Marketing Strategies for Targeted Market Segments Based on Shopping Mall Images

MARKETING STRATEGIES FOR TARGETED MARKET SEGMENTS

BASED ON SHOPPING MALL IMAGES

Michael Adiwijaya

Lecturer Staff, Petra Christian University Surabaya

Email: [email protected]

ABSTRACT

This research examined the market segmentation based on shopping mall image. The

shopping mall image is derived from the customer perception toward the performances of

shopping mall attributes such as merchandising, accessibility, service, atmosphere,

entertainment, food, and services. There are four results from the market segmentation

processes; they are market or customer segments, customer demographic profile,

customer shopping behavior description, customer perception and customer opinion

toward the shopping mall image. Three market segments are revealed in this research;

namely “Demander”, “Rationale”, and “Satisfier” in which each of market segment had

difference perception toward the shopping mall image but they had the same shopping

behavior except for the amount of money spent per visit variable. Through the analysis of

each market segments profile, then two segments, namely “Rationale” and “Satisfier”,

are identified as potential target market. Finally the marketing strategies based on

shopping mall image are developed for potential target market segments.

Keywords:

Shopping Mall Image Studies, Shopping Mall Attributes Performances, Market

Segmentation, Target Market, Marketing Strategies

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1.1 BACKGROUNDS

Nowadays one of the global market main challenges for shopping mall industry is

the intense competition between the shopping mall both in the same region and also in

the different region as well. (Soriano, 2003). This competition becomes more intense

because the shopping malls not only compete with the other shopping malls but also with

the other shopping centers format such as strip centers. Beside that, the shopping malls

also have to compete with the indirect competitors both for the stores formats such as

department stores, specialty stores, category specialist etc and for the non store formats

such as online retailers, television home shopping, direct selling, etc as well. (Levy &

Wietz, 2007, p.192)

Another global market main challenge of shopping mall industry is the changing

of consumer market. Spurred by several demographic and life style trend, consumers

have become a heterogeneous market. One composed of numerous micro segments.

These trends include increasing ethnic diversity, an increasing proportion of elderly,

smaller households due to the lower birth rate, higher divorce rate, greater double

income, etc. (Dunne & Lusch, 1999, p.88).

In response to the intense competition and the changing consumer environment,

several industry practitioners and academic experts have expressed the benefits of

targeting specific consumer segments, positioning or repositioning the mall to attract

those segments and differentiating the shopping mall’s attributes (Alexander &

Muchlebach, 1992, p.75). Shopping malls management realized the efficiency and

effectiveness of targeting a few segment of the market. Before target markets can be

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selected, the market must be segmented into meaningful group that can be realistically

with the communication and marketing mix (Kotler, 2004, p.9).

The understanding for the need and characteristic of each customer segment gives

the advantages for management of shopping mall in designing appropriate marketing

strategies in order to attract potential customer segments which result the increasing

visitor traffic and the increasing of tenants’ revenue within the shopping mall.

2.1 LITERATURE REVIEW

2.1.1 Shopping Mall Images

Nowadays the development of shopping mall is growing very fast especially in

the developed and developing countries that leads to tight competition within shopping

centers, but although there are so many shopping malls even in the same area, however

each of shopping mall has its own image in the customer perception. Shopping mall

attributes created distinctive shopping mall image as the result of the combination of

several attributes performance within the mall (Levy and Weitz, 2007, p.192).

2.1.1.1 Merchandising

Merchandising is an important image attribute because it represents the core

product of shopping center based on Berman and Evans study (as cited on Sit et al. 2003).

The roles of merchandising are also supported by Wakerfield and Baker (1998) that

highlighted the merchandising and tenant variety as stimuli that induce purchasing in a

shopping mall setting and thus influence the consumer image of the mall.

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2.1.1.2 Accessibility

The definition of accessibility is the ease of getting in and out of a shopping

center (Levy and Weitz, 2007, p.594). Accessibility can be further divided into macro

accessibility and micro accessibility. Macro accessibility concerns access road condition

to the center and the proximity of the center from the customer’s work place or residence.

