CONSUMER BEHAVIOUR AND ENVIRONMENTAL FACTORS IN SHOPPING MALLS: CASE STUDIES ON MYANMAR PLAZA(BAHAN), CAPITAL (DAWBON)AND GA MONE PWINT (MAYANGON)
Abstract
- A shopping mall is not just a place where people fulfill their basic shopping needs but recreational destination where people come to spend time, socialize and has a become a major leisure activity. In the last ten years, a few western style shopping malls have been created in Yangon at different locations. Consumer buying behaviour has become the most important factor for every sector, consumer has the dynamic change in their behaviour, taste, preference, motives, personality, attitudes when they are making a purchase in the shopping malls. Large malls offer many varieties of products and services, special offers and large car parks, accessible transport and various service points located in shopping malls successfully occupied customers. The aim of this paper is to examine the behaviour of customers and their preferences when selecting their shopping locations. The paper also presents profiles of customers who has a preference for shopping and spending their free time in malls. The purpose of this paper is to study the phenomenon of a modern shopping mall and shopping behaviour especially opinion of the young adults (in the study people from 20 to 30 years old) have been selected as the target group for the study. The main conclusion of this paper is that shopping environment is widely influenced by how people appreciate their shopping experience. The conclusions are based on (international) literatures on the subject and the findings of a survey conducted by the authors of the paper. A questionnaire was used as a research tool and also used expert interviews. The survey covered 300 respondents in total conducted in 2019.
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Year
- 2020
Author
-
Khin Khin Soe
Subject
- Geography
Publisher
- Myanmar Academy of Arts and Science (MAAS)