Competitive analyses between regional malls and big-box retailers: A correspondence analyses for segmentation and positioning

This study compares demographic composition and retail attributes for four competing retailer formats: (a) regional malls, (b) supercenters, (c) category killers, and (d) warehouse<br>clubs. A total of 569 consumers, from four geographically dispersed metropolitan areas, responded to Computer Assisted Telephone Interviews. A correspondence analysis was used to segment consumer groups based upon two demographic variables, gender and generation, to discover consumers’ evaluation of utilitarian and hedonic retail attributes.<br>The results revealed that Gen X females most frequently shopped at supercenters, Gen X males and Gen Y females at category killers, Baby Boomer males at warehouse clubs, and Gen Y males and Seniors at regional malls. Regional malls and category killers were evaluated positively on assortment, sales personnel, convenience, institutional image, and psychological benefits. Supercenters and warehouse clubs were evaluated positively<br>on price, but were evaluated negatively on sales personnel, convenience, assortment, institutional image, and psychological benefits.