study has demonstrated that, the retailing environment of the mall can be best understood by studying the characteristics of the tri-components i.e. shoppers, shop, and mall as all activities and behaviour at the mall are inextricably intertwined. Though the study seeks to investigate the behaviour of patrons of shopping malls in the developing economies within the sub-Saharan Africa, the findings are based on shoppers in Ghana. Therefore care must be taken in applying the findings to other developing economies due to differences in culture.
AB - This study investigates the Ghanaian retail sector, with particular focus on shopping malls and the behaviour of their patrons i.e. the shoppers. The study reveals eight (8) key mall visitation motivations and five (5) key shop attributes that attract Ghanaian shoppers. Escapism influences the shoppers most, followed by pleasure flow, safety, aesthetic and architectural leisure, respectively. The least motivational factor is exploration. The result suggests that shoppers in Ghana are most likely to see the mall as an escape route from their daily hectic conditions, a place for relaxation. This study has demonstrated that, the retailing environment of the mall can be best understood by studying the characteristics of the tri-components i.e. shoppers, shop, and mall as all activities and behaviour at the mall are inextricably intertwined. Though the study seeks to investigate the behaviour of patrons of shopping malls in the developing economies within the sub-Saharan Africa, the findings are based on shoppers in Ghana. Therefore care must be taken in applying the findings to other developing economies due to differences in culture.
KW - Consumer behavior
KW - Ghana
KW - Mall Visitation Motivation (MVM)
KW - Shopping Malls
KW - Store Selection Attributes (SSA)
UR - http://www.scopus.com/inward/record.url?scp=85056202429&partnerID=8YFLogxK
U2 - 10.10520/EJC128581
DO - 10.10520/EJC128581
M3 - Article
AN - SCOPUS:85056202429
SN - 1750-4554
VL - 7
SP - 97
EP - 134
JO - African Journal of Business and Economic Research
JF - African Journal of Business and Economic Research
IS - 2-3
ER -