Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Market dominance, promotions, and shopping mall group performance

Market dominance, promotions, and shopping mall group performance A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasising the security for the customer of knowing that they will receive the same level of mix, no matter which “branch” is shopped at. This research examines the effectiveness of group versus local promotional activities, with the premise that level of local market dominance will impact on the effectiveness of both promotional types. The two key performance indicators of sales and foot traffic were used to measure effectiveness. Findings suggest that promotional type and level of market dominance have significant effects on sales and traffic. Managerial implications are offered, along with suggestions for future research extending this study to other retail groups. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Retail & Distribution Management Emerald Publishing

Market dominance, promotions, and shopping mall group performance

Download PDF
6 pages

Loading next page...
 
/lp/emerald-publishing/market-dominance-promotions-and-shopping-mall-group-performance-zfLNV7EwTx
Publisher
Emerald Publishing
Copyright
Copyright © 2004 Emerald Group Publishing Limited. All rights reserved.
ISSN
0959-0552
DOI
10.1108/09590550410558590
Publisher site
See Article on Publisher Site

Abstract

A common complaint about shopping malls is the “sameness” of them. Despite this, shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasising the security for the customer of knowing that they will receive the same level of mix, no matter which “branch” is shopped at. This research examines the effectiveness of group versus local promotional activities, with the premise that level of local market dominance will impact on the effectiveness of both promotional types. The two key performance indicators of sales and foot traffic were used to measure effectiveness. Findings suggest that promotional type and level of market dominance have significant effects on sales and traffic. Managerial implications are offered, along with suggestions for future research extending this study to other retail groups.

Journal

International Journal of Retail & Distribution Management – Emerald Publishing

Published: Oct 1, 2004

Keywords: Shopping centres; Promotional methods; Performance criteria; Market position

References

  • Shopping Centre Management
    Alexander, A.A.; Muhlebach, R.F.
  • Groupe Leçon markets mall brand
    Anon.
  • Need for uniqueness: shopping mall preference and choice activity
    Burns, D.J.; Warren, H.B.
  • Target marketing and segmentation: valid and useful tools for marketing
    Cahill, D.J.
  • Retailing
    Dunne, P.M.; Lusch, R.F.; Griffith, D.A.
  • Shopping center image, consideration, and choice: anchor store contribution
    Finn, A.; Louviere, J.J.
  • Consumers' price perceptions of promoted products
    Folkes, V.; Wheat, R.D.
  • Target marketing: the logic of it all
    Freeman, K.M.
  • Grocery store saturation in the UK – the continuing debate
    Guy, C.M.
  • Retail banking in Nordic countries: the case of Finland
    Holstius, K.; Kaynak, E.
  • Promotional products versus price promotion in fostering customer loyalty: a report of two controlled field experiments
    Kendrick, A.
  • Marketing shopping centres: challenges in the UK context
    Kirkup, M.H.; Rafiq, M.
  • US shopping mall attributes: an exploratory investigation of their relationship to retail productivity
    LeHew, M.L.A.; Fairhurst, A.E.
  • Retailing Management
    Levy, M.; Weitz, B.A.
  • Assessing the effectiveness of shopping mall promotions: customer analysis
    Parsons, A.G.
  • The hierarchical influence of personal values on mall shopping attitude and behaviour
    Shim, S.; Eastlick, M.A.
  • Bankers binge on bank ads
    Slater, R.B.
  • The impact of price and extra product promotions on store preference
    Smith, M.F.; Sinha, I.
  • Consumer Behavior: Buying, Having, and Being
    Solomon, M.R.
  • Excitement at the mall: determinants and effects on shopping response
    Wakefield, K.L.; Baker, J.