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Year 2006, Volume: 6 Issue: 1, 100 - 113, 01.05.2006

Burcu İlter Tabak Özge Özgen Bilge Aykol

Abstract

Alışveriş merkezleri (AVM), Türkiye’de özellikle de büyük şehirlerde ekonomik ve sosyal hayatın önemli bir parçası haline gelmiştir. İzmir’de halen sekiz AVM bulunmaktadır. Tüketicilerin ve yatırımcıların yoğun ilgisi doğrultusunda bu sayının artması beklenmektedir. Bu durum rekabetin artmasıyla birlikte bu sektörde doygunluk noktasına gelinmesine de neden olabilecektir. Bu nedenle, müşterilerin AVM’lerdeki deneyimlerinin ve bu merkezlerin imajı ile ilgili algı ve beklentilerinin iyice anlaşılması çok daha fazla önem kazanmaktadır. AVM imajı kişilerin müşteri olama kararı, dolayısıyla da herhangi bir AVM’ye bağlılığı açısından kritik öneme sahiptir. Bu nedenle, çalışmamızda lise düzeyindeki genç kızları AVM’lere neyin çektiğini belirleyebilmek için onların beklenti, deneyim ve algıları üzerinde yoğunlaşılmıştır. Bu amaçla, altı odak grup çalışmasından oluşan nitel bir çalışma düzenlenmiş ve katılımcılara bir anket uygulanmıştır. Amaç, katılımcıların ideal bir AVM’de olmasını bekledikleri imaj bileşenlerini belirlemek ve onların alış veriş güdüleri ve beklentileri hakkında daha derinlemesine bilgi edinmektir. Çalışmadan elde edilen sonuçlar akademisyenlere, AVM yöneticilerine ve perakendecilere bu pazar dilimiyle ilgili daha geniş bir bakış açısı sağlayacak ve iş dünyasının daha etkin pazarlama stratejileri
geliştirmesine yardımcı olacaktır.

