Identifying the Attractiveness Factors of Kish Islands Shopping Centers: With an Approach to Categorization of Customers

Giti Salimiha, Mahdi Shahidi, Mahmoud Samadi and Davoud Hosseinabadi Sadeh

Quarterly Journal of Business Studies, 2016, vol. 2, issue 2, 95-103

Abstract: Nowadays shopping centers are among the most competitive activities in the country. Therefore, the managers of these centers usually seek to attract potential shoppers towards themselves through identifying the attractiveness factors. With the development of shopping centers in the recent couple of years, the attractiveness factors of these centers can be paid attention to as the data for formulating some aggressive strategies by the owners of the centers. When a customer faces an obstacle at a shopping center, he/she tries to fulfill his/her demand at another one and regarding the intense competition in this field, the center that is able to provide the customer with satisfaction will be more successful. Categorization (segmentation) of customers is a vital subject matter for shopping centers to formulate marketing strategies appropriate for each category of shoppers. The shopping centers being able to examine, investigate (reconsider) and predict behaviors of consumers are successful. In this research 384 subjects were surveyed by a questionnaire. First we indentified and ranked the attractiveness factors and then using the logic of k-means we clustered the customers based on those attractiveness factors. The results showed that shopping centers customers with regard to the attractiveness factors of these centers in Kish Island, can be categorized (divided) into three groups of indifferent customers, luxury customers and insistent (eager) customers. In terms of objective, this is an applied research.

Keywords: Categorization (segmentation) of customers; k-means clustering; attractiveness factors; shopping centers (search for similar items in EconPapers)
Date: 2016
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://rassweb.org/admin/pages/ResearchPapers/Paper%202_1495913793.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rss:jnljbs:v2i2p2

Access Statistics for this article

More articles in Quarterly Journal of Business Studies from Research Academy of Social Sciences
Bibliographic data for series maintained by Danish Khalil ().