Exploratory study of influencing factors in consumer behavior of community mall customers.

Abstract

Community malls are the new hang out place for modern lifestyle people in Bangkok and its growth is significant for many years, gaining retail space of shopping malls. Many property developers are interested in building community mall projects, but mostly lack knowledge and experience in shopping and retail management. This paper aims to be useful for new community mall developers, provide a clearer understanding of the physical and non-physical factors that influence target customers to visit a community mall. This paper explored the customization strategy of Siam Future Development. The research concentrated on analysis of consumer behaviors of community mall customers to acknowledge correlation between respondent’s performance variables and influencing factors. The data collection is conceived by using online questionnaire survey, targeting working adults aged and matured between 25-60 years old who live in Bangkok and have visited community malls in Bangkok. The research shows that top five influencing factors are supermarket, atmosphere, location, tenant mix, and restaurant, respectively. Use of Pearson correlation determined that frequency of visit has direct relationship with the restaurant selection. A factor that community mall needs improvement the most is parking services. The summary explains what is the benchmark of characteristics that a community mall should offer, which can be a guideline for new community mall developers to consider prior to planning their development.