Article | Open Access | Published: 28 December 2019
Impact of Landscaping of Shopping-Mall on Customer Preferences: A Qualitative Study of Shopping Malls located in Karachi
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Abstract:
This study aims at finding the impact of landscaping variables such as interior design, d?cor 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
Publisher:
ILMA UNIVERSITY
Published:
28 December 2019
Issue:
Issue 2 : Volume 15
E-ISSN:
2409-6520
P-ISSN:
2414-8393
This is an open access article distributed under the terms of the Creative Commons Attribution CC BY 4.0 license, which permits any use, distribution, and reproduction of the work without further permission provided the original author(s) and source are credited.