In light of several successful US mall repositionings, industry experts have encouraged other less productive properties to follow their lead. This study investigates the relationship between selected mall attributes and productivity. A mail survey was sent to a random sample of mall marketing managers. Chi‐square and correlation analysis was used to identify the attributes that were significantly related to productivity. Super‐regional malls located in large, densely populated cities with high income residents were the most successful properties. The results suggest that the attributes of successful malls cannot be transferred or adapted by lower performing malls. Market strategy variables that could be duplicated were not significantly related to high productivity.

US shopping mall attributes: an exploratory investigation of their relationship to retail productivity

"Silent Salesmen," Skeptical Consumers: American Images in a Divided Berlin, 1949-67

As marketing knowledge and market competition increase, so too does the need for better segmentation. Psychographics can offer greater insights into customer behaviour, but the procedures for identifying psychographic segments are complicated and this may be inhibiting its use. Explores the process of identifying psychographic risk segments in purchasers of consultancy services by taking the reader stepwise through the necessary statistical procedures. Part 1 considers factor and cluster analysis, while Part 2 looks at multiple discriminant analysis. The analysis shows that three potential risk segments exist which differ demographically and in their risk perceptions.

How to Identify Psychographic Segments

For over half a century market segments have been considered objective groupings of individuals which marketers identify, understand, and target with advertising messages. The process of market segmentation has, therefore, occupied a position of moral neutrality. An increasingly popular method of segmentation is by consumer personality, with advertisers targeting messages to specific personality types. This paper explores personality segmentation, and presents empirical evidence to support the proposition that personality metrics that are used to assign individuals to segments may, in fact, be manipulable by advertising executions themselves. Quite apart from the implications that this has for the business efficacy of the segmentation process, the ethical implications – particularly as applied to children – are considerable.

Creating the Customer: The Influence of Advertising on Consumer Market Segments - Evidence and Ethics

For segmentation purposes, demographic variables are cheap and easy to measure, while psychographic variables are harder to measure, but can provide a more accurate insight into consumer psychology. The use of astrology, potentially, allows us to combine the measurement of demographics, with the psychological insights of psychographics. Suggests that a prima facie case exists for the suitability of astrology as a segmentation variable since it creates segments which are measurable, substantial, accessible, exhaustive, relatively stable over time, likely to respond differently towards different marketing programmes and have clear boundaries. Although it would be unrealistic to claim that astrology can be universally applied to all markets in all industries, it may have some use when applied to certain populations or sub‐groups within certain lifestyle and personality‐related markets.

Using astrology in market segmentation

The paper argues that: (i) A successful market segmentation study requires the application of structure and a proper integration of qualitative and quantitative research. Also, that the prime emphasis should be on actionability. (ii) Lifestyle and value-based segmentation are too general to be of great use in category specific studies. Also, their international application is limited as lifestyles vary, internationally. (iii) The growing phenomenon of 'consumer' schizophrenia' makes lifestyle increasingly less useful in market segmentation. (iv) Well-developed psychological segmentations, that relate to a specific market or product category, are more diagnostic, more predictive and more actionable, on a global basis.

People are people the world over: The case for psychological segmentation

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People are people the world over: The case for psychological segmentation