EFFECTIVENESS OF SHOPPING MALL

PROMOTIONS

GROUP-1
VIDHYANSHU GAUR 258
Y R CHANDRA SEKHAR VARMA - 260
WHAT IS SHOPPING?

Shopping means browsing, comparing merchandizes,

selecting styles, and meeting with other people in retail
outlets and shopping malls
Malls nowadays are targeting the youth market which is
composed of people of the age 15 to 24. To attract the
Youth market to visit their malls, mall owners and
developers can set up promotions to improve mall
performance
 SHOPPING INVOLVEMENT

Needs, interests and values play a vital role in defining

involvement
In relation to shopping behaviour, researchers identify at
least two types of values, namely hedonic shopping value
and utilitarian shopping value
 CONCEPTUAL FRAMEWORK

Promotion
in mall Desire to
stay

Involvement Consumers
in shopping experience

Mall
re-patronage
PROMOTIONS IN SHOPPING MALL

We can categorize promotion in malls into

1. price-based promotion

2. entertainment-based promotion
PRICE-BASED PROMOTION

Gift-with-purchase, gift-voucher, competitions and lotteries.

ENTERTAINMENT-BASED
PROMOTION
promotions that are occasional or seasonal in nature such
as:-
1. Festival functions
2. Exhibitions
3. Shows
CONSUMER REACTIONS

For high-involved consumers, entertainment-based

promotion (versus price-based promotion) may be more
effective in eliciting consumer excitement
 CONCLUSION

Promotional offers increase sales in short term

Involvement in shopping is positively related to consumer excitement
Consumer excitement is positively related to desire to stay longer in malls
and mall re-patronage intention
When a consumers involvement in shopping is high, entertainment-based
promotion (versus price-based promotion) will result in higher consumer
excitement
 CONCLUSION

When a consumers hedonic involvement in shopping is high,

entertainment-based promotion will result in higher consumer excitement.
The difference in consumer excitement between entertainment-based
promotion and price based promotion will be larger than that of low-
involved consumers
When a consumers hedonic involvement in shopping is low,
entertainment-based promotion will result in higher consumer excitement
but the difference in consumer excitement between entertainment-based
promotion and price based promotion will be smaller than that of low-
involved consumers
ASSESSING THE EFFECTIVENESS OF
SHOPPING MALL PROMOTIONS
There was a research conducted to compare the
differences between promotional using activities malls and
non-promotional using activities malls
This study analyses the increasing number of malls and
decreasing number of customers, where the promotional
activities of malls are being used to differentiate the mall
through image communication, increase visits and stimulate
merchandise purchases
METHODOLOGY

This study consisted of two parts

i. Mall intercept survey was conducted across three
regional shopping malls in three New Zealand cities with
total sample of 750 customers(customers had to be 18
and have some familiarity with mall promotions)
ii. Examining actual sales and visitors numbers for each mall
over three month period (for each week during the
observation, the promotional type was noted)
MAJOR FINDINGS

The response towards the promotional activities using

malls was highly positive
Price-based promotions are prime attractors for increasing
spending at a shopping mall
Entertainment-based promotions rank highly in increasing
the customer visits
LIMITATIONS OF THE STUDY

The malls examined did not have competing shopping

centres of comparable size and attributes, located within
their primary and secondary catchment areas
REFERENCES

https://marketing.conference-
services.net/resources/327/3554/pdf/AM2013_0410_paper.pdf

https://www.scribd.com/document/211689896/Assessing-the-
Effectiveness-of-Shopping-Mall-Promotions
THANK YOU