An Empirical Study of Factors Influencing Consumers’ Purchasing Behaviours in Shopping Malls

Since a couple of years ago, the development of shopping malls is booming in the Klang Valley-Kuala Lumpur area in Malaysia. Motivating consumers for frequent visits to shopping complexes is imperative in order to run a successful shopping mall in such a competitive retail environment like the Klang Valley-Kuala Lumpur with over 100 shopping plazas. Getting knowledge of the elements attracting consumers to visit a shopping mall and make purchases is of greatest importance in order to achieve high profit return and increase economic growth and development of a nation. The objective of this research paper is to study the factors influencing the consumers’ buying behaviours in the shopping malls. The environmental related factors (building structure, atmosphere, sounds and music and fragrance and smell), services related factors (personal services, price, advertising and promotion), administrative related factors (tenant mix, anchor tenant, entertainments) as well as transportation and location related factors (parking, location, accessibility) were identified as independent variables and consumer’s buying behaviour within the malls as a dependent variable. A research framework was developed based on a thorough literature review. There were 200 responses collected from consumers in four shopping malls in Klang Valley-Kuala Lumpur area. Correlation and multiple regression analyses were carried out using the SPSS software package to obtain the results. The results of this research indicate that environmental, transportation and location related factors have significant impact on consumers’ buying behaviours in the shopping malls. The results congruent with previous studies by Brengman et al. (2012) and Grimmer et al. (2016) that indicated that environmental related factors have positive effects on consumers’ purchase behaviours. Additionally, this study also found that transportation and location related factors have significant relationship with consumers’ purchase behaviours as mentioned by Saber et al. (2017) and Samiran et al. (2015). The findings can be adopted by the shopping malls’ managers to improve overall shopping malls’ performance as well as by mall developers to evaluate the mall site’s location and construction designs. For academicians, this study could be used as a ground work for further exploration of the possibilities to influence consumers’ purchase behaviours through different marketing strategies to increase sales and profits.

EVALUASI KEBERHASILAN BAURAN PENYEWA MALL KUNINGAN CITY

This study aims to determine the right tenant mix for the Kuningan City Mall shopping center in an effort to increase the number of visitors and tenants. Kuningan City Mall has a Lifestyle & Entertainment concept that aims to complement the needs and entertainment for the surrounding area of the Setiabudi District, South Jakarta. In this case, several analyzes are conducted, namely location analysis, market analysis, comparative analysis of Mall Kuningan City with its competitors, and analysis of people's perspectives and perspectives, with the help of several analytical tools to be used namely descriptive, SWOT, comparison method, questionnaire. The analysis results obtained will be used as consideration for a new management strategy for Kuningan City Mall in an effort to increase the number of visitors and tenants. Keywords: competitors; management strategy; occupancy rate; shopping center; tenant mixAbstrakPenulisan ini bertujuan untuk mengetahui bauran penyewa yang tepat bagi pusat perbelanjaan Mall Kuningan City dalam upaya untuk meningkatkan jumlah arus pengunjung dan penyewa. Mall Kuningan City memiliki konsep Lifestyle & Entertainment yang bertujuan untuk melengkapi akan kebutuhan dan hiburan bagi disekitar cakupan area Kecamatan Setiabudi, Jakarta Selatan. Dalam hal ini, maka dilakukan beberapa analisis yaitu analisis lokasi, analisis komparasi antara Mall Kuningan City dengan kompetitornya, dan analisis persepsi dan perspektif masyarakat, dengan bantuan beberapa alat analisa yang akan digunakan yaitu deskriptif, SWOT, comparison method, dan kuesioner. Dari hasil analisis yang diperoleh tersebut akan digunakan sebagai bahan pertimbangan untuk strategi pengelolaan yang baru bagi Mall Kuningan City dalam upaya meningkatkan jumlah arus pengunjung dan penyewa.

THE EVOLUTION OF OLD SHOPPING CENTRES IN THE TOWN CENTRE OF BRAGA, PORTUGAL

Cities are innovative places. Retail is one of the key features that better define them. In this paper, we study one of the most dynamic retail concepts ― shopping centres. Using a case study methodology, we analyse the main features that characterise the evolution of shopping centres located in the main town centre of Braga, a medium-sized city in the northwest of Portugal. Data from fieldwork conducted by the author in 2017 in 16 shopping centres was compared with pre-existent databases from 1995 and 2008. Findings of this paper are in line with previous studies on the same city and they show that a marked downward trend is affecting the large majority of the shopping centres analysed, which is reflected on the high vacancy rates and changes in the importance of some retail categories, causing structural modifications in the tenant mix and questioning the economic viability of several of these retail precincts.

