The effect of place on performance of shopping malls in Nairobi County Kenya

Abstract

The purpose of this paper is to investigate the effect of place mix dimension on performance of shopping malls in the Kenyan context. The research in the area of shopping mall is very limited in Kenya .It involved examining the nature and extent of the moderating role of shoppers buying behaviors between two variables i.e. mall performance and place mix dimension. The research embarked on an empirical analysis of shopping mall performance that incorporated the place mix and purchase decision as moderating variable. The research target population was nineteen shopping malls and respondents consisted of marketing managers, tenants and shoppers. Stratified random sampling design was adapted in the study. In conducting the research, primary data was collected through use of structured questionnaires by adopting a five-point Likert scale. The data was analyzed through use of linear regression analysis. The split-half technique was used in testing reliability and Cronbach alpha score was adapted to measure internal consistency. Reliability results for all the set of variables in the questionnaires gave a cronbach alpha statistics of more than 0.7, thus the threshold value of 0.7 were met