Original Article

Growing shopping malls and

behaviour of urban shoppers
Received (in revised form): 19th January 2009

Rajagopal
is Professor of Marketing at the Graduate Business School (EGADE) of Monterrey Institute of
Technology and Higher Education (ITESM) at Mexico City Campus and Fellow of the Royal Society
for Encouragement of Arts, Manufacture and Commerce, London. Dr Rajagopal is also
a fellow of the Institute of Operations Management and a professional member of the Chartered
Management Institute. His biography is listed in various international directories including Who’s
Who in the World (2008 and 2009) and International Biographic Center, Cambridge, UK. He
holds a doctoral degree from Ravishankar University, India and has been conferred the National
Researcher Level-II of Mexican National System of Researchers. He teaches various topics of
marketing in graduate, doctoral and executive development programme at the Institute.
Dr Rajagopal has held key positions in many premier management institutes in India, including
the Administrative Staff College of India.

ABSTRACT Shopping malls contribute to business more significantly

than traditional markets, which are viewed as a simple convergence
of supply and demand. Shopping malls attract buyers and sellers, and
attract customers, providing enough time to make choices as well as a
recreational means of shopping. However, competition between malls,
congestion of markets and traditional shopping centres has led mall
developers and management to consider alternative methods to build
excitement in customers. This study examines the impact of growing
congestion of shopping malls in urban areas on shopping convenience
and shopping behaviour. Based on the survey of urban shoppers,
the study analyses the cognitive attributes of the shoppers towards
attractiveness of shopping malls and intensity of shopping. The results
of the study reveal that the ambience of shopping malls, assortment of
stores, sales promotions and comparative economic gains in the malls
attract higher customer traffic to the malls.
Journal of Retail & Leisure Property (2009) 8, 99–118.
doi:10.1057/rlp.2009.3

Keywords: shopping malls; traditional markets; market ambience;

leisure shopping; retailing; consumer behaviour

INTRODUCTION
Marketplaces in urban demographic settings attract a large number of
Correspondence: Rajagopal buyers and sellers, which can be termed as market thickness. The co-
Graduate School of Administration
and Management (EGADE),
existence of many shopping malls with traditional markets in a
Monterrey Institute of Technology marketplace causes market congestion. This problem may be resolved by
and Higher Education, ITESM, developing small kiosks for transactions and allowing consumers to test
Mexico City Campus, 222, Calle del
out customised products and services from the main stores (Roth, 2008).
Puente, Tlalpan, DF 14380, Mexico
Homepage: http://www.geocities. The growth of market share for specialised retailers and large
com/prof_rajagopal/homepage.html departmental stores depends on the size of the consumer segment in a

© 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
www.palgrave-journals.com/rlp/
 Rajagopal

given urban population. It is observed that consumers’ buying preferences

become more diversified as the extent of retail stores increases within
a confined area. Thus, the market size reaches a threshold and the
consumers’ shopping preferences are jeopardised owing to indecisiveness
in shopping. However, shopping centres and hypermarkets have become
important elements in the urban landscape, though lack of planning and
vision has led to chaotic development and congestion of marketplaces,
affecting the growth of the retailers (Kok, 2007). A larger shopping
centre can facilitate a greater variety of shops, and can create a more
pleasant environment for shoppers, thus enticing them to visit more
often and stay longer. This proposition leads to one of the challenges
faced by managers of shopping malls located outside the traditional
shopping belt, that is, how to attract shoppers to patronise their malls
(Ooi and Sim, 2007).
Narrowing of shopping streets and the rise of shopping malls have been
major trends in retailing in emerging markets. There has been no proper
planning to manage the shift of agglomeration of retail stores from both a
marketing perspective and consumers’ point of view. However, the findings
of some studies proved to be quite similar for both shopping streets and
shopping malls: the retail tenant mix and atmosphere had the highest
relative importance (Teller, 2008). The social demand for environment
friendly shopping malls is increasing as a result of rapid urbanisation. To
ensure the efficiency of public spending, their provision should be based on
the socioeconomic criteria of the region. Hence, suburbanisation has been
continuing in developing countries such as Mexico, along with the increase
in market expansion. The process of suburbanisation has gone beyond
purely government-initiated relocation of households and polluting
industries in emerging markets like India, China, Brazil and Mexico. In
order to reduce the congestion of shopping areas, the new round of
suburbanisation has been driven by the development of large suburban
shopping malls and retail parks (Feng et al, 2008). It has been observed that
large recreational shopping malls encourage regular shoppers and tourists
to shop frequently. Accordingly, most citizens of growing cities are
patronising their suburban shopping malls and power centres, rather than
downtown market places (Maronick, 2007). From the perspective of
shoppers, the major attributes of shopping mall attractiveness are comfort,
entertainment, diversity, mall essence, convenience and luxury. Such
shopping mall attractiveness may be designed in reference to the three
broad segments of shoppers: stress-free shoppers, demanding shoppers and
pragmatic shoppers. This enables mall managers to develop appropriate
retailing strategies to satisfy each segment (El-Adly, 2007).
This study discusses the impact of growing congestion of shopping mall in
urban areas of Mexico on shopping convenience and shopping behaviour.
Based on a survey of urban shoppers, the study analyses the cognitive
attributes of shoppers towards attractiveness of shopping malls and intensity
of shopping. Personality traits of shoppers affecting preferences for shopping
malls with regard to store assortment, convenience, distance to malls,
economic advantage and leisure facilities have also been discussed in the
study. The discussions in the paper also examine the specific evidence of the

100 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

effects of ambience stimuli such as aroma, music and video screen media as
major indicators of shopping mall attractiveness.

