Description
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.
Journal of Social Sciences and Humanities
Vol. 1, No. 4, 2015, pp. 381-390http://www.aiscience.org/jornal/jssh
! "orrespon#ing athor
$-%ail a##ress: si%on&anoga'g%ail.co% (). *anoga+
The Effect of Place on Performance of Shopping
Malls in Nairobi County Kenya
Simon Kanoga
*
,
Reuben Njugana, Sharac! "ett
,epart%ent o- .siness /#%inistration, *en0atta 1ni2ersit0, Nairo3i, *en0a
#bstract
4he prpose o- this paper is to in2estigate the e--ect o- place %i5 #i%ension on per-or%ance o- shopping %alls in the *en0an
conte5t. 4he research in the area o- shopping %all is 2er0 li%ite# in *en0a .6t in2ol2e# e5a%ining the natre an# e5tent o- the
%o#erating role o- shoppers 30ing 3eha2iors 3etween two 2aria3les i.e. %all per-or%ance an# place %i5 #i%ension. 4he
research e%3ar&e# on an e%pirical anal0sis o- shopping %all per-or%ance that incorporate# the place %i5 an# prchase
#ecision as %o#erating 2aria3le. 4he research target poplation was nineteen shopping %alls an# respon#ents consiste# o-
%ar&eting %anagers, tenants an# shoppers. )trati-ie# ran#o% sa%pling #esign was a#apte# in the st#0. 6n con#cting the
research, pri%ar0 #ata was collecte# throgh se o- strctre# 7estionnaires 30 a#opting a -i2e-point 8i&ert scale. 4he #ata
was anal09e# throgh se o- linear regression anal0sis. 4he split-hal- techni7e was se# in testing relia3ilit0 an# "ron3ach
alpha score was a#apte# to %easre internal consistenc0. :elia3ilit0 reslts -or all the set o- 2aria3les in the 7estionnaires
ga2e a cron3ach alpha statistics o- %ore than 0.;, ths the threshol# 2ale o- 0.; were %et.
Key$ors
ne 29, 2015 / =3lishe# online: >l0 1?, 2015
' 2015 4he /thors. =3lishe# 30 /%erican 6nstitte o- )cience. 4his @pen /ccess article is n#er the "" .A-N" license.http://creati2eco%%ons.org/licenses/30-nc/4.0/
%& 'ntrouction
%&%& "ac!groun of the Stuy
@ne o- si5 &e0 sectors that constittes %ore than hal- (5;B+
o- *en0aCs D,= is wholesale an# retail
o*, 2008+. Drowth
in wholesale an# retail tra#e increase# -ro% ;.3 an# ?.4 per
cent in 2011 an# 2012 respecti2el0 (*N.), 2012+. 4he retail
enterprises in *en0a co%prise o- the s%all, %e#i% an#
large -or% o- retail 3siness. 4he histor0 o- shopping %alls
starte# in 1) an# later sprea# to other contries in the worl#
(Eang, 2011+. 4o#a0Cs r3an -a3ric an# shopping %alls
integration is 3eco%ing %ore i%portant as the0 are raising
tren#s an# changing retail lan#scape 3oth glo3all0 an#
locall0 (*ocaili, 2010+.
4he prchase #ecisions o- cons%ers ha2e change#
#rasticall0 o2er a perio# o- ti%e #e to rise in spen#ing
power, e%ergence o- %i##leclass, shoppers loo&ing -or wi#e
pro#ct assort%ent an# the 3est 3ran# at low price
(8ighthel%, 2008+. 4here-ore :etail attraction is a &e0 -actor
in the retail location as regar#e# 30 the shoppers. 4his can 3e
e5plaine# as the willingness an# the capa3ilit0 o- the
csto%ers to #e-eat the ph0sical #i--iclties an# the
co%petition in-lential power (*han, 2011+.
4he st#0 is n#erta&en to n#erstan# the role o- %ar&eting
%i5 #i%ensions -ocsing on place %i5 on the per-or%ance o-
shopping %all while 30er 3eha2ior ta&ing a %o#erating role.
4he per-or%ance o- %all is #enote# 30 %all 2isits, ser2ice
7alit0 an# prchase. 4he choice criteria o- %alls 30
shoppers help the %allsC sta&ehol#ers in #esigning the right
%ar&eting %i5 #ecision strategies -or enhancing per-or%ance.
%&(& The Research Problem
/lthogh the e%ergence o- shopping %alls as a %ajor
382 )i%on *anoga: 4he $--ect o- =lace on =er-or%ance o- )hopping
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.
