Shopping Mall

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CHAPTER 2 LITERATURE REVIEW

This chapter reviews the related literature and conceptual framework of this study. The literature review cover the shopping behaviour, shopping value, consumer’s decision making styles, perceived shopping mall image, shopping mall brand loyalty and consumer segmentation. The conceptual framework of this study will be explained in the end of this chapter.

2.1 Shopping behaviour

This section is attempts to provide an explanation on consumer shopping behaviour by review the previous study on the previous literature. Shopping is one of the distinct activities of consumer behaviour (Tauber, 1972) and shopping behaviour is a distinctive form of consumer behaviour (Asseel, 1987). According to Tauber (1972, p 46): “People 's motives for shopping are a function of many variables, some of which are unrelated to the actual buying of products. It is maintained that an understanding of shopping motives require the consideration of satisfactions which shopping activities provide, as well as the utility obtained from the merchandise that may be purchased. If needs other than those associated with particular products motivate people to go to a store, the retailer should incorporate this information into his marketing strategy”.

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Tauber 's research hypothesized eleven motives for shopping behaviours. He divided them into personal and social motives: Personal motives • Role playing. Shopping can be an activity that are learn and expected as part of a certain role or position in society such as mother, housewife or husband (Jamal, Davies, Chudry and Al-Marri, 2006). • Diversion. Shopping can be a form of recreation activity and allowed shopper to diversify from the routine of daily life. • Learning about new trends. People can go shopping to update for the latest trends in fashion, styling or product innovations. • Physical activity. Shopping can be a physical exercise for people who are living in urban and congested living space. • Self

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