References

  • Aslanyürek, Şükrü (1999), “Shopping centre development heralds modernisation of Turkish retailing”, OXIRM, pp.53-55
  • Berman, Barry and Joel R. Evans (2004), Retail
  • Management: A Strategic Approach, Prentice Hall: New Jersey. Beyard, Michael D., W. Paul O’Mara, et al. (1999),
  • Shopping Centre Development Handbook. Urban Land Institute: Washington, DC. Bloch, P.M., N.M. Ridgway and Dawson, S.A. (1994), “The shopping mall as consumer habitat”,
  • Journal of Retailing, Vol. 70, No.1, Fall, pp. 23-42
  • Catalog Age, (1999), “Teens, products, and brands”. Catalog Age. Vol. 16, No.9, pp. 254-257.
  • Dholakia, Ruby Roy, (1999), “Going shopping: key determinants of shopping behaviors and motivations”, International Journal of Retail &
  • Distribution Management, Vol. 27, No.4, pp.154- Dittmar, H., Beattie, J. and Friese, S. (1995),
  • “Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases”, Journal of Economic Psychology, 16 (3), pp.491-511. ________ (1996), “Objects, Decision
  • Considerations and Self Images in Men’s and Women’s Impulse Purchases”, Acta Psychologica, (1-3), pp.187-206. Dowson, J. A., (1983), Shopping Centre
  • Development, Longman: London Durakbaşa, Ayşe and Dilek Cindoğlu, (2005).
  • “Tezgah Üstü Karşılaşmalar: Toplumsal Cinsiyet ve Alışveriş Deneyimi”, Ed.: Deniz Kandiyoti and Ayşe Saktanber, Kültür Fragmanları: Türkiye’de Gündelik Hayat, Metis Yayınları: İstanbul. Erkip, F. (2004), “The rise of the shopping mall in
  • Turkey: the use and appeal of a mall in Ankara”, Cities, (Article in Press) Finn, A. and J. Louviere (1996), “Shopping centre image, consideration, and choice: anchor store contribution”, Journal of Business Research, Vol.21 (November), pp.259-275
  • Haytko, D.L. and J. Baker (2004), “It’s all at the mall: exploring adolescent girls’ experiences”,
  • Journal of Retailing, Vol. 80, 67-83
  • Kim, Y.K., E.Y. Kim, and J. Kang (2003), “Teens’ mall shopping motivations: functions of loneliness and media usage”, Family and Consumer Sciences
  • Research Journal. Vol 32. No 2. pp. 140-167
  • Kirkup, M.H. and M. Rafiq (1999), “Marketing
  • Shopping Centers: Challenges in the UK Context”, Journal of Marketing Practice: Applied Marketing Science, Vol. 5, No. 5, pp. 119-33
  • Kotler, Philip, Garry Armstrong, (2005), Principles of Marketing, Prentice Hall, New Jersey.
  • Kotler, Philip, Garry Armstrong, (2006), Principles of Marketing, Prentice Hall, New Jersey.
  • Le Hew, M.L.A, and A.E. Fairhust (2000), “US shopping mall attributes: an exploratory investigation of their relationship to retail productivity”, International Journal of Retail and Distribution Management, Vol. 28, No.6, pp. 261
  • Li, F., Nan Zhou, J.A.F. Nicholls, G. Zhuang and C. Kranendonk, (2004), “Interlinear or inscription?
  • A comparative study of Chinese and American mall shoppers’ behavior”, Journal of Consumer Marketing, Vo. 21, No. 1, pp.51-61
  • Malhotra, Naresh K (2004), Marketing Research:
  • An Applied Orientation, New Jersey: Pearson Education, Inc. Mangleburg, T.F., M.D. Patricia, and T. Bristol (2004), “Shopping with friends and teens’ susceptibility to peer influence”. Journal of Retailing. Vol. 80. pp.101-116.
  • Martin C.A. and A.J. Bush. (2000), “Do role model influence teenagers’ purchase intentions and behavior?” Journal of Consumer Marketing. Vol. , No. 5, pp. 441-454.
  • McGoldrick, P. (1990), “Monitoring store images”,
  • Retail Marketing, Mc-Graw Hill: London McKeever, J.R., N.M. Griffin, and F.H. Spink (1977), Shopping Centre Development Handbook,
  • Urban Land Institute: Washington, DC. Meyer, P. (2001), “Brands need to understand mindset of echo-boomers in order to survive.” Kids
  • Marketing Report. Vol. 1, No. 28, January, p.14 Michon, R., J.C. Chebat and L.W. Turley (2005),
  • “Mall atmospherics: the interaction effects of the mall environment on shopping behavior”, Journal of Business Research, Vol. 58, pp. 576-583. Moschis, G.P., G.A. Churchill Jr (1979), “An analysis of the adolescent consumer”, Journal of
  • Marketing, Vol. 43, Summer, pp. 40-48. Nevin J.R. and M.J. Huston (1990), “Image as a component of attraction to intra-urban shopping areas”, Journal of Retailing, Vol. 56, No.1, pp.47
  • Nicholls, J.A.F., F. Li, C.J. Kranendonk, and S. Roslow (2002), “The seven year itch? Mall shoppers across time.” Journal of Consumer
  • Marketing. Vol. 19, No. 2, pp. 149-165. Peter, J.P., and Olson, J.C., ( 1999), Consumer
  • Behavior and Marketing Strategies, Irwin/McGraw Hill, Boston, MA. Prendergast, G., N. Marr and B. Jarratt (1998),
  • “Retailer’s views of shopping centres: a comparison of tenants and non-tenants”. International Journal of Retail & Distribution Management. Vol. 26, No. , pp. 162-171
  • Shim, S. and M. A. Eastlick (1988), “The hierarchical influence of personal values on mall shopping attitude and behavior”, The Journal of Retailing, Vol. 71, No. 1, pp.139-160
  • Sit, J., B. Merrilees and D. Birch (2003),
  • “Entertainment seeking shopping center patrons: the missing segments”, International Journal of Retail & Distribution Management. Vol. 31, No. 2, pp. 80-94. Solomon, Michael (2004). Consumer Behavior:
  • Buying, Having and Being. Prentice Hall: New Jersey. South, S. J. and G. Spite (1994), “Housework in marital and Non-marital Households”, American
  • Sociological Review, Vol. 59, June, pp.327-47
  • State Institute of Statistics. Population by Age Group, 1935-2000. Women’s Indicators and Statistics: Population and Demographic Indicators
  • (2005), http://www.die.gov.tr/tkba/t003.xls, Accessed 25th May 2005]
  • Swinyard, W.R. (1998), “Shopping mall customer values: the national mall shopper and the list of values”, Journal of Retailing and Consumer Services, Vol. 5, No. 3, pp. 167-172.
  • Taylor, S.L. and R.M. Cosenza (2002), “Profiling later aged female teens: mall shopping behavior and clothing choice.” Journal of Consumer Marketing. Vol. 19, No. 5, pp. 393-408.
  • Tek, Ömer Baybars and Engin Özgül (2005),
  • Modern Pazarlama İlkeleri: Uygulamalı Yönetimsel Yaklaşım, İzmir: Birleşik Matbaacılık, p. 577. Wakefield, K.L., J. Baker (1998), “Excitement at the mall: determinants and effects on shopping response”, Journal of Retailing. Vol. 74, No. 4, pp. 539.
  • Yıldırım, Ali & Şimşek, Hasan (2003). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.

HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY

Year 2006, Volume: 6 Issue: 1, 100 - 113, 01.05.2006

Burcu İlter Tabak Özge Özgen Bilge Aykol

Abstract

Shopping malls have become an important part of
the economic and social fabric of Turkey especially
in some of the big cities. In Izmir, there are
currently eight shopping malls and this number is
expected to increase due to the interest of
consumers and investors in shopping malls. This
can lead to over saturation triggering high level of
competition. Thus deeper understanding of
consumer expectations, experiences and
perceptions regarding mall image has become
much more essential.
Shopping mall image is critical for patronage
decision hence loyalty. For this reason, in this study
we have focused on the expectations, experiences
and perceptions of high school girls to see what
attracts them to the malls. Therefore we designed a
qualitative study that includes six focus groups and
a questionnaire. The aim was to identify image
attributes of participants’ ideal shopping malls,
shopping motives and expectations of high school
girls. This insight into high school girls’ patronage
behavior and motivations will provide academics,
mall developers, and retailers with a better
understanding of the various components that contribute to the female adolescent mall experience
and allow them to study this market segment more
effectively.

References

  • Aslanyürek, Şükrü (1999), “Shopping centre development heralds modernisation of Turkish retailing”, OXIRM, pp.53-55
  • Berman, Barry and Joel R. Evans (2004), Retail
  • Management: A Strategic Approach, Prentice Hall: New Jersey. Beyard, Michael D., W. Paul O’Mara, et al. (1999),
  • Shopping Centre Development Handbook. Urban Land Institute: Washington, DC. Bloch, P.M., N.M. Ridgway and Dawson, S.A. (1994), “The shopping mall as consumer habitat”,
  • Journal of Retailing, Vol. 70, No.1, Fall, pp. 23-42
  • Catalog Age, (1999), “Teens, products, and brands”. Catalog Age. Vol. 16, No.9, pp. 254-257.
  • Dholakia, Ruby Roy, (1999), “Going shopping: key determinants of shopping behaviors and motivations”, International Journal of Retail &
  • Distribution Management, Vol. 27, No.4, pp.154- Dittmar, H., Beattie, J. and Friese, S. (1995),
  • “Gender Identity and Material Symbols: Objects and Decision Considerations in Impulse Purchases”, Journal of Economic Psychology, 16 (3), pp.491-511. ________ (1996), “Objects, Decision
  • Considerations and Self Images in Men’s and Women’s Impulse Purchases”, Acta Psychologica, (1-3), pp.187-206. Dowson, J. A., (1983), Shopping Centre
  • Development, Longman: London Durakbaşa, Ayşe and Dilek Cindoğlu, (2005).
  • “Tezgah Üstü Karşılaşmalar: Toplumsal Cinsiyet ve Alışveriş Deneyimi”, Ed.: Deniz Kandiyoti and Ayşe Saktanber, Kültür Fragmanları: Türkiye’de Gündelik Hayat, Metis Yayınları: İstanbul. Erkip, F. (2004), “The rise of the shopping mall in
  • Turkey: the use and appeal of a mall in Ankara”, Cities, (Article in Press) Finn, A. and J. Louviere (1996), “Shopping centre image, consideration, and choice: anchor store contribution”, Journal of Business Research, Vol.21 (November), pp.259-275
  • Haytko, D.L. and J. Baker (2004), “It’s all at the mall: exploring adolescent girls’ experiences”,
  • Journal of Retailing, Vol. 80, 67-83
  • Kim, Y.K., E.Y. Kim, and J. Kang (2003), “Teens’ mall shopping motivations: functions of loneliness and media usage”, Family and Consumer Sciences
  • Research Journal. Vol 32. No 2. pp. 140-167
  • Kirkup, M.H. and M. Rafiq (1999), “Marketing
  • Shopping Centers: Challenges in the UK Context”, Journal of Marketing Practice: Applied Marketing Science, Vol. 5, No. 5, pp. 119-33
  • Kotler, Philip, Garry Armstrong, (2005), Principles of Marketing, Prentice Hall, New Jersey.
  • Kotler, Philip, Garry Armstrong, (2006), Principles of Marketing, Prentice Hall, New Jersey.
