The effect of place on performance of shopping malls in Nairobi County Kenya
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Date
2015
Authors
Kanoga, Simon
Njugana, Reuben
Bett, Shadrack
Journal Title
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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
Description
research paper
Keywords
Malls, Place Mix, Shopping, Behaviours and Retail
Citation
Journal of Social Sciences and Humanities Vol. 1, No. 4, 2015, pp. 381-390