THE FACTORS INFLUENCING SHOPPING MALL ATTRACTIVENESS IN SELANGOR –THE SHOPPERS’ VIEW

Abstract

The abundance of shopping malls in Malaysia has led to some malls experiencing low consumer traffic and facing imminent closures. This has forced mall developers and management to develop various strategies to safe guard the malls’ attractiveness among consumers by improvingthe foot traffic and keep these customers to visit these dying shopping centres more frequently. Therefore, this study is conducted to restore all these malls to their former glory.

This research willprimarilystudy the fourmainfactors (convenience, leisure potential, merchandising,atmosphere) influencing the attractivenessof a shopping mall.221responsesfrom shoppers living in Selangor are collected from self-administered online questionnaire. About 63% of the shoppers are found to be female with majority of them, Malay Muslims below 54 years old. From Pearson correlation analysis, all four factors (convenience, leisure potential, merchandising, atmosphere) have a moderately strong correlation in influencing a mall’s attractiveness levelwith merchandising being the most important factorof them all.