IMPACT OF POOR ARCHITECTURAL FACTOR ON THE SUCCESS OF

SHOPPING MALL IN ADDIS ABABA THE CASE OF MEGENEGNA

PREPARED BY
NAME : ITEFA ANISA

ID: FUDS/UR15217/12

A PROPOSAL SUBMITTED TO THE DEPARTMENT OF

ARCHITECTURE

ADDIS ABABA,ETHIOPIA
 CHAPTER ONE
1.1 Introduction
A shopping mall is a large indoor or outdoor complex that houses multiple retail
stores, restaurants, and entertainment facilities. It offers a wide variety of goods and
services in one convenient location, often featuring amenities such as food courts,
movie theaters, and recreational areas. Shopping malls provide consumers with a
centralized destination for shopping, dining, and leisure activities(Reid and
Brown,2010).
A shopping mall is a multifaceted complex, either indoors or outdoors, that
accommodates numerous retail stores, dining establishments, and entertainment
facilities. These sprawling centers serve as convenient hubs where consumers can
access a diverse range of goods and services(AKKAR,M.,(2012).
Retail Stores Galore: Within a shopping mall, shoppers encounter an array of retail
outlets. From clothing boutiques to electronics stores, these shops cater to various
preferences and needs. The mall’s layout often organizes these stores into distinct
sections for ease of navigation(Rubenstein Harvey M.,(2011).
Movie Theaters for Entertainment: Many shopping malls include movie theaters,
providing an opportunity for visitors to catch the latest films. Whether it’s a
blockbuster action movie or an indie flick, the cinema adds an element of
entertainment to the mall experience (BEYARD, M. & O’MARA, W. (2015).
Recreational Areas and Play Zones: Families with children appreciate the recreational
areas within malls. Play zones, arcade games, and interactive installations keep young
ones entertained while parents shop. These spaces contribute to the mall’s family-
friendly atmosphere(DARLOW, C. 2012).
Socializing and People-Watching: Malls serve as social hubs. Friends meet up,
families bond, and acquaintances cross paths. People-watching becomes an
unintentional pastime as visitors observe the diverse crowd.

1.2 Back ground of the study

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The success of a shopping mall is influenced by a multitude of factors, and among
these, architectural design plays a pivotal role. The physical layout, aesthetics, and
functionality of a shopping mall can significantly impact consumer behavior,
retailer performance, and overall customer satisfaction. Therefore, understanding
the Impact of poor architectural factors that influence the success of shopping
malls is crucial for developers, architects, and mall manage (McArthur, 2011).

A shopping mall is a large indoor or outdoor area containing a variety of retail

stores, restaurants, and other amenities such as cinemas, arcades, and food courts.
Shopping malls are designed to provide consumers with a convenient and
centralized location to shop for a wide range of products and services, often
featuring multiple levels or floors connected by escalators or elevators. They have
become popular destinations for leisure activities as well as shopping, offering
entertainment options alongside retail opportunities(Ms.Lathak ,S.Mohapriya
(2015). Shopping malls serve as bustling hubs where people can explore an
extensive range of goods, from clothing and electronics to home decor and
groceries. Here are some key features of shopping malls:

Entertainment: Beyond shopping, malls offer entertainment facilities such as

cinemas, bowling alleys, and arcades. Families and friends can enjoy movies,
games, and other recreational activities. Social Spaces: Malls provide communal
spaces for people to meet, chat, and relax. Benches, seating areas, and open plazas
encourage social interaction.

Escalators and Elevators: To navigate different levels, malls feature escalators and
elevators. These vertical connections make it easy for shoppers to explore upper
floors. Convenience: The centralized location of malls makes them accessible to a
wide audience. Visitors can park their cars, use public transportation, or even walk
to the mall.

Events and Promotions: Malls often host events, seasonal sales, and promotional
activities. Live performances, workshops, and themed displays enhance the overall
experience(VERDİL, A., (2011).

1.3 STATEMENT OF THE PROBLEM

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Some of the shopping malls the resercher have ever visited in Addis Ababa include:-
Zefmesh grand mall and Metebabar mall. These malls enjoy a rather high traffic
flow of customers daily. It can be said that the quality of spaces and the experiences
created by these spaces are related to the success of the shopping mall. The success
of shopping malls in urban centers like Addis Ababa is influenced by various factors,
including architectural design. However, the presence of poor architectural factors can
significantly hinder the success and effectiveness of these malls.
In the case of Megenegna shopping mall in Addis Ababa, there are evident
architectural shortcomings that may be negatively impacting its performance. issues
related to poor architectural factors may include inadequate space utilization,
inefficient layout design, lack of aesthetic appeal, insufficient natural lighting and
ventilation, poor accessibility for shoppers, and inadequate integration of amenities
and facilities.

1.4 MOTIVATION
The researchers motivation stem from the need to understand the role of architecture
in commercial real estate success, to improve current architectural practices, and to
guide future development projects to ensure they meet the needs and expectations of
consumers and businesses alike.

