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Leisure Shopping - UK

DateSep, 2006
Pages167
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Abstract:
 As competition for consumer attention and share of discretionary spend increases it is increasingly important that retailers and shopping destination managers can engage and attract “leisure shoppers” and the attitudinal research in this report provides the basis for improving levels of understanding about what today’s consumer wants and expects of their leisure shopping experiences. Detailed research in the report identifies those that like to shop for pleasure and enjoyment, including as part of a day out, and assesses different behaviours in the context of the leisure shopping options available to them and what else they might be doing with their time.

This report assesses:
  • the extent that consumers today differentiate shopping trips and classify them as being undertaken not for provisioning or replenishment reasons but as trips undertaken for pleasure as part of their leisure lifestyles.
  • whether shopping for pleasure is an exclusively feminine trait rather than something masculine. Many men say that they do not enjoy shopping but research in this report questions the strength of the perception that many men simply don’t do shopping unless it is an absolutely essential act of replenishment.
  • whether leisure shoppers, especially men, have to be targeted in an indirect way, that is, encouraged to visit a location where shopping can take place without shopping itself as being perceived by the visitor as the sole purpose for visiting that location.
  • the importance of the role of leisure and entertainment facilities at shopping locations. Consideration is given to how the provision of leisure facilities can influence usage and attitudes and whether those visiting leisure attractions that have shops also use them while they are there.
  • future opportunities for developing the appeal of shopping and leisure destinations to all consumer groups. Special reference is given to developing appeal among those in the grey age groups who have time as well as wealth, which make them key targets to retailers.
The future challenge for retailers and destination managers is to get more leisure shoppers, men as well as women, old as well as young, to visit their destination more frequently. Only by improving the quality of the experience can retailers and destination managers hope to maintain, let alone increase the frequency of visits.


Table of contents:
ISSUES IN THE MARKET
ABBREVIATIONS


INSIGHTS AND OPPORTUNITIES


MARKET IN BRIEF
Shopping a growing leisure activity
The UK consumer shops for pleasure on average 24
times a year, or around twice a month
Figure 1: Leisure shopping, by age and socio-economic group, May 2006
Shopping has a high standing in the hierarchy of leisure activities
Retailers need to offer a superior leisure experience
Greater managed space gives leisure shoppers unprecedented choice
Opportunity to develop retail at leisure venues
The most popular leisure shopping destinations
Target leisure shopper groups
Stimulating the leisure shopper in future


THE IMPORTANCE OF SHOPPING AS A LEISURE ACTIVITY
Key findings and implications
Shopping has a high standing in the hierarchy of leisure activities
Shopping is about more than just replenishment
Conclusions
Offering a superior leisure experience
Other leisure options offer additional retailing opportunities
Shopping is a key leisure activity
Figure 2: Venues for day trips and days out in the UK, November 2005
Retail complexes attract good quality footfall
Gender bias towards women but men an important element of leisure shoppers
Figure 3: Those visiting a retail complex for a day out, by gender and socio-economic group, November 2005
Shopping relatively important in context of in- and out-of-home activities
Figure 4: Leisure activities undertaken, September 2005
Weekday leisure shopping drives footfall in off-peak periods - loyalty must be retained
Men and more affluent are more active leisure shoppers at the weekend
Investment in delivering high-quality experience at the weekends is of critical importance
Work patterns a critical factor influencing leisure shopping behaviour
More affluent have plenty of out-of-home leisure options
Other venues for days out attract high-quality footfall
Figure 5: Visiting leisure venues, by socio-economic group, November 2005
Active participation in sport and spectator sports places demands on leisure time...
...but sports creates significant leisure retail opportunities
The Great Outdoors - an important leisure interest with retail potential


