Predictive Models for Household Spending Behavior in Shopping Malls in SOCCSKSARGEN, Philippines

Abstract

This paper brought together income and non-income factors, namely, household size, mall situational factors and consumer decision-making styles to generate predictive models for household spending in malls using hierarchical regression analysis. Self administered questionnaire was answered by 416 household representatives in real time setting. Results generated 11 statistically significant models (p<.05). Predictive model for aggregate spending on mall offerings is a function of income, household size and task definition situational dimension. Spending in specialty stores, appliance stores and pharmacy have the same model, which is a function of income. Spending in department stores and spending on other services have the same model, which is a function of income and fashion-conscious decision style. Spending in bookstore is a function of income and recreation-conscious decision style. Spending behavior in hardware is predicted by income and brand-conscious decision style. The model for spending in entertainment is predicted by income, fashion-conscious decision style and recreational decision style. Spending behavior for food have income, household size and mall physical surrounding situational dimension as predictors. Spending in grocery has income, household size and confused by over-choice decision style as predictors. As a synthesis of income and non-income factors, the framework used in this study provides a new paradigm for understanding spending behavior of households, particularly the household mall shoppers. The spending models will serve as guide in understanding specific factors, particularly those internal to the mall.