A market segmentation analysis of users of a black-owned neighborhood shopping center
Wm. L. Trombetta Ph.D., Albert L. Page Ph.D., Ramesh P. Shah M.B.A.
Journal of the Academy of Marketing Science · 1977 · Volume 5 · Issue 3
Abstract
This study examines the characteristics and shopping behavior of urban blacks who patronize a black-owned and managed neighborhood shopping center in a large mid-western city. The shopping center is located in a community that reflects typical inner city characteristics of high unemployment, low income, and classic shortage of necessary retail and commercial facilities. The community promotion analyzed in the study was the shopping center's first formal attempt to promote the mall and provided an opportunity both to measure the traffic and the sales generating impact of the promotion and to learn about the profiles of the center's shoppers. Covered in the study are demographic and socio-economic variables, attitudes toward and perceptions of various characteristics of the mall, and various dimensions of the respondent's retail shopping behavior. Analysis of the characteristics of the shopping center's customers indicates two distinct market segments that live different distances from the mall with sex, income, age, and shopping behavior varying by segment. The hypothesis that the two groups of black shoppers, with different demographic characteristics, will also exhibit different shopping behavior was not rejected, and therefore, the authors could suggest marketing policy and strategy recommendations to management to more effectively reach and satisfy the heavy user of such shopping centers.
Keywords
Market Segment, Shopping Center, Heavy User, Shopping Behavior, Commercial Facility
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