LITERATURE REVIEW AND FRAMEWORK OF HYPOTHESES

Location and shopping behaviour
The development of shopping malls and leisure facility centres in Mexico
needs to be evaluated from the perspectives of economic, operational and
managerial efficiency. The economic relationship concerns the degree of
dependency between the attractiveness of shopping malls and shoppers’
personality traits in reference to market share, returns on investment and
profitability (Rajagopal, 2008a). Two types of shopping centre model are
observed in the emerging real estate markets in developing countries,
which are characterised by their ultimate relationship with the physical
shopping centre on whose web site they reside (Dixon and Marston,
2005; Kuruvilla and Ganguli, 2008). The underlying success factors of
planned, centrally managed and large shopping malls in the retailing
sector rotates around customer satisfaction in reference to selection,
atmosphere, convenience, salespeople, refreshments, location,
promotional activities and merchandising policy (Anselmsson, 2006). It
is observed that agglomerations of small stores selling similar ranges of
goods around the shopping malls also cause congestion, and often divert
attraction of price-sensitive shoppers towards unfamiliar brands.
Although such agglomerations of retailing activity are not unique to
Mexico, as there are market places accommodating large numbers of
small retail outlets, the development is arguably unusual in the ways that
the number of agglomerations continues to grow and these new
agglomerations are dealing in a wide range of goods including electronic
gadgets (for example, Blois et al, 2001). Thus, Hypothesis 1a is framed
as follows:

Hypothesis 1a: Congestion of shopping malls with the same store

brands reduces attraction towards shopping and visits
of shoppers to malls.

It is found that assortment of stores, mall environment and shopping

involvement have a differential influence on excitement and desire to stay
in malls, which in turn are found to influence patronage intentions and
shopping desire in malls (Wakefield and Baker, 1998). However, it is
evident from some research studies that conventional retailers in and
around the mall and new age tenants have different target groups to serve,
small traditional retailers possibly coexist around large shopping malls.
Contemporary retailers seem not to have evolved enough to replace
conventional retailers around their marketplace (Ibrahim and Galven,
2007). In fact, the presence of small retailers’ traditional marketplaces,
such as Pericoapa1 in the study region in Mexico, has driven an
alternative option for mall managers to rejuvenate the shopping
attractions as well as allow a variety of shops in the malls. The retailing
territories in Mexico are complex, comprising the distinct habitation

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 Rajagopal

pattern, transit system and state-licensed periodic street markets bridging

gaps in public spaces. Such urban planning allows for retailing
integration and collective behaviour of consumers in street markets and
shopping malls (for example, Loafland, 1985). Small retail stores outside
the large shopping malls display ethnic products that are of low price and
high appeal. Shoppers visiting large malls choose to shop either in ethnic
shops or for mainstream store brands located inside the malls. Such
shopping behaviour is observed when ethnic economies and mainstream
businesses, both of which have a strong presence in large shopping malls,
compete against each other (Wang and Lo, 2007). Accordingly,
Hypothesis 1(b) may be derived as follows:

Hypothesis 1b: Agglomeration of small retail stores around large

shopping malls deviates consumer shopping focus
from stores inside the mall, as customers experience
ethnic ambience and economic gain in buying from
small retailers.

It is commonly assumed that the consumers’ decision concerning the place

they usually choose for shopping depends essentially on the distance to the
mall. The satisfaction of shoppers plays at least an equally important role in
metropolitan areas where commercial zones are numerous enough to lead
consumers to choice decisions. Thus, different behavioural aspects including
perception of shopping possibilities, expected pricing practices and general
global environment of each shopping mall affect the satisfaction or
dissatisfaction of consumers (Léo and Philippe, 2002). Motivations for
shopping include inside and outside ambience of the mall, layout and extent
of involvement in the shopping process. The ambience of the shopping mall,
architecture, ergonomics, variety and excitement motivate the shopper to stay
longer and make repeated visits to the mall (Craig and Turley, 2004).
Common promotional activities employed by the stores in shopping malls
include sales and encouragement so that shoppers make frequent visits to the
mall. Some traditional promotions such as fashion shows and product
displays are shown to be poor performer strategies in generating shopper
response, while mall-wide sales are the preferred method of promotion. It is
argued that a combination of general entertainment and price-oriented
promotions is a strong alternative for encouraging customers to frequently
visit and spend more (Parsons, 2003). Hispanic shoppers including Mexican
buyers make trips to malls along with family and friends, and largely buy
food and beverages. Hispanic shoppers also spend more time at malls,
shopping at various stores during their visits. Accordingly, marketers have
become increasingly interested in the extent to which situational factors
influence consumers’ purchase behaviour (Nicholls, 1997). In view of the
above studies, Hypothesis 1c may be developed as follows:

Hypothesis 1c: Urban shoppers visit shopping malls as leisure centres

to relax, and tend to shop in response to sales promo-
tions employed by different stores.

102 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

Ambience and shopping arousal

A common observation about shopping malls is their similitude.
Despite such uniformity, shopping malls are increasingly using place
branding as the basis for promotional activities, assortment of shops and
customer services at all levels of mall. The effectiveness of malls is
enhanced by measuring shopper traffic and sales of retail tenants (Parsons
and Ballantine, 2004). Developing the inside and outside ambience of
shopping malls to enhance the shopping experience is a recent concept
in retailing, and many pleasant ambient stimuli such as product videos,
music and fragrance help consumers to make positive buying decisions.
Consumers make holistic evaluations of shopping malls in view of the
arousing quality of ambient stimuli for buying products, and derive
satisfaction from buying products and services. Consumers with strong
shopping motives are found to experience more pleasure and arousal,
and find the mall ambience to encourage impulse buying behaviour
(McGoldrick and Pieros, 1998; Mattila and Wirtz, 2004). The most
common configuration of shopping centres is linear. Parking and public
conveniences are provided in the mall. Commonly, the ambience around
shopping malls is devoted to parking, unless a multi-level parking
structure is provided for customer use (Carter and Vendell, 2005).
Motivational forces are commonly accepted to have a key influencing
role in the explanation of shopping behaviour. Personal shopping motives,
values and perceived shopping alternatives are often considered
independent inputs into a choice model; it is argued that shopping motives
influence the perception of retail store attributes, as well as the attitude
towards retail stores (Morschett et al, 2005). The recreational facilities
prompt shopping arousal and play a pivotal role in delivering a divulging
impact of buying behaviour of young consumers. Shopping supported
with recreational attractions may be identified as one of the major drivers
in promoting tourism by demonstrating quality fashion products and store
preferences among tourist shoppers. Arousal in shopping encourages
young consumers to stay longer in stores, to experience the pleasure of
products and to make buying decisions. Perceptions of shopping duration,
emotional levels and merchandise evaluations are derived from the level
of arousal experienced by the consumers in the shopping malls
(Rajagopal, 2007). Hence, the following hypothesis is constructed:

Hypothesis 2a: Consumers are influenced in making buying decisions

by the product attractiveness and arousal generated
while shopping in malls.

