Abstract
Shopping mall preference is being evaluated by using various attributes such as location, tenant mix, mall image and availability of parking. This research explores why retailers prefer to locate in one shopping mall and not another. What attributes makes one shopping mall more desirable to retailers than another? To do so, this research reviews literature for understanding the preference criteria of retail location in the shopping mall context. A descriptive survey of retailers within the mall was carried out through the use of questionnaires as research instruments. The study concludes that with a better understanding of the retailers’ mall preference attributes and their site selection criteria and methodologies, shopping mall developers can better understand what attributes, and which information will best help them in improving their mall attractiveness
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