LONG AND SHORT TERM SHOPPING MALLS’ STRATEGIES AND THEIR INFLUENCE ON CONSUMER PURCHASING DECISION

This paper is an attempt to evaluate the long and short term shopping malls strategies and their effects on consumer purchasing decision. This study is based on a field survey in Tehran city. It tries to evaluate the outcomes of shopping malls strategies based on consumer opinion. It also tries to evaluate the effects of pricing policy, staff abilities, design structure of malls and promotional policies on consumer purchasing decision. The population of this study estimated 102210 customers. A sample of 384 customers have been selected by using a kerjsi and morgan table from population of the study.The samples have been collected by using stratified random sampling. Fore purpose of data collection a questionnaire has been developed. To assess the validity of the questionnaire. The results from test of validity clearly show that the questionnaire is valid. For checking reliability in the research used the method of Internal consistency. The best index for testing Internal consistency is alfa cronbach. The alfa cronbach for testing the questionnaire is great than 0.7, which implies that the questionnaire is reliable. The results show that The purchasing decisions of consumers are more affected by long term strategy rather than short term.

Keywords:

Shopping mall , long and short term strategies , purchasing decision , Tehran City