Consumers within the Australian society are observed to be highly conscious regarding their status in the society and they consider using branded products to maintain their status symbol. It has been observe that there has been tremendous growth in the number of malls in Australia. Demographic patterns of Australia consumers and advancing Australia economy that is resulting on increased consumerism in Australia (Moriarty et al., 2014). Favorable demographic aspects, altering lifestyles, a well-built surge in income, global exposure, effect of globalization that is changing the mindset of Australian consumers are certain factors those have resulted in growth of malls in Australia. Considering that acquiring a product remains the major motivation for increased shopping in mall, Australian consumers also prefers shopping to be a hedonic experience. Such hedonic experience that is increasing consumer expenditure in Australian malls encompasses emotional aspects of shopping, entertainment, escapism, and imagination.
Malls in Australia appears appealing to the Australian consumer segment by offering them several beneficial shopping experiences. Moreover, economic concept in which focus is relied on current consumers’ desire for greatly getting associated with positive shopping experiences rather than just purchasing goods and services from malls (Papadopoulos & Heslop, 2014). Four distinct type of economic progression is explained that ranges from commodities to products and finally experiences. There are four aspects those affects increased consumer spending in Australian malls. The four positive experience those increases consumer expenditure intention includes entertainment, educational, esthetic and escapist experiences. Mal visitors in Australia are observed to be highly value conscious (Reinders & Bartels, 2016). They tend to visit malls for several reasons other than shopping that includes window-shopping, eating and seeking leisure. This offers mall retailers in Australia to gain an opportunity to transform these consumers into regular consumers through offering them beneficial value proposition.
It is deemed that a mall is highly relied on the success of all the shops within operating their business within it. For this reason, it is vital to realize the real desires of all its consumers in terms of value they want (Moriarty et al., 2014). Perceived value related with the Australian malls is observed to have a vital role in enhancing consumer satisfaction with shopping in the Australian malls. In addition to that, a considerable perceived value that is linked with the Australian malls has a significant role in encouraging consumer willingness to purchase from the malls and this also positively increases the intention increased expenditure in the malls of Australian consumers (Bryman & Bell, 2014). It can be stated that advertising strategies serves as valuable assets for the Australian malls these days as it can greatly affect consumer-expenditure behavior. It can have a great role in expanding business of Australian malls.
Australian consumers depend on value for cost products and consider purchasing products having high product benefits. If malls understand and deliver desired value of its consumers in a better manner, a mall can attain huge number of loyal consumers and can develop long-term effective relationships with the consumers (Panneerselvam, 2014). Advancing the quality of products along with managing the social responsibilities by the Australian malls can help in positively affecting the expenditure behavior of its consumers and can enhance consumer satisfaction and loyalty.
In the recent era, it is observed that international and emerging markets business war is not just based on price but also on consumer satisfaction. Sales promotion strategies developed by the Australian malls is also deemed to have vital role in enhancing the business performance graphs it serves as a powerful strategy to increase the re-purchase intention of the consumers for their offerings. In Australia, offering special discounts also is turning out to be a driving force for the malls as it can persuade its consumers to transform their behavior in consideration to the products sold in the malls in a positive manner. For such reasons, it can be said that delivering superior value to consumers emerges to be leading weapon that happens to serve as effective way in which malls can communicate their messages to their target audiences. This serves as promotional strategy that can promote awareness associated with their offerings. Expenditure behavior of consumers can be altered positively because of attractive advertisements of Australian malls (Romaniuk & Nenycz-Thiel, 2013).
In the recent years intense competitive surrounding necessitates that the malls addresses consumer expectations along with offering products that exceeds the expectations of the target consumers. This can further positively affect consumer-expenditure behavior towards certain products of the companies. Developing effective sales promotion strategies can facilitate Australian malls in attaining their consumer retention objectives. Moreover, investigation regarding whether non-store elements affects the mall selection of the Australian consumers is to be investigated through the completion of the current research.
The research questions those are to be answered in this investigation are:
- What are the aspects those have an impact consumer expenditure in shopping malls?
- How social aspects affect consumer use in shopping centers?
- In what monetary setting consumption of consumers in shopping malls might be controlled?