Arousal while shopping may be seeded through multi-faceted activity

that may be performed in various ways and embody different consumer
feelings. It is also argued that there is a need to focus more on the
influence of retail ambience on shoppers engaged in leisure shopping
(Backstrom, 2006). The three distinct dimensions of emotions,
pleasantness, arousal and mall attractiveness, have been identified as
major drivers for making buying decisions among shoppers (Rajagopal,
2006). The ambience of shopping malls, whether pleasant or unpleasant,

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 Rajagopal

moderates the arousal effect on satisfaction and in-store buying

behaviours. Satisfaction in pleasant retail ambience where music, hands-
on experience services, playing areas and recreation are integrated
maximises consumer arousal. It has been observed that young consumers
perceive a positive effect of in-store behaviours if shopping arousal is
high. Thus, retailers need to pay attention not only to the pleasantness of
the store environment, but also to arousal-level expectations of shoppers
(Wirtz et al, 2007). The impact of inside-mall ambience can be measured
by the degree of stimulation and pleasure experienced by consumers.
Interactive tools on product learning provided in the retail stores
significantly affect the level of arousal and pleasure that contribute
towards experience and thereby influence buying behaviour. As higher
stimulation or interactive learning provided by the retailers focuses on
gaining initial experience on product use, consumers tend to engage in
activities that are more highly arousing by acquiring the product (Menon
and Kahn, 2002). However, malls at times fail to recognise that what
influences buyers’ satisfaction is not the same as what engenders store
loyalty (of tenants), and consequently do not effectively develop the
shopping ambience to stimulate buying decisions. Hence, they need to
vigilantly manage the quality of arousal by developing adequate customer
involvement in the buying process of retail shoppers (Miranda et al,
2005). Considering the evidence from the previous studies discussed
above, Hypothesis 2b is framed as follows:

Hypothesis 2b: Shopping malls with better leisure facilities and ambience
attract a large number of visitors, who stay longer in
the malls and indulge in compulsive buying.

Retail competition and shopping mall attractiveness

In the retail sector, new players constantly emerge to satisfy consumer
demand by placing themselves in better located stores in attractive
shopping malls. Retailing strategies are driven by competitive stimulus as
consumer demands and desires shift with new offerings, and existing
firms disappear when they cannot adapt to the change. Retailers seek to
dominate a distinct classification of merchandise and wipe out the
competition. Retailers in shopping malls engage outsourced salespeople
to promote their brand and prospect new shoppers. The bargaining power
of firms increases with outsourced salespeople who stimulate the demand
for products and contribute to the enhanced sales at retail outlets. It has
been observed that pull effect for the brands supported by the sales
promoters increases at the retail stores as customers gather the pre-
buying information from sales promoters (Gómez et al, 2007). It is
observed that retailers in shopping malls develop competition over
business hours and price. Such strategies effect consumers’ shopping
interest and intensity of shopping, as often change in business hours leads
to store-switching behaviour. However, such competition cannot be
stretched by the retailers beyond social optimum (Shy and Stenbacka,
2008). It has been further evidenced by another study that retailers
compete for market share using both price and variety. Retailers display

104 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

extensive product lines and a new variety of products in their stores and
maintain differential prices, as retail competition suggests that product
heterogeneity is critical to retail price in gaining competitive advantage
over others. However, retailers in large shopping malls tend to follow
moderately cooperative strategy, and thus competition between malls and
smaller forms of shopping centres has led mall developers and
management to consider alternative methods to build excitement with
customers (Timothy and Stephen, 2006). Therefore, Hypothesis 3 may be
constructed as follows:

Hypothesis 3: Competitive sales promotions of retail stores in shop-

ping malls induce variety-seeking behaviour and build
store loyalty among shoppers.

Five essential qualities of aesthetic judgment, interest, subjectivity,

exclusivity, thoughtfulness and internality, need to be nurtured among
consumers to develop conviction in buying. The quality of aesthetic
judgement driven by in-store aura and arousal towards new products,
exercised by the customers in association with the sales promoters,
determines the extent to which new products and brands promote an
enhanced quality of life (Dobson, 2007). Convergence of sales
promotions, customers’ perceptions, value for money and product
features drive arousal among customers. The nature of the customer–
retailer relationship functions as the key in the selling and buying process
with regard to in-store promotions. However, in this process the
perceptional problems with customers can greatly devalue the customer–
promoter relationship and brand as a whole (Platz and Temponi, 2007;
Rajagopal, 2007). Consumer appreciation of premium-based promotional
offers is more positive when the premium is offered through an easy
process and in combination with a relatively lower quantity of products to
purchase. It has also been found that when the value of the premium is
mentioned and brand perception is positive, compulsive buying
tendencies are higher among customers (d’Astous and Jacob, 2002). The
in-store environment variables in the shopping malls driving impulsive
buying behaviour include displaying point-of-sale posters and exhibiting
promotional discounts and cheaper prices, while the atmosphere
engagement with regard to enjoyment, elegance and attractiveness is
conveyed by the ambience inside the shopping mall. Such behavioural
drivers may also be referred to as in-store promotional effect and
atmospheric effect (Zhou and Wong, 2004).

