THE IMPACT OF THE DEVELOPMENT OF CONVENIENCE

SHOPPING CENTRES ON THE PATRONAGE

OF REGIONAL SHOPPING CENTRES

by

STEPHANUS HENDRIK OLIVIER

SHORT DISSERTATION

Submitted in partial fulfilment of the requirements

for the degree

MAGISTER COMMERCII

in

BUSINESS MANAGEMENT

in the

FACULTY OF MANAGEMENT

at the

UNIVERSITY OF JOHANNESBURG

Supervisor: Prof. F. J. HERBST

May 2007
 ACKNOWLEDGEMENTS

The following contributed to the completion of this short dissertation and I thank each of
them:

• Prof. F. J. Herbst, my supervisor, for his guidance and assistance.

• Robert Crawford at the Statistical Consultation Service for his assistance with the
questionnaire design and statistical analysis.

• Family and friends for their interest.

• Last, but not least, my wife and children for their patience, support and encouragement.
 TABLE OF CONTENTS
Page
CHAPTER 1
ORIENTATION

1.1 INTRODUCTION 1
1.2 PROBLEM STATEMENT 2
1.3 RESEARCH OBJECTIVES 4
1.3.1 Primary objective 4
1.3.2 Secondary objectives 4
1.4 LITERATURE REVIEW 4
1.4.1 Information on shopping centre development 4
1.4.2 Convenience shopping 4
1.4.3 Convenience and regional shopping centres 5
1.4.4 Shopping centre development 6
1.4.5 Past research on Convenience centres versus Regional 7
Shopping centres
1.4.6 Inadequate research 7
1.5 RESEARCH PROPOSITIONS 7
1.6 BENEFITS OF THE STUDY 8
1.7 CLARIFICATION OF KEY CONCEPTS 9
1.8 DEMARCATION AND SCOPE OF STUDY 10
1.9 RESEARCH DESIGN 10
1.9.1 Secondary data analysis 11
1.9.2 Surveys 12
1.10 SAMPLING 13
1.10.1 Mall intercept interviews 14
1.10.2 Household surveys 14
1.11 DATA COLLECTION 14
1.12 DATA ANALYSIS 15
1.13 CHAPTER OUTLINE 16

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 Page
CHAPTER 2
LITERATURE REVIEW

2.1 INTRODUCTION 18
2.2 THE CONCEPT OF PATRONAGE 18
2.2.1 The importance of patronage 18
2.2.2 Measurement of patronage 19
2.2.3 Profiling of potential shoppers 20
2.3 TRADE AREA OR CATCHMENT AREA 22
2.3.1 Primary zone or trade area 22
2.3.2 Secondary zone or trade area 23
2.3.3 Tertiary zone or trade area 23
2.4 TRADE AREA DEMARCATION 24
2.5 TYPES OF SHOPPING CENTRES 26
2.5.1 Garage stores 27
2.5.2 Convenience centres 28
2.5.3 Neighbourhood centres 28
2.5.4 Community centres 28
2.5.5 Power centres 29
2.5.6 Regional and Super-Regional Shopping centres 29
2.5.7 Theme centres 30
2.5.8 Lifestyle centres 30
2.6 CLASSIFICATION OF SHOPPING CENTRES 31
2.7 COMPETITION AMONG SHOPPING CENTRES 33
2.7.1 The trend of increased competition as a result of over- 33
development
2.7.2 Shopper motives related to competing shopping centres 34
2.7.3 Measures to remain competitive 35

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 Page

2.8 THE TREND OF CONVENIENCE SHOPPING CENTRES 37

2.8.1 Convenience lifestyle centres in the USA 37
2.9 DEVELOPMENT OF SHOPPING CENTRES IN SOUTH 38
AFRICA
2.9.1 Increase in the development of shopping centres 38
2.9.2 The sustainability of Convenience shopping centres 39
2.9.3 The development of regional shopping centres 41
2.10 CONCLUSION 42

CHAPTER 3
REASEARCH DESIGN

3.1 INTRODUCTION 43
3.2 DEFINITION OF RESEARCH DESIGN 43
3.3 OBJECTIVES OF THE STUDY 43
3.3.1 Primary research objective 44
3.3.2 Secondary research objectives 44
3.4 RESEARCH METHOD 45
3.4.1 Exploratory research 45
3.4.2 Descriptive research 45
3.4.3 Causal research 46
3.5 RESEARCH DATA 47
3.5.1 Definition of data 47
3.5.2 Sources of data 47
3.5.2.1 Primary data 47
3.5.2.2 Secondary data 48
3.6 SAMPLING 49
3.6.1 Types of probability sampling 49
3.6.2 Unit of analysis 50
3.6.3 Surveys 50
3.6.4 Survey population 52

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 Page

3.6.5 Sample frame 52

3.6.6 Sample size 52
3.7 MEASUREMENT 53
3.7.1 Measurement scales 53
3.7.2 Levels of measurement 53
3.7.3 Measurement criteria 54
3.8 QUESTIONNAIRE DESIGN 57
3.9 CONSTRUCTING THE QUESTIONNAIRE 58
3.10 DATA ANALYSIS 62
3.10.1 Editing 63
3.10.2 Coding 64
3.10.3 Data entry 65
3.10.4 Data analysis 65
3.11 CONCLUSION 66

CHAPTER 4
RESEARCH RESULTS

4.1 INTRODUCTION 67
4.2 THE VALIDITY AND RELIABILITY OF RESULTS 67
4.3 REPRESENTATIVENESS OF RESULTS 68
4.4 QUESTION BY QUESTION RESULTS 69
4.4.1 Qualification question 69
4.4.2 Section A 70
4.4.3 Section B 74
4.4.4 Section C 84
4.5 CONCLUSION 94

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CHAPTER 5
CONCLUSION AND RECOMMENDATIONS FOR FUTURE RESEARCH

5.1 INTRODUCTION 95
5.2 PRIMARY AND SECONDARY RESEARCH OBJECTIVES 95
5.3 CONCLUSIONS AND IMPLICATION 96
5.3.1 Findings linked to the primary objectives 96
5.3.1.1 Finding 1 100
5.3.2 Findings to the secondary objectives 101
5.3.2.1 Finding 2 101
5.3.2.2 Finding 3 102
5.3.2.3 Finding 4 105
5.3.2.4 Finding 5 106
5.3.3 Summary of findings 107
5.4 LIMITATIONS TO THE STUDY 109
5.5 RECOMMENDATIONS FOR FUTURE RESEARCH 109
5.6 CONCLUSION 110

REFERENCES 111

APPENDICES
Appendix 1 - Pre-testing questionnaire 117
Appendix 2 - Final Questionnaire 125

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 LIST OF TABLES
Page

Table 2.1: Shopping centre classification for Pretoria – 1998 32

Table 4.1: Frequency of visits to Cresta Shopping Centre 71
Table 4.2: Awareness of small convenience shopping centres constructed 71
Table 4.3: Frequency of visits to small convenience shopping centres 73
Table 4.4: Frequency of visits to filling stations 74
Table 4.5: Reasons for visiting Cresta Regional Shopping Centre 76
Table 4.6: Reasons for visiting convenience shopping centre 78
Table 4.7: Preference for visiting Cresta Shopping Centre as opposed to 80
smaller convenience centres
Table 4.8: Preference for visiting a smaller convenience shopping centre as 83
opposed to Cresta Shopping Centre
Table 4.9: Age summary of respondents 85
Table 4.10: Home language of respondents 86
Table 4.11: Number of cars per household 87
Table 4.12: Number of earners per household 87
Table 4.13: Number of people per household 88
Table 4.14: Area of occupation of respondents 89
Table 4.15: Monthly Gross Income of respondents 90
Table 4.16: Number of years residing in catchment area and shopping at 91
Cresta Shopping Centre
Table 4.17: Suburbs where respondents reside in alphabetical order 92
Table 5.1: Detailed cross-tabulation of visits to Cresta Shopping Centre 97
and other smaller Convenience shopping centres
Table 5.2: Quadrant analysis of visits to Cresta Shopping Centre and 98
other smaller Convenience shopping centres.
Table 5.3: Detailed cross – tabulation of visits to Cresta Shopping Centre 99
and typical filling station outlets

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 LIST OF TABLES
Page

Table 5.4: Quadrant analysis of visits to Cresta Shopping Centre 100

and typical filling station type outlet
Table 5.5: Detailed cross – tabulation of reasons or purpose of visits to 103
Cresta Shopping Centre compared to other smaller Convenience
Shopping centres
Table 5.6: Summarised cross – tabulation of reasons or purpose of visits to 104
Cresta Shopping Centre compared to other smaller convenience
shopping centres
Table 5.7: Summary of findings 107

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 CHAPTER 1

ORIENTATION

1.1 INTRODUCTION

The South African shopping centre market has over the past few years experienced
excessive growth as a result of favourable economic conditions. Lower interest rates
resulted in an increase in disposable income of consumers which in turn lead to retailers
requiring additional retail space in order to meet demand. This high demand for space has
resulted in an increase in the development of new shopping centres as well as other retail
concepts to the extent that a stage of saturation has perhaps been reached (Prinsloo,
2001:622).

A number of neighbourhood and community centres has been and are still being developed
within close proximity to regional shopping centres (Prinsloo, 2003:121). This trend is also
confirmed if one considers the substantial growth in retail space as recorded in South Africa
(South African Council of Shopping Centre’s annual shopping centre directory, 2004:3).
According to Martin (1982:68), any major additions to the shopping centres within a region
which are not matched by an increase in population will result in centres having to compete
harder. Shopping centres compete in the sense that they have to work hard to attract
consumers from other centres (Engel, Blackwell & Miniard, 1995:841).

According to Markham (1998:226), many shoppers sometimes regard shopping as a chore

and shopping centres have been changing to offer more entertainment and convenience to
make a visit more pleasurable. This according to Markham includes better shopping centre
infrastructures which will enable the centres to offer more convenient service to customers.
More importantly, Markham (1998:226) emphasizes that “neighbourhood and convenience
centres are continuing to provide important shopping facilities and new initiatives are
continuing for the expansion of retail growth at petrol stations and other places with big

1
passing trade for convenience goods.” Consumers has also become more focused on
convenience and shopping behaviour and shopping patterns has changed as a result with
consumers preferring to shop at convenient locations with long operating hours (Prinsloo,
2003:617 and Liebmann 2002:1).

This study will determine what effect the development of convenience or neighbourhood
shopping centres within the primary and secondary catchment areas of regional shopping
centres, have on the patronage of regional shopping centres. The study will establish
whether the new and smaller retail developments within the catchment areas of the larger
retail shopping centres have any effect on the patronage of these larger sized regional
shopping centres. The study will be executed within one specific regional shopping centre
and its demarcated primary and secondary catchment area.

1.2 PROBLEM STATEMENT

The prevailing low interest rates, as well as the recent boom in property values, coupled
with exceptional returns on retail investments, have led to investors investing in regional
developments to such an extent, that the market is heading to a state of oversupply.
Clayton (2005:1) This has further lead to a situation where smaller retail developments are
undertaken within the catchment areas of larger sized and well established regional
shopping centres, which then leads to increased competition and decreases in market
share (Prinsloo, 2003:624).

The recent increase in the development of smaller retail shopping centres within the
catchments areas of large regional shopping centres, has lead to increased competition in
terms of market share in areas where regional shopping centres used to dominate. This
has lead to an increased concern among landlords and owners of regional shopping
centres, as these smaller regional shopping centres are now addressing the needs of
potential patrons in a more convenient manner. This could lead to a possible decrease in
visits to regional shopping centres by potential patrons (Liebmann, 2002:1).

2
A regional shopping centres’ overall financial performance is dependant on continuous and
increased support by shoppers. The more shoppers a shopping centre can draw through its
malls, the better the performance of its tenants in general. Martin (1982:172-73) points out
that when tenants perform well and achieve good turnover growth, it allows landlords to
charge higher rentals per square metre occupied, which in turn increases the centre’s
financial performance. Patronage is therefore imperative in order to ensure that a centre
achieves sustainable growth in income and a drop in patronage would therefore have a
detrimental effect on revenues. A drop in patronage could be as a result of increased
competition within catchment areas (Martin, 1982:59-64).

Developers and investors know that building two large regional shopping centres in close
proximity to one another, would not be feasible and therefore develop smaller retail centres
within the catchment areas of the regional shopping centres, based on the viable and
established market potential. This leads to increased competition for regional shopping
centres.

Based on the importance of the relationship between achieving good returns on investment
in regional shopping centres and the patronage of the centre, as well as the fact that there
is an increase in the development of smaller retail shopping centres leading to possible
increased competition, the following research problem can be formulated:

To determine whether the development of smaller convenience retail shopping

centres within the catchment areas of large regional shopping centres, has any
effect on the patronage of the large regional shopping centres and to measure the
impact thereof.

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1.3 RESEARCH OBJECTIVES

1.3.1 Primary objective

The primary objective of this study is to determine the impact of the development of smaller
convenience centres within the catchment areas of regional shopping centres on the
patronage of the regional shopping centres.

1.3.2 Secondary objectives

The secondary objectives of this study are:
a) To determine what factors would influence, or for what reasons potential patrons
would visit smaller convenience centres instead of large regional shopping centres.
b) To establish shoppers buying behaviour and purchasing patterns in the context of
convenience.
c) To determine whether there is any real competition between regional shopping
centres and convenience shopping centres
d) To confirm that there has in fact been an increase in the development of
convenience shopping centres during the past few years within the catchment areas
of regional shopping centres.

1.4 LITERATURE REVIEW

1.4.1 Information on shopping centre development

The most important information sources highlighting shopping centre development and
related retailing trends within the South African Shopping Centre context is probably
material published by the South African Council of Shopping Centres (SACSC). These
include “Shopping South Africa”, the official journal of the SACSC and the Shopping Centre
Management Handbook.

1.4.2 Convenience shopping

Prinsloo (2004:13) makes the following statement with regard to convenience shopping:
“Convenience shopping is the name of the game. Research shows that as a result of more

4
frequent shopping, grocery baskets are getting smaller. Monthly shopping still exists,
however, the higher the socio-economic status the less bulk shopping is done.
Convenience shopping is conducted twice or three times per week at a more convenient
local retailer” Prinsloo furthermore discuss the mushrooming of convenience centres as
well as filling stations catering for daily convenience purchases.

O’ Sullivan (2003:1) reports that “There is an ever-increasing trend to stop off at the local
convenience centre to purchase daily requirements”. This change in shopping pattern has
been facilitated by the entry of national retailers into the convenience centre market.
Shoppers don’t have to compromise on quality or pay higher prices when shopping at their
‘local’ because they are now home to the same retail marques found at larger regional
centres.”

Prinsloo (2004:13) and O’Sullivan (2003:1) confirm the increasing trend of convenience
shopping and also provide support for the research problem as stated above. Underhill
(2002:115) furthermore argues that convenience shopping plays a much bigger role in
modern times as the changes in women’s lifestyles with more women in full time jobs, has
lead to the disappearance of the weekly and monthly shopping spree to the mall and has
resulted in more grocery trips to a conveniently located store where fewer items are
purchased at a time.

Barrett (2004:1) also quotes Underhill as saying: “The first thing that drives the majority of
Americans to shop at a particular mall is convenience. You may have a mall someone visits
10 times a year and then a second that they only visit three times a year because it’s a little
further away.”

1.4.3 Convenience and regional shopping centres

Simpson (2005:1) attempts to provide and answer as to what the role of the regional
shopping centre is in the wake of what he calls “a convenience onslaught” Simpson’s
conclusion, though unsubstantiated by research, is that the regional shopping centres in
South Africa are as dominant as ever, but has to differentiate to remain competitive.

5
Simpson (2005:1) further indicates that he does not foresee all convenience centres
surviving in future and that quality of tenants will be the prevailing factor.

It is clear from the above that convenience shopping is an increasing trend abroad but also
in South Africa, which then merits an investigation into the impact of convenience shopping
outlets responding to this trend and the demand for convenience by consumers.

An observation made by Gentry (2004:79-82) of the US market can also be observed today
in South Africa. The observation of Gentry (2004:79-82) is that “fierce competition has
almost obliterated the prototypical strip centre, replacing the historically bland designs with
neighbourhood settings that rival the décor and amenities found in regional shopping
centres.”

1.4.4 Shopping centre development

Parker (2004:56-57) confirms that local authorities allowed developers to over develop the
property market over the past 20 years. Parker (2004:56-57) is of the opinion that local
authorities should play a stronger role in rezoning applications to not allow further new
development in areas where sufficient retail space exits to satisfy the community’s needs.
Over saturation of the retail market is therefore a problem as well as ongoing retail
developments in saturated areas.

Another interesting observation by Parker (2004:57) is that the argument is sometimes

raised that the various types of centres can be placed in a kind of hierarchy of shopping
centres and that regional, community and local centres all play different roles in a specific
retail node. His opinion is however that it is a distortion of the truth as all centres have a
complement of convenience stores and therefore compete directly with all other centres in
their catchment area. This supports the research objective of establishing whether there is
real competition between convenience and regional centres.

6
1.4.5 Past research on Convenience Centres versus Regional Shopping Centres
Though many studies have been done from a commercial point of view, for instance
determining the feasibility or viability for the development of a specific shopping centre by
establishing market potential or studies related to establishing the demographic and
geographic support for a specific centre, the literature search did not reveal research
specifically related to establishing consumer shopping patterns in the framework of
convenience centres versus regional shopping centres.

Studies conducted in the USA have to a certain extent utilised similar concepts for instance
a study done by Sullivan and Savitt (1997:351-364) which measured the extent of
outshopping grocery patterns of rural shoppers. The objectives of the study were to
determine the proportion of grocery shopping expenditure in stores away from the major
retail centres and also to identify store patronage and psychographic factors associated
with rural shopping centres. The results of the study indicated that different psychographic
profiles and income levels of various groups had different store patronage practices and
that grocery outlets should establish retail mixes which appeal to different shopping groups.

1.4.6 Inadequate research

A possible gap in the research can therefore be identified within this area specifically when
focusing on the South African market. The literature review confirmed that convenience
shopping is a growing trend and that the proposed study project is relevant and will
contribute to research done on the specific phenomena (Prinsloo, 2004:13; O’Sullivan,
2003:1 and Underhill, 2002:115).

1.5 RESEARCH PROPOSITIONS

A hypothesis can be defined as an unproven proposition or suggestion that tentatively

explains certain phenomena and is empirically testable. It is an empirical statement
concerned with the relationship among variables (Zikmund, 2003:737).

7
The following propositions is formulated and will be further explained in the research design
in chapter three:

P1: The increased development of neighbourhood convenience shopping centres

within the catchment areas of regional shopping centres leads to a decrease in
patronage or frequency of visits to the regional shopping centres.

P2: Regional shopping centres and neighbourhood convenience shopping centres

and other convenience retail outlets compete directly in terms of patronage as a
result of the element of convenience.

1.6 BENEFITS OF THE STUDY

The benefits of this study will be:
• To assist owners of large regional shopping centres in tenant mix decision-making
processes, which could potentially lead to increased patronage.

• To enable owners of large regional shopping centres to adjust their marketing

strategies to counteract the established competition in the form of smaller
convenience shopping centres and to develop a distinctive appeal to their
customers.

• To enable owners of regional shopping centres to understand consumer behaviour

and shopping patterns revolving around patronage of smaller convenience retail
shopping centres.

• The results might support an argument for tenants of regional shopping centres to
implement longer trading hours.

• The study will also provide some insight for landlords and investors as to whether
their investment strategies should change in terms of investing in larger retail
developments or smaller convenience outlets.

8
• To assist owners of regional shopping centres when performing risk assessment
reviews for a specific centre.

1.7 CLARIFICATION OF KEY CONCEPTS

Before the demarcation and scope of this study can be discussed it is necessary to clarify
the following key concepts that will be used as an integral part of the literature and
empirical parts of this study:

• Regional shopping centre: “A single architectural unit of planned retail outlets and
associated services and facilities, designed and managed as a fully integrated retail
system” (Cloete, 2003:80 and Martin, 1982:1). For purposes of this study, a regional
shopping centre will be classified as a centre which has a gross lettable area ranging
between 50 000 m² to 100 000 m².

• Convenience shopping centre: For purposes of this study, a convenience shopping

centre will be a centre which houses convenience retail stores situated in
neighbourhood areas, not measuring more than 10 000 m² in gross lettable area. These
centres are usually anchored by a national grocery retailer and have long operating
hours. The definition will also include convenience shops housed within filling stations.

• Development: Development relates to the construction of new buildings for the planned
purpose to establish a shopping centre as well as the refurbishment or conversion of
existing buildings into shopping centres.

• Patronage: The Oxford dictionary (1990:873) defines patronage as a customer’s

support of a shop. In the context of the research project, patronage would therefore
refer to the support of a regional shopping centre and the frequency of visits.

9
• Catchment area: A catchment area within the South African context is also referred to
as a trade area. According to Prinsloo (2003:108) a trade area is the geographical
sector from which the sustaining patronage for steady support of a shopping centre is
obtained. The boundaries are determined by a number of factors, including the nature of
the centre itself, accessibility, location of competing facilities and limitations of driving
time and distance.

1.8 DEMARCATION AND SCOPE OF THE STUDY

This is an exploratory study aimed at determining whether the development of convenience

shopping centres around regional shopping centres have any effect on the patronage of the
regional shopping centre.

The study will cover the relevant theory on consumer behaviour in terms of competition as
well as purchasing patterns specifically related to changes in lifestyles and convenience
shopping.

The hypothesis will be empirically tested within the primary and secondary catchment or
trade area of a specific regional shopping centre namely Cresta Regional Shopping Centre
which has a general lettable area of 93 279 m². Development of convenience retail
shopping centres within the specific demarcated catchment area will be quantified over a
specific period of time, meaning from a specific historical date up to the present. These
quantified convenience retail shopping centres will form the other integral part, other than
Cresta Regional Shopping Centre for purposes of testing the hypothesis.

1.9 RESEARCH DESIGN

According to Zikmund (2003:741), the research design can be defined as the master plan
specifying the methods and procedures for collecting and analysing the required
information. Zikmund (2003:65) further describes it as “A framework or blueprint that plans
the action for the research project.”

10
The research design will include secondary data as well as surveys in order to collect the
necessary primary data.

1.9.1 Secondary data analysis

Du Plessis, Rousseau and Blem (1994:311) refer to secondary data as information already
compiled and readily accessible to the researcher. Cloete (2003:147) further points out that
secondary data is compiled inside or outside the relevant organisation, in this particular
context a shopping centre, for some purpose other than the current investigation.

The main purpose of the use of secondary data as a research method for this project will
be to establish or quantify the extent to which convenience shopping centres have been
developed within the previously demarcated catchment area of the relevant regional
shopping centre. This will include detailed maps providing a clear picture on the quantity
and geographic positions of these convenience retail outlets. Research relating to Cresta
Regional Shopping Centre which has been conducted on an ad hoc basis over the past five
years will also be utilized, specifically to establish the boundaries of the primary and
secondary catchment areas of the centre, but also as a secondary source of information.

