A Study on the Determinants of Shopping Mall Attractiveness – Case Study: Setapak Central Mall

Lim, Hiu Tung (2023) A Study on the Determinants of Shopping Mall Attractiveness – Case Study: Setapak Central Mall. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Due to the highly competitive nature of the retail market, it is necessary to properly manage a shopping mall and understand their shoppers’ shopping behaviour in terms of their primary reason for visiting the mall and their attitude toward the mall in order to increase mall patronage. The study aims to identify shopping mall attractiveness factors and determine the impact of attractiveness factors on shoppers’ frequencies of visits. In the study, Setapak Central Mall was chosen as the case study. A quantitative approach was used to collect data, with 384 questionnaires distributed to Setapak Central Mall shoppers. However, only a total of 300 people responded to the distributed questionnaire, and thus only 300 usable samples were used for the SPSS analyses. Statistical tools that were used in the study include descriptive analysis, Pearson correlation coefficient test, and multiple regression analysis. The findings of the study revealed that the most important attractiveness factor of Setapak Central is security management, which indicates that Setapak Central shoppers’ primary concern is security and safety. On the other hand, the least important attractiveness factor of Setapak Central is entertainment due to the fact that Setapak Central only provides five options for entertainment and leisure facilities. Besides that, the study’s findings concluded that there is a significant relationship between tenant mix, car parking, entertainment, mall management, security management, and promotions towards the frequency of Setapak Central shoppers’ visits. However, there is no significant relationship between location and accessibility and physical environment towards the frequency of Setapak Central shoppers’ visits. In addition, the study also contributes to the current literature and provides valuable insights to shopping mall managers and retailers about the attractiveness factors of shopping malls and how these attractiveness factors affect the frequency of visits by its shoppers. Recommendations for future researches are also provided.