IMPACT OF LANDSCAPING OF SHOPPING-MALL ON CUSTOMER PREFERENCES: A QUALITATIVE STUDY OF SHOPPING MALLS LOCATED IN KARACHI

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Volume 15 Issue 2 2019

Author(s):

Shahzad Nasim,
Hamdard University
shahzadnasim@live.com

Musarrat Shamshir
Hamdard University
musarrat_ad@hotmail.com

Abstract This study aims at finding the impact of landscaping variables such as interior design, décor and other atmospheric variables of shopping malls on the customers’ preferences and purchase intentions. The research is descriptive in nature and is conducted on the shopping malls of the Karachi; a metropolitan city of Pakistan. Data is gathered through interviews of the customers who visited shopping malls frequently. Semi structured questionnaire and content analysis of interviews is used for the analysis of the results. The findings of this study specify that variables like hygiene, aroma, lighting, and display/layout have significant impact on customers’ purchase intention; whereas temperature, music and color found to be insignificant variables.
Keywords Landscaping of shopping mall, Customer preference, Qualitative study
Year 2019
Volume 15
Issue 2
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification -
DOI https://doi.org/10.46745/ilma.ibtjbs.2019.152.02
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2415-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Manuscript Processing Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.2/2.pdf