THESIS MANUAL 3
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Shopping malls are one of the social places here in the Philippines in demand to consumers in terms of visitation places. Shopping malls attract consumers, and induce customers providing enough time to make choices as well as a recreational and social shopping. Consumer activities within malls have been under researched. This paper examines what are the shopping mall behaviors of college students in Angeles University Foundation. Four dimensions used by Bloch et al to determine the shopping behavior of adolescents. Related studies were introduced the consumer habitat and the influences within the behaviors of the individual in terms of social and recreational activity. The results of the study reveal that ambiance of shopping malls, social activities, and the feelings to escape inside the shopping malls.
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0 M OF ONN DEDICATION««««««««««««««««««««««««««««««..4 ACKNOWLEDGEMENT««««««««««««««««««««««««««5 CHAPTER1.INTRODUCTION««««««««««««««««««««««.6-17 Conceptual Framework««««««««««««««««««««««.17-18 Paradigm of the study«««««««««««««««««««««««19-20 Significance««««««««««««««««««««««««««.20-21 Scope and Limitations««««««««««««««««««««««««.21 Statement of the Problem«««««««««««««««««««««21-22 Definition of Terms««««««««««««««««««««««««22-23 CHAPTER2. LITERATURE REVIEW«««««««««««««««««««24-45 CHAPTER3. MATERIALS AND METHODS«««««««««««««««««..46 Research Design««««««««««««««««««««««««««..46 Respondents of the Study«««««««««««««««««««««««.47 Sampling Method««««««««««««««««««««««««««..47 Research Locale«««««««««««««««««««««««««««47 Research Instruments«««««««««««««««««««««««««48 Data Gathering«««««««««««««««««««««««««««.48 Statistical Treatment of Data««««««««««««««««««««««49 CHAPTER4. RESULTS AND DISCUSSION««««««««««««««50-56 Analysis««««««««««««««««««««««««««««««57 CHAPTER5. CONCLUSION«««««««««««««««««««««..58 Summary«««««««««««««««««««««««««««««..58
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Conclusions««««««««««««««««««««««««««««...59 Recommendations¶«««««««««««««««««««««««««...60 BIBLIOGRAPHY««««««««««««««««««««««««««.67 APENDICES«««««««««««««««««««««««««««61-63 LIST OF TABLES«««««««««««««««««««««««««««««
Auestionnaire««««««««««««««««««««««««««««.. Communication Letter««««««««««««««««««««««««« Curriculum Vitae«««««««««««««««««««««««««««.
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Dedici A thesis is never simply the work of one person. Rather, it is the result of the combined efforts of many people, working with and supporting the author. It is because of this fact that the author of this thesis would like to thank the following people:
Our parents, as always, you have supported us all the way since the beginning of our studies. We thank-you for your endless prayers and much needed support to make this studies.
Our teachers and friends who always there to guide us in this studies we also thank you for your time and effort on this project.
God thank-you for making us who we are today, and for giving us the abilities that we have. We will never understand the reasons that you love us as you do, but we will always choose to follow you by doing the best that we can do.
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MNOWDGN
First of all, we would like to thank our friends for assisting and helping us in our research. We would like to thank our teachers and school counselor for helping us how to do our study. We also like to thank our librarian for letting us borrow some books, for the computer lab in charge for letting us to use computers. And finally we would like to thank our parents for their financial and never ending support, for the help in our study and for its success. And it would not be successful without God who guides us in our everyday life and activities; we thank Him for the good health he has given to us, and for the success of our study. For all the people who helped us a lot, thank you very much and may god bless you all.
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e I ckgd e dy ( Shopping malls represents a unique form of shopping environment. Malls have become a social place in which people converge to engage in various activities, such as going to a movie, having food or a meal out, getting together with friends or family, hair styling, and even religious activities. Indeed, the most common site for recreational consumption is the large, enclosed shopping malls (As cited by Zafar et al. 2007).
Obviously shopping malls are social places where the needs and desires are met once we enter them. To gain the loyalty of shoppers, malls must appeal to consumers' social motives and experiential needs, not simply provide access to desired goods. In response to changing consumer needs, malls have grown larger and their one-stop convenience has expanded to include service outlets and entertainment providers (As cited by Zafar et al. 2007).
Underhill (1999) observed that, ³the moment you enter a shopping mall today, you are never sure if you are in a store or a theme park´. Haytko & Baker (2004) also says that, ³the choice of shopping destination is a topic receiving increasing attention. Regardless of their sizes, all shopping malls are attraction centers for people to come and
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to do the shopping´. As a result, malls are critical retail venue that contributes to consumer experience (As cited by Zafar et al. 2007). Æ The Philippines has become a Mall Republic, as shopping malls dominate the lifestyles and landscapes of Filipinos who live in cities. It really is no surprise that malls have been a big hit in the Philippines, whose citizens' addiction to shopping is well known even to merchants abroad. Indeed, while the economy remains in a slump, Filipinos are still shopping. According to official statistics, personal consumption expenditures grew to P778 billion (2001) posting an annual growth rate of four percent. A considerable chunk of that amount was most probably spent in the malls, of which the bigger ones attract, on average, hundreds of thousands of people each day (Balgos, 2002).The list of goods and services available in the malls is always changing and growing. Where before there were only supermarkets, clothes and shoe shops, bookstores, and the requisite department store or two, now there are also hardware centers, an array of furniture stores, art galleries, banks and mail stations. One could also book a cruise to Corregidor or a tour of the Greek islands, buy a house and lot, and get a health or life insurance policy, perhaps even a memorial plan complete with a family-size cemetery plot (Balgos, 2002).
To the average Metro Manila living an increasingly 24/7 life, this could not have been a more pleasing development. Now Filipinos could save both time and sanity in a one-stop shop that also let Filipinos escape the oppressive heat of the city. As a result, outside of the office and the home, a Metro Manila resident (or any Filipino urbanite for
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that matter) spends most of his time in the mall along with friends and family. Malls are may be a global phenomenon, but chances are no country other than the Philippines has malls that are full of people even on weekdays. To many Filipinos, the mall is the ultimate ñ , the glorified store that has something for everyone, including those who only want to watch the world go by, the best destination for a people with a penchant for going out in packs (Balgos, 2002).
