International Research Journal of Architecture and Planning

Vol. 5(1), pp. 111-122, March, 2020. © www.premierpublishers.org. ISSN: 1530-9931

Research Article
Investigating the Emergence and Performance of Shopping
Malls from Design Review and Users’ Perspectives in Karachi,
Pakistan
*Fariha Tahseen1, Prof. Dr. Noman Ahmed2
1Lecturer, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi
2 Professor, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi

This paper is based on a study that investigates emergence and performance of shopping malls
from design review and users’ experience. It examines users’ expectancy of services and their
level of satisfaction, thus, influences overall performance evaluation of a shopping mall. This
research paper also explores emergence of shopping malls in Karachi and a concise account of
identifying challenges and exploring opportunities. The research methodology employs
qualitative mode of research design for data collection through multiple methods such as on-site
investigation by observations, and acquiring user perception by questionnaires and interviews.
The data analysis comprises of calculation of customer satisfaction index (CSI) and SPSS
statistics tests. Firstly, an overall trend in performance was evaluated. Secondly, it was found if
there is statistically significant difference in performance between 5 selected shopping malls of
Karachi based on incorporation of design considerations and attributes of a) location and
accessibility b) parking and circulation c) site planning and landscape d) design features and
services. A proposal of recommendations, as guiding ethos, to minimize impacts of identified
challenges in malls of Pakistan concludes this paper.

Keywords: Shopping Malls, Mall Emergence and Development, Performance attributes, Customer Satisfaction,
Challenges and Opportunities, Design Considerations, Building Evaluation

INTRODUCTION

Shopping malls, widely accepted as a global phenomenon,
are a popular genre of retail development. Peoples’
attraction towards shopping malls not only owes to the
business success but accounts for quality of spaces and
the experience created by these multi-user retail spaces.
During the recent past, shopping and multipurpose mall
spaces have evolved and spread in numbers and scales
in large cities in Pakistan. With the passage of time, these
malls and high-end shopping stores have morphed into
centripetal spaces that attract shoppers and vendors from
various locations of respective cities. International brand
promoters find malls an economic outlet to sell and
promote their merchandize. The rapid advancement in
technology and competitive environments has created
both new challenges and opportunities for shopping malls.
It was found useful to structure this paper by tracing
evolution of shopping malls worldwide and its conceptual
development as multi user spaces. Research in the area
of shopping malls in Pakistani context is generally very
limited. Therefore, this research contributes to knowledge
through an evaluation of performance of shopping malls,
through acquiring visitor satisfaction, with certain
measurement criteria would be essential besides tracking
evolution of malls in Pakistan to understand the mall trends
and issues associated with its design and performance.
*Corresponding Author: Fariha Tahseen; Lecturer,
Department of Architecture and Planning, NED University
of Engineering and Technology, Karachi. Email:
fariha_tahseen@yahoo.com; Tel: 0092 (333-4708835)
Co-Author Email: nomaniconn@gmail.com;
Tel: 0092 (333-3417250)

Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Tahseen and Ahmed 112
LITERATURE REVIEW
a. Historical Overview of Evolution of Shopping
Malls
Shopping has been a popular activity and a desirable
experience for people since ancient times. From the earlier
formats of open market places and ancient grounds to
enclosures, pavilions and eventually covered markets, a
very interesting trail of spaces evolved in different parts of
the world. Mc Morrough (2001) mentioned the evidences
of first ever physically enclosed shopping activity which
dates back to ancient Greek markets with an erection of
stone structure built at the outer periphery of city walls also
as an indicator of trade with other settlements. The
concept of internalizing the urban experience developed
further with more specialized spaces of consumption. The
development of the arcade in Paris in the late 18th Century
significantly changed retail and shopping in Europe
(Chung et al., 2001). By mid of 20th century in USA, overly
densifying urbanities aroused an urge to drift towards
suburbs. The retail designers picked the opportunity to
expand the shopping experience and accommodate the
changing lifestyles, preferably located away from the
central business district. Therefore, an increase in use of
automobile and growth of new suburbs promoted
phenomenal growth and development of shopping malls.
Victor Gruen, the founder architect of one of the earliest
shopping mall aimed to experience the sub urban scape to
achieve new ‘shopping towns’ without the noise, dirt and
vehicular congestion which had already overburdened the
city centers. The mall was a remarkable (almost) copy of
downtowns and a magnetic place with its variety of stores
(auditoriums, bank, post office, local retailers,
supermarket), its individuality, lights, color, and even
crowds (Coleman, 2006; Wall, 2005).
b. Emergence of Shopping Malls as Multi User
Spaces
Widiyani (2018) discussing historical evolution of shopping
malls in United States and Europe mentioned that the
concept of mixed-use shopping malls emerged between
1960 and 1970. The malls became spaces not only for
shopping but also for socializing by incorporating food
courts, cafes and restaurants. The latest multi commercial
complexes disperse not only goods but also information
regarding lifestyles and living (Kim, 2017). The search for
a place where people can meet the need for shopping as
well as travel and enjoy in their spare time or leisure time
plays an important role in shaping shopping centers (Uslu,
2006). Delic, M. & Knezevic, B. (2014) discussed modern
trends in shopping centers development that not only
function as retail merchandising complex but a social and
community center with several entertainment opportunities
such as children play-scapes, virtual reality games, live
shows, movies in multiplex cinemas and variety of food.
The traditional social meeting places that caused cities to
grow (in terms of covered area, population and wealth
produced and consumed) and typically originated from a
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
mixture of economic and religious activities (the main
square, commercial and religious life, and the high street),
are now tending to be replaced to a large extent by
shopping centers (Delic & Knezevic, 2014).
c. Key Attributes of Shopping Malls
Jackson, Stoel and Brantley (2011) stated that customers
consider shopping mall attributes when selecting which
mall to visit. Beyard and O’Mara (2006) characterized a
well-planned shopping center as one that has a unified
architectural theme while providing space managed as unit
for benefit of tenants, unified site of accessible location,
sufficient on-site parking, service facilities, comfortable
surroundings and site improvements such as lighting and
signage. However, Kushwaha, et al. (2017) mentioned
accessibility, a heterogeneous mix of retail outlets, unique
environment, safety and leisure to be the key service
features that differentiate the retail experience of shopping
malls from that of other shopping destinations.
Merchandise mix, accessibility, services and atmospherics
are the four key attributes of malls investigated by several
authors (Dennis, Marsland & Cockett, 2001; Finn &
Louviere, 1996; Frasquet, Gil & Molla, 2001).Research
study of Astono (2014) investigated five shopping
attributes of convenience, service quality, tenant
presence, mall’s environment and marketing focus in order
to find their impact on customer satisfaction.
d. Customer Satisfaction for Shopping Malls
Shamdasani and Balakrishman (2000) through research
informed that physical environment is a key determinant
for customer satisfaction. Evangetia and Giorgios (2010)
also revealed in their study that the physical environment
quality of shopping malls evolves the positive emotions of
visitors in order to feel comfortable. Juhari et al (2012)
argued that management of shopping mall’s service scape
and physical environment needs to be included to evaluate
its performance. An overall attractive and well-functioning
mall with all necessary facilities and services are required
for visitors’ satisfaction. Hui, Zhang and Zheng (2013)
analyzed that the overall shopping mall customers’
satisfaction is influenced by management and
maintenance of communal facilities such as rest rooms,
shopping mall’s cleanliness, promotional events and its
security services. Ilieska (2013) gave a widely accepted
definition of satisfaction as a judgment that a product or
service feature, or the product of service itself, provided (or
is providing) a pleasurable level of consumption – related
fulfillment, including levels of under or over fulfillment. In
Fornell’s (1992) opinion customer satisfaction is a function
of pre-sale expectation and post-purchase perceived
performance. Wong et al (2012) and Ahmed (2012)
investigated whether the customer feels satisfied with their
decision to shop at certain shopping mall and after they
shopped at certain shopping mall. Wang (2009)
researched another dimension of customer satisfaction at
shopping mall as whether the customers spend more
money than they had originally intended on spending.