TOMORROW’S SHOPPER - FACTORS INFLUENCING LEISURE AND FINANCIAL LIFESTYLES
Key issues and implications
Changing population profile offers new opportunities
Changing working patterns also offer the leisure sector new opportunities
Rising affluence and aspirations strongly positive for consumerism
Retailers having to contend with falling share of discretionary spend
Conclusions
Grey pound an important target
Improving value to increase frequency of use
Winning loyalty through better quality
Demographic trends
Interpreting population profile trends to maintain market relevance
Figure 6: Trends in UK population, by age, 2001 and 2011
Increased numbers of older people - a good quality leisure retail opportunity?
Family-rearing age adults in decline and birth rate falling - drives a need to focus on quality not volume
Minor bulge in numbers of 20-24-year-olds - youth lifestyles continue to have a strong influence
Balancing work and leisure time
High levels of employment mean leisure time is at a premium
Figure 7: UK labour market, 2001-11
Decreasing hours at work improves work/life balance
Figure 8: Usual weekly hours in employment, seasonally adjusted, by gender, 1995-2005
Lifestage trends emphasise importance of targeting older people
Socio-economic trends favourable for expenditure and consumption
Economic trends
Rising affluence increases spending power and interest in shopping
Figure 9: PDI and consumer expenditure, at current and constant prices, 2001-06
Tracking PDI against consumer expenditure emphasises trends in consumer confidence
Figure 10: Annual change in PDI and consumer expenditure, 2001-05
Figure 11: Annual real growth rates for consumer expenditure and PDI, 2001-06
The outlook for 2006 remains fragile
Fragility based on mounting debts but debt funding aspirational lifestyles
Figure 12: Net lending to individuals, 2005-06
Debt underpinned by employment prospects and rising house prices
Funding expenditure through Mortgage Equity Withdrawal (MEW)
Figure 13: MEW as percentage of post-tax income, 2000-06
Consumer spend vulnerable to changes in cost of debt
Consumer spend vulnerable to changes in employment prospects
Competing for share of disposable income
Competition for leisure spend increasing with rising aspirations and increased financial insecurity
Figure 14: Overview of total consumer expenditure in the UK, 1995 and 2005
In-home media
Internet penetration up to 61% - online shopping of growing importance
Quality of experience differentiates usage

LEISURE SHOPPING DESTINATION OPTIONS
Key findings and implications
Increased amount of managed space gives leisure shoppers unprecedented choice
Catchment area size and composition changing
Active management needed to improve positioning and returns
Conclusions
Increased amount of managed space increases shopper options...
...but also increases competition between destinations for shopping time and attention
Footfall generation a key objective
Increasing numbers of shopping destination options
Shopping centre space up by 20% since 2001
Figure 15: Shopping centre space, 2001 and 2006
Retail Warehouse and Leisure schemes up by 6%
Figure 16: Trends in numbers of managed schemes, by type, 2003 and 2005
Figure 17: Number of managed schemes, 2003 and 2005
Retail parks - sustained growth despite tighter planning regime
Retail warehousing development - destination stores on the increase
Leisure scheme - growth potential for combined leisure retail
Leisure park - static in development terms
Shopping park - rapid growth for mini out-of-town destinations
Retail and leisure park - restricted by availability of suitable sites
Shopping and leisure centre - in-town developments restricted by site availability
Factory outlet centres - space occupied up by 44% since 2001 but pipeline exhausted
Figure 18: Factory outlet space, by region, 2001 and 2006

SHOPPING FOR PLEASURE - WHO DOES IT AND HOW OFTEN?
Key findings and implications
Shopping is of growing importance as a leisure activity
Limited gender variation emphasises sociability and inclusiveness
Quality issues with some types of footfall
Targeting opportunities among ABC1 pre-/no families and families
Conclusion
Detailed findings
Pleasure shopping trips have widespread and growing popularity
Figure 19: Pleasure shopping trips, 2003 and 2006
More people are leisure shopping more frequently
Figure 20: Frequency of pleasure shopping trips, 2003 and 2006
The UK consumer shops for pleasure on average 24
times a year, or around twice a month
Figure 21: Leisure shopping, by age and socio-economic group, May 2006
Young and less affluent are most frequent leisure shoppers
Narrow gender divide among pleasure shoppers at all frequencies
Figure 22: Frequency of leisure shopping trips, by gender, May 2006
Leisure shopping is not exclusively undertaken by women
Families, ABC1 pre-/no family adults and ABC1 retireds are among the most active pleasure shoppers
Figure 23: Average number of trips per year, by lifestage and Mintel’s Special Groups, May 2006
Less affluent families more inclined to be frequent pleasure shoppers than more affluent families
Young affluent consumers a key target group
Affluent greys are frequent leisure shoppers
Leisure shopping refuseniks

