Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
A K-Means Cluster Analysis of Mall Shopping Motivations in a
Developing Context
Rubina Jogee*
In a global context of increasing diversity and change, it is increasingly important to
understand shopping motivations ‘in real time’. Shopping malls that do not act on
knowledge of these shopping motivations and the differences between segments of
the mall shopping market can lose market share to competitors that do. The
research problem addressed in this research is the lack of knowledge of specific
customer segments in the mall shopping market in a developing context of rapid
societal and demographic change. This informs the research question, ‘What are
the differentiating characteristics of different mall shopper market segments?’ The
objective of the research was therefore to empirically test theory that predicts
differences in mall shopper market segments in this context. This research
therefore derives a current typology of market segmentation of mall consumers by
mall shopping motivations based on data collected in 2012. Using a sample of 224
mall consumers drawn from Gauteng, the economic hub of South Africa, k-means
segmentation was used to test theory that predicted differences in mall shopping
motivations. On the basis of this analysis, a typology of shopping mall consumers
was developed according to their preferences, or motivations, for mall shopping.
Six different segments were found to be associated with different mall shopping
preferences and other characteristics. These segments were classified as ‘Low
Engagement Shoppers’; ‘Mean Oriented Shoppers’; ‘Brand Oriented Shoppers’;
‘Utilitarian Oriented Shoppers’ and ‘Ascetic Oriented Shoppers’. It is argued that
knowledge of such typologies may be important in a global context due to the
increasing societal diversity that malls need to be able to take advantage of in an
increasingly competitive environment. Similarly, the interconnectedness of trends in
the global mall shopping market make these findings relevant to the global
business research community.
JEL Codes: M30, O11 and D03
1. Introduction
Over the last few decades, malls have gained great popularity among shoppers in South
Africa. South Africa currently has 1785 malls (Muller, 2013). This amount of malls in South
Africa is greater than some developed countries, such as Australia that has 1452 malls. It
is also greater than some other emerging economies with higher population numbers,
such as Brazil that has close to 400 malls (Muller, 2013, Steyn, 2014). In South Africa
there is currently about one million metres of shopping space (Steyn, 2014). The shopping
mall industry in South Africa experienced strong growth between the late 1980s and 2000
(Prinsloo, 2014), and statistics further show that shopping mall sales has increased
steadily since, with an amount of R392 billion in 2013 (Steyn, 2014).
Although the South African retail space is highly developed (Steyn, 2014), further growth
and development of shopping malls is set to continue in the country with more new malls
establishing in both the urban and rural areas (Steyn, 2014, Prinsloo, 2014). There is even
talk of a “regional super mall” (a 120000 square metre mall), to be developed on the
outskirts of Johannesburg, which will be South Africa‟s largest single-phase shopping mall
*Rubina Jogee, School of Economics and Business Sciences, University of the Witwatersrand,
South Africa. Email: rubina.jogee@wits.ac.za
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
development to date (Property24.com). Further, the growth of shopping malls in rural
areas is expected to increase in the next few years. Currently there are roughly about 90
malls present in the rural areas across the country (Prinsloo, 2014). The growth of
shopping malls in rural areas can lead to many advantages such as exhilarating the rate of
urbanization in these rural regions, promoting job creation, increasing the choices of
goods and services in these rural areas, development of better infrastructure such as
roads, street lights and public transport services near the malls; as well as greater
acculturation towards more urban values, trends and lifestyles among rural individuals.
Currently 44% of shopping malls are based in Gauteng, which is the smallest province in
South Africa and the main economic hub of the country (Steyn, 2014). Our study therefore
focusses on participants in the Gauteng region.
One would expect that with such significant figures on mall presence and mall profits in
South Africa, a great amount of research is taking place in this area. Little attention has
however been given to mall research in South Africa. Shopping malls is said to exert
significant influence on individual and collective consumer behavior (Feinberg and Meoli,
1991). It is therefore important for us to understand the behavior of consumers in
shopping malls in South Africa, as it can provide us with an indication of how South
African individuals purchase products generally, as South African malls tend to be the
primary destination for most basic household purchases. Knowledge stemming from this
research can be also beneficial to shopping mall owners, particularly in adopting the
correct marketing strategies and approaches, and therefore securing market shares and
fending off potential competitors. The purpose of this paper is to understand the different
consumer segments present in South African shopping malls. South Africa has a rich,
diverse array of race groups, cultures, traditions and beliefs, which makes this study
unique compared to similar studies carried out in other countries. The research problem
addressed in this paper therefore is the lack of knowledge of specific customer segments
in the mall shopping market in a developing context of rapid societal and demographic
change. This informs the research question, „What are the differentiating characteristics of
different mall shopper market segments?‟ The objective of the research was therefore to
empirically test theory that predicts differences in mall shopper market segments in this
context.