From aforementioned attributes of origin of malls in world
to date, the malls are transforming and still evolving.
Drastic changes have surfaced in shopping environments
and trends in the urban scape of city of Karachi. After brief
introduction to evolution of malls and their emergence as
multi user spaces on global scale along with their key
attributes, this paper tracks the evolution of shopping malls
in the country of Pakistan. Thereafter mall trends in
Karachi are outlined in order to identify issues associated
with their design and performance.
EMERGENCE OF SHOPPING MALLS IN PAKISTAN
Visible typologies of retail specialized commercial spaces
evolved during the British colonial rule (1857-1947). The
British initially established enclosed market places.
‘Empress Market’, constructed between 1884 to 1889
situated in Saddar Town of Karachi and ‘Tollinton Market’
built in 1863 standing at Lower Mall area of Lahore are well
known examples. These markets extended enclosed
shopping environments to elite British gentry by providing
local and imported goods of convenience and also
assortments. These markets meant to sell vegetables,
fruits, meat, textiles, stationery and even pets. More
markets of this typology were developed by municipalities
in various cities. Local construction traditions were skillfully
applied in the development of such edifices.
During post-independence phase, large cities in Pakistan
grew at a fast pace. A need for extended retail spaces also
arose. Many central areas of the cities saw rapid
transformation of residential land use into retail
commercial. Some purpose-built shopping structures also
came up along the same locations. This built form was
recognized with a term ‘shopping center’ in the local
context. During mid-1970s and after, a sizeable number of
Pakistani workers went to the Middle East. This labor force
sent remittances back to home locations, including large
cities. A significant part of this capital was absorbed in
property and real estate sector. Shopping centers also
multiplied at a fast pace in large cities such as Karachi and
Lahore. Major commercial developments, arguably
proportional to the needs of people, took place in this
period. Initially they comprised of enclosed inward facing
stores, connected by a common walkway. Parking
surrounded in outside parameters. Modification in the built
form of linearly aligned shops changed as walk up
shopping centers of several floors. These walk-up
complexes were locally termed as ‘shopping plaza’. 1.The
architectural features and functions of shopping plazas
were reasonably distinct from other existing typologies
(Ahmed, 2010). New techniques in building construction
were devised. Extravagant usage glass and huge neon
publicity signs treated the facades in a near outlandish
manner. Layout of internal spaces as well as circulation
patterns was changed by providing a central open space
1 2
With capacity for 10 to 30 shops
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Int. Res. J. Archit. Planning 113
to congregate and disperse the shoppers according to
diverse attraction of different shops. Elevators and
escalators were wherever it was required to facilitate the
vertical movement. However, these premises were
specified for retail businesses only, specialized for selling
general merchandise or fashion related goods.
The emerging shopping centers and plazas absorbed and
sold imported consumer goods due to demanding
customer choices. As a consequence, a trend of ‘brand’
consciousness now became a noticeable reality. Moderate
increase in demand for retail space and business, spurred
by ‘local brands’, was drastically altered by arrival of
‘international’ brands. The imported items needed an
outclass environment too. Advent of 1980harbingered
more changes in the physical form of shopping locations.
The contemporary genre of shopping malls 2 became
visible, having immense facilities and tenant mixes. Some
core design elements are normally observed in most of
these mall ranges. Defined enclosed entity, introvert
design approach, radial or grid pattern in space lay out, a
central congregation space as an atrium and
interconnected corridors within the building are the basic
planning features of a shopping mall.
Like other regions of the world, reasons behind
revolutionizing shopping districts in Pakistan by
development of shopping malls is strongly influenced by
international retail trends. In a research study by
international council of shopping centers, Chicago (2012)
it was thoroughly analyzed that an increase in number and
scale of shopping malls in various regions of the world is
led by changing demographics of cities, wide spread
automobile use, technology advancement and socio-
economic changes. Internationally, the phrase “mixed use
project” became popular in the mid-2000s (Heiberg, 2012).
Multi-purpose activities such as shopping, corporate
offices, food court with health and recreational amenities
are altogether incorporated in a mixed-use high-rise
building. Low weight steel construction practiced with
aluminum composite panels and curtain walls became
trendy. Evidences from Pakistani cities corroborate these
findings.
Time constraint plus fatigue of getting different
commodities from different places, extensive usage of
automobiles with need for safe parking space, high
external temperatures, environmental degradation factors,
security threats due to law and order violation, rise of
international travel, awareness, brand consciousness and
impacts of globalization promoted the need for a safe and
secure environment for retailers and shoppers. Most
recently more specialized version of shopping precinct
popularized as ‘shopping mall’ spurred and absorbed
attention of mass public with capacity to accommodate
more functions besides merchandizing such as hyper
Having capacity for 30 to 100 shops
Tahseen and Ahmed 114
stores that perform as anchor stores and sell all kinds of
grocery and household items, children play areas,
magnificent atriums for live shows and celebrations,
multiplex cinemas, an exclusive floor for multiple food
courts and several floors of corporate offices. They are
able to serve diverse clientele within single complex.
Highly mechanized HVAC systems, high surveillance,
good hygiene conditions, cash withdrawal machines,
elaborate signage and attractive lighting, all are basic
