Mall shopping motivations among South African black Generation Y students
Autor: | Jooste, Heiletjie |
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Přispěvatelé: | De Klerk, N., Bevan-Dye, A.L., 20239823 - De Klerk, Natasha (Supervisor), 12426156 - Bevan-Dye, Ayesha Lian (Supervisor) |
Jazyk: | angličtina |
Rok vydání: | 2016 |
Předmět: | |
Popis: | MCom (Marketing Management) at the Vaal Triangle Campus of the North-West University, 2016 Globally, shopping malls are growing rapidly both in number and in size. South Africa, viewed as the gateway to Africa, has moved increasingly towards mall-based retailing. Currently, in 2016, there are 1 785 shopping malls in the country. The role of shopping malls in consumers’ lifestyles is significant and has changed over time from selling needed products to providing one-stop convenience shopping and entertainment to increasingly more empowered, sophisticated and demanding consumers. As a distinct form of consumer behaviour, consumers’ motives for shopping at a mall differ significantly from one individual to another. As such, shopping mall management and marketers are compelled to continuously develop marketing strategies, to meet the changing consumer demand in order to retain current and attract new customers. The Generation Y cohort, born between 1986 and 2005, account for approximately 37 percent of South Africa’s population and are characterised as high spenders and influential pacesetters who spend a significant amount of time and money at shopping malls. More specifically, when segmenting this cohort, black Africans account for 84 percent of the Generation Y cohort. Owing to the significant size, the black Generation Y cohort makes for an attractive and lucrative market segment, specifically those involved in higher education, as they are linked with higher future earning potential and a higher social status, which together are likely to make them opinion leaders amongst their peers. Understanding black Generation Y students’ mall shopping motivations makes an important contribution in that it will help guide the development of specific targeting and positioning strategies for this specific target market. As such, the primary objective of this study was to determine black Generation Y students’ mall shopping motivations within the South African context, in order to guide the formation of marketing strategies for effectively targeting this market. For the purpose of this study, the sampling frame consisted of the 26 registered South African public Higher Education Institutions (HEIs). A judgement sample of two institutions in the Gauteng province was selected from the initial list of 26 registered institutions. A convenience sample of 400 full-time undergraduate black Generation Y students was then conveniently selected in order to conduct this study. The relevant primary data were obtained using a self-administered questionnaire. The statistical analysis of the collected data included exploratory factor analysis, descriptive statistical analysis, correlation analysis, a one-sample t-test and a one-way analysis of variance (ANOVA). The findings of this study suggest that aesthetic stimulation, escape activity, preference for flow, desire for exploration, need to enact a role, desire for social interaction and desire for shopping convenience are strong motivators for black Generation Y students in South Africa to visit a shopping mall. Moreover, they find the convenience offered by shopping at a mall to be the most important mall shopping motive. The aesthetic stimulation of a mall was found to be the second most significant positive motivation for shopping at malls amongst black Generation Y students in South Africa. In addition, Black Generation Y students reported that the desire for flow – having the opportunity to lose sense of time because of the pleasurable state of absorption – is the third most important mall shopping motivator. Insights gained from this study will aid shopping mall managers and marketers seeking to profile and target the lucrative Generation Y consumer shopping market in South Africa. Masters |
Databáze: | OpenAIRE |
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