2. Literature Review
“As Zepp (1997) suggests of malls, they are "a kind of choreography, a theatrical production with actors,
audience, stage props, all of which are really a set for a communal social life" (p. 193). Each society has
buildings that epitomize its life. Rome had its forums and amphitheaters, the Renaissance worshipped in its
domed churches, 17th century Europe had its palaces and theaters, and the 19th century had its iron work
arcades and train stations. The 20th century had its skyscrapers and glass enclosed sports palaces. The
beginning of the 21st century has its shopping centers. They are its temples, and they are all temples of
commerce.”
Souce: Stockroki (2002)
Kuruvilla and Joshi (2010) state that malls tend to reflect the state of society, as well as
act as agents of change. There are many activities that take place in malls, which include
eating, meeting friends, participating in mall events, and engaging in entertainment
activities such as going to the cinema and game zones (Gilboa and Vilnai-Yavetz, 2010;
Martin and Turley, 2004). Malls attract people through a wide variety of stores and
merchandise in a single location (Kim et al, 2003). Malls have been described as
„consumer habitats‟ or „nesting places‟, where shoppers visit for various utilitarian and
hedonic purposes (Michon and Chebat, 2004; Bloch, et al, 1994; Swinyard, 1998). It has
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
been shown that mall shopping provides „functional utility‟, „task orientation‟, as well as
„experiential benefits and gratifications‟ (Michon and Chebat, 2004; Bloch et al, 1986;
Holbrook and Corfman, 1985). Shopping is said to be an avenue where people affirm
themselves and has become an expression of personal values (Michon and Chebat,
2002). The growth and success of shopping malls can be of great significance to a
country‟s overall growth and development, in that malls bring income into the local
economy and can improve local employment (Williams, 1992).
Over the years, shopping malls has gained great popularity among shoppers in South
Africa and elsewhere. There are many distinguishing factors that can be attributed to
creating such an attraction (De Juan, 2004), depending on age, socio-economic group,
income and gender (Swinyard, 1998). It was found that women enjoy shopping in malls
due to the pleasant environment and greater selection of merchandise, unlike men whose
purpose in visiting malls is usually to accompany their partners (Dennis, Marsland and
Cockett, 2001). Another observation found was that women tend to shop more than men
in general (Norum, 2008). Males and females differ greatly in terms of their demands and
choices of products (such as apparel), and this is greatly dependent on their lifestyle levels
and values (Prees, Visser and Zietsman, 2007). Lifestyle by definition refers to
consumers‟ outward characteristics or traits that are often expressed in the products they
buy (Dennis, Mardland and Cockett, 2001).
Age is also a distinguishing factor in terms of shopping behavior, where over time our
demand for products differs according to our circumstances and needs (Taylor and
Cosenza, 2002). It is said that consumers‟ ethical decision-making processes tend to vary
with age, and managerial strategies therefore have to be developed around this (Rawwas
and Singhapakdi, 1998). Within certain age groups, there is however also a great amount
of differences in terms of shopping behavior (Taylor and Cosenza, 2002). Generalizing
behaviors of certain age groups is therefore not too useful in marketing certain products,
such as clothing and apparel (Taylor and Cosenza, 2002). A generational cohort refers to
a group of individuals that came of age in a particular time period and have faced similar
life experiences, and also tend to face similar values and priorities. (Jackson et al, 2011;
Hung et al, 2007). Generational identity by definition is a function of the social, economic
and political events that occur during the pre-adult years of a particular generation, and
consists of a distinctive set of values, beliefs, expectations and behaviors that remain
constant throughout a generation‟s lifetime (Jackson, et al, 2011; Egri and Ralsston, 2004;
Hung et al., 2007; Ingelhart, 1997; Strauss and Howe, 1991). One would expect that
shopping motivations should therefore most likely differ among different age groups and
generational cohorts. A study conducted by (Gilboa and Vilnai-Yavetz, 2010) looks at the
shopping behavior of four different generations of mall visitors. These four generations are
described in the paper as Veterans (1925-1940), Baby Boomers (1941-1960),
Xsers/Generation X (1961-1976) and Millennials/Generation Y (1977-1992). These groups
all differ in their shopping motivations.