services specialties’ of these shopping malls.
RESEARCH METHODOLOGY
Trends in urban development in Karachi inform that
shopping malls are increasing in number. It makes an
important observation whether these malls are performing
well according to users’ expectations and convenience.
Accessibility, location, retail mix, environment, ambiance,
safety, leisure, price, layout, parking, variety, quality,
cleanliness, operational hours are various attributes of
mall experience and performance evaluated by many
researchers. After conducting a thorough literature review,
this research study analyzes performance of a mall as a
multi user space, related to four major aspects. These
area) location and accessibility b) parking and circulation,
c) Site Planning and Landscaping d) design features and
services. Thus, it examines how well the internal and
external spaces with respect to design features, services
facilitation and multiple usages in malls are significant for
visitors and how much they are satisfied and thus influence
overall performance of a mall. It is also deemed suitable to
identify, in the shopping mall realm, what are the core
challenges being faced by urban scape of Karachi and to
what extent they can be mitigated.
In order to fulfill the purpose of this study the research
methodology comprises of design of, data collection
method, sampling technique and data analysis method.
Conclusions are accordingly drawn.
a. Research design and data collection method
Qualitative research methods are employed in the field to
collect data about participants’ experience of shopping
malls under study through multiple methods such as
interviews, observations and questionnaires, therefore,
concludes specific instances into a generalized
conclusion.
In order to better assess performance of malls in Karachi,
this study employs an on-site survey approach as well as
questionnaire survey to compare authors’ findings parallel
with user perception for enquiring overall performance and
design considerations of malls. In questionnaire survey,
direct questions about mall attributes were asked which
respondents could actually see or experience and
therefore do not need to rely on their memory. Structured
interviews from 3 expert architects famous for shopping
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
mall design and information provided by mall
managements also supplement findings for this research.
b. Sampling technique
The sampling technique comprised of basic objective of
selecting diverse cases. Two or more cases that illustrate
the range of variation in one or more characteristics can
be representative of specific factors in the overall portfolio
(Gerring & Seawright, 2007). Therefore, on the basis of 1)
diversity in location, 2) varied categories of available types
of malls in Karachi as per ICSC categorization, 3) within
timeline of past 2 decades, 4) availability of information
and 5) frequency of visitor influx, 5 shopping malls were
selected. Total 480 respondents (76 respondents from
each mall) as samples were selected to fill 2
questionnaires. The questionnaires aimed at compiling
demographic information of respondents such as age,
gender, frequency of mall visit, mode of transportation
used and purpose of visiting mall. There was no criteria for
choosing respondents therefore convenience sampling
that consists of readily available respondents were picked
to save time and for convenience.
c. Data Analysis method
Customer Satisfaction Index (CSI), Kruskal-Walis H test
and Mann-Whitney test of SPSS Statistics as data analysis
methods were applied. CSI was calculated to investigate
an overall trend of shopping malls performance through
visitors’ satisfaction in Karachi. SPSS Statistics tests were
applied to statistically examine if there is a significant
difference in performance of all 5 malls based on 4
attributes (location and accessibility, parking and
circulation, site planning and services, design features and
services).
A checklist of close ended questions (as performa) was
evaluated regarding provision of design considerations in
malls during onsite investigation of 5 selected malls. Later,
total percentages were evaluated to review an overall
trend. 2 questionnaires were designed; first to enquire
significance of mall attributes by visitors (as expectancy)
and second to enquire overall rate of satisfaction.
Customer satisfaction is the customer’s feelings of
pleasure or disappointment resulting from comparing a
product’s perceived performance (or outcome) in relation
to his or her expectation (Ilieska, 2009). To evaluate
shopping malls performance through design attributes,
Likert scale (1932) was used to find the extent to which
respondents’ agreed with the statements on five-items
scale ranging from strongly agrees to strongly disagree.
Customer Satisfaction Index (CSI) was calculated as an
indicator of customer satisfaction evaluation. It enables
analysis of customer satisfaction with respect to relevant
attributes for customer satisfaction and overall service by
measuring expectations of customers and their
satisfaction. A weighting method is used for the
assessment of attributes.
 Int. Res. J. Archit. Planning 115
Kruskal-Wallis H Test and Mann-Whitney test using SPSS RESULTS
statistics is a rank based nonparametric test (sometimes
also called the “one-way ANOVA on ranks”) used to A. Demographic Variables of Respondents (Mall
determine if there is statistically significant difference Visitors) (Table 01)
between two or more groups of an independent variable Demographic variables
on continuous or ordinal dependable variables. The test Gender (Total) N %
was applied to understand whether performance score Male 158 33%
measured on a likert scale from 1 to 5 differed based on 4 Female 322 67%
attributes (location and accessibility, parking and Total 480
circulation, site planning and landscape design and design Age
features and services) which were independent variables 18- 24 Years 190 39%
and performance score was dependent variable. 25- 34 years 148 31%
35 – 49 Years 118 25%
50 – Above 24 05%
Frequency of Mall Visits
Once in a week 36 07%
Once in a month 158 33%
Twice in a month 99 21%
Once in 6 months 187 39%
Mode of Transportation
By personal conveyance 343 71%
By public transport 137 28%
Purpose of Mall Visit
Shopping 190 39%
Recreation 18 04%
Both shopping and recreation 272 57%