A further source of secondary data would be literature based on research studies

conducted on consumer behaviour, which could possibly support the study. This would
include literature on consumer buying habits and shopping patterns, as well as literature
supporting the role of convenience shopping in modern time lifestyles.

The following sources will be imperative to the research study:

• The Southern African Shopping Centre Directory for 2004/2005 as published by the
South African Council of Shopping Centres
• Geographical maps indicating the actual location of various forms of retail within the
demarcated areas.
• Information on population profiles published by Statistics South Africa.

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1.9.2 Surveys
According to Du Plessis et al. (1994:312), surveys are quantitative research tools aimed at
obtaining information from respondents in a direct undisguised manner. Du Plessis et al.
(1994:312) argue that the principal advantage of a survey is that a great amount of data
can be gathered about an individual respondent at one time.

Surveys will be utilized as a method of compiling and generating the necessary primary
data for the research project. These surveys will comprise of two parts namely mall
intercept interviews and household surveys:

Respondents will be requested to complete questionnaires while either entering or exiting

Cresta Shopping Centre. These mall-intercept interviews will be conducted at six of the
main entrances.

The mall intercept interviews will be structured as follows:

• 500 exit surveys in total
• 125 questionnaires per day of research:
− One week day (month end)
− One weekend day (month end)
− One week day (mid-month)
− One weekend day (mid-month)
• Questionnaires will be evenly spread throughout the day from 10h00 to 18h00 and
18h00 to 20h00

The household surveys will be structured as follows:

• 200 Household surveys
• Conducted during the week (and weekend) at residents within the trade area of
Cresta Shopping Centre for 10 consecutive days.
• The questionnaires will be distributed on household level, according to determining
factors which will come to light by analyzing the exit surveys. This will for instance
include areas with a high shopper support.

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The questionnaires will address the following information requirements:
• Frequency of visits to the relevant regional shopping centre and other convenience
outlets as well as time spent at the centres.
• Details on areas or suburbs where respondents reside.
• Reasons for visiting the relevant regional shopping centre and other convenience
centres as well as the type of goods purchased.
• Demographic profile of shoppers like gender, age, home language, marital status as
well as household incomes.
• Other factors relating to shopping patterns like trading hours, drive times, parking,
crowding and convenience.

Care will be taken not to have too lengthy questionnaires as respondents become impatient
with interviewers if questionnaires are too long. The questionnaires will also be pre-tested
in order to ensure that problems with the format or questions asked can be addressed prior
to the commencement of the actual fieldwork.

1.10 SAMPLING

Sampling can be described as the process of using a small number of items or parts of a
larger population to make conclusions about the whole population. The term sampling can
be further divided between probability sampling and non-probability sampling (Zikmund,
2003:741).

Probability sampling is a sampling technique in which every member of the population has
a known, nonzero probability of selection. Non-probability sampling is a sampling technique
in which units of the sample are selected on the basis of personal judgment or convenience
(Zikmund, 2003:740). The sampling technique to be used for the purpose of this study will
be probability sampling.

The unit of analysis will be individuals and households who visit the relevant shopping
centre for shopping purposes on a regular basis. The sample will include individuals older

13
than 18 years who reside within the specific demarcated catchment areas. Employees or
individuals working at the centre will be excluded from the study.

1.10.1 Mall intercept interviews

The intercept interviews will be conducted on a simple random sampling basis. Interviewers
will be instructed to randomly select shoppers without giving preference to any specific race
or gender or any other relevant demographic factor, which could lead to random sampling
errors. The objective would be to have a sample, which is in line with the centres’ actual
demographic support. This will be compared against previously established customer
profiles as outlined in secondary data previously compiled in order to ensure that the
sample is accurate.

A sample of 500 respondents will be selected as confirmed in similar research of this

nature. The sample of 500 questionnaires will also provide a more accurate result as the
population around the relevant regional shopping centre is not very homogeneous and
therefore requires a larger sample.

1.10.2 Household surveys

As stated previously in paragraph 1.9.2, the household survey questionnaires will be
distributed based on determining factors established after the exit surveys have been
analysed. The sample frame will therefore be largely based on the geographic areas
identified within the primary and secondary catchment areas of the centre. An approach
similar to stratified random sampling will be utilized, as various households will be sampled
within the relevant divided areas. Secondary data previously obtained through research
conducted for purposes of demarcating the specific catchment areas, will also be
considered when dividing the relevant households into specific areas or stratums.

1.11 DATA COLLECTION

Primary data will be collected by way of surveys. Primary data can be defined as data
specifically gathered and assembled for this specific research project (Zikmund, 2003:740).

14
Respondents would either be requested to complete a questionnaire or to participate by
interacting with an interviewer by way of mall intercept interviews. A number of students will
be used to conduct the exit interviews after they have been properly briefed in order to
minimize errors in the data collection process. Students will also be utilized to execute part
of the household surveys. The questionnaires will request respondents to provide their
telephone details, if they are willing, in order to resolve possible problems experienced with
any specific aspect of the survey.

A focus group containing various retail property investment professionals will be used to
provide inputs to the questionnaire. A focus group can be defined as a small group of
people with whom an unobstructed free-flowing interview is being conducted. A focus group
is a flexible research tool which encourages discussion among the members of the group
with a view of obtaining different insights on a specific topic (Zikmund, 2003:117). The
questionnaire will also be discussed with the statistical consultation service at the
University of Johannesburg in order to eliminate problems which might occur when
conducting data analysis, prior to execution of the actual field work.

Most of the questions on the questionnaire will be closed-ended but there will also be open-
ended questions. As previously stated, the questionnaire will also include demographic
questions.

1.12 DATA ANALYSIS

Data analysis is the process of analysing and processing data after it has been collected. It
involves various analytical steps performed to summarise and rearrange collected data
(Zikmund, 2003:453).

All aspects relating to data analysis will be discussed in chapter three as part of the
research design and methodology.

15
The following aspects will be addressed:
• Error checking and verification which includes editing, coding, data entry and data
analysis.

• Field editing and in-house editing with field editing being on the same day as the
interview in order to identify possible problems and omissions on the questionnaire as
well as to clarify responses that are logically or conceptually inconsistent. Field editing
will be conducted on a daily basis.

• In-house editing which will be done after the fieldwork is completed in order to further
ensure accuracy of results.

• Coding will be done through the transferring of data to a computer through data entry or
keyboarding which will then allow for computerized data processing and analysis.

• Three forms of data analysis will be used namely descriptive analysis, bi-variate data
analysis and, multi-variate data analysis which will be elaborated upon in chapter three.

1.13 CHAPTER OUTLINE

The current chapter is an introduction to the study and explains the problem statement,
research objectives, the hypothesis and other information pertaining to the study as well as
the literature pertaining to the research problem and also related to the key concepts as
identified. The rest of this study will be divided into the following chapters:

Chapter 2: Literature review

The literature review will deal with theory related to the study and supporting the research
problem. Literature pertaining to the concept of catchment areas and competition among
shopping centres and other retail outlets within these catchment areas will be covered as
well as criticisms related to the study and gaps identified.

16
Chapter 3: Research design and methodology

This chapter will provide details on the research design plan and the methodology followed
to complete the research. Sampling, data collection, secondary data, fieldwork,
questionnaire design, editing, coding and data analysis will be explained.

Chapter 4: Summary of research results

The chapter will include research results as well as problems experienced during the
research process and how they were addressed. It will also give a descriptive summary of
issues identified during the research.

Chapter 5: Conclusion and recommendations for future research

This chapter will summarise the results of the study from chapter four and
recommendations for future research will be formulated.

17
 CHAPTER 2

LITERATURE REVIEW

2.1 INTRODUCTION

A number of key themes or concepts relevant to this study have been briefly identified in
chapter one. The literature review in this chapter is intended to further elaborate on these
key concepts within the framework of this study. It specifically also include a theoretical
discussion on the concept of patronage and competition between the different types of
retail formats within the framework of consumer behaviour.

2.2 THE CONCEPT OF PATRONAGE

According to Price (1996:64) a “patron” can be defined as a consumer who visits a store or
a shopping centre. The Oxford Dictionary (1990:247) further defines a “consumer” as a
purchaser of goods and services. The same definition applies almost similarly to the word
“shopper” which the Oxford Dictionary (1990:1121) describes as a person who makes
purchases in a shop. From the definition of the word “patron” by Price (1996:64) and the
definitions of the word “consumer” and “shopper”, the conclusion can be drawn that
“patronage” in the context of this study refers to consumers or shoppers who visit a
shopping centre.

2.2.1 The importance of patronage

The legendary Walt Disney once said: “You can dream, create and build the most
wonderful places but you need people to make them work”.

People are the source of a shopping centre’s livelihood. A number of factors could
influence the amount of people visiting a centre for instance the location of a shopping
centre and travel time to the centre. The population around a centre is however the most
important factor and any change in the population surrounding a centre could lead to either

18
the centre fighting for survival if there is a downturn in the amount of people visiting, or a
total uplift if there has been an increase in the size of the population within the catchment
area of a centre (Martin, 1982:59). Martin (1982:64) further notes that it is the task of any
shopping centre manager to ensure that the public patronise their centre but that the
retailers within the centre should ensure that visitors turn into shoppers.

2.2.2 Measurement of patronage

Faller (2003:493), as part of a discussion on the various financial reports which centre
management usually prepares for reporting purposes, also includes a “Pedestrian Counts”
report which usually apply to shopping centres. According to Faller, the report represents
the total monthly pedestrians who moved through the centre in a specific month and is
usually in graphic form with a comparison on pedestrian counts of previous years.

Wilson (2006:14) indicates that traffic or foot counting systems are used in shopping
centres to measure the number of pedestrians moving through a specific shopping centre
and indicates that these systems are essential for a number of reasons which can be
sumarised as follows:
(a) It enables shopping centres to prove to potential tenants that a specific centre
does attract a certain number of feet.
(b) It enables the management of a shopping centre to determine how successful a
promotional campaign was by tracking the increase in the number of shoppers
who visited the centre over the duration of the campaign.
(c) It enables the management of a shopping centre to determine which specific
entrances of a centre is used more frequently by shoppers than others which
could be of assistance when refining the tenant mix.
(d) It can be used as a tool to enable centre management to determine which days
are good and bad shopping days and at what time of the day foot traffic is at its
highest. This could be helpful when determining the trading hours of a specific
centre and also when security guards or cleaning staff should be more effectively
employed.

19
 (e) It enables shopping centre managers to calculate trading statistics, for instance
determining the amount of money spend per visitor which is calculated by
dividing the total sales of the centre into the number of visitors which moved
through the centre over a specific period.

Wilson (2006:14) further indicates that foot count systems in operation in South Africa
mainly use infra-red beams installed at the entrances or doorways of a centre. When a
beam is broken by a pedestrian passing through, the counter logs the date and time at that
specific moment. This information is then fed into a computer which then sumarises the
data and produce customised reports in line with the needs of shopping centre
management.

White and Grey (1996:322) argues that vehicle counts is also an effective measurement
tool of patronage but warns that car or people counts are not always an accurate forecaster
of actual sales as monthly car counts can for instance be up, while certified sales could be
down.

Hallowes and Allison (2004:22) agrees that car counts can be very useful when measuring
patronage and adds that car counts could also assist in identifying the following:
• A changing demographic profile of the average visitor.
• Any increases or decreases in the party size visiting a centre.
• Whether the centre is frequented more by families rather than single patrons.
• Determining the length of time that patrons stay at a specific shopping centre.

Hallowes and Allison (2004:22) further indicate that today’s foot count systems provides
“accurate and reliable quantitative data on which to append and evaluate qualitative trends
that lead to sound formulation and assessment of truly meaningful strategy and activity”.

2.2.3 Profiling of potential shoppers

When analysing the demographic characteristics of a shopping centres’ customer base, it is
of utmost importance to indicate the profile of the people living around the area (Prinsloo,

20
2003:113). White and Grey (1996:108) also note that the size, past growth and projected
future growth of the population within the catchment area of a shopping centre is important
when attempting to establish the demographic profile of shoppers.

White and Grey (1996:108) identify four “features of a population” that are of special
relevance when profiling shoppers which can be described as follows:
(a) Households and household formations – households are the base unit of
consumption for retail goods. The number of households, the distribution of
households by age and the average size and rate of growth of households should be
considered when profiling shoppers. Prinsloo (2003:113) includes the number of
cars and the number of earners in each household.
(b) Household composition – households are broken down between single people,
single parents with children, couples with children, empty nesters and nontraditional
households which all have different income and purchasing profiles.
(c) Age – the age profile of the population within the trade or catchment area can be
structured in terms of the proportion of older and younger people and their various
life cycle stages, which will provide an understanding of the purchasing patterns of
potential shoppers.
(d) Race and ethnic background – White and Grey (1996:108) indicate that this is
something which is not always well understood by retailers and shopping centre
managers and further note that different population groups could have distinct retail
preferences and shopping patterns.

Prinsloo (2003:113) ads two further important aspects which should be considered when
profiling potential shoppers. These aspects can be summarized as follows:
(a) Level of education – Education according to White and Grey (1996:108) is the best
predictor of potential disposable household income. Prinsloo further indicates that
monthly household income is an important profiling aspect because of the close
correlation between income and retail spending. Kotler (2003:166) interestingly
points out that five educational groups can be identified in any society namely:

21
 illiterates, high school drop outs, high school degrees, college degrees and
professional degrees.
(b) Occupation of residents – a blue collar area will have different shopping centre
and product requirements than an area populated by white collar workers. Prinsloo
defines white collar workers as professional and managerial employees.

Other socio-economic and demographic characteristics listed by Prinsloo (2003:119) which

could influence the population within a shopping centres trade area include: Economic
stability, unemployment levels, housing density, home ownership levels and cultural
groupings.

2.3 TRADE AREA OR CATCHMENT AREA

Roca (1998:17) describes a trade area as “the geographical sector from which the
sustaining patronage for steady support of a shopping centre is obtained”

White and Gray (1996:118) define the trade area for a specific retail property as “the
surrounding geography from which the property draws 70% to 75% of its total sales”.

Levy and Weitz (1992:318) define a trade area as “a geographic sector that contains
potential customers for a particular retailer or shopping centre”.

Levy and Weitz (1992:318) further indicate that a trade area is usually a smaller area within
a region for instance an area of ten square miles within a city. Trade areas can be divided
into two or three zones and is categorised as follows (Levy & Weitz, 1992:318; Berman &
Evans, 2004:220):

2.3.1 Primary zone or trade area

The primary zone or trade area is the geographic area from which a store or shopping
centre derives 60 to 65 percent of its customers (Levy & Weitz, 1992:318). According to
Levy and Weitz (1992:319), this area or zone usually represents a radius of five miles or

22
less than ten minutes drive from the site of the shopping centre. This is also confirmed by
Prinsloo (2003:112) who points out that in the case of a regional shopping centre, the
primary trade area falls within the ten minute isochrone, the isochrone being a line linking
all similar time distances from a particular centre. (Prinsloo, 2003:112).

Berman and Evans (2004:220) refer to the primary trading area as the area which
encompasses fifty to eighty percent of “a store’s customers”. Berman and Evans
(2004:220) further comments that the primary trade area is the area closest to the store
which possesses the highest density of customers to population and the highest per capita
sales. Even though Berman and Evans (2004:224) specifically refer to “a store’s
customers” when defining the primary trade area, they do indicate in a further discussion on
delineating trading areas that the same characteristics for a specific store applies to a
shopping district or shopping centre when attempting to delineate trading areas. The
definition in this paragraph given by Berman and Evans (2004:224) for the primary trade
area also therefore applies to shopping centres.

2.3.2 Secondary zone or trade area

The secondary area is the geographic area of secondary importance as it generates about
20 percent of a shopping centre’s total sales. It usually extends to a radius of three to
seven miles or not more than fifteen to twenty minutes drive time from the location of the
shopping centre (Levy & Weitz, 1992:318).

According to Prinsloo (2003:112), the secondary trade area of a regional shopping centre is
the area approximately five to eight kilometers from the site or fifteen to twenty minutes
driving time. Prinsloo further indicates that fifteen to twenty percent of all sales should
originate from this area (Prinsloo, 2003:112).

2.3.3 Tertiary zone or trade area

The tertiary area is the outermost ring or area surrounding a shopping centre and
represents customers who occasionally shops at the shopping centre. These are the type
of shoppers who has a lack of adequate shopping or retail facilities in close proximity to

23
where they live. There are typically excellent highway systems which conveniently connect
this type of customer to a specific shopping centre and therefore reduce drive time to the
centre. The customer might even drive past a specific centre on the way to work which then
results in visits to a specific centre even though the shopper does not live close to the
centre. The tertiary zone typically extends fifteen miles in major metropolitan areas to as far
as fifty miles in smaller or rural areas (Levy & Weitz, 1992:319).

Prinsloo (2003:112) refers to the tertiary trading area as the broadest area from which
customers may be drawn with typical driving time limits of twenty five to thirty minutes.

2.4 TRADE AREA DEMARCATION

The actual boundaries of a trade area are determined by the accessibility and type of
shopping centre. The boundaries are also influenced by the location of competing shopping
centres (Levy & Weitz, 1992:319). Levy and Weitz (1992:320) further argue that there are a
number of factors which could act as barriers when demarcating trade areas like highways,
rivers, mountain ranges as well as high crime areas.

Berman and Evans (2004:222) are of the view that trading areas do not usually follow a
circular pattern around a specific centre but rather adjust to the physical environment in
which it is situated. According to Berman and Evans (2004:222), the size and shape of a
trading area are influenced by the type of shopping centre, the size of the shopping centre,
the location of competitors, travel time and traffic barriers such as toll gates, as well as
housing patterns. Housing patterns in this example refers to single standing houses or
alternatively clustered or multi-unit housing located in the vicinity of the shopping centre.
Dawson (1983:39) points out additional factors which could influence changes in the trade
area of a shopping centre namely the growth in population, new centres being built and
also planned new roads. These factors are also used to project future patterns within a
trade area.

24
Berman and Evans (2004:224) indicate that the size, shape and characteristics of a trading
area can usually be delineated quite accurately. This can be done by using existing
shopper records of retailers within the shopping centre as secondary data to determine
where shoppers or patrons reside. Credit sales information can prove to be very useful for
this purpose though one should also study cash customers as the analysis might be invalid
if they are not included. Alternatively, Berman and Evans (2004:224) also points out that
special studies in the form of surveys as primary data is a further method of accurately
measuring trade areas with computer generated maps which can be accurately tailored for
a specific shopping centre.

Prinsloo (2003:112) identifies three categories in which trade area demarcation methods
can be grouped. These categories are the following:
• “Rule of thumb”, where practical experience of an analyst as well as logic is used to
demarcate a trade area. These are estimates and can be used for existing as well as
proposed shopping centres.

• Theoretical models used to demarcate areas which then serve as substitutes for
actual trade areas. Prinsloo (2003:112) confirms that these models are the least
expensive to apply but also the least accurate.

• Empirical methods which can effectively identify the actual trade areas. These
methods can only be used for existing retail facilities and are also the most
expensive methods for area demarcation.

Martin (1982:69 - 73) suggests a four step approach to determine the extent, shape and
content of a centre’s catchment area which can be summarized as follows:

Step 1: A theoretical assessment using population and distances between competing

centres to calculate the extent of the catchment area of a specific centre.

25
Step 2: A survey to determine where shoppers come from, in order to compare the results
with the findings of the theoretical assessment done during step 1.

Step 3: A survey to determine the type of shopper which supports the centre; the products,
goods or services purchased and the mode of transport used to get to the centres.

Step 4: This step is optional depending on whether a centre is experiencing difficulty in

terms of support and comprises a household interview survey to ascertain the
proportion of people in the catchment area who know and frequents the centre.

In order to fully understand a trade area, all relevant information regarding the specific area
should be obtained and considered which includes aspects like future growth and
development in the area, future changes to roads and transport systems and also changes
in the residential structure within the specific area (Prinsloo, 2003:114).

2.5 TYPES OF SHOPPING CENTRES

According to Foreman, Skinner and Cloete (2003:83), the basic types of shopping centres
can be generally distinguished as follows:
• Local Centre or Convenience Centre
• Neighbourhood centre
• Community Centre
• Regional centre (includes hypermarkets)

Foreman et al. (2003:83) further contend that various types of shopping centres may be
distinguished according to their functionality, their location and other physical criteria. The
functional criteria include the product mix of the centre as well as the typical anchor tenants
and tenant mix. Location criteria include factors like the accessibility of the centre, the
extent of the trade area and the total population residing within the trade area. Physical
criteria include features like the size or General Lettable Area of the centre, the number of

26
shops within the centre as well as the size of the site on which the shopping centre is
located (Foreman et al. 2003;84).

A number of distinct shopping centre types can be identified when considering related
literature on shopping centre classification which can be grouped into a hierarchy from
smaller to larger retail formats. The various types of centres, as confirmed by Dawson
(1983:17), do not necessarily fit into the traditional categories of neighbourhood centres,
community centres and regional centres, similar to the categories identified by Foreman et
al. (2003:840) as listed above.

The distinct shopping centre types as identified in the related literature can be defined as
follows:

2.5.1 Garage stores

Although these stores can not really be classified as shopping centres, they do offer a
variety of convenience related products and is therefore of relevance to this specific study.
These stores are housed within most petrol filling stations and range between 30 m² to
200 m² in size. The size of these stores depends on the size of the actual filling station but
also on the availability of other retail facilities already offered in the neighbourhood. Garage
stores are usually open on a twenty four hour basis, seven days a week (Prinsloo,
2003:114).

Prinsloo (2004:13) also further indicate that filling stations cater for daily convenience
purchases mainly because they offer convenient and ample parking in a well lit and safe
environment. Most of the new filling stations express convenience stores offer fast food
products as well as take-away and bakery products. The opening of express Woolworths
Food stores within these garage stores further leads to the growing attractiveness of these
stores (Prinsloo, 2004:13).

27
2.5.2 Convenience centres
These centres typically include a convenience market such as a 7-Eleven, a dry cleaner, or
a liquor store with a small trade area. These centres are found in suburban locations and
other densely populated areas (Levy & Weitz, 1992:327). Foreman et al. (2003:90) agrees
with Levy and Weitz (1992:326) and describes these centres as the smallest type of
centres in size, usually occupied by convenience stores. According to Prinsloo (2004:13),
for these centres to be successful, the emphasis must be on a good location and a strong
anchor tenant.

2.5.3 Neighbourhood centres

According to Levy and Weitz (1992:326), these centres include a supermarket, drug store,
home improvement center or variety store. Levy and Weitz (1992:326) further indicate that
these shopping centres usually include smaller stores like apparel, shoe, camera and other
shopping goods stores. Dawson (1983:17) argues that the function of neighbourhood
centres is to provide a range of convenience goods and personal services and that the
sizes of these centres range from 3 000 m² to 10 000 m² of general lettable area with the
typical neighbourhood centres around 5 000 m².

