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 and is conducted on the shopping malls of Karachi; a metropolitan city of Pakistan. Data is gathered through interviews of the customers who visited shopping malls frequently. A semi-structured questionnaire and content analysis of interviews are used for the analysis of the results. The findings of this study specify that variables like hygiene, aroma, lighting and display/layout have a significant impact on customers’ purchase intention; whereas temperature, music and color were found to be insignificant variables.
Keywords Landscaping of shopping mall, Customer preference, Qualitative study
Year 2019
Volume 15
Issue 2
Type Short Report
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification D11, D12, D47, P36
DOI http://dx.doi.org/10.46745/ilma.jbs.2019.15.02.02
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
Type of Review Double Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/15.2/2.pdf
Page 14-24
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