Women's expectations of shopping malls

Research of  Tolga Tuvay, a graduate student at Izmir University of Economics (IUE), on women's expectations of shopping malls yielded interesting results. In a study conducted on 340 women, it was determined that women were most disturbed by the sound of crying or shouting children, loud music and discount announcements, and dark and stuffy areas. Women stated that they want to see open and green areas, quality store and restaurant chains, customer-oriented, helpful workers, empty parking lot and live music performances in the shopping malls they visit. The women participating in the research stated that they prefer to go to the shopping mall even if they do not need shopping, and even window shopping gives them happiness and pleasure. 

Tolga Tuvay (27), IUE Marketing Communications and Public Relations graduate student,  completed the research conducted under the supervision of Prof. Dr. Ebru Uzunoğlu, Dean of IUE Faculty of Communication, in 1 year. In the study, which examined the sensory expectations of women from shopping malls, a questionnaire was conducted with women over the internet and by phone. The study on women living in different regions in Turkey, is one of the few researches in this field in Turkey. IUE Assoc. Prof. Dr. Selin Türkel,  Head of IUE Department of  Public Relations and Advertising, provided support to Tuvay on the research method.

CLASSIC MUSIC IS PREFERRED

Giving information about the research, Tolga Tuvay said, “First, we asked women what they would like to see in the shopping malls they visit.  Most of the answers were, "open and green spaces", "empty parking lot", " customer-oriented workers", "quality shops and restaurants". Women, who stated that they frequently go to shopping malls, said that they did not like seeing crowded, narrow, and dark areas, low ceilings, stuffy environments, people smelling cigarettes, bad architecture, and dirty areas. Live music performance or classical music playing in a light tone are the first choices of women. Women want to hear the sale announcements, but don't want it to be done loud and frequently. The women also stated that they would be disturbed by the sounds of crying or shouting children, repairs, intense noise or loud music that they would hear during shopping.”

THEY LOVE THE SCENT OF FLOWERS, SOAP AND COFFEE

Tuvay continued as follows: “Delicious food are indispensable for women. Women want to see and taste coffee, tea, waffles, traditional desserts, salads, kebabs, and international cuisine. Women like the smell of flowers, soap, coffee, and fine food. They cannot tolerate the smell of cigarette smoke. Women touch the door handles, anywhere in the toilet, stair rails or elevators as little as possible in the mall.”

EVEN GET TOGETHERS ARE HELD IN THE SHOPPING MALL

Prof. Dr. Ebru Uzunoğlu, Dean of IUE Faculty of Communication, stated that shopping malls are not only seen as shopping centers but also as a socialization center. Prof. Dr. Uzunoğlu said, “With the transition to the normalization period after a long time at home due to the pandemic, we saw that one of the main places that attracted attention was the shopping malls. Shopping malls are preferred for dining, sightseeing, and meeting. Even the get togethers that women regularly do every month are held in a cafe or restaurant in the shopping malls. Of course, women prefer markets, boutique stores or other places for shopping as well. However, most women participating in the research indicated that they go to the shopping mall even if they do not need to shop. They say that window shopping and visiting the shopping mall gives them happiness and pleasure. From this point of view, it can be said that shopping malls are seen as a social need for most people; beyond a place meeting their shopping needs.”