BEHAVIORAL, PERCEPTUAL AND USAGE DIFFERENCES AMONG SHOPPING MALL CONSUMERS
Shopping malls become one of the essential parts of urban life. There are two main factors behind this development. These are reconstruction of leisure time and gaining wide currency of consumption culture among society. In addition to social and cultural motives, economic functions of shopping mall...
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| Formato: | article |
| Lenguaje: | DE EN FR TR |
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Fırat University
2019
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| Acceso en línea: | https://doaj.org/article/423f62177ce1457dbb876336d9cef311 |
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| Sumario: | Shopping malls become one of the essential parts of urban life. There are two main factors behind this development. These are reconstruction of leisure time and gaining wide currency of consumption culture among society. In addition to social and cultural motives, economic functions of shopping malls are one of the reasons for their being. Shopping malls have started to compete with city centers especially in terms of their retailing functions. However to know the potential consumer group well and to advance proper selling strategies according to their preferences are the first condition of performing this retailing function ideally. Research conducted until now show us how shopping mall customers differentiate in itself in terms of consumption behavior. The aim of this study is to deepen the level of knowledge in this field of study by providing new information about topic by means of adding new dependent variables. The study shows that variables of gender, age level, marital status and education level have determining effects on perception and usage of shopping malls by consumers. In other words, life style, as a combination of social, cultural and economic variables, shapes the consumer shopping behavior. The behavioral differences among people resulting from social, cultural and economic characteristics will not only affect their relations with shopping malls but also their reaction to or perception of near future developments such as artificial reality, augmented reality, industry 4.0. |
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