LEISURE SHOPPING DESTINATIONS
Key findings and implications
Day-trip destinations
Major town centres have strongest drawing power and must utilise appeal of shopping centres
Regional shopping centres a strong draw for families and hugely influential on shopping patterns within the region
Shopping parks gaining significant following
Factory outlet/designer outlet centres
City centres attract young and old alike
Shorter-trip destinations
Garden centres more popular destination than DIY goods and grocery stores for shorter shopping trips
Home-centric focus attractive to other leisure shoppers
Conclusions
Destination development
Destination promotion
Format development
Detailed findings
Diversity of destinations used for leisure shopping trips
Figure 24: Pleasure shopping trips destinations, May 2006
No single day-trip destination has dominant appeal
Garden centres more popular destination than DIY and grocery stores for shorter shopping trips
Shopping parks and factory outlet centres have strong enough offer to attract day-trip visitors
Proportion of visitors to London not affected by external factors
ABC1 adults most active leisure shoppers across each lifestage
Figure 25: Day-trip destinations, by ABC1 lifestage groups, May 2006
Affluent pre-/no family adults have above-average use of all day-out destinations
Affluent families drawn to out-of-town locations
City centres reliant on older as well as younger affluent consumers
Garden centres’ popularity based on appeal to active third agers and retireds
Figure 26: Shorter shopping trips, by ABC1 lifestage groups, May 2006
Garden centres attracting the grey pound
Home-centric focus for those making shorter shopping trips
Many leisure shoppers have narrow repertoires
Figure 27: Number of destinations used by leisure shoppers, May 2006
Promiscuous shoppers most open to persuasion

SOCIABILITY OF SHOPPING FOR PLEASURE
Key findings and implications
Partnership shopping emphasises the need for an inclusive experience
Females and pre-/no family adults predominate among the go-it-alone group
Youngsters go together
Shopping is a full-on family activity for an important group of consumers
Conclusions
Girls love to shop - some alone, some not
Grey group sociability and format development
Solus men a challenging target group
Detailed findings
Pleasure shopping is a sociable activity - a minority go shopping alone
Figure 28: Composition of groups making pleasure shopping trips, May 2006
Partners please
Figure 29: Those shopping with partners, by gender and lifestage, May 2006
Partnership shopping is the most popular type of trip
Solus shoppers suit themselves
Figure 30: Those shopping alone, by gender and lifestage, May 2006
Females and pre-/no family adults predominate among the go-it-alone group
A significant element of men shop for pleasure alone
Friends do it together
Figure 31: Those shopping with friends, by age, May 2006
Youngsters go together
Shopping is a full-on family activity for an important group of consumers
Sub-family groups comprised of mainly women and one other family member

SHOPPING WHEN VISITING LEISURE ATTRACTIONS
Key findings and implications
Regular purchase penetration is low
Shared characteristics of high-frequency and occasional shoppers make them prime development target
Conclusions
Low usage implies dissatisfaction with these shops
Improve take-up among frequent and occasional users
Detailed findings
Low frequency of purchase a key issue for operators
Figure 32: Usage of shops at leisure attractions, May 2006
Targeting frequent and occasional users
Figure 33: Use of shops at leisure attractions, by gender, Mintel’s Special Groups and presence of children, May 2006
Characteristics of high-frequency purchasers imply scope for development
Increasing frequency among occasional purchasers offers significant potential for the future
The majority not using or only using infrequently are unlikely to be easily converted

RETAILING AT LEISURE VENUES
Key findings and implications
Widespread participation and interest in sport creates strong leisure retailing opportunities
Cultural and environmental attractions making important additional income from retailing
Conclusions
Usage penetration indicates many visitors do not use on-site shops
Experience of the shop must also be good
Mementos as must-have items
Participants responsive to specialists
Retailing to participants in sports
Outdoor activities at an indoor destination
Innovative combination of retailing and fitness centres
Figure 34: JJB Sports sales and operating profits, by division, 2004/05 and 2005/06
Outdoor leisure retailing opportunities - an important target market for the grey pound
Merchandise-mad fans
Museums and art galleries
Historic houses, gardens and monuments
Theatres
Zoos, wildlife and animal parks
Major attractions and theme parks