Meanwhile according to Sit et al. (2003), the micro accessibility refers to parking

facilities within the center and the ease of navigation within the shopping center. The

definition of accessibility is close related with the site selection process and layout

planning within the mall as one part of retail mix.

2.1.1.3 Service

Shopping center services are confined to behavior of retail employees such as

courtesy, knowledge, and friendliness. Thus these services can be classified as personal

service. By Lovelock et al (as cited in Sit et al, 2003). However, according to Berman &

Evans (as cited in Sit et al, 2003) besides personal service, shopping mall also provides

communal services in terms of ambulance such as escalators, lifts, and sign boards and

amenities such as restrooms. Sit et al. (2003) stated that both personal and communal

services are central to the shopping mall image because they represent the augmented

product that support the core product (merchandising) and also add value to the total

shopping experiences of the customers.

2.1.1.4 Atmospherics

Atmospherics refer to the design of an environment via visual communicators,

lighting, colors, music, and scent to stimulate customer’s perceptual and emotional

response and ultimately to affect their purchase behavior (Levy & Weitz, 2007, p.510).

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According to Smith and Burns (as cited on Sit et al, 2003), the atmospherics are critical

because they act as environmental cues that consumers use to imply the quality of a

shopping center. Further, atmospherics have been reported to stimulate consumer

purchase at a shopping mall (Wakefield & Baker, 1998).

2.1.1.5 Entertainment

Entertainment is pivotal for shopping center because it induce an exciting or fun

shopping experience, which in turn can entice consumer patronage. Entertainment in the

shopping center can be categorized into special event entertainment and specialty

entertainment. The key distinction between these two types of entertainment is the length

of duration or span of operation. Special entertainment is offered on an occasional or

seasonal basis for a short period of time. Conversely, specialty entertainment is generally

incorporated into a shopping center’s property for longer duration (Haynes & Talpade,

1996).

2.1.1.6 Food

Food is pivotal to shoppers because they: first, create an entertaining ambience

within a shopping centre conducive to a pleasant or exciting shopping experience. And

second, provide a needed break from hours of shopping and or as a conclusion to an

extended shopping excursion (Haynes & Talpade, 1996).

2.1.1.7 Security

Besides attracting consumers, shopping centers also appeal to the criminals. The

consumer behavior literature by Schiffman & Kanuk has revealed that many consumers

are risk averse and thus they may be reluctant to visit a shopping center that is perceived

to be dangerous (as cited in Sit et al. 2003). Despite its significance, Sit et al. (2003)

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elucidate that limited studies have examined the contribution of security to shopping

center image. There are three security variables; they are quality of the center, safe place

to be, and the personal security.

2.1.2 Customer Perception

Perception is defined as the process by which an individual selects, organizes, and

interprets stimuli into a meaningful and coherent picture of the world (Schiffman and

Kanuk, 2004, p.158). Meanwhile customer perception according to Cutlipp (1999, p.120)

is the interpreted of scene of actions, included people, places, actions, and entire range of

phenomena, which is give perceptions of that scene to the customer and respond based on

the perception.

Two individuals may be exposed to the same stimuli under the same apparent

conditions, but how each person recognizes, selects, organizes, and interprets this stimuli

is highly individual process based on each person’s own need, values, and expectation.

(Schiffman and Kanuk, 2004, p.158)

2.1.3 Market Segmentation and Targeting

Market segmentation can be defined as the process of dividing a market into

distinct subsets of consumers with common needs or characteristics and selecting one or

more segments to target with a distinct marketing mix (Schiffman and Kanuk, 2004,

p.50). Based on Kotler, there are two kind bases for market segmentation. They are

descriptive base and causal base (as cited in Lee Hew & Fairhurst, 2000). The descriptive

segmentation base uses demographic, socio-economic, geographic, personality, lifestyle,

product usage and brand loyalty as the characteristic of customer in the market.

Demographic and socioeconomic bases, which include age, gender, education, marital

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status, and life cycle stage, have been utilized most frequently. There has been empirical

support for the validity of using the descriptive segmentation bases (Plummer, 1974).

The causal segmentation bases include self concept, attitude or preference or

perceptions, benefits and usage situation. These bases typically are preferred over

descriptive ones, by academicians and practitioners, because of their link to the actual

behavior of the consumer. There has been empirical support for the validity of using the

causal segmentation bases (Finn and Louviere, 1996).

