Assessing customer preferences in choosing shopping mall: a case study of Seri Iskandar, Perak / Masturah Mohd Noh and Junainah Mohammad

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, consisting of two sections. 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 their offerings with customer preferences and enhance their competitiveness in the market. Based on the study identified that the location factor emerged as the primary factor of customer preferences, with customers preferring shopping malls located near their residences or workplaces and located near to public transport.