Another reason for the popularity of malls in this country, however, is the death of public spaces. Some have argued that malls killed the traditional plazas, but even before SM's Henry Sy Sr. began to tire of being just a tenant of the Ayalas and plotted to build his first mall in the early 1980s ² starting a trend that has yet to end ² most of the plazas had been long gone, at least in Metro Manila, where the few that were left soon succumbed to the effects of official neglect as well as increasing urban density. Today the country's premier metropolis has only a handful of parks, a couple of zoos (one of them privately owned), a sprinkling of museums, and one or two revitalized plazas. While each one of these is worth a visit now and then, their rather static attractions do not come close to the cornucopia of offerings at the malls, where one is sure to find something new to see or do every time(Balgos, 2002).
That job, of course, entails luring people and making them want to part with their money for things that they may or may not need. This has opened malls to criticisms that they are promoting hyper consumerism, a perception that is aided in part by the sheer massiveness of many of these centers (which also invites the "Goliath is evil" line of
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thinking), but prompted mostly by their endless parade of come-ons and ads. With more than half of the population mired in poverty, even a subtle goading of the impulse to buy and to indulge the materialist craving may seem offensive to some people. That malls have perfected the art of persuasion probably makes it seem all the more obscene. The Ayala Center Makati's Midnight Madness sales on payday Fridays, for example, have become so successful and so ingrained in the Metro Manila psyche that many people have been known to alter their household budgets and personal schedules just so they could participate in a spending orgy passing itself off as a centavo-pinching outing (Balgos, 2002).
Business executives, however, argue that by enticing people to spend, malls help the economy. "If it weren't for the malls, retail would be just as good as dead," insists the chain-store executive, who says his mall branches are doing four times better than his other shops. "There wouldn't be a Bench, there wouldn't be a Penshoppe. Malls help retail in a big way. Retail is keeping our economy afloat." He has a valid point, and those needing a clincher for this may want to look at Japan, where the legendary zeal of its citizens to save their money instead of spending it has practically guaranteed that nation's tanked economy will remain burbling feebly at the bottom for quite some time (Balgos, 2002).
Still, the present mall-building fever is eliciting fears that too much of a "good" thing may be bad or, again, that Goliath could turn out to be really, truly evil. It hasn't helped that there is no parallel rush to build manufacturing facilities, which could have
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made the Philippines look less doomed to being a nation of mere consumers (Balgos, 2002).
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Angeles City is characterized as a highly urbanized city in the province of
Pampanga. Endowed with economic and business opportunities, Angeles is surely the "Entertainment Capital of Central Luzon". Because of its growing economy, many businesses are establishing like Call Center Agencies, large American IT industries, and the expanding industry of Shopping malls (http://en.wikipedia.org/wiki/Angeles_City).
However, just like what happened to Saver's Mall, people who patronized JENRA and NEPO mall are now more after the SM City Clark, which opened its door on May of 2006. It was the second largest SM Super mall here in Pampanga, after the SM City in Mexico Pampanga. In addition, until now, SM City Clark becomes the most sought after place to go here in Angeles City (http://en.wikipedia.org/wiki/SM_City_Clark ). Æ ( %# $ The theoretical framework of the study was the theory of Bloch et al, (1994) who have identified seven (7) dimensions of shopping malls that collectively explain consumers' motives for visiting malls. These dimensions include: aesthetics, escape, flow, exploration, role enactment, social and convenience. For this study, the researchers only
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used four (4) dimensions, the aesthetic, escape, flow and social dimensions. Each dimensions discuss different motivators why consumers visit malls.
(+% The mall itself offers experiences that are consumable beyond the products and services available for sale within the mall. From their inception, enclosed malls have offered patrons the advantage of climatic comfort and freedom from the noise and traffic that categorizes other shopping venues since a "noisy" environment creates a different image than is characterized by silence or soft background music. Mall planners are devoting increasing resources to environmental and architectural aspects of the mall. According to Lui (1997), modern mall interiors have evolved from "comfortable" to architecturally rich, with lavish materials and sophisticated design elements. Interior design actually continues the mall's image-fostering process. Design features (e.g. high ceilings, flooring/carpeting, architecture, interior landscaping, store layout), as well as physical facilities (elevators, air-conditioning, and washrooms) all impact assessments by consumers. Architectural elements are being used by developers to increase the drama of mall interiors and to satisfy consumer-seeking sensory stimulation.
One recent study showed that architectural design had the strongest positive influence on mall excitement, while interior décor had the strongest positive effect on desire to stay. Wakefield and Baker, 1998). This same study also revealed that music and layout were positively related to mall excitement and desire to stay. Hence, the mall and store environment is not only about manipulating architectural design and interior layout but
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also includes the use of space and the choice of surroundings, colors, aromas, and sound. Consumers broadly evaluate malls in terms of their intangibles, including music, colors, scents, and lighting, or "atmospherics".
Research on atmospherics indicates that light colors impart a feeling of spaciousness and serenity and signs in bright colors create excitement (Solomon, 1994). Additionally, some malls have successfully used restful music and warm color schemes to encourage people to linger (Peter and Olson, 1994). More generally, shopping malls are trying to become more conducive to sensual (aesthetic) shopping by offering on-premises features such as bakeries, which fill the air with warm, homey scents (Underhill, 1999). Atmospheric features are an extension of product display and are chosen to modify buyers' knowledge and mood, thereby affecting behavior, and to enhance the mall or store image to differentiate it from that of other malls.
!( % Sensory stimulation resulting from mall atmospherics also attracts shoppers by offering a relief from boredom or loneliness. Malls may offer access to new information or experiences as a break from the consumer's. Many malls currently offer high levels of sensory stimulation (Underhill, 1999, 2005). A shopping trip can offer a consumer the opportunity for diversion from everyday life and, as such, represents a form of recreation. Visiting a mall can provide free or low cost family entertainment that is available without the necessity of formal dress or preplanning. The common term "browsing" and the
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phenomenon of masses of people strolling through a shopping mall reinforce the belief that shopping is a popular pastime.
#% Flow has been described as a pleasurable state of absorption that is associated with losing track of time (Bloch Êñ , 1994; Lui, 1997). In some cases, malls resemble Las Vegas casinos where consumers become isolated from cues relating to time and weather. Flow has been described as a rare and desirable state. Thus, one may speculate that the achievement of flow while in a mall may encourage continuation among consumers enthusiastic about shopping in mall. Moreover, unlike many recreational outlets, shopping malls are hospitable to people who are alone. While there are stigmas attached to attending movies or dining out alone, visiting a mall alone is common and free of negative associations. Mall patrons become relatively isolated from cues relating to time and weather. If the environment or consumption activity is sufficiently pleasant, the hours may glide by.
