Abstract
Modern lifestyle is hard to imagine without the hustle and bustle that takes place in shopping malls that have become part and parcel of the economic and social life of every modern global citizen. Shopping malls are on the increase in major cities with Jordan being a hub for competitors in the mall industry. Hence, there is a growing need to understand consumers’ perceptions, dispositions and preferences as to the mall image nowadays. The purpose of this research is to determine the effect and significance of entertainment on the mall industry in Jordan. The data were conducted by structured questionnaire from 450 shoppers who visit the five largest malls, namely, AL-Mukhtar, Sameh, Arabella, Irbid, and AL-Safeway in Irbid as the biggest and high density city in the north territory of Jordan. The results of study showed that the age group less than 25 years of shoppers ranked first in patronage of the shopping malls mainly for reasons related to leisure, fun and entertainment. The study concludes by emphasizing the need for huge entertainment facilities, such as, family entertainment centers, cinema, gym, bowling alley, billiard hall and video games.
Highlights
Quite recently, some countries in Asia have come to the fore as a result of economic success and prosperity that took place in many fields
Research Objectives The goal of this study is to identify the significance of entertainment on the mall industry in Jordan, and to establish whether there is a need to take care of entertainment as an aspect that affects mall shoppers and the mall industry as a whole
The population of this study includes all Jordanian shoppers who visit the largest malls in Irbid city, because it has the biggest number of shopping activities and high density of population at the north of Jordan
Summary
Some countries in Asia have come to the fore as a result of economic success and prosperity that took place in many fields. One specific aspect that manifested itself in the economy has been the culture of shopping at malls with many people frequenting such places. Arab countries as well have had their share of such economic boom with an emphasis on building shopping centers of different shapes and sizes to attract shoppers and develop this new business trend. World business nowadays seems to have shifted to meet the demands of a new life style in big cities where shopping at malls have affected both lives of the rich and the poor. Such malls have begun to be frequented by different classes of the society and by the upper classes. In addition to shopping such milestones have become the best places to be in order to socialize with others (Anuradha & Manohar, 2011)
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