An Analysis of factors contributing to growth of retail Malls in Islamabad

Abstract

This research is conducted to know the growth of malls in the green city Islamabad. The research is made on primary data collection, for this questionnaire is prepare from the variables that effect the growth of retails malls in Islamabad. The samples of 100 different target shoppers are selected for the questionnaire. Shoppers are very conscious about their shopping trends. The variables used to study this research are Atmosphere, Security, Parking and Accessibility. This result helps me to find out the growth of shopping malls. Sixty percent of my result is positive out of hundred percent of which thirty is negative. A pleasure shopping atmosphere with central heating and air-conditioned floors, worldclass leisure amenities, a twin screen cinemas, food court with gastronomic delights from all over the world and a ample parking facilities in the basement and the area defined in the premises of the mall outside, customer who come to centralized malls don’t face any difficulties of parking as parking is the biggest issue for the customers to park their cars in the secure area where their cars are safe and secure. Growing population of the Islamabad, the development in the malls has come in progress. After the development of shopping mall in cities, Karachi, Lahore. Now it’s time for Islamabad market to for the malls development. Malls provide an opportunity to the retailer for their business. Shoppers in Islamabad most prefer the place where they can go with their families and friends with safe and secure environment, which malls have provided them. ”The Centaurus” mall is an example for the success of mall development in Islamabad. The people of Islamabad adopt the new trends of living life.2-4 years back people are focus towards departmental stores and now when first mall in Islamabad people are attracted towards it and the developers get a new way of earning. In Islamabad almost four to six malls are in development, some are near to open and some are still in construction. As from past several years the growth in population and cars are increased, traditional markets have not enough space for the parking and for the shoppers. Shoppers are now attracted towards shopping malls instead of traditional market or shopping centers. This research helps to find out the growth of shopping malls in Islamabad. Malls have developed an image in the mind of shoppers, to meet their expectations. It is important to understand the shoppers point o f view to see the image or perception of the shopping malls. It is very important to find out what shoppers needs and wants are regarding shopping malls.