Thesis (BS Architecture) -- University of the Philippines Mindanao, 2013

Along all retail centers, the shopping mall is seen to contribute to the shopping center industry more significantly than traditional markets, which are viewed as a simple convergence of supply and demand. Shopping malls attract customers, providing enough time to make utilitarian choices and activities as well as recreational and leisure-related means of shopping. Along with the increasing number of modern and sophisticated shopping malls congestion of markets, and the availability of all types of consumer goods, the competition between shopping centers to attract customers has also increased. A number of highly competitive retail environments coupled with varied shopping behaviors influence a negative impact on shopping center productivity and thus encouraged center managers to further develop more innovative and customer-oriented strategies. This study relies on the premise that shopping behavior varies by social class and in turn, are attracted to certain types of retail environments. Consumer traffic therefore, will depend on the right mix of environmental qualities such as layout, tenant mix and aesthetic design that will suit different social classes. This study focuses on three income groups namely: the Low Income Class (PHP 14,000 and below monthly income); Mid Income Class (PHP 15,000-49,000 monthly income); and the High Income Class (PHP 50,000 and above monthly income). The survey was conducted among the working class of Davao City which analyzed the behavioral attributes of the shoppers in relation to their concepts of Retail Attractiveness in shopping centers. It was revealed that Accessibility and Location are significantly shared factors among all three income classes while other factors such as ambience, shop assortment, and utilities attract different types of costumer traffic within the shopping environment.