Evidence based-descriptive analysis (only COMPONENT 3)
Siti Nazrana 
LiteratureReviewpdf-merged1.pdf
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Student Name: Saakshi Sunil Pillai
Student ID: 13892263
Assignment Title: Research Report
Part 1
(Literature review & Existing Data Analysis)
2
Contents Literature Review .................................................................................................................................... 3
Source Table ....................................................................................................................................... 6
Analysis of the business problem............................................................................................................ 9
Simple Descriptive Analysis of Relevant Existing Data ....................................................................... 10
Reference .............................................................................................................................................. 15
Tourist shopping villages survey sheet ................................................................................................. 16
3
Literature Review
Elizabeth Howard (2007), in her study, tries to explore the recent trends in the rise of leisure
shopping. It has been observed that people are increasingly focusing on leisure. That is why
businesses are constantly trying to take advantage of the situation. They are trying to make
shopping a leisure activity. This is a conscious effort on the part of retailers. The findings
include that the tendency to engage in leisure shopping depends a lot on several external factors.
These include the nature of the destination and also internal factors like the intent of the
customer.
Kristina Bäckström (2011) argues that in all the previous works, leisure shopping has been seen
from an economic and psychological perspective. In these works, the customers have been
presented as a homogeneous group with the same mentality and intentions. However, this
approach is challenged here as she tries to look at a bit from the socio-cultural approach. There
are numerous trends in leisure shopping. It can indeed mean different things to different people
in various situations. It is these variations that need to be explored to understand the situation.
Amalia Triantafillidou and her colleagues have tried to examine the various characteristics of
a store that influence the in-store leisure shopping experience of the customers. For undertaking
the research, they have relied on surveys to collect quantitative data. The findings indicate that
all the characteristics of a store do not play an equal role in determining and influencing the
leisure experience during shopping. For instance, factors like availability of products and music
play a very crucial role in this respect and are important than other factors (Triantafillidou
et.al., 2017).
Melody L.A. LeHew and his colleague tried to look at the tourist shoppers. The main focus of
the study is to determine whether these tourist shoppers can form a lucrative market for the
retailers and businesses. The profitability can be analyzed in terms of whether the tourist
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shopper’s tendon-store to spend more than the resident and local shoppers They have also tried
to determine if the tourist shoppers are more satisfied with their experience than the local ones.
The study mainly relied on the data collected from various face-to-face interviews. The results,
however, indicate that the tourist shoppers are not that lucrative a market. In comparison, the
local or resident shoppers are a more valuable group and they have recorded higher levels of
satisfaction.
Nilanka Madushani and her colleague have tried to examine the retail shopping industry of Sri
Lanka. It considers the various ways employed by the retailers to attract customers. Even
leisure shoppers’ shop from retail stores and supermarkets. So, they have moved out from the
traditional means and taken to digital marketing, social media marketing, and SMS marketing.
The results have confirmed that the leisure shopping factors are very important in motivating
the customers. So, even the supermarkets are focusing on leisure factors like the atmosphere.
Brent Smith and his colleagues have looked at it from a different angle. They tend to argue that
the social loneliness of the customers persuades the customers to engage in an in-store shopping
experience where they can interact with the salespersons as well as the other customers. So,
that is a different motivation altogether. So, proper communication and the friendly nature of
the salespersons can help attract more customers (Smith et.al., 2018).
KJH Máté has focused on the changing paradigms that are affecting the practices of leisure
shopping. They have argued that the retailers and sellers are focusing on giving a more
personalized experience to the customers. That is motivating the customers to buy from those
stores that are paying particular attention to their needs and wants. This trend is also visible in
the leisure shopping experiences. This has motivated the customers to buy from stores that have
a personalized approach. The growth of online shopping seems to kind of challenge the in-store
practice (Máté, 2019).
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Jiménez-Marín has tried to explore the development that the businesses are trying their best to
combine shopping band tourism. This is indicated by the fact that they consider all the
important urban centers and places of tourist attractions before setting up markets and retail
stores. This is done as a part of a conscious strategy to improve the businesses of both the
tourism industry and the retail sector. Therefore, it can be argued that tourist shopping is indeed
a very lucrative venture (Jiménez-Marín, 2018).
Calvo-Portal and his colleague explore all the pull factors that motivate the customers to engage
in shopping. They have argued that the convenience of reaching the store and the distance
traveled are important factors. However, other factors play a far greater role in motivating the
customers. This includes the ambiance and the shopping experience. That is why retailers are
focusing more on leisure (Calvo-Porral and Levy-Murgin, 2017).
Lashua and thew fellow writers have focused on the experience of leisure during the times of
the pandemic. Since travel and tourism have been affected badly, businesses wide are trying to
recreate the leisure shopping experience indoors. This is being done through e-commerce and
is gaining wide popularity (Lashua et.al.,2020).
