Township shopping mall attractiveness factors in Tshwane, South Africa
Date
2014-10-14
Authors
Smee, Shaun Jeromy
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Abstract
One cannot underestimate the progress that has been made in the lifestyles of those residing in South African townships. It is imperative to acknowledge the successes that have been achieved in alleviating poverty and in creating opportunities. Due to the change in lifestyle, and increasing purchasing power, townships have seen the emergence of more sophisticated buyers that place high expectations on local shopping malls.
The main problem of this study is firstly to rate the perceived importance of each shopping mall attractiveness attribute identified through the review of literature, and secondly to rate the perceived satisfaction levels derived from the utility of each attribute identified, both from the perspective of township shoppers. Thirdly, this study will assess whether there are significant differences in the satisfaction analysis results between the three test shopping malls.
This study employs a quantitative research approach.
Data was collected on-site, through method of shopper intercept, at three shopping malls in the Tshwane township areas of Atteridgeville, Mamelodi and Hammanskraal. A total of a hundred and twenty shoppers were surveyed.
In ranking the perceived importance of each attractiveness attribute, partial rank ordering was used as research method. Stacey’s (2006) shotgun stochastic estimation algorithm was employed as method in analysing the partial rank order data.
A five-point Likert scale was used for rating the perceived satisfaction levels derived from the utility of each attribute. The distribution-fitting approach presented by Stacey (2005) was used as method for analysis.
Changes in lifestyle have transformed shopping from that of primarily utilitarian to that of both utilitarian and recreational. The high importance placed on the social and recreational elements of the shopping experience
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are highlighted by this study. A shopping mall is valued as a place to socialise, relax, and catch up with the latest in trends and fashion. It is all about the experience. The results of this study suggest that mall management should deliver quality facilities that enhance convenience, they should provide a variety of entertainment options and social facilities, they should boast a variety of quality stores, and they should provide trading hours that encourage convenience and social activity. Also valued is an ambience of sophistication, with modern décor and a high level of cleanliness. But above all customers want to feel safe and secure throughout the full shopping experience, and overall attractiveness will be highly compromised if safety and security is not delivered upon.
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Keywords
Consumer behavior , Shopping malls -- Social aspects -- South Africa