Shop Selection at the Mall: Key Selection Attributes and Demographic Effects

Abstract

This study intends to investigate shop selection attributes at the mall and their demographic effect. The study adopts the quantitative approach and employs the survey method as its data collection vehicle. Exploratory factor analysis is used to ascertain the key shop selection attributes. The study reveals five (5) key shop attributes that attract shoppers. The findings suggest that display had the most favorable influence on the store selection attribute followed by store personnel, store price, physical store and merchandise quality. There is also a significant relationship between the shoppers’ demographic variables and their store selection attributes. Retailers at the mall can segment their markets based on the demographic features of their target markets as the study found a strong relationships with shop selection variables and demographic idiosyncrasies. This study provides empirical support for the mall and shopping behavior literature from the perspectives of shopping behavior as it shows the key shop selection variables and how they are affected by shoppers characteristics.
Keywords: Shop selection, Shopper behavior, Ghana, Shoppers’ demography.