FEATURES Chart 2-2
Australian Shopping Centers: Main Reason for Visiting
Source: Directional Insights
more localized, community experience when engaged in everyday shopping activities. In terms of frequency, customer visitation exhibits a
“bell curve,” peaking with 41.1% of customers shopping two or three times a week. It begins with just over 10% of customers shopping daily, and tails off with 10.8% visiting once a fortnight and 6.5% approximately once a month. Frequency of visitation, as expected, tends to decrease with the size of a center. This is largely driven by degrees of convenience and the types of shopping trip undertaken in the different center types. Customers were asked to describe the type of shopping
trip they were undertaking on the day of the interview as either mission- or leisure-oriented.9 In surveys conducted for this report, 72% of customers described their shopping trip as purpose- or mission-driven, and 28% as leisure- oriented. The exception to this ratio occurred in regional centers where the size and diversity of offerings saw 33%
of shoppers engage in leisure shopping activities. One of the chief differences between these results and those of academic studies, which have tended to record a dominance of recreational shopping, is that the exit surveys record actual shopping-trip behavior, not the psychological profile or motivations of shoppers which tend to get ascribed as fixed personality traits. The interviewed shoppers may shop in a mission pattern one day and on another trip may leisurely browse for discretionary items. Another difference between the results of the exit
surveys and international research into recreational and utilitarian shopping derives from the distinctive tenant mix of Australian centers: local neighborhood centers through to super-regionals all have strong retail food offers through supermarkets and specialty fresh-food outlets, with the larger centers grouping these in precincts. This tends to attract a more mission-oriented consumer,
9 International academic research on utilitarian and hedonistic shopping behavior has tended to see the latter, or recreational shopping, as a predominant feature of consumer activity in malls. See, for example, Danny N. Bellenger and Pradeep K. Korgaonkar, “Profiling the Recreational Shopper,” Journal of Retailing, Vol. 56 (Fall) 1980, pp. 77-92, and Abhik Roy, “Correlates of Mall Visit Frequency,” Journal of Retailing, Vol. 70 (Summer) 1994, pp. 139-162.
INTERNATIONAL COUNCIL OF SHOPPING CENTERS 4 7 RETAIL PROPERTY INSIGHTS VOL. 20, NO. 1, 2013
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