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Shopping can provide the opportunity for a social experience outside the home (e.g. seeking new acquaintances or meeting those of the opposite sex). Shopping trips often result in planned (or unplanned) encounters with friends. Thus, social variables offering the benefit of affiliation with others also make malls attractive leisure sites. Tauber (1972)
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and others (e.g. Wakefield and Baker, 1998) have suggested that an important pleasing aspect of shopping includes the opportunity for social interaction with friends, family, or even strangers that one encounters in a shopping location. Moreover, consumers generally desire to trade where store personnel, particularly sale people, are perceived as helpful, friendly, and courteous (Loudon and Bitta 1993). People will shop where they feel wanted and will even pay a little more for the privilege (Underhill, 1999).
From a sociological perspective, malls have become community centers, offering visitors common recreational attractions, such as music, movies, games, and dining out. A mall visitor can meet with friends and then see a popular movie at the mall multiplex. More commonly, malls act as gathering sites allowing people to meet and recreate with friends, an activity particularly common among teens. The low cost of entry also makes malls economical entertainment venues for families.
( %# $ The main idea of the study is about the shopping mall behavior of college students of Angeles University Foundation using the dimensions of Bloch et al., (1994) on visiting malls. Other demographic factors will also be included in the study to determine its impact on shopping mall behavior. The socio-economic status, monthly allowance, frequency on visiting malls and the duration of stay on visiting malls would also be included.
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The dimensions used in the study are the aesthetic, escape, flow and social dimensions. The researchers only used these four (4) dimensions because they are more applicable to the respondents, which are the students.
The aesthetic dimension is the general preference of the respondents to the mall which includes the interior design of the mall, (e.g. lighting, decorations, music and even the color). Escape dimension pertains to the respondents desire to relax, to be away from stress, and to escape from boredom. Flow dimension, is about the pleasure that people feel whenever they are inside the mall. Lastly, is the social dimension, which pertains to people¶s when they are with their companions, like friends or peers.
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The paradigm explains the flow of the study. The researchers found out the shopping mall behavior of college students of Angeles University Foundation by using Bloch¶s Dimensions. The researchers did not include dimensions which are more applicable to adults. The researchers only selected the Aesthetic, Escape, Flow and Social Dimensions.
( ( , this study will help them understand and determine their shopping behaviours with regards to malling, specifically knowing what factors contribute to their behaviour. It can help the students to know the advantages and disadvantages on visiting malls that can influence their behaviour because nowadays many students enjoy visiting the malls and spend most of their hours in buying, and socializing. & ( , this would be beneficial for them to further understand the different reasons of people why they visit shopping malls because research in psychology seeks to understand and explain thought, emotion, feelings, or behavior. So it¶s good for them to understand the different behaviour of students that they have inside the mall and this will help them device a study on the shopping behaviour of people and it greatly increased our understanding of why people behave as they do. ( ((/ the findings of the study will generate essential information or baseline data regarding shopping mall behaviour. And also this study helps the people behind Social sciences department to seek answers to many of the key issues
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regards to shopping mall behavior that affect our lives and can give us insights into the questions that trouble us.
( ( , this study can be an addition for their references and improvement of their study regarding shopping mall behaviour of Filipinos.
( )% The study focuses mainly on the shopping behavior of the selected college students in Angeles University Foundation, Angeles City. The study examined the shopping behavior of the respondents. The Demographic profile, socio-economic status, frequency on visiting malls, and duration on visiting malls were also included. The factors examined in this study were the escape, aesthetic, social and flow dimension .The researchers did not included the other dimensions because they are more applicable to adult.
% &% This study aimed to find out the malling behavior of Angeles University Foundation College Students. Specifically, it sought to answer the following questions: 1. How may the respondents be described in terms of : 1.1. economic status
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1.2. frequency on visiting malls 1.3. duration on visiting malls 2. how may the respondents¶ malling behavior be described in terms of: 2.1. Aesthetic 2.2. Escape 2.3. Social 2.4. and Flow dimensions.
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A % 4 is a building or set of buildings that contain stores and have interconnecting walkways that make it easy for people to walk from store to store, shaded avenue or open space (Risley, F. (1990). In this study, shopping mall is a place where in consumers visit for any of their reason like hung out with friends or peers, for past time, to relax, and to see the interior design of the malls.
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% & 4 ³Shopping behavior is a characteristic form of ë Ê Ê (Assael, H. (1987). In this study, this is a variable explained the consumer¶s characteristics of how and what contributes on their behavior through visiting shopping malls.
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% 4 It is a psychology of how consumers think, feel, their motives, performance, deeds, actions, activities and select between different alternatives (e.g., brands, products) and how the consumer is influenced by his or her environment (e.g., culture, family, peers, signs, media) (Wilkie, William L. (1994). In this study, consumer behavior are the actions and feelings of respondents when they visit shopping malls like to feel the relaxing environment, to be away from stress, to visit after the class as a daily routine, when they didn¶t notice the track of time when they inside the malls, and to socialize with friends.
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(% ± explains that the consumer¶s preference in general look of the mall contributes to their motivation to visit malls Bloch et al, (1994).
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!( %4 explains that the consumers desire to escape from boredom; stress and everyday activities would also contribute to their motivation to visit malls Bloch et al, (1994).
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# %- explains that because of the pleasurable state that the consumers experience when they are inside the mall, it would also contribute to their motivation to visit malls Bloch et al, (1994).
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( %- explains that social factors like friends, peers and significant others would contribute to consumers desire to visit malls Bloch et al, (1994).
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) This chapter presents the literature and studies linked to this study that the researchers undertook. This chapter provides the readers with information on the subject to make the understanding of the problem more comprehensively.
) A typical characteristic of ³shopping mall´ is the feeling of timelessness (³Shopping Mall as a Way of Life´), where people can just kick back and relax and do not have to worry. Like the experience of television, there is a lack of a sense of time in shopping. The ³jumble of stores and services of the mall resembles our channel-changing interactions with television programs as we randomly surf from a sitcom to a feature film to a documentary, all within a minute´ (Duncan 1994)0 And so the mall is where a tantalized audience would gather to experience this unusual but fabulous and enjoyable place and event, and unconsciously be trapped in this illusion (that there is material abundance) A shopping mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a modern, indoor version of the traditional marketplace. Modern ³carfriendly´ strip malls developed from the 1920s, and shopping malls corresponded with the rise of suburban living in the United States after World War II.
