Determining the motivational factors of South African consumers when visiting regional malls

Abstract

The retail industry is changing quickly, and for businesses to stay competitive, they must adjust to changing consumer attitudes, preferences, and demographics. This study aims to clarify the variables influencing consumers' expectations and keep them drawn to regional malls. By comprehending these factors, retail establishments might enhance relevance and encourage consumer spending. In a time when online shopping is becoming increasingly popular, this study aims to solve the mystery of what motivates consumers to still frequent malls. The study examines the relationship between expectations and experience as it relates to consumer motivation in the setting of trips to regional malls. The research employs an inductive methodology consistent with the interpretative research paradigm, facilitating a comprehensive investigation of consumer behaviour. Participant interviews provide rich data to investigate. This study explores a range of elements that influence consumer choices, such as entertainment, social interactions, retail options, and convenience. The results provide an understanding of the reasons why customers frequent regional malls in the setting of South Africa. The study used qualitative research techniques to investigate South African customers' experiences with e-commerce and the motivational factors that lead them to visit regional malls. Interviews and participant observations were used to collect data because they provided deep insights into the aspirations and motivations of consumers. The results provide a comprehensive understanding of the various elements influencing consumer motivations and open the door for customised approaches to improve consumer experience in the retail environment.