The Influence of Entertainment Marketing and Customer Attraction by Shopping Malls in Nairobi
Abstract
In this increasingly competitive global environment, entertainment marketing has become
more relevant for the shopping malls. The research in the area of shopping mall is very
limited in Kenya .The connection between entertainment marketing practices and customer
attraction has been of interest in performance of shopping malls in Nairobi. It is against this
background that this research was carried out to establish the extent to which entertainment
strategies are used by shopping malls in Nairobi to attract consumers who seek fun and
enjoyment through their mall activities. These attractiveness attributes covered seven factors.
The research target population was ten shopping malls and respondents consisted of
marketing managers, tenants and shoppers. A descriptive research design was used and
primary data were collected through semi-structured questionnaires which were filled using
center intercept interviews approach following systematic sampling. Three objectives were
examined. The most important finding showed that all seven factors have a positive effect on
customer attraction to a shopping mall in the Nairobi market; that positive experiences result
in repeat business; and that entertainment can be an effective strategy of increasing customer
visits and shopping malls performance. Further to this marketing of entertainment was
perceived to encounter unique challenges in implementing the marketing tools. The research
limitation was that the study was limited to Nairobi. Future research should study the
moderating effect of variables such as brand image, the variety of stores, location and
shoppers pursuing particular goods and services who are not generally drawn to
entertainment activities.
Publisher
University of Nairobi
Rights
Attribution-NoDerivs 3.0 United StatesUsage Rights
http://creativecommons.org/licenses/by-nd/3.0/us/Collections
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