A segmentation study of Mexican consumers based on shopping centre attractiveness

Purpose - The purpose of this paper is to identify shopping centre attractiveness dimensions from the point of view of the Mexican shopper and then segment shoppers according to these perceptions of attractiveness. Design/methodology/approach - Data were collected through a survey of 1,500 regular shopping centre consumers from the Metropolitan Area of Guadalajara (MAG), Mexico. This research study was carried out from January to April 2010. Five of the largest shopping centres, including a lifestyle centre, a community centre, a regional shopping centre, and a small regional shopping centre participated voluntarily in this research study. Findings - The attractiveness attributes of six shopping centres were identified through a factorial analysis: mall essence, popularity and promotional programs, personal service, recreational options, internal atmosphere, and external atmosphere. Also, a cluster analysis of these factors revealed three types of consumers with significantly different perceptions of shopping centres: serious, enthusiast, and basic. The outcomes were validated by a multiple discriminant analysis. Multiple discriminant results suggest that the dimension of popularity and promotion programs is the first to be distinguished among segments, followed by internal and external atmosphere. Practical implications - From a managerial perspective, the study provides practical advice to managers in order to support marketing and positioning strategies for their shopping centres, focusing on a particular segment of consumers. Originality/value - This study contributes to the body of research on shopping centre attractiveness and shopper segments by providing information regarding Mexican consumer perceptions of shopping.