1.5 GENERAL OBJECTIVES

The aim of the research is to study the current context of the development of public
formal shopping centers in the case of Megenegna and understanding the impact of
poor architectural factor on the success of shopping mall in Addis Ababa the case of
Megenegna.
1.5.1 SPECIFIC OBJECTIVES
 To examine the internal circulation of the shopping mall in Megenegna.
 To examine a convenient and comfortable space for shopping mall in
Megenegna.
 To examine the recreational facilities offered in the shopping mall in Megenegna.

1.5.2 RESEARCH QUESTIONS

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 What are the factor influencing the internal circulation of the shopping mall in
Megenegna?
 How to provide a convenient and comfortable space for shopping mall in
Megenegna?
 What are the recreational facilities offered in the shopping mall?

1.6 SCOPE OF THE STUDY

Spatial: The study focused on selected areas of Addis Ababa at Megenagna where
many shopping malls and visitors situated. Out of the many malls in Addis Ababa 3
shopping malls are selected for the study(Zefmesh grand mall, Medanialem mall and
Metebabar)
Thematic: the scope of this study will be conducted in the context of Megenegna
and focus on impact of poor architectural factor on the success of shopping mall in
Addis Ababa the case of Megenegna.

1.7 SIGNIFICANCE OF THE STUDY

Researchers and Academicians:
The study serves as a valuable addition to the existing body of knowledge in the field
of architecture and urban planning. Insights gained from analyzing architectural
factors in the context of shopping malls contribute to theoretical frameworks and
practical applications.By examining real-world cases like Megenegna Mall,
researchers can refine theories, propose new hypotheses, and validate existing
models.Academic institutions can incorporate the findings into their curricula,
enriching the education of future architects and urban planners.

CHAPTER TWO

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 RESEARCH METHODOLOGY
2.1 Description of Study Area
Megenagna, located between Bole and Yeka sub-cities in Addis Ababa, Ethiopia, is
one of the city’s key hub squares. It serves as a central point where people gather for
communication, travel in different directions, and exchange goods. The area
experiences significant traffic congestion due to its six major road intersections.
2.2 Data Gathering
 Visiting Sites: Physically visiting potential locations is crucial. Observe factors
like accessibility, infrastructure, and surroundings.
 Oral Questions: Engage with locals, business owners, and residents. Ask about
community needs, challenges, and preferences.
 Cultural Background Study: Understand local customs, traditions, and social
dynamics. Cultural context impacts site suitability.
2.3 Method of Data Collection/Procedure
2.3.1 The primary data source
Personal observation; the community in the study area were the main sources of the
primary data. Observed the topographic feature, landscape, drainage line, existing
socio-cultural and physical services now the place is under heavy structural
transformation; however, there are still so many things to address to solve over all the
problems and recommend panacea to the city problem once.

2.3.2 The secondary data source

The main sources use to collect the secondary data are Soft copies which include
Published books and journals, unpublished norms and standards, reports, brochures
from internet. The secondary data are collect through reading and note taking,
scanning and copying Books, Journals, Reports and Maps, browsing and extracting
through trusted websites.

2.4Types of Data
2.4.1 Quantitative Data:

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 Sales data: Quantitative information on the sales performance of retailers within
Megenegna shopping mall can provide insights into the financial impact of poor
architectural factors.
 Foot traffic data: Tracking the number of visitors to the mall over a period of time
can help assess the level of consumer engagement and its correlation with
architectural design.
 Customer surveys: Quantitative data from surveys conducted among shoppers can
capture their perceptions and satisfaction levels regarding various aspects of the
mall's architecture.
2.4.2 Qualitative Data:
 Interviews: Qualitative insights from interviews with mall developers, tenants,
architects, and shoppers can provide nuanced perspectives on the specific
architectural factors influencing the mall's success.
 Observational data: Direct observation of the mall's layout, signage, lighting,
seating arrangements, and other architectural elements can yield qualitative data
on their functionality and appeal.
 Reviews and feedback: Analyzing online reviews, feedback forms, and social
media comments related to Megenegna shopping mall can offer qualitative
insights into consumer experiences and perceptions.

2.4.3 Architectural Analysis:

 Floor plans and blueprints: Examining the architectural plans and layouts of
Megenegna shopping mall can provide insights into the design choices and spatial
configurations that may contribute to its success or challenges.
 Comparative analysis: Comparing the architectural features of Megenegna
shopping mall with other successful malls in Addis Ababa or similar cities can
highlight areas for improvement and best practices.

2.4.4 Operational Data Gathering:

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 Maintenance Records: Obtain records of maintenance activities and repairs
related to architectural elements within Megenegna shopping mall. These records
can provide insights into any issues or deficiencies affecting the functionality and
aesthetics of the mall.
 Cost Analysis: Gather data on the costs associated with architectural
modifications, renovations, or repairs conducted at Megenegna shopping mall.
This information can help assess the financial implications of addressing poor
architectural factors.