INFLUENCE OF SHOPPING CENTRE IMAGE ATTRIBUTES ON CUSTOMER CHOICES
Keywords:shopping centre, image, image attributes, merchandising, accessibility
AbstractThe purpose of this paper is to identify the main image attributes determining shopping centre selection in Lithuania. By applying Pajuodis (2005) statement that shoppers select a shopping centre by its image and the models of Sit, Merrilees & Birch (2003), Wong, Lu, Yuan (2001), Gonzalez-Hernandes & Orozco-Gomez (2012) and Singh & Sahay (2012) this paper develops suggestions of what shopping centre image attributes should be emphasized in shopping centre promotional campaigns and how to improve the perceptions of shopping centre patrons of the overall centre image. The theory part of the paper uses systemic and comparative scientific literature analysis. Based on Lithuanian and foreign authors' scientific works, the paper analyses image attributes that influence the selection of the shopping centre as a place for shopping and leisure. An empirical study was conducted applying a quantitative method for data collection – a survey. After generalising theoretical shopping centre image aspects, attributes that represented the shopping centre image was identified. A review of the retailing literature reveals several attributes in shopping centre image studies: merchandising, accessibility, service, facilities, atmosphere, amenities, ambulance, entertainment, security and other. An empirical study indicates main shopping centre image attributes in the Lithuanian market in particular.