Patrick Joel Turkson, Felix Amoah, Marlé van Eyk
Vol 19 | Issue 2 pp. 44-53
Abstract
This research aimed to examine the effect of gender and age on shopping mall customers’ perceived utilitarian and hedonic value. The quantitative study was followed, and data was collected through self-administered questionnaires. Only respondents who had shopped in shopping malls between November 2020 and January 2021 were recruited to complete the questionnaire. The final data analysis included 500 usable questionnaires. The study revealed a significant difference between the gender and utilitarian value of shoppers within the shopping malls. Similarly, significant differences were found amongst the ages of the respondents and in both hedonic and utilitarian value. Based on the empirical findings, it is recommended that shopping mall managers segment the activities of the shopping mall in terms of the gender of consumers to enhance effective targeting and satisfy consumer desires and needs. It is also suggested that managers of shopping malls strive to identify the pressing needs and desires of the various age groups who shop at the malls. This will assist shopping mall managers in their planning to fulfill customers’ expected hedonic and utilitarian value.
Keywords: Age, gender, Ghana, hedonic value, shopping mall, utilitarian value.
References
Ahmed, A.K., Senthilkumar, C.B. & Nallusamy, S. 2018. Study on environmental impact through analysis of big data for sustainable and green supply chain management. International Journal of Mechanical and Production Engineering Research and Development, 8(1):1245-1254.
Albayrak, T., Caber, M. & Çömen, N. 2016. Tourist shopping: The relationships among shopping attributes, shopping value, and behavioural intention. Tourism Management Perspectives, 18(1):98-106.
Amoah, F., Radder, L., & van Eyk, M. 2018. Profile Variables as a Basis for Segmenting Markets: A Guesthouse Perspective. Journal of Economics and Behavioral Studies, 10(3 (J)):60-73
Atulkar, S. & Kesari, B. 2017. Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 39:23-34.
BCG 2022. Emerging markets: The Future of Traditional Retail in Africa. [Online]. Available:http:www.bcg.com/publications/2022/the-future-of-traditional-retail-in-africa [ Accessed 26September 2023].
Botschen, G. & Wegerer, P.K. 2017. Brand-driven retail format innovation: A conceptual framework. International Journal of Retail & Distribution Management, 45(7/8):874-891.
Chandon, P., Wansink, B. & Laurent, G. 2000. A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4):65-81.
Chiu, C.M., Wang, E.T., Fang, Y.H. & Huang, H.Y. 2014. Understanding customers’ repeat purchase intentions in B2C e‐commerce: the roles of utilitarian value, hedonic value and perceived risk. Information Systems Journal, 24(1):85-114.
Deloitte. 2015. African powers of retailing: New horizons for growth. [Online]. Available: https://www2.deloitte.com/content/dam/Deloitte/za/Documents/con sumer-business/Deloitte-African-powers-of-retailing-Feb16.pdf [Accessed 26 May 2019].
El-Adly, M.I. & Eid, R. 2016. An empirical study of the relationship between shopping environment, customer perceived value, satisfaction, and loyalty in the UAE malls context. Journal of Retailing and Consumer Services, 31:217-227
El Hedhli, K., Chebat, J.C. & Sirgy, M.J. 2013. Shopping well-being at the mall: Construct, antecedents, and consequences. Journal of Business Research, 66(7):856-863.
Grand View Research 2023. Shopping Centers Market Size, Share & Trends Analysis Report By Product Type (Apparel & Accessories, FMCG, Hardline & Softline, Diversified), By Region, And Segment Forecasts, 2022 – 2028.[Online]. Available: https://www.grandviewresearch.com/industry-analysis/shopping-centers-market-report[ Accessed 26 September 2023].
Idoko, E.C., Ukenna, I.S. & Obeta, C.E. 2019. Determinants of shopping mall patronage frequency in a developing economy: Evidence from Nigerian mall shoppers. Journal of Retailing and Consumer Services, 48:186-201.
Han, H., Lee, S., Ariza-Montes, A., Al-Ansi, A., Tariq, B., Vega-Muñoz, A. & Park, S.H. 2021. Muslim travelers’ inconvenient tourism experience and self-rated mental health at a non-Islamic country: Exploring gender and age differences. International Journal of Environmental Research and Public Health, 18(2):1-17.
