A Strategic Planning for a College Student-Segment Shopping Mall  

Oleh:

Sari, Astri Anindya ; Kusuma, Hanson Endra ; Tedjo, Baskoro

Jenis: Article from Journal - ilmiah nasional - terakreditasi DIKTI
Dalam koleksi: International Research Journal of Business Studies vol. 4 no. 2 (2011), page 157-169.
Topik: shopping mall; students; preferences; spatial physical characteristics; activity.
Fulltext: 81-217-1-PB_ros.pdf (327.58KB)

Isi artikel

In the midst of shopping mall development today, an understanding o consumer behaviors and preferences is absolutely a must if we want to plan successfuly a shopping mall. This knowledge will provide input for strategic planning so that the concept offered for shopping mall development will meet the consumers’ demand and may win the market competition. This study explores the preferences of students in Bandung as one of the potential market segments of the shopping mall. Qualitative study was conducted to find out the reasons why students choose a particular shopping mall as their favorite place. It was found that the accessibility and design of the malls are important as they enhance student preferences. In addition facilities in a shopping mall which mainly attract college students segment are entertainment facilities and eating counters.

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