Consumer Behavior in Rural Shopping Location in Relation to the Mall’s Dimension and Attractiveness: A Palawan Perspective

Topics: Shopping mall, Retailing, Power centre Pages: 14 (3454 words) Published: September 30, 2014
Consumer Behavior in Rural Shopping Location in Relation to the Mall’s Dimension and Attractiveness: A Palawan Perspective

Josephine A. Jaba-an
DEVC 263: Communication of Scientific and Technical Information

Abstract:
In Palawan, due to the rise of the first and only mall, many aspects on the behavior of consumers have changed. Among cited are the following: corresponding image of shopping in the mall, the entertainment only the new mall can bring, the large parking area and the socialization happening of going to the shopping malls. This study is undertaken to identify how the rise of the first and only mall influence and affects the lifestyle, the thinking of the consumers, their shopping motivations and experiences brought about by the new establishment. Future mall operators and establishments can bank on the dimensions, amenities, convenience in shopping, security, and presence of various tenants offering different merchandise mix, brand value and pricing in their business expansions especially in the provinces since city shoppers are also rural dwellers. Palawan province is comprised of mixed foreign and local dwellers across the whole region. This paper tried to attain the objective by knowing how the new mall influences the consumers’ behavior pertaining to their motivations and expectations of going to the mall and to their socialization and perspective. Based on the study, the shopping mall image serves as the main attraction of coming and staying in the mall. Date gathered was based on customer’s formal feedback given to the management of Robinsons mall from May 2012 to August 2013.

Introduction:
Palawan is a late starter in comparison to other cities or provinces in relation to the development of shopping malls. The first so-called shopping mall in the province known as Robinsons was established on May 2012. Although there was already an existing commercial center in town, NCCC (New City Commercial Center) which opened in the year 1991 but has not been considered as “mall” but rather of a “hypermarket” type. In commerce, a hypermarket is a superstore combining a supermarket and a department store. The result is an expansive retail facility carrying a wide range of products under one roof, including full groceries lines and general merchandise. In theory, hypermarkets allow customers to satisfy all their routine shopping needs in one trip. NCCC’s tenants are comprised and focused solely on company owned (outrightly managed) businesses such as their department stores, supermarket, food cove, mini-hardware and drug store. No other tenants are present inside the commercial center such as boutiques, movie house, service centers, restaurants and many more. Lacking of variations in retail outlets In NCCC are filled up by the Robinsons mall which housed different services, restaurants, apparel shops, novelty stores, cinemas, gaming and many more aside from the anchor stores such as department store, supermarket, hardware and appliances. (Please refer to appendix 1- reference picture of establishments)

As tourists industry is booming in Palawan with the ever popular Underground River and so is the number of foreign and local tourists visiting the province. According to Palawan City Tourism, number of arrivals in 2012 was a big jump from the 12,000 tourists in 1992 and the 160,000 recorded in 2007. Opportunities and businesses strive to grow as well, hotels, resorts, pension houses, banks and also retail began to penetrate the city.

Not only is the influx of tourists, Palawan also ranked first in terms of population from among the 5 provinces of the region IV-B comprising 34.87 percent of the region’s population. While in Puerto Princesa alone, population grew at a density of 3.68 percent per year while only 2% for the whole province. This indicates that the residents of Palawan are converging in the city for better access to facilities and establishments. On the other hand,...

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Appendix 1: Robinsons Mall and NCCC reference picture
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