A Study on Entrances and Foyers in Shopping Malls and Their Role in Influencing Perceptions
Growing numbers of shopping malls in India have compelled shopping mall managers and retailers to find new ways to attract customers to their enterprises. This paper presents a study of four shopping malls in India aiming at identifying important factors contributing to attitude and perception formation of the visitors entering into the premises. The factors posited are categorized under Aesthetic Appearance, Qualitative edge, Way-finding, De-Stressing facilities and Pre-shopping services. The study was conducted in three stages: (i) Questionnaire on importance of factors in general; (ii) Eye-tracking sessions; (iii) Comparative questionnaire on four malls. We analyzed the data obtained from these sessions both quantitatively and qualitatively. We also propose design guidelines which designers and architectures can make use of while designing entrance space in Malls.
KeywordsShopping mall Entrances and foyers Human factors Eye tracking
We would like to thank managers of the Shopping Malls Hub, Dona Planet, Sohum Emporium and Big Bazaar, Guwahati for granting us permission to photograph and make observations on the premises. We also acknowledge our survey respondents for their informed consent to use their pictures and videos for academic research purposes.
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