A multi‐attribute approach to understanding shopper segments

Assessment of the relative strengths and weaknesses of a mall as viewed by two shopper segments: those shoppers who prefer to shop there, versus those who favor a competitor mall.

Abstract

The purpose of this paper is to assess the relative strengths and weaknesses of a mall as viewed by two shopper segments: those shoppers who prefer to shop there, versus those who favor a competitor mall. The importance‐performance technique is used in analyzing the data. Study results and their implications are discussed.