2.5.4 Community centres

Community centres usually contain a discount store or a soft-line department store as an
anchor. These centres would typically also include a supermarket, a hardware store, a
pharmacy as well as a number of other convenience stores (Levy & Weitz, 1992:328).

Foreman et al. (2003:91) describes a community centre as a “mid-sized centre which would
offer a limited range of comparison goods in addition to the range of convenience goods”.

Dawson (1983:22) indicates that a community shopping centre offers patrons a greater
depth and range in terms of merchandise than what a neighbourhood or convenience
centre would offer. A typical example given by Dawson (1983:22) would be a centre with
fashion tenants which offers an assortment of clothing sizes, styles, colours, as well as

28
prices. Dawson (1983:22) concludes that these centres would usually have a general
lettable area of between 10 000 m² to 30 000 m².

2.5.5 Power centres

Levy and Weitz (1992:329) identify these centres as open-air shopping centres with the
majority of retail space leased to a number of well-known anchor tenants with high credit
ratings. Levy and Weitz (1992:329) confirm that these centres typically “take the
appearance of a large strip centre with three or more anchor stores”. Levy and Weitz
(1992:329) further indicate that these centres usually contain stores that use price
promotions as their primary marketing strategy.

2.5.6 Regional and Super-Regional Shopping centres

Berman and Evans (2004:24) define a regional shopping centre as “a large, planned
shopping facility appealing to a geographically dispersed market”. Berman and Evans
(2004:24) is also of the opinion that a regional centre is the result of an attempt to re-create
the shopping variety of “a central city in suburbia” and can act as a central social and
cultural vocal point within an entire suburban area. Regional and super-regional shopping
centres are generally anchored by two or more department stores with a general lettable
area of 50 000 m² and above (Levy & Weitz, 1992:329; White & Grey, 1996:55; Foreman et
al., 2003:88).

The normal design of a regional shopping centre uses the pedestrian mall, whether it is
open or enclosed, as a connection between the major anchor stores located within the
centre. The pedestrian malls within the shopping centre also establishes a basic pattern for
directing customer flow past supplementary line stores located between the purposely
separated major anchor tenants. Large regional shopping centres have several department
stores which in turn lead to increased consumer attraction for the overall centre as a whole
(Dawson, 1983:24).

Skinner (2006:47) argues that some shopping centres which started out as regional
shopping centres evolved to a situation where they no longer can be classified as true

29
regional centres but rather core centres in a dominant suburban centre business district.
According to Skinner, true regional centres are those centres “situated on or at the
convergence of a national road and provincial highway, giving the centre regional
accessibility and market domination.”

2.5.7 Theme centres

Foreman et al. (2003:92) defines a Theme centre as any centre which has been designed
according to a specific theme. Levy and Weitz (1992:335) further indicate that in some
instances, Theme centers attempt to replicate historical places. Levy and Weitz (1992:329)
The most important characteristic of a theme centre is that the theme must be such that it
continues to attract new and existing shoppers, which includes a large number of local and
foreign tourists (Prinsloo, 2003:114).

Prinsloo (2003:114) sites the Victoria & Alfred Waterfront in Cape Town as one of the most
successful theme centres in South Africa. Prinsloo (2003:114) indicates that one of the
major reasons for the success of the Victoria & Alfred Waterfront is the atmosphere created
at this shopping centre development, which is a combination of between sea, harbour and
mountain which according to Prinsloo (2003:114) can not be found anywhere else in the
world.

2.5.8 Lifestyle centres

Prinsloo (2004:15) identifies and describes lifestyle centres as centres responding to the
need of consumers for a shopping experience. Prinsloo (2004:15) argues that shopping is
not only about consumption, but also about an experience and that lifestyle centres are
designed to meet and sustain such expectations in the longer term. Prinsloo (2004:15)
indicates that lifestyle centres provides this shopping experience by offering “good quality
public spaces, ease of movement, whilst providing meeting places for relaxation such as
coffee shops and restaurants”. According to Prinsloo (2004:15), these popular lifestyle
centres make use of both indoor and outdoor spaces.

30
Prinsloo (2004:15) concludes by confirming that lifestyle centres in the United States
creates a very attractive environment and shopping experience where public spaces,
similar to Nelson Mandela Square in Sandton Johannesburg, have become the main
drawcard in providing a “feel good” place.

Medani (2006:65) indicates that Lifestyle centres in South Africa are a mix between garden,
value and entertainment centres which are occupied mostly by tenants seeking to pay
lower rentals and who depend on complementary retail to exist.

2.6 CLASSIFICATION OF SHOPPING CENTRES

From the discussion in paragraph 2.5 above, the various types of shopping centres, it is
clear that centres can be classified in a number of different ways and that some shopping
centre formats might fit into more than one category or shopping type. This is also
confirmed by Foreman et al. (2003:83) who indicate that “the exact point of distinction
between the various types of centers is not absolute and often the difference is one of
degree”.

There have been numerous attempts to classify shopping centres both locally and
internationally. Most of the classifications are based on the physical attributes of the centre,
the location of the centre and the function that the centre fulfils within the community
around it, as indicated in paragraph 2.5 above (Foreman et al., 2003;84).

The various classifications are usually in table format and includes a number of factors
such as size, the number of people in the catchment area, anchor tenants, number of
stores, driving time to the centre and layout. (Ghyoot 1992:51, Prinsloo 2003:87, Prinsloo
2003:89). The International Council of Shopping centres also adapted a set of definitions
for the various shopping centre types which includes criteria such as the type of anchors,
the type of stores within the centre, the amount of square feet attributable to its anchors in
relation to the shopping centre as a whole and the size of the trade area (Foreman et al.,
2003;86).

31
Table 2.1: Shopping centre classification for Pretoria - 1998

Type of Centre Size of Trade area Access No. of Popula – Radius Travel Main
Centre (m²) require - house - tion (km) time tenants
ments holds (min.)
CORE CLASSIFICATION

Filling station < 250 Filling station Together - - - - Filling station

only with filling operated store
station only

Spaza < 50 Houses in Suburban - - - - Groceries/ café

suburbs streets products

Small free 500 – Part of Suburban < 2 000 < 7 000 1 <2 Café/Superette
standing 1 000 suburbs streets few convenience
centre stores

Local 1 000 – One suburb Minor 700 – 2 500 – 1,5 3 Supermarket

convenience 5 000 or parts of collector 3 600 12 520 few convenience
stores/centres suburb(s) road stores

Neighbourhood 5 000 – Suburb(s) Major 2 400 – 8 300 – 2,0 4 Supermarket

Centre 12 000 collector 5 700 20 000 Convenience
road or roads Some small
Specialized
stores

Community 12 000 – Group of Main road 8 500 – 30 000 – 3,0 6 Large

Centre 25 000 suburbs 17 800 62 500 supermarket
Convenience
Small national
clothing
Restaurants
& Take aways
Services

Small regional 25 000 – Specific sub- Main road 17 800 - 62 500 – 5,0 10 Large
50 000 region in city 35 700 125 000 supermarket
1 or 2 large
clothing nationals
Boutiques
Restaurants
Entertainment
Services

Regional 50 000 – Large region Main road 28 600 - 100 000 - 8,0 16 Large
Centre 100 000 in city/whole and perhaps 57 150 200 000 supermarket/
city national road hyper
2 or more
large clothing,
boutiques
Entertainment,
restaurants,
services &
convenience

Super regional 100 000 & Large region Main and 57 150 - 200 000 - 10+ 20 As at regional
Centre more in city and national 114 300 400 000 but more
surround - routes emphasis on
ding areas entertainment
and variety
Adapted from: Foreman et al. (2003:87)

32
The most comprehensive and recent shopping centre classification applicable to the South
African environment is probably the one compiled by Prinsloo (2003:87) for the city of
Pretoria, South Africa. This classification illustrated by Table 1, include a fairly wide criteria
list for distinguishing between the various retail formats.

Viljoen (2006:19) argues that it is perhaps necessary for the International Council of
Shopping Centres to set international standards for the classification of shopping centres
as it is a worldwide association with more than twenty four national and regional shopping
centre council links. Viljoen (2006:19) contend that this is necessary as a result of
globalisation and that international standards will benefit everyone in the shopping centre
industry.

Viljoen (2006:19) concludes that in order to resolve or overcome the difficulties which could
be experienced as a result of different regions preferring to use their own classification
methods, it is perhaps necessary to have an “over-arching set of international standards”
which also allows for regional differences.

2.7 COMPETITION AMONG SHOPPING CENTRES

2.7.1 The trend of increased competition as a result of over-development

Burns and Warren (1995:4-12) reports on an overbuilding of shopping centres trend as well
as a change in consumer shopping activities in the USA, which leads to an increase in the
level of competition between shopping malls located in the same metropolitan area. This
competition between centres results in consumers having a number of alternative malls to
choose from, a similar situation as to what South Africa is currently experiencing in some
suburban areas.

The study conducted by Burns and Warren (1995:4-12) found that shoppers do not, as can
rationally be expected, necessarily visit the shopping centre located closest to them. Burns
and Warren (1995:4-12) explains that shoppers appear to have a need for uniqueness and
that they as a result choose to frequent a shopping centre which inherently better fulfill this

33
need for uniqueness even though competing shopping centres may have a fairly similar
tenant offering.

The principle confirmed by Burns and Warren (1995:4-12) however is that shopping centres
will compete in terms of patronage when over development of centres take place within a
specific suburban area. This according to Burns and Warren (1995:4-12) could lead to an
increase in vacant stores within competing centres as well as a reduction in the total
number of sales made by retailers located within these competing centres (Burns and
Warren, 1995:1).

Prinsloo (2003:113) confirms that retail within South Africa has become very competitive
and that it is therefore imperative that shopping centres should have a good understanding
of current and future competition located within its trade area. Prinsloo (2003:113) also
suggest that a competitive inventory should be compiled which should include information
such as the number, sizes and physical design of competitive outlets; site characteristics;
types of services provided; merchandise and pricing policy as well as the target market
served by the competitor (Prinsloo, 2003:114).

2.7.2 Shopper motives related to competing shopping centres

Dawson (1983:86) identifies a number of “personal and social shopper motives which are
reflected, to different degrees, in inter-centre competitive activities” based on a number of
behavioral surveys conducted. These personal and social motives influence which centres
located within the same metropolitan areas are visited by shoppers and can briefly be
sumarised as follows:

(a) Visits made to a particular centre aimed at obtaining personal knowledge of new
trends and fashions.
(b) Visits related to self-gratification aimed at making purchases to raise moral or to
stimulate a person feeling bored or depressed.
(c) Visits aimed at deliberately diverting from the routine of daily life with the motive of
visiting a different centre “for a change”

34
(d) Visits made as an integral part of having a particular position or status in society,
based on a mentality of “It is expected of me” or “I should be seen” within a specific
shopping centre.
(e) Visits made for the benefits obtained from “having a walk around the centre” as an
activity.
(f) The constant sensory bombardment which occurs as a result of visiting a specific
centre may result in a person visiting a centre “just for the kicks”
(g) Visits made to a centre for the purpose of providing an opportunity to have social
contact with friends, acquaintances and new contacts and peer groups.
(h) Visits made for the purpose of participating in a social event aimed at the need or
wish to be involved in society and to participate in bargaining and trading activities.

Dawson (1983:87) argues that designers, owners and operators of shopping centres have
to respond to the above motives in order to remain competitive and to increase the
numbers of visitors.

2.7.3 Measures to remain competitive

Hiemstra (2003:10) confirms that there is fierce competition between shopping centres to
attract tenants in the South African market. Hiemstra (2003:10) suggests that shopping
centres should constantly focus on upgrading the tenant mix to “beat off” competition.
Hiemstra (2003:10) further indicates that frequent upgrades of a centre could also assist
against the onslaught of competition in the catchment areas of the centre. Further
suggestions by Hiemstra include good housekeeping of the centre, excellent customer care
and innovative marketing plans which are “powerful weapons for supremacy amongst
centres”.

Cloete (2003:585) suggest “re-merchandising” a centre in order to revitalize the centre and
to fend off the competition. Re-merchandising according to Cloete (2003:585) is the
process of changing the tenant mix in order to create a new image for the shopping centre
which could also lead to increased income to the owners of the centre. Cloete (2003:585)
argues that re-merchandising is especially necessary where a centre has an outdated

35
design and poor aesthetics that does not measure up to the standard set by competing
centres or does not meet consumer expectations.

Cloete (2003:587) indicates that market research findings should be used for positioning
the centre in terms of merchandising, design and marketing. Cloete (2003:587) confirms
that a re-merchandising strategy should also include visual and physical changes to the
centre which may include cosmetic changes, physical renovation as well as expansions.
Cloete (2003:587) lists the following typical re-merchandising objectives:

• To update the tenant mix by recognizing merchandising voids and deficiencies.

• To weed out non-performing tenants.
• To upgrade existing tenant spaces through renovation.
• To upgrade existing under-performing tenants by assisting with merchandising,
display and retail operational matters.

Dawson (1983:86) agrees with Cloete (2003:587) by stating that a centre’s competitive
position can be enhanced through a process of redevelopment. Dawson confirms that it is
not necessarily only tenants located within shopping centres that compete but rather
shopping centres themselves in terms of tenant mix, location and non-retail services and
activities available to users of the centre.

Dawson (1983:86) indicates that competition amongst larger centres aims both at
increasing the degree of penetration in an established trade area as well as at extending
the trade area. Dawson further emphasize that amongst smaller shopping centres, retailer
image is more important than centre image and that smaller centres as a result have
intense price competition.

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2.8 THE TREND OF CONVENIENCE SHOPPING CENTRES

Underhill (2003:233) makes the following statement with regard to convenience stores:
“Convenience stores have quite a lot it can teach other retail outlets through its foolproof
strategy of making themselves very available and very convenient.”

According to Underhill (2003:233), convenience shopping centres successfully take

advantage of the changes to women’s lives and in particular the fact that women with full
time jobs no longer make big weekly or monthly expeditions to the shopping mall. Underhill
also believes that people staying single for longer further contributed to the trend of
convenience shopping of making more shopping trips and buying fewer items each time.

2.8.1 Convenience lifestyle centres in the USA

Similar to what Prinsloo (2004:15) identified as life style centres as described in paragraph
2.5.6 above, Fiala (2005:150) also recognise this new type of shopping centre, as opposed
to the traditional regional malls, which is also label as “lifestyle centres”. According to Fiala
(2005:150) these “lifestyle centres” are increasing throughout the USA. These “lifestyle
centres” are described as “a next-generation retail experience” which is aimed at creating
the feel of a community and outdoor retail centre unique to a specific neighbourhood.
These conveniently located centres include the convenient amenities needed for the busy
lifestyles of its patrons.

Fiala (2005:150) further points out that these neighbourhood styled centres focus on their
surrounding environments by incorporating natural landscaping and local architecture with
the emphasis on “convenience, social interaction, variety and value”. These centres do
away with the traditional department store anchors and incorporate more nontraditional
lifestyle and convenience focused stores, creating a true convenience retail experience.

O’Loughlin (2005:30) reports that the growth of these types of convenience lifestyle centres
have increased in the wake of the decline in the opening of new malls over the past decade
in the United States. O’Loughlin argues that today’s consumers gravitate to the

37
convenience and pleasing open-air environment of lifestyle centres instead of having to
“wend their way through traditional enclosed malls and department stores”.

The trend of developing convenience shopping centres in the United States and Canada is
also confirmed by Field (2005:125) when reporting on hybrid centres which hatched from
the customer’s need for convenience. According to Field (2005:125), these hybrids attempt
to provide retail facilities which are a mixture of power centres, regional malls and also in
some instances, lifestyle venues. Field (2005:125) describes these centres as built for the
convenience-driven customer by saying: “Put my favorite specialty shop next to my big-box
electronics store next to my dry cleaner next to my Saturday night eatery. I want access to
it all”.

According to the International Council of Shopping Centres, the increase in the

development of convenience lifestyle centres is set to continue in the United States with
more than twenty five centres which were planned to be built from the second half of 2005
onwards. The International Council of Shopping Centres also describe these centres as
new generation outdoor malls or lifestyle centres planned to “mimic trendy downtown
shopping districts but without the traffic” which also includes parking convenience (Gajilan,
2005:17).

2.9 DEVELOPMENT OF SHOPPING CENTRES IN SOUTH AFRICA

2.9.1 Increase in the development of shopping centres

As discussed in paragraph 1.1, South Africa has experienced an increase in the
development of new shopping centres as well as other retail type concepts as a result of
the high demand for space from retailers (Prinsloo, 2001:622).

Viljoen (2006:3) agrees with Prinsloo (2001:622) by stating that since the beginning of
2005, there has virtually been an explosion in new retail space together with a significant
amount of expansions of existing shopping centres. Viljoen (2006:3) bases his findings on
information compiled as editor of the 2006/2007 South African Shopping Centre Directory.

38
Muller (2006:1) also confirm that building statistics for the fist half of 2006 indicate that
thousands of square meters of new shopping space is being added by developers in the
face of an already “well-shopped” South African retail market. Muller (2006:1) points out
that property economists are of the view that the market could see renewed growth in
shopping centre development when considering resent building plans approved by the
relevant authorities.

Muller (2006:1) furthermore argues that the retail development frenzy will not subside for as
long as national retailers continue their aggressive introduction of new stores as well as the
expansion of their existing stores, and further explains that the major South African retailers
like Edcon, Truworths, Woolworths, Shoprite and Massmart all plan to open between forty
to a hundred and fifty new stores before 2008. Muller (2006:1) also state that one of the
leading property analyst firms namely Catalyst Fund Managers has observed that the
growing demand from retailers has led to retail occupancies dropping to record lows.

2.9.2 The sustainability of Convenience shopping centres

An important observation made by Muller (2006:1) is that some of the listed property funds
do question the sustainability of smaller convenience centres and quotes Gerald Nelson,
the MD of listed property fund Sycom, as saying: “Smaller convenience centres are
mushrooming on just about every second suburban street corner and are typically sized
between 2 000 m² to 10 000 m². Investment in these convenience centres is becoming
riskier as they work well in buoyant consumer markets but are the first to take a knock
when the market turns”.

Muller (2006:1) concludes that it is not certain to what extent consumer spend will slow
down over the remainder of 2006 and onwards and that developers, retailers and property
investors who focus on the convenience sector of the market should perhaps be more
cautious when investing in smaller convenience shopping centres.

39
Schirnig (2006:1) also warns that property developers should be disciplined and operate in
a strategic manner when trying to capitalize on the current boom in the demand for retail
space, as an “over-ambitious” expansion could lead to a number of vacant stores as a
result of tenant failure when consumer spend subside.

Viljoen (2006:62) indicates that developers are usually driven by retail tenants for space
and when developing a centre the anchor tenants are the first to be put in place in a new
development, with sub-major tenants and banks following thereafter. According to Viljoen
(2006:62), developers are of late finding it harder to let the remainder of the available space
once the anchors, majors and banks have taken up space in a proposed development,
which in turn takes longer than before to satisfy the required 60% to 70% pre-let situation
that financiers and prudent developers require before proceeding with a development. This,
coupled with some retailer already saying in their trading updates that there are signs that
the market is softening, are according to Viljoen (2006:62), early signs that developers
should perhaps “take a bit of a breather now” in terms of development.

Prinsloo (2006:75) contends that the most important aspects regarding shopping centre
development at present is the correct timing and the right size of a particular development.
Prinsloo (2006:75) further state that a specific area is only right for a retail development if a
certain number of households are already living in a particular area and that a “follow the
roofs” strategy should be adopted by developers.

Simpson (2006:67) has a very positive outlook as opposed to the views of Muller, Viljoen
and Schirnig (2006:67) by contending that there is “plenty of scope for both convenience
centre and regional shopping centre growth” and lists a number of factors supporting his
view as follows:
(a) South Africa is arguably the most dynamic growth retail market in the world and the
marketplace is neither dormant nor static with first world infrastructure and dynamic
consumer shopping habits and aspirations.

40
(b) The expectations and demands of customers have changed over the past ten years
with there being more dual income parents, there being less time with more things
do to and also there being an abundance of choice and products in the marketplace.
(c) The advent of “lifestyles” whereby customers indulge themselves in their own
particular choice of environment, activities, products, behaviours and habits and
where these customers have become sufficient enough in numbers to warrant their
own type of shopping centres, so-called lifestyle centres.

Simpson (2006:67) is of the view that the above reasons supports numerous opportunities
for retail property development, as he indicates is currently evidenced by the huge amount
of new retail space being created at present in the South African market, but warns that the
needs and wants of the customers should be the motivating factors for each and every new
development if any sort of sustainable investment is to be realized.

2.9.3 The development of regional shopping centres

With regard to regional shopping centres, Simpson (2006:67) believes that good regionals
and mega-regionals that continuously reinvent themselves for their customers will continue
to be strong alongside smaller more focused “selected range” convenience shopping
centres. Simpson also argues that the key to a healthy co-existence situation lies in the
ability of each centre to differentiate their offering.

Wiese (2004:3) is of the view that South Africa is overtraded in terms of certain shopping
formats and in particular singled out regional shopping centres. Wiese (2004:3) maintains
that there is limited opportunity for the development of new regionals and that developers
have slowed down in their haste to build more centres. Wiese (2004:3) also argues that
most new developments appear to be driven by retailers and that developers should rather
explore the rest of Africa where opportunities are boundless.

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2.10 CONCLUSION

This chapter provided a discussion on the literature related to the various key concepts of
relevance to this study with specific reference to patronage, trade or catchment areas as
well as the different types of retail outlets. The concept of convenience shopping as well as
the various trends related to the development of shopping centres within South Africa as
well as abroad was also included in the discussion.

The following chapter namely chapter 3 will provide a description of the research design.
The chapter will discuss the data collection process and will also include a discussion on
the consumer survey to be conducted as part of the execution of the study.

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 CHAPTER 3

RESEARCH DESIGN

3.1 INTRODUCTION

The purpose of this chapter is to provide details on the research design and methodology
to be followed in the context of the research problem and objectives as summarised in
paragraph 1.2 and 1.3. The research design plan will be discussed including the data
collection design, the plan of analysis, the data collection method and the analysis of the
collected data.

3.2 DEFINITION OF RESEARCH DESIGN

The research design is the plan to be followed to answer the research objectives or
hypothesis. The research design can further be defined as a structure or framework used
by a researcher to solve a specific problem (McDaniel and Gates, 1998:30). Chisnall
(1997:31) indicates that the research design should ensure that the information obtained is
relevant to the research problem and that it was collected by objective and economic
procedures. Zikmund (2003:740) states that the research design should be a master plan
specifying the methods and procedures for collecting and analyzing the required
information.

3.3 OBJECTIVES OF THE STUDY

Zikmund (2003:99) defines the research objectives as the purpose of the research
expressed in measurable terms indicating what the research should accomplish. McDaniel
and Gates (1998:30) agree with Zikmund (2003:99) by stating that the research objectives
serve as a road map in developing the research problem and in solving the specific
research problem. McDaniels and Gates (1998:28) also indicate that the research
objectives culminate from the identified research problem.

