Mixed use shopping mall as an attractiveness on customer behaviors in Bangkok, Thailand

Abstract

The purpose of the study is to examine and identify the variables that are important to customers while visiting shopping malls. It provides updated information to shopping mall managers and property developers about customers' shopping preferences in Northern Bangkok. The primary data was collected in a two-part questionnaire. Part I included details about the demographic characteristics of respondents, and Part II contained a set of 29 questions to determine the level of agreement, in a five-point Likert scale, on reasons that motivate customers to choose a particular shopping mall. Of the 420 questionnaires distributed in the area, 395 were completed and used for data analysis. Six critical conclusions were generated from the factor analysis. Mean rankings began with convenience, promotion, privileges, one-stop shopping, professionalism, and the combination of free services, and facility safety. One-stop shopping, convenience and free services/safe facilities were the top three critical factors that significantly influenced consumers' visiting frequency and time spent per visit at shopping malls. Customers more often visited and spent more time at malls that provided multiple services (mixed-use malls). These tendencies increased for the malls that offered additional free services, such as a free shuttle bus. A mall manager or property developer's principal tasks are to fulfill customers' overall needs, particularly their physiological needs (including hedonic ones), and to differentiate their products and services from those of competitors, to induce customers to make actual purchases.