2.2 CONCEPTUAL FRAMEWORK

This research is started with the main challenges that the shopping malls

management faced nowadays. Those main challenges replace the mass marketing

strategy into the segmented marketing strategy for shopping mall management. Moreover

this research did causal market segmentation based on shopping mall image. The next

phase is the market targeting process that was conducted by measuring each market

segment based on their perception toward the performances of shopping mall attributes

and based on their shopping behavior in order to identify and to select the potential

market segment to be served and treated specially.

After finding the potential market segments together with their perception

information and their shopping behavior; then the development of marketing strategy can

be established. The summary of the theoretical framework can be seen as flow chart on

figure 1.1

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Figure 1.1 Conceptual Framework Chart

3.1 ISSUES FOR INVESTIGATION

3.1.1 Purpose of Research

1. To make the customer segmentation based on the customers’ perception toward the

performances of shopping mall attributes or based on shopping mall image.

2. To collect information regarding the demographic profile of customer, the customer

shopping behavior, customer perception towards shopping mall image and the

customer’s opinion toward Tunjungan Plaza Surabaya as the places (object) of the

research.

3. To identify the potential market segments as target markets.

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The Causal Market Segmentation based on Shopping Mall Image

Shopping Mall Attributes

Market Segments

The Global Shopping Mall Challenges

Customer Shopping Behavior

Target Market

Marketing Strategies

The movement from mass marketing strategy to the

segmented marketing strategy

4. To develop marketing strategy based on shopping mall image for target markets.

3.1.2 Problem Statement

“How to formulate the marketing strategies for shopping mall based on shopping mall

image in order to attract the targeted potential market segments to visit and to shop at the

mall?”

3.1.3 Hypotheses

Hypothesis 1:

H0: There are no differences of customer perception toward shopping mall image for each

market segment

H1: There are differences of customer perception toward shopping mall image for each

market segments.

Hypothesis 2:

H0: Each customer segment does not perform different shopping behavior

H1: Each customer segment performs different shopping behavior.

4.1 RESEARCH METHODOLOGY

4.1.1 Place of Research

The place for this research will be done at Tunjungan Plaza (TP) which is located

in Surabaya, East Java Province – Indonesia. The considerations in choosing TP as the

place of research are as follow; firstly TP is the largest shopping center in Indonesia,

secondly TP is strategically located in the heart of Surabaya's central business district

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4.1.2 Instrument Research Design

There were four sections of questions on the questionnaire design; they are the

demographic questions, the customer shopping behavior questions, the customer

perception questions and the customer opinion question. The first section of the

questionnaire is containing some questions related with the demographic information of

the customers such as gender, age, marital status, education background, occupation, and

monthly income. At the mean time, the second section of the questionnaire is containing

some questions related with the customer shopping behavior information. There are six

shopping behavior that will be investigated; they are shopping preference, frequency of

visit per month, amount of money spent per visit, desire to stay, amount of variable

purchased per visit, and re-patronage intention.

The third section of the questionnaire is containing some questions related with

the customer perceptions toward the importance of shopping mall attributes

performances. Finally, the last part is the open questions which are consisting of two

questions connected to the customer opinion regarding the shopping preferences and the

uniqueness of the shopping mall

4.1.3 Research Population

The population for this research is the entire customers of TP who were doing

shopping activities within the mall, at the time that the field study was conducted.

Therefore the customers who were not doing the shopping activities at that moment were

not covered as the population for this research

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4.1.4 Sampling Type and Method

This research used the non-probability sampling as the type of sampling design

and convenience samples as the sampling method.

4.1.5 Sample Size

Since standard value of ordinal data is similar to nominal data then the maximum

value of the variance (quadratic standard deviation) is 0.25. It is gathered by multiply the

p (probability of success) by q (probability of fail) which will reach maximum at p=0.5

and q=0.5. (Maholtra, 1996, p.413)

The number of observation n for unknown size of population will be count by:

α = stand for alpha (significant level)D = stand for error (precession level)Z = standard normal

In this research, the significant level or alpha score is determined 10% and the

standard for error is also determined 10%. Then by using the formulation, the total

respondents required is around 270 respondents.

