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Shopping value and mall attributes: Generational and gender differences among Russian customers

Author

Listed:
  • Oksana U. Yuldasheva

    (Saint Petersburg State University of Economics, Saint Petersburg, Russia)

  • Irina O. Trushnikova

    (Saint Petersburg State University of Economics, Saint Petersburg, Russia)

  • Veronika G. Shubaeva

    (Saint Petersburg State University of Economics, Saint Petersburg, Russia)

Abstract

The transition of the malls market to the maturity stage transforms consumer behaviour and requires a revision of traditional approaches to customer segmentation. The study aims to examine the purchasing behaviour of Russian consumers when doing mall shopping, their attitudes to the shopping value and the mall attributes based on generational and gender differences in order to justify the approach to customer segmentation at the market maturity stage. The research methodology is based on the theory of generations and customer value theory. Frequency, factor, regression, variance and cluster analyses were used as data processing methods. The evidence base includes the online survey data of 531 customers held in December 2023 – January 2024. The findings show that the fact of customers belonging to the generational cohort has a statistically significant impact on their behaviour and attitude to the mall attributes. The gender difference only partially explains consumer shopping behaviour. Generational cohorts and gender are important in relation to the hedonistic shopping value: the reaction of young and female shoppers was found to be statistically significant. The study reveals no correlation between consumer behaviour and the income level. Cluster analysis proves that psychographic variables, namely the attitude to the shopping value and the importance of mall attributes, are the basis for customer segmentation. Demographic segmentation factors are of a secondary nature in the context of the malls market transitioning to the maturity stage. It is the psychographic factors that come to the fore, i.e., the utilitarian and hedonistic shopping values, as well as the importance of hygienic and experienced attributes of shopping malls.

Suggested Citation

  • Oksana U. Yuldasheva & Irina O. Trushnikova & Veronika G. Shubaeva, 2024. "Shopping value and mall attributes: Generational and gender differences among Russian customers," Upravlenets, Ural State University of Economics, vol. 15(3), pages 3-19, July.
  • Handle: RePEc:url:upravl:v:15:y:2024:i:3:p:3-19
    DOI: 10.29141/2218-5003-2024-15-3-1
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    References listed on IDEAS

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    1. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. "Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(4), pages 644-656, March.
    2. Carolyn P. Egri & David A. Ralston, 2004. "Generation Cohorts and Personal Values: A Comparison of China and the United States," Organization Science, INFORMS, vol. 15(2), pages 210-220, April.
    3. Vikram Khangembam, 2023. "Consumers choice of small independent specialty stores in shopping centers during weekday extended trading hours: A qualitative study," Cogent Business & Management, Taylor & Francis Journals, vol. 10(1), pages 2185071-218, December.
    4. Silvia Bellini & Maria Grazia Cardinali & Benedetta Grandi, 2016. "Does Shopping Preparation influence Consumer Buying Decisions?," International Business Research, Canadian Center of Science and Education, vol. 9(10), pages 201-211, October.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    shopping center marketing; customer segmentation; gender; generational cohorts; shopping value; mall attributes; customer behavior patterns;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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