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In most of the world the term shopping centre is used, especially in Europe and Australasia; however shopping mall is also used, predominantly in North America. Shopping precinct and shopping arcade are also used. In North America, the term shopping mall is usually applied to enclosed retail structures (and may be abbreviated to simply mall) while shopping center usually refers to open-air retail complexes, both usually have large parking lots, face major traffic arterials and have few pedestrian connections to surrounding
neighborhoods.
(http://www.amazines.com/malls_related.html?catid=0&page=2&returnto=&searchStr=ma lls&searchby=kw)
Î # % 7 Teenagers, especially in the West, are the classic Mall Rats, and many critics believe they are spending more time in the Mall than they are in fresh air. Here are some reasons why teens have a special affinity towards malls -- Malls are public spaces where they can meet friends, Malls offer romantic opportunities at times, Malls are, very often, parent-free environments, Teens can catch the latest movies there, Food courts in malls offer many cheap eating options and plenty of junk food. (Wakefield, K. L. and Baker, J. 1998),
Î % % Malls are notorious guzzlers of electricity (think of all those lights everywhere and that air conditioning). They involve the paving of large tracts of land, the excessive use of water and increased emissions from all the extra traffic they generate. Hence, the
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environmental cost of building and maintaining these mega structures, many critics believe is way too high.
Perhaps as significantly, shopping malls tend to completely destroy small businesses and shops. Whenever a mall opens in a new neighborhood, it sounds a death knell on that corner drugstore, local boutiques and perhaps even that little neighborhood pub. The mall, with its glitz and glamour tends to become the place for families to go for a fun evening out, a hangout for teens and places to visit for the best brands at the best prices. The shopping behavior of people in malls has spawned two other criticisms. Retailers in malls often complain that malls seem better suited to window shoppers than to serious ones. They say that in comparison, standalone shops have better sales. In sharp contrast is the criticism that shopping malls are soulless temples of blatant consumerism, building people¶s aspirations for more and more material goods that they may not ever need (Michon, R. and Chebat, J, (2004).
For some consumers, shopping represents the prospect of picking up a bargain; for others it provides an opportunity to interact socially with other people or simply an opportunity for a welcome break from a tedious routine. Two consumers may shop at the same stores for similar reasons, e.g. convenience, courteous helps, nice décor, etc., but one consumer's attitude to shopping can be totally different from the others. One consumer may find shopping a burden, something to be done quickly with a minimum of effort while another may enjoy shopping, engaging in it as sport by achieving the satisfaction of buying a desired item at a bargain price. This latter consumer does not mind spending time
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searching for alternatives (Reid and Brown, 1996).
According to Underhill (1999),
shopping is more than the simple, dutiful acquisition of whatever is absolutely necessary to one's life. It is more than "grab and go" - you need corn flakes, you find the corn flakes, you grab the corn flakes, you pay for the corn flakes and go. Shopping today involves multiple senses - sight, smell, taste, touch, and hearing as the basis for choosing or rejecting brands, products, and, more generally, retail environments. Underhill (1999) stressed that virtually all unplanned purchases - and many planned ones, as well, - come as the result of a shopper seeing, touching, smelling, or tasting something that promises pleasure, if not total fulfillment. This view has been reinforced with Underhill's return visit to (Western) malls ("Call of the Mall", Underhill, 2005). Underhill argues that in spite of increased online shopping and "fatigued" baby boomers that should create a post-mall era, the mall is not going anywhere any time soon and it remains a destination of choice for many, and teenagers, in particular. Retailers, therefore, continue to invest substantial resources creating environments they hope will attract customers and induce them to spend. The effects of these investments are measurable at an aggregate level (i.e. sales results) or at the individual consumer level in terms of shoppers' attitudes and motivations East, 1997).
Malls consist of different sections that cater to the different needs of the people who come in. It has a number of stores and boutiques, which employ their own unique gimmicks to accommodate their shoppers. Many stores can afford a small space to be used as customers¶ rest corner containing a comfortable and colorful seat, reading materials, and probably a small table. Customers, particularly women, enjoy spaces such as these. These
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secluded spots provide an outlet for an innocent natural voyeurism of people to watch other people other than the merchandise alone (Falk, ed., 101). Boutiques understand the need for the items they produced to be displayed in a space that would match the inherent quality they offer. They display their products in the space available for them for the shoppers to try on. They also have display windows around their shop to give passersby a wait from the exterior of almost the entire shop.
Filipinos all over the country have taken to the habit of going to shopping mall like duck to water. But whereas it was limited to Metro Manila in the past years, this new lifestyle has spread like wildfire to every urban area and even outside the country (Valencia, 2003).
Whereas a decade ago, a trip to Manila is the only way to do serious shopping for provincial folks, the new shopping centers in their home towns have made this unnecessary as most goods and brands seen in different department stores are on display in their provincial branches. Malls have become to the natives what the town plazas of the old used to be a meeting place, a playing ground, a spot to while away an odd free hour or two, a Sunday destination for the family. The Asian crisis caused some belt-tightening among the city folks. This, however, prompted retailers to increase frequency of its one to threeday sales season when prices of goods are marked down anywhere from 5 percent to 75 percent 66/. The Midnight Madness sale shopping frenzy has shops extend business hours
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until midnight for everyone to take advantage of the discounts. Metro Manila malls are no longer just one-stop shops. They have become much to the inveterate Filipino shoppers delight integrated shopping-food-exhibition-service-entertainment centers, and anything indeed that pleases their customers (Valencia, 2003).
Just recently, the Department of Tourism (DOT) came out with its WOW Philippines Shopping Fiesta 2003. The event aims to promote the country as a first-rate shopping haven and as a destination for excellent buys. Last October 3, 2003 at the Glorietta Park, the WOW Philippines Shopping Tour Packages and WOW Philippines Shuttle Service covering the different participating malls, hotels, airport and Intramuros was launched. It will run until December 31, 2003. DOT Secretary Richard Gordon noted that the dramatic increase of 7.8 percent in visitor arrivals last year wherein 1.9 million foreign nationals and overseas Filipinos who traveled to the country spent a total of $1.740 billion (Valencia, 2003).
