ASSESSMENT OF CUSTOMER PREFERENCE ON SHOPPING MALLS IN ADDIS ABABA

Abstract

This study has designed to assess how customers prefer specific shopping malls in terms of location, image, value, tenant mix, and parking space to examine to what extent these factors influenced the customer’s preference at Addis Ababa. In order to achieve its objectives the study gathered data from 100 visitors of shopping malls in Addis Ababa by using open and close ended questionnaires. The data were analyzed through the help of micro soft excel software. The findings revealed that nearness of residence or place of work, accessibility of public transport , Mall operating hours, interior design, feeling of relaxation, store layout, games for children, advertising/promotion, security and safety ,availability of new products, social life, affordability of prices, product quality, value of product, availability of merchandise, latest fashion, availability of numerous brands, varieties of products, availability of substitute products, availability of ample parking space are factors which influences customers preference .The study indicated that location, image, values, tenant mix and ample parking space are the major elements which influences shoppers preference.