Extended Shopping Experiences in Hypermarket

Hassan, Hasliza; Rahman, Muhammad Sabbir

doi:10.5539/ass.v8n11p138

Cited by 5 publications

(4 citation statements)

References 51 publications

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“…as they want a large selection of products (Ramya, 2015), which could indicate that hypermarkets could be a retail format appropriate for the children that we are studying. Extending the work by Hassan and Rahman (2012), nowadays, hypermarkets are not just a place to purchase basic essential groceries for the household but also as a place for shoppers to spend time together with family and friends (Marques et al , 2016). The last emphasis on service extension should be on a children’s playground or indoor play-land to attract a group or family to come and shop together at the hypermarket.…”

Section: The Child Hypermarket Customer Experience Model – a Broad Overviewmentioning

confidence: 99%

Children as actors of tomorrow’s hypermarket experience

De-Juan-Vigaray

Hota

2019

IJRDM

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Purpose The purpose of this paper is to see how children aged 7–11 years can become the actors of tomorrow’s hypermarket experience by providing a review of past research on children as retail consumers, with a specific reference to their customer experience. Design/methodology/approach The literature review will be organised by presenting a “child hypermarket customer experience” model. Finally, a conceptual and methodological critique of past research will be presented followed by the revised model and conclusions. Findings The literature review finds six independent variables presented in the model: customer satisfaction, in-store conflicts, buying intention, purchase basket value, loyalty and average time spent in store measure a positive hypermarket shopping experience for children. There are then six types of mediators presented in the updated model: type of product, product offering, pocket money amount, environment, technology (games, tablets) and experiential marketing that mediate the impact of these independent variables on children as the actors of tomorrow’s hypermarket experience. Research limitations/implications This paper is conceptual in nature. Future research should empirically validate the conceptual model developed in the paper for children 7–11 years of age. Practical implications The conceptual discussion shows that hypermarket managers can use technology such as games and tablets not only to reduce the conflicts between parents and children in hypermarkets but also positively impact on the average time spent in the store. Further, the discussion shows that hypermarket managers can offer children the experience they expect with the use of specific experiential stimuli adapted to children in “children’s aisles” such as toys, children’s clothing, children’s hi-tech and children’s books. They can also theme the experience for children using memorabilia and the engagement of senses. Managerial research should empirically validate this for children 7–11 years of age. Originality/value This is the first study that conceptually creates a model of children as the actors of tomorrow’s hypermarket experience. This is something that empirically researched will enhance the understanding of young consumers’ behaviour in the retail process in this advanced age of retailing.

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Section: The Child Hypermarket Customer Experience Model – a Broad Overviewmentioning

confidence: 99%

Children as actors of tomorrow’s hypermarket experience

De-Juan-Vigaray

Hota

2019

IJRDM

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“…Tangible and intangible attributes like variety and number of stores, design and parking facilities motivate consumers to shop in the malls (Castaldo and Premazzi, 2001;Yan and Eckman, 2009).The presence of facilities within the centre, such as customer service points, rest areas, crèche, and other services complement the shopping process and provide greater convenience to shoppers (Frasquet,Vallet, and Gil, 2002). Among the core services of a shopping centre, free parking and long opening hours are notable, because both these services are the key aspects of the new shopping habits of consumers (Frasquetet al, 2002).Besides, variables like services (personnel, business hours, checkout-technology, after sales services) and augmented facilities (banking, children's corner, covered parking, food courts, and post office) can be taken into account in explaining retailers' positioning (Hassan and Rahman, 2012;Hassan,Bakar Sade, and Sabbir Rahman, 2013;González-Benito, Martos-Partal, and Fustinoni-Venturini, 2014).In such a condition, it is reasonable to assume that amenities or facilities provided within the mall have a significant impact on the selection of a shopping mall because these amenities influence the experience provided by it.…”

Section: The Effect Of Amenities On Customer Experiencementioning

confidence: 99%

An empirical study on the antecedents of shopping experience in Bangladeshi malls: A Structural Equation Modeling Approach

Ahmed¹,

Dash²,

Mahmud³

et al. 2019

JBRMR

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Growing competition amongst contemporary forms of shopping malls has made mall developers and management consider devising methods that enrich the experience of the customers. In this study, an attempt was made to explore the antecedents to the shopping experience at the mall. For this purpose, a survey instrument was developed for measuring the respondents' opinion. The constructs developed for this study were tested and validated by means of multidimensional procedure on a sample of 284 mall shoppers in Bangladesh. Structural equation modeling was applied to test the hypotheses developed for this study. Among the three exogenous factors analyzed in this study, two factors namely ambience and amenities have a significant influence in determining customers' shopping experience, while the third factor, named safety, exerts a statistically insignificant impact. It is reasonable to conclude, based on the evidence gathered from the study that, an enriched shopping experience can be facilitated by mall managers as a relational outcome of managing ambience and amenities. Being the first of its kind, this research work delves into the interrelated dependence among the factors that in turn influence customer experience at the shopping malls in the context of Bangladesh.

