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Tedjo, Baskoro
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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A Strategic Planning for a College Student-Segment Shopping Mall Sari, Astri Anindya; Kusuma, Hanson Endra; Tedjo, Baskoro
International Research Journal of Business Studies Vol. 4 No. 2 (2011): August-November 2011
Publisher : Universitas Prasetiya Mulya

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.21632/irjbs.4.2.157-169

Abstract

In the midst of shopping mall development today, an understanding of consumer behaviors and preferences is absolutely a must if we want to plan successfuly a shopping mall. This knowledge will provide input for strategic planning so that the concept offered for shopping mall development will meet the consumers’ demand and may win the market competition. This study explores the preferences of students in Bandung as one of the potential market segments of the shopping mall. Qualitative study was conducted to find out the reasons why students choose a particular shopping mall as their favorite place. It was found that the accessibility and design of the malls are important as they enhance student preferences. In addition facilities in a shopping mall which mainly attract college students segment are entertainment facilities and eating counters.
Co-Authors Astri Anindya Sari Hanson Endra Kusuma