Mall Preferences

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Mall Attractiveness and Shopping Preferences is a study conducted to find out what variables attract shoppers to a mall, their preferences and how mall operators should consider this significant analysis to implement an effective strategy to position their strategy. The study involved five major shopping malls in Davao City: SM City Davao, NCCC mall of Davao, Gaisano Mall of Davao, Gaisano South City Mall and Victoria Plaza.

Factor analysis is applied for this study and complimented by a cluster analysis of the demographic characteristics of the respondents. The respondents composed of mall shoppers who were equally apportioned across the malls and clustered according to classifications: Traditional shoppers, Destination Shoppers and Enthusiastic shoppers.

The result of the study reveals that SM City of Davao is well positioned in attracting shoppers, the mall is favored by customers in terms of mall atmospherics, service, promotion and entertainment. SM is followed closely by NCCC mall of Davao and Gaisano Mall of Davao, while Gaisano South City mall and Victoria Plaza were far behind in their market positioning and viability.


Ever since its existence, shopping malls become the integral part of the shoppers’ lifestyle because of the convenience, entertainment and products’ availability it offers to the consumers, no doubt, these establishments helped enhance the day-to-day life of the people. With several malls mushroomed in the city in recent years, people have given wide choices based on their needs and leisure like where to spend time bonding with friends and love ones and where to shop .

Mall operators, due to stiff competitions, must decide what positioning strategies they would implement to lure consumers and move ahead with their competitors. In this study, which factor analysis is applied, mall operators were given an idea what are the significant factors that drive shoppers to a shopping mall. The respondents of...
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