Through answering the formulated research questions, the current study will reveal the ways in which Australian consumers. The research will investigate that the consumers are highly impacted by social, personal and psychological factors those impact their perceptions towards a mall. It is deemed that there are several factors those impacts buying behavior of Australian consumers those are impacted by the connection of several interpersonal impacts namely subcultures, cultures along with numerous internal influences those derive from within the consumers. Such factors include consumer’s personal feelings and thoughts encompassing their perception, lifestyle, motivation, attitudes, and emotions and buying intentions (Moriarty et al., 2014).
Research Methodologies and Techniques
The research methodology section will explain the manner in which the data collection process will take place in investigating the “The study of the consumer expenditure in mall in Australia”. The information that will be collected will be majorly the secondary ones. Information regarding the buying behavior of Australian consumers and attempts malls to develop effective advertisements and constructive offers will be gathered from several Australian official websites along with existing journals on consumer buying behavior (Smith, 2015). In order to evaluate the components that affect client consumption in shopping center the researcher will develop an effective research plan for the recent study. Selecting the best possible research plan is deemed major undertaking for researcher to attain constructive research results. Additionally, in order to accomplish the recent research and to attain certain unfamiliar truth regarding a particular factor affecting consumer-buying behavior and monetary setting consumption of the clients in shopping center can be controlled or not, the researcher needs to follow exploratory research plan in this exploration (Moriarty et al., 2014).
Moreover, quantitative research methodology will be employed in this research and along with that, deductive research approach will be followed in investigating whether the client use in shopping centers is encouraged by the social impacts. Research hypothesis will be formulated in the next step (Tarone et al., 2013). This process of collecting data can consider testing the formulated research hypothesis and such data will be secondary data. This is the reason for which, the data will be gathered through employing non-probability sampling technique. Total statistics will be accumulated from several renowned companies involved in developing effective strategies for determining the client use in shopping centers is encouraged by the social impacts. SA significant value gathered through regression co-efficient analysis is observed to signify that the selected independent variables gave a significant impact on consumer expenditure behavior in Australia (Taylor et al., 2015).
In order to investigate the consumer expenditure in mall in Australia, survey research method will be employed by the researcher. The questionnaire that will be designed by the researcher will encompass two major question segments. The first section of the survey questionnaire will contain questions that will gather data regarding the demographic profile of the survey participants. This section will include questions regarding the respondents’ age, marital status, gender, income, and educational level that will be analyzed through using nominal scale (Walter & Andersen, 2013). The second section of the questionnaire will contain questions regarding the selected variables of the current research those includes consumer expenditure, components that affect client consumption in shopping center and consumer behavior. The data gathered from this section will further be analyzed through using five point liker scales (Moriarty et al., 2014).
The current research has selected the target respondents to be the 50 teenager Australian consumers and 10 marketing managers of few renowned malls in Australia. Therefore, the sample size selected in this research will be 55 survey respondents. Questionnaires were distributed to the target respondents by means of e-mail and social media websites. The current research intends to investigate the “The study of the consumer expenditure in mall in Australia”. For this reason, the researcher will employ the positivism philosophy through associating the consumer expenditure theories in the current scenario. In the recent research, the philosophy of positivism will facilitate the researcher in accumulating appropriate responses from the survey (Wiek & Lang, 2016). As the researcher in this exploration will employ quantitative evaluation in order to gather effective research results for this reason, deductive research approach will be implemented in this study. This is deemed relevant for using in an exploration that can attain real results from the research findings as the researcher has used positivism philosophy in this research.
Deductive research approach suits well with the positivism philosophy as it involves analyzing the gathered data with the help of previous trends along with proven facts (Moriarty et al., 2014). Moreover, secondary data is collected from evaluating the recent trends of the identified research problem. In the current research, the primary data will be collected from the human responses, it is highly authentic in contrast to use of the secondary data. For this reason, in investigating the “The study of the consumer expenditure in mall in Australia” the researcher will employ both secondary and primary data devoid of focusing on just one data collection method (Zhang et al., 2014). As the recent exploration will focus on analyzing the “The study of the consumer expenditure in mall in Australia”, the researcher will select suitable research design in order to evaluate the ways in which the components that impact client consumption in shopping center will be revealed. For this reason, the recent research also encompass describing the detailed impacts of the factors those impacts the shopping expenditure intention of the Australian malls. In addition, the researcher also centers on preparing a list of recommendations in order to facilitate the marketing managers of the Australian malls to realize in what monetary setting consumption of the clients in shopping center can be controlled (Wiek & Lang, 2016).