  • Le Hew, M.L.A, and A.E. Fairhust (2000), “US shopping mall attributes: an exploratory investigation of their relationship to retail productivity”, International Journal of Retail and Distribution Management, Vol. 28, No.6, pp. 261
  • Li, F., Nan Zhou, J.A.F. Nicholls, G. Zhuang and C. Kranendonk, (2004), “Interlinear or inscription?
  • A comparative study of Chinese and American mall shoppers’ behavior”, Journal of Consumer Marketing, Vo. 21, No. 1, pp.51-61
  • Malhotra, Naresh K (2004), Marketing Research:
  • An Applied Orientation, New Jersey: Pearson Education, Inc. Mangleburg, T.F., M.D. Patricia, and T. Bristol (2004), “Shopping with friends and teens’ susceptibility to peer influence”. Journal of Retailing. Vol. 80. pp.101-116.
  • Martin C.A. and A.J. Bush. (2000), “Do role model influence teenagers’ purchase intentions and behavior?” Journal of Consumer Marketing. Vol. , No. 5, pp. 441-454.
  • McGoldrick, P. (1990), “Monitoring store images”,
  • Retail Marketing, Mc-Graw Hill: London McKeever, J.R., N.M. Griffin, and F.H. Spink (1977), Shopping Centre Development Handbook,
  • Urban Land Institute: Washington, DC. Meyer, P. (2001), “Brands need to understand mindset of echo-boomers in order to survive.” Kids
  • Marketing Report. Vol. 1, No. 28, January, p.14 Michon, R., J.C. Chebat and L.W. Turley (2005),
  • “Mall atmospherics: the interaction effects of the mall environment on shopping behavior”, Journal of Business Research, Vol. 58, pp. 576-583. Moschis, G.P., G.A. Churchill Jr (1979), “An analysis of the adolescent consumer”, Journal of
  • Marketing, Vol. 43, Summer, pp. 40-48. Nevin J.R. and M.J. Huston (1990), “Image as a component of attraction to intra-urban shopping areas”, Journal of Retailing, Vol. 56, No.1, pp.47
  • Nicholls, J.A.F., F. Li, C.J. Kranendonk, and S. Roslow (2002), “The seven year itch? Mall shoppers across time.” Journal of Consumer
  • Marketing. Vol. 19, No. 2, pp. 149-165. Peter, J.P., and Olson, J.C., ( 1999), Consumer
  • Behavior and Marketing Strategies, Irwin/McGraw Hill, Boston, MA. Prendergast, G., N. Marr and B. Jarratt (1998),
  • “Retailer’s views of shopping centres: a comparison of tenants and non-tenants”. International Journal of Retail & Distribution Management. Vol. 26, No. , pp. 162-171
  • Shim, S. and M. A. Eastlick (1988), “The hierarchical influence of personal values on mall shopping attitude and behavior”, The Journal of Retailing, Vol. 71, No. 1, pp.139-160
  • Sit, J., B. Merrilees and D. Birch (2003),
  • “Entertainment seeking shopping center patrons: the missing segments”, International Journal of Retail & Distribution Management. Vol. 31, No. 2, pp. 80-94. Solomon, Michael (2004). Consumer Behavior:
  • Buying, Having and Being. Prentice Hall: New Jersey. South, S. J. and G. Spite (1994), “Housework in marital and Non-marital Households”, American
  • Sociological Review, Vol. 59, June, pp.327-47
  • State Institute of Statistics. Population by Age Group, 1935-2000. Women’s Indicators and Statistics: Population and Demographic Indicators
  • (2005), http://www.die.gov.tr/tkba/t003.xls, Accessed 25th May 2005]
  • Swinyard, W.R. (1998), “Shopping mall customer values: the national mall shopper and the list of values”, Journal of Retailing and Consumer Services, Vol. 5, No. 3, pp. 167-172.
  • Taylor, S.L. and R.M. Cosenza (2002), “Profiling later aged female teens: mall shopping behavior and clothing choice.” Journal of Consumer Marketing. Vol. 19, No. 5, pp. 393-408.
  • Tek, Ömer Baybars and Engin Özgül (2005),
  • Modern Pazarlama İlkeleri: Uygulamalı Yönetimsel Yaklaşım, İzmir: Birleşik Matbaacılık, p. 577. Wakefield, K.L., J. Baker (1998), “Excitement at the mall: determinants and effects on shopping response”, Journal of Retailing. Vol. 74, No. 4, pp. 539.
  • Yıldırım, Ali & Şimşek, Hasan (2003). Sosyal Bilimlerde Nitel Araştırma Yöntemleri. Ankara: Seçkin Yayıncılık.
There are 49 citations in total.