“Veterans” are frequently defined as individuals aged 55 years and older (Kim et al, 2005;
Lazer & Shaw, 1987; Moschis, Mathur, & Smith, 1993; Price, Arnould, & Curasi, 2000).
Some of the literature refers to them as individuals that grew up during the Great
Depression and World War 2, and are said to be “conservative” in their views, as well as
characterized by strong work ethics and high savings rates (Gilboa and Vilnai-Yavetz,
2010, Olsen, et al, 2007). According to the Gilboa and Vilnai-Yavetz (2010) study, mall
shopping is a means for socialization and overcoming feelings of loneliness for Veterans.
They hardly spend on clothing, especially branded items, as compared to the other age
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
groups. They also tend to spend less time in the malls (Gilboa and Vilnai-Yavetz, 2010). In
some countries, for example in the US, the aging population has become the fastest
growing population segment (Kim et al, 2005), and households in this segment are
wealthier and more willing to spend (Vitell et al, 1991). They are occasionally referred to
as the “silver market” (Ong and Phillips, 2007).In contrast however, in some Asian cultures
the elderly members of society are often seen as “invisible consumers”, and traditionally
their family members take it upon themselves to provide for their consumption needs. This
market segment has thus been ignored. (Ong and Phillips, 2007; Phillips, 2000). The
importance of this market segment has however grown in some Asian economies such as
Malaysia Japan, Taiwan and Singapore (Ong and Phillips, 2007), where they are now
being perceived as „canny consumers‟ ready and able to voice their opinions and needs
(Ong and Phillips, 2007).
“Baby Boomers” has been referred to as individuals born after World War 2, and are
roughly aged between 44 and 62 years old (Hughes, 2008). They are said to have lived
through many political and social transformations (Jackson, et al, 2011), and are
described as individualistic, competitive free agents with strong interests in self-fulfillment
through personal growth (Jackson, et al, 2011; Parker and Chusmir, 1990). In American
society, they grew up changing from one brand to the next, due to an increasing number
of brand choices over time. (Hughes, 2008). “Generation X” has been defined as
individuals born between 1965 and 1975 (Lester et al, 2005), and are therefore roughly in
their late 30s and early 40s currently (Hanzaee and Aghasibeig, 2008). Other names for
this generation cohort include Twenty Somethings, Baby Busters, Grunge Kids, or
Slackers (Lester, et al, 2005). Their shopping behavior reflects their values, which is said
to have developed from their television viewing (Lester et al, 2005).
“Generation Y” is one of the most highly educated generations (Jackson et al, 2011), also
described as millennials in the mall literature. They are described as being technologically
savvy, multi-taskers and a highly branded generation (Lester et al, 2005).They have
adopted a more materialistic and consumerist culture compared to other cohort groups
(Hanzaee and Aghasibeig, 2008; Bakewell and Mitchell, 2003). They „love to shop‟ (Taylor
and Cosenza, 2002) and do not regard shopping as a simple act of purchase (Hanzaee
and Aghasibeig, 2008). They have become the most consumption-oriented of all the other
generational cohorts (Sullivan and Heitmeyer, 2008; Wolburg and Pokrywezynski, 2001).
They also spend a great deal of time in the malls with friends, and see shopping as an
experience rather than a task (Gilboa and Vilnai-Yavetz, 2010; Bakewell and Mitchell,
2008). Older millennials (aged 18 to 25 years) differ to younger-aged millennials in that
their purchases are more determined by availability of money than peer influence (Gilboa
and Vilnai-Yavetz, 2010). They are less socially motivated to consume and are more
objective instead (Martin and Turley, 2004). The older millennial generation is said to
represent the first “high-tech” generation, having been brought up with computers as an
everyday part of their lives, and they therefore have a greater ability to purchase certain
products through online shopping than purchasing from shopping malls (Norum, 2008). It
is stated that these individuals appear to be fickle and contradictory (Quintal et al, 2009;
Bartlett, 2004), and compared to previous generations they are more optimistic, selfconfident, open to change and aware of their individuality. (Gilboa and Vilnai-Yavetz,
2010; Cheung et al, 2008, Nobel et al, 2009; Hughes, 2008). They are more racially,
culturally and ethnically diverse than previous generations (Sullivan and Heitmeyer, 2008;
Wolburg and Pokrywezynski, 2001), and they value equality and have a greater tolerance
for diversity (Hughes, 2008). Cultural differences in many countries influence the
behaviors of young consumers, across different gender types (Sungwon, 2004; Best and
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
Williams, 1993). The shopping behaviors of young consumers is also influenced by
magazines, television and other media sources (Sungwon, 2004; Ward and Wackman,
1971), as well as social and historical events help to shape their learning processes
(Donnison, 2007; Schuman & Scott, 1989).
