questionnaire on consumer behaviour towards shopping malls
#1

Hi this is Michelle R. Davo again I am looking for a questionnaire for consumer buying behavior for shopping mall. hope you can help. Thank you..
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#2
CUSTOMERS’ ATTITUDE TOWARDS SHOPPING MALLS:
A STUDY ON BASHUNDHARA CITY SHOPPING MALL

Abstract: The concept of shopping mall is relatively new in Bangladesh as
compared to other developed countries. With the prevailing condition, the
concept is important because people have few time and they want to get all
the things in a single place. This paper examines the customers’ attitude
towards shopping malls and provides suggestion for improving the service
of the shopping mall. The customers of Bashundhara City have been
surveyed for the study. A sample of 100 respondents had been selected
based on judgmental sampling for the study. Frequency, multiple regression
analysis, cross tabulation and discriminant analysis have been conducted
for the purpose of the analysis. The findings of the research suggest that
convenience, quality and availability of product, price, facility to socialize,
food facility, entertainment and overall service are the factors that affect
the customer’s attitude towards shopping mall.
Keywords: Shopping mall, Customers’ attitude, Bashundhara City
Shopping Mall

INTRODUCTION
The concept of shopping mall is not new in Bangladesh. The number of shopping
malls in Bangladesh is growing day by day. It is a fact that the arrival of
shopping malls in a city promises to transform the shopping and recreation
activities of the customers. Therefore, many companies and individuals are
investing a large amount of money to design and create malls in terms of
providing the benefits of shopping and the access of consumers’ to global brands.
Today, the cut-throat competition among the shopping malls has gone beyond
bound with the speed of time. For this reason, the developers and stakeholders of
shopping malls as well as the retailers need to understand the customer’s attitude
towards shopping malls.
So far, many studies have been conducted from time to time in different countries
like China, India, and Malaysia etc. These studies provided importantrecommendation for the benefit of shopping mall owners and also for theoretical
implications. In Bangladesh, no major study has been conducted on customers’
attitude towards shopping malls. So, this study has been undertaken to find out
customers’ attitude towards shopping malls.
Now a days, the developers are inventing new strategies in order to reach a new
style inside shopping mall. They are adding up restaurants, cinema halls and
game zones to attract the different types of customers having varying tastes and
preferences. So, the main purpose of this study is to provide some understandings
about the variables that affect customers’ attitude and also the importance of each
variable for helping developers to formulate and implement suitable strategies
that will be beneficial both for the customers and developers.
LITERATURE REVIEW
A shopping mall, shopping center, shopping arcade, shopping precinct or simply
mall is one or more buildings forming a complex of shops representing
merchandisers, with walkways enabling visitors to easily walk from unit to unit,
along with a parking area, indoor version of the traditional marketplace.
Shopping mall is a large building or covered area that has many shops/stores,
restaurants, etc. inside it.1
Shopping mall is an emerging trend in the global arena.
The first thing that comes to our mind when we think about shopping malls is
that it is a big enclosed building having a variety of shops or products. According
to historical evidences, shopping malls came into existence in the middle ages.
Today’s consumers want a better shopping experience and this demand gave rise
to the emergence of shopping malls.
Originally, the first shopping mall was opened in Paris. Then, the trend followed
in the other metros over the world and there was a spree of shopping malls
coming up at various places. In the age of mass production and mass
consumption, the concept of shopping mall is most modern method of attracting
consumers. The idea of shopping was changed completely with the emergence of
these shopping malls. Today’s shopping is no longer limited to a mere buying
activity - it has become synonymous with splurging time and money.
2
Mccook has identified some importance of shopping mall, which can be
summarized in following ways: Malls are one of the places where people can
socialize. The food court is very beneficial to mall shoppers. We do not have to
go to some other place to eat. Malls offer eating facility. Everything that we need
is normally found in the mall. The mall is our one-stop shop. While we shop, we
can get our exercise by moving through the mall. This is a win-win situation.
When a certain promotion or sale is offered, the companies know that the mall is the best place to target people. Many offers are present in the mall. In the mall,
the state of warmth is controlled to the right temperature. Customers may forget
all about the weather once they are inside. If the customers ever get tired of
standing, there are always benches nearby. They can sit on the bench and take
rest. Just because customers go to the mall does not necessarily mean that they
have to buy something. They could just hang out with their friends and family.
Customers can just check out the latest fashion and all the free benefits of
shopping at malls.3
According to Kotler (2010), Customer’s attitude can be defined as a person’s
consistently favorable or unfavorable evaluations, feelings, and tendencies
towards an object or idea.
Customers are individuals with likes and dislikes. When the people in a particular
group feel one way or another about a product, service, person, place , entity, or
thing, it is said to be a generalized consumer attitude that could affect the
marketing of that person, product or entity in positive or negative ways.
Marketers try to influence consumer attitudes, and understanding the prevailing
attitude is the first step to changing it if needed.4 There are seven dimensions
identified which affect the consumer’ motives for visiting and shopping at malls
(Bloch et al., 1994). The first one is aesthetics dimension. According to a study
conducted by Loudon and Britta (1993), a better interior design actually helps to
elevate the image of the mall over a period of time. The second one is
convenience dimension. The time taken to reach the outlet and operating hour are
one of the main criteria which the consumers look for while selecting a shopping
outlet (Kaufman, 1996). The third dimension is escape dimension. Malls, because
of their exciting, lavish and sophisticated environments, proffer a sense of relief
and break to the customers from the same monotonous and routine work of job
and personal works. Exploration dimension is the fourth one. According to
Tauber (1972), Malls attract shoppers by offering an opportunity to learn new
trends i.e. Exploration. Fifth dimension is flow dimension. If mall experience is
good, the customers will not mind the time which they have spent inside the mall
while shopping or enjoying. Another dimension is role enactment dimension.
People behave in manner which is socially accepted or expected depending on
the cohort they belong to. Consumers enact their social roles by shopping or
visiting a mall. Last one is social dimension. Shopping offers an individual an
opportunity to socialize.
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