Influence of marketing mix dimensions on perfomance of shopping malls in Nairobi City County Kenya.
Kanoga, Simon Gicheru
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The retail sector in particular shopping malls forms a critical element of a community’s economic and social welfare. It provides shoppers with products variety, value for money, convenience and recreational services. However the sector is posed with challenges of intense competition and complex shoppers’ behavior. The purpose of the study was to establish the influence of marketing mix dimensions on performance of shopping malls. The specific objectives included seven marketing mix dimensions i.e. product, place, price and promotion, people, physical evidence and process which formed the independent variables. The shoppers’ purchase decision an output of consumer behavior was incorporated to take a moderating effects between the marketing mix dimensions and mall performance. The research examined nineteen shopping malls in Nairobi County however other malls were either under construction or had ceased operation at the time and after data collection. The target population was nineteen shopping malls and respondents consisted of marketing managers, tenants and shoppers. Census method was used in selecting malls and marketing manager. The study used stratified sampling design to determine the sample size and simple random sampling method to obtain the sample of respondents’ from shoppers and tenants. In conducting the research, primary data was collected through use of structured questionnaires. Descriptive and exploratory research design was used in the study. The data was analyzed through use of multiple regression analysis. The results of univariate linear regression showed significant liner relationship between Shopping Mall Performance each predictor variable at 95% confidence level. Each of the predictor variables results explained the variation in shopping mall performance. Multivariate linear regression analysis was also conducted to predict shopping mall performance it was found that independent variables explained a significant amount of the variance in the shopping mall performance (R2 = .543, R2 Adjusted = .521). An R2 value of .543 indicated that 54.3% of the variation in shopping mall performance could be explained by the regression model while other factors explained 45.7%. The value of Durbin Watson was above 1.5 (1.902) indicating that there was no serious problem of autocorrelation. To determine how best the regression model fitted the study data, analysis of variance on the coefficient of determination (R2) was calculated. An F value of 25.583 (P<.001) showed that the model was suitable at 95% confidence level. The results showed that adding moderating effect of shoppers’ purchase decision to the model increased the number of significant coefficients among the predictor variables by one (Price Mix Dimension) and maintained the previous two predictors (Place Mix dimension and Process Mix Dimension). The independent variables explained a significant amount of the variance in the Shopping Mall Performance (R2 = .593, R2 Adjusted = .549). Thus including the moderating effect of Shoppers’ Purchase Decision to the model improved the amount of variation in Shopping Mall Performance by 5% .