Designed Environment in Malls and the

Shopping Behavior of Young Metro Professionals

Problem Statement:

Nowadays, shopping malls are multiplying rapidly in the Philippines, a phenomenon

particularly observed in most urbanized centers of the country. More than simply a place to
purchase goods, these facilities, now referred to as "temples of consumerism" (and associated
with the emergence of "mall culture"), have become a primary place for community and
social interaction and an essential element in the daily lives of many people.
The impact of this phenomenon in the lives of urban residents cannot be over
emphasized. Observably, young and old people alike are somewhat hooked in frequenting
mall centers for enumerable, variety of reasons. Previous research has shown that ambient
and social signs are important factors affecting customer's effective habits which influence
shopping behaviour in the environment of the shopping mall (Sadeghi and Bijandi 2011 ).
There seems to be a connection between the design of mall facilities and the way customers
behave toward their buying decisions.
Hence, the intent of this research is to analyze the design environment of selected
shopping malls and determine its influence in the shopping behavior of mall users,
particularly focusing on young professionals. The research aims to organize a body of
knowledge that can lead to a deeper understanding of the significance of design applied in
shopping environment and how it influences young consumers' behavior.

Keyword: mall design, shopping behavior, mall culture