The average daily shopping expenditure of travelers last year was pegged at $14.81 which means that tourists traveling in the Philippines spent $257 million in shopping alone, Gordon said. For next year, the WOW Philippines Shopping Fiesta will be a yearround event. Monthly sale events starting February to September will be held which will highlight different shopping areas in Metro Manila every month (Valencia, 2003).
In Makati City, there is the Ayala Center, where you can find the Greenbelt Mall, Greenbelt Square, Park Square I and II, Landmark, 6750, Gloriettas four huge interconnecting malls, ShoeMart, and Rustans, among others. In the Ortigas District,
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located the two buildings of Megamall with five floors, basement included, and a stroll from end to end on all levels is considered the best form of exercise by shopping enthusiasts (http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
If you have a limited shopping time, this is the place to do it as almost anything and everything available for sale are seen here and for reasonable prices. It has department store and supermarket, a hardware, an equally mammoth toy store ala Toys r Us, a dozen cinemas, a bowling and billiard center, the countries first- ever skating rink, a bingo hall, art galleries, amusement centers, a food court, as well as fast-food of every kind and brand (http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
Across Megamall are the EDSA Central and Manuela that cater more for the Cclass market. Shangri-La Plaza is also located here, where the sister shop of Quicksilver, the Surfworld, is located. It houses Rustans and Crossing Department Stores as well as cinemas and several brand boutiques and high-end dining establishments. There is also the Robinsons Galleria with an expanded wing and impressive stores. The other side of Ortigas, one can take a jeepney to the San Juans Greenhils Shopping Center, where there is almost always an ongoing bazaar or flea market. Greenhills especially Virra Mall is known among local shoppers for its computer products and Shoppersville, which has a comprehensive selection of clothes and bags and consumer items not only from the Philippines but also imported from Hong Kong, Korea, China and Thailand (http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines ).
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In the city of Manila, the shopping attraction is Robinsons Place located behind the Manila Midtown Hotel; the Harrison Plaza that contains a Rustans and a Shoemart at both ends of the complex plus its own movie houses and shopping and dining areas (http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
Long before the mall concept has hit the city, the only place to do serious shopping is to go to Divisoria. It was and still is, the wholesale shopping center, where most local and imported goods from China and Southeast Asian countries, from dry goods to toys and perishable exotic fruits and flowers can be had at, at least a third of the price than those available in the more convenient malls in other cities. One cannot escape going to Tutuban Center, housed in what used to be the Tutuban Philippine National Railways (PNR) station. Its main attraction is its cluster building, where Hong Kong goods are sold. Located near the airport, Baclaran in the southern end of Roxas Boulevard is as good a place
as
ever
to
shop
for
RTW.
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
In the province, the SM chain has been on an expression blitz, opening up branches not only in Metro Manila but in major provincial cities as well. It¶s most important branch outside Metro Manila in in Cebu City, competing head-on with Gaisano, the homegrown retail lord. Gaisano has branches in Lapu-Lapu (Cebu), Tacloban (Leyte), Bacolod (Negros Occidental), Ozamis (Misamis Occidental), and Davao City. Each has a supermarket, a department store, a restaurant, and an amusement center. Davao has also the Victoria Plaza, a living proof of the growing buying power of the provincial folks and the
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Aldavinco which almost exclusively sells ethnic items; either locally made or brought in from
nearby
Indonesia
(http://en.wikipedia.org/wiki/List_of_shopping_malls_in_the_Philippines).
The Southeast Asian country has three of the world's 10 largest shopping centers, two of them in the capital, Manila. Scores of others range from modern glass and steel structures to older fading buildings dot cities across the archipelago (Nicholls et al 2002).
Although over 40 percent of the country's 90 million people live on $2 or less per day, malls here are crowded at all times, and especially packed at weekends. Around 80 percent of the Philippines' populations go to shopping centers and around 36 million people visit shopping plazas once or twice a month, according to Nielsen Media Research. "People just come to the mall to stay cool, said Chris Balberona, a driver for a bank, who was at Manila's Megamall watching ice-skaters on an artificial rink.´Life is hard right now so we don't really come here to shop." The air-conditioned malls are a boon in this steamy tropical nation. But shopping plazas in the Philippines have also become a place to pay bills, meet or watch people, eat or see a film. Catholic masses are even held in the corridors of some malls. While the faithful sit on plastic chairs, less religious folk continue to browse the rails nearby hopping is only an option at Manila's malls (Nicholls et al 2002). But with inflation hitting a near 17-year high of 12.2 percent in July as gas and food prices soar, Filipinos are forking out even less these days for non-essentials such as
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cinema trips and more clothes. Private consumption is the lifeblood of the Philippine economy and a drop-off in spending is expected to cut economic growth this year to 5.1 percent, according to a Reuters poll last month, from a three decade peak of 7.2 percent in 2007. Economic growth skidded to a seasonally adjusted 0.8 percent in the first quarter compared to 1.3 percent in the fourth quarter of last year SM Prime, the largest mall operator in the Philippines, said 2.5 million people still visited its 30 shopping centers across the country (Federis, 2008). "There has been no noticeable decrease in this number primarily because the 'malling' lifestyle has become a way of life for the Filipinos," said Cora Guidote, vice president for investor relations at SM Prime. But with the cost of travel spiking because of high oil prices, some Filipinos say they are cutting back on their mall trips and restricting themselves even more to window shopping. Cita Foronda, an executive assistant who goes to a mall once a week with her four children, says the visits are now almost entirely to kill time. "We only shop on a need basis now," Foronda said. "Even with the sales, it's not attractive anymore." With very few public parks or other public amenities in Manila, and high pollution levels, she says the small play areas for children are a big attraction (Federis, 2008).
"If you have small kids, of course, you go to the mall," she said. "You want your kids to be happy because you hardly see them during the work week." Almost all utilities bills can be paid in malls, banks are attached and a fairly inexpensive meal at a fast-food
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eatery is always an option. "It's like they give you everything just so you go," Foronda said (Federis, 2008).
Another factor keeping malls popular is the large inflows of remittances sent home by millions of Filipinos who work overseas. These remittances, estimated to reach a fresh peak of nearly $16 billion this year, support the retail sector even amidst the economic slowdown. Every few years a new mall emerges in Manila or one of the larger cities, bigger and more extravagant than the last. One of the newest is the Mall of Asia, the world's third largest shopping centre. It is almost as big as Vatican City (Federis, 2008).
