MBA in Marketing

Permanent URI for this collection

Now showing 1 - 1 of 1

Consumer Motivation When Shopping at Malls: Case of Lebanese Consumer
(2010) El Chafei, Oussama
The study is about consumer motives when shopping at malls. It presents a brief summary of what researchers, psychologists and academicians have done regarding classifying shoppers in general and mall shoppers in particular according to their behavior, motives and satisfactions. The study summarizes the evolution of the marketing concepts, motivation theories, emergence of malls and goes into differentiating mall shoppers' experience and motives into hedonic motives and utilitarian motives. Using already established and tested items for hedonism and for utilitarianism, the study test these items on 770 active shoppers in City Mall, Beirut, Lebanon. The study presents the effect of demographic factors on the motives of mall shopping. It studies the effect of mall visits and mall spending on these motives. The study presents active shoppers' appraisal of specific areas at City Mall and calls for improvement. This study is very important to mall administrators and mall developers as it reflects the profile of active shoppers with their spending patterns and their number of small visits.