STUDY DESIGN
Sampling
This study has been conducted in 14 shopping malls comprising 623
assorted stores located on the street Canal de Miramontes in the south
of Mexico City. This street has been purposively selected because it
branches out into various residential settlements. The selected street joins
two municipalities (known in Spanish as Delegación) – Tlalpan and

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 Rajagopal

Coyoacan – which account respectively for 6.9 per cent (population

607545) and 7.2 per cent (population 628063) of the total population of
Mexico City (Distrito Federal) according to the 2005 census (Demographia,
2008; INEGI, 2008). The locations of the malls covered under the study are
shown in Figure 1.
People who frequently visit malls for leisure shopping in southern
residential areas in Mexico City were selected as sample respondents for
this study. These respondents showed homogeneity in shopping
behaviour with regard to leisure shopping, impact of shopping mall
ambience on shopping visits, store loyalty, point-of-sale promotions,
buying decision process, point-of-sale arousal towards store promotions
and influence of recreational satisfaction in malls on buying. Data were
collected by administering pre-coded structured questionnaires to 1200
customers who were selected following a purposive sampling and
snowballing technique. Information collected though the questionnaires
was reviewed for each respondent to ascertain quality and fit for analysis.

Data collection tools

The study was conducted between 2005 and 2008 during different festival
periods broadly categorised as three seasons: April–June (spring sales
following the occasions of Easter vacation, Mother’s day and Father’s
day), July–August (summer sales) and November–January (winter sales
following prolonged Christmas celebrations), when point-of-sale

Taxquenia
(South) Legend
A Shopping Mall

Residential Locations

Traditional Market
Xochimilco
(South)
Amusement park
D
Traditional
Periodic street
markets

Average distance
of shopping malls
D ranges between
200-300 meters
C
Streets
AA: Canal de Miramontes
Principal Study Area
Distance 5.2 Km C
CC: Calzade Acoxpa
DD: Calzade Hueso A

Periferico
(North)

Figure 1: Shopping malls in the study area (Mexico City South).

Sources: Google earth.

106 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

promotions were offered frequently by the selected retail stores located in

large shopping malls. February, September and October are observed to
be lean months for shopping among residents. The data collection process
was initiated in July 2005 and terminated in June 2008, covering nine
shopping seasons during the study. A focus group session was organised
with potential respondents to identify the most appropriate variables for
the data collection. Accordingly, 45 variables that were closely related to
influencing shopping arousal and customer satisfaction towards point-of-
sale promotions were selected and incorporated in the questionnaires. The
questionnaires were pilot tested to 225 (14.06 per cent of total sample
size) randomly selected respondents, and were finalised after being
refined based on the responses during the pilot study. The variables
selected for the study have been broadly classified into economic and
behavioural variables, as shown in Table 1.
A mall intercept survey was conducted, and visitors to malls were asked
where they lived and whether they came from home. More attractive malls
were expected to attract customers from greater distances. A questionnaire
was developed to investigate the extent to which point-of-sale promotions
had influenced buying behaviour, derived post-buying satisfaction and
augmented the volume of sales of the retail stores. The pre-test of the
preliminary questionnaire on measuring the influence of point-of-sale
promotions on stimulated buying behaviour indicated that promotion
offers introduced by the retailers acted as strong stimuli for regular and
new shoppers. Based on responses from the pre-test, the final questionnaire
necessitated no significant changes. The questionnaires were translated
into Spanish. All care was taken regarding the terminology and language
employed in each version of the questionnaire. The variables used in the
questionnaire for data collection included various perspectives of customer
satisfaction and promotional practices offered by the retailers to gain
competitive advantage, optimal market share and higher aggregate sales.

Table 1: Variables chosen for the study

Physical variables Cognitive variables Economic variable

Logistics related Ambience related Arousal and merriment Comparative Sale promotion based
VS1 (9) VS2 (12) VS3 (10) VS4 (6) VS5 (8)

Distance Peripheral mall Creative sales events Value for money Promotional
ambience attractions
Public transport Inside mall ambience Product demonstration Price sensitivity Products display
Feeder roads to Flowers and In-store advertising Quality difference In-store ambience
shopping mall vegetation Hands-on experience Customer service Availability
Air conditioning
Car parking Lighting Customer interaction Cross promotion Length of promotion
Convenience for Public audio-video Recreation Competitiveness Responsiveness
disabled and system Sensory appeals Value added benefits
senior citizens Recreational place Free samples and gifts Partners of
Ethnicity promotion
Public phone booths Hallway and Newness of products — —
Security standards shopping space Health oriented
Information booth Relaxing benches — — —
Evacuation path Terrace attractions
Social status

VS = Variable segment. Figures in parentheses indicate number of variables.

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 Rajagopal

Table 2: Descriptive statistics for the selected variable groups for the study

Variable groups VS1 (9) VS2 (12) VS3 (10) VS4 (6) VS5 (8)

Sample size 1476 1476 1476 1476 1476

Mean 5.309 7.681 7.443 6.291 4.836
Standard deviation 0.875 0.629 0.643 0.833 0.916
Standard error 0.082 0.073 0.051 0.066 0.068
Skewness − 0.946 − 1.122 − 0.639 − 0.770 − 0.643
Sample variance 0.655 0.596 0.482 0.794 0.804
Data reliability test – 0.84 0.76 0.88 0.82 0.74
Cronbach () scores

VS=Variable segment. Figures in parentheses indicate number of variables.

The descriptive statistics of the data sets for the variable segments used in
the analysis of the study are shown in Table 2.
Data were collected by means of personal interviews conducted by
undergraduate students of international commerce and marketing, who
hand-delivered the questionnaires to the key respondents in the self-
service retail stores that had agreed to be the subjects of the research
investigation. In most cases, the respondents completed and returned the
questionnaires by the predetermined date.