While carrying out the recent research, the researcher will attempt to gather relevant data for reliable sources and participant responses. The researcher will also attempt in sustaining the reliability of the collected data from the excel applications for data interpretation. It is also gathered that, in the research process the secondary data might be manipulated to certain extent that can affect the research quality and outcome that will be taken care of by the researcher (Moriarty et al., 2014).
Identification of research problem
Final Capstone due
Table 1: Research Process Timeline
(Source: Authors Creation)
The research process segment analyses the manner in which the total research will be accomplished. In order to attain effective research results, the researcher will consider carrying out this research in accordance with suitable and accurate research process. In the overall process of research, numerous stages require being followed by the researcher in this study while accomplishing the research (Lu et al., 2014). In order to ascertain the reliability and validity of the research results, the researcher will remain aware and highly observant regarding the objectives, aim and questions set for the research. In order to collect relevant information regarding “The study of the consumer expenditure in mall in Australia”, the researcher will consider selecting certain respondents and present the open-ended questionnaire to the survey participants in order to attain accurate research findings. In order to select most suitable sampling technique for the current research, the researcher must consider selecting simple random sampling process along with numerous open-ended questionnaires. Selecting and gathering of all the research related important information from the survey respondents would facilitate the researcher to draw constructive conclusions from the research in an effective manner (Lushey & Munro, 2015). Consistency along with feasibility of the gathered information will be made sure by the researcher in order to gather suitable results from the research through dealing with any type of unsuitability and distortion.
Data Collection and Analysis Methods
Research on the “The study of the consumer expenditure in mall in Australia” can be carried out by means of following information collection techniques that includes subjective and another one is deemed quantitative information collection technique. Subjective information for the research will be collected from relevant and authentic journals, books and scholastics (Keller, 2016). Additionally, gathering of quantitative information technique will be greatly focused on collection of ample vital and optional information. In order to carry out the research effectively, the researcher will follow quantitative information collection technique to attain effective results from the recent research.
In this research technique, the researcher will mainly focus on the technique of vital and auxiliary information gathering technique. Through the help of using several tables, outlines and diagrams the researcher will represent the findings of the research and will reveal the ways in which consumer expenditure in mall in Australia indicates the purchasing power of the Australian consumers (Leary, 2016). Moreover, analysis of data collected will be carried out through employing numerous statistical techniques namely correlation, mean, median and standard deviation. In addition, analysis of time series will also signify whether several vital aspects of enhancing the consumer expenditure in mall in Australia have signified growth over the past few years or not. Cutler evaluation will also be conducted for analyzing the ways in which factors such consumer expenditure in mall in Australia has increased its effectiveness in enhancing advertisement strategies of these malls.
Findings gathered from the accomplishment of the current research will reveal that item assortment; extravagance is deemed to have increased impact and constructive relationship with the customer expenditure behavior and brings in more consumers in the shopping centers. Consumers tend to perceive the sal4s strategies of the shopping malls in a positive manner. The recent research will signify that consumers in Australia are highly conscious regarding the social impacts and for this reason, they prefer using branded goods from malls having benefits those attracts consumer consumption (Buil et al., 2013). Moreover, components affecting consumer consumption considered by Australian malls affect the buying behavior of its consumers positively. The current research will offer an insight to the monetary setting consumption and malls regarding the ways in which they can make their marketing and promotional tools effective for gaining attention of their consumers. With the help of this research, marketing managers of Australian companies can realize the ways in which realizing the components that affect client consumption in shopping center can improve consumer expenditure of Australian malls (Cha et al., 2016).
It will be gathered that components affecting consumer consumption has considerable positive impact and association with customer expenditure behavior. Components that impact client consumption in shopping center also has positive impact on customer buying behavior as research findings have indicated that social impacts consideration of Australian malls has a dynamic role particularly in the expenditure behavior of consumers in Australia. In light of the research findings, it can be indicated that the current day’s discount offers by malls serves as largest marketing weapon for gaining attention of the consumers and motivating their expenditure intention (Flick, 2015). The research will also reveal that developing efficient social image and sales promotion strategies has a vital role in transforming expenditure behavior of its consumers. The recent research will reveal that Components that affect client consumption in shopping center as major driver persuading consumer expenditure that indicates to the consumers’ likely perception and feelings regarding a mall that has a considerable impact on consumer expenditure behavior. Moreover, it will also reveal that consumer-expenditure decision is greatly impacted by the low cost offerings and attributers advertised by the Australian malls and this are determined by consumer perceptions regarding offers provided by malls in a great sense.
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