CONSUMER MOTIVES FOR PLEASURE SHOPPING
Key findings and implications
Presenting ideas that inspire
Retail as therapy
Turning browsers into buyers
Keeping consumers interested in shops
Conclusions
Detailed findings
New products and ideas a prime stimulus to leisure shoppers
Figure 35: Reasons to go pleasure shopping, May 2006
ABC1 pre-/no family group prime seekers of new ideas and the opportunity to look at clothes
Figure 36: Main motives for pleasure shopping, by gender and Mintel’s Special Groups, May 2006
Young homeowners open to new ideas
Young fashion has to be fastest of all fast fashions
Women dominate among gift seekers
Shopping as therapy
Figure 37: Motives for going pleasure shopping, by gender and Mintel’s Special Groups, May 2006
Feelgood factor for women
Browsers skewed towards older consumers
Impulse buyers skewed towards younger, more affluent consumers
Figure 38: Other motives for going pleasure shopping, by gender and Mintel’s Special Groups, May 2006
Younger adults can’t help but spend
The threat of Internet shopping

CONSUMER BEHAVIOUR AND PREFERENCES
Key findings and implications
Well catered for shoppers likely to stay longer
Delivering leisure with retail is a key driver of footfall
The opportunity to interact with staff providing specialist services attracts shoppers in key groups
Families attracted by entertainments provided at destinations
Conclusions
Active management best tailors experience offered to consumers’ needs
Detailed findings
Eating while out shopping is the most widespread type of behaviour
Figure 39: Shopper behaviour and preferences, May 2006
Meal appeal has widespread popularity
Figure 40: Combining pleasure shopping and a meal, by gender, Mintel’s Special Groups and presence of children, May 2006
Variety and distinctiveness required
Just like to shop
Figure 41: Go pleasure shopping to shop, by gender and Mintel’s Special Groups, May 2006
Fuss-free shopping
Leisure combiners linger longer
Figure 42: Combining shopping with leisure activity, by gender and lifestage, May 2006
More men will combine shopping with a leisure activity
Specialist services attract discerning shoppers

TARGETING THE LEISURE SHOPPER
Key findings and implications
Composition and response stimuli of the principal target groups
Conclusions
Competition for attention is widespread among all groups
Opportunities for retailers and catering providers to joint-promote
Opportunities for retailers to engage with affluent homeowners
Detailed findings
Experience-oriented - 9% of respondents
Interactive Shoppers - 14% of respondents
Food and Shop - 27% of respondents
Just Like Shopping - 50% of respondents
Figure 43: Behavioural cluster groups, May 2006
TARGETING CLUSTER GROUPS
Experience-oriented
Who to target: Less affluent, young parents with young children
Figure 44: Experience-oriented leisure shoppers, by socio-economic group, household income and detailed lifestage, May 2006
Child-oriented entertainment a key draw
Promiscuity in usage patterns implies high receptivity to marketing communication
Figure 45: Key behaviours among Experience-oriented shoppers, May 2006
Easy to win, hard to retain
Major grocers attracting this group for shorter leisure shopping trips
Targeting through media
Interactive Shoppers
Who to target: Affluent, pre-/no family and working age third age adults
Figure 46: Interactive Shoppers, by socio-economic group, detailed lifestage and household income, May 2006
Highly desirable target group
High participation for short trips as well as day trips
Figure 47: Key behaviours among Interactive Shoppers, May 2006
Wide repertoires used and must be marketed to
Targeting through media - Internet a threat as well as an opportunity
Food and Shop
Who to target: Pre-/no family and third age couples, retired singles
Figure 48: Food and Shop group, by detailed lifestage, May 2006
Broad-based group focused on food
Frequent shoppers and broad focus of destinations
Figure 49: Key behaviours among Food and Shop group, May 2006
High frequency and promiscuity make them open to persuasion
Just Like Shopping
Who to target: third age singles, retired couples
Figure 50: Just Like Shopping group, by gender, household income and detailed lifestage, May 2006
Hard group to target
Repertoire usage shows promiscuity among most attractive cluster groups
Figure 51: Destination repertoires, by cluster groups, May 2006
Destination development among key target groups
London
Figure 52: Trips to London, by CHAID groups, May 2006
Increased frequency among known visitors
Day-trip destinations
Figure 53: Day-trip destinations, by CHAID groups, May 2006
Shopping parks a growing threat to factory outlet centres
Strong competition between all day-trip destinations and regional shopping centres
Shorter shopping trips
Figure 54: Shorter shopping trips, by CHAID groups, May 2006
Garden centres capturing spend from high earners
Growing impact of major grocery stores