Response trend
Questionnaires were administered to 1600 respondents. However, during
the process of data analysis, the questionnaires of 124 respondents were
omitted due to paucity of information. In all, 1476 respondents were
covered under the study, and the usable response rate was 92.25 per cent.
The non-response bias has been measured by applying two statistical
techniques. First, telephonic conversations were made with 20 randomly
selected non-respondents answering some general questions about sales
and services policies of the dealers (Gounaris et al, 2007). t-tests were used
to ascertain emerging differences between respondents and non-
respondents concerning the issues pertaining to market orientation and
customer services strategies. No statistically significant differences in
pre-coded responses ( = 0.05) were found. A second test for non-response
bias examined the differences between early and late respondents on the
same set of factors (Armstrong and Overton, 1977), and this assessment
also yielded no significant differences between early and late respondents.

Construct of measures
The location, accessibility and ambience of shopping malls are measured
with a 21-variable (logistics-related VS1 − 9 and ambience-related
VS2 − 12) self-appraisal perceptual scale derived originally on the basis
of focus group analysis as mentioned in the pretext. All variables
selected for the study are shown in Table 1. Motivation about this
construct has been derived from an original scale on market orientation
developed by Narver and Slater (1990) , who conceptualised this as a
multivariate construct comprising customer orientation, competitor
orientation and inter-functional coordination as principal behavioural
components. This scale also comprised triadic decision coordination

108 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

among shopping mall ambience, store assortment and shoppers’

preferences, including long-term business horizon and shoppers’ value
(for example, Ruekert, 1992; Hunt and Morgan, 1995). The impact of
arousal and enjoyment, comparative advantages in shopping and store
promotions in the shopping malls stimulate buying decisions, enhance
overall satisfaction of customers and affect the frequency of visiting
shopping malls. This phenomenon has been measured using a
24-variable ‘self-appraisal perceptual scale’ that included cognitive
variables referring to arousal and merriment (VS3 − 10), and economic
variables comprising competitive advantages (VS4 − 6) and sales
promotions (VS5 − 8) offered by the retail stores in the shopping malls
(for example, Rajagopal, 2008b).
In this study, a five-point Likert scale (anchored by strongly agree =
1/strongly disagree = 5) was employed to measure the efficiency of
customer services delivered by the automobile dealers in the study region.
Respondents were asked the extent to which quality management practices
were implemented. The chi-square and comparative-fit index for the factor
loadings were analysed for the model. Measures were validated and a
performance construct for the point-of-sale promotion was developed for
the scores that emerged out of the data analysis. Regression analysis was
performed in order to ensure that the results on these constructs were non-
correlated with the mutual interaction terms (Jaccard et al, 1990).

STRUCTURAL EQUATION MODEL

Structural equation models (SMEs) are also known as simultaneous
equation models. In order to analyse the effects of different variables
identified in the study on the customer value of buying in shopping malls,
a structural equations model is derived. The multivariate regression
technique has been used to estimate equations of the model. These
structural equations are meant to represent causal relationships among the
variables in the model (Fox, 2002). Let us assume that the shopping
( i + i + i +…i ) j
attractiveness is Sx and shopping ambience in malls is M t 1 2 3 n ,
with leisure attractions (i1, i2, i3, … in) in jth mall at a given time t in a
marketplace location h. Shoppers perceive value in buying products in the
stores inside the malls, stimulated by smart sales promotions Bsp wherein
shopping arousal is driven by the ambience of shopping malls Aam and
assortment of brand retail stores Rbs in a commercial place.
jh
Sx = ∑ ⎡⎣ M t( i1 + i2 +…in ) j ⎤⎦ ⎡⎣ Bsp , Aam , Rbs ⎤⎦ (1)
t

Hence,
∂q ∂b ′ ∂k
Sx = M pjh = M pjh
∂t ∂k ∂t
(2)
∂ q
= M tin, j ⎡ Bsp , Aam , Rbs ⎤⎦
∂k ⎣

wherein Mjhp denotes buying orientation of shoppers in a mall (j) at

location(h) and (q) represents the distance travelled by shoppers to the

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 Rajagopal

mall in time t with preferential shopping interests(k). In the equation,

b⬘ expresses the volume of buying during the visits to the shopping
malls. The total quality time spent in shopping malls leading to make
purchases ( ∂ t /∂ k > 0), and customer services offered by the stores
affecting the level of satisfaction of the customer (∂ b ′ / ∂ k > 0) increase
simultaneously. With regard to the size of mall x, preferential shopping
interests(k) of consumers create lower values with smaller size malls
to (∂ k / ∂ x < 0) , while the assortment of stores in the shopping mall,
irrespective of sales promotions and price advantages, enhances the
consumer value (∂ b ′ / ∂ x > 0) The location of shopping malls provides
less enhancement in consumer satisfaction as compared to the assortment
of stores, wide product options, sales promotions, re-buying attributes
and customer services

Therefore, ∫ b′∂b′ = ∫ = B sp + Aam + Rbs + Vb (3)

In the above equation, Vb denotes the customer value generated by shopping

with competitive advantage over time, distance, price and promotion.
In order to measure the cyclicality of shoppers visiting malls in the
three festive seasons as discussed in the pre-text, an initial robust
weighting matrix and optimal weighting matrix were employed using the
following equation:

∂b
Vb = ( S x )[ ( 0 + 1 +  2 + 3 ) Bsp ]tjh (4)
∂k

The above equation represents frequent visits of the shoppers in mall (j)
at location (h), N denotes the consumer preference for the newly
introduced products in the market, (0) represents visits to shopping malls
influenced by physical variables, (1) denotes visits to shopping malls
influenced by cognitive variables, (2) shows visits to shopping malls
derived by the economic variables, (3) indicates switching of shopping
preferences from malls to traditional markets around large shopping malls
and () refers to the structural parameter relating the endogenous
variables to one another. Ordinary Least Squares method to measure the
customer value for buying in shopping malls (dependent variable) with
regard to the above-discussed physical, cognitive and economic variables
(independent variables) has been computed using the construct below:

Vb =  + 1 ( Bsp ) +  2 ( Aam ) +  3 ( Rbs ) +  4 (Sb ′ )

