[01] Simon Kanoga, Department of Business Administration, Kenyatta University, Nairobi, Kenya. [02] Reuben Njugana, Department of Business Administration, Kenyatta University, Nairobi, Kenya. [03] Shadrack Bett, Department of Business Administration, Kenyatta University, Nairobi, Kenya.

The purpose of this paper is to investigate the effect of place mix dimension on performance of shopping malls in the Kenyan context. The research in the area of shopping mall is very limited in Kenya .It involved examining the nature and extent of the moderating role of shoppers buying behaviors between two variables i.e. mall performance and place mix dimension. The research embarked on an empirical analysis of shopping mall performance that incorporated the place mix and purchase decision as moderating variable. The research target population was nineteen shopping malls and respondents consisted of marketing managers, tenants and shoppers. Stratified random sampling design was adapted in the study. In conducting the research, primary data was collected through use of structured questionnaires by adopting a five-point Likert scale. The data was analyzed through use of linear regression analysis. The split-half technique was used in testing reliability and Cronbach alpha score was adapted to measure internal consistency. Reliability results for all the set of variables in the questionnaires gave a cronbach alpha statistics of more than 0.7, thus the threshold value of 0.7 were met.

Malls, Place Mix, Shopping, Behaviours and Retail

[01] Adiwijaya, M. (2008). Marketing strategies for targeted market segments based on shopping mall. Christian University, Surabaya. [02] Ahmed, Z. U., Ghingold, M., & Dahari, Z. (2007). Malaysian shopping mall behavior: an exploratory study. Asia Pacific Journal of Marketing and Logistics, 19, 331-348. [03] Atkins, K. G., & Kim, Y. K. (2012). Smart shopping:conceptualization and measurement. International Journal of Retail & Distribution Management, 40, 360-375. [04] Burns, D. J., & Warren, H. B. (2005). Need for uniqueness:shopping mall preference and choice activity. International Journal of Retail & Distribution Management, 4–12. [05] Chikomba, C. P. (2013). Retail shopping mall security: raising awareness of crime risks against business in Zimbabwe (a case study of Joina City Shopping Mall, Harare. Global Advanced Research Journal of Arts and Humanities (GARJAH), Vol. 2(2) , 20-42. [06] Churchill, G., & Iacobucci, D. (2005). Marketing research:Methodological foundation (10th ed.). South Western: Cengage learning. [07] Coad, A. (2009). The growth of firms: A Survey of Theories and Empirical Evidence. Edward Elgar, Cheltenham. [08] Deb, M. (2012). Evaluation of customer’s mall preferences in India using fuzzy AHP approach. Journal of Advances in Management Research, 29-44. [09] El-Adly, M. I. (2007). Shopping malls attractiveness:a segmentation approach. International Journal of Retail & Distribution Management, 35, 936-950. [10] Ferrell, O., & Hartline, M. (2007). Marketing strategy (4th ed.). Ohio: Cengage Learning. [11] Galleria. (n.d.). www.galleria.co.ke. Retrieved November 2013 [12] Goi, C. L. (2009). A Review of Marketing Mix: 4Ps or More? International journal of marketing studies, 2-5. [13] Gopinath, R. C. (2012, June). Understanding the determinant of firm growth in young reits. National university of Singapore, Singapore. [14] Hart, P. (2000). Theories of firms' gowth and generation of jobs. Review of industrial organization, 17, 229-248. [15] Hooley, G., Piercy, N., & Nicouland, B. (2008). Marketing strategy and competative positioning (4th ed.). Essex: Pearson Prentice-Hall. [16] Howard, E. (2007). New shopping centre: Is leisure the answer.International Journal of Retail and Distribution Management, 35, 661-672. [17] Ievuta, I. N. (2012). Study regarding the underlying elements of the marketing strategies used to attract and create loyal customers for shopping centre. University Cluj-Napoca , Romania. [18] Jeannt, J., & Hennessey, H. (2001). Global marketing strategies. Boston: Houghton Mifflin. [19] Jin, B., & Kim, J.