Determining shopping mall visitors’ perceptions on mall attributes

The challenging retail environment requires a need to manage shopping malls effectively to understand the attributes that attract shopping mall visitors to visit shopping malls. The purpose of the study aimed to determine shopping mall visitors’ perceptions or ratings towards shopping mall attributes they consider when choosing which shopping mall to visit. A quantitative approach was followed to realize research objective using interviewer-administered questionnaires for data collection. The data were collected at shopping centre in the capital city of South Africa, City of Tshwane. A descriptive analysis method was used to analyze the quantitative data. The findings of the study revealed that the shopping mall visitors’ ranked adequate parking availability high. This study contributes to the current literature and provides valuable information to South African retailers and shopping mall developers, with regard to marketing communications and marketing strategies that aim to attract shopping mall visitors. Suggestions for future research are provided.

Keywords: shopping mall, shopping motivations, hedonic motivation, utilitarian motivation.
JEL Classification: M31, M37