(5)
+  5 (Sq ) +  6 (Ctm ) +  6 s (Shm ) + 

In the above equation, (Sb′ ) denotes volume of buying by the shoppers

in the malls, (Sq) represents distance travelled by the shoppers to visit
the malls during the festive seasons, (Shm) indicates the number of
hours spent by customers in shopping malls per visit and (Ctm) shows
the consumer preference to shop in traditional markets located around

110 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

large shopping malls. The error term is denoted by  in the above

equation.
The model explains that the value-based buying in shopping malls
enhances consumer satisfaction with regard to cognitive pleasure, value
for money, reliability, safety and comfort. However, market partitioning
between malls and traditional markets around malls generates price
sensitivity and product attractions. Traditional markets agglomerated
around large shopping malls offer disruptive innovation products at lower
prices. When low-priced disruptive innovation products with easy-to-use
versions are offered to the low- and middle-end consumers, stores doing
business in shopping malls with established brands are affected.
Traditional markets around the shopping malls offering disruptive
innovative products are always more motivated to target up-markets than
to defend low-end markets. Hence, traditional markets pose a continuous
threat to malls and play a major role in dividing customer preferences
between themselves and shopping malls (Christensen et al, 2006). As a
result, a sub-market consists of highly substitutable products, and
consumer values are reflected in their competitive gains, perceived use
values, volume of buying and level of quintessence with the customer
relationship services of the retailing firms (Rajagopal, 2008 b).

RESULTS AND DISCUSSION

Descriptive statistics of the data sets for the variable segments used
in the analysis of the study are shown in Table 2. Data have been inputted
to the structural equations of the model discussed in the paper. Customer
value (Vb) in shopping at malls is analysed with regard to equation (4)
and results are shown in Table 3. The structural parameters (0, 1, 2, 3)
are measured as regression coefficients. Standard error in estimation is
represented by SE in Table 3. The results reveal that long-term customer
values are associated with shopping in the malls, while customers may
derive short-term comparative gains over price and newness of products
by shopping at traditional markets surrounding large malls. The
estimations represented for all the observations of the study and standard
error have been calculated accordingly.
In Table 3, estimates of major variables are adjusted to the seasonality
pattern of visits to shopping malls using a fixed 4-week time lag of each
explanatory variable, and included them in the regressions. It is observed
from the results that shopping at malls is highly influenced by physical,
cognitive and economic variables. In addition, the results reveal that
preference for buying in traditional markets around the malls is high,
which indicates the attitude of switching established store brands
available in malls with the traditional unfamiliar brands. The cognitive
factors among consumers in brand switching include product
attractiveness, low price, user-friendly technology and easy product
servicing policies of small retail outlets outside the shopping mall.
However, the cyclicality (upon being lagged for 4 weeks) of visits to the
shopping malls has shown a positive trend and a statistically significant
impact on leisure shopping during the festive seasons ( = 0.8467).
Accordingly, the results exhibited in Table 3 are consistent with
Hypotheses 1a and 1b.

© 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118 111
 Rajagopal

Results concerning the impact of various relational variables including

sales promotion, ambience, assortment of stores, distance travelled to
visit the shopping mall and preference for traditional markets on volume
of buying and customer value of buying are shown in Table 4. Variables
measured in this table refer to the construct of equation (5) discussed in
the paper.
The results presented in the Table 4 show that sales promotions offered
in large shopping (LS) malls have a greater impact (91.12 per cent) on
customer value in buying goods and services as compared to other
categories of malls, because LS malls attract middle- and upper-middle
class consumers who are sensitive to price and volume promotion of
products and services. Extra large shopping (XLS) malls comprise large
departmental stores and brand retail stores that offer premium products
attracting a consumer segment of higher economic class. Thus, sales
promotions do not affect the customer value in buying products of
exclusive brands. However, shopping arousal in XLS malls has a greater
impact (81.43 per cent) on customer value in buying products and services
than other categories of shopping malls, though the volume of buying is
lowest (61.06 per cent) in the XLS category of malls. A principal reason
for higher shopping arousal in XLS malls is the large assortment of stores
(90.22 per cent) in comparison to other types of shopping malls. Small
shopping (SS) malls have a smaller assortment of retail stores (36.11
per cent), which provide less opportunity for sales attractions and lower

Table 3: Estimations of structural equations

Study area Parameters

Shopping No of N (Vb) (0) (1) (2) (3) ( ) SE (N) p chi-Square
clusters malls

SS (1–50) 5 399 0.7366 0.7713 0.7541 0.8301 0.7302 0.6303 6.9971 4.2201 0.6220 128.06
MS (51–100) 3 284 0.8012 0.8308 0.8299 0.7491 0.9182 0.9222 5.1285 5.6539 0.5351 163.72
LS (101–150) 4 435 0.8561 0.7263 0.8202 0.8105 0.8871 0.9373 6.3277 4.7112 0.5219 184.20
XLS (151–200) 2 358 0.9366 0.8913 0.9310 0.8224 0.9586 0.8917 5.4666 5.0010 0.5914 176.44

Overall 1476 0.9251 0.8849 0.8504 0.8329 0.9154 0.8467 5.899 4.513 0.5136 236.72

SS = Small size malls, MS=Medium size malls, LS=large size malls, XLS=Extra large malls, SE=Standard error.
Figures in parentheses indicate number of shops in malls.

Table 4: Impact of relational variables on customer value in buying at shopping malls vs. traditional
markets

Analytical variablesa SS (5) MS (3) LS (4) XLS (2) Overall (n=1476)

Sales promotions (Bsp) 0.6297* 0.7538* 0.9112* 0.8366* 0.7932*

Arousal in shopping malls (Aam) 0.4715** 0.6296* 0.7197* 0.8143* 0.7224*
Assortment of stores (Rbs) 0.3611 0.5420** 0.7506* 0.9022* 0.8633**
Volume of buying (Sb) 0.7543* 0.7510* 0.8457* 0.6106* 0.7625*
Distance travelled to malls (Sq) 0.3145 0.3026 0.3874 0.3544 0.3136
Time spent in shopping malls (Shm) 0.3820 0.4904** 0.6113* 0.9277* 0.6491*
Preference for traditional markets (Ctm) 0.6430* 0.9874* 0.8861* 0.9417* 0.8445*
Constant 0.1439 0.2215 0.3499 0.1079 0.2115
R2 0.6753* 0.5586** 0.7986* 0.8413* 0.6642*

a
Variables are described in equation (5).
P value *>0.01 and **>0.05.

