Investigation into Mall Visitation Motivation and Demographic Idiosyncrasies in Ghana

Abstract

This paper aims to investigate shoppers’ motivations for visiting the mall in respect of their demographic characteristics. The study was Cross-sectional and adopted the quantitative method. Structure questionnaire was used to collect data through a mall intercept approach. Factor analysis was conducted to determine the mall visitation motivations of shoppers and Chi-square test and regression analysis used to help answer the research questions. The paper found eight (8) key mall visitation motivations attract Ghanaian shoppers. Escapism influences the shoppers most, followed by pleasure flow, safety, aesthetic and architectural leisure, respectively. The least motivational factor is exploration. The result suggests that shoppers in Ghana are most likely to see the mall as an escape route from their daily hectic conditions and a place for relaxation.

Keywords

• Shopping motivation
• Ghanaian shoppers
• Shopping behaviour
• Shopper demography