It cannot be clearly established whether consumer behavior differs across the different
generational cohorts over time, although some evidence has been presented. One view is
that generational motives for purchasing become standardized once a generation reaches
a certain age (Quintal et al, 2009; Dias, 2003). Another view is that generation units born
within similar periods, and facing similar social and historical events, share similar
experiences, values, priorities, views and characteristics (Donnison, 2007; Manheim,
1952; Jackson, et al, 2011), and this is exhibited in their consumption behavior and
shopping values as well (Jackson, et al, 2011). Analyzing all these differences of shopping
behavior among different generational cohorts would be of great significance in a South
African context, as there is a great diversity of income groups and value systems.
Our aim in this study is to analyze the different consumer segments that make up mall
consumers in South Africa. A great amount of studies has been carried out globally in
terms of analyzing different consumer segments, but this is a relatively new area in South
Africa. The Stone (1954) paper is a classical paper in the mall literature. Stone (1954)
seminally characterizes shoppers as (i) „economic‟ or price-conscious; (ii) „personalizing‟ in
that they prefer smaller shops that are less impersonal; (iii) concerned with ethical support
for mall merchants; and (iv) apathetic, where shopping is considered as a chore. In South
Africa, large retailers are the most successful especially in attracting bargain hunters, but
there are customers that prefer small shops selling specialty items and that have greater
and more personal interaction with their customers. Another classical study in the
shopping motivation literature is the Sproles and Kendall (1986) paper which classifies
consumers into eight decision making styles. These include: (i) the perfectionist or high
quality-conscious consumer; (ii) the brand-conscious consumer who equates price with
quality; (iii) the novelty and fashion-conscious consumer; (iv) the recreational and
shopping conscious consumer; (v) the price conscious consumer; (vi) the impulsive, or
careless, consumer; (vii) the confused (through overchoice) consumer that may
experience information overload; and (viii) the habitual or brand loyal consumer.
Hedonic experiences in shopping malls are an important motivation for many people
visiting malls. A study by Jarboe and McDaniel (1978) shows that the dominant motives
for consumers shopping at malls include: (i) gathering information for future shopping;
(ii) vicarious experience or window-shopping; and (iii) enjoyment of the atmosphere.
Using K-means cluster analysis, El-Adly (2006) found six mall attractiveness factors
to emerge which include: (i) comfort, which related to security, parking, seating,
cleanliness and interior design; (ii) entertainment, which related to entertainment
programmes and entertainment places for the youth; (iii) diversity, which related to
types of restaurants and international store branches; (iv)mall essence, which related to
the quality of products, prices and variety of stores; (v) convenience, which related to ease
of access to the mall; and (vi) luxury, which related to the external appearance of the mall
and its popularity. In summary, the general aesthetic and cosmetic features, as well as
comfort, entertainment and experience, are of great importance to many mall visitors. In
South Africa, shopping malls serve greatly as areas of entertainment for most families,
especially on weekends, largely because of the safety and pleasant atmosphere offered
by most of the shopping malls. Many outdoor activities, side walk sales and exhibitions
take place regularly in the malls, which attracts a great amount of visitors from near and
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
far. The eating areas also offer entertainment such as large plasma screens for big
sporting matches, outdoor play areas for children and live music. In general, malls in
South Africa serve as popular entertainment avenues for many local and foreign visitors.
3. The Methodology
In this study, cluster sampling was applied in Gauteng, the economic hub of South Africa.
This region was further segmented by geographical region. The study received ethics
clearance prior to survey work. The sample consisted of 224 respondents, with a mean
age of 34 years. The questionnaire was administered to individuals within the sampled
households from 14 years upwards, by a group of research assistants. Participants in the
study represented different race groups, cultures, age groups, sexes and income groups.
Within the clusters, stratified convenience sampling was used. K-means clustering was
used to test the theory that predicted differences in mall shopping motivations. 5 clusters
were suggested from the K-means tests. Mall preference variables in the study were
obtained using Likert scales. Table 1 below represents the descriptive statistics for the
mall shopping motivation variables that were derived from the Likert scales.