4.1.6 Statistical Analysis

4.1.6.1 Cluster Analysis

Cluster Analysis is used to identify and to classify the customers at TP into

several groups or segments based on their perception toward the performances of

shopping mall attributes.

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4.1.6.2 Factor Analysis

This analysis eased the researcher in making general interpretation toward the

differences of perception of each customer segments by reducing some variables in the

same dimension into one factor that represent the others.

4.1.6.3 ANOVA

This analysis is used to support the cluster analysis to determine the ideal number

of cluster by observing the trade off between the average F score and the standard

deviation. Ideal cluster has maximum average F score and minimum standard deviation.

4.1.6.4 MANOVA

This analysis is used to test the hypothesis 1. The determination whether to reject

or to receive null hypothesis can be used by observing the significance level on the

general linear model.

4.1.6.5 Chi Square Analysis

The result from this analysis is the identification of the relationship between

segments’ perception toward mall attributes performances with their shopping behavior.

4.1.6.6 Descriptive Analysis

This analysis is used to describe the profile regarding the demographic profile, the

shopping behavior description, the customer perception, and the customer opinion for

each market segment. Then next phase is to identify the potential customer segments.

Finally, to develop marketing strategy based on potential market segments perception

toward the performances of shopping mall attributes.

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5.1 DATA ANALYSIS

5.1.1 Market Segmentation

Table 1.1: ANOVA Cluster 2, 3, 4, 5

Cluster 2 Cluster 3 Cluster 4 Cluster 5

Average

F Score

St

Deviation

Average

F Score

St

Deviation

Average

F Score

St

Deviation

Average

F Score

St

Deviation

55.964 30.787 38.095 16.406 30.439 15.695 24.709 12.751

As can be seen on table 1.1, the cluster which has maximum average F score and

minimum standard deviation is cluster 3. It means that the ideal numbers of clusters for

market segmentation in this research are three clusters or three market segments.

5.1.2 Market Segment Analysis

5.1.2.1 Demographic Profile for Each Market Segment

The description of demographic profile for segment 1 is as follow: This segment

is dominated by female teenager with average age on 13-19 years old. Their marital

statuses are single with education background at senior high school and some of them at

bachelor level. They are student with monthly income below Rp 1 million (± US$ 100)

and only small number of them has income between Rp 1 – 3 million (± US$ 100 – 300)

per month. Meanwhile the description of demographic profile for segment 2 is as follow:

This segment is dominated by young female with average age on 20-25 years old. Their

marital statuses are single with education background at senior high school and small

number of them at bachelor level. Most of them work as an employee with monthly

income below Rp 1 million (± US$ 100) but also many of them have income between Rp

1 – 3 million (± US$ 100 – 300) per month. Finally for segment 3, the description of its

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demographic profile is as follow: This segment is dominated by male with average age on

20-25 years old. Their marital statuses are single and some of them are married with more

than one child. Most of them have education background at senior high school but also

many of them have bachelor level. They work as an employee with monthly income

below Rp 1 million (± US$ 100) but also some of them have income between Rp 1 – 3

million (± US$ 100 – 300) per month.

5.1.2.2 Shopping Behavior Description for Each Market Segment

The description of shopping behavior for segment 1 is as follow: most of them

visited mall 1-2 times per month but many of them also visited mall 3-4 times a month.

Their spending per visit below Rp 250.000,- (± US$ 25) but some of them also spent

between Rp 250.001 – Rp 500.000,- (± US$ 25 – 50) per visit. The desire to stay is 3-4

hours per visit but many of them also spent time less than 3 hours per visit. The majority

purchased 2-4 items per visit and many of them also purchased 5-6 items per visit. Most

of them are sure to come back again and doing shopping, but some of them are doubt

whether to come again next month for shopping.

The description of shopping behavior for segment 2 is as follow: most of them

visited mall 1-2 times per month and some of them also visited mall 3-4 times a month.

