The Impact of Architectural Design of Shopping Malls on Consumer Behaviours: a Case of Konya

Abstract

Subject of consumer behaviours has been critical importance for business platform and related disciplines from past to present. Being able to understand consumer behaviour and identify strategies in this direction have become the most important condition for survival in competitive conditions. Many researchers produce new studies in order to understand and direct consumer behaviours more accurately. In time, researchers have elaborated these studies and have begun to link various disciplines such as law, economics, geography, architecture with consumer behaviour. In this study, it is aimed to determine the relationship between consumption concept and architectural discipline. Design criteria that increase and decrease consumption preference and quantity have been investigated by determining the extent to which the interior and exterior architecture affected the consumption habits.Method: In this study, based on the literature, a conceptual survey of the daily shopping malls has been conducted from past to present. The basic literature is based on classification and description. By the determined hypotheses, observations, researches and surveys are conducted in the shopping centers located in Konya. Findings are tabulated and compared by morphological analysis technique. Survey data is analysed by SPSS program. In these analyses, differential hypothesis tests (Independent Two Sample T Test, One Way ANOVA Test) and relationship hypothesis tests (Pearson Correlation Coefficient) are used.Result: As a result, it has been found that the effect of interior and exterior architectural design of shopping centers on consumer behaviour is related to preferences, demographic data and consumer behavior. The results of the questionnaire application are influenced by the architectural design of the shopping centers, the amount of consumption and consumer behaviour. Therefore, the relationship between architectural design and consumer behaviour for shopping malls should be considered as an important factor in planning