PRESS RELEASE - Dec 07
LEEDS STUDENT RESEARCH REVEALS THE TRUTH BEHIND THE MALE SHOPPING EXPERIENCE
Students from Leeds Business School, part of Leeds Metropolitan University, have undertaken research into how the male and female shopping experience differs as part of a series of projects sponsored by Hammerson plc.
The team of 60 students, who are currently studying MSc Marketing, MA International Business and BA Business Studies, have completed a large number of small scale qualitative projects that will be used to help shape Leeds’ new 100,000m2, retail-led Eastgate Quarters development – a joint venture between Hammerson plc and Town Centre Securities plc, known as The Leeds Partnership.
This latest research explores how gender affects the shopping experience more than any other variable such as age, race or socio-economic group. Most interestingly, the findings show that many of today’s shopping centres place too much emphasis on female shopping needs despite the rise in solo shopping for both men and women as a result of societal changes. One conclusion drawn from these findings is that developers of new shopping areas should consider the inclusion of male shopping zones.
Some of the other key results have revealed that while men tend to be single minded and focus on purchasing specific items, women use shopping as a social and therapeutic activity. In addition, men are more likely to enjoy trips to grocery stores but not malls, with the reverse being true for women.
Rob Hancox, assistant development director at Hammerson plc comments: "The findings from the students’ research have proved very interesting and will now be considered as we move forward with Eastgate Quarters. It was obvious that everyone involved with this research worked extremely hard and the students should be proud of the results they have achieved.
"Many of these students have the potential to establish successful careers in retail. They could soon be helping us to shape the future of the sector as we create one of the largest schemes of its kind in the UK – a scheme that will place Leeds firmly on the European retail stage. It is therefore fantastic to start working with these talented people now."
John Temperley, senior lecturer at Leeds Business School, added: "This project involved students studying retail and consumer behaviour modules at both undergraduate and postgraduate levels. The key feature was that it allowed students to combine academic and employability skills, meaning they were able to apply theoretical knowledge to an exciting new development. That they were able to deliver their market research with such a high level of professionalism is a credit to them."
Eastgate Quarters will be anchored by a 24,150 m2 John Lewis store and will include over 100 retail units, office accommodation, restaurants and bars, a hotel, up to 600 new homes and 2,700 associated car parking spaces. It is anticipated that construction of Eastgate Quarters will begin in 2009, with completion in 2012.