43
The problem statement as identified in paragraph 1.2 can be adapted to formulate the
primary objective of the research as follows:

3.3.1 Primary research objective

The research has to determine whether the development of smaller convenience retail
shopping centres within the catchment areas of large regional shopping centres has any
effect on the patronage of the large regional shopping centres and should also attempt to
measure the impact on patronage, if any.

3.3.2 Secondary research objectives

Flowing from the primary objective, the secondary objectives of this study can be
summarised as follows:

a) To establish whether consumers/shoppers supporting large regional shopping

centres are aware of the increase in the various new forms of retail offerings within
the catchment areas of regional shopping centres over the past ten years.
b) To establish the extent and frequency to which shoppers support smaller
convenience retail offerings as defined under paragraph 1.7.
c) To establish whether shoppers prefer to shop in smaller convenience retail outlets
as opposed to shopping at a large regional shopping centre.
d) To determine the reasons and for what type of purchase or services a shopper
would typically visit convenience retail outlets and regional shopping centres and
whether the reasons for visiting and the type of products or services purchased differ
between the two retail formats.
e) To determine whether the size of the retail outlet or shopping centre affects the
decision to visit the shopping centre.
f) To establish any other non-product or service related reasons why a shopper would
visit a regional shopping centre or a smaller convenience shopping centre.
g) To determine whether there are any analogies which can be drawn between the
demographical profile of shoppers and their decision whether to shop at a regional
or neighbourhood shopping centre.

44
h) The outcome of the research should ultimately confirm whether there are any real
competition in terms of attracting and retaining patrons between regional shopping
centres and smaller convenience retail shopping centres.

3.4 RESEARCH METHOD

Zikmund (2003:54) identifies three research methods, the choice of which is dependant on
the nature of the problem. The three research methods are defined by Zikmund (2003:54)
as exploratory research, descriptive research and causal research. Chisnall (1997:32) and
Webb (1995:20) also group the types of research into the three categories as decribed by
Zikmund.

3.4.1 Exploratory research

According to Zikmund (2003:54), exploratory research is usually conducted to “clarify
ambiguous problems”. Zikmund (2003:55) further indicates that exploratory research is
used to provide information which is then used to analyze a situation rather than to provide
information to be used for establishing a definite course of action. Zikmund (2003:55)
further argues that exploratory research is usually conducted with the expectation that
subsequent research will be conducted with a view of providing conclusive evidence to the
exploratory research.

Webb (1995:21) explains that exploratory research is most useful in the preliminary stages
of a research project when the level of uncertainty with regard to the subject in question is
high. Webb (1995:21) contends that exploratory research is characterized by a large
degree of flexibility with a lack in formal structure and any formal attempt to measure.

3.4.2 Descriptive research

The aim of descriptive research according to Zikmund (2003:55) is to “describe
characteristics of a population or a phenomenon”. Chisnall (1997:32) points out that
descriptive research, in contrast to exploratory research, stem from “substantial prior

45
knowledge of market variables” and that questions around this research are usually
designed to obtain specific kinds of information.

Webb (1995:21) contends that it is the main purpose of exploratory research to uncover the
variables of a specific situation and that it follows that descriptive research will thereafter
provide an accurate and valid description of the variables. McDaniel and Gates (1998:31)
agrees with Webb (1995:21) by stating that implicit to descriptive research is the fact that
previously conducted exploratory research has already established the “underlying
relationships of the problem area” and that descriptive research then answers the more
detailed questions related to the established problem.

3.4.3 Causal research

Zikmund (2003:56) argues that the main purpose or goal of causal research is to identify
cause and effect relationships among variables and that exploratory and descriptive
research usually precede cause and effect relationship studies. Zikmund (2003:56) also
explains that causal research attempts to establish “that when we do one thing, another
thing will follow”.

McDaniel and Gates (1998:31) confirm that in casual studies, the researcher investigates
whether one variable causes or determines the value of another variable. Webb (1995:22)
further indicates that causal research should be employed when a mere description of the
variables relevant and active to the research problem forthcoming from exploratory and
descriptive research does not satisfy the specific research demands.

The purpose of this study is mainly to conduct exploratory research related to the
propositions identified in paragraph 1.5, but will encompass elements of descriptive and
causal research to satisfy the secondary research objective as described under 3.3.2
above under the heading “Secondary research objectives”.

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3.5 RESEARCH DATA

3.5.1 Definition of data

Zikmund (2003:736) simply defines data as “recorded measures of certain phenomena”.
These recorded measures can perhaps be further described when considering the
definition of data provided by the Oxford dictionary (1990:294) as “known facts or things
used as a basis for inference or reckoning”.

3.5.2 Sources of data

As indicated in paragraph 1.11, the study will make use of two sources of data which are
described by Zikmund (2003:63) as primary and secondary data. Primary data is defined by
Zikmund (2003:63) as data which is gathered and assembled specifically for the project at
hand and further defines secondary data as data which has previously been collected for a
different project, other than the specific problem at hand. Webb (1995:23) agrees with
Zikmund (2003:63) by indicating that secondary data is data that has already been
collected for some other purpose than the one under consideration while primary data is
specifically collected to answer the questions posed by the current research objectives.

3.5.2.1 Primary data

The primary data will be assembled by way of surveys which according to Zikmund
(2003:66) is the most common method of data collection. Zikmund (2003:66) further
defines a survey as a “research technique in which information is gathered from a sample
of people using a questionnaire.”

The collection of the primary data will be more qualitative than quantitative as this study is
leaning more towards being exploratory in nature as indicated under paragraph 3.4 in this
chapter. Some of the questions in the survey do however have a qualitative nature.
McDaniel and Gates (1998:98) define qualitative data as research data “not subject to
quantification or quantitative analysis”. Quantitative data is in turn defined by McDaniel and
Gates (1998:98) as data colleted for the purpose of mathematical analysis and revealing
statistically significant differences.

47
3.5.2.2 Secondary data
A number of research studies specifically related to the demographics of Cresta Regional
Shopping Centre, the shopping centre which will form the subject for the testing of the
proposition of this study, have been completed by a specialised research company over the
past few years. These studies have been conducted with the primary objective of obtaining
an understanding of consumers and expenditure patterns in the primary and surrounding
catchment areas of the centre. The studies completed incorporated both intercept
interviews and household surveys. The latest study compiled by Urban Studies (2006:1)
included the following objectives:

(a) Trade area demarcation including geographical maps detailing the origins of
shoppers.
(b) Demographic and socio-economic profile of shoppers and households.
(c) Tracking the frequency of visits to the shopping centre.
(d) Establishing centre support for specific store types and determining the loyalty of
shoppers towards the centre.
(e) Tracking residential growth within the catchment area of the centre as well as the
densification of existing suburbs.
(f) Establishing improvements in infrastructure and detailing other developments
impacting on Cresta Shopping Centre.

These previously conducted studies will provide valuable information in support of the
exploratory nature of this specific study and will furthermore be used to compare the results
of the survey to be done in terms of accuracy of information and to possibly correct any
errors which may have occurred during the collection of data.

Further secondary data sources, as indicated under paragraph 1.9.1, will be articles
published by the South African Council of Shopping Centres as well as information
published by Statistics South Africa related to the growth of the population in the specific
sample area. A further source of information will be the results of marketing surveys

48
conducted by the in-house marketing department of Cresta Shopping Centre which are
usually designed to measure the effectiveness of various marketing initiatives.

3.6 SAMPLING

The definition of sampling as well as the distinction between probability sampling and non-
probability sampling was discussed in paragraph 1.10. As indicated in paragraph 1.10, the
sampling technique to be used for the purposes of this study is probability sampling.
Probability samples which according to Sudman and Blair (1998:347) is also called random
sampling use a random process to select population elements for the sample and give
every population element a known, nonzero chance of selection (McDaniel and Gates,
1998:32; Zikmund, 2003:740; Hague and Jackson, 1996:99).

Sudman and Blair (1998:348) further explain that probability samples rely on chance and
that the reasoning behind probability sampling is that if selections are made purely by
chance, it follows that a large sample will naturally contain a representative cross section of
the population. Sudman and Blair (1998:349) also indicate that non-probability samples are
subject to possible biases and that probability samples are not prone to bias.

From the above discussion it is evident that probability sampling is the preferred sampling
method in order to ensure an accurate representation of the population within the
catchment area of the subject shopping centre and to eliminate any possible bias.

3.6.1 Types of probability sampling

Sudman and Blair (1998:348) identify three broad types of probability samples namely
simple random sampling, stratified sampling and cluster sampling. These three sampling
types are briefly described by Sudman and Blair (1998:348) as follows:

(a) Simple random sampling – Population members are directly selected from a
sampling frame. The sampling frame in this context is described as “a list or system
that identifies every member of a population so that a sample can be drawn without

49
 physically contacting every member of the population”. This type of sampling is
designed to give an equal probability of selection to all population members in the
frame.
(b) Stratified sampling – This type of sampling entails the separation of the population
into subgroups namely strata and simple random samples are then drawn within
each group.
(c) Cluster sampling – Probability sampling by grouping population members into
clusters and drawing a sample of clusters.

As confirmed in paragraph 1.10.1, this study will be conducted on a simple random

sampling basis. The sampling frame in the context of the study will be the population
residing in the primary, secondary and tertiary catchment area of Cresta Regional
Shopping Centre.

3.6.2 Unit of analysis

Zikmund (2003:96) describes the unit of analysis as the stage where a researcher
determines whether the specific research problem requires a specific focus on an entire
organization, work groups, individuals or objects. The unit of analysis as indicated in
paragraph 1.10 will be individuals and households forming part of the sample frame, as this
study focuses on patronage of shoppers which necessitate the focusing on individuals
rather than a specific group. The questionnaire will however also incorporate the household
or family as a group as the behaviour of the family as one unit could influence the
behaviour of an individual.

3.6.3 Surveys
The primary data for this study will be collected through the use of surveys as explained in
paragraph 3.2.5.1 above. The completion of these surveys will be done by way of intercept
interviews as well as household surveys. The questionnaire is constructed in such a way
that it will in essence be self-administered however the interviewer will be present when the
survey is completed to assist should the respondent require an explanation or clarity with
regard to specific questions.

50
Household surveys according to McDaniel and Gates (1998:182) have the benefit that a
respondent is seen to be at ease in a familiar and secure environment namely in their
homes. Face to face contact is also a positive factor as questionnaires can be completed
faster as a result of the availability of the interviewer to explain complicated tasks. Prinsloo
(2001:146) also confirms that personal interview surveys “foster greater trust among
respondents and allows for observation of age, race and other demographic data” which
contributes to the accuracy of data.

The household and mall intercept interviews are preferred above other data collection
methods as it is faster to administer. The amount of information required on the
questionnaire is fairly substantial which eliminates lengthy telephone interviews. Mail
questionnaires will also take much longer to execute and does not suite the nature of this
study namely to interview shoppers who actually does visit Cresta Shopping Centre.
Previous studies performed at Cresta Shopping Centre, which results as part of secondary
data will be compared to this study, was also done on a mall intercept and household
survey basis and data collection methods will therefore be consistent when comparing
results to ensure accuracy.

An intercept survey is defined by Sudman and Blair (1998:719) as a “survey administered

by intercepting visitors to some public place such as a shopping mall or a city street”. The
500 exit surveys to be conducted will form the basis for understanding the behaviour of
shoppers patronising the centre. The exit surveys will in particular confirm the origin of
shoppers, the basic demographics of shoppers, the frequency of visits to Cresta Shopping
Centre and other convenience retail outlets and also measure the loyalty of shoppers.

The main purpose of the household survey is to further ensure that the sample is reflective
of the shoppers residing in the primary and secondary catchment area of the centre
through a stratified random sampling process. McDaniel and Gates (1998:315) explain that
stratified samples are in most instances used rather than random sampling because of their
potential for greater statistical efficiency.

51
The household surveys will also be imperative to the study in the sense that respondents
who do not visit Cresta Shopping Centre will also be included in the sample frame and their
shopping behaviour in terms of other convenience retail formats will be recorded as part of
the overall objectives of the study. The household surveys will therefore ensure a more
representative sample frame.

3.6.4 Survey population

McDaniel and Gates (1998:302) indicate that the objective with defining the population of
interest is to “specify the characteristics of those individuals or things from which
information is needed to meet the objectives of the research”.

For the purposes of this study, the survey population will be individuals who reside within
the catchment area of the centre, above the age of 18 years. The survey population will
exclude employees of Cresta Shopping Centre and individuals employed by the various
stores operating within the centre. This will be ensured through a screening question at the
beginning of the questionnaire, qualifying potential respondents.

3.6.5 Sample frame

The term “sample frame” is closely related to the “survey population” as explained in 3.6.4
above. The sampling frame is defined by Sudman and Blair (1998:338) as “a list or system
that identifies every member of a population so that a sample can be drawn without
physically contacting every member of the population.” The sample frame for this study can
best be described as individuals residing and shopping within the catchment area
surrounding Cresta Shopping Centre.

3.6.6 Sample size

Mariampolski (2001:58) indicates in terms of sample size that “a sufficient number of
respondents should be interviewed so that meaningful comparisons can be made between
individual respondents. McDaniel and Gates (1998:345) further confirm that other things
being equal, the larger the size of the sample, the less the sampling error.

52
The sample size for this study was discussed in paragraph 1.9.2. The size of the sample
selected for this study was arrived at from determining the sample size of other similar
studies conducted by leading researchers at various Regional Shopping centres as well as
Cresta Shopping Centre.

3.7 MEASUREMENT

According to McDaniel and Gates (1998:227), measurement relates to the “process of

assigning numbers or labels to things in accordance with specific rules to represent
quantities or qualities of attributes.”

McDaniel and Gates (1998:227) further explain that measurement is therefore a process
where numbers are being assigned to “reflect the amount of an attribute possessed by an
event, person or object”. It should be noted that it is not the event, person or object which is
being measured but rather its attributes. A researcher for example does not measure a
consumer but rather measures factors such as attitudes, income levels, brand loyalty and
age.

3.7.1 Measurement scales

McDaniel and Gates (1998:228) define a scale as “a set of symbols or numbers
constructed to be assigned by a rule to the individuals and their behaviours or attitudes, to
whom the scale is applied”. Zikmund (2003:741) provides an alternative explanation
namely “any series of items that are progressively arranged according to value or
magnitude; a series into which an item can be placed according to its quantification.

3.7.2 Levels of measurement

The four commonly used measurement levels or scales are briefly summarized by
Lehmann (1989:201) as follows:

(a) Nominal scales – This is the simplest type of scale or measurement which arbitrarily
assigns an identification or classification to each response for example the coding of

53
 males as 1 and females as 2. Nominal scales are useful for competing frequencies but
are mostly for identification purposes.
(b) Ordinal scales – These types of scales allow for alternatives to be arranged to their
magnitude. In an ordinal scale, the higher the number, the more or less a specific
measurement item exists. In addition to frequencies, ordinal scales allow for medians
and percentiles.
(c) Interval scales – An interval scale is a scale where differences between scale values
have meaning while the absolute scale values are not meaningful. Zikmund
(2003:298) adds that an interval scale “not only arranges objects or alternatives
according to their magnitudes but also distinguishes the ordered arrangements in units
of equal intervals”.
(d) Ratio scales – The focus when using ratio scales is the ratio between the various
scale values. According to Sudman and Blair (1998:449) ratio scales have the
characteristics of order among scale points, equal distances among all adjacent scale
points and an absolute zero.

Ordinal scales is mainly used in this study as a form of measurement in the section in the
questionnaire dealing with shopping behaviour, which is the most important section on the
questionnaire when considering the objectives of the study. Most of the questions in this
section are typical ranking questions.

The remaining questions in the questionnaire dealing with patronage and the demographic
profile of shoppers are of a nominal scale type nature as the main purpose of these
questions is to determine frequencies and the identification and classification of shoppers.

3.7.3 Measurement criteria

According to Zikmund (2003:300) there are three major criteria for evaluating
measurements namely reliability, validity and sensitivity.

(a) Reliability – Zikmund (2003:300) indicates that reliability is the degree to which
measures are free from errors and therefore yield or provide consistent results.

54
 Chisnall (1997:34) confirm that reliability refers to the stability and consistency of the
results derived from the research and thus the probability that the same results could
be obtained if the measures used in the research were repeated or replicated.
(b) Validity – Zikmund (2003:302) confirms that validity is the ability of a measure to
measure what it is supposed or designated to measure. Chisnall (1997:34) further
state that validity refers to how well a specific research method measures what it
claims to measure.
(c) Sensitivity – Sensitivity according to Zikmund (2003:304) refers to a measurement
instrument’s ability to accurately measure variability in stimuli or responses. Zikmund
(2003:304) explains that a question in a questionnaire which merely asks for an
“agree” or “disagree” answer, does not allow for subtle differences in answers
whereas a question which has a wider measure in sensitivity for example “strongly
agree”, “mildly agree”, “neither agree nor disagree” “mildly disagree” and “strongly
disagree” would increase a scales sensitivity.

The reliability of the measures used as part of the questionnaire will be assessed through
the Test-retest reliability approach and Alternative-form reliability approach. These to
approaches are defined by Tull and Hawkins (1987:223) as follows:

(a) Test-retest reliability approach – This reliability approach relates to estimates

which are obtained by repeating the measurement through the use of the same
instrument under as nearly equivalent conditions as possible.
(b) Alternative-form reliability approach – Alternative-form reliability relates to
estimates obtained by “applying two equivalent forms of the measuring instrument to
the same subjects. Similar to the test-retest reliability concept, the results of the two
corresponding instruments are compared on an item-by-item basis and the degree
of similarity is obtained.

The measures forming part of the questionnaire will be retested by requiring some of the
respondents to complete the questionnaire a second time and comparing the answers
provided in order to obtain an indication as to the consistency of responses. Some of the

55
questions in the questionnaire are similar in nature and the responses to these questions
will be considered in order to determine whether the responses are also similar and
consistent.

Some of the measures forming part of the questionnaire will also be measured against a
study conducted recently by a Market research company. Any discrepancy in the reliability
of the results will therefore be clearly pointed out through comparison to the secondary
research previously conducted.

The validity of responses to the questionnaire will be ensured by utilising one of the three
approaches to evaluate validity namely, face or content validity, criterion validity and
construct ability (Zikmund, 2003:302). These three approaches are briefly summarized by
Zikmund (2003:302) as follows:

(a) Face or content validity – This form of validity refers to “the subjective agreement
among professionals that a scale logically appears to reflect accurately what it
purports to measure”.
(b) Criterion validity – Criterion validity refers to the ability of measures to correlate with
other measures used to measure a similar construct or concept. A construct in this
context refers to a generalized idea about a class of objects, attributes, occurrences or
processes which has been given a specific name.
(c) Construct validity – Construct validity relates to the ability and degree to which a
measure “confirms a network of related hypothesis generated from a theory based on
the concepts”. Construct validity is established during the statistical analysis of the
collected data and implies that the empirical evidence generated by a measure is
consistent with the theoretical logic related to the construct or concept. If a measure
“behaves the way it is supposed to in a pattern of intercorrelation with a variety of
other variables, there is evidence for construct validity”.

56
The results of this study will mostly be validated using the content validity approach by
ensuring that the results of the questionnaire accurately measured what the questionnaire
intended to measure from the outset.

The questionnaire design will furthermore incorporate adequate variability in the different
measurement scales to be formulated for each question which could be prone to a high
degree of sensitivity, in order to ensure that the results of the study allow for and conform to
a wide measure of sensitivity.

3.8 QUESTIONNAIRE DESIGN

McDaniel and Gates (1998:228) indicate that a questionnaire can be defined as a set of
questions designed to generate the data necessary for accomplishing the objectives of the
research project. Chisnall (1997:128) further argue that a questionnaire is a method of
“obtaining specific information about a defined problem so that the data, after analysis and
interpretation, results in a better appreciation of the problem”.

The primary and secondary research objectives of this study were discussed in
paragraph 1.3 which was further expanded upon in paragraph 3 of this chapter. These
objectives are in line and supports the research propositions as identified in paragraph 1.5.
The aim of the questionnaire as a measurement instrument, will be to ensure that these
identified objectives are achieved through the construction of effective and relevant
questions.

The characteristics of measurement and scaling as discussed in paragraph 3.7 above will
be incorporated in the design of the questionnaire.

57
3.9 CONSTRUCTING THE QUESTIONNAIRE

The questionnaire consist of three different sections as can be seen from the final
questionnaire attached as Appendix 1, namely (a) Patronage behaviour, (b) Shopping
behaviour and (c) Demographic information as well as an Introduction.

The Introduction is aimed at providing information to the respondents on the reason for the
collection of data through the completion of the questionnaire and also the purpose of the
study being conducted.

The questionnaire has been designed in such a way that it avoids complexity of questions
as well leading questions. Leading questions is defined by Zikmund (2003:336) as
questions which suggest or imply certain answers.

Section A – Patronage behaviour

This purpose of this section is to determine the frequency of patronage of shoppers and the
impact of their support to the specific subject regional shopping centres and the smaller
convenience centres forming part of the study.

Question 1 – This question relates to establishing the frequency of visits by respondents to

Cresta Regional Shopping Centre and is the typical frequency-determination question
listing a number of fixed-alternative questions that asks for an answer about general
frequency of occurrence (Zikmund, 2003:333).

Question 2 – Question 2 is a simple-dichotomy question as identified by Zikmund

(2003:333), which requires that respondents choose between two alternatives, in this
instance “yes” or “no”. The purpose of the question is to determine whether respondents
are aware of new convenience centres built in the areas where they reside and to identify
which ones they are aware of and are supporting.

58
Question 3 – This question is similar to Question 1 in this section as the aim of the
question is to determine the respondents’ support for smaller convenience centres. In this
question, a number of examples of convenience centres are provided in order to clarify in
the respondents’ mind what typically can be classified as a convenience centre.

Question 4 – Question 4 is aimed at establishing the frequency of visits to the typical filling
station convenience store and is also constructed as a frequency-determination question as
discussed in Question 1 of this section.

Section B – Shopping behaviour

Section B is more focused on the behaviour of shoppers in the sense that the questions in
this section is aimed at determining the reasons for respondents behaving in a specific
manner within the framework of visiting convenience shopping centres in the catchment
area of Cresta Shopping Centre versus shopping at Cresta Shopping Centre.

Question 5 – The objective of question 5 is to determine the reasons or purpose for which
respondents would typically visit Cresta Shopping Centre. The question is in an itemized
rating scale format which is described by McDaniel and Gates (1998:239) as “a scale in
which the respondents select an answer from a limited number of ordered categories”.

Question 6 - This is an open ended response question requiring the respondent to answer
in his own words (Zikmund, 2003:333). The question is supplementary to Question 5 in the
sense that any other reason not included in the categories listed in question 5 can be
provided.

Question 7 – The question is similar to Question 5 as it is also in an itemized rating scale

format with the aim of determining the reasons for visiting convenience centres located in
close proximity to Cresta Shopping Centre.