FUTURE AND CONCLUSIONS
Converting leisure shopping footfall into sales
External engagement through visual stimulation
In-store engagement through staff
Engagement through products
Creating interesting stores
Marketing mixed-use schemes to encourage combined activity visits
Destinations are brands that need active management
Creating interest at destinations
Countering the Internet threat


APPENDICES
Figure 55: Venues for day trips and days out in the UK in the past 12 months, November 2005
Figure 56: Most popular days out, by gender, age and socio-economic group, November 2005
Figure 57: Other popular days out, by gender, age and socio-economic group, November 2005
Figure 58: Those spending leisure time looking around the shops, by gender, age and socio-economic group, September 2005
Figure 59: Those spending leisure time looking around the shops, by working status and lifestage, September 2005
Figure 60: Those spending leisure time playing sport and going to live sporting event, by gender, age and socio-economic group, September 2005
Figure 61: Most popular outdoor sports and activities, by gender, age and socio-economic group, September 2005
Figure 62: Trends in the UK population, by age, 2001-11
Figure 63: Trends in lifestage groups, 2001-11
Figure 64: Trends in socio-economic groups, 2001-11
Figure 65: PDI, at current and constant 2001 prices, 2001-11
Figure 66: Trends in consumer expenditure, at current and constant 2001 prices, 2001-11
Figure 67: Monthly net lending to individuals, seasonally adjusted, May 2005-May 2006
Figure 68: Net lending to individuals, total amount outstanding, seasonally adjusted, May 2005-May 2006
Figure 69: MEW as % of post-tax income, 2000-06
Figure 70: Unemployment trends for November-January period, 2001/02-2005/06
Figure 71: Trends in shopping centre space, by region, 2001 and 2006
Figure 72: Major shopping centre development (>30,000 sq m), 2006-08
Figure 73: Principal regional shopping malls, ranked by GLA, 2005
Figure 74: Top ten in-town shopping centres, ranked by GLA, 2005
Figure 75: Top ten leisure schemes, by floorspace, 2005
Figure 76: Top ten retail and leisure parks, by floorspace, 2005
Figure 77: Top ten shopping parks, by floorspace, 2005
Figure 78: Trends in factory outlet/outlet malls space, by region, 2001 and 2006
Figure 79: Top ten outlet malls, by floorspace, 2005
Figure 80: Average number of shopping trips per year, by gender, age, socio-economic group, lifestage, household income, tenure, ACORN category and commercial TV viewing, May 2006
Figure 81: Average number of shopping trips per year, by composition of shopping group, May 2006
Appendix - Cluster group differentiators
Experience-oriented - 9% of respondents
Interactive Shoppers - 14% of respondents
Food and Shop - 27% of respondents
Just Like Shopping - 50% of respondents


