Disneyization of shopping malls in Pakistan

Abstract

The concept of Disneyization has been discussed in literature review and has been related to the changing trend and culture of shopping malls. Disneyization is a concept that refers to the modern marketing techniques. In many firms it is applied, its origin was from Disney land in America, but now it is all over the world. The research first focused on the term disneyization and the four factors that form the model of disneyization. The effort has been made to find the awareness of the changing culture and trend of shopping malls, and how the four factors are applying on the model and what changes they want to see in customer dealing.