Assessment of Shopping Mall Customers’ Experience through Criteria of Attractiveness in Tier-II and Tier-III Cities of India: An Exploratory Study

The present research attempts to develop a theoretical framework for the assessment of shopping mall customer experience dimensions. It further classifies the variables associated with retail experiences that may attract customers in Tier-II and Tier- III cities towards the malls. Exhaustive literature review and expert opinion approaches have been used to explore the evaluation criteria for the assessment of the mall experience. ISM is used to develop a structural model that represents relationships among variables at different levels along with driving and dependence relationships in the structural model. The result highlights that factors like customer value orientation, tenant mix, employees, facilities management are the most significant benchmarking criteria for customers’ assessment of their mall experience in the present study. To achieve profitable operations in these cities, retailer’s need to acquaint themselves with the expectations of customers in order to attract their attention. This indicates that it is imperative for mall managers to identify how consumers benchmark different parameters while evaluating a mall experience. Understanding the importance of such parameters will allow malls to be built according to some standard specifications that can meet a consumer’s threshold for appeal and attractiveness. The study adds to the existing literature of assessing shopping experience in Tier-II and Tier-III cities’ malls through a structural model. The most and the least dominant factors found in this study will help mall managers to develop strategies to enhance the customer shopping experience in malls.

Introduction of a new method for retailing and marketing research: the case of shopping malls

PurposeThe purpose of this study is to suggest an unusual method that may help researchers to examine from the real-time movements of consumers among stores located on any kind of shopping location. We assumed shopping behavior of individuals as a complicated network representing their interactions with multiple types of stores – brands. Shopping malls were chosen to test this alternative method. Closely located stores in these organizations give researchers a chance to investigate patterns of interactions of customers in relation to brands. Therefore, we decided to develop an unusual method to examine customers' behavior in these organizations.Design/methodology/approachThis study suggests that circulation patterns of customers in a shopping location may provide valuable information to decision makers. The applicability of this technique was tested on 700 consumers visiting stores of a supper-regional shopping mall, located in Ankara, Turkey. Paths of the customers in a specific type of mall were determined, and their interactions with the stores were analyzed by using social network analysis techniques. The brands having key positions in the network were compared with the brand configuration of high- and low-performer malls serving to similar markets.FindingsThe results of the network analyses were used to understand whether this method could be beneficial for the ideal tenant mix problem of shopping malls. Findings suggest that the performance of malls depends on fitness to customer paths, and the malls, which didn't have the key brands at the initial stage, could not adapt themselves later. Findings of the case study verified that this technique might offer a solution to this well-known dilemma of the retailing sector and may have several implications.Originality/valueThese types of data are very valuable, especially for retailing research and the industry, because very critical knowledge such as traffic among retail stores, key central brands, ideal location of stores, consumption tendencies of different customer groups and symbiotic or competitive relations among retailers can be obtained. This method may also have broad implications in other fields of research such as location analysis, decision support systems and property management as well as marketing and retailing.

Development of a Nonlinear Integer Optimization Model for Tenant Mix Layout in a Shopping Centre

The tenant mix layout of shopping malls affects shopper consumption behaviour and the performance of malls. The main function of the tenant mix layout is to increase store sales by increasing footfall. However, although existing studies have shown the importance of the spatial clustering effect and the physical information about tenants, the authors of those studies did not properly consider both the spatial clustering effect and the physical information about tenants at the meantime. Through this study, we aimed to maximize the spillover effect of the stores in the shopping centre while considering both the spatial clustering effect and physical information about tenants. Therefore, we present a problem called the tenant mix problem, which is to determine the optimal tenant configuration scheme for existing shopping centre space segmentation to maximize the rental income of a shopping centre. To solve this problem, a nonlinear integer optimization model with defined characteristics was proposed and solved using a genetic algorithm. A shopping centre case study is also presented to verify the performance of the model.

