literature review

SUBMITTED BY :
KRITI BASHYAL
INTRODUCTION:
• Shopping malls are designed to persuade users to adopt certain physical
and social behaviours related to shopping.
• The shopping mall image is a holistic entitycreated from the elements such
as retail mix, infrastructure and atmosphere.
• Malls perceived to have a pleasant and moderately arousing atmosphere
are likely to be morefavoured by shoppers than those with less pleasant
atmosphere.
• The researcher furtherstated, mall designers manipulate the behaviour of
shoppers by consciouslydesigning a symbolic landscape that provokes
consumption–oriented behaviours.
• Entertainment centres, entertainment and destination venues, once oflittle
significance to shopping centres and malls, are now growing in importance
asan essential part of the mix, since in order to attract today’s consumer,
goods alonedon’t work.
• The location for a mall is an isolated site, a clustered site or otherwise, a
siteshould not be simply selected because it is available. A suitable site
must have theright combination of access, visibility, size, topography,
drainage, zoning, utilities,and traffic and travel barriers.
• The consumers’ choice of supermarkets is influenced by store
characteristics and also by parking lot characteristics.
• The probability of choosing aparking lot decreases with an increasing
size, suggesting that customers want toavoid long walking distances.
• Mall shoppers have higher needs than others for ‘sense of
belonging’,‘warm relationships’ and ‘security’.
• Their needs are also higher for ‘excitement’. Itwas also hypothesized
that needs for ‘self–fulfilment’, ‘self–respect’, and a ‘sense
ofaccomplishment’ are negatively related to mall–visit–frequency.
• Mall shopping attitude as the shopper’s attitudetowards a variety of
dimensions including location, variety of stores, parking, mall employee
behaviour, price, quality, customer service, promotional
activities,ambience, mall amenities, food and refreshments and safety.
• The relationship between three factors–tenant variety, mall environment
and consumer shopping involvement and studiedthe influence of these
factors on shopper excitement and desire to stay at a mall.
• Environmental factors by grouping them into music, lighting and
temperature, layout, architectural design and interior decor.
• Interestingly differential influence from the environmental factors on
excitement and desire to stay.
• Cinemas do function as an attractor by increasingmall traffic (footfalls)
and the sales of other mall store.
COLUMNS SPACING :
PARKING AND TRAFFICE:
• Significant dimension is along the mall as this
involves the widths,i.e. frontages of stores. • A ratio between5 and 6 car spaces per 1000sq.ft. of
leasable store area is mandatory.
• Often used spaces are 20,25 and 30ft, with the
last the most flexible. • in the matter of parking layout, car stalls can be set
at angles like 70’to the lanes , which then requires
STORE DEPTHS: one way traffice :or stalls can be at 90’ to the
• Buildings are usually 120 to 140ft lanes,permitting two way traffice .
deep,sometimes more to accommodate larger
stores.
• If there are basements or mezzanines , the depth
dimension usually can be reduced 20 to 25
percent.
CLEAR HEIGHT:
• These vary from 10 to 14 ft or more,with 12 ft.
a good average.
• Above this dear height ,there must be adequate
space for air conditioning ducts, rececessed
lights, structural system.
SHOP SIZES AND LAYOUTS :
• 12 to 15 ft wide by 50ft long in larfe cities and 15 to 18 ft by 60 to 80 ft long in
smaller cities.
• these dimension apply particular the shops in 100 percent retail districts.
• Basements 8 to 9 ft high , in the clear pemit economical stock storage.
• Ground floors are preferably approximately 12 ft high if no mezzanine is
included;mezzaninnes at least 7 ft inch above floor level will accommodate most
fixture heights.
 SMALLER SHOPS LARGE SPACE USER
• Structural mode: mostly 5.4 depening on
• Structural mode: mostly 5.4 depening on beam beam depth,single storey building.
depth,single storey building. width=7.3 to 9.2
width=5.3 to 6 • Clear ceiling :with floor; floor spacing 4 to 5
• Clear ceiling : to underside of beam ;sale are m
non sales area height= 3.6 min
height=3.3 to 3.8 • Car parking:

3.2 to 3.6 Supermarket=10 -12 car spaces 100m^2 gross

retail area
• Car parking:
Shopping center=4-5 car spaces 100m^2gross
retail area
• Typical floors loading :
1. Shop sale area=5 KN/m^2
2. Shop storage=10KN/m^2
3. Design load for service yardd= 20KN/m^2