Question 8 – Question 8 provides for garage type retail formats to also form part of the
study but is an open ended response question instead of a rating scale in order to reduce

59
the time for completing the total questionnaire. This will ensure that respondents do not get
agitated with repeat questions.

Question 9 – This question is in the form of an ordinal scale which according to Zikmund
(2003:739) is a scale that “arranges objects or alternatives according to their magnitudes”.
The aim of the question is for the respondent to rank the reasons in the order of 1 to 9, why
they would rather visit Cresta Shopping Centre instead of a smaller convenience centre.
The answer to this question will establish whether there is a preference in supporting a
regional shopping centre rather than a convenience centre and the corresponding reasons.
The second part of the question is an open ended response question aimed at obtaining
any other reason not provided for in the possible alternatives as listed in the first part of the
question.

Question 10 – Question 10 is constructed in a similar fashion as question 9 in terms of

ranking a number of stated alternatives. The question has the same aim as question 9
however the focus is on whether respondents have a preference for visiting a convenience
centre rather than a regional shopping centre and the reasons for the preference. Similar to
question 9, the second part of this question also provides for the respondent to state any
other reasons not listed in the ranking section of the first part of the question.

Question 11 – The purpose of question 11 is to determine the reasons, in an open ended

response format, as to why a respondent would never visit Cresta Shopping Centre. The
question is aimed at respondents who never visit Cresta Shopping Centre and would
mostly be completed during the household interviews and not the intercept interviews.

Section C – Demographic information

This section is aimed at establishing the demographic profile of the respondents and will be
compared to secondary research in order to ensure that the sample conforms to the
previously established demographic profile of shoppers as constructed by resent research
conducted for Cresta Shopping Centre by a research company.

60
Question 12 – This question will determine the gender of the respondent.

Question 13 – This question will determine the age of the respondent.

Question 14 – Question 14 requires the respondent to indicate his/her home lanuage.

Question 15 – The aim of question 15 is to determine the size of households, the amount
of cars per household, if any, and the number of people in a household earning an income.
This question will identify whether the amount of people per household, cars per household
and amount of earners per household have any influence on the frequency of visits and
other behaviour related to shopping at Cresta Shopping Centre versus shopping at another
convenience outlet.

Question 16 – Similar to question 15, the answer to this question requiring the respondent
to list his/her occupation will assist in determining whether occupation has any influence on
shopping behaviour. The question will also assist in determining the consumer behaviour of
working women versus housewives as well as assist in tracking the behaviour of students.

Question 17 – Question 17 will provide an indication on how long a shopper has resided at
his/her current address and thus the amount of years he/she has resided within the
catchment area of Cresta Shopping Centre. The second part of the question also requires
the respondent to indicate how long he/she has been a shopper at Cresta Shopping
Centre. The overall aim of the question is to determine whether patrons or shoppers have
some form of loyalty towards Cresta Shopping Centre.

Question 18 – Question 18 will determine whether the current life cycle of the respondent
has any influence on his/her shopping behaviour in terms of supporting a regional shopping
centre versus supporting convenience outlets.

Question 19 – This question requires the respondent to indicate his/her household’s Gross
level of income. The aim is to establish whether the level of monthly income per household

61
has any influence on its frequency of visits to Cresta Shopping Centre versus supporting
other convenient shopping outlets within the catchment area of Cresta Shopping Centre.

Question 20 – The final question of the questionnaire is imperative in that the respondent
will indicate the suburb and street where he/she currently resides. The answer to this
question will assist in determining whether the respondent actually resides within the
primary, secondary and tertiary catchment areas of Cresta Shopping Centre. Should the
respondent not reside within these catchment areas the questionnaire will not be
considered for the purposes of this study. The question will also assist with plotting the
support from the various suburbs within the catchment area of Cresta Shopping Centre.

Eventhough Section C will mostly be of importance to verify whether the sample conforms
to the already established demographic profile of shoppers as explained in the introductory
paragraph to this section, it will also be of importance to determine whether certain
demographic characteristics influence the behaviour of shoppers, in line with the primary
and secondary objectives as established at the beginning of this chapter.

The questionnaire will be forwarded to the statistical consultation services of the University
of Johannesburg in order for them to review and identify any questions which could cause
complications when analysing the data prior to the commencement of the fieldwork.

3.10 DATA ANALYSIS

Following the completion of the required number of surveys, the data analysis process will
begin. Hague and Jackson (1996:161) confirm that data analysis is “the process of
aggregating the individual responses or ‘raw’ data”.

62
Zikmund (2003:453) indicates that the data analysis process consists of a number of
stages which can be summarized in sequence as follows:

1) Editing
2) Coding
3) Data entry
4) Data analysis

The above four steps are known as the error checking and verification stage. Following
data analysis is the interpretation stage which according to Zikmund (2003:491) is the
“process of making inferences and drawing conclusions concerning the meaning and
implication of a research investigation.” The interpretation of the research results will be
discussed in the next chapter.

3.10.1 Editing
Zikmund (2003:454) defines this step as the process which ensures the completeness,
consistency and reliability of data. It also involves the process of preparing data for coding
and transfer to data storage. A more practical explanation is provided by Chisnall
(1997:399) namely that editing ensures that the information on the questionnaire or survey
forms is complete, accurate and consistent.

(a) Field editing

As explained in paragraph 1.12 above, the editing will involve a field editing and In-house
editing process. Zikmund (2003:454) indicates that field editing has the main purpose of
ensuring that there are no technical omissions on the questionnaires, to ensure that
handwriting is legible and to clarify responses which are logically or conceptually
inconsistent.

Field editing will be conducted on the same day as the day on which the interviews are
conducted as responses and interviewees will still be fresh in the mind of the fieldworkers,
enabling them to recall and deal with bad or unclear responses.

63
(b) In-house editing
In-house editing according to Zikmund (2003:454) is a further process of “rigorously
investigating” the results of the data collection after field editing has been completed. In-
house editing will be done in order to ensure that the results are accurate and any
inconsistencies will be investigated and followed up with respondents.

(c) Dealing with bad data

It is however likely that there may be some respondents who can perhaps be described as
“bad respondents”, who for some or another reason did not complete the questionnaire
properly for example respondents who were in a hurry when being interviewed, and which
resulted in inaccurate or incomplete data. As proposed by Lehmann (1989:360), the data
will either be fixed up by contacting the relevant individuals and clarifying their responses,
or alternatively the data will be used as it is and tabulated or recorded as inconsistent
responses. The inconsistent responses would possibly not severely distort the data as a
result of the relatively big sample frame to be used for this study. A third option proposed
by Lehmann (1989:361) is to throw out bad responses. This will only be done should there
be adequate “positive” responses to fulfill the required sample size.

The above scenarios will be discussed with the statistical consultation service at the
University of Johannesburg and the appropriate method selected.

3.10.2 Coding
Coding according to Zikmund (2003:457) is the process of “identifying and classifying each
answer with a numerical score or other character symbol”. These numerical symbols are
then used to transfer data from the survey to the computer. The definition provided by
McDaniel and Gates (1998:356) is similar to Zikmund namely that coding is the process of
“grouping and assigning numeric codes to the various responses to a particular question.

In line with the view of Chisnall (1997:400), the questionnaire will be tested through a pilot
stage, which will provide clarity on the amount of detailed classification of the data required.
The coding frames forming part of the questionnaire will therefore only be included in the

64
questionnaire once they have been properly tested. All closed-ended questions will be pre-
coded.

Chisnall (1997:400) further indicates that open questions can only be coded after a
thorough examination of a representative selection of completed forms, whereafter proper
categories can then be drawn and to which answers can then be allocated and coded.

3.10.3 Data entry

Data entry also known as keyboarding is defined by Zikmund (2003:736) as the process of
transferring data from a research project to computers. As indicated in paragraph 3.7.1, the
data entry process will also be undertaken by the statistical consultation service at the
University of Johannesburg and will be subject to a verification process.

3.10.4 Data analysis

Three forms of data analysis will be used, the first being descriptive analysis. Descriptive
analysis entails the transformation of raw data into a form that will make them easy to
understand (Zikmund, 2003:736). In the context of this study, descriptive analysis will
provide answers to questions like the frequency of visits to the relevant shopping centre by
residents in a specific area or the frequency of visits to a specific tenant by a certain age
group.

The second form of analysis would be bi-variate data analysis which is used when two
variables are simultaneously investigated using tests of differences or measures of
association between the two (Zikmund, 2003:734). The proposition to this study includes
the testing of more than one variable and the relationship between these variables and the
bi-variate data analysis technique would therefore be applied. In the contexts of this study
this would for example be the shopper behaviour patterns of working women as opposed to
non-working women within the framework of convenience shopping.

Multi-variate data analysis will also be applicable for the purpose of this study and can be
described as a statistical method that allows the simultaneous investigation of more than

65
two variables (Zikmund, 2003:739). In the context of the study, this would for example be
variables such as drive time to a shopping centre, distance from a shopping centre and the
size of a shopping centre and the effect of these variables on the patronage of a specific
centre.

The statistical consultation service at the University of Johannesburg have confirmed that
the actual editing and data capturing or coding process is outsourced to an external
organisation at no cost to students and that they also assist with the relevant analytical
techniques to analyse the data.

3.11 CONCLUSION

This chapter restated and further elaborated on the primary and secondary objectives of
the study and furthermore provided details on the research design with specific reference to
the research method, the collection of data, the sample to be used and the measurement
criteria. The construction of the questionnaire and the relevance of the various questions
forming part of the questionnaire were also discussed in detail. The final section of the
Chapter dealt with the process to be followed in terms of data analysis.

The next chapter will elaborate on the results of the research findings as per the
predetermined and stated primary and secondary objectives summarized in paragraphs
3.3, 1.3 and in accordance with the different research propositions as formulated in
paragraph 1.5.

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 CHAPTER 4

RESEARCH RESULTS

4.1 INTRODUCTION

This chapter will report on the results of the research conducted in accordance with the
research methodology and design as discussed in the previous chapter. The chapter will
mainly incorporate a discussion on the results of the questionnaires conducted as it formed
the primary basis of data collection. The results of the questionnaire will be discussed by
reporting on the answers provided by respondents on a question by question basis.

The sample and validity of the questionnaires will also be discussed as well as the
secondary research obtained which proved to be complimentary to the outcome of the
research results of this study. The secondary research collected will furthermore be
compared with the results of the primary research findings and deductions will be made
where applicable.

4.2 THE VALIDITY AND RELIABILITY OF RESULTS

For any research study to be successful, it is imperative that it be established that the
results are valid and reliable as discussed in paragraph 3.7.3 dealing with “measurement
criteria”.

Validity as described in paragraph 3.7.3 is defined by Zikmund (2003:302) as “the ability of

a scale or measuring instrument to measure what it is intended to measure”. Reliability is
furthermore defined by Zikmund (2003:300) as “the degree to which the results are free
from errors and whether there is consistency in the results”.

The questionnaire for this study was designed in such a way that from a face validity point
of view, it can be reasonably accepted that the results accurately reflect what the study

67
anticipated and intended to measure, within the framework of the study mostly being
exploratory in nature. Zikmund (2003:302) defines face or content validity as the subjective
agreement among professionals that the measurement instrument adequately measured
what it set out to measure.

Face validity was evaluated by members of the statistical consultation service at the
University of Johannesburg and it was established that the questionnaire did provide
accurate coverage of the objectives of the study as outlined in paragraph 3.3.

The reliability of the results was confirmed through the consistency in the answers provided
by the different respondents. The sample also allowed for different geographic areas as
well as different demographic profiles of respondents who participated in the study and thus
conform to the requirement as described by Zikmund (2003:300), that the same results
should be achieved across different situations in order for results to be reliable.

4.3 REPRESENTATIVENESS OF RESULTS

The sample size of the study was reduced to 210 respondents as a result of difficulty
experienced during the conducting of the fieldwork. This mostly related to the length of the
questionnaire and the unwillingness of respondents to participate as a result of the time it
took to complete the questionnaire, especially during the conducting of the intercept
interviews at Cresta Regional Shopping Centre.

The household interviews however proved to be more successful, possibly because

respondents were in a more relaxed state of mind within their own comfortable environment
where the availability of time to fully comprehend and complete the questionnaires was not
a barrier to participate in the study.

The key question under representativeness however is whether the sample is

representative of the population residing within the catchment areas of Cresta Shopping
Centre and also of the population who frequents the subject centre. The questionnaire did

68
provide for the recording of the suburbs within which respondents resided and the sample
could therefore be compared to the previously demarcated catchment areas as established
through secondary research conducted. The sample was found to be representative of the
patrons frequenting Cresta Shopping Centre.

The reliability of the sample will be further discussed in this chapter in question 18 which
deals with the area in which respondents reside, when reporting on the question by
question results.

4.4 QUESTION BY QUESTION RESULTS

The results of the responses to the questionnaires will be discussed by way of repeating
each individual question and then briefly repeating the relevance of the question as
discussed in chapter 3 as well as the responses to each question.

4.4.1 Qualification question

As discussed in paragraph 3.6.4 dealing with the survey population, it was imperative that a
screening question be added in order to ensure that the results of the questionnaire are not
distorted by factors which could affect the validity and reliability of the results.

The screening question as incorporated in the questionnaire made provision for the
exclusion of individuals who work at Cresta Shopping Centre as well as individuals younger
than 16 years and those who do not reside within the catchment area of Cresta Shopping
Centre, which through secondary research was established to be within an approximate 15
kilometer radius.

The exclusion of individuals working at the centre made provision for the fact that it seems
logical that these individuals would distort the sample as they would visit Cresta Shopping
Centre on a daily basis and would most probably do most of their shopping at the centre as
a result of it being the most convenient location. The reasoning behind the exclusion of
individuals younger than 16 years, was mainly as a result of these individuals most

69
probably not earning a fixed income and therefore being dependant on a parent or guardian
in terms of shopping destination and also when and how frequent shopping would be done.

The questionnaires in which respondents indicated that they do not fall within the criteria as
outlined in the screening question for participation in the study, were not included in the
batch of questionnaires which was forwarded for editing an coding. The screening question
furthermore instructed the respondent to not proceed further with the survey if they did not
meet the screening criteria and was therefore effective in ensuring that the sample is valid
and reliable.

4.4.2 Section A
The objective of Section A was to measure patronage behaviour within the framework of
the study which focused on the patronage of regional shopping centres and the patronage
of other more conveniently located shopping facilities within the catchment area of the
specific subject regional.

The questions in this section were designed to measure the frequency of visits to regional
shopping centres as well as convenience shopping centres and filling station outlets and to
thus establish a platform for measuring support for these different retail formats.

(a) Question 1
How often do you visit Cresta Shopping Centre?

The results in terms of the frequency of visits to Cresta Shopping Centre are illustrated in
Table 4.1.

The results of this question indicates that 64.4% of the respondents visit Cresta Shopping
Centre at lease once a week and that almost all of the respondents (96.6%) visit Cresta
Shopping Centre at least once a month. The frequency percentages were the highest for
patrons visiting the centre 2 to 3 times per week at 29.8%, with once a week (28.4%) and 2

70
to 3 times per month (26.9%) following closely thereafter. The patrons visiting Cresta
Shopping Centre on a daily basis was recorded at 6.3%.

Table 4.1: Frequency of visits to Cresta Shopping Centre

Valid Cumulative
Frequency Responses Percent Percent Percent
Daily 13 6.2% 6.3% 6.3%
2 to 3 times per
62 29.7% 29.8% 36.1%
week
Once a week 59 28.2% 28.4% 64.4%
2 to 3 times per
56 26.8% 26.9% 91.3%
month
Once a month 11 5.3% 5.3% 96.6%
Less than once a
7 3.3% 3.4% 100.0%
month
Total 208 99.5% 100%
Missing 1 .5%
Total 209 100%

(b) Question 2
Are you aware of any small convenience shopping centres that have been constructed
within the last 10 years in the area where you reside?

The respondent awareness with regard to the construction of small convenience shopping
centres within the past 10 years is illustrated in Table 4.2.

Table 4.2: Awareness of small convenience shopping centres constructed

Cumulative
Respondents Percent Valid Percent Percent
Yes 152 72.7% 74.1% 74.1%
No 53 25.4% 25.9% 100%
Total 205 98.1% 100%
Missing 4 1.9%
Total 209 100.%

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The results in Table 4.2 clearly indicates that 74.1% of the respondents are aware of small
convenience shopping centres constructed within the area where they reside with 25.9% of
respondents indicating that they are not aware.

Please indicate which small convenience centres if you are familiar with their names:

The response rate to this question was very low however some conclusions can be drawn
from the respondents who did complete the question.

Most of the responses to this question referred to the various convenience centres as listed
in question 3, which could indicate that some of the respondents returned to this question
after completing question 3 on the questionnaire. Some bias may therefore have occurred
in the form of a possible leading question with regard to the answer to this question albeit in
the phrasing of question 3. Zikmund (2003:336) defines a leading question as a question
which suggest or implies certain answers.

Some of the centres mentioned in the answer to the open ended response question were
however not mentioned in question 3. These include the following centres: Honeydew
Village, Eagles landing, Palm Court, Woolworths Centre on 14th Avenue, Worldwear,
Florida Junction, Mountain View Shopping Centre, Bergbron Shopping Centre, Beacon Isle,
Boskruin Shopping Centre, Ferndale Village, All Saints, Olivedale Centre, The Terrace
(Victory Park), Robindale Spar Centre, Hillcrest Centre, Wilropark Corner, Linden Square,
Canterburry Crossing and Mellville Shopping Centre.

The centres mentioned is an indication that most of the respondents understood what was
meant with the term “convenience shopping centre” even though some of the centres
mentioned were older than ten years.

(c) Question 3
How often do you visit smaller convenience shopping centres in the vicinity of Cresta? (e.g.
Blackheath Pavilion, L’Corro Shopping Centre, Appleby’s Market, RockCottage, Town

72
Square Shopping Centre, Fontainbleau Village Shopping Centre, Northcliff Square or any
other similar type convenience centre)

The results in terms of frequency of visits to small convenience shopping centres are
illustrated in Table 4.3.

Table 4.3: Frequency of visits to small convenience shopping centres

Cumulative
Respondents Percent Valid Percent Percent
Daily 20 9.6% 9.7% 9.7%
2 to 3 times per
63 30.1% 30.4% 40.1%
week
Once a week 43 20.6% 20.8% 60.9%
2 to 3 times per
28 13.4% 13.5% 74.4%
month
Once a month 19 9.1% 9.2% 83.6%
Less than once a
23 11% 11.1% 94.7%
month
Never 11 5.3% 5.3% 100%
Total 207 99% 100%
Missing 2 1.0
Total 209 100.0

The results summarised in Table 4.3 indicate that 60.9% of the respondents visits
convenience centres at least once a week, with 30.4% visiting convenience centres 2 to 3
times per week and 9.7% daily. The frequency percentage was the highest for 2 to 3 times
per week (30.4%) and once a week (20.6%).

(d) Question 4
How often do you visit a typical filling station outlet? (e.g. Engen Quickshop, Shell Select,
BP Express shop).

The results in terms of frequency of visits to filling station outlet stores is summarised in
Table 4.4.

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Table 4.4: Frequency of visits to filling stations
Cumulative
Respondents Percent Valid Percent Percent
Daily 5 2.4% 2.4% 2.4%
2 to 3 times per
30 14.4% 14.4% 16.8%
week
Once a week 43 20.6% 20.7% 37.5%
2 to 3 times per
34 16.3% 16.3% 53.8%
month
Once a month 39 18.7% 18.8% 72.6%
Less than once a
34 16.3% 16.3% 88.9%
month
Never 23 11% 11.1% 100%
Total 208 99.5% 100%
Missing 1 .5
Total 209 100.0

Table 4.4 illustrates that 37.5% of respondents visit filling station outlets/shops at least
once a week with 14.4% indicating that they visit filling station shops 2 to 3 times per week.
The percentage respondents visiting filling station outlets at least once and also 2 to 3
times per month collectively amounted to 35%. The respondents visiting filling stations less
than once a month as well as never amounted to 27.4% which is an indication that filling
station shopping is probably done on a necessity basis or only when respondents stop to
re-fuel their vehicles.

The answer to this question could also have been influenced, as indicated in the previous
paragraph, by the fact that the frequency of visits by shoppers could be distorted by the fact
that respondents have to stop at filling stations to fill up their vehicles and are thus
compelled to stop at a filling station at some point in time. Respondents could therefore
never visit filling station outlets other than when they are there to fill up the tanks of their
vehicles.

4.4.3 Section B
The objective of Section B of the questionnaire was to explore consumer behaviour related
to the patronage of the subject regional shopping centre namely Cresta Shopping Centre

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and the smaller convenience and garage type retail formats within the catchment area of
Cresta Shopping Centre.

The questions mainly related to the reasons or purposes for visiting a specific retail format
as well as the preference to visit a large regional shopping centre as opposed to a smaller
convenience outlet and vice versa.

(a) Question 5
For what reason/purpose would you typically visit Cresta Shopping Centre?

Question 5 was designed to obtain an indication as to the motives of patrons for visiting
Cresta Shopping Centre. The responses to the question asked as part of question 5
namely “When visiting Cresta Shopping Centre how often do you...?” are sumarised in
Table 4.5.

The numbers under the reference to the word “count” is the total number of respondents
who marked the specific alternative as provided for in the Table 4.5. The percentages
reflect the percentage of respondents who marked the specific option expressed as a
percentage out of the total responses to the specific alternative provided.

The alternative numbers in the scale which could have been selected by respondents was
explained as having the following meanings:

1 = never 2 = 20% to 40% of all visits

3 = 40% to 60% of all visits 4 = 60% to 80% of all visits
5 = Almost every visit

The various reasons/purposes for visiting Cresta Shopping Centre which scored the
highest in terms of every visit to the centre was visits to grocery stores (16.3%), clothing
and shoe stores (17.5%) and visits to restaurants and coffee shops (12.2%). These three
categories also scored the highest when grouping the responses together to reflect the

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categories 60% and above of all visits to the centre, at 29.1% for grocery shopping, 37.9%
for visiting fashion related tenants and 34.6% recorded for visits to food related tenants.