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Source Table
Source Used? Key points Relevance
Bäckström, K., 2011.
Shopping as leisure: An
exploration of
manifoldness and
dynamics in consuCalvo-
Porralmers shopping
experiences. Journal of
Retailing and Consumer
services, 18(3), pp.200-
209.
Yes The consumers
engaging in leisure
shopping are
heterogeneous.
There are multiple
trends in leisure
shopping.
It is relevant because it
helps to break the
established norms about
leisure shopping.
Calvo-Porral, C. and
Lévy-Mangín, J.P., 2018.
Pull factors of the
shopping malls: an
empirical study.
International Journal of
Retail & Distribution
Management
Yes. The ambience plays
an important role in
attracting customers.
The wide variety of
choice also motivates
the customers.
It helps in understanding
the factors that motivate
the customers to engage in
leisure shopping.
Jiménez-Marín, G., 2018.
Shopping as a selling
strategy for tourism: other
factors play combination
of marketing mix tools.
IROCAMM: International
Review Of Communication
And Marketing Mix, 1, 67-
87.
Yes Businesses have tried
to combine shopping
and tourism as an
industry.
Shopping centers are
established near
tourist spots to boost
sales.
It is relevant as it helps to
understand how leisure
shopping is intrinsically
tied up to tourism.
Lashua, B., Johnson, C.W.
and Parry, D.C., 2020.
Leisure in the time of
coronavirus: A rapid
response special issue.
Leisure Sciences, pp.1-6.
Yes Tourism centers are
recording low footfall
due to the pandemic.
Leisure shopping has
shifted to the online
mode.
It is crucial as it reflects
the shift of leisure
shopping to the online
mode during the
pandemic.
Madushani, N. and
Howshigan, S., 2020. A
Behavioral Study on
Leisure Shopping
Purchasing in
Supermarket Setup. Asian
Research Journal of Arts
& Social Sciences, pp.41-
51.
Yes Supermarkets are
trying to focus on the
experience of leisure.
They are trying to
attract customers with
the ambience, in-store
music, etc.
It highlights the
importance of
supermarkets in leisure
shopping.
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Reynolds, J., Lowe, M.
and Howard, E., 2007.
New shopping centers: is
leisure the answer?
International Journal of
Retail & Distribution
Management.
Yes. Leisure is assuming a
greater importance
over utility.
It makes people
spend more and is
thus lucrative for
businesses.
It highlights the
importance that new
businesses place on
leisure.
Máté, K.J.H., 2019. The
Changing Paradigms of
Contemporary
Consumerism:
sustainability, adaptation
and spatial tactics for
shopping scopes (Doctoral
dissertation, University of
Tasmania).
Yes There has been a shift
in the paradigm as far
as shopping
experiences are
concerned.
People are more
eager to take it as a
leisurely activity.
It helps to predict thd
changes that can occur in
the field of shopping.
Smith, B., Rippé, C.B. and
Dubinsky, A.J., 2018.
India’s lonely and isolated
consumers shopping for an
in-store social experience.
Marketing Intelligence &
Planning.
Yes Shopping often acts
as a way of social
interaction.
Lonely customers
find it as a way to
interact with people.
It looks at the shopping
experience from a
psychological point of
view.
Triantafillidou, A.,
Siomkos, G. and
Papafilippaki, E., 2017.
The effects of retail store
characteristics on the n-
store leisure shopping
experience. International
Journal of Retail &
Distribution Management.
Yes The characteristics of
a retail store
influence the decision
of shoppers.
Retailers pay more
attention to improve
in store ambience.
It establishes a link
between the
characteristics of a store
and the motivation of
shoppers.
Elmashhara, M. G., &
Soares, A. M. (2019).
Entertain me, I’ll stay
longer! The influence of
types of entertainment on
mall shoppers' emotions
and behavior. Journal of
Consumer Marketing.
No Entertainment plays a
role in motivating
customers.
Entertainment evokes
emotions in
customers.
It is somewhat relevant.
However, other sources
on psychology and
emotions have been used.
Rajagopal. (2007).
Leisure shopping behavior
and recreational retailing:
A symbiotic analysis of
No Leisure shopping also
provides value to
customers.
The value received by
It focusses on the value
proposition and not on the
factors motivating the
customers.
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marketplace strategy and
consumer response.
Journal of Hospitality &
Leisure Marketing, 15(2),
5-31.
customers influences
their future decisions.
Twigger Holroyd, A.
(2016). Perceptions and
practices of dress-related
leisure: shopping, sorting,
making and mending.
Annals of Leisure
Research, 19(3), 275-293.
No The perception of the
shoppers plays a major
role in influencing their
decisions.
It is restricted only to the
leisure shopping of dress.