THE CONSUMER - DETAILED CONSUMER DEMOGRAPHICS
Figure 82: Frequency of pleasure shopping trips, by gender, age and socio-economic group, May 2006
Figure 83: Frequency of pleasure shopping trips, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 84: Frequency of pleasure shopping trips, by region and media consumption, May 2006
Figure 85: Frequency of pleasure shopping trips, by supermarket used for grocery shopping, May 2006
Figure 86: Those never making pleasure shopping trips, by region and media consumption, May 2006
Figure 87: Those never making pleasure shopping trips, by supermarket used for grocery shopping, May 2006
Figure 88: Most popular pleasure shopping destinations, May 2006
Figure 89: Most popular pleasure shopping destinations, by gender, age and socio-economic group, May 2006
Figure 90: Most popular pleasure shopping destinations, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 91: Other popular pleasure shopping destinations visited, by gender, age and socio-economic group, May 2006
Figure 92: Other popular pleasure shopping destinations visited, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 93: Most popular pleasure shopping destinations visited, by region and media consumption, May 2006
Figure 94: Most popular pleasure shopping destinations visited, by supermarket used for grocery shopping, May 2006
Figure 95: Other popular pleasure shopping destinations visited, by region and media consumption, May 2006
Figure 96: Other popular pleasure shopping destinations visited, by supermarket used for grocery shopping, May 2006
Figure 97: Number of leisure shopping destinations used, May 2006
Figure 98: Leisure shopping destination repertoires, May 2006
Figure 99: Composition of groups making pleasure shopping trips, by gender, age and socio-economic group, May 2006
Figure 100: Composition of groups making pleasure shopping trips, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 101: Composition of groups making pleasure shopping trips, by region and media consumption, May 2006
Figure 102: Composition of groups making pleasure shopping trips, by supermarket used for grocery shopping, May 2006
Figure 103: Usage of shops at leisure attractions, by gender, age and socio-economic group, May 2006
Figure 104: Usage of shops at leisure attractions, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 105: Usage of shops at leisure attractions, by region and media consumption, May 2006
Figure 106: Usage of shops at leisure attractions, by supermarket used for grocery shopping, May 2006

CONSUMER ATTITUDES AND TYPOLOGIES - DETAILED CONSUMER DEMOGRAPHICS
Figure 107: Most popular reasons to go pleasure shopping, by gender, age and socio-economic group, May 2006
Figure 108: Most popular reasons to go pleasure shopping, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 109: Other popular reasons to go pleasure shopping, by gender, age and socio-economic group, May 2006
Figure 110: Other popular reasons to go pleasure shopping, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 111: Least popular reasons to go pleasure shopping, by gender, age and socio-economic group, May 2006
Figure 112: Least popular reasons to go pleasure shopping, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 113: Most popular reasons to go pleasure shopping, by region and media consumption, May 2006
Figure 114: Most popular reasons to go pleasure shopping, by supermarket used for grocery shopping, May 2006
Figure 115: Other popular reasons to go pleasure shopping, by region and media consumption, May 2006
Figure 116: Other popular reasons to go pleasure shopping, by supermarket used for grocery shopping, May 2006
Figure 117: Least popular reasons to go pleasure shopping, by region and media consumption, May 2006
Figure 118: Least popular reasons to go pleasure shopping, by supermarket used for grocery shopping, May 2006
Figure 119: Most popular behaviour and preferences, by gender, age and socio-economic group, May 2006132 Figure 120: Most popular behaviour and preferences, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 121: Other popular behaviour and preferences, by gender, age and socio-economic group, May 2006
Figure 122: Other popular behaviour and preferences, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 123: Most popular attitudes towards pleasure shopping, by region and media consumption, May 2006
Figure 124: Most popular attitudes towards pleasure shopping, by supermarket used for grocery shopping, May 2006
Figure 125: Other popular attitudes towards pleasure shopping, by region and media consumption, May 2006
Figure 126: Other popular attitudes towards pleasure shopping, by supermarket used for grocery shopping, May 2006
Figure 127: Cluster groups, by region and media consumption, May 2006
Figure 128: Cluster groups, by supermarket used for grocery shopping, May 2006
Figure 129: Those never making pleasure shopping trips, by gender, age and socio-economic group, May 2006
Figure 130: Those never making pleasure shopping trips, by lifestage, presence of children and Mintel's Special Groups, May 2006
Figure 131: Cluster groups, by gender, age and socio-economic group, May 2006
Figure 132: Cluster groups, by lifestage and presence of children, May 2006
Further analysis of research by cluster groups
Figure 133: Cluster groups, by frequency of leisure shopping trips, May 2006
Figure 134: Cluster groups, by destination visited, May 2006
Figure 135: Cluster groups, by composition of groups, May 2006
Figure 136: Cluster groups, by motives for pleasure shopping, May 2006
Figure 137: Cluster groups and shopping at leisure destinations, May 2006
Figure 138: Destinations used, by CHAID groups, May 2006

APPENDIX: RESEARCH METHODOLOGY




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