Assael, Henry - Consumer behavior and marketing action

Assael, Henry
Consumer behavior and marketing action
Kent publishing company, Boston | Massachusetts (1981.)
641 str. ; 25 cm.

ABSTRACT: Malls are attracting the young shoppers and mall culture is new to the society. Mall retailers are making efforts to satisfy the young consumers. However, the younger segment is growing in terms of population and wealth. It has become increasingly important and necessary to understand and meet their demands. The study employed 160 in-depth interviews to understand the young consumers’ mall experiences. Overall, the respondents in the study have favourable perception of the mall in terms of convenience, variety offered by malls, awareness of brands, aesthetics and hedonic factors. The researcher found eight elements that are important for young consumers to form impression of the shopping malls: convenience, choice, awareness, crowded/congested, ambience, parking, hedonic shopping and mall culture. Further the respondent studied the total number of hours on shopping, preference of shopping day and shopping time by young consumers. It was found that maximum number that respondents spend is up to 3 hrs on shopping, however weekends were preferred in comparison to weekdays. Maximum respondents preferred shopping at any suitable timing. The researcher also investigated specific mall attributes. Respondents also suggested that various attributes are considered important by the respondents. They highlighted various attributes—sitting arrangement, water dispensers, E-mapping, plain ramps, book browsing section and further expressed their concern regarding parking, security and customer service. The results can help mall retailers in capitalizing the consumers by meeting their needs.

This text has always been near the managerial endpoint of the continuum of consumer behavior texts. It is the most highly regarded and respected text in its approach group. Specific acknowledgment and increased coverage of the macro approach included in the new edition should encourage those who appreciate the managerial approach to stay with the text.

Tvrde korice. Knjiga je u vrlo dobrom stanju.





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