Consumption Motivation and Perceptions of Malls: A Comparison of Mothers and Daughters.
The paper discusses the customers’ motivation and perceptions to malls through questionnaire survey on 110 pairs of mothers and daughters. In recent years, traditional malls become unattractive to customers compared to before and the situation of malls are paid attention by many researchers (Haytko & Baker, 2004). But teenage females still have huge passion about shopping and malls (Susan Lee & Robert, 2002). Teenage females’ perceptions to the malls can be influenced by many elements (Haytko & Baker, 2004). At the same time, many adult customers think mall is not a good shopping choice (Cavanaugh, 1996). There is an interesting result that mothers’ and daughters’ shopping habits are affected by different elements and they have different perceptions of shopping (Beatty & Talpade, 1994). According to those researchers’ results, the author of the paper pays attention to both teenage females and adult females and compares their motivation and perceptions of malls. It is a contribution to malls’ marketing research field and malls’ managers can understand different motivation and perceptions of malls from teenage females and adult females. It pushes malls’ marketing research to a clear classification.
Before the survey, the author collects particular data about the sample mall from its history, structure, income of customers to consumption information. Interviewers are selected and practiced strictly. The interviewers are allocated to all directions of the mall from 4:00 P.M. to close on Friday and Saturday (10:00 A.M.-10:00 P.M.) and Sunday (1:00 P.M.-6:00 P.M.). Different color classification questionnaires are given to mothers and daughters and they get 5 dollars mall gift certificate when they finish the questionnaires separately.
The paper uses quantitative research to collect primary data instead of secondary data. The paper’s methodology is a mall intercept survey and there are both advantages and disadvantages. Mall intercept as an effective cheap survey can provide accurate and clear data from similar customers compared to the phone survey (Bush & Hair, 1985). The importance of different customer types are neglected by mall intercept survey (Bush & Grant, 1995). In fact, the aim of the survey is about comparing mothers’ and daughters’ motivation of malls so those customers who prefer shopping are effective respondents. If the respondents do not prefer shopping, it is hard to compare different motivation. For example, a researcher want to investigate the different motivation of gyms for adults and it is impossible to choose adults without exercise habits as respondents. According to the survey’s purpose, mall intercept is an effective way to gain data and these data are valid to compare mothers’ and daughters’ motivation and perceptions.
Through rigorous research, the paper finds mothers consume with an obviously objective motivation and daughters consume with an obviously social motivation. Secondly, mothers’ perceptions to the variable factors are predicted by mothers’ objective motivation.
Mall is a very attractive place to teenagers and they prefer shopping (Setlow, 2001). But adults prefer spending money on education investment instead of shopping (Hazel, 2002). These articles discuss teenagers’ and adults’ motivations of malls separately. From the perspective of gender, females would like to spend more time in shopping compared to males.(Susan Lee & Robert, 2002). According to different motivation, customers are divided into social one and mental one for shopping (Feinberg et al., 1991). The author discusses teenagers’ and mothers’ motivations together through comparing them and chooses females as respondents. It is a creative way to research motivations of malls. It connects theses researchers’ results and reach new conclusion.