112 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

shopping arousal to the customers, though the volume of buying (75.43 per
cent) is found to be highest in SS malls. Three major attributes of shoppers,
including shopping frequency, average buying value and number of stores
visited in the shopping malls, were analysed with respect to each shopping
season during the study period. The results are graphically illustrated in
Figure 2, which reveals that the ratio of frequency of visits to value of
buying increases with the hierarchy of shopping malls, except in the case
if SS malls. It is found that the ratio of frequency of visit to the value of
buying in medium (MS), LS and XLS malls is 1:325.65, 1:581.69 and
1:656.66 Mexican Pesos2, respectively.
It is observed from the results that shoppers spend more money on
each visit to the XLS malls owing to the planned shopping agenda
without higher perceived risk. Inclination towards buying familiar brands
in large shopping malls also helps customers to purchase goods of higher
value as compared to other categories of shopping malls. The adjusted R̄2
indicates that overall changes in the customer value are observed to be
67.53 per cent in SS malls, 55.86 per cent in MS malls, 79.86 per cent in
LS malls and 66.42 per cent in XLS malls during different shopping
seasons. Accordingly, it is found that there is a pattern of shopping in
malls in synchronisation with the arousal–buying relationship during the
shopping life cycle. Hence, the findings discussed above are consistent
with Hypotheses 1c and 2a.

Analysis of Data per Shopping Season

11000 2005-06 (2) 2006-07 (3) 2007-08 (4)

10000

9000
SS
8000
MS
7000
LS
6000 XLS

5000 Linear (MS)

XLS Linear (SS)
4000 2
R = 0.6244
Linear (XLS)
3000
LS R2= 0.6319 Linear (LS)
2000

1000 SS R2 = 0.6108
MS R2 = 0.7129
0
Average Number Average Number Average Number
Shopping Shopping Shopping
Buying of Stores Buying of Stores Buying of Stores
Frequency Frequency Frequency
Value Visited Value Visited Value Visited

SS 14 5377 13 14 3964 15 15 4867 14

MS 15 4630 19 27 4671 11 13 8583 22

LS 18 6542 12 10 7369 25 11 8775 20

XLS 11 8185 21 15 9809 28 17 10177 24

Attributes of Shopping

Figure 2: Attributes of shopping in malls.

Figures in Parentheses indicate number of shopping seasons.
SS = Small shopping mall, MS = Medium shopping mall, LS = Large shopping mall and XLS = Extra large
shopping mall.
Average buying value is indicated in Mexican pesos. Average exchange rate of US Dollar to Mexican
Peso (MXN) in June 2008 was 1USD = 10.65 MXN.

© 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118 113
 Rajagopal

It is also observed from the results of Table 4 that the attractive

ambience in the XLS malls motivates shoppers to stay for long hours in
the mall (92.77 per cent) and encourage them towards casual shopping.
LS malls also attract customers to stay for reasonably longer times (61.13
per cent) as compared to MS and SS malls. The results also reveal that
seasonality in shopping stimulates visits to shopping malls with a small
time lag of approximately 4 weeks, or 28 days. However, customers do
not consider the distance factor when visiting malls. These results
confirm Hypothesis 2b of the study.
The beta coefficient is measured to find out the volatility of customer
preferences among familiar and non-familiar brands, shopping malls and
retail stores. It is observed that shoppers in festive seasons look for new
products that are innovative and technology-based, irrespective of brand.
The festive shopping seasons in Mexico have fixed dates. Of these,
Christmas is the major leisure-shopping season, and attracts voluminous
buying as compared to the shopping on Mother’s and Father’s day.
The leisure-shopping attractions begin in July and rise to their peak
during November–December, augmenting consumer opportunities to
make impulsive purchases for both gifts and items for personal use.
The Christmas shopping season is slightly extended until the first week of
January, as 6 January of every year is the ‘Twelfth night’ or ‘Epiphany’,
when children receive gifts from three wise men or magic kings as
observed in the social customs in Mexico. It may be seen from Table 5
that the volume of buying is higher among non-familiar brands.
In Table 5, column 2 shows the effect of new product varieties among
familiar brands, and column 3 reveals new product varieties among
non-familiar brands. These two columns have no control variables when
computing beta coefficients, while physical, cognitive and economic
variables have been considered control variables to determine loyalty
effects. It has also been observed during the study that SS and MS malls
function within budget constraints and often restrain their expenditure on
ambience building, and thus the flow of shoppers remains relatively low
as compared to LS and XLS malls. Beta-coefficient results explain that
variety-seeking behaviour among non-familiar brands during the festive
seasons is higher for SS and MS malls (64.61 and 79.21 per cent,
respectively), while customers prefer new products among the known
brands in the LS and XLS malls (74.11 and 91.77 per cent, respectively).
Competitive sales promotion strategies such as free trials, hands-on
experience and simulations in retail stores in malls also induce shoppers to
seek variety products. However, customer loyalty is higher for LS and
XLS malls, which have good ambience, retail stores of exclusive brands
and specific class of shoppers, while functional variables such as price
and sales promotions influence shopper loyalty in SS and MS malls.
These results are consistent with Hypothesis 3, indicating that competitive
sales promotions of retail stores in shopping malls induce variety-seeking
behaviour and build store loyalty among shoppers.

MANAGERIAL IMPLICATIONS
Shopping malls are dynamic business centres that attract a large section
of urban customers to experience the pleasure of modern shopping.