Their spending per visit below Rp 250.000,- (± US$ 25) but many of them also spent

between Rp 250.001 – Rp 500.000,- (± US$ 25 – 50) per visit. The desire to stay is 3-4

hours per visit and only small number of them who stayed less than 3 hours per visit. The

majority purchased 2 – 4 items per visit and some of them purchased only 1 item per

visit. Most of them are doubt whether to come again next month for shopping but some

of them are sure to come back again and doing shopping.

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The description of shopping mall behavior for segment 3 is as follow: most of

them visited mall 1-2 times and small number of them visited 3-4 times a month. Their

spending per visit below Rp 250.000,- (± US$ 25) and small number of them spent

between Rp 250.000 – Rp 500.000,- (± US$ 25 – 50) per visit. The desire to stay is 3-4

hours per visit but many of them also spent time less than 3 hours per visit. The majority

purchased 2-4 items per visit and some of them also purchased 5-6 items per visit. Most

of them are sure to come again next month for shopping and the rest are doubt about it.

5.1.2.3 Perception Description for Each Market Segment

For Segment 1, most of the performances of shopping mall attributes are

perceived important.. Therefore this segment 1 can be identified or named as

“Demander” because as the customer, this segment demand the entire attributes to

perform well in satisfying them.

In the meantime for Segment 2, some of the performances of shopping mall

attributes are perceived important and some are not. Therefore this segment 2 can be

identified or named as “Rationale” because it is the nature of customer to demand well

performances from shopping mall attribute in satisfying them but they didn’t demand the

entire variables and only for selected variables which they perceived important.

The last is for segment 3, some of the performances of shopping mall attributes

are perceived important and some are not. Therefore this segment 3 can be identified or

named as “Satisfier” because as the customer, this segment only need short number of

variables to be satisfied (easy to be satisfied). Meanwhile for others variables, they

perceived them as neutral.

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5.1.2.4 Opinion Description for Each Market Segment

Segment 1 or “Demander” segment refers TP as the convenience place where

they can do the shopping activities on many stores that offer many type of products with

good services and also can enjoy the atmosphere within the mall. In retail perspective,

this segment perceived that the quality performances of TP can be seen on

merchandising, service, and atmosphere dimension or attribute.

Meanwhile, segment 2 or “Rationale” segment refers TP as the strategic mall

because of its location in the center of Surabaya which ease the customer to access the

mall from many directions all around the city; also because of its history as the first mall

in Surabaya and because of many occasional entertainments such as celebrities visit,

exhibition, etc. In retail perspective, this segment perceived that the quality performances

of TP can be seen on accessibility and entertainment dimension or attribute.

Finally, segment 3 or “Satisfier” segment have the combination of opinion from

segment 1 and segment 2. Therefore in retail perspective, this segment perceived that the

quality performances of TP can be seen on merchandising, service, atmosphere,

accessibility, and entertainment dimension or attribute.

6.1 HYPOTHESES TEST

6.1.1 Hypothesis 1

Table 1.2: Multivariate Test

Multivariate Tests(c)

Effect   Value FHypothesis

df

Error

dfSig.

CLUSTER Pillai's Trace 0.851 27.432 14 518 0.000

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Wilks' Lambda 0.265 34.778(a) 14 516 0.000

Hotelling's Trace 2.339 42.929 14 514 0.000

Roy's Largest Root2.133 78.909(b) 7 259 0.000

From table 1.2 Multivariate Test, on the cluster part showed that most of the significance

level for several test is below 0.1 (alpha 10%). This means that null hypothesis is rejected

or in another word that there are differences on perception toward the performances of

shopping mall attributes for each segment.

Table 1.3: Test of Between Subject Effects

Tests of Between-Subjects Effects

Source Dependent

Variable

Type III Sum of

Squares

d

f

Mean

Square F Sig.

CLUSTER

Merchandise 11.683 2 5.841 5.67 0.004

Access 34.21 2 17.105 46.779 0.000

Services 39.335 2 19.668 40.318 0.000

Atmosphere 48.581 2 24.29 39.051 0.000

Entertainment 29.686 2 14.843 39.619 0.000

Food 21.206 2 10.603 38.608 0.000

Safety 29.068 2 14.534 75.292 0.000

In addition, based on table 1.3 Test of between Subject Effects confirmed that the

significance level of the entire attributes is below 0.1 (alpha 10%). This evidence also

supported to reject null hypothesis or in another word that there are differences on

perception toward the performances of shopping mall attributes for each segment even

the perception for the performance of each attributes.

