Abstract:
A steady stream of research over the past few decades has focused on store and shopping
mall patronage and consumers’ associated enjoyment of the shopping experience. Based
on previous research, the sources of shopping enjoyment were identified as shopping to
socialize, shopping for bargains, shopping for gratification, shopping for entertainment,
shopping for others, shopping to browse, shopping for exercise and shopping for sensory
stimulation. The objective of this study was to investigate gender differences in the sources
of shopping enjoyment. Data were collected through self-administered questionnaires
distributed at a large metropolitan shopping centre in the eastern suburbs of Pretoria. The
findings indicate significant gender differences on all the sources of shopping enjoyment
except ‘shopping for entertainment’. This study contributes to the current literature and
provides valuable information to South African retailers, specifically with regard to marketing
and promotional strategies aimed at male and female shoppers separately. Suggestions
for future research are offered.