Two other malls in the Philippines, SM North Edsa and SM Cebu, also made the top 10 list in the study. But for those hardest hit by the recent economic crisis, the family pastime of 'malling' is becoming increasingly rare. "Before, it was a regular family day for us to go to the malls, even if we went there to just eat or walk around," said Romeo Castillo, a taxi driver who has two children. "Now, it's really impossible even for that, it's just out of our budget´ (Federis, 2008).
% (
The rapid expansion of the Malaysian economy over the last ten years (despite the economic crisis in 1997/1998), combined with external economic and social influences have led to a retail boom in the country. As a result, retail space has been increasing by c
more than 20 per cent annually in recent years. Contemporary shopping malls act as growth poles by stimulating further retail and non-retail commercial activities. Recent surveys of retail performance in the Klang Valley and Malaysian retail chain stores indicate that overall business has improved since the Asian economic crisis in 1997/1998. Surveys of chain stores in November, 1999, showed a general increase in turnover above 10 per cent for most fashion, grocery, and convenience categories in the Klang Valley ( ×Êñ ñ Ê , 9 September 2000).
In Malaysia, shopping malls have transcended their initial role as an economic activity to become a community center for social and recreational activity. There is an increasing trend of Malaysians shopping for pleasure and spending their leisure time in shopping malls. Research conducted by Frank Small and Associates found that Malaysian adults (above 18 years old) spent 48 per cent of their leisure time in shopping centers. Window-shopping is one of the seven leisure activities most often engaged in by young, urban Malaysian adults, and in particular, students. This age cohort group, consisting of 18 through 44 year olds, the largest in Malaysia, is roughly 49 per cent of the population and an obvious target market for retail marketers Lee, 1995).
Developers across Malaysia have realized the importance of students as key targets for shopping malls. A resulting contemporary trend is for shopping malls to be built close to institutions of higher learning. For example, "Mines Shopping Mall" is located close to the University Putra Malaysia and University Tenaga Nasional, "Mid Valley Mega Mall" is built close to the University Malaya, "One Utama Mall" is constructed in close vicinity
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to the College Damansara Utama and College Bandar Utama, "Bangsar Shopping Complex" is built close to the HELP Educational Institutes. Clearly, proximity to students has played a key role in the location of shopping malls in Malaysia.
A survey approach was chosen in order to gain information directly from young adults enrolled in Malaysian universities located in the Klang Valley of Malaysia. A survey methodology permits the use of questions to measure constructs exclusively internal to respondents, e.g. attitudes, opinions, intentions, etc., (Cooper and Schindler, 1998), and the answers can be collected and combined to represent the answers of an entire population (Reaves, 1992).
The Klang Valley was selected because it has the highest concentration of institutions of higher learning in Malaysia. Four public universities and two private colleges were selected for inclusion in the survey. They were University Putra Malaysia, University Kebangsaan Malaysia, University Malaya, University Technology MARA, College Bandar Utama and Sunway College. These institutions were selected for two main reasons. First, the location of these universities and colleges are in close proximity to shopping malls. College Bandar Utama is close to One-Utama, University Malaya is close to Mid-Valley Mega Mall, Sunway College is close to Sunway Pyramid Mall and University Putra Malaysia is close to Mines Shopping Mall. Second, these institutions were selected to represent the different ethnic groups prevalent in Malaysia. Public
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universities across Malaysia are dominated by ethnic Malays, whereas, private colleges are dominated by ethnic Chinese.
The survey instrument was a five-page self-administered questionnaire. Section I of the questionnaire captured demographic data from respondents (e.g. age, gender, education, etc.). Section II of the questionnaire measured the shopping habits of respondents. These items addressed shopping frequency and average time spent during a mall visit, as well as other shopping-related constructs. Sections, I and II variables used closed-ended multiple-choice format. Section III contained measures of respondents' shopping activities in a mall. The items in this section (14, in all) were taken from Lui (1997). These questions were intended to determine respondent¶s engagement in and preferences for specific activities when in a shopping mall, e.g. browsing/making an unplanned purchase, movie watching, dining, socializing, etc. Respondents were asked to demonstrate their preference for the activity (activities) that they just pursued in the shopping mall. Section IV sought to measure the various dimensions of shopping orientations described in our conceptual model. Twenty-seven items representing the seven predictors of consumers' motivations discussed above were used. Each item utilized a fivepoint Likert-type scale, ranging from 1 "strongly disagree" to 5 "strongly agree". Multiple item measures were used for all dimensions, ranging from two to seven items per dimension. The items covered a variety of possible shopping motivations and benefits the respondents might seek during their mall visits, as adapted from Bloch Êñ (1994) and
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Tauber (1972). The reliability coefficient for the items on shopping orientation was 0.8377, highly acceptable for a reliability test.
The completed instrument was pre-tested by 20 respondents in University Putra Malaysia. Based on the feedback obtained from these respondents, the questionnaire was subsequently refined and then developed in an English version.
% % Non-probability sampling by convenience was used. Thirty students, selected at random, were interviewed at each of the five University/College locations. To provide an adequate level of confidence in this study, a sample size of 150 respondents was targeted.
+
The data were examined using frequency analysis. Frequency analysis was used to achieve the first two objectives of the study: (a) determining the shopping habits of the students and (b) determining the activities that students engage in while inside a mall.
A mean score of 4.00 was used as a cut off for the consumer-orientation items. Items achieving ratings of 4.00 or greater were deemed important and chosen to be crosstabulated with demographic variables. Shopping orientation items representing the seven shopping orientation categories (i.e. aesthetics, escape, flow, exploration, role enactment, social and convenience) chosen by most respondents as the principal reason why they patronize a shopping mall were also cross-tabulated with demographic variables.
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The cross-tabulation analyses were used to assess the relationships (if any) between demographic factors and the activities consumers engaged in while inside a mall, and their shopping orientations. Some demographic variables were also cross-tabulated with items relating to consumer activity items achieving a mean score of 4.00 or above.
A significance level of " 0.05 was used to determine the existence of a relationship between the variables that were cross-tabulated. Results with " 0.05 were presumed to reflect variables that were significantly related to one another.
A total of 132 usable responses were obtained from the survey fieldwork. Based on the data collected, a demographic profile of the respondents was constructed.
