FACTORS INFLUENCING THE ATTRACTIVENESS OF SHOPPING CENTRES: THE CASE STUDY CONSTANTINE, ALGERIA

Abstract

This study aims to identify the factors influencing shopping centre attractiveness and understand how each shopping centre possesses unique features that attract consumers for different reasons. Data was collected from 240 consumers, with 60 respondents in each of the four shopping centres in Constantine. The results were processed using factor analysis to extract the key elements considered most relevant by respondents. Seven key factors of attractiveness were identified: Satisfaction of Needs and Quality, Location and Comfort, Commercial Offering, Fashion and Food, Household Items, Entertainment, and Accessibility and Electronic Services. Each factor was then analysed using a plot graph and a map to establish connections with the four shopping centres. The results show that the four shopping centres are not equally attractive. Ritej Mall and Yes Mall stand out as the most attractive, whereas Sans Visa is considered a dead mall. Satisfaction with Needs and Quality factor emerges as the most important factor across all four shopping centres. Additionally, each shopping centre has specific factors such as Household Items, Entertainment, Accessibility, and Electronic Services. Identifying these attractiveness factors can help shopping centre managers develop strategies for future urban planning to attract more shoppers.