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Gender Differences of Shoppers in the Marketing and Management of Retail Agglomerations

机译:购物者在零售集团的营销和管理中的性别差异

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摘要

This paper aims to: 1) identify gender differences in perception and evaluation of retail agglomerations and 2) discuss the implications of these differences for marketing and management. Based on a conceptual model we surveyed 2,151 agglomeration shoppers using interviewer-administered questionnaires. Structural equation modelling revealed that: accessibility, parking and infrastructure are perceived differently between gender groups. The attractiveness in terms of satisfaction, retention proneness and patronage intention were also evaluated distinctively. Nevertheless, when examining the impact of the perceived attributes on the agglomeration attractiveness there was no difference. In both settings the retail tenant mix and the atmosphere are the main antecedents of attractiveness. Finally, an importance performance analysis offers managers a method for prioritising their marketing efforts considering gender differences.
机译:本文旨在:1)识别零售群的感知和评估中的性别差异,以及2)讨论这些差异对营销和管理的影响。基于概念模型,我们使用访调员管理的问卷调查了2,151名集聚购物者。结构方程模型表明:性别群体对可及性,停车位和基础设施的看法不同。还对满意度,保留倾向和光顾意向方面的吸引力进行了评估。但是,在考察感知属性对集聚吸引力的影响时,没有差异。在这两种情况下,零售租户组合和氛围都是吸引人的主要前提。最后,重要性绩效分析为管理人员提供了一种考虑性别差异对营销工作进行优先排序的方法。

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