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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

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References (20)

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

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