A case study on shopping malls attributes for young consumers

Abstract

Purpose

This study aims to determine the mall criteria that are the most crucial for the youth market by determining the winning brand in comparison to other offerings to understand what is required to gain a competitive advantage and to differentiate a mall from its rivals.

Design/methodology/approach

This study chose the Stochastic Multicriteria Acceptability Analysis-2 method to evaluate the mall preferences of young people. By using this method, the various criteria were evaluated for more than one alternative to find the best solution. JSMA program was used to analyze the data. The survey was administered using the mall intercept method to reduce sample bias.

Findings

The study identifies that the criteria that have the highest impact on the mall preferences of young people are the mall campaigns for loyal customers; the traffic in the mall locality and the mall’s parking facilities; the mall’s facilities for disabled people; the quality of the mall locality; and the quality of the people visiting the mall. The study reveals that a mall’s physical features, its facilities and the criteria related to employees have a very low impact on the mall choices of young people. The study further finds that the youth market has very low satisfaction levels for all of the identified criteria. This study reveals that this macro accessibility criterion is less relevant for the youth market than for the general population.

Originality/value

Despite the importance of this market, there is insufficient research on the shopping behavior of young people. They have a considerable impact on the purchasing decisions of their families, significant disposable income and constitute the future market for the sector. This study uniquely enables the sequential ordering of customers’ decision-making criteria and determines the effectiveness or impact of these criteria in the mall sector.

Citation

Can, G.F., Kurtulmusoglu, F.B. and Atalay, K.D. (2016), "A case study on shopping malls attributes for young consumers", Young Consumers, Vol. 17 No. 3, pp. 274-292. https://doi.org/10.1108/YC-04-2016-00596