Customer perceptions of the attractiveness of shopping centres in Pretoria

Abstract

The primary objective of this study was to investigate the perceptions of patrons regarding the attractiveness of shopping centres in Pretoria. The study was executed in two phases. The aim of phase one was to explore this field of study in the local context, while phase two endeavoured to measure respondents' perceptions with regard to certain attributes of one of the largest shopping centres in Africa. The measuring instrument used in the study was based on scales used in studies abroad and adapted for local use. The study found that male and female customers do not differ significantly with respect to their perceptions of certain shopping centre attributes, while differences do exist between the perceptions of black and white respondents regarding some of the attributes used to measure the attractiveness of the centre.