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Analysis of the business problem
The research question is the analysis of the trends in leisure shopping. The factors that motivate
the customers to engage in leisure shopping will be analyzed. Moreover, it will also be
examined whether leisure shopping plays a crucial role in terms of businesses. Quantitative
data will be analyzed for this purpose. The most important variable would be the satisfaction
of the tourists with their shopping experience.
Another very important variable to be examined is the shop features and products made
available by the by the retailers and businesses to attract and persuade the customers. It is
crucial to ensure that the customers like the look and ambience of the shop, therefore retails
must take note of the current trends. These will help in analyzing and comparing the trends
with the usual businesses. The importance that the businesses are placing on the shopping
features (such as the physical layout, window display, neatness/cleanliness, variety of products,
etc.) to target the tourist shoppers will also show the importance of leisure shopping.
Moreover, it is also necessary to analyze the motivations from the side of the customers.
Whether they are more motivated by the atmosphere, special events, cheap prices, or some
other factors will have to be considered. This will be understood based on various surveys. The
already existing sources will be considered in this respect. It is important to consider some of
the internal factors that motivate the customers to engage in leisure shopping.
At last, it is crucial to understand the area and locality the store is located in. Region plays a
role as customers may also want products unique to that region. Some customers prefer a quiet
day out and spend time with their family and friends to relax, therefore it is necessary to know
whether some steps are to be taken to recreate the leisure experience indoors. The entry of
leisure shopping into the world of e-Commerce will be analyzed as it can reveal important
trends.
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Simple Descriptive Analysis of Relevant Existing Data
Quantitative data has been used to analyse the leisure shopping behaviour of people. The
analysis was done based on the survey results of a hundred respondents. From the survey
containing fifteen variables, we found that most people are motivated for shopping in villages
to relax and enjoy the atmosphere. The following table shows the quantitative data proving
the two most important variables to consider for leisure shopping in villages.
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4 4
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4
3
4 4
3 3 3
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4 4
0
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Table 1
atmpher 8% quietdy
7% friends
6% prices
6%
localpr1 7%
show 6%
escape 7%
relax 8%
events 6%
learn 6%
locals 6%
uniqpr 7%
attract 6%
vfr 7%
madepr 7%
CHART 1
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From table.1. and chart.1. it can be seen that people consider cheap pricing, special events,
showing others around, learning about the place, meeting local people, being with friends,
and seeing a particular attraction not as important as the other variables, it is just an average
requirement. While, quiet day out, local products to buy, escape the city, products unique to
that region, a good place to be with family and friends, and to see local products being made
are considered important to the respondents. The respondents considered the village
atmosphere and relaxing the most important variable. This shows that people are mostly
motivated for leisure shopping in villages for the above two variables. Therefore, shops in
villages should try providing a good and welcoming atmosphere and also keep in mind the
comfort of the customers to make their visit relaxing.
The second survey conducted was for eight variables that were based on the theme or style of
villages. Again, this survey had a hundred respondents who chose what they felt appealed to
them more. From the data collected from the survey it is seen that people find the special
scenery or environment of the village extremely appealing. Table.2. and chart.2.
diagrammatically represents the average choice of the respondents, i.e., the mean, proving
what appeals to them most.
4 4 4
4
3
4 4
3
0
1
1
2
2
3
3
4
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localhis ethnchis scenery parks music fooddrin artcraft antiques
Table 2
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From the diagrams and tables shown above we can see that music, theatre & performances
and antiques are not that appealing to the people, they are just average. They consider access
to national parks & wilderness mildly appealing while local history & heritage buildings,
ethnic settlement history & heritage buildings, local food & wine /drinks, and local arts &
crafts slightly more appealing. Out of the eight variables respondents find appealing, seven
are already analyzed. Out of these they find special scenery or environment most appealing.
From this survey retailers and businesses in villages can attract more customers by improving
their village architecture and build more hotspots by creating special scenery and improving
the environment. This in turn has an impact on leisure shopping.
The third survey conducted was based on village characteristics which consisted of twelve
variables. From the data collected from hundred respondents, it is seen that people consider
the attitude of sales staff extremely important. Table.3. and chart.3. diagrammatically
represent the survey data to prove the analysis.
13%
13%
14%
12%11%
13%
13%
11%
CHART 2
localhis ethnchis scenery parks music fooddrin artcraft antiques
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In the above figures it is seen that people consider a great importance for village
characteristics. From the survey its seen that people consider physical layout of the shop,
window display, opening hours of shops, variety of product selection, choice of payment
method, language ability of staff, price of product, and availability of distinct products
important. But they consider the neatness & cleanliness, efficiency of staff, value for money
very important and attitude of sales staff extremely important. Therefore, this must be kept in
mind while setting up shops as these impact leisure shopping experience of customers.
