INTRODUCTION

Consumer preference refers to the decisions that customers make in order to enhance
their happiness. Consumers have some control over the types of items they purchase, but they
cannot always get what they desire. The notion of consumer preference has been around for
decades. It has been used to explain consumer behavior. Consumer preferences may be used
in a variety of ways, including marketing, advertising, product design, and so on. According to
the idea, customers are impacted by their own preferences, the preferences of others, and the
circumstances in which decisions are made. Societal norms and cultural values, which may be
interpreted as societal pressure to adhere to specific actions or views, can impact consumers.
Retail businesses operate in a highly competitive market. Retailers must continually
study client preferences and choices in order to acquire new customers and maintain existing
ones. Shopping malls can operate as multipliers for tenant sales income by pre-planning and
executing tenant choices such that they complement one another, boost customer flow, and
promote sales by providing space and infrastructure for effective consumer engagement with
goods and services. Retail enterprises have experienced consistent growth in recent years. He
et al. (2021) emphasized the significance of real-time consumer information in driving
sustainable property development as well as the significance of innovation in encouraging
sustainable property development. When making a purchasing decision, consumers weigh a
number of options. The relevance of consumer happiness in the purchase process is also
emphasized by researchers. The shopping center's goal is to fulfill the demands of customers
and, in certain cases, surpass their expectations.
A shopping mall is a collection of retail and other commercial enterprises that are
owned and managed as a single property. Shopping malls now provide customers with services
such as quick access to a preferred mix of businesses within a controlled environment, resulting
in a fulfilling and safe shopping and leisure experience. Shopping orientation is described as a
buyer's style that includes interests, ideas, attitudes, purchase preferences, activities, and
purchasing behavior both during and after the shopping process. The traditional supermarket
and food stores Convenience stores, supermarkets, grocery chains, and fast food businesses.
Furthermore, the country saw a transition in the early twenty-first century with the establishment
of numerous department stores, supermarkets, discount shops, chains, shopping malls, and the
introduction of hypermarkets. These formats were popular among the upper middle class and
rich consumers because they offered amenities such as atmosphere, shopping environment,
one-stop shopping, and a wide range of items.
Consumers today want superior quality products at a low or competitive price, improved
service and ambience for shopping, and a better shopping experience. Retail stores must
identify with varied lifestyles on the periphery of society's classes. The allure of other malls
appeals to both the current rich elite and those who aspire to join them. As a result, one might
expect the retail revolution to emerge in tandem with societal economic improvement.
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Assessing Customer Preferences for Shopping Centers: Effects of Functional

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● https://study.com/learn/lesson/consumer-preference-concept-assumptions.html

● Gulati, P., Jain, N., & Chhavi. (2022). A STUDY ON CONSUMER

SATISFACTION IN RETAIL STORES. ResearchGate.

https://www.researchgate.net/publication/361440021_A_STUDY_ON_CONSUM

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● Hashim, N. H., Lamba, J. D. A., Hassan, N. N., & Rozihas, W. N. W. M. (2022).

Lifestyle, Entertainment and Retail Atmospherics of Customer’s Preference

Towards A Shopping Mall. E-Academia Journal, 11(1), 56–66.

https://doi.org/10.24191/e-aj.v11i1.18271

● https://www.jetir.org/papers/JETIR1903094.pdf