Shopping in a mall: A typology of four shopping trips

Abstract

Do all shopping mall customers have the same shopping experience? Literature is scarce concerning pedestrian shopping trips and activities that result from interactions with the shopping environment. The present study identifies four types of shopping paths (trajectories): ‘passing through’, ‘pragmatic’, ‘wandering’ and ‘appropriation’. Two hundred and nine ‘shopping trips’ were observed in a mall and analyzed using both a semiotics and a statistical approach (cluster and discriminant analysis). The trips reveal different ways of appropriating the retail environment. They indicate that the shopping experience is a co-creation developed by the shopper and the retail environment.

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