Table 4.5: Reasons for visiting Cresta Regional Shopping Centre

Never Every
Reason/purpose visit
1 2 3 4 5 Total
Visit grocery stores Count 47 63 34 26 33 203
% 23.2% 31.0% 16.7% 12.8% 16.3% 100.0%
Visit clothing or Count 4 69 55 42 36 206
shoe stores % 1.9% 33.5% 26.7% 20.4% 17.5% 100.0%
Visit restaurants/ Count 18 70 46 46 25 205
coffee shops % 8.8% 34.1% 22.4% 22.4% 12.2% 100.0%
Visit homeware/ Count 40 85 47 20 12 204
décor shops % 19.6% 41.7% 23.0% 9.8% 5.9% 100.0%
Visit hardware Count 129 50 14 3 1 197
stores % 65.5% 25.4% 7.1% 1.5% .5% 100.0%
Visit furniture and Count 85 86 22 6 3 202
appliance stores % 42.1% 42.6% 10.9% 3.0% 1.5% 100.0%
Visit the entertain- Count 40 84 40 33 8 205
ment facilities % 19.5% 41.0% 19.5% 16.1% 3.9% 100.0%
Visit beauty & Count 21 69 64 38 14 206
health stores % 10.2% 33.5% 31.1% 18.4% 6.8% 100.0%
Visit speciality Count 69 91 34 5 4 203
stores % 34.0% 44.8% 16.7% 2.5% 2.0% 100.0%
Visit service stores Count 46 66 54 27 13 206
stores % 22.3% 32.0% 26.2% 13.1% 6.3% 100.0%
Browse or Count 40 60 48 49 7 204
meet friends % 19.6% 29.4% 23.5% 24.0% 3.4% 100.0%
Visit the centre to Count 97 52 27 25 5 206
pay accounts % 47% 25.2% 13.1% 12.1% 2.4% 100.0%

The reasons or purposes which received the lowest scores were Hardware stores, which
65.5% of respondents indicated they never visit when visiting Cresta Shopping Centre and
Furniture and appliance stores which 42.1% of respondents indicated they never visit when
visiting Cresta Shopping Centre.

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(b) Question 6
Please list any other reason/purpose for visiting Cresta Shopping Centre:

The response rate to this question was also low, possibly as a result of the many
alternatives listed in Question 5 and the respondent not therefore wanting to spend any
more time having to think of any other possibilities as they are already covered in the
answers to Question 5. The intention of Question 6 was however to ensure that the
respondents have an opportunity to list any other reason/purpose not provided for in the
rating scale forming part of Question 5.

Some of the responses to this question included:

(i) Cresta Centre is being visited because of the medical facilities located at the centre.
(ii) For leisure and relaxation.
(iii) Cresta Shopping Centre offers good pension services and discounts.
(iv) To collect post from the post box facility.
(v) In order to attend promotional events especially during Christmas time.

(c) Question 7
For what reason/purpose would you usually visit a small convenience shopping centre
close to Cresta Shopping Centre?

The purpose of Question 7 was to establish the motives or reasons why respondents would
visit smaller convenience shopping centres located within the catchment area of Cresta
Shopping Centre. The responses to the question asked as part of question 7 namely
“When visiting a convenience shopping centre how often do you…….?” are sumarised in
Table 4.6.

The reference to “count” and “%” forming part of Table 4.6 bear the same meaning as per
the explanation provided under question 5 in this section.

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The ranges in the numeric scale forming part of Question 7, was kept similar to the ranges
which was attached to the numbers in Question 5 as follows:

1 = never 2 = 20% to 40% of all visits

3 = 40% to 60% of all visits 4 = 60% to 80% of all visits
5 = Almost every visit

Table 4.6: Reasons for visiting convenience shopping centre

Never Every
Reason/purpose visit
1 2 3 4 5 Total
Visit grocery stores Count 21 32 25 42 86 206
% 10.2% 15.5% 12.1% 20.4% 41.7% 100.0%
Visit clothing or Count 108 51 30 7 4 200
shoe stores % 54.0% 25.5% 15.0% 3.5% 2.0% 100.0%
Visit restaurants/ Count 54 60 52 28 11 205
coffee shops % 26.3% 29.3% 25.4% 13.7% 5.4% 100.0%
Visit homeware/ Count 103 59 24 13 1 200
décor shops % 51.5% 29.5% 12.0% 6.5% .5% 100.0%
Visit hardware Count 75 64 42 18 3 202
stores % 37.1% 31.7% 20.8% 8.9% 1.5% 100.0%
Visit furniture and Count 103 62 24 6 2 197
appliance stores % 52.3% 31.5% 12.2% 3.0% 1.0% 100.0%
Visit the entertain - Count 114 50 22 9 1 196
ment facilities % 58.2% 25.5% 11.2% 4.6% .5% 100.0%
Visit beauty & Count 80 59 37 23 4 203
health stores % 39.4% 29.1% 18.2% 11.3% 2.0% 100.0%
Visit speciality Count 132 47 15 3 3 200
stores % 66.0% 23.5% 7.5% 1.5% 1.5% 100.0%
Visit service Count 62 56 51 25 7 201
stores % 30.8% 27.9% 25.4% 12.4% 3.5% 100.0%
Browse or meet Count 80 52 48 18 6 204
friends % 39.2% 25.5% 23.5% 8.8% 2.9% 100.0%
Visit the centre to Count 133 29 25 10 3 200
pay accounts % 66.5% 14.5% 12.5% 5.0% 1.5% 100.0%

The results as summarised in Table 4.6 indicate that 41.7% of the respondents to the
survey visit convenience shopping centres for the purpose of doing grocery shopping every
time they visit the centre.

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The percentage for respondents visiting a convenience centre to do grocery shopping from
60% to 100% of the time was a remarkable 62.1%.

The closest category to grocery shopping in terms of reason/purpose for visiting a

convenience shopping centre was restaurants and coffee shops at 5.4% for every visit and
19.1% collectively for 60% and more of the time, when visiting a convenience shopping
centre.

The categories which scored the lowest in terms of reason/purpose for visiting a
convenience shopping centre was speciality stores (66%) and entertainment fascilities
(58.2%) with clothing and shoe stores (54%) and furniture and appliance stores (52.3%)
also scoring low in terms of never being visited.

(d) Question 8
For what reason would you usually visit a garage type outlet

As indicated in paragraph 3.9, this question was made an open ended response question in
order to reduce the time it would take to complete the questionnaire. This question was
poorly responded to however most of the reasons provided for visiting filling station outlets
related to the purchase of basic necessities like milk and bread as well as cigarettes and
lotto tickets, newspapers and magazines, braai wood, charcoal, ice, sweets and ice cream,
soft drinks and snacks, to withdraw money from ATM’s and to buy cell phone air time.

Some respondents also indicated that they visit garage type outlets on public holidays and
to make late night purchases when other stores are not open for trading. Responses to this
question also indicated that some respondents never visit garage type outlets as a result of
exorbitant prices.

(e) Question 9
I would rather go to Cresta Shopping Centre than a smaller convenience shopping centre
because …..

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The aim of this question was to determine possible reasons why respondents would prefer
to visit Cresta Shopping Centre instead of smaller convenience centres. The question was
in an ordinal scale form where the respondent had to rank their order of preference to a
number of alternatives provided, up to a maximum of 4. The responses to this question are
depicted in Table 4.7.

Table 4.7: Preference for visiting Cresta Shopping Centre as opposed to smaller
convenience centres
Not
Reasons for preferring to visit Cresta Marked Marked Total
The centre offers a variety of stores Count 32 177 209
% 15.3% 84.7% 100.0%
I can do all my shopping at one place (One stop
Count 66 143 209
shopping)
% 31.6% 68.4% 100.0%
I like the atmosphere Count 155 54 209
% 74.2% 25.8% 100.0%
Of the easy and sufficient parking Count 123 86 209
% 58.9% 41.1% 100.0%
Of the safe environment Count 157 52 209
% 75.1% 24.9% 100.0%
The centre offers something unique (Unique
Count 181 28 209
experience)
% 86.6% 13.4% 100.0%
The centre is very accessible Count 84 125 209
% 40.2% 59.8% 100.0%
The centre has long trading hours Count 79 130 209
% 37.8% 62.2% 100.0%
The centre offers a variety of entertainment Count 141 68 209
% 67.5% 32.5% 100.0%

As indicated in question 5 and 7 in this section, the reference to “count” in Table 4.7 relates
to the number of respondents who marked the specific corresponding option provided and
the percentage refers to the percentage marked out of a total of 100% for each option.

The main reasons marked by respondents as to why they would prefer to visit Cresta
Shopping Centre as opposed to a smaller convenience shopping centre are: (i) that Cresta
Shopping Centre offers a variety of stores (84.7%); (ii) that respondents could do all their

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 shopping at one place (68.4%) (iii) that the centre has long trading hours (62.2%) and (iv)
that the centre is very accessible (59.8%).

The reasons marked which scored the lowest were that Cresta Shopping Centre offers
something unique at 13.4% and that Cresta Shopping Centre offers a safe environment at
24.9% and that respondents liked the atmosphere at 25.8%. These numbers indicate that
Cresta Shopping Centre is possibly not perceived to be a safe environment and also that
the offering at Cresta Shopping Centre is not considered to be unique compared to other
retail facilities in the centres catchment area.

Question 9 included a further question for respondents to list any reasons not provided for
in the table on the questionnaire as follows:
Any other reason why you would rather go to Cresta Shopping Centre than a smaller
convenience shopping centre?

This question was poorly answered however some of the reasons provided were as
follows:

(i) Cresta Shopping Centre is centrally located between friends and is a good meeting
place.
(ii) For the purpose of visiting a specific store located within Cresta Shopping Centre.
(iii) Cresta Shopping Centre offers a lot of exclusivity.
(iv) Cresta Shopping Centre is preferred on rainy days because of the covered parking
offered.
(v) For the purpose of purchasing Cresta Shopping Centre gift vouchers.

The poor response rate could possibly be as a result of the alternatives provided for in the
table forming part of question 9 in the questionnaire (Appendix 2), covering most of the
reasons and respondents thus not deeming it necessary to provide any further rationale for
preferring to go to Cresta Shopping Centre. The length of the questionnaire as well as the

81
amount of time required to complete the questionnaire could also have been a contributing
factor.

(f) Question 10
I would visit smaller Convenience shopping centres in the vicinity of Cresta, instead of
Cresta Shopping Centre because …..

The aim of this question was to determine possible reasons why respondents to the survey
would be motivated to rather visit a smaller convenience shopping centre than visiting
Cresta Shopping Centre. Similar to Question 9, the respondents were again requested to
mark the four most important reasons in the table provided. The response to this question
is sumarised in Table 4.8.

The responses which scored the highest in terms of the possible reasons were that
respondents (i) save time by going to the smaller convenience centre (73.7%), (ii) that the
convenience centres are closer to the respondents’ residences (69.8%), (iii) that
respondents rather visit the smaller convenience centres to avoid overcrowded and
congested malls (52.2%) and (iv) because it is seen to be more convenient (51.7%).

The alternative provided on the questionnaire namely that “it is more convenient” could be
interpreted as a leading question as explained under question 2 in Section A (paragraph
4.4.2) of this chapter. The validity of the response is therefore questionable as the fact that
the question referred to convenience shopping centres might imply a certain answer, the
answer being that if it is called a convenience centre, it would suggest that it would be more
convenient. This alternative scoring (51.7%) could therefore be seen as biased however it
does not affect the overall validity of the other responses provided.

The other two reasons/alternatives which scored well was that respondents visit
convenience centres because of easy parking which was marked at 44.9% and the fact that
respondents possibly deal with a lot less traffic when traveling to a convenience shopping
centre, which also scored high at 43.4%.

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Table 4.8: Preference for visiting a smaller convenience shopping centre as
opposed to Cresta Shopping Centre
Reasons for preferring to visit a smaller Not
convenience centre Marked Marked Total
It is more convenient Count 99 106 205
% 48.3% 51.7% 100.0%
The smaller centre offers everything I need Count 194 11 205
% 94.6% 5.4% 100.0%
I save time Count 54 151 205
% 26.3% 73.7% 100.0%
Of easy parking Count 113 92 205
% 55.1% 44.9% 100.0%
And Count 192 13 205
% 93.7% 6.3% 100.0%
More convenient trading hours Count 188 17 205
% 91.7% 8.3% 100.0%
I prefer to buy less products and make more Count
163 42 205
frequent trips to the centre
% 79.5% 20.5% 100.0%
It is closer to my house Count 62 143 205
% 30.2% 69.8% 100.0%
Shorter walking distances between stores Count 164 41 205
% 80.0% 20.0% 100.0%
I do not have to deal with a lot of traffic Count 116 89 205
% 56.6% 43.4% 100.0%
I want to avoid having to visit overcrowded and Count
98 107 205
congested malls
% 47.8% 52.2% 100.0%

The second part of the question made provision for the respondents to state other reasons
why they would rather visit a smaller convenience shopping centre rather than Cresta
Shopping Centre. Some of the reasons listed where the following:

(i) Respondents indicated that they do not have to cross busy main roads with intersections
located in close proximity to Cresta Shopping Centre.
(ii) The fact that one does not pay for parking when visiting a smaller convenience shopping
centre.
(iii) Some respondents indicated that they do not feel safe at Cresta Shopping Centre.

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(iv) Personalised service is provided at smaller convenience centres as stores are owner
managed.
(v) Cresta Shopping Centre is located close to a taxi pick up spot.
(vi) Possibly because of better prices and value for money.
(vii) To visit speciality stores not found at Cresta Shopping Centre.

(g) Question 11
“I do not go to Cresta Shopping Centre because…”

The purpose of this open ended response question was to provide those respondents who
never visit Cresta Shopping Centre with an opportunity to state their reasons for not doing
so.

There was no response to this question and it would probably have been better to have this
question either forming part of the screening question at the beginning of the questionnaire
or removing it completely from the questionnaire.

The non-response to this question can however be interpreted that all of the respondents
who formed part of the survey do visit Cresta Shopping Centre at some point in time.

4.4.4 Section C
The objective of Section C was to establish the demographic profile of the respondents
participating in the study and to compare the profile to the previously established profile as
determined through secondary research. The rational for the comparison would be to
ensure that the sample used for this study is representative of the shopper profile of Cresta
Shopping Centre.

(a) Question 12
Please indicate your gender:

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Out of the total respondent who participated in the survey, 69.9% were female while 30.1%
were male.
This result is very much in line with secondary research conducted six months prior to this
specific survey during September 2006 by a market research company which indicated the
shopper profile of Cresta Shopping Centre to be 31% male and 69% female.

(b) Question 13
Please indicate your age:

The result of this question is summarized in Table 4.9.

Table 4.9: Age summary of respondents

Minimum Maximum Average
Responses Age Age Age
Please indicate your
208 18 88 43.72
age

The minimum age of the respondents who participated in the study was 18 years as
determined by the screening question at the beginning of the questionnaire. The eldest
respondent was 88 years. The calculated average age of the total of respondents was
43.72 years. This number compares well to the average age as determined by the
secondary research conducted six months prior to this study, which was 39 years.

(c) Question 14
What is your home language?

The results of this question are summarised in Table 4.10.

The majority of the respondents to the study were Afrikaans speaking at 49.8% of the total
responses to the question with English speaking respondents at 42.6% of the total
respondents. The rest of the languages combined amounted to 10.6% of the total
respondents to the survey.

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Table 4.10: Home language of respondents
Language spoken Respondents Total
English Count 89 209
% 42.6% 100.0%
Afrikaans Count 104 209
% 49.8% 100.0%
Asian Count 15 209
% 7.2% 100.0%
African Count 3 209
% 1.4% 100.0%
European Count 2 209
% 1.0% 100.0%
Other Count 2 209
% 1.0% 100.0%

The results of the secondary research conducted indicated that 43% of the shoppers who
participated in the research conducted previously were English speaking with 33%
Afrikaans speaking. It was furthermore indicated that the household language for people
residing within the catchment area of Cresta Shopping Centre indicated that 57% of the
respondents were English speaking, 32% Afrikaans speaking with 11% speaking African
and other languages.

The combined total of Afrikaans and English speaking respondents of this study (92.4%) is
in line with the combined total of the Afrikaans and English speaking individuals (89%) as
determined by the secondary research. The other languages also compared favourably at
10.6% compared to the secondary research at 11%. It should further be noted that 6
respondents who participated in this study marked more than one language as a home
language.

(d) Question 15
Please indicate as per your household: (i) number of cars; (ii) number of earners, (iii)
number of people.

The results to this question are depicted in Tables 4.11, 4.12 and 4.13.

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Most of the respondents to the survey indicated that they have at least one car with only
2.9% of respondents indicating that they do not have a car. The respondents with two
vehicles per household amounted to 43.9% and the cumulative percentage for households
earning two vehicles or less was 67.3%. The percentages declined onwards from
households who have three cars or more as indicated in Table 4.11.

Table 4.11: Number of cars per household

Valid Cumulative
Amount of cars Frequency Percent Percent Percent
0 6 2.9% 2.9% 2.9%
1 48 23.0% 23.4% 26.3%
2 90 43.1% 43.9% 70.2%
3 34 16.3% 16.6% 86.8%
4 21 10% 10.2% 97.1%
5 5 2.4% 2.4% 99.5%
6 1 0.5% 0.5% 100%
Total 205 98.1% 100%
Mising 4 1.9%
Total 209 100%

The deduction can therefore be made that the majority of households within the catchment
area of the Cresta Shopping Centre own at least one or two cars.

Table 4.12: Number of earners per household

Cumulative
Number of Earners Respondents Percent Valid Percent Percent
0 3 1.4% 1.5% 1.5%
1 57 27.3% 27.8% 29.3%
2 110 52.6% 53.7% 82.9%
3 26 12.4% 12.7% 95.6%
4 8 3.8% 3.9% 99.5%
5 1 0.5% 0.5% 100%
Total 205 98.1% 100%
Missing 4 1.9%
Total 209 100%

Most of the respondents indicated that there are two people earning an income within each
household at 53.7%. Table 4.12 further indicates that a cumulative total of 81.4% of the

87
respondents had at least one or two earners in the household and that 17.1% of the
respondents indicated that there where three or more earners within their households. This
is possibly children who are earning an income but are still living with their parents.

A total of 1.5% of the respondents indicated that there are no earners in the household
which is probably more as a result of retired individuals or pensioners than as a result of
unemployment.

Table 4.13: Number of people per household

Cumulative
Number of people Respondents Percent Valid Percent Percent
1 23 11.0% 11.1% 11.1%
2 56 26.8% 27.1% 38.2%
3 34 16.3% 16.4% 54.6%
4 73 34.9% 35.3% 89.9%
5 15 7.2% 7.2% 97.1%
6 3 1.4% 1.4% 98.6%
7 3 1.4% 1.4% 100%
Total 207 99% 100%
Missing 2 1%
Total 209 100.0

The number of people per household which scored the highest was those with two people
per household (27.1%) and those with four people per household (35.3%). Table 4.13
further indicates that 16.4% of the respondents had three people in their household with
single individuals per household recorded at 11.1%.

The deduction which can be made is that the 27.1% indicated for two people per household
either represent married couples with no children or either married couples with children
who have already left the house, the so-called empty nest life stage.

A further deduction could be that most of the households are parents with two or three
children or parents with one child, the so-called full nest life stage which cumulatively
amounts to 58.9% of the respondents. This compares well to the percentage indicated in
the secondary research conducted six months prior to this study, which indicates that 52%

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of the households within the catchment area of Cresta Shopping Centre are in the full nest
life cycle stage.

(e) Question 16
Please indicate your area of occupation

The results to this question is summarised in Table 4.14.

Table 4.14: Area of occupation of respondents

Cumulative
Area of occupation Respondents Percent Valid Percent Percent
Management 30 14.2% 14.4% 14.4%
Sales 10 4.7% 4.8% 19.1%
Clerical 25 11.8% 12% 31.1%
Production 8 3.8% 3.8% 34.9%
Transport 5 2.4% 2.4% 37.3%
Technical 7 3.3% 3.3% 40.7%
Service 15 7.1% 7.2% 47.8%
Pensioner 18 8.5% 8.6% 56.5%
Unemployed 2 0.9% 1% 57.4%
Student 8 3.8% 3.8% 61.2%
Housewife 19 9.0% 9.1% 70.3%
Labourer/Domestic 5 2.4% 2.4% 72.7%
Other 57 26.9% 27.3% 100%
Total 209 98.6% 100%
Missing 3 1.4%
Total 212 100%

The largest percentages in terms of occupation were respondents who indicated that they
are largely employed as management at 14.4% and 12% indicated that they were in clerical
positions. Two other areas of occupation which came out strong were respondents who
indicated that they were housewives at 9.1% and pensioners which amounted to 8.6% of
the respondents. A large amount of respondents (27.3%) marked the other category which
included the following areas of occupation: Lawyers and attorneys, teachers and lecturers,
bankers, personal assistants, librarians, marketing, ministers of religion, au pairs, architects
and graphic designer, researchers, retailers and information technology specialists.

89
It is clear from the many responses received under the category named “other” that some
of the respondents might have misinterpreted the question to mean actual occupation
rather than area of occupation as some of the responses provided under other, could have
been included in some of the categories provided. It would however have been best to
have had another category called “Education” as almost 50% of the respondents who
marked the “other” category were either teachers or lecturers.

(f) Question 17
What is the total monthly income of your household before any deductions? (Gross
Income)

The responses to this question are detailed in Table 4.15.

Table 4.15: Monthly Gross Income of respondents

Gross income before Valid Cumulative
deductions Respondents Percent Percent Percent
Up to R 5 000 per month 23 11% 12.6% 12.6%
R 5 001 to R 10 000 per month 31 14.8% 16.9% 29.5%
R 10 001 to R 15 000 per month 23 11% 12.6% 42.1%
R 15 001 to R 20 000 per month 21 10% 11.5% 53.6%
R 20 001 to R 25 000 per month 16 7.7% 8.7% 62.3%
R 25 001 to R 30 000 per month 9 4.3% 4.9% 67.2%
R 30 001 to R 35 000 per month 9 4.3% 4.9% 72.1%
R 35 001 to R 40 000 per month 13 6.2% 7.1% 79.2%
R 40 001 to R 50 000 per month 16 7.7% 8.7% 88%
R 50 001 to R 60 000 per month 9 4.3% 4.9% 92.9%
R 60 001 to R 75 000 per month 8 3.8% 4.4% 97.3%
R 75 001 to R 100 000 per month 2 1% 1.1% 98.4%
> R 100 000 per month 3 1.4% 1.6% 100%
Total 183 87.6% 100%
Missing 26 12.4%
Total 209 100.0

The majority of respondents indicated a gross household income of between R 5,000 to

R20,000 per month which cumulatively amounted to 41%. What is also significant to note is
that the total cumulative percentage of households who earn above R 20,000 per month

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amounted to 46.3%. It is clear from the above that Cresta Shopping Centre has a very
affluent shopper base. This also compares well to the secondary research conducted six
months previous to this study which also indicates that the catchment area and suburbs
surrounding Cresta Shopping Centre is mostly populated by higher income groups. A total
of 12.4% of the respondents to the questionnaire did not complete this question.

(g) Question 18
Please indicate the number of years you have resided at your current address and the
number of years you have been a shopper at Cresta Shopping Centre:

The results of this question are briefly described in Table 4.16. The aim of this question
was to attempt to determine the loyalty of shoppers to Cresta Shopping Centre.

Table 4.16: Number of years residing in catchment area and shopping at Cresta
Shopping Centre
Minimum Maximum Average
Number of amount of amount of amount of
Responses years years years
You have resided at your
202 0 51 10.43
current address
You have been a shopper at
178 1 34 12.57
Cresta

The minimum amount of years marked for residing at their current address was less than
one year and the maximum was marked at 51 years. Of importance however, is the
average amount of years out of the total respondents who answered this question, which
was 10.43 years.