114 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

Table 5: Beta coefficient measures for variety seeking behaviour and loyalty

Shopping mall category Leaning towards variety Shopping loyalty (n = 1476)

Familiar brands Unfamiliar brands Mall Retail store

SS 0.3538 (0.4324) 0.6461* (0.3270) 0.4126 (0.3629) 0.5779** (0.1002)

MS 0.4820 (0.2691) 0.7921* (0.4725) 0.4929** (0.3904) 0.5799** (0.2772)
LS 0.7411 * (1.904) 0.3049 (0.2409) 0.7003* (0.4444) 0.5190** (1.1222)
XLS 0.9177 * (0.7460) 0.1826 (0.5781) 0.8321* (0.4981) 0.5412** (0.5866)
Overall 0.5238 ** (1.3170) 0.5314** (0.1455) 0.6624* (0.1992) 0.5424** (1.3101)

P-values *>0.01 and **>0.001.

In the above Table coefficients represent the marginal effects on the average time spread associated with the
introduction of new products.
Each cell represents separate regression.
Figures presented in parentheses indicate standard errors.

A categorically planned assortment of stores in a mall would provide

diversity and arousal, and would encourage a propensity to shop around
the mall. Accordingly, mall managers may develop appropriate tenancy
policies for retailing firms with regard to the socio-demographic factors
of customers in order to satisfy different segments. An appropriate mix of
anchor tenants and new age tenants who have different target groups
would better attract customers to shopping malls, and such an assortment
of stores could coexist in a shopping mall successfully without any
conflict of interest. Prospective shopping malls should be able to nurture
an environment conducive to the development of all components in the
system for successful positioning of malls.
In view of growing competition among retailers and increasing market
congestion in urban areas, retailing firms need to adapt to a dynamic
strategy to achieve success in the business. Retailers located in LS and XLS
malls where intensity of competition is higher should lure customers into
non-price promotions and develop a niche of customers to build brand
loyalty. If a retailing firm chooses to compete on price, complex pricing
actions, cutting of prices in certain channels, or introduction of new
products or flanking brands strategies may be used, which allows the firm
to selectively target only those segments of customers who are on the verge
of switching brands or retail outlets. Such strategies may be implemented in
specific malls. The promotional effects generated from various promotional
tools may be monitored for longer periods of time and measured with
regard to achieving the long-term goals of retail firms. In addition,
variability of promotional response in different retail markets, channels and
outlets should be analysed to make required modifications in the process of
delivery of promotional programmes to customers. Firms should focus on
providing information about retailers’ offers in advance for the customers
who make their purchase decisions before mall visits. However, social and
recreational appeals for attracting consumers to malls also act as driving
factors in augmenting customer traffic to shopping malls.
Managers of retail firms must understand that shopping behaviour
among customers is governed by various factors such as credit
availability and customer services offered in the shopping mall. Factors
that successfully connect various customer groups with shopping interests
continue to build strength in retail brands, stores and malls. At the retail

© 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118 115
 Rajagopal

point-of-purchase convergence of customer loyalty, value for money and

competitive product advantages drive loyalty to retail stores. Most
successful retail brand stores pass through certain recognisable stages that
affect customer decisions on marketing factors such as pricing, product
identity, and sales and distribution networks.

CONCLUSION
The perspectives of shopping mall ambience and shopping satisfaction
effectively become a measure of retail performance, customer attraction
and propensity to shop for urban shoppers. This tendency of shoppers
demands change in the strategy of mall management and retailing by
offering more recreational infrastructure, extended working hours, place
for demonstrations and consumer education on the innovative and high-
technology products and services. This study discusses the impact of
growing congestion of shopping malls in urban areas of Mexico on
shopping convenience and shopping behaviour with regard to personality
traits of shoppers affecting the preferences for shopping malls concerning
store assortment, convenience, distance to malls, economic advantage and
leisure facilities. The results of the study reveal that the ambience of
shopping malls and assortment of stores attracts higher customer traffic to
the malls. However, an agglomeration of small retail stores around LS
malls in a traditional style deviate consumers’ shopping focus from stores
inside the mall, as they obtain an ethnic ambience and economic gains in
buying from small retailers. It was found during this study that urban
shoppers visit shopping malls as leisure centres to relax, spending long
hours and tending to shop in response to various sales promotions used
by different stores.
The discussions in the study divulge that shopping arousal is largely
driven by mall attractions, inter-personal influences, sales promotions and
comparative gains among urban shoppers. The major factors that affect
shopping arousal among urban shoppers concern recreational facilities,
location of the mall, ambience and store attractiveness with regard to
products and services, brand value and price. Similar to many other
empirical studies, this research might also have some limitations with
regard to sampling, data collection and generalisation of the findings. The
samples drawn for this study may not be enough to generalise the study
results. However, the results of this study may indicate a similar pattern
of shopping behaviour of urban consumers in shopping malls with regard
to other Latin American markets.

ACKNOWLEDGEMENTS
This paper has been developed out of the research project conducted by
Rajagopal, Professor of Marketing (EGADE), ITSEM Mexico City
Campus, on Consumer behaviour in urban shopping locations under the
aegies of Research Group on Consumer Behaviour and Competitiveness,
Monterrey Institute of Technology and Higher Education-ITESM.
Campus Santa Fe, Mexico during 2008–2009. The author expresses
sincere thanks to Dr Jorge Vera, Professor of Marketing, ITESM-CCM
and Coordinator of the research group for extending administrative
support to this project.

116 © 2009 Palgrave Macmillan 1479–1110 Journal of Retail & Leisure Property Vol. 8, 2, 99–118
 Growing shopping malls and behaviour of urban shoppers

NOTES
1 Historically, this market was started as a casual market, but is now a
shopping mall and major entertainment complex. However, stores in
this market are somewhat informal, and deal in a variety of consumer
and electronic merchandise.
2 The average exchange rate of US Dollar to Mexican Peso (MXN) in
June 2008 was 1USD = 10.65 MXN.

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