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4 4
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4
4 4
4
4
4 4 4
3
3
4
4
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4
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Table 3
layout 8%
window 8%
hours 8%
neatnes 9%
variety 8%
payment 8%
languag 8%
attitud 9%
efficen 9%
price 8%
value 9%
distinc 8%
CHART 3
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Therefore, from this analysis it can be inferred that when it comes to reasons for visiting a
village people mostly consider relaxing and enjoying the village atmosphere and for the
preferred theme and style of the village people mostly consider the special scenery or
environment, lastly for the village characteristics people mostly consider the attitude of sales
staff. The analysis depends on the data that is collected through surveys from a hundred
respondents and is limited to that. From the three categories of the surveys it is evident that
people consider village characteristics as an important factor.
Businesses and retailers must keep these in mind as these are the variables or factors that
need to be taken into account as these affect leisure shopping in villages.
The tables and charts provide as proof to the analysis and give an easy understanding of the
quantitative data derived from the surveys.
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Reference
Bäckström, K., 2011. Shopping as leisure: An exploration of manifoldness and dynamics in
consuCalvo-Porralmers shopping experiences. Journal of Retailing and Consumer services,
18(3), pp.200-209.
Calvo-Porral, C. and Lévy-Mangín, J.P., 2018. Pull factors of the shopping malls: an empirical
study. International Journal of Retail & Distribution Management.
Jiménez-Marín, G., 2018. Shopping as a selling strategy for tourism: other factors
playcombination of marketing mix tools. IROCAMM: International Review Of Communication
And Marketing Mix, 1, 67-87.
Lashua, B., Johnson, C.W. and Parry, D.C., 2020. Leisure in the time of coronavirus: A rapid
response special issue. Leisure Sciences, pp.1-6.
Madushani, N. and Howshigan, S., 2020. A Behavioral Study on Leisure Shopping Purchasing
in Supermarket Setup. Asian Research Journal of Arts & Social Sciences, pp.41-51.
Máté, K.J.H., 2019. The Changing Paradigms of Contemporary Consumerism: sustainability,
adaptation and spatial tactics for shopping scapes (Doctoral dissertation, University of
Tasmania).
Reynolds, J., Lowe, M. and Howard, E., 2007. New shopping centres: is leisure the answer?.
International Journal of Retail & Distribution Management.
16
Smith, B., Rippé, C.B. and Dubinsky, A.J., 2018. India’s lonely and isolated consumers
shopping for an in-store social experience. Marketing Intelligence & Planning.
Triantafillidou, A., Siomkos, G. and Papafilippaki, E., 2017. The effects of retail store
characteristics on the n-store leisure shopping experience. International Journal of Retail &
Distribution Management.
Tourist shopping villages survey sheet
The following sheet shows the tourist survey on 3 categories. The mean of the data collected
from 100 respondents is used to fill the form.
TOURIST SHOPPING VILLAGES SURVEY
The survey you have just been given seeks to improve the experience of shopping in small towns in Australia. The work is being conducted by staff & students representing James Cook University. It is for university study and does not involve selling you any products. The survey is anonymous.
A: The Shopping Experience
Read each question and mark your answers by filling the circles like this:
1. The following is a list of reasons why people might visit a village like the one you are in today.
▪ We would like you to think about how important each item is to your decision to come here today. ▪ Then we would like you to indicate how well you think Hahndorf performs on each item.
How important is each item in your decision to come here today?
How well do you think Hahndorf
performs on each item?
NOT AT ALL IMPORTANT
VERY IMPORTANT
VERY POOR EXCEPTIONAL
Village atmosphere
Quiet day out
Be with friends
Cheap prices
Local products to buy
Show others around
Escape the city
Somewhere to relax
Special events
Learn about the place
Meet local people
Products unique to the region
See a particular attraction
A good place to be with family and friends
To see local products being made
NOT AT ALL IMPORTANT
VERY IMPORTANT
VERY POOR EXCEPTIONAL
2. Villages like this often have a theme or style. How much do the following themes or styles appeal to you?
NOT AT ALL APPEALING
VERY APPEALING
Local history & heritage buildings
Ethnic settlement history and heritage buildings
Special scenery or environment
Access to national parks & wilderness
Music, theatre & performances
Local food & wine / drinks
Local arts & crafts
Antiques
NOT AT ALL APPEALING
VERY APPEALING
3. We would like you to rate each of the village characteristics below in terms of how important they are to your shopping
experience and how well you think Hahndorf performs on each item.
How important is each item to your shopping experience?
NOT AT ALL IMPORTANT
VERY IMPORTANT
Physical layout of shops
Window display
Opening hours of shops
Neatness and cleanliness of shops
Variety of product selection
Choice of payment methods
Language ability of staff
Attitude of sales staff
Efficiency of sales staff
Price of product
Value for money
Availability of regionally distinctive products
NOT AT ALL IMPORTANT
VERY IMPORTANT
SURVEY NO.
0
1
2
3
4
5
6
7
8
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