B. Basic information of targeted shopping malls in Karachi (Table 2)

Malls: M1 M2 M3 M4 M5
Category Community Neighborhood Neighborhood Regional Super Regional
Mall Center Center Center Center
Location: Tariq Road Hyderi, Zaib un Nisa St. Sea View Rashid Minhas
P.E.C.H.S North Nazimabad Saddar Clifton Road, Gulshan e
Iqbal
Total Covered Area: 360,000 sqft 100,000 sqft 130,000 sqft 1,000,000 sqft 1,640,000 sqft
Gross Leasable Area: 250,000 sqft 55,000 sqft 55,400 sqft 600,000 sqft 3,659,700 sqft
Date of Inauguration: 2001 2008 2010 2011 2017
Architect: ASA Pvt Ltd. ASA Pvt Ltd. Shabbir Hussain/ ASA Pvt Ltd. ARCOP Pvt Ltd.
Azmat Raheem
Developer of Mall: Dolmen Group Dolmen Group Iqbal Machiyara Dolmen Group Lucky Group
No. of Car Covered 50 40 90 1100 1200
Parks (Basement)
Open - - - - -
Curb Parking - - - - 10
No. of Car Park 1 1 1 1 2
Floors: Retail& Food 5 4 4 3 3
Court
Other - - - 15 1
Functions: Shopping, Shopping, Food Shopping, Food Shopping, Shopping, Food
Food Court, Court, Court, Cinema Food Court, Court,
Children Play Children Play Children Play Area
Area Area
No. of Anchors: - - - 1 1
Total no. of retail outlets: 300 50 180 130 200
Visitor Week days 20,000 to 3000 to 4000 20,000 to 25,000 20,000 to 25,000 to 30,000
Influx: 22,000 25,000
Weekend 25,000 to 5000 to 6000 30,000 + 25,000 to 40,000 to 45,000
35,000 30,000

Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Tahseen and Ahmed 116

C. Overall Performance Assessment of Shopping Malls in Karachi by Authors (Table 3)

Design Questions M1 M2 M3 M4 M5 %age Overall
Considerations
1.The mall does not located in high density city X X X✓ ✓ 40%
area?
✓
2. Is the mall easily accessible for vehicular ✓ ✓ ✓ ✓ 100% 73%
Location and approaches?
Accessibility 3. Is the mall easily accessible by public ✓ ✓ ✓ X✓ 80%
transport?

4. Does the mall have defined visitor drop off X X X✓ ✓ 40%

area?
5. Are the pedestrian circulation routes X X X✓ ✓ 40%
unobstructed and carefully aligned in and
around the premise of mall?
6. Does the mall have provision for curb X X X X✓ 20%
parking?
Parking and 7. The mall does not appear to be dominated by X X X X X 0% 34%
Circulation basement car park?
8.(a) Does the mall have significant car parking X X✓ ✓ X 40%
space as 1 car per 1000 sqft gross leasable
area?
8.(b) Does the mall have significant car parking X X X X X 0%
space as 4 cars per 1000 sqft gross leasable
area?
9. The parking areas had good ingress, egress ✓ ✓ ✓ ✓ ✓ 100%
and circulation?
10. Are there landscape areas and outdoor X X X X✓ 20%
sitting spaces around mall?
Site Planning and 11. Were there adequate site furniture such as X X X✓ ✓ 40%
Landscape Design trees, sitting benches, monuments, street lights, 33%
fences, screen walls, trash bins etc
12. Was there comprehensive signage program X X X✓ ✓ 40%
and design as site furniture for visitors?
13. Does the mall being designed with a concern X X X✓ ✓ 40%
for natural light?
14. Does the construction techniques, building✓ ✓ ✓ ✓ ✓ 100%
design and building materials respond to the
climatic needs of the region?
15. Does the mall internal layout visually and X X X✓ ✓ 40%
physically connected with outdoor spaces?
✓
16. Does all the shops, food courts and activities ✓ ✓ ✓ ✓ 100%
in mall were operational?
17. Was there provision of ramps and sensory X ✓ X✓ ✓ 60%
Design Features and design aspects for people with special needs
Services 18. Was there basic services such as mid-way ✓ ✓ ✓ ✓ ✓ 100% 75%
resting spaces, prayer area, toilets, emergency
exits, ATM machines, lost and found desk,
signage etc
19. Does the internal layout have greatest ✓ ✓ ✓ ✓ ✓ 100%
exposure to shop fronts?
20. In terms of way finding, was the mall layout X ✓ X✓ ✓ 60%
easy?
Overall % 33% 43% 38% 76% 85% 55%

Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
 Int. Res. J. Archit. Planning 117

D. Average Validity and Customer Satisfaction Index Calculation of Shopping Malls in Karachi (Table 4)
Attributes M1 M2 M3 M4 M5 Average Average Weight Weigh-
Experi- Experi- Experi- Experi- Experi- Satisfac- Import- ted Score
ence ence ence ence ence tion ance
Score Score Score Score Score
Location and Accessibility
1. Conveniently located 3.9 4.0 3.7 4.0 4.1 3.9 4.6 5.62% 0.22
2. Accessible by car 3.7 3.9 3.7 3.5 4.5 3.9 4.5 5.50% 0.21
3. Accessible by public 3.5 4.1 3.3 3.1 3.9 3.6 3.8 4.64% 0.16
transport
Average 3.7 4.0 3.56 3.53 4.16 3.8 (76%)
Parking and Circulation
4. Find a parking space 2.6 3.1 2.7 4.1 4.5 3.4 4.4 5.37% 0.18
5. Drop off area 3.2 3.0 2.8 4.1 4.5 3.5 3.9 4.86% 0.17
6. Pedestrian circulation 3.7 3.6 3.5 3.8 4.0 3.7 4.1 5.01% 0.18
around mall
Average 3.16 3.23 3 4 4.3 3.5 (70%)
Site Planning and Landscape Design
7. Outdoor sitting spaces 2.1 1.9 2.4 3.2 3.7 2.7 3.8 4.64% 0.12
8. Landscape around. 2.4 2.1 2.3 3.2 3.8 2.8 3.6 4.40% 0.12
9. Display clear signage 3.1 3.2 3.3 3.8 3.9 3.5 3.7 4.52% 0.15
outside.
Average 2.53 2.4 2.66 3.4 3.8 3.0 (60%)
Design Features and Services
10. Adequate safety. 3.9 3.7 3.6 4.1 4 3.9 3.9 4.76% 0.18
11. Display clear signage 3.7 3.5 3.3 3.8 3.9 3.6 3.8 4.64% 0.16
inside.
12. Placement of shops 3.4 3.8 3.5 3.9 4.0 3.7 4.2 5.13% 0.18
and circulation flow
13. Adequate facilities for 3.6 3.3 3.1 3.8 3.8 3.5 4.3 5.25% 0.18
disables.
14. The overall 3.8 3.6 3.6 4.1 4.2 3.9 3.9 4.76% 0.18
architecture of mall
15. Cleanliness & hygiene 3.6 3.5 3.4 4.1 4.2 3.8 4.3 5.25% 0.20
inside mall
16. Cleanliness & hygiene 3.5 3.1 3.2 3.8 4.1 3.5 4.2 5.13% 0.17
outside mall
17. Finding basic 4.0 3.9 3.9 4.1 4.3 4.0 4.4 5.37% 0.21
amenities such as ATM,
toilets, prayer area, lost &
found, information desk,
benches, trash bins etc.
18. Lighting inside 4.2 4.0 3.8 4.4 4.4 4.2 4.1 5.01% 0.20
19. Variety of brands & 3.8 3.6 3.9 4.1 4.3 3.9 4.0 4.88% 0.19
shops.
20. Finding desired 3.9 3.9 4.0 3.9 3.5 3.8 4.3 5.25% 0.20
shops.
Average 3.76 3.62 3.57 4.00 4.06 3.8 (76%)
Weighted Average 3.5 3.4 3.3 3.8 4.1 3.6 3.56
Customer Satisfaction 70% 68% 66% 76% 82% 72% 71.20%
Index

Mann-Whitney Test
Ranks
test N Mean Rank Sum of Ranks
score 1.00 76 2.50 10.00
5.00 76 6.50 26.00
Total 152

Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Tahseen and Ahmed 118

Test Statisticsa Through questionnaire survey, demographic variables

score achieved according to which a mix population in terms of
Mann-Whitney U .000 gender and age profile was taken (see Table 1). 71% of
Wilcoxon W 10.000 the targeted respondents visit respective malls by personal
Z -2.309 conveyance. 57% of the visitors aimed for both shopping
Asymp. Sig. (2-tailed) .021 cum recreation during visit to a mall.
Exact Sig. [2*(1-tailed Sig.)] .029b
Varied categories of malls as per gross leasable area i.e.,
a. Grouping Variable: test
community mall, neighborhood center, regional center and
b. Not corrected for ties.
super regional center were chosen along with basic
information for history record purposes. With proceeding
Kruskal-Wallis Test time line from 2001 to 2017 a consistently increase in GLA,
Ranks no. of car parks, anchors and visitor influx is recorded. A
test N Mean Rank considerable increase in no. of visitor influx during
score Mall1 76 8.00 weekdays and weekends was found in regional and super
Mall 2 76 8.50 regional centers that had more no. of outlets other than
Mall 3 76 6.00 hyper stores and more dining and recreational facilities
Mall 4 76 12.25 (see Table 2).
Mall 5 76 17.75
Total 480 Besides placement of some malls in high density areas
and slight inconvenience in access by public transport an
Test Statisticsa,b overall satisfaction in location and accessibility ranging 73
score % was recorded in authors’ assessment and 76% in users’
Kruskal-Wallis H 9.873 evaluation. Ease in finding a parking space and circulation
df 4 around malls was fine with a score of 70%, however,
Asymp. Sig. .043 during onsite investigation, lack of proper drop off areas,
a. Kruskal Wallis Test obstructed pedestrian routes around the premises of
b. Grouping Variable: test malls, lack of provision of curb parking and lack of required
number of car parks decreased considerably the
REPORTING THE OUTPUT OF THE KRUSKAL-WALLIS performance measure to 34% by author evaluation. An
H TEST overall lack of satisfaction measure (60%) was found for
site planning and landscape design by users and an even
Performance score of 5 malls was evaluated. N were the higher level of dissatisfaction (33%) accounting for
respondents who scored 4 attributes (location and landscape areas, site furniture and signage program was
accessibility, parking and circulation, site planning and marked during onsite investigation. Except for provision of
landscape design and design features and services) for natural light, ventilation and sensory design aspects an
each mall. A Kruskal-Wallis H test showed that there was overall satisfaction score 76% was recorded for design
a statistically significant difference in shopping malls features and services by users which are same as authors’
performance score, x=9.873, p=.043, with a highest mean evaluation i.e., 75%. This indicated an overall positive
rank performance score of 17.75 for M5, former 12.25 for impact of mall development on users of Karachi with
M4, and lower mean rank performance score of 6.00 for further possibilities of interventions.
M3, while mean rank satisfaction score of 8.00 and 8.50
for malls M1 and M2 respectively was somewhere in the The analysis that has been conducted with 4 attributesas
middle. can be seen from table 4, the overall satisfaction rate is
71.20% which is not very high. It can therefore be
concluded that the 4 attributes have greatest importance
DISCUSSION for users of shopping malls but satisfaction score has
potential for further improvement. Test result of Krsukal-
This research has been conducted to evaluate Wallis H test also revealed that the shopping mall M5
performance of shopping malls of Karachi through scored highest in authors’ evaluation of design
examining internal and external spaces with respect to considerations review (through on-site investigation) also
design features, service facilitation and visitor satisfaction. ranked highest with mean rank performance score of
To achieve this objective, 4 major aspects a) location and 17.75. However, the shopping mall M3 as scored low in
accessibility, b) parking and circulation, c) site planning authors’ evaluation was ranked least in Kruskal-Wallis H
and landscaping d) design features and services were test. Test results of M1 and M2 were scored in the middle,
evaluated through set of 20 questions enquired from 480 however, in authors evaluation M1 scored least and M2
respondents. was somewhere in the middle.

Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan

SHOPPING MALL REALM – CHALLENGES AND
OPPORTUNITIES
There are six administrative districts of city of Karachi
named as; Karachi South, Karachi East, Karachi Central,
Karachi West, Malir and Korangi. The surveyed malls exist
in Clifton, Saddar, Nazimabad, P.E.C.H.S. and Gulshan e
Iqbal. Major commercial corridors that serve majority of
middle and upper middle-income groups such as Clifton
and Saddar lies in Karachi South, Nazimabad is situated
in District Central, Gulshan e Iqbal and P.E.C.H.S are
present in District East.
A set of design guidelines for shopping mall development
is essential for architects, developers and builders in
understanding and promoting sustainable built
environment with quality and enjoyable spaces. These
guidelines enable and ensure a cohesive, harmonious and
coordinated development. An account of identified issues
while analyzing shopping malls in Karachi was helpful in
proposing recommendations for future considerations.
1. Location and Accessibility
A strategic location allows easy access, attracts a larger
number of customers, and increase potential sales of a
retail outlet (Kanoga, et al., 2015). Demographics,
catchment analysis, economic development, surrounding
infrastructure and connectivity are the mentionable criteria
of a strategic location for a mall. The shopping mall survey
in various zones of city of Karachi revealed that in order to
gain optimum visibility and vehicular access, the
developers focus on the already congested streets. City
authorities modify zoning schedules and declare prime
thorough fares fit for commercial development – even if the
land use is residential or amenity based. Due to high land
price value and acquiring optimum visibility on prime
thoroughfares compact parcels of land are acquired to
develop mall enclaves with least concern for built to open
ratio. Hence provision for parking spaces is also highly
inadequate (see Table 2). During on-site investigation to
evaluate overall performance of shopping malls it was
found that most of malls (60%) were located in high density
city areas (see Table 3). These constraints result in severe
congestion for car parking and traffic circulation. As a
consequence, the overall quality of urban built
environment is adversely affected by improper location of
malls and poor integration into already congested
commercial corridors.
Malls on ZaibunNisa Street of Saddar, commercial districts
of Clifton, shahrah e shershahsuri of North Nazimabad and
Tariq road are major examples in Karachi portraying the
situation discussed earlier. However, shopping malls’
survey to acquire mall users’ experience revealed
respondents’ greater level of satisfaction (82%) about
malls’ existence on convenient locations (see Table 4).
3
AdilKerai, Architect, Habib Fida Ali Associates, Karachi
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Int. Res. J. Archit. Planning 119
Optimum visibility, location on prime thorough fares and
high accessibility by personal conveyance such as cars
and bikes are core reasons that make approach to malls
convenient for users.
The city centers are already crowded and there is hardly
any organized development possible to map these
upcoming retail centers. A comprehensive location
analysis and site choice determinants for shopping malls
is essentially needed in Pakistani cities to identify future
locations of these developments with little or no overlaps
of catchments.
2. Car Parking and Traffic Circulation
Survey of shopping malls in Karachi revealed that
undeveloped transportation infrastructure and placement
of malls slightly away from public transport encourage 89%
users to come to malls by their personal conveyance
(Table 1). Coming to a mall for shopping, visitors prefer to
park their cars in parking lot outside a mall, however all
surveyed malls were found to be dominated by basement
car parks (see Table 2). No surface parking lots were
found around any mall. To ease the customers, several
mall managements provide valet parking service. Cost of
this service is partially subsidized by mall management.
To increase shoppers’ influx, visibility of existence and
frequenting intensity of prospective shoppers, the
developers prefer to locate malls on busy arteries. As
such, the automobile usage is rising exponentially. For
shopping malls, this fact demands higher scale provision
of parking and ancillary spaces. The survey of all shopping
malls informed that number of car parks to be provided as
1 car per 1000 sqft gross leasable area was far less than
required in 3 out of 5 malls (see Table 3 & 5). Adil Kerai3,
an architect well known for mall design, informed that ‘the
major problem being faced by the mall managements,
developers, architects and users is the traffic circulation
and parking space provision. The shopping malls built ten
to fifteen years ago with parking space provided according
to the standard ratio of 1 car per 1000 sq.ft. salable area is
insufficient now; since the automobile usage and
ownership has excessively increased therefore, now it is
becoming difficult to accommodate car parking space and
traffic circulation routes around a mall’.
Assuming 4 to 5 cars per 1000 sqft gross leasable area,
as proposed by Gibbs (2012), the no. of car parks
decreases further (see Table 5). However, if cars rotation
is considered assuming 4 hours to be maximum time spent
in a mall as informed by Mall management, therefore 3
shifts of car parks can be considered. This increases no.
of car parks 3 times. The survey of mall visitors’
experience revealed an average rating of drop off, finding
convenience in parking a car and pedestrian circulation
around malls which can be improved further (see Table 4).
Tahseen and Ahmed 120
E. No. of Car Parks per Gross Leasable Area (Table 5)
Mall: M1
Gross Leasable Area: 250,000 sqft
Given No of Car Parks. 50
No of Car Parks to be Provided with Ratio 1:1000 250
Shortfall 200
%age 80%
No of Car Parks to be Provided with Ratio 4:1000 1,000
Shortfall 950
%age 95%
Unspecified on street parking also adds to the problem.
The case was majorly observed in already congested
commercial areas of Tariq road, Bahadurabad, Saddar,
Hyderi and Clifton in Karachi. In contrast, provision of
proper curb parking and service lanes can be effectively
functional for minimizing congestion in traffic movement as
well as pedestrian and vehicular conflicts while crossing
the road.
3. Pedestrian Realms and Public Transportation
During the survey and onsite investigation, pedestrian
realms and access points around shopping malls were
found to be limited, with snowballing vehicular and
pedestrian traffic conflicts. Marketing and leasing head4 of
a shopping mall in Clifton, Karachi informed about traffic
circulation and security constraints that ‘malls are highly
secured amenities, so if public transport is nearby, due to
too many vehicles, a chaos erupts resulting in security
breaches. Therefore, mall’s management wants the public
transportation services at a safer distance from the
shopping mall’. Uncontrolled and undetermined law and
order situation makes the shopping malls fortified with
strict security checks. About Incorporation of public
transportation system into the immediate vicinity of
shopping malls, architect Yawar Abbas Jilani5 an expert of
mall design, shared his views. In his words, ‘unfortunately,
our urban structure is not developed up to the extent on
which our building sector has developed. Public
transportation are not convenient for majority classes i.e.,
middle, upper middle or high income groups, therefore,
people prefer to travel by their own conveniences. As
architects and designers we would respond towards given
challenges. At present, there is no public transport system
worth the name in Karachi. In future when train or bus
services will be introduced, developers would fight to
integrate those facilities into their buildings as the rental
prices would increase along with property values’.
Using enhanced paving, level difference, landscape
islands or low height railing and fences can be proposed
to minimize conflicts while pedestrian and vehicular
circulation. Defined separate passages for both pedestrian
and vehicles shall be provided.Multiple access points to
site and building shall be provided. For services and utility
access, separate yet convenient channel should be
4 5
Marketing & Leasing Head of a mall in Karachi, Pakistan
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
M2 M3 M4 M5
55,000 sqft 55,400 sqft 600,000 sqft 3,659,700 sqft
40 90 1100 1,200
55 55 600 3,660
15 - - 2,460
27% 0% 0% 67%
220 220 2,400 146, 388
180 130 1,300 145,188
82% 59% 54% 99%
provided with appropriate turning radii for trucks. For
safety and convenience of mall visitors separate drop off
lanes with clearly indicated signage shall be provided to
avoid traffic jams while cars stop to discharge passengers.
4. Site Planning and Landscape Design
Shopping malls survey in Karachi revealed landscape
areas around the malls along with outdoor sitting spaces
are quite limited. The user experience was also not
favorable (see Table 4). Absence of landscape features in
parking lots was a common observation. There is an
overall need for site features such as trees, monuments,
benches, water bodies, signage and trash bins. The
cleanliness and hygiene condition inside malls is quite
satisfactory however the immediate outside conditions
needs special concern (see Table 4).
Community Spaces such as sitting islands while waiting for
cars, walkway planters, patios, sitting spaces outside tea
or coffee shops, water bodies etc. should be provided to
enhance overall ambiance around malls. Building footprint
is considerable for provision of outdoor quality spaces in
proportion with enclosed area and Orientation is significant
to incorporate local climate factors such as wind
movement and sun path for incorporating natural day light.
There should be adequate site furniture such as trees,
sitting benches, signage, monuments, street lights, fences,
screen walls, trash bins etc. The overall feel of hardscape
needs to be softened with natural treatments such as
placing planters, water bodies, landscape islands to
enhance ambiance of mall site while accessing and
exiting. Parking lot landscape is essential for visual relief,
regulating microclimate, enhancing ecology and providing
shade for cars and pedestrian movement.
5. Design Features and Services
In shopping mall design and development, a general lack
of concern can be extensively found for incorporating
natural light and ventilation. An introvert design approach
with minimum or no use of daylight and natural ventilation
and complete reliance on artificial means of cooling
strategies was a common observation during survey of
malls of Karachi. The demand of artificial lighting,
mechanical cooling and ventilation systems is more
Principal Architect, Arcop Associates, Karachi, Pakistan