The fact that the average amount of years which respondents who completed the question
have indicated that they have shopped at Cresta Shopping Centre (12.57 years), is even
higher than the average amount of years (10.43 years) that they have resided at their
current addresses, is an even better indication that Cresta Shopping Centre receives loyal
support from its shoppers. It should however be kept in mind that some respondents might

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have relocated to addresses still within the catchment area of the centre during the time
indictaed on the questionnaire.

(h) Question 19
Please indicate the suburb where you currently reside:

The main purpose of this question was to ensure that the sample was representative of
respondents who reside within the previously identified catchment area of Cresta Shopping
Centre as demarcated through secondary research previously conducted as explained
under paragraph 3.5.2.2. The results of this question are sumarised in Table 4.17.

Table 4.17: Suburbs where respondents reside in alphabetical order

Cumulative
Various suburbs Respondents Percent Valid Percent Percent
Albertsville 1 0.5% 0.5% 0.5%
Aldara park 5 2.4% 2.5% 3.0%
Allens nek 1 0.5% 0.5% 3.4%
Auckland park 2 1.0% 1.0% 4.4%
Berario 12 5.7% 5.9% 10.3%
Bergbron 1 0.5% 0.5% 10.8%
Blackheath 9 4.3% 4.4% 15.3%
Blairgowrie 2 1.0% 1.0% 16.3%
Bosmont 1 0.5% 0.5% 16.7%
Constantia kloof 2 1.0% 1.0% 17.7%
Cresta 14 6.7% 6.9% 24.6%
Crosby 5 2.4% 2.5% 27.1%
Darrenwood 6 2.9% 3.0% 30.0%
Fairland 21 10.0% 10.3% 40.4%
Florida hills 3 1.4% 1.5% 41.9%
Florida park 2 1.0% 1.0% 42.9%
Fonteinbleau 2 1.0% 1.0% 43.8%
Fourways 1 0.5% 0.5% 44.3%
Fulland park 1 0.5% 0.5% 44.8%
Greymont 3 1.4% 1.5% 46.3%
Hillbrow 5 2.4% 2.5% 48.8%
Honey hills 1 0.5% 0.5% 49.3%
Honeydew 3 1.4% 1.5% 50.7%
Johannesburg 1 0.5% 0.5% 51.2%
Kelland x1 1 0.5% 0.5% 51.7%

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Kesington B 1 0.5% 0.5% 52.2%
Linden 24 11.5% 11.8% 64.0%
Melville 2 1.0% 1.0% 65.0%
Montgomery park 1 0.5% 0.5% 65.5%
Newlands 1 0.5% 0.5% 66.0%
Northcliff 18 8.6% 8.9% 74.9%
Randpark 5 2.4% 2.5% 77.3%
Randburg 7 3.3% 3.4% 80.8%
Risidale 4 1.9% 2.0% 82.8%
Robin hills 1 0.5% 0.5% 83.3%
Robindale 6 2.9% 3.0% 86.2%
Roodepoort 2 1.0% 1.0% 87.2%
Rooseveldt park 6 2.9% 3.0% 90.1%
Sharonlea 1 0.5% 0.5% 90.6%
Strubens valley 1 0.5% 0.5% 91.1%
Sundowner 1 0.5% 0.5% 91.6%
Triomf 1 0.5% 0.5% 92.1%
Weltevreden park 7 3.3% 3.4% 95.6%
Westdene 2 1.0% 1.0% 96.6%
Windsor east 5 2.4% 2.5% 99.0%
Windsor west 2 1.0% 1.0% 100%
Total 203 97.1% 100%
Missing 6 2.9%
Total 209 100%

The sample as reflected in Table 4.17 is representative of the catchment area of Cresta
Shopping Centre as the overwhelming majority of suburbs fall within the demarcated
primary, secondary and tertiary catchment areas as previously determined by secondary
research. Suburbs such as Berario, Cresta, Fairland, Linden and Northcliff, which are very
close to Cresta Shopping Centre also show the highest number of respondents to the
survey.

It should be noted that a small number of the respondents do not reside within the
catchment area of Cresta Shopping Centre, however in the open-ended questions forming
part of the questionnaire, it was indicated that some respondents prefer to shop at Cresta
Shopping Centre because it is close to their workplace. It is therefore possible that the
respondents who indicated their residence as being outside of Cresta Shopping Centre’s

93
catchment area, are currently working close to Cresta Shopping Centre and therefore visit
the centre as a result thereof.

4.5 CONCLUSION
This chapter reported on the results of the survey conducted as part of the execution of this
study. The findings as per the results of the questionnaires completed were discussed on a
question by question basis and the results were compared to secondary research
previously conducted in order to confirm the validity of the sample.

The next chapter will present the conclusions and findings based on the results of the study
as summarised in this chapter, in line with the primary and secondary objectives as
discussed in paragraph 3.3. Chapter 5 will furthermore include recommendations for future
research.

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 CHAPTER 5

CONCLUSION AND RECOMENDATIONS FOR FUTURE RESEARCH

5.1 INTRODUCTION
The purpose of this chapter is to summarise the results of this study and to provide
recommendations for future research as identified during the execution of this study. The
chapter will also report on the findings of this study in relation to the primary and secondary
objectives as identified in paragraph 3.3.

5.2 PRIMARY AND SECONDARY RESEARCH OBJECTIVES

The primary research objective of this study was to determine the impact of the
development of convenience shopping centres within the catchment area of a large
regional shopping centre on the patronage of the regional shopping centre and to measure
the effect thereof.

The primary and secondary objectives were derived from the propositions as stated in
paragraph 1.5. The propositions were the following:

P1: The increased development of neighbourhood convenience shopping centres

within the catchment areas of regional shopping centres leads to a decrease in
patronage or frequency of visits to the regional shopping centres.

P2: Regional shopping centres and neighbourhood convenience shopping centres

and other convenience retail outlets compete directly in terms of patronage as a
result of the element of convenience.

The secondary research objectives were formulated with the aim of providing additional
findings and support to the main finding related to the primary objective of the study. The
intention with the secondary objectives was furthermore to provide information on shopper

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patronage behaviour and possible patronage motives to the owners of and investors in
regional shopping centres and smaller convenience shopping centres.

5.3 CONCLUSIONS AND IMPLICATION

5.3.1 Findings linked to the primary objectives

The key findings linked to the primary objective of this study are those related to the
frequency of visits to the subject regional shopping centre and the convenience shopping
centres located within the catchment area of the regional shopping centre.

Table 5.1 is a cross-tabulation of the frequency of visits to Cresta Shopping Centre and the
frequency of visits to smaller convenience shopping centres located within the catchment
area of Cresta Shopping Centre. Zikmund (2003:476) defines “cross-tabulation” as “the
organizing of data by groups, categories, or classes to facilitate comparisons; a joint
frequency distribution of observations on two or more sets of variables”.

The results of the cross-tabulation as sumarised in Table 5.1 are provided on the same
scale measurement basis as it was formulated in the relevant questions in the
questionnaire (refer to Appendix 2). The results in Table 5.1 did not provide any noticeable
or significant trend from which a specific conclusion could be derived at in terms of
patronage to both convenience shopping centres and the subject regional shopping centre.
This could possibly be as a result of the size of the sample being too small to formulate any
definite finding.

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 Table 5.1: Detailed cross-tabulation of visits to Cresta Shopping Centre and other
smaller Convenience shopping centres

How often do you visit smaller

convenience shopping centres in the
vicinity of Cresta?
Less
2 to 3 2 to 3 than
times times Once once
per Once a per a a
Daily week week month month month Never Total
Count 1 6 1 0 2 1 2 13
% within How often do you visit Cresta? 7.7% 46.2% 7.7% .0% 15.4% 7.7% 15.4% 100%
Daily
% within How often do you visit smaller
convenience shopping centres? 5.0% 9.4% 2.3% .0% 10.5% 4.3% 18.2% 6.2%

% of Total .5% 2.9% .5% .0% 1.0% .5% 1.0% 6.2%

7 11 14 14 7 8 2 63
Count
2 to 3 % within How often do you visit Cresta? 11.1% 17.5% 22.2% 22.2% 11.1% 12.7% 3.2% 100%
times
% within How often do you visit smaller
per 35.0% 17.2% 31.8% 48.3% 36.8% 34.8% 18.2% 30.0%
convenience shopping centres?
week
Visits to Cresta Regional Shopping Centre

% of Total 3.3% 5.2% 6.7% 6.7% 3.3% 3.8% 1.0% 30.0%

5 24 11 9 4 6 0 59
Count
Once a % within How often do you visit Cresta? 8.5% 40.7% 18.6% 15.3% 6.8% 10.2% .0% 100%
week % within How often do you visit smaller
convenience shopping centres? 25.0% 37.5% 25.0% 31.0% 21.1% 26.1% .0% 28.1%

% of Total 2.4% 11.4% 5.2% 4.3% 1.9% 2.9% .0% 28.1%

6 16 14 5 5 6 5 57
Count
2 to 3 % within How often do you visit Cresta? 10.5% 28.1% 24.6% 8.8% 8.8% 10.5% 8.8% 100%
times % within How often do you visit smaller
per convenience shopping centres? 30.0% 25.0% 31.8% 17.2% 26.3% 26.1% 45.5% 27.1%
month
% of Total
2.9% 7.6% 6.7% 2.4% 2.4% 2.9% 2.4% 27.1%

1 2 3 0 1 2 2 11
Count
Once a % within How often do you visit Cresta? 9.1% 18.2% 27.3% .0% 9.1% 18.2% 18.2% 100%
month % within How often do you visit smaller
convenience shopping centres? 5.0% 3.1% 6.8% .0% 5.3% 8.7% 18.2% 5.2%

% of Total .5% 1.0% 1.4% .0% .5% 1.0% 1.0% 5.2%

0 5 1 1 0 0 0 7
Count
Less % within How often do you visit Cresta? .0% 71.4% 14.3% 14.3% .0% .0% .0% 100%
than % within How often do you visit smaller
once a convenience shopping centres? .0% 7.8% 2.3% 3.4% .0% .0% .0% 3.3%
month
% of Total .0% 2.4% .5% .5% .0% .0% .0% 3.3%
Count 20 64 44 29 19 23 11 210
% within How often do you visit Cresta? 9.5% 30.5% 21.0% 13.8% 9.0% 11.0% 5.2% 100%
Total
% within How often do you visit smaller 100.0 100.0 100.0 100.0
convenience shopping centres? 100% 100% 100% 100%
% % % %
% of Total 9.5% 30.5% 21.0% 13.8% 9.0% 11.0% 5.2% 100%

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Following the indefinite result as shown in Table 5.1, the Table was adjusted to reflect only
the visits to both retail formats on a “at least once a week” basis and a “less than once a
week” basis in order to establish whether this could possibly lead to a definite finding with
regard to patronage. The results of this quadrant analysis cross-tabulation are summarized
in Table 5.2. Zikmund (2003:479) defines quadrant analysis as “a variation of the cross-
tabulation table in which responses to two rating scale questions are plotted in four
quadrants on a two-dimensional table”.

Table 5.2: Quadrant analysis of visits to Cresta Shopping Centre and other smaller
convenience shopping centres
Other: At least Other: Less than Total
once a week once a week
Cresta: At least Count: 80 Count: 55 Count: 135
once a week
%: 38.1% %: 26.2% %: 64.3%
Cresta: Less than Count: 48 Count: 27 Count: 75
once a week
%: 22.9% %: 12.8% %: 35.7%
Total Count: 128 Count: 82 Count: 210
%: 61.0% %: 39.0% %: 100%

Table 5.2 indicates that there is no significant preference for visiting Cresta Shopping
Centre as opposed to other smaller convenience shopping centres located within the
catchment area of Cresta Shopping Centre.

A total of 38.1% of the respondents who participated in the study indicated that they visit
Cresta Shopping Centre as well as a smaller convenience shopping centre at least once a
week.

Table 5.2 further indicates that a total of 26.2% of the respondents indicated that they visit
Cresta Shopping Centre once a week but other smaller convenience centres less than
once a week. Of the total of respondents who participated in the study, 22.9% indicated
that they visit Cresta Shopping Centre less than once a week, as opposed to visiting a

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smaller convenience shopping centre at least once a week. Of the respondents, 12.8%
indicated that they visit Cresta Shopping Centre and other smaller convenience shopping
centres less than once a week.

Table 5.3: Detailed cross-tabulation of visits to Cresta Shopping Centre and typical
filling station outlets

How often do you visit at a typical filling station

outlet?
2 to 3 2 to 3 Less
times Once times Once than
per a per a once a
Daily week week month month month Never Total
Count 5 20 27 25 24 20 14 135
% within How often do
you visit Cresta 100.0
3.7% 14.8% 20.0% 18.5% 17.8% 14.8% 10.4%
%
Visit to Cresta Shopping Centre

Shopping Centre?
At least % within How often do
once you visit a typical 100.
66.7% 60.0% 73.5% 61.5% 58.8% 60.9% 64.3%
a week filling station outlet? 0%

% of Total
2.4% 9.5% 12.9% 11.9% 11.4% 9.5% 6.7% 64.3%

Count 0 10 18 9 15 14 9 75
% within How often do
you visit Cresta 100.0
.0% 13.3% 24.0% 12.0% 20.0% 18.7% 12.0%
Shopping Centre? %
More than
once % within How often do
a week you visit a typical .0% 33.3% 40.0% 26.5% 38.5% 41.2% 39.1% 35.7%
filling station outlet?
% of Total .0% 4.8% 8.6% 4.3% 7.1% 6.7% 4.3% 35.7%
Count 5 30 45 34 39 34 23 210
% within How often do
you visit Cresta 100.0
2.4% 14.3% 21.4% 16.2% 18.6% 16.2% 11.0%
Shopping Centre? %

Total % within How often do

you visit a typical 100. 100.0 100.0 100.0 100.0
100.0% 100.0% 100.0%
filling station outlet? 0% % % % %

% of Total 100.0
2.4% 14.3% 21.4% 16.2% 18.6% 16.2% 11.0%
%

Table 5.3 is a cross – tabulation between the frequency of visits to Cresta Shopping Centre
and visits to filling station type outlets. Table 5.4 is a quadrant analysis of the results as
detailed in Table 5.3

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Table 5.4: Quadrant analysis of visits to Cresta Shopping Centre and typical filling
station type outlet
Filling station: At Filling station: Less Total
least once a week than once a week
Cresta: At least Count: 52 Count: 83 Count: 135
once a week
%: 24.7% %: 39.5% %: 64.3%
Cresta: Less than Count: 28 Count: 47 Count: 75
once a week
%: 13.3% %: 22.4% %: 35.7%
Total Count: 80 Count: 130 Count: 210
%: 38.1 %: 61.9% %: 100%

As indicated by Table 5.4, a total of 24.7% of the respondents to the surveys indicated that
they visit Cresta Shopping Centre and a filling station outlet at least once a week. A total of
39.5% of respondents indicated that they visit Cresta Shopping Centre at least once a
week but that they visit filling station type outlets less than once a week. A total of 13.3% of
respondents indicated that they visit Cresta Shopping Centre less than once a week and a
filling station type outlet at least once a week.

5.3.1.1 Finding 1
The main finding is therefore that the respondents to the study equally supports
Cresta Shopping Centre and other smaller convenience shopping centres as the
total visits to each retail format differ with less than 5%. The support indicates 64.3%
in favour of Cresta Shopping Centre and 61.0% in favour of smaller convenience
shopping centres.

The respondents were asked to mention the smaller convenience centres as part of an
open ended response questions but the questionnaire however did not make provision for
quantifying the support for each smaller shopping centre mentioned by the respondents.
The support for Cresta Shopping Centre was therefore measured against the support for a
collective number of smaller convenience shopping centres varying in number of shops as
well as general lettable area.

100
The development of smaller convenience shopping centres within the catchment area of a
regional shopping centre therefore has a significant influence on the regional shopping
centre as the market equally supports both. Cresta Shopping Centre therefore receives
more or less one of two visits to a shopping facility whereas this could have been higher,
were these smaller convenience centres not present/constructed.

A further significant finding is that a regional shopping centre receives a significant

preference of support to a filling station type outlet as can be seen from the results
as summarised in Table 5.4.

It is probable that this is mainly as a result of the limited offering of typical filling station type
outlets in comparison to the variety of stores at Cresta Shopping Centre. The introduction
of these filling station type outlets over the past few years has therefore had a limited effect
on Cresta Shopping Centre and its patronage.

5.3.2 Findings to the secondary objectives

The secondary objectives to this study was summarised in paragraph 3.3.2. The secondary
objectives as well as the main findings with regard to these secondary objectives can be
listed as follows:

Objective 2: Establish whether patrons who support large regional shopping centres are
aware of the increase in the various new forms of retail constructed within the catchment
area of the regional over the past ten years.

5.3.2.1 Finding 2
A large number of consumers indicated that they are aware of the increase in the
new retail offerings within the areas in which they reside over the past ten years. The
study results showed that 74% of the respondents were aware of smaller
convenience shopping centres constructed within the areas in which they reside.
The finding is therefore that there is a high and significant awareness level among
consumers.

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Objective 3: Determine the reasons and for what type of purchases or services a shopper
would typically visit a convenience retail outlet located within the catchment area of a
regional shopping centre as well as the reasons and type of purchases related to a regional
shopping centre and whether the reasons and type of purchases differ for each.

Table 5.5 and 5.6 is a cross-tabulation of reasons or purposes for which a respondent
would choose to visit Cresta Shopping Centre as opposed to smaller convenience
shopping centres in the catchment area of Cresta. Table 5.5 and 5.6 clearly indicates the
areas in terms of reasons for visits, where the two retail types compete and where there is
a preference to frequent the one above the other.

5.3.2.2 Finding 3
(a) Convenience shopping centres are preferred for grocery shopping rather than
visiting a regional shopping centre by a substantial margin. This is an area where
regional shopping centres and convenience shopping centres compete fiercely.

(b) Regional shopping centres remain the preferred destination for fashion, visiting
restaurants and coffee shops as well as visiting homeware and décor stores.
Convenience shopping centres are not preferred for clothing and shoe
purchases, however restaurants and coffee shops as well as homeware stores do
receive some support.

(c) Regional shopping centres are not visited for the purpose of doing hardware
shopping but smaller convenience shopping centres do receive a small
percentage of preference in terms of visiting hardware stores.

(d) Furniture and appliance stores as well as speciality stores are equally visited
among the regionals and convenience centres however both have a small
percentage preference in terms of reasons for visiting and furniture and
appliance shopping is therefore mostly done elsewhere.

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Table 5.5: Detailed cross-tabulation of reasons or purpose of visits to Cresta
Shopping Centre compared to other smaller convenience shopping
centres

Percentage of visit
Never 20% 40% 60% Every
to to to visit
40% 60% 80%
Visit grocery stores Cresta 23.2% 31% 16.7% 12.8% 16.3%
Convenience outlets 10.2% 15.5% 12.1% 20.4% 41.7%
Visit clothing or shoe Cresta 1.9% 33.5% 26.7% 20.4% 17.5%
stores Convenience outlets 54% 25.5% 15% 3.5% 2%
Visit restaurants/ Cresta 8.8% 34.1% 22.4% 22.4% 12.2%
coffee shops Convenience outlets 26.3% 29.3% 25.4% 13.7% 5.4%
Visit Homeware/ Cresta 19.6% 41.7% 23% 9.8% 5.9%
Reason or purpose of visit

décor shops Convenience outlets 51.5% 29.5% 12% 6.5% 0.5%

Visit Hardware Cresta 65.5% 25.4% 7.1% 1.5% 0.5%
stores Convenience outlets 37.1% 31.7% 20.8% 8.9% 1.5%
Visit Furniture and Cresta 42.1% 42.6% 10.9% 3% 1.5%
appliance stores Convenience outlets 52.3% 31.5% 12.2% 3% 1%
Visit entertainment Cresta 19.5% 41% 19.5% 16.1% 3.9%
facilities Convenience outlets 58.2% 25.5% 11.2% 4.6% 0.5%
Visit Beauty and Cresta 10.2% 33.5% 31.1% 18.4% 6.8%
health stores Convenience outlets 39.4% 29.1% 18.2% 11.3% 2%
Visit speciality Cresta 34% 44.8% 16.7% 2.5% 2%
stores Convenience outlets 66% 23.5% 7.5% 1.5% 1.5%
Visit service Cresta 22.3% 32% 26.2% 13.1% 6.3%
stores Convenience outlets 30.8% 27.9% 25.4% 12.4% 3.5%
Browse or meet Cresta 19.6% 29.4% 23.5% 24% 3.4%
friends Convenience outlets 39.2% 25.5% 23.5% 8.8% 2.9%
Visit centre to pay Cresta 47.1% 25.2% 13.1% 12.1% 2.4%
accounts Convenience outlets 66.5% 14.5% 12.5% 5% 1.5%

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Table 5.6: Summarised cross-tabulation of reasons or purpose of visits to Cresta
Shopping Centre compared to other smaller convenience shopping
centres

Percentage of visit
Less than 60% More than
of the time 60% of the
time
Visit grocery stores Cresta centre 70.9% 29.1%
Convenience outlets 37.9% 62.1%
Visit clothing or shoe Cresta centre 62.1% 37.9%
stores Convenience outlets 94.5% 5.5%
Reason or purpose of visit

Visit restaurants/coffee Cresta centre 65.4% 34.6%

shops Convenience outlets 80.9% 19.1%
Visit Homeware/Décor Cresta centre 84.3% 15.7%
shops Convenience outlets 93% 7%
Visit Hardware stores Cresta centre 98% 2%
Convenience outlets 89.6% 10.4%
Visit Furniture and Cresta centre 95.5% 4.5%
Appliance stores Convenience outlets 96% 4%
Visit entertainment facilities Cresta centre 80% 20%
Convenience outlets 94.9% 5.1%
Visit Beauty and Health Cresta centre 74.8% 25.2%
stores Convenience outlets 86.7% 13.3%
Visit speciality stores Cresta centre 95.5% 4.5%
Convenience outlets 97% 3%
Visit service stores Cresta centre 80.6% 19.4%
Convenience outlets 84.1% 15.9%
Browse or meet friends Cresta centre 72.6% 27.4%
Convenience outlets 88.3% 11.7%
Visit centre to pay accounts Cresta centre 85.5% 14.5%
Convenience outlets 93.5% 6.5%

(e) Regional shopping centres receive substantially more preference above smaller
convenience shopping centres in terms of visiting beauty and health stores as
well as entertainment facilities. This could be as a result of smaller convenience
shopping centres mostly not offering any entertainment facilities.

(f) Regional shopping centres and smaller convenience centres receive equal
preference for visits to service stores.

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(g) Regional shopping centres are preferred by a substantial margin above smaller
convenience shopping centres for browsing and meeting friends as well as doing
banking.