The sample included 58.3 per cent female and 41.7 per cent male respondents. With respect to age, the largest group of respondents fell in the 22-25 years age group, accounting for 35.6 per cent of respondents. This was followed by the 26-30 years age group (23.5 per cent), the 31 to 35 years age group (19.7 per cent), the above 36 years old and above (12.1 per cent) and the 18-21 years age group (9.1 per cent). Malay respondents accounted for 51.5 per cent of respondents, Chinese - 33.3 per cent, and Indian -12.9 per cent. In terms of marital status, the largest group fell into the single category, 58.3 per cent of respondents. This was followed by married respondents, 38.6 per cent. Those who were separated/divorced or widowed constituted 3 per cent of respondents.
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The education level of respondents was, on the whole, quite high. The largest group consisted of those, who are pursuing graduate programs, 30.3 per cent, and undergraduate programs, 45.5 per cent; 2.3 per cent are currently pursuing their PhD. The percentage of respondents pursuing Diploma and certificate level was comparatively low, i.e. 14.4 per cent and 7.9 per cent, respectively.
Statistics on the major source of income of the respondents showed that a large proportion of respondents (31.8 per cent) were sponsored by their parents. Self-sponsored and scholarship/study loan constituted 29.5 per cent and 23.5 per cent, respectively. Another 15.2 per cent of respondents were "others" - a combination of any of the above answers. Regarding the amount of income, 47.8 per cent of the respondents indicated that they had a monthly personal income of RM1,500 and more, while 15.9 per cent reported figures between RM1,000 to RM1,499. Another 19.7 per cent of the respondents said that they earned between RM501 and RM999 in monthly personal income. The remaining 16.7 per cent earned RM500 and below.
& The study found that students in institutions of higher learning spent, on average, about two and a half hours in the shopping mall during their mall visits. Othman and Lim (1997) reported that Malaysian shoppers (inclusive of students and working people) spend an average 96 min and Bloch Êñ (1994) found that American shoppers spent about 78 min in a mall. This indicates that Malaysian students appear to spend significantly more time in the mall compared to the Western subjects.
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In terms of the number of different stores visited during a normal trip to the mall, the study found that, on average, respondents visited about six stores per trip. By comparison, American shoppers visited about five stores per trip (Bloch Êñ , 1994). This finding suggests that Malaysian students visit a comparable, albeit slightly higher, number of stores in a typical visit compared to American consumers.
The study also examined the number of different shopping malls visited by respondents in the previous 30 days. Seventy-seven respondents (58.3 per cent) claimed that they had visited one to two different shopping malls and 36 respondents (27.3 per cent) reported that they had visited three to four malls in the past 30 days. 14 respondents (10.6 per cent) said they had visited more than four malls in the same period. Thus, 37.9 per cent of respondents visited three or more different shopping malls in the previous 30 days.
With regards to the frequency of visiting shopping malls, indicates that 41.7 per cent of respondents visited shopping malls at least once a week. A total of 25.8 per cent visited shopping malls once every two weeks and 23.5 per cent of respondents visited the shopping malls once a month or less. Of note, 9.1 per cent reported they visited a mall every day. These findings are similar to US data reported by Kowinski (1985). Kowinski found that 75 per cent of American respondents visit shopping malls at least once in a month.
Shopping malls were popular destinations for our sample. Seventy-five per cent of the University and College students sampled visited shopping malls at least once every two
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weeks. Visiting shopping malls has become a major recreational activity among urban Malaysian consumers.
With respect to spending patterns, 30 per cent of respondents spent 6-10 per cent of their monthly expenditures in shopping malls and 14.4 per cent spent 5 per cent or less. About 17 per cent of respondents spent between 11 per cent and 15 per cent and the remaining 37.9 per cent spent more than 15 per cent of their monthly expenditure in malls. These findings indicate that Malaysian students spent a significant proportion of their monthly expenditures in shopping malls.
As discussed earlier, there are a variety of reasons (or factors) why consumers visit shopping malls (i.e. aesthetic, escape, flow, etc.). The reported importance of various dimensions of each factor was compared across the various age groups specified within the sample using a one-way analysis of variance (ANOVA). Overall, aesthetic and exploration dimensions received higher preference scores compared to other dimensions. Conversely, escape and flow dimensions tended to obtain lower preference scores compared to other dimensions. In general, respondents did not visit shopping malls just to escape from boredom, loneliness, or stress; to avoid bad weather; or as a diversion from their daily routine as a student. It appears study respondents went to malls as proactive seekers of positive rewards, not to avoid or forget negative circumstances.
The highest rated dimensions were:
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- The interior design of the malls usually attracts my attentions (4.16).
- Certain stores are fun to visit because they sell products that interest me (4.01).
- Going to the mall is an enjoyable experience when I am with friends (4.01).
- Mall is a one-stop shopping (4.00).
Thus, Malaysian students were motivated to visit malls primarily by the interior design of the mall; products that interest them; good alternatives for socializing with friends; convenient one-stop shopping.
One of the objectives of our study was to examine differences between age cohort groups with respect to shopping orientations. Theoretically, one would expect that shoppers from different age groups would have different motivations for visiting shopping mall. Five age groups were examined: 18-21, 22-25, 26-30, 31-35, 36 and above. The oneway ANOVA tests showed that out of the 27 shopping orientation items, 11 varied significantly between age groups ( " 0.05).
Five of the items that varied between age groups were from the escape dimension. The results generally indicate that respondents from the younger age groups used shopping mall visits for escapism more than the older respondents.
Similarly, respondents in the younger age groups indicated higher preferences for discovering and examining products, two of the items in the exploration dimension.
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"Visiting the mall is an enjoyable experience when I am with friends", a social dimension item, also varied significantly. Younger age group tended to agree with this statement more than the older age groups. This result suggests that younger respondents are more likely to see mall visits as opportunities to socialize with their friends.
+( %(
Our study found that post-secondary students in the Klang Valley of Malaysia are frequent and long-staying visitors to shopping malls, typically visiting six stores per 2.5 h mall visit. And, more than one-third of students have visited three or more different shopping malls during the previous 30 days. Generally, this was shopping behavior similar to that observed of Western shoppers in prior shopping studies.
Shopping malls are major spending destinations for Malaysian students. 56 per cent of respondents spent more than 10 per cent of their monthly expenditures in malls, and more than 37 per cent spent over 15 per cent of monthly expenditures in malls. Malls are clearly strong draws for young adult Malaysians and their money as they are in Western countries.