Details

Other ID JA76VS74ZY
Journal Section Research Article
Authors

Burcu İlter Tabak This is me

Özge Özgen This is me

Bilge Aykol This is me

Publication Date May 1, 2006
Published in Issue Year 2006 Volume: 6 Issue: 1

Cite

APA Tabak, B. İ., Özgen, Ö., & Aykol, B. (2006). HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY. Ege Academic Review, 6(1), 100-113.
AMA Tabak Bİ, Özgen Ö, Aykol B. HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY. ear. May 2006;6(1):100-113.
Chicago Tabak, Burcu İlter, Özge Özgen, and Bilge Aykol. “HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY”. Ege Academic Review 6, no. 1 (May 2006): 100-113.
EndNote Tabak Bİ, Özgen Ö, Aykol B (May 1, 2006) HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY. Ege Academic Review 6 1 100–113.
IEEE B. İ. Tabak, Ö. Özgen, and B. Aykol, “HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY”, ear, vol. 6, no. 1, pp. 100–113, 2006.
ISNAD Tabak, Burcu İlter et al. “HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY”. Ege Academic Review 6/1 (May 2006), 100-113.
JAMA Tabak Bİ, Özgen Ö, Aykol B. HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY. ear. 2006;6:100–113.
MLA Tabak, Burcu İlter et al. “HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY”. Ege Academic Review, vol. 6, no. 1, 2006, pp. 100-13.
Vancouver Tabak Bİ, Özgen Ö, Aykol B. HIGH SCHOOL GIRLS’ SHOPPING MALL EXPERIENCES, PERCEPTIONS AND EXPECTATIONS: A QUALITATIVE STUDY. ear. 2006;6(1):100-13.