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

Abstract

Subject of consumer behaviours has been critical importance forbusiness platform and related disciplines from past to present. Beingable to understand consumer behaviour and identify strategies in thisdirection have become the most important condition for survival incompetitive conditions. Many researchers produce new studies in orderto understand and direct consumer behaviours more accurately. In time,researchers have elaborated these studies and have begun to linkvarious disciplines such as law, economics, geography, architecture withconsumer behaviour. In this study, it is aimed to determine therelationship between consumption concept and architectural discipline.Design criteria that increase and decrease consumption preference andquantity have been investigated by determining the extent to which theinterior and exterior architecture affected the consumption habits.Method: In this study, based on the literature, a conceptual survey of thedaily shopping malls has been conducted from past to present. The basicliterature is based on classification and description. By the determinedhypotheses, observations, researches and surveys are conducted in theshopping centers located in Konya. Findings are tabulated and comparedby morphological analysis technique. Survey data is analysed by SPSS program. In these analyses, differential hypothesis tests (IndependentTwo Sample T Test, One Way ANOVA Test) and relationship hypothesistests (Pearson Correlation Coefficient) are used.Result: As a result, it has been found that the effect of interior andexterior architectural design of shopping centers on consumerbehaviour is related to preferences, demographic data and consumerbehavior. The results of the questionnaire application are influenced bythe architectural design of the shopping centers, the amount ofconsumption and consumer behaviour. Therefore, the relationshipbetween architectural design and consumer behaviour for shoppingmalls should be considered as an important factor in planning