accelerated with unsustainable level of construction
materials in building sector of Pakistan such as glass,
aluminum composite panels, curtain walls and glazing that
does not suit the warm climate of this region. Instead of
curtain walls recessed windows with glazing shall be
proposed. Building cladding having adequate time lag
shall be considered for heat insulation from outside.
In few malls basic facilities like mid-way resting or sitting
spaces, litter boxes, lost and found desks, and guidance
signage for fire exits, prayer, toilet, and handicap access
were not easy to find. Essential services like fire exits,
access and mobility facilitation for disabled people are
provided in very few of shopping malls (see Table 4).
Provision of ramps and sensory design aspects must be
incorporated for people with special needs. The architect
of the Forum mall, Habib Fida Ali referred the same
problem by stating that ‘there’s a lot of demand for malls
now but most developers compromise on safety standards
and other civic issues. I had a hard time convincing the
developers of a mall to provide adequate space for
parking. And most developers tend to neglect escape
routes, parking facilities and other amenities as well as the
commitment to design, quality, innovation and delivery.’
The problem demands for a system of checks to prevent
violation of building standards and codes (Rind, 2013).
Varied building forms and profiles shall be proposed to
break the huge massing and relating with varying profiles
of adjacent buildings. Human scale should be considered
for building physical and visual accessibility. Main
entrance shall be dominating with some recognizable
features. Concern for natural light provision and ventilation
must be pre-requisite. Parking area lighting must be
adequate while being functional and attractive. All lighting
must be carefully switched off when mall is closed. Street
lighting should be consistent with surroundings and ease
pedestrians. Building lights should enhance architectural
features. Comprehensive Signage Program and design is
essential as site furniture for visitors’ convenience
regarding identity and directions. Internally illuminated
signage without glare, carefully selected material, color
and size should be preferred.
Besides careful architectural design and placement of a
mall in urban quadrant in an appropriate manner, there are
some other aspects vital for commercial success of a mall.
These include brand selection, visitors’ circulation paths,
space price structure, maintenance and occupancy status.
For successful operation and management of a mall, it was
found during the survey that shops should not be sold,
rather they should be rented. It helps to control the brands
placement in order to circulate the movement flow of
shoppers. Commodity price trends are also an important
variable. While dilating on the market trends, architect
YawarJilani informed that now days, due to multiple
economic constraints, international brands are dwindling
due to unaffordable price structure. Local brands are
excelling in the market since the price structure is not on
the high end like international brands. Also mentioned;
Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan
Int. Res. J. Archit. Planning 121
when the Ocean mall introduced local brands, people’s
influx picked up from 1200 to 12000 per day. It was
remarkably influential for other retailers and outlets in the
mall. It is more convenient for mall management to
upkeep, renovate and maintain a mall in which maximum
shops are operational on rental basis.
CONCLUSION
Shopping needs and areas are expanding. Today’s
shopping malls are not only the merchandizing enclaves
but they are multi-user spaces with variety of functions
hence portraying a ‘life style’ of consumerism and
socialization. They offer variety of architecturally designed
spaces which are primarily indoor spaces. Under the facts
being discussed in this research paper about shopping
malls in Pakistan, design guidelines need to be drawn to
further uplift the built form of shopping malls and the
surrounding context which are on pace of continuous
evolution. Negligence of several aspects of retail planning
and development such as improving livability,
management of traffic volumes and pedestrian approach,
insufficient parking spaces, lack of well managed public
outdoor spaces and landscape around are some mentions
required to enhance quality of life and urban environment
in Karachi. Strategic location of a shopping mall that allows
convenient access, higher scale provision of parking and
ancillary spaces along with smooth traffic circulation
planning, provision of unobstructed pedestrian realms,
outdoor sitting spaces integrated with landscapes and
incorporating several design features and services can
potentially increase overall performance of shopping malls
in Karachi.
Architects and realtors may do well while designing to
contextually assimilate their creation in respect to scale,
volume, social and aesthetic integration and services.
Careful alignment of traffic circulation routes, entry exit
points, designed ‘on’ street or ‘off’ street parking and of
pedestrian paths around a shopping mall can remarkably
increase vitality and viability of the locality. Ideally, a mall
is developed as a complex surrounded by ample space for
parking, landscape and service provision. It can be best
suited in such locations where the traffic volumes are
manageable and do not get over burdened due to the
intensification of commercial activity. The provincial and
local governments which are now authorized to undertake
planning and developmental control should initiate
scientific studies to assess the impacts of the planned and
unplanned commercialization in order to rationalize the
site choices for malls.
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Citation: Tahseen F, Ahmed N (2020). Investigating the
Emergence and Performance of Shopping Malls from
Design Review and Users’ Perspectives in Karachi,
Pakistan. International Research Journal of Architecture
and Planning. 5(1): 111-122.
Copyright: © 2020. Tahseen and Ahmed. This is an open-
access article distributed under the terms of the Creative
Commons Attribution License, which permits unrestricted
use, distribution, and reproduction in any medium,
provided the original author and source are cited.