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

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

Author(s) by Giti Salimiha, Mahdi Shahidi, Mahmoud Samadi, Davoud Hosseinabadi Sadeh
Pages 95-103
Keywords Categorization (segmentation) of customers, k-means clustering, attractiveness factors, shopping centers
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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.

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