Mall Shopping Motives and Activities: A Multimethod Approach (original) (raw)

Journal of International Consumer Marketing, 2010

Abstract

Using ethnographic methods, this study first develops an understanding of the “mall experience” as perceived by Egyptian consumers. An interpretive model of shopper experiences is deduced from the findings and related to shopping activities performed at the mall. The result is 10 different clusters of shopping activities. Based on these qualitative findings, a structured questionnaire was generated in order to

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