Mall Essence's Impact On Shopping Preferences in Small Cities

Abstract

This study delves into the nuanced impact of shopping malls on consumer preferences within the unique setting of small urban areas, focusing specifically on the town of Jempol in Negeri Sembilan, Malaysia. The ongoing transition in consumer behavior towards favoring larger retail chains prompts a critical examination of the factors driving these shifts, necessitating a comprehensive exploration of community purchasing patterns in relation to larger retail establishments. Despite the recognized significance of these shifts, there remains a notable gap in the literature regarding the intricate dynamics of consumer behavior within this context. Utilizing qualitative research methodologies, this study engages a diverse sample of respondents from various demographic backgrounds in Jempol to elucidate their shopping habits and preferences. Key findings highlight a clear preference for shopping malls, driven by factors such as the wide range of products, diverse selection of brands, perceived quality, and convenient dining options available in a single, accessible location. However, the research process was not without its challenges, including scheduling difficulties and language barriers during interviews, emphasizing the need for adaptable research strategies. Central to this investigation were inquiries into the roles individuals play in shaping mall growth, the challenges faced in adapting to evolving shopping behaviors, and recommendations for future strategies. By offering insights into the complexities of consumer behavior and its implications for local economies, this study aims to provide actionable recommendations for stakeholders to foster sustainable economic development and community well-being