Shopping malls and commercial strips: an examination of factors affecting shoppers behaviour in Kuwait

Abstract

Traditional malls are as popular as the modern malls in Kuwait. In this study, the authors examine the shopping orientation and patronage of mall shoppers in Kuwait. A sample of about 2,500 consumers was surveyed and the survey was focused on the factors that influence shopping behaviour. The result of the study shows that females and younger respondents tend to favor modern shopping malls over traditional malls. Mall preference was based on the availability of different shops followed by nice environment. Advertising was found to be the major influence in selecting products and services, while the importance of family, peers, and friends came second followed by price. In Kuwait, most people shop for quality and value rather than price.

The importance of distance and attraction in patronizing a shopping mall

“…Urban shoppers in Malaysia placed a high value on parking facilities and child-friendliness factors (Wong and Nair, 2018). The most attractive factor for Saudi Arabian shoppers was product variety (Ahmad, 2012), while Kuwaitis appreciated the availability of different shops and a nice environment (Bagnied and Cader, 2016).…”

“…However, price is not always a decisive factor in shoppers' attractiveness. Bagnied and Cader (2016) report that Kuwaiti shoppers place more value on quality than price and they are mainly influenced by advertising, family, peers and friends to select their products.…”

“…The literature addresses some differences related to shoppers’ mall preferences and behavior with regard to age and gender. One of the few studies conducted in Kuwait reveals that females and younger people tend to favor modern SMs over traditional malls (Bagnied and Cader, 2016). Young people value atmospheric experience (Haytko and Baker, 2004; Debek, 2015), aesthetics, and architectural design, while the adults are more interested in the quality of products, reputable brands (Idoko et al , 2019), convenience and monetary savings (Khare, 2011).…”

“…Regarding gender differences in mall preferences and behavior, researchers report that compared to males, females window shop more (Kuruvilla et al , 2009). Further, they value mall hygiene factors more (Jackson et al , 2011), visit a higher number of stores, go to the mall more frequently (Bagnied and Cader, 2016), and spend more time on a shopping trip as they are less prone to look for time-saving mechanisms (Sohail, 2015). Females consider the shopping process as a leisure activity deriving greater levels of hedonic shopping value from a mall trip (Jackson et al , 2011), and express more enjoyment than males at the SM (Haiyan and Jasper, 2004).…”

“…Only a few studies related to mall choice behavior have been introduced in the Middle East (Al-Otaibi, 2005; Bagnied and Cader, 2016; El-Aldy and Eid, 2017; Koksal, 2019) despite the attractiveness of the region to global companies and the huge success the SM model has in the area. Particularly, in Kuwait, a relatively small country with an estimated area of about 17,820 square kilometers and a strategic location in the Arabian Gulf, more than 60 SMs operate scattered all over the country with an abnormal density.…”