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6.1.2 Hypothesis 2

Table 1.4: Chi Square Test

Shopping Behavior Variables Chi-Square df Sig.

Frequency of Visit 3.089 6 0.798

Money Spent 8.148 4 0.086

Desire to Stay 8.636 6 0.195

Amount of Purchase 3.531 4 0.473

Re-patronage Intention 1.742 2 0.419

Based on table 1.4 can be seen for frequency of visit, desire to stay, amount of purchase,

and re-patronage intention variables had the significant level above the alpha 10% which

means for those variables; null hypothesis is accepted which means that each customer

segment does not perform different shopping behavior. But for money spent variable, it

had the significant level below the alpha 10% which means for that variable; null

hypothesis is rejected which means that each customer segment performs different

shopping behavior.

7.1 CONCLUSION

Hypothesis 1 has significant level below alpha score 10% which does not support

the hypothesis or in another word, each market segment has its own perception toward

the performances of shopping mal image. This hypothesis test result shows the significant

evidence for management of shopping mall to do market segmentation based on shopping

mall image for its market (customer) because customer perception toward shopping mall

image can not be generalized into one same perception.

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Meanwhile, hypothesis 2 has significant level above alpha score 10% which

supports the hypothesis or in another word, each market segment performs the same

shopping behavior. This hypothesis test result shows the significant evidence for

management of shopping mall not to use the customer shopping behavior as the

consideration in identifying potential market segment.

8.1 MARKETING STRATEGIES RECOMENDATIONS

Based on the research analysis result; there are three market segment revealed,

namely “Demander”, “Rationale”, and “Satisfier”. Market segment “Demander” refers

to customers who demand the entire shopping mall attributes to perform well in reaching

their expectation and satisfaction. Meanwhile market segment “Rationale” refers to

customers who are rationale that can balance between which attributes performances are

perceived important and which are not. Finally, market segment “Satisfier” refers to

customers who have less demand on the performances of shopping mall attributes.

Moreover, based on the observation and analysis the profile of each market

segment especially on the perception of each market segment toward the performance of

shopping mall attributes, then two potential market segments are identified; they are

“Rationale” and “Satisfier”.

The recommendations for marketing strategies in serving the target markets are

explained as follow: For merchandising attribute; the brand options variable is perceived

important which means the mall management should manage the stores or tenants within

mall to offer many brand options. Meanwhile for accessibility attribute; the road access to

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the mall is perceived important which means the mall management should coordinate

with the local government in providing good road access condition into the mall.

For service attribute; the personal service and amenities service should be

managed and be maintained well. Courtesy, prompt service and knowledge of the staff at

information desk are the important variables to be noticed on personal service. Therefore

mall management should schedule the training program for staffs at information desk in

order to prepare them to be courtesy to customer, having appropriate mall knowledge,

and help the customer promptly. While the restrooms which are clean, easy to be found,

and strategically located are the important variables to be noticed on amenities service.

Therefore mall management should monitor the cleaning service department and the

traffic into the restrooms location.

At the mean time, for atmosphere attributes; comfort situation within mall is

perceived as the important variable Therefore mall management should manage the

customer traffic to flow smoothly within each part of location within mall. For

entertainment attribute; both permanent and occasional entertainment are perceived

important. Therefore mall management should manage the contract with stores that

supporting the permanent entertainment such as cinema, game zone, toys stores, etc. In

addition, mall management can arrange many occasional entertainments such as live

music, performances by celebrity, conducting exhibition, etc to provide occasional

entertainment at the mall.

Finally for food attribute and service attribute; the entire variables are perceived

important. Therefore food court center, types of food offered, food price, and the quality

of food should be managed well by monitoring the performances of food department at

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the mall. Meanwhile the safety of the mall facilities such as escalator and lift, safety in all

mall areas such as restroom, parking space, and inside mall, safety of vehicle, and the

security guard on duty should be developed or at least maintained at the good level by

mall management through the monitoring of security department at the mall in

partnership with local police department and also through the coordination with its

customer via security campaign within mall.

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