Huaman-Ramirez, R. & Merunka, D. 2019. Brand experience effects on brand attachment: the role of brand trust, age, and income. European Business Review,31(5):610-645.
Hulin, C., Netemeyer, R. & Cudeck, R. 2001. Can a reliability coefficient be too high? Journal of Consumer Psychology, 10(1): 55-58.
Johnson, B. & Christensen, L. 2014. Educational research: Quantitative, qualitative and mixed approaches. 5th ed. California: Sagepublications.
Juhari, N.H., Ali, H.M. & Khair, N. 2012, March. The shopping mall servicescape affects customer satisfaction. In 3rd International Conference on Business and Economic Research. 617-632.
Kesari, B. & Atulkar, S. 2016. Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consume Services, 31(1):22-31.
Khare, A. 2011. Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers. Journal of Retail & Leisure Property, 9(5):429-442.
KPMG. 2017. The evolution of malls and their value proposition: What’s the deal? [Online]. Available: https://assets.kpmg/content/dam/kpmg/ae/pdf/Whats-the-deal.pdf [Accessed 10 May 2019].
Kushwaha, T., Ubeja, S. & Chatterjee, A.S. 2017. Factors influencing selection of shopping malls: an exploratory study of consumer perception. Vision, 21(3):274-283.
Lee, E.J. 2020. Gender influence in the effect of design aesthetics on perceived product value of wearables. International Journal of Advanced Culture Technology, 8(2):129-138.
Lewicka, M. 2010. What makes neighborhood different from home and city? Effects of place scale on place attachment. Journal of Environmental Psychology, 30(1):35-51.
McKinsey 2014. The future of the shopping mall. [Online] Available:https:// www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/the-future-of-the-shopping-mall. [Accessed 26 September 2023].
Melewar, T.C., Alwi, S., Karim, J.A., Kumar, M. & Rahman, S.A. 2013. Measuring shopping values of Malaysian retail consumers. Asia Pacific Journal of Marketing and Logistics, 25(2):200-224.
Neuman, W.L. 2014. Social research methods: Qualitative and quantitative approaches. 7th ed. Essex: Pearson
OECD. 2020. COVID-19 and the retail sector: Impact and policy responses. [Online]. Available: https://www.oecd.org/coronavirus/policy-responses/covid-19-and-the-retail-sector-impact-and-policy-responses-371d7599/ [Accessed 3 June 2021].
Oxford Business Group 2023. What will drive post-pandemic growth in Ghana’s retail sector? [online]. Available: https://www.oxfordbusinessgroup.com/reports/ghana/2022-report/economy/spending-power-urbanisation-a-growing-middle-class-and-improved-consumer-confidence-fuel-post-pandemic-economic-growth [Accessed 16 September 2022].
Picot-Coupey, K., Krey, N., Huré, E. & Ackermann, C.L. 2021. Still work and/or fun? Corroboration of the hedonic and utilitarian shopping value scale. Journal of Business Research, 126:578-590.
Ponsignon, F., Lunardo, R. & Michrafy, M., 2021. Why are international visitors more satisfied with the tourism experience? The role of hedonic value, escapism, and psychic distance. Journal of Travel Research, 60(8):1771-1786.
Shopify 2023. The current state of shopping malls. [Online]. Available:https:// www.shopify.com/retail/future-of-malls.[Accessed 26 September 2023].
Turkson, P.J., Amoah, F. & van Eyk, M., 2022. Shoppers’ Experience Value and Behavioural Intentions in Shopping Malls: The Mediating Effect of Satisfaction. African Journal of Business and Economic Research, 17(4):189.
Ünver, Ş., & Alkan, Ö. 2021. Determinants of E-Commerce Use at Different Educational Levels: Empirical Evidence from Turkey e-Commerce Use at Different Educational Levels. International Journal of Advanced Computer Science and Applications, 12(3).
Ursachi, G., Horodnic, I.A. & Zait, A. 2015. How reliable are measurement scales? External factors with indirect influence on reliability estimators. Procedia Economics and Finance, 20(1):679-686.
Yang, W. & Mattila, A.S. 2016. Why do we buy luxury experiences? Measuring value perceptions of luxury hospitality services. International Journal of Contemporary Hospitality Management, 28(9):1848-1867.