In terms of shopping mall dimensions, the results showed that aesthetic and exploration dimensions were the strongest motivators explaining why students patronize malls. Students rated the interior design of the mall as the most important motivation for visiting a shopping mall. Students enjoyed the mall environment, exploring new things,
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socializing with friends, and the variety of products and services offered. Much of this echoes Underhill's assessments (1999, 2005) of Western shoppers' affiliation with malls.
The study also found that different age groups tended to prefer different mall dimensions. Generally, younger respondents were more enthused about explorational elements of malls than older respondents. These data seem to add credence to Underhill's (2005) assessment that teenagers (i.e. younger consumers) are the population most enamored with malls.
( The sampling frame for this research was limited to students in the Klang Valley regions in the heart of Kuala Lumpur, Serdang, Bandar Utama, Damansara, and Bangi. Study findings, although interesting, are clearly not generalizable to all populations of nonWestern consumers or even all Malaysian consumers. Convenience sampling methods were used in this research due to time and resource constraints. These non-probabilistic sampling methods may have led to biases in selection of respondents, however. It is recommended that future research utilize random sampling methods to ensure the generalizability of results. Future research should also consider a broader demographic profile (not just students) representing multiple geographical locations in Malaysia such as the Northern and Southern regions as well as other countries in the Asia-pacific region given that consumers' shopping-related perceptions and expectations are likely to differ across countries or cultures throughout the world. Future research covering wider perspectives is desirable to enable comparisons, benchmarking and setting standards.
c
This chapter contains the discussion of the research design used, the respondents of the study, the research locale, instrumentation, the data gathering procedure, and the statistical treatment of data.
( + Descriptive research design was used in this study,it is a scientific method which involves observing and describing the behavior of a subject without influencing it in any way. Many scientific disciplines, especially social science and psychology, use this method to obtain a general overview of the subject. The results from a descriptive research can in no way be used as a definitive answer or to disprove a hypothesis but, if the limitations are understood, they can still be a useful tool in many areas of scientific research. The descriptive method is also used for researches that aim to identify and explore the cause or causes of a certain situation. The purpose of employing this research method was to identify the shopping behaviour of the college students in Angeles University Foundation.
The participants in the study are the college Students in Angeles University Foundation. There are a total of 200 respondents in each year levels. A total of 40 students c
from first year, 35 students from second year, 21 students from third year, 61 students from fourth year and 14 students from 5th year, while others didn¶t indicate their year level.
% The researchers used convenience sampling method in gathering the respondents. The researchers divided themselves into two groups; one group is assigned in the Main Building of AUF and the other group in the Professional Schools Building. At the main building, the researchers approached the students who stay at the benches near the library building, while in the professional school building, the other researchers approached those students who stay at the lobby area and benches. They asked for students¶ consent to be part of their study. Those who agreed were given survey to accomplish. A total of 200 respondents were obtained through this method.
( )( The study was conducted in Angeles University Foundation. The campus is located along MacArthur Highway in Angeles City. The campus is urban in setting, and it is located within the business area of the city.
( %
The researchers used a survey instrument, which was the main data-gathering
instrument for this study. The first part of the questionnaire contains socio-demographic characteristics of the respondents such as age, gender, year level, marital status and socio-
c
economic status. It also includes Frequency and duration of visiting malls. Finally, the last part of the questionnaire includes the Dimensions of g ë Êñ ñ ñ explain the motives of the respondents in visiting malls.
+ * The researchers conducted the study at Angeles University Foundation, McArthur Hi-way Angeles City. The researchers distributed letters of request to the Deans of different colleges to allow them to conduct the study to their respective college. After the approval of the request the researchers started to collect the data by asking students to be their respondents, and those who agreed were asked to answer the questionnaire. It only takes 3-5 minutes for the respondents to answer the questionnaire. The researchers divided the distribution of surveys, one in the morning for those who are having morning classes and one in the evening for those who are having night classes. A total of two hundred (200) college students in Angeles University Foundation answered the questionnaire. After collecting the data, the researchers started doing the tabulation and interpretation of the data and discussion of the results.
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( Æ % + The researchers used the Frequency and Percentage Distribution of data. In using the Frequency and Percentage Distribution it is easier to determine the exact proportion of the scores in the factors.
§
Where: P=percentages F= frequency of response N=number of fact
,
c
/ + / This chapter presents the data, interpretation, analysis and discussion of the study.
/ + 16-17 18-19 20-21 22-25 Æ Æ)
39 71 58 32 2""
8 19.5 35.5 29 16 6""
Æ &6. -( ( + & 9
&6 the highest percentage was 35. 5 with the age of 18-19, and the least percentage were 16 with the age of 22-25. Based from the population of the respondents most of them are 18-19 years of age that is suited in adolescent stage. For the 24-25 years of age are the least percentage of respondents that is more suited in adults.
* Female Male Æ Æ)
128 72 2""
8 64 36 6""
Æ &2. -( ( + & 9*
&2 the data shows that most of the respondents are females with a percent of 64, and males accumulated only 36 percent. There is no gender bias shown in this study because the target of the researchers¶ is the behavior of the respondents and were not after the gender of the respondents.
c
8
199
99.5
Married
1
.5
Æ Æ)
2""
6""
Single
Æ &:. -( ( + & 9
Æ &: data shows the marital status of the respondents and majority of them are single where in out of 200 respondents only 1 is married0
( 1st year 2nd year 3rd year 4thyear 5th year Others Æ Æ)
40 35 21 61 14 29 2""
8 20 17.5 10.5 30.5 7 14.5 6""
Æ &;. -( ( + & 9( )
Æ &; the data shows the level of education of the respondents. Based from the result most of them are 4th year students from different colleges with a percent of 30.5, and the least number of the year level of the respondents who visit malls are the 5th year students were in they got the percentage of 7.Others did not indicate their year level
8
c
# ( 1,000-3,500 4,000-6,500 7,000-9,500 10,000-12,500 13,000-15,500 Others Æ Æ)
52 123 12 8 2 3 2""
26 61.5 6 4 1 1.5 6""
Æ &. -(+ & ( 9+ %
&> it presents the respondents¶ duration of stay on visiting malls. Based from the result most of the respondents spends 1 .5hours to 2 hours on visiting malls. In the study of Zafar et al. most of the respondents spend two and a half hours during their malls visit, compared with the students in Angeles University Foundation they spend about 1.5 to 2 hours which means Malaysian students spend more time in visiting malls compared those of the students in Angeles University Foundation.
c
Æ +% ( 0?655;@ A % 9 %
!Æ !Æ
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