(h) The overall finding in terms of preference of visits is that smaller convenience
shopping centres do not have the critical mass to draw shoppers similar to that
of regional shopping centres in terms of centre offering. Convenience shopping
centres however are mostly supported and preferred above regional shopping
centres for purposes of doing grocery shopping and are also well supported in
terms of services stores and restaurant and coffee shops.

Objective 4: Determine whether there are any other non-product or service related
reasons why a shopper would visit a regional shopping centre or smaller convenience
shopping centre.

5.3.2.3 Finding 4
Table 4.7 provides an indication of the preferences and specific reasons why shoppers
prefer to visit regional shopping centres.

The reasons were:

(a) The regional shopping centre offers a large variety of stores.
(b) The regional shopping centre provides a facility where shoppers can do all their
shopping at one particular place.
(c) The regional shopping centre is very accessible. From this, the conclusion can be
made that shoppers are satisfied and comfortable that they can park anywhere
around the regional shopping centre and enter at the various different entrances.
(d) The centre has long trading hours which supports a case for shopping centre owners
to extend trading hours even further in order to receive a stronger support.

Table 4.8 provides a summary of the preferences and specific reasons why shoppers
would prefer to visit convenience shopping centres.

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The reasons were:
(a) The visit to the smaller convenience shopping centre saves time. The conclusion
which can be reached from this comment is mainly that the shopper can get there
faster, which is supported by the following reason provided and furthermore that
he/she can complete his/her shopping within a shorter period of time.
(b) The convenience shopping centre is closer to the residence of the shopper and is
therefore more convenient in terms of travel time. The results further indicated that
shoppers prefer not having to deal with a lot of traffic and therefore choose to go to a
smaller convenience shopping centre. This also applies to garage type outlets.
(c) The convenience shopping centre offers fast and easy parking.
(d) The volumes of people in regional shopping centres and the congestion effect
created by overcrowded malls does influence shoppers to rather go to a smaller
convenience shopping centre or garage type outlet.

Objective 5: Determine whether there are any analogies which can be drawn between the
demographic profile of shoppers and their decision whether to shop at a regional shopping
centre or smaller convenience outlet.

5.3.2.4 Finding 5
A number of contingency tables where compiled in order to determine whether there is any
relationship between the shopping behaviour of consumers and their demographic profile
and therefore whether any aspect of their demographic profile results in them behaving in a
certain way when deciding whether to visit a regional shopping centre or a smaller
convenience shopping centre. Zikmund (2003:476) defines a contingency table as “the
result of a cross-tabulation of two variables, such as answers to two survey questions”.

The contingency tables which were constructed included the following cross-tabulations:
(a) A cross-tabulation of the total monthly household income and the frequency of visits
to Cresta Regional Shopping Centre and smaller convenience shopping centres.
(b) The number of cars per household and the frequency of visits to Cresta Regional
Shopping Centre and smaller convenience shopping centres.

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(c) The number of people in the household and the frequency of visits to Cresta
Regional Shopping Centre and smaller convenience shopping centres.
(d) The gender of participants in the study and the frequency of visits to Cresta Regional
Shopping Centre and smaller convenience shopping centres.

These cross tabulations were found to provide no meaningful result which could lead to a
finding on a relationship between the two. There was therefore no specific pattern or
tendency in behaviour which stood out when comparing the variables as listed. These
cross-tabulations were as a result not included in this chapter.

5.3.3 Summary of findings

Table 5.7 is a summary of the results of the study.

Table 5.7: Summary of findings

Paragraph on
List of findings Paragraph in text questionnaire
results
(a) Patrons equally support a regional shopping centre and the
convenience shopping centres located within the catchment area of
the regional shopping centre in terms of visits. Frequency of visits to 5.3.1.1 5.3.1
the regional shopping centre (1 out of very 2 visits) has decreased as
a result of the convenience shopping centres constructed.
(b) Consumers indicated a high level of awareness of the increase of
5.3.2.1 4.4.2
new retail offerings within the areas in which they reside.
(c) Consumers prefer to do grocery shopping at a convenience
5.3.2.2 (a) 5.3.2.2
shopping centre than at a regional shopping centre.
(d) Regional shopping centres is preferred as a destination for
fashion, homeware and décor shopping as well as visiting restaurants
and coffee shops. Convenience shopping centres are not preferred 5.3.2.2 (b) 5.3.2.2
for fashion shopping but do receive support in terms of
homeware/décor shopping as well as visiting restaurants and coffee
shops.
(e) Regional shopping centres are not preferred for visiting hardware
stores and convenience shopping centres do receive a small 5.3.2.2 (c) 5.3.2.2
percentage of preference in visits to hardware stores.

107
 (f) Regional shopping centres and convenience shopping centres
receive equal but limited support for visiting furniture and appliance 5.3.2.2 (d) 5.3.2.2
stores as well as speciality stores.
(g) Shopping for furniture and appliances are mostly done at other
destinations rather than at regional and convenience shopping 5.3.2.2 (d) 5.3.2.2
centres.

(h) Regional shopping centres receive substantial preference over

convenience shopping centres in terms of visiting beauty and health 5.3.2.2 (e) 5.3.2.2
stores as well as entertainment facilities.
(i) Regional shopping centres and smaller convenience shopping
5.3.2.2 (f) 5.3.2.2
centres receives equal preference for visits to service stores.
(j) Regional shopping centres are preferred by a substantial margin
5.3.2.2 (g) 5.3.2.2
for browsing and meeting friends as well as banking.
(k) Convenience shopping centres do not have the critical mass to
5.3.2.2 (h) 5.3.2.2
draw shoppers similar to regional shopping centres.
(l) Regional shopping centres receive preference from shoppers
because it offers variety, a one stop shopping facility, long trading 5.3.2.3 4.4.3
hours and because it is very accessible.
(m) Smaller convenience shopping centres receive preference from
shoppers because it saves them time, is closer to their residence and 5.3.2.3 4.4.3
results in less traffic, it offers fast and easy parking and in order to
avoid overcrowded malls.

The propositions for this study were:

P1: The increased development of neighbourhood convenience shopping centres

within the catchment areas of regional shopping centres leads to a decrease in
patronage or frequency of visits to the regional shopping centres.

P2: Regional shopping centres and neighbourhood convenience shopping centres

and other convenience retail outlets compete directly in terms of patronage as a
result of the element of convenience.

Proposition 1 is supported by findings (a), (b), (c), (e), (f), and (i) as summarised in
Table 5.7. It is evident from the findings in Table 5.7 especially finding (a) that proposition 1
is adequately supported by the research conducted and is recommended.

108
Proposition 2 is supported by finding (a), (b), (c), (f), (i), (l) and (m) as summarised in
Table 5.7. The findings, especially finding (m) in Table 5.7 adequately support proposition 2
and the proposition is recommended.

5.4 LIMITATIONS TO THE STUDY

• It should be noted that this study was limited to one regional shopping centre namely
Cresta Regional Shopping Centre and the various convenience shopping centre
facilities located within the demarcated catchment area of Cresta Shopping Centre.

• The difficulty experienced with the completion of the questionnaires resulted in the
sample size being smaller than initially anticipated. It is however doubtful if a larger
sample would have yielded a different result.

5.5 RECOMMENDATIONS FOR FUTURE RESEARCH

• This study did not make provision for measuring the duration of time spent by
respondents at the subject regional shopping centre as well as the smaller
convenience shopping centres. The dwell time at one retail format as opposed to the
dwell time at another could significantly influence the measurement of support for
the different retail formats.

• To further ascertain the real effect of the competition between Cresta Shopping
Centre and other smaller convenience shopping centres, a separate survey will have
to be conducted to also indicate the amount of money spent by each individual, the
so-called spent per head, at the different retail formats. The outflow in terms of
patronage from a regional shopping centre to a convenience shopping centre might
be mitigated by the amount of money spent at the regional shopping centre
compared to the smaller retail formats.

109
• The effect of other regional shopping centres located within the catchment area of
Cresta Shopping Centre was not taken into account with the execution of this study
and could be further investigated.

• The internal and exterior design of a specific retail shopping centre, be it regional or
convenience shopping centre and the effect thereof on preferential patronage should
be further investigated as well as travel time to the centres.

• The growth in population within the specific demarcated catchment area of the
regional shopping centre and its effect on patronage of both regional and
convenience shopping centres did not form part of this study and could be further
investigated.

5.6 CONCLUSION

This chapter discussed the results of the study in line with the primary and secondary
objectives identified. The chapter furthermore summarised the key findings as derived at
through the interpretation of the research results.

110
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116
 APPENDIX 1

Questionnaire number

QUESTIONNAIRE
INTRODUCTION

Dear Sir/Madam. This questionnaire forms part of a study currently being undertaken by Mr
Stephan Olivier who is a Masters student at the University of Johannesburg. Mr Olivier is
currently collecting data for his dissertation on “Consumer behaviour related to
convenience shopping” with specific reference to Cresta Shopping Centre and the
shopping facilities in the areas surrounding Cresta Shopping Centre.

Please be so kind as to take a few minutes to complete this questionnaire. The

questionnaire should not take longer than 15 minutes to complete.

Kindly note that all information provided will be treated with the strictest confidence and will
be used for research purposes only.

SECTION A – PATRONAGE BEHAVIOUR

Please complete the questions by indicating an “X” in the applicable box.

Q 1: How often do you visit Cresta Shopping Centre?

Daily 2 to 3 Once a 2 to 3 Less than Never

times week times once a
per per month
week month

117
Q 2: Are you aware of any small convenience shopping centres constructed in the area
where you reside within the past ten years?
Yes
No

If your answer to the above question is “yes”, please indicate which small convenience
centres if you are familiar with their names:
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

Q 3: How often do you visit smaller convenience shopping centres in the vicinity of Cresta?
(e.g. Blackheath Pavilion, L’Corro shopping centre, Appleby’s Market, RockCottage, Town
Square shopping centre, Fontainbleau Village Shopping Centre, Northcliff Square etc.)

Daily 2 to 3 Once a 2 to 3 Less than Never

times week times once a
per per month
week month

Q 4: How often do you shop at a typical filling station outlet? (eg. Engen Quickshop, Shell
Select, BP Express shop)

Daily 2 to 3 Once a 2 to 3 Less than Never

times week times once a
per per month
week month

118
SECTION B – SHOPPING BEHAVIOUR

Please complete the questions by indicating an “X” in the applicable box.

Q 5: For what reason/purpose would you typically visit Cresta Shopping Centre? Please
indicate the reason/purpose by marking the appropriate number as follows:

1 = never 2 = 20% to 40% of all visits 3 = 40% to 60% of all visits

4 = 60% to 80% of all visits 5 = Almost every visit

Never Every
visit
Buy groceries 1 2 3 4 5
Buy clothing or shoes 1 2 3 4 5
Visit restaurants/coffee shops 1 2 3 4 5
Homeware/Decor 1 2 3 4 5
Hardware store 1 2 3 4 5
Furniture and appliances 1 2 3 4 5
Entertainment 1 2 3 4 5
Beauty & health stores (eg.
Chemist/Clicks etc.) 1 2 3 4 5
Speciality stores (eg. toys/cell phones) 1 2 3 4 5
Service stores (eg. Bank/dry cleaner) 1 2 3 4 5
Browse/to meet friends 1 2 3 4 5
Business/pay accounts 1 2 3 4 5

Q 6: Please list any other reason/purpose for visiting Cresta Shopping Centre:
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

119
Q 7: For what reason/purpose would you usually visit a small convenience shopping
centre close to Cresta Shopping Centre as referred to in question 3?
Please indicate the reason/purpose by marking the appropriate number with an “X”
as follows:

1 = never 2 = 20% to 40% of all visits 3 = 40% to 60% of all visits

4 = 60% to 80% of all visits 5 = Almost every visit

Never Every
visit
Buy groceries 1 2 3 4 5
Buy clothing or shoes 1 2 3 4 5
Visit restaurants/coffee shops 1 2 3 4 5
Homeware/Decor 1 2 3 4 5
Hardware store 1 2 3 4 5
Furniture and appliances 1 2 3 4 5
Entertainment 1 2 3 4 5
Beauty & health stores (eg. Chemist/Clicks
1 2 3 4 5
etc.)
Speciality stores (eg. toys/cell phones) 1 2 3 4 5
Service stores (eg. Bank/dry cleaner) 1 2 3 4 5
Browse/to meet friends 1 2 3 4 5
Business/pay accounts 1 2 3 4 5

Q 8: For what reason would you usually visit a garage type outlet similar to the ones
referred to in question 4?
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

120
Q 9: I would rather go to Cresta Shopping Centre than a smaller neighbourhood centre
because …..(Please rank the below reasons out of 9 with 1 being the most important
reason and 9 being the least important reason.)

The centre offers a variety of stores

I can do all my shopping at one place (One stop shopping)
I like the atmosphere
Of the easy and sufficient parking
Of the safe environment
The centre offers something unique (Unique experience)
The centre is very accessible
The centre has long trading hours
The centre offers a variety of entertainment

Any other reason:

………………………………………………………………………………………………………….
.………………………………………………………………………………………………………...
Q 10: I would visit smaller Convenience shopping centres in the vicinity of Cresta, instead
of Cresta Shopping Centre because …..(Please rank the below reasons out of 11 with 1
being the most important reason and 11 being the least important reason.)

It is more convenient
The smaller centre offers everything I need
I save time
Of easy parking
Of the safe environment
More convenient trading hours
I prefer to buy less products and make more frequent trips to the centre
It is closer to my house
Shorter walking distances between stores
I do not have to deal with a lot of traffic
I want to avoid having to visit overcrowded and congested malls

121
Any other reason why I would visit a smaller Convenience shopping centre in the vicinity
of Cresta, instead of Cresta Shopping Centre:
………………………………………………………………………………………………………….
.……………………………………………………………………………………………………..….
…………………………………………………………………………………………………………

Q 11: “I do not go to Cresta Shopping Centre because”: (please complete if your answer
to this statement is “yes”)
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

SECTION C – DEMOGRAPHIC INFORMATION:

Q 12: Please indicate your gender: Male

Female

Q 13: Please indicate your age:

Q 14: What is your home language?

English Afrikaans Asian African European Other

Q 15: Please indicate as per your household:

Number of cars
Number of earners
Number of people in household

122
Q 16: Please indicate your area of occupation:

Management
Sales
Clerical
Production
Transport
Technical
Service
Pensioner
Unemployed
Student
Housewife
Labourer/Domestic
Other (Please specify)

Q 17: Please indicate the number of years:

You have resided at your current address

You have been a shopper at Cresta

Q 18: Your current life cycle?

Young, single, married, (children in pre-school)

Full nest (children at school or living in)
Empty nest (older, children left home, without children,
widowed/divorced)

123
Q 19: What is the total monthly income of your household before any deductions? (Gross
Income)
Up to R 5 000 per month
R 5 001 to R 10 000 per month
R 10 001 to R 15 000 per month
R 15 001 to R 20 000 per month
R 20 001 to R 25 000 per month
R 25 001 to R 30 000 per month
R 30 001 to R 35 000 per month
R 35 001 to R 40 000 per month
R 40 001 to R 50 000 per month
R 50 001 to R 60 000 per month
R 60 001 to R 75 000 per month
R 75 001 to R 100 000 per month
> R 100 000 per month

Q 20: Please indicate the following:

Suburb where I currently reside

Street where I currently reside

THANK YOU FOR COMPLETING THE QUESTIONAIRRE

124
 APPENDIX 2

Questionnaire number

QUESTIONNAIRE
INTRODUCTION

Dear Sir/Madam. This questionnaire forms part of a study currently being undertaken by Mr
Stephan Olivier who is a Masters student at the University of Johannesburg. Mr Olivier is
currently collecting data for his dissertation on “Consumer behaviour related to
convenience shopping” with specific reference to Cresta Shopping Centre and the
shopping facilities in the areas surrounding Cresta Shopping Centre.

Please be so kind as to take a few minutes to complete this questionnaire. The

questionnaire should not take longer than 15 minutes to complete. Please keep your
general shopping habits in mind while completing the questionnaire.

Kindly note that all information provided will be treated with the strictest confidence and will
be used for research purposes only.

QUALIFICATION QUESTION:
Yes No

Do you work at Cresta Shopping Centre?

Are you under the age of 16 years?
Do you live further than 15 km from Cresta Shopping Centre?

If you have answered “Yes” to any of the above three questions, please do not
proceed with the completion of the rest of the questionnaire. Thank you for your
participation in the study.

If you answered “No” to the above questions please proceed to Section A on the
following page.

125
SECTION A – PATRONAGE BEHAVIOUR
Please complete the questions by indicating an “X” in the applicable box.

Q 1: How often do you visit Cresta Shopping Centre?

Daily 2 to 3 Once a 2 to 3 Once a Less than Never

times week times month once a
per per month
week month

Q 2: Are you aware of any small convenience shopping centres that have been
constructed within the last 10 years in the area where you reside?
Yes
No

If your answer to the above question is “yes”, please indicate which small convenience
centres if you are familiar with their names: (1 or 2 would be
sufficient)………………………………………………………………………………………………
…………………………………………………………………………………………………………

Q 3: How often do you visit smaller convenience shopping centres in the vicinity of Cresta?
(e.g. Blackheath Pavilion, L’Corro shopping centre, Appleby’s Market, RockCottage, Town
Square shopping centre, Fontainbleau Village Shopping Centre, Northcliff Square or any
other similar type convenience centre)

Daily 2 to 3 Once a 2 to 3 Once a Less than Never

times week times per month once a
per month month
week

126
Q 4: How often do you visit a typical filling station outlet? (eg. Engen Quickshop, Shell
Select, BP Express shop)

Daily 2 to 3 Once a 2 to 3 Once a Less Never

times week times per month than
per month once a
week month

SECTION B – SHOPPING BEHAVIOUR

Please complete the questions by marking an “X” in the applicable box.

Q 5: For what reason/purpose would you typically visit Cresta Shopping Centre? Please
indicate the reason/purpose by marking the appropriate number as follows:

1 = never 2 = 20% to 40% of all visits 3=

40% to 60% of all visits 4 = 60% to 80% of all visits 5 = Almost
every visit

When visiting Cresta Shopping Centre how often do you……?

Never Every
visit
visit grocery stores 1 2 3 4 5
visit clothing or shoe stores 1 2 3 4 5
visit restaurants/coffee shops 1 2 3 4 5
visit Homeware/Décor shops 1 2 3 4 5
visit Hardware store 1 2 3 4 5
visit Furniture and appliances stores 1 2 3 4 5
visit the Entertainment facilities 1 2 3 4 5

127
 Never Every
visit
visit Beauty & health stores (eg.
Chemist/Clicks etc.) 1 2 3 4 5
visit speciality stores (eg. Toys/cell
phones) 1 2 3 4 5
visit service stores (eg. Bank/dry
cleaner, Post office) 1 2 3 4 5
browse or meet friends 1 2 3 4 5
visit the centre to pay accounts 1 2 3 4 5

Q 6: Please list any other reason/purpose for visiting Cresta Shopping Centre:
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

Q 7: For what reason/purpose would you usually visit a small convenience shopping
centre close to Cresta Shopping Centre as referred to in question 3?
Please indicate the reason/purpose by marking the appropriate number with an “X”
as follows:

1 = never 2 = 20% to 40% of all visits 3 = 40% to

60% of all visits 4 = 60% to 80% of all visits 5 = Almost every
visit

When visiting a convenience shopping centre how often do you…….?

Never Every
visit
visit grocery stores 1 2 3 4 5
visit clothing or shoes stores 1 2 3 4 5
visit restaurants/coffee shops 1 2 3 4 5

128
 (Q7: Continued)

Never Every
visit
visit Homeware/Décor stores 1 2 3 4 5
visit Hardware stores 1 2 3 4 5
visit Furniture and appliance stores 1 2 3 4 5
visit the Entertainment facilities 1 2 3 4 5
visit Beauty & health stores (eg. Chemist/Clicks
1 2 3 4 5
etc.)
visit Speciality stores (eg. toys/cell phones) 1 2 3 4 5
visit Service stores (eg. Bank/dry cleaner) 1 2 3 4 5
browse or meet friends 1 2 3 4 5
visit the centre to pay accounts 1 2 3 4 5

Q 8: For what reason would you usually visit a garage type outlet similar to the ones
referred to in question 4?
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
Q 9: I would rather go to Cresta Shopping Centre than a smaller convenience shopping
centre because …..(Please mark the 4 most important reasons with an “X”.)

the centre offers a variety of stores

I can do all my shopping at one place (One stop shopping)
I like the atmosphere
of the easy and sufficient parking
of the safe environment
the centre offers something unique (Unique experience)
the centre is very accessible
the centre has long trading hours
the centre offers a variety of entertainment

129
Any other reason why you would rather go to Cresta Shopping Centre than a smaller
convenience shopping centre?:
………………………………………………………………………………………………………….
.………………………………………………………………………………………………..……….

Q 10: I would visit smaller Convenience shopping centres in the vicinity of Cresta, instead
of Cresta Shopping Centre because …..(Please mark the 4 most important reasons with
an “X”.)

it is more convenient
the smaller centre offers everything I need
I save time
of easy parking
of the safe environment
of more convenient trading hours
I prefer to buy less products and make more frequent trips to the centre
it is closer to my house
shorter walking distances between stores
I do not have to deal with a lot of traffic
I want to avoid having to visit overcrowded and congested malls

Any other reason why I would visit a smaller Convenience shopping centre in the vicinity
of Cresta, instead of Cresta?:
………………………………………………………………………………………………………….
.…………………………………………………………………………………………..…………….
…………………………………………………………………………………………………….……
Q 11: “I do not go to Cresta Shopping Centre because”: (please complete if your answer
to this statement is “yes”)
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………
…………………………………………………………………………………………………………

130
SECTION C – DEMOGRAPHIC INFORMATION:

Q 12: Please indicate your gender: Male

Female

Q 13: Please indicate your age:

Q 14: What is your home language?

African
language Asian European
English Afrikaans Other
(Zulu, language language
Xhosa etc.)

Q 15: Please indicate as per your household:

Number of cars
Number of earners
Number of people in household

131
Q 16: Please indicate your area of occupation:

Management
Sales
Clerical
Production
Transport
Technical
Service
Pensioner
Unemployed
Student
Housewife
Labourer/Domestic
Other (Please specify)

Q 17: What is the total monthly income of your household before any deductions? (Gross
Income)
Up to R 5 000 per month
R 5 001 to R 10 000 per month
R 10 001 to R 15 000 per month
R 15 001 to R 20 000 per month
R 20 001 to R 25 000 per month
R 25 001 to R 30 000 per month
R 30 001 to R 35 000 per month
R 35 001 to R 40 000 per month
R 40 001 to R 50 000 per month
R 50 001 to R 60 000 per month
R 60 001 to R 75 000 per month
R 75 001 to R 100 000 per month
> R 100 000 per month

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Q 18: Please indicate the number of years:

You have resided at your current address

You have been a shopper at Cresta

Q 19: Please indicate the following:

Suburb where I currently reside

THANK YOU FOR COMPLETING THE QUESTIONNAIRE

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