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“…Retailers' positioning can be explained by a number of variables: the store atmosphere (setup, location, architecture, flow system, lighting), the assortment (size, product range, style, brand policy, presentation), pricing policy (overall price levels, price range), services (personnel, business hours, checkout-technology, after sales services) and extended facilities (banking, children's corner, covered parking, food courts, and post office) (Chang and Luan, 2010;Hassan and Rahman, 2012;Hassan et al, 2013;González-Benito et al, 2014). A study reveals that consumers associate different values with stores of different sizes.…”

Section: Factors Affecting Consumers' Preferences and Hypermarket Choicea Reviewmentioning

confidence: 99%

Factors affecting store image and the choice of hypermarkets in Oman

Belwal

2017

IJRDM

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Purpose The purpose of this paper is to explore the factors affecting store image and customers’ choice of hypermarkets in Oman and compares two big hypermarkets in Sohar– the prominent industrial city of Oman. Design/methodology/approach A detailed review of literature was conducted initially to identify the attributes affecting store image and choice of hypermarkets in Oman and a questionnaire was developed later using the key attributes, vetted by a panel of professionals and consumers. Data were collected using convenience sampling from the targeted customers with due care to reduce possible biases. Exploratory factor analysis (EFA), using SPSS, was then performed to arrive at the key factors affecting store image and choice of hypermarkets in Oman. Two most popular and leading hypermarkets of Sohar – Lulu and Al Safeer were selected to study consumers’ preferences for store choice and comparisons. The Mann-Whitney U-test in association with the Wilcoxon W-test was applied, using Minitab, for further comparison of the two hypermarkets. Findings Retailing industry in Oman is changing. The focus of consumers is shifting from traditional markets to modern retail formats. The presence of hypermarkets has attracted customers away from traditional souqs. Customers are attracted to hypermarkets for various reasons, including the local and socio-cultural ones. The factor analysis produced four components, namely, “purchase experience”, “visit experience”, “augmented experience”, and “repeat-purchase experience” affecting customers’ choice of hypermarkets and store image in Oman. A comparative analysis of two leading hypermarkets revealed that Lulu hypermarket acquired, overall, a better store image over Al Safeer on all the components. Purchase experience and visit experience, in Omani hypermarkets, were forerunners in satisfying customers than the augmented and repeat-purchase experience. Research limitations/implications The study contributes to the narrow base of extant literature on consumer preferences of hypermarkets and their choice of related retail formats in the Islamic world. Although the use of EFA has been quite informative in revealing the findings, the limitation mainly arises due to the lack of confirmatory techniques, which were not intended at this stage of research. Whist the study opens room for researchers to contribute further in this regard, it brings forth certain implications for the managers, academics, and professionals working in the retail sector. Practical implications Analysis and discussions reveal that hypermarkets, particularly in Oman, need to take into account the factors, as identified in this study, and the differences in context of local conditions and religion. The study emphasizes that managers of retail formats in Oman need to give due importance to consumer experience to secure better store image and consumer patronage. Originality/value The study makes a pioneering attempt to analyse consumer preferences for retail stores, especially hypermarkets in Oman. It recognizes that the consumer expectations and business requirements of Oman, in particular, or Gulf countries in general are somehow different than the rest of the world. A heed to the identified factors and underlying variables would help the retail sector in serving consumers better as well as in increasing the store image and consumer patronage.

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Extended Shopping Experiences in Hypermarket

Cited by 5 publications

References 51 publications

Children as actors of tomorrow’s hypermarket experience

Children as actors of tomorrow’s hypermarket experience

An empirical study on the antecedents of shopping experience in Bangladeshi malls: A Structural Equation Modeling Approach

Factors affecting store image and the choice of hypermarkets in Oman

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