STRATEGI PENGELOLAAN MAHAKA SQUARE DALAM UPAYA MENINGKATKAN OCCUPANCY RATE DAN JUMLAH PENGUNJUNG

Property developments in Jakarta are increasing every year, one of which is a mall or shopping center located in many locations in Jakarta and is the most common destination for family recreation. The existence of a shopping center or mall is expected to help increase the economic cycle and help increase the number of jobs in Jakarta. The high level of growth Shopping centers in Jakarta cause there are many shopping centers that are not able to compete with other shopping centers. This is what makes shopping centers in Jakarta become quiet and experience a decline in occupancy rates. Mahaka Square is one of the shopping centers that experienced this, located in Kelapa Gading with an area of 2.6 ha with international standard sports arenas and hotels, so that shopping centers need to be regenerated by following the trend of sports and healthy lifestyles in young generation in order to compete with competitors. Through this study a study was conducted on the management strategy of Mahaka Square to determine the physical condition of existing Mahaka Square buildings and the potential of Mahaka Square in competing in the market in order to increase occupancy rates and number of visitors. The analysis carried out was location analysis, building analysis, market analysis, visitor preference analysis, and tenant mix analysis. The tools used in this study are cartesian diagrams and qualitative descriptive. The results of this study are to find out whether mahaka square needs to be physically changed in terms of buildings and tenants that should be included in Mahaka Square in order to increase occupancy rates and number of visitors. AbstrakPerkembangan property di Jakarta semakin meningkat setiap tahunnya, salah satunya adalah Mall atau pusat perbelanjaan yang berdiri di banyak lokasi di Jakarta dan merupakan destinasi paling umum untuk dijadikan tempat rekreasi untuk keluarga. Adanya pusat perbelanjaan atau mall tersebut diharapkan dapat membantu meningkatkan siklus perekonomian dan membantu menambah jumlah lapangan pekerjaan di Jakarta. Tingginya tingkat pertumbuhan Pusat perbelanjaan di ibukota menyebabkan ada banyak pusat perbelanjaan yang tidak mampu bersaing dengan pusat perbelanjaan lainnya. Hal ini yang membuat pusat- pusat perbelanjaan di Jakarta menjadi sepi pengunjung dan mengalami penurunan occupancy rate. Mahaka Square merupakan salah satu pusat perbelanjaan yang mengalami hal tersebut yang berlokasi di Kelapa Gading dengan area seluas 2,6 ha dengan Arena olahraga berstandar internasional dan hotel, sehingga perlu dilakukan regenerasi pusat perbelanjaan dengan cara mengikuti trend aktivitas olahraga dan gaya hidup sehat anak usia muda produktif agar dapat bersaing dengan kompetitor. Melalui penelitian ini dilakukan studi mengenai Strategi pengelolaan Mahaka Square untuk mengetahui kondisi fisik bangunan eksisting Mahaka Square serta potensi Mahaka square dalam bersaing di pasar agar dapat meningkatkan occupancy rate dan jumlah pengunjung. Analisis yang dilakukan adalah analisis lokasi, analisis bangunan, analisis pasar, analisis preferensi pengunjung, dan analisis tenant mix. Alat yang digunakan dalam penelitian ini adalah diagram kartesius dan deskriptif kualitatif. Hasil dari penelitian ini adalah mengetahui apakah mahaka square perlu dilakukan perubahan fisik dari segi bangunan serta tenant –tenant yang seharusnya dimasukkan ke dalam Mahaka Square agar dapat meningkatkan occupancy rate dan jumlah pengunjung.

FAKTOR-FAKTOR PEMILIHAN LOKASI SHOPPING MALL DI KOTA SURAKARTA

Lokasi merupakan penentu daya tarik suatu pasar modern. Menurut (Berman & Evan, 2001), faktor yang menentukan lokasi optimum suatu retail/perdagangan yaitu aksesibilitas, specific site, kebijakan zonasi dan secara lebih detail (Marlina, 2008) dan (Kwak & dkk, 2013), menjelaskan bahwa faktor pemilihan lokasi yang mempengaruhi investor dalam menentukan lokasi Shopping Mall adalah Kesesuaian Aturan Zonasi, Aksesibilitas, Harga Tanah, Ketersediaan Jaringan Prasarana, Kesesuaian kondisi geologi dan hidrologi, Jarak jangkauan customer, dan Tenant Mix. Shopping Mall umumnya merupakan bangunan besar, tertutup lantai lebih dari satu dengan luas minimal 9200 m2. Karakteristik utama Shopping Mall adalah merupakan pusat perbelanjaan dalam satu atap atau one stop (Levy & Weitz, 2009). Perkembangan penanaman modal di Surakarta sebagai Trade Centre membuat banyak investor yang menanamkan modalnya dibidang perdagangan. Salah satu jenis perdagangan yang sedang berkembang di Kota Surakarta adalah Shopping Mall. Perkembangan Shopping Mall diawali pada tahun 2004 ketika Solo Grand Mall berdiri, selanjutnya Solo Square pada tahun 2006 dan Solo Paragon pada tahun 2010. Ketiga Shopping Mall ini memiliki faktor pemilihan lokasi yang sama yaitu memilih lokasi di bagian selatan Kota Surakarta. Sehingga penelitian ini dilakukan untuk mengetahui Faktor Prioritas yang mempengaruhi pemilihan lokasi Shopping Mall di Kota Surakarta dengan menggunakan analisis prioritas dalam Analytic Hierarchi Process. Berdasarkan hasil analisis AHP, faktor yang menjadi prioritas bagi Shopping Mall di Kota Surakarta secara berurutan yaitu Peraturan Zonasi Daerah Setempat, Konsumen dan Ketersediaan Moda Transportasi, Tingkat Arus Lalu Lintas, Kemudahan Dicapai dari Fasilitas Umum, Ketersediaan Jaringan Listrik, Biaya (Harga Lahan), Ketersediaan Jaringan Drainase, Kesesuaian Kondisi Geologi dan Hidrologi, Suspicient, Generative, dan yang terakhir adalah Lokasi dan Jarak dengan Pesaing