-O. (2003). A typology of Korean discount shoppers: shopping motives,store attributes, and outcomes. International Journal of Service Industry Management, 396-419. [20] Jobber, D. (2007). Principle and Practise of Marketing (5th ed.). New York: McGraw-hill Education. [21] Judd, V. C. (2003). Achieving a customer orientation using people-power,” the “5th P. European Journal of Marketing, 37, 1301-1313. [22] Kahihu, P. K. (2010). Investigation into the effect of expansion of the supermarkets on small scale retail traders in Buruburu shopping centre in Eastland Nairobi. Nairobi, Kenya. [23] Karim, J. A., Kumar, M., & Rahman, S. A. (2013). Measuring shopping values of Malaysian retail consumers. Asia Pacific Journal of Marketing and Logistics, 25, 200-224. [24] Kawai, C. (2009). A study of marketing strategy of shopping centre for customer retention in Hong Kong. Hong Kong, China. [25] Kerin, A. R., Hartley, S. W., Berkowitz, E. N., & Rudelius, W. (2009). Marketing (8th ed.). New York: McGraw-Hill. [26] Kenya National Bureau of statistics (KNBS). (2012). Economic survey 2013. Nairobi. [27] Kim, Y. K. (2002). Consumer value: an application to mall & internet shopping. International journal of Retail & Distribution Management, 30, 595-602. [28] Khan, S. (2011). Marketing mix strategy adaptation: A retail organization's response to global economic downturns. Cape Town, South Africa. [29] Kocaili, B. E. (2010). Evolution of shopping malls:Recent trends and the question of regeneration. Cankaya university, China. [30] Kothari, C. (2004). Research methodology: methods and techniques (2nd ed.). New Delhi: New Age international publisher. [31] Kotler, P., & Armstrong, G. (2008). Marketing:an introduction (9th ed.). New Jersy: Pearson Prentice Hall. [32] LaTourrette, T., Howell, D. R., . Mosher, D. E., & MacDonald, J. (2006). Reducing Terrorism Risk at Shopping Centers:An Analysis of Potential Security Options. Santa Monica, USA: Rand Corporation. [33] Lehew, M. L., & Fairhurst, A. E. (2000). US shopping mall attributes: an exploratory investigation of their relationship to retail productivity. International Journal of Retail & Distribution Management, 261-279. [34] Levy, M., & Weitz, B. (2007). Retailing Management (3rd ed.). New York: McGraw Hill/Irwin. [35] Lighthelm, A. (2008). The impact of shopping mall development on small township retailer. Bureau of Market research, 11, 37-53. [36] Low, G. S., & . Mohr, J. J. (2000). Advertising vs sales promotion:a brand management perspective. Journal of product & brand management, 389-414. [37] Martin, C. A., & Turley, L. (2004). Malls and consumption motivation: an exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution Management, 464–475. [38] Mburu, S. N. (2012). "Exhibition" a new kind of retailing: an investigation of factors influencing its spread in Kenya: a case study of freemark Kenya limited. Nairobi, Kenya. [39] Mokgabudi, L. (2011). The impact of shopping mall development on consumer behaviour in township area. University of Pretoria, South Africa. [40] Moore , K., & Pareek, N. (2010). Marketing the basic. New York: Routledge. [41] Mugenda, O., & .Mugenda, A. (2003). Research Methods: Quantitative and Qualitative Approaches. Nairobi: African Centre for Technology Studies,. [42] Mutwiri, M. S. (2012). Factors influencing customer satisfaction and choice of supermarket: a case study of Uchumi and Nakumatt supermarkets in Nairobi. Nairobi, Kenya. [43] Ndwiga, H. M. (2012). An investigation of the factors influencing customer loyalty in supermarkets in Kenya: a survey of selected Nakumatt branches in Nairobi, Kenya. Nairobi, Kenya. [44] Nicholls, J. A., Li, F., & Roslow, S. (2002). The seven year itch? Mall shoppers across time. Journal of Consumer