Shopping Mall Entrance Design


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Shopping Mall Entrance Design

  1. 1. By: Himanshu Bansal (10020516)Guide: Prof. Pardeep YammiyavarStudy of Entrance in Shopping ComplexesIssues in DesignEnd-Semester PresentationDesign Project-2 (DD 312)Systems approach to design
  2. 2. ObjectivesTo study the visitors behavior and find their preferences among different factors and elementsrelated to Indian shopping mall entranceTo purpose design guidelines which would provide help while designing entrance area inIndian shopping malls
  3. 3. Field StudySit on the stairsVisitors typesWhere to proceedWhether to enter
  4. 4. Design ProblemHow to design a shopping mall entrance concerning following issues:Visually attractive enoughEffective communication of reasons to enter in the mallGuidance in proceeding after enteringRelaxationServices before entrance
  5. 5. Previous WorksShopping BehaviorTechnological Intervention3, 7Way finding6Specifically on entrance8
  6. 6. Factors associated with mall entranceAesthetic appearance of the mallQualitative edge of the mallWay-finding6De-stressing facilities4,5Pre-shopping services4,5
  7. 7. Questionnaire for importance of sub-factors5 factors sub-divided into 18 sub-factors ( developed from observations and literature research2, 8, 9)18 likert scales items on 5 level importance34 participants3 different malls(camera was being used for documentation)Sub-Groups No. of ParticipantsGenderFemale 12Male 22Age<=25 16>25 18Shopping ValueHedonist 16Utilitarian 18
  8. 8. Hedonist vs. Utilitarian1Independent sample t-testAdequate open spacenear the entranceEase in finding waysto reach intendedlocationThese two sub-factors have significantly more importance for Utilitarian than Hedonist
  9. 9. CorrelationNo two sub-factors are strongly correlated
  10. 10. Significantly Important and not important sub-factorsPaired sample t-testSignificantly ImportantConvenient parking lot near the entranceKnowing different sections of mallAdequate open space near the entranceSignificantly UnimportantPromotional product stalls after entering into the mallEase of locating cinema ticket counter if existsDisplay of popular brand logos at entranceLandscaping or greenery near the entranceItem no.(arranged according to mean) MeanNo. of factors with lesssignificant importanceNo. of factors with moresignificant importanceME_12 4.3939 12 0ME_2 4.0882 6 0ME_5 4.0882 5 0ME_8 4.0588 4 0ME_15 4.0588 4 0ME_18 4.0294 4 1ME_7 4 4 1ME_6 3.9697 3 0ME_14 3.9412 3 1ME_3 3.8824 2 1ME_1 3.8235 2 1ME_9 3.7353 1 1ME_10 3.6471 1 1ME_17 3.6176 1 3ME_11 3.4118 1 7ME_13 3.4118 1 10ME_16 3.3636 1 9ME_4 2.7941 0 17
  11. 11. Eye tracking on 4 shopping mall front wall images16 participants divided into 4 groupsInstruments usedTobii Eye TrackerClear View SoftwareSelf clicked images of shopping mall frontMethodology usedExperiment BriefingCalibrationEye TrackingLatin Square for sequencingWhite slide in-between for 3 secondsEach mall slide for 20 secondsRetrospective(Sony handycam was being used for documentation)
  12. 12. Eye tracking on 4 shopping mall front wall imagesHeat Maps or Hot SpotUsed it for quantitative researchGaze PlotUsed it for retrospective
  13. 13. Inferences from heat mapsAnalyzed total AoIs frequencies of different mallsHighly dense areas with information or visual elementsMall name bannersLower part of shopping mallsFront wall (without any information display): Low AoIBig Bazaar came up with most no. of areas of interest: 7AoIs in Dona Planet were mostly restricted to 3Entrance gate of Sohum Emporia: Low AoIBillboards in Sohum Emporia: AoIs for all 4 stimulus
  14. 14. Comparing 4 malls on the basisof 5 factorsInstruments usedSelf clicked images of shopping mallComputer screen to show imagesVideo Camera for documentationMethodology usedBriefing about meaning of each item and how to fillRankingRetrospective25 participants
  15. 15. Comparing 4 malls on the basis of 5 factors01234AestheticQualitativeWay-FindingDe-StressingPre-shoppingHub Mall01234AestheticQualitativeWay-FindingDe-StressingPre-shoppingDona Planet01234AestheticQualitativeWay- FindingDe-StressingPre-shoppingSohum Emporia01234AestheticQualitativeWay- FindingDe-StressingPre-shoppingBig Bazaar
  16. 16. Retrospective/QualitativeVibrant and warm colorNeat, Classy due to glasses and rectangular blocksSymmetry and converging entranceMore than one entrancesLightingTemporary installmentsColorful pattern on wallContrasting and nice billboardsPerpendicular information displayUse of display window
  17. 17. Design GuidelinesThink about target visitor group and factorAesthetic AppearanceColor of the mall: warm or cool2Unusual and interesting architectural elementsReflective GlassesName logo should be attractiveBrand Patterns on wallQualitative EdgePlace important banners on lower halfImage + some big wordsColor contrast and graphics of bannerOn mall front wallImportant information near name banner (tagline)Not only perpendicular placementUse of display windowWay findingKnowing different sections within the mallVisibility of stairs or liftEmphasis on entranceSymmetricConvergingChange in formsSignagesPosition of other servicesFloor wiseMaximum labeling of productsPath helpful rather than confusingOnly oneHelp through signages
  18. 18. Design GuidelinesThink about target visitor group and factorDe-stressingAdequate space near the entranceGreenery is not much importantLightingSpacious pathsSitting benches near entranceMultiple entrancePre shopping servicesSufficient parking area is very importantBaggage submission: near entrance gateSignage: Parking, ATMMovie ticket counter is not as much importantPromotional product stallsAvoidPosition such that they don’t affect visitors’primary actions
  19. 19. Future WorksTo make a 3D model of shopping mall entrance on the basis of design guidelinesTo take rating from participants on same 5 factors and then compare it with existing ones.
  20. 20. References1) Babin, BarryJ., Darden, William R., and Griffin, Mitch: Work and/ or Fun: Measuring Hedonic and Utilitarian Shopping Value.Journal of Consumer Research 20 (March 1994): 644–6562) Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of retailing, 59(1), 21-453) Bohnenberger, T., Jameson, A., Krüger, A., & Butz, A. (2002, January). User acceptance of a decision-theoretic location-awareshopping guide. In Proceedings of the 7th international conference on Intelligent user interfaces (pp. 178-179). ACM4) Carmona, M., & Tiesdell, S. (Eds.). (2007). Urban design reader. Amsterdam: Architectural Press.5) CARR, S., et.all. (1992), Public Space, Cambridge University Press, Cambridge6) Chebat, J. C., Gélinas-Chebat, C., & Therrien, K. (2005). Lost in a mall, the effects of gender, familiarity with the shopping mall andthe shopping values on shoppers wayfinding processes. Journal of Business Research, 58(11), 1590-15987) Gilliéron, P. Y., Buchel, D., Spassov, I., & Merminod, B. (2004, May). Indoor navigation performance analysis. In Proceedings ofthe 8th European Navigation Conference GNSS (pp. 17-19)8) Kusumarini, Y., de Yong, S., & Thamrin, D. (2012). Entrance and Circulation Facilities of Malls in Surabaya: A universal interiordesign application. Procedia-Social and Behavioral Sciences, 68, 526-5369) Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal ofretailing, 74(4), 515-539