Browsing by Author "Esau, Moestaqeem"
Now showing 1 - 1 of 1
Results Per Page
Sort Options
- ItemFactors influencing patronage and spending patterns at Bayside and Tyger Valley shopping centres(2020-12) Esau, Moestaqeem; Willemse, Lodene; Stellenbosch University. Faculty of Arts and Social Sciences. Dept. of Geography and Environmental Studies.ENGLISH ABSTRACT: The shopping centre is a powerful symbol of American consumerism that forms part of the global urban fabric. Despite its decline and redundancy in many regions of the world, its widespread consumer support and developments have positioned South Africa’s shopping centre industry as one of the largest in the world. Since 1994 South Africa has undergone significant political and social transformations. The process changed the formal economy and introduced a diverse group of consumers. The growth of the black middle-income consumer created a demand for products and services that were almost exclusive to the white consumer. During 2008 the growth of a black middleincome had a combined annual spending power of approximately R 130 billion. It had dramatically changed the target market characteristics of the South African consumer. Research in shopping centre patronage is scant, particularly in post-apartheid South Africa. The study aimed to determine the factors that influence patronage and spending patterns at Bayside and Tyger Valley shopping centres in Cape Town. This was achieved through semi structures interviews with centre management, store owners/management as well as rapid appraisals with patrons. The key findings showed that shopping centre patronage is not guaranteed however it was a result of centre managements and tenants’ cooperation and their implementation of various marketing strategies. Furthermore, patrons were motivated by convenience in terms of shopping centre location and a well-balanced tenant mix to satisfy their consumer needs. Although the majority of patrons were satisfied with their shopping experiences aspects such as poor customer service and the absence of facilities such as trolleys and fitting rooms created a poor retail image and resulted in the abandonment of sales.