Kapampangan Teens on Mall Preference

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Kapampangan Teens on Mall Preference: SM Pampanga versus Robinsons Starmills (Qualitative) The research focuses on the preferences of Kapampangan teens to SM Pampanga over Robinsons Starmills. The group chose to focus on teens (13- 19 years old of both genders) because: (1) they tend to be heavy users of shopping malls (Baker and Haytko, 2000), (2) they spend disproportionately larger money in those in which they have a high degree of interest and involvement (McCasland, 2004), (3) they have more purchasing power because of continuous financial support from their families and lesser financial responsibilities, (4) there is little research conducted on teen mall preferences (Baker and Haytko, 2000). It is well-known that teens have the…show more content…
Teens like to “hang-out” at malls and meet their friends (Baker & Haytko 2000). Indeed, visiting and shopping with friends are major activities for teens. Talking to other shoppers and enjoying the crowd are surprising preferences of customers (Kang et al., 1999). The friendliness and conduciveness of the mall to these activities affects the level the mall spending on the part of the teens. Meeting and spending time with friends makes a difference in mall choice (Wang et. al., 2000). The physical appearance of the mall also contributes to mall preferences. These include availability of unique store design, good air quality and lightning, temperature, spaciousness of internal layout, cleanliness, and even ease of finding car parking lot (Ibrahim et al., 2002). Other factors that influence the mall environment perceptions are fashion, clean, organization, reflection of local culture, appeal, sensible, and function (Kinley et al., 2003). Having adequate aisles and easy to follow layout positively adds to mall choice (Keep et. al., 1995; Ibrahim et. al., 2002). Interestingly, they also found differential influence from the environmental factors on excitement and desire to stay. Likewise, (Wee, 2002, cited from Dawson, Bloch, and Ridgway, 1990) stated that some consumers have experiential motives for shopping which result from hedonic or recreational motivations. Through a survey of visitors, the results clearly

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