Customer preferences on choosing shopping mall in Seri Iskandar, Perak Darul Ridzuan / Masturah Mohd Noh

As the retail landscape evolves, shopping malls have become an integral part of consumers' choices, emphasizing the need for immersive experiences and a diverse business environment. However, industry stakeholders often overlook the significance of addressing customer preferences and creating a comfortable shopping environment. Neglecting these preferences can lead to substantial losses for retailers. Therefore, it is crucial for retailers to understand and cater to customer preferences to thrive in a competitive market. This research study aims to identify and rank the factors that contribute to customer preferences when selecting a shopping mall. A quantitative approach was adopted. The findings revealed that convenience, parking space, location, environment, and product factors significantly influence customer preferences. Understanding and leveraging these factors can enable retailers to better align with customer preferences and enhance their competitiveness in the market. The study had identified that the location factor emerged as the primary factor of customer preferences, followed by convenience and environment factor.