Entertainment's Impact On Shopping Behavior In Small City Malls

Abstract

This qualitative study delves into the intricate relationship between entertainment amenities and shopping behavior within small city malls, focusing on the context of Semenyih, Selangor. Small city malls are uniquely positioned within their local economies, facing challenges such as competition from local businesses and the imperative to tailor their offerings to the diverse preferences of their clientele. This research aims to provide valuable insights for mall managers and retailers seeking to adapt to the evolving needs and behaviors of consumers in these smaller urban centers.

Employing qualitative research methods, a series of in-depth interviews were conducted with employers in Semenyih. The sampling strategy utilized a combination of maximum diversity sampling and snowball sampling to ensure a comprehensive representation of perspectives within the local community. Through these interviews, we sought to capture the nuanced interactions between entertainment amenities and shopping behaviors, as well as to identify the challenges faced by stakeholders in navigating these dynamics.

The research questions guiding this inquiry revolve around understanding the various roles that entertainment offerings play in shaping shopping behaviors, uncovering the specific challenges encountered by mall managers and retailers in adapting to these changes, and proposing future strategies to enhance the overall shopping experience for local communities.

The findings of this study not only shed light on the unique dynamics at play within Semenyih but also offer broader implications for small city malls globally. Understanding the complex interplay between entertainment amenities and shopping behaviors is essential for stakeholders to remain competitive and responsive to the evolving demands of consumers in smaller urban centers. By providing actionable insights derived from real-world experiences, this research contributes to the body of knowledge surrounding consumer behavior in small city contexts and offers practical guidance for mall managers and retailers aiming to thrive in this evolving landscape.