Journal of Social Sciences and Humanities
Vol. 1, No. 4, 2015, pp. 381-390http://www.aiscience.org/jornal/jssh
! "orrespon#ing athor
$-%ail a##ress: si%on&anoga'g%ail.co% (). *anoga+
The Effect of Place on Performance of Shopping
Malls in Nairobi County Kenya
Simon Kanoga
*
,
Reuben Njugana, Sharac! "ett
,epart%ent o- .siness /#%inistration, *en0atta 1ni2ersit0, Nairo3i, *en0a
#bstract
4he prpose o- this paper is to in2estigate the e--ect o- place %i5 #i%ension on per-or%ance o- shopping %alls in the *en0an
conte5t. 4he research in the area o- shopping %all is 2er0 li%ite# in *en0a .6t in2ol2e# e5a%ining the natre an# e5tent o- the
%o#erating role o- shoppers 30ing 3eha2iors 3etween two 2aria3les i.e. %all per-or%ance an# place %i5 #i%ension. 4he
research e%3ar&e# on an e%pirical anal0sis o- shopping %all per-or%ance that incorporate# the place %i5 an# prchase
#ecision as %o#erating 2aria3le. 4he research target poplation was nineteen shopping %alls an# respon#ents consiste# o-
%ar&eting %anagers, tenants an# shoppers. )trati-ie# ran#o% sa%pling #esign was a#apte# in the st#0. 6n con#cting the
research, pri%ar0 #ata was collecte# throgh se o- strctre# 7estionnaires 30 a#opting a -i2e-point 8i&ert scale. 4he #ata
was anal09e# throgh se o- linear regression anal0sis. 4he split-hal- techni7e was se# in testing relia3ilit0 an# "ron3ach
alpha score was a#apte# to %easre internal consistenc0. :elia3ilit0 reslts -or all the set o- 2aria3les in the 7estionnaires
ga2e a cron3ach alpha statistics o- %ore than 0.;, ths the threshol# 2ale o- 0.; were %et.
Key$ors
ne 29, 2015 / =3lishe# online: >l0 1?, 2015
' 2015 4he /thors. =3lishe# 30 /%erican 6nstitte o- )cience. 4his @pen /ccess article is n#er the "" .A-N" license.http://creati2eco%%ons.org/licenses/30-nc/4.0/
%& 'ntrouction
%&%& "ac!groun of the Stuy
@ne o- si5 &e0 sectors that constittes %ore than hal- (5;B+
o- *en0aCs D,= is wholesale an# retail
o*, 2008+. Drowthin wholesale an# retail tra#e increase# -ro% ;.3 an# ?.4 per
cent in 2011 an# 2012 respecti2el0 (*N.), 2012+. 4he retail
enterprises in *en0a co%prise o- the s%all, %e#i% an#
large -or% o- retail 3siness. 4he histor0 o- shopping %alls
starte# in 1) an# later sprea# to other contries in the worl#
(Eang, 2011+. 4o#a0Cs r3an -a3ric an# shopping %alls
integration is 3eco%ing %ore i%portant as the0 are raising
tren#s an# changing retail lan#scape 3oth glo3all0 an#
locall0 (*ocaili, 2010+.
4he prchase #ecisions o- cons%ers ha2e change#
#rasticall0 o2er a perio# o- ti%e #e to rise in spen#ing
power, e%ergence o- %i##leclass, shoppers loo&ing -or wi#e
pro#ct assort%ent an# the 3est 3ran# at low price
(8ighthel%, 2008+. 4here-ore :etail attraction is a &e0 -actor
in the retail location as regar#e# 30 the shoppers. 4his can 3e
e5plaine# as the willingness an# the capa3ilit0 o- the
csto%ers to #e-eat the ph0sical #i--iclties an# the
co%petition in-lential power (*han, 2011+.
4he st#0 is n#erta&en to n#erstan# the role o- %ar&eting
%i5 #i%ensions -ocsing on place %i5 on the per-or%ance o-
shopping %all while 30er 3eha2ior ta&ing a %o#erating role.
4he per-or%ance o- %all is #enote# 30 %all 2isits, ser2ice
7alit0 an# prchase. 4he choice criteria o- %alls 30
shoppers help the %allsC sta&ehol#ers in #esigning the right
%ar&eting %i5 #ecision strategies -or enhancing per-or%ance.
%&(& The Research Problem
/lthogh the e%ergence o- shopping %alls as a %ajor
382 )i%on *anoga: 4he $--ect o- =lace on =er-or%ance o- )hopping