Davaeños preferred characteristics of shopping mall during COVID-19

Abstract

The dawn of the COVID-19 pandemic has led to imminent changes and relatively affected our daily lives and buying behavior into what it is today. That said, consumers still would instead go or visit shopping malls amidst a pandemic since they prefer it. This study was conducted to quantify Davaoeños preferred characteristics of a shopping mall during COVID-19. Hence, the study also determined the factors or indicators that will verify the select attributes of Davaoeños in every shopping mall. Service Experience, Internal Environment, Convenience, Utilitarian Factors, Proximity, and Demonstration. Moreover, the methods used in the study would be the following: Survey questionnaires, Kruskal-Wallis, Percentage, Frequency, Mean, and Anova to extract results from the survey. Throughout the study, respondents are grouped according to their Profiles regarding their preference for shopping malls, such as Age, Sex, Occupation, and Civil Status. Thus, the level of importance among Davaoeños preferred characteristics of shopping malls during COVID-19 was presented. Meanwhile, of all the 100 respondents who participated, the results show that the Davaoeños' most preferred characteristics of shopping malls are the Service experience, Utilitarian factors, and Internal environment making the Convenience, Proximity, and Demonstration the least favorite. Furthermore, it conveys that consumers still prefer to spend their time traveling to malls even if a pandemic happens.