Impact of Landscaping of Shopping-Mall on Customer Preferences: A Qualitative Study of Shopping Malls located in Karachi

Abstract

This study aims at finding the impact of landscaping variables such as interior design, decor 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.