Aditi Jadhav Research in Architecture Student Id- A17130

Purpose of visiting shopping malls

Literature Review

Shopping mall was built with an intention of people visiting for shopping and retail
purposes but now it has become to multi-functional place where people shop, watch
movies, play games, have social gatherings and have a meal . Factors such as cinema
halls, personal motives, social outings, restaurants and food court become a major
factor in visiting the mall where multiple facilities are provided rather than visiting
individual shops for convenience.
Based on a survey of urban shoppers, the study analyses the cognitive attributes of
shoppers towards attractiveness of shopping malls and intensity of shopping.
Personality traits of shoppers affecting preferences for shopping malls regarding store
assortment, convenience, distance to malls, economic advantage and leisure facilities
have also been discussed in the study. The discussions in the paper also examine the
specific evidence of the effects of ambience stimuli such as atmosphere, location,
events, public transportation, traffic, parking lot, services, hygiene, security,
promotion, sale, mall’s size, and design as major indicators of shopping mall
attractiveness. (Sebastian & Purwanegara, 2014).
According to this Research of Jakarta the 4 main factors influencing the respondents
were entertainment, hangout cafes dining restaurants and Shopping. Highest
percentage for the purpose of visiting malls was for hanging out and most of the
respondents were teen between the age of 12-18 according to this research.
The findings of the research conducted in Bashundhara city shopping mall suggest
that convenience, quality and availability of product, price, facility to socialize, food
facility, entertainment and overall service are the factors that affect the customer’s
attitude towards shopping mall. (Choudhary, Alam, & Islam, 2014)
They also point out that the attitude of customers towards shopping mall depends on
many variables. Among them, convenience, price, quality, availability etc are more
important. Any problem related to these aspects can build negative attitude towards
the shopping mall.

The research by Sipho Makgopa provide insight about utilitarian and hedonic
motivations of shopping mall visitors, as identified by (Cardoso and Pinto 2010), (El
Aditi Jadhav Research in Architecture Student Id- A17130

Hedhli et al. 2016), and (Kesari and Altulkar 2016).( El Hedhli et al. 2013) pointed
that shopping in a mall can contribute to the satisfaction of different of human needs
such as economic, social, esteem, and aesthetic needs. These shopping needs and
motivations have influence on shopping malls’ architecture and design which define
the shopping malls’ attributes. In this study, the shopping mall attributes that were
ranked highest at the Kolonnade Shopping Centre are the shopping mall’s
convenience and stores assortment available, respondent agreed the most with the
statements “Provides convenient parking”, “Offers a variety of stores” and “The
shopping mall/centre offers a variety of services”.(Makgopa, 2016) According to his
research Sipho also suggested shopping mall developers should create entertainment
facilities in the shopping mall to cater for the entertainment needs of the different
shopping mall visitors. In order to enhance shopping mall leisure, the shopping mall
managers should recruit retailers who host events, offer arcades and a playhouse for
children.

Bibliography
Choudhary, A., Alam, M. I., & Islam, S. (2014). A STUDY ON BASHUNDHARA CITY SHOPPING MALL.
CUSTOMERS’ ATTITUDE TOWARDS SHOPPING MALLS, 01-16.

Makgopa, S. (2016). Determining consumers’ reasons for visiting shopping malls .

Sebastian, E. H., & Purwanegara, M. S. (2014). INFLUENCING FACTORS AND ATTRACTIVENESS Of

SHOPPING MALL TO MALL BEHAVIOUR OF PEOPLE IN JAKARTA. 76-80.

Cardoso, P. and Pinto, S. (2010). Hedonic and utilitarian shopping motivations among Portuguese
young adult consumers, International Journal of Retail and Distribution Management, 38 (7), pp.
538-558.

El Hedhli, K., Zourrig, H. and Chebat, J.C. (2016). Shopping well-being: Is it just a matter of pleasure
or doing the task? The role of shopper’s gender and self-congruity, Journal of Retailing and
Consumer Services, 31, pp. 1-13.

Kesari, B. and Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and
hedonic shopping values, Journal of Retailing and Consumer Services, 31, pp. 22-31.