Marketing, 149 - 165. [45] Njoka, I. K. (2012). Factors influencing consumer choice of supermarkets in Nairobi, Kenya. Nairobi, Kenya. [46] Olsen, S. O., & Skallerud, K. (2011 ). Retail attributes’ differential effects on utilitarian versus hedonic shopping value. Journal of Consumer Marketing, 532–539. [47] Parsons, A. G. (2003). Assessing the effectiveness of shopping mall promotions: customer analysis. International Journal of Retail & Distribution Managemen, 31, 74-79. [48] Parsons, A., & Ballantine, P. W. (2004). Market dominance,promotions, and shopping mall group performance. International Journal of Retail & Distribution Management, 458–463. [49] Peter, J. P., & Donnely jr, J. H. (2004). marketing management;Knowledge and skill. NewYork: McGraw-hill. [50] Republic of Kenya (2008), Kenya vision 2030. Retrieved 2013, from www.vision2030.go.ke: http://www.vision2030.go.ke/index.php [51] Roger, K. A., Steven, H. W., N.Eric, .., & William, R. (2006). Marketing (8th ed.). New York: McGraw-Hill. [52] Ruigu, R. (2013, february). http://www.ciafrica.com/oindex/index.php?limitstart. Retrieved february Wensday, 2014, from www.ciafrica.com: http://www.ciafrica.com/oindex/index.php?limitstart [53] Saunders, M. (2003). Research Methods for Business Students. New york: Pearson Education. [54] Saxena, R. P. (2011). Dubai Mall:a multipurpose destination in the middle East. Emerald emerging markets case studies, 1-15. [55] Schiffman, G. L., & Kanuk, L. (2009). Consumer Behaviour (9th ed.). Pearson Prentice Hall. [56] Shanmugam, R. (2012). Anchor-store quality in malls:an economic analysis. International Journal of Retail & Distribution Management, 41, 90-112. [57] Shukla, P. (2008). Essential of marketing research. India: Bookboon. [58] Singh, H., & Sahay, V. (2012). Determinant of shopping experience:Exploring the mall shoppers of national region(NCR) of India. International Journal of Retail and Distribution Management, 40, 235-248. [59] Sullivan, M., & Dennis, A. (2002). Retail Marketing. London: Cengage Learning Emea. [60] superbrand. (2012). www.superbrandseastafrica.com. Retrieved february 2013, from www.superbrandseastafrica.com: www.superbrandseastafrica.com/wp-content/.../138-sarit%20center.pdf‎ [61] Theodoridis, K., & Chatzipanagiotou, K. C. (2009). Store image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 708-734. [62] Thuo, K. (2008). Principles of Marketing: A skill building approach (2nd ed.). Nairobi: Acrodile. [63] Tuncer, D., Alkibay, S., & Hosgor, s. (2008). Turkish shopping centres and research on the reasons for their attraction. Ankara, Turkey. [64] Upadhayay, R. (2008). World's largest mall opens in Dubai. International Journal of Retail and Distribution Management, 541-548. [65] Villagemarket. (n.d.). www.villagemarket-kenya.com. Retrieved August 2013 [66] Virtualtourist. (n.d.). www.virtualtourist.com. Retrieved January 2014 [67] Wang, L. (2011). Shopping center development in China . Shaghai, china. [68] Waweru, k. (2013). ABC of real estate investment in Kenya. Nairobi, Kenya. [69] Yavas, U. (2001). Patronage motives and product purchase pattern; a correspondence analysis. Marketing intelligence & planning, 97-102. [70] Yavas, U. (2003). A multi-attribute approach to understanding shoppers segments. International Journal of Retail and Distribution Management, 31(11), 541-548. [71] Yiu, C. Y., & Xu, S. Y. (2009). A tenant-mix model for shopping malls. European Journal of Marketing, 524-541. [72] Yoon, S.-J. (2013). Antecedents and consequences of in-store experiences based on an experiential typology. European Journal of Marketing, 47, 693-714. [73] Yuo, T. S.-T., Crosby, N., Lizieri, C., & McCann, P. (2003). Tenant Mix Variety in Regional Shopping Centres. Whiteknights, UK. [74] Zhuang, G., Tsang, A. S., Zhou, N., Li, F., & Nicholls, J. (2006). Impacts of situational factors on buying decisions in shopping malls . European Journal of Marketing, 17-43