4. The Findings
From the data collected and analysed, six different segments were found to be associated
with different mall shopping preferences and other characteristics. A typology of shopping
mall consumers was developed according to their preferences, or motivations, for mall
shopping. These segments were classified as „Low Engagement Shoppers‟; „Mean
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
Oriented Shoppers‟; „Brand Oriented Shoppers‟; „Utilitarian Oriented Shoppers‟ and
„Ascetic Oriented Shoppers‟.
The first segment was termed „Low Engagement Shoppers‟. They tend to have a
moderate tolerance for crowds and congestion. They also have a preference for
convenience and choose to shop at malls close to their homes. This segment is attracted
by the greater choice of goods & services offered by malls, as well as the ease of finding
products in a mall. Individuals in this segment tend to be less responsive to media
advertisements of the mall, except for cinema advertisements. They are therefore to some
degree indifferent to the mall‟s marketing messages in the media. An important
characteristic is that individuals that comprise this segment are significantly more likely to
be female and own a car. The convenience offered by malls is therefore an important
motivation behind this segments‟ choice to visit malls. Individuals in this segment also
spend significantly less per day and month end compared to individuals in other
segments. This explains the term „low engagement shoppers‟.
The second segment was termed „Mean Oriented Shoppers‟. Individuals in this segment
have a moderate preference for malls that offer famous and unique brands. They are
therefore brand-conscious shoppers. They also have a preference for convenience and
quick shopping. They choose to shops at malls that are close by and that have a pleasant
atmosphere. They are economic or price-conscious shoppers, as they prefer to purchase
a large amount of sale products together, as well as have a preference towards discounts,
vouchers and credit. This segment has a relatively high male representation. They are
termed „mean oriented shoppers‟, due to a relatively high number of responses close to
the „mean‟.
The third segment was termed „Brand Oriented Shoppers‟. This segment has a preference
for malls that offer upmarket brands, and malls that have media advertisements. They are
brand and quality conscious shoppers. This segment also has a preference for credit,
discounts and other offers. They are motivated to shop in a mall where friends and family
shop. They are termed „Brand oriented shoppers‟ as they are significantly more likely to
report a preference for purchasing favourite brands, popular brands, advertised brands,
expensive brands and quality brands, compared to the other segments.
The fourth segment was termed „Utilitarian Oriented Shoppers‟. They have a preference
for convenience, quick shopping, mall credit and discounts. They are also significantly
more likely to visit one shop at the mall and less likely to window shop. Basically, they do
not consider the entertainment and aesthetics benefits offered by malls. This group
however is less likely to engage in online shopping as well. They are termed „utilitarian
orientated shoppers‟, largely because they shop with purpose, or are goal-orientated in
their purchases.
The fifth segment was termed „Ascetic Oriented Shoppers‟. This segment of individuals
has a high preference for convenience, quick shopping experience, pleasant atmosphere
at the mall, greater choice of goods and services offered by the mall and proximity of the
mall to one‟s residence. They are termed „ascetic orientated shoppers‟ due to their low
preference for co-shopping with friends and family. They are not greatly motivated by the
social benefits of mall shopping.
Proceedings of 9th Annual London Business Research Conference
4 - 5 August 2014, Imperial College, London, UK, ISBN: 978-1-922069-56-6
5. Summary and Conclusions
South Africa has achieved great success in the shopping mall industry, with shopper mall
sales rising steadily in the last decade. There are also more new shopping malls on the
drawing board in both the country‟s urban and rural areas. The country has more shopping
malls than some developed countries, and some other emerging economies. Although
this industry has achieved a great deal of success, little research has taken place in order
to understand the dynamics underlying it in South Africa.
The purpose of this paper is to understand the different consumer segments present in
South African shopping malls, and to understand their motivations in choosing to shop in
the malls. The research question we posed was, „What are the differentiating
characteristics of different mall shopper market segments?‟ Six different segments were
found to be associated with different mall shopping preferences and other characteristics.
These segments were classified as „Low Engagement Shoppers‟; „Mean Oriented
Shoppers‟; „Brand Oriented Shoppers‟; „Utilitarian Oriented Shoppers‟ and „Ascetic
Oriented Shoppers‟. Demographics and generational identities did not play a great role in
characterizing these segments, as each segment had a significant number of individuals
from each demographic and generational cohort groups.
The results in this study should be of great significance to marketing researchers and mall
owners. There is great scope for future research on consumer behaviour in shopping
malls in South Africa. There is also a need for more research on the effects of mall
development in rural areas, and subsequent effects this should have on South Africa‟s
overall growth and development.
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