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Buyers-to-shoppers ratio of shopping malls: A probit study in Hong Kong

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  • Yim Yiu, Chung
  • Cheong Ng, Hing

Abstract

Buyers-to-shoppers ratio (i.e. conversion rate) has long been one of the commonly adopted metrics in assessing retail performance of shopping malls, but it is almost always relied on interviews, consumer surveys, and questionnaires. These methods are intrinsically problematic in ascertaining the trustworthiness of the responses. This paper is probably the first objective study on the buyers-to-shoppers ratio based on actual observations in shopping malls in Hong Kong. A probit model is used to study factors affecting the ratio. The results show that consumer-surveys seriously over-estimate the ratio.

Suggested Citation

  • Yim Yiu, Chung & Cheong Ng, Hing, 2010. "Buyers-to-shoppers ratio of shopping malls: A probit study in Hong Kong," Journal of Retailing and Consumer Services, Elsevier, vol. 17(5), pages 349-354.
    • Handle: RePEc:eee:joreco:v:17:y:2010:i:5:p:349-354
    DOI: 10.1016/j.jretconser.2010.03.016
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    References listed on IDEAS

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    1. Wood, Michael, 1998. "Socio-economic status, delay of gratification, and impulse buying," Journal of Economic Psychology, Elsevier, vol. 19(3), pages 295-320, June.
    2. Milton Friedman, 1957. "A Theory of the Consumption Function," NBER Books, National Bureau of Economic Research, Inc, number frie57-1.
    3. Milton Friedman, 1957. "Introduction to "A Theory of the Consumption Function"," NBER Chapters, in: A Theory of the Consumption Function, pages 1-6, National Bureau of Economic Research, Inc.
    4. Dittmar, Helga & Beattie, Jane & Friese, Susanne, 1995. "Gender identity and material symbols: Objects and decision considerations in impulse purchases," Journal of Economic Psychology, Elsevier, vol. 16(3), pages 491-511, September.
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    Cited by:

    1. Graham, Charles & Khan, Kamran & Ilyas, Muhammad, 2019. "Estimating the value of passing trade from pedestrian density," Journal of Retailing and Consumer Services, Elsevier, vol. 46(C), pages 103-111.

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