Consumers choice of small independent specialty stores in shopping centers during weekday extended trading hours: A qualitative study

This study explored the behavioral dynamics that is responsible for the success of the small independent specialty retailers in a shopping center during weekday extended trading hours. Drawing on literature from different areas, consumers’ shopping experiences, browsing patterns and factors influencing browsing activities in small independent specialty stores in a shopping center during weekday extended trading hours was investigated. The study was carried out in Brisbane, Australia. Two focus groups with consumers and a personal interview with an expert was performed. This research found consumers were usually goal oriented during weekday late evening trading hours and they would usually engage in browsing in-stores only when they require customer assistance. This research was also able to understand and establish the behavioural dynamics that can determine the performance of the small independent specialty stores during extended trading hours. Overall, this research suggests that the small independent specialty stores are unlikely to experience an increase in sales or attract more customers by extending the trading hours. This study makes an important step in understanding consumers demand for small independent specialty stores in categorized shopping centers during the extended trading hours. The conceptualization and findings of this research contribute to two areas of research: consumer spatial behavior and consumer information search in small independent specialty stores in a shopping center during weekday extended trading hours.