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Figure 11: Vicinity of shopping mall and opinion of respondents about mall becoming part of life in nowadays culture. Figure 11 shows that vicinity of a shopping mall is important to 43,5% of respondents, while 21% ot them stated that it depends on their available time, purpose of visit, location of their residence, choice of content and brands, and ease of reachability by public transport, etc. Only 35,5% of respondents stated that vicinity of shopping mall is not important. More than 60% of participants claim that shopping malls did not became part of their life, but 25,4% of them admit that they agree with this statement.

Figure 11 Vicinity of shopping mall and opinion of respondents about mall becoming part of life in nowadays culture. Figure 11 shows that vicinity of a shopping mall is important to 43,5% of respondents, while 21% ot them stated that it depends on their available time, purpose of visit, location of their residence, choice of content and brands, and ease of reachability by public transport, etc. Only 35,5% of respondents stated that vicinity of shopping mall is not important. More than 60% of participants claim that shopping malls did not became part of their life, but 25,4% of them admit that they agree with this statement.

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Figure 1: Demographic profile of the sample (sex, age and employment status of respondents) The results are based on responses from 138 respondents. Questionnaires and face-to-face interviews were used in collecting data from the target population. Selected demographic information of the respondents, including gender, age, city and employment status, are presented in Figure 1.
Figure 1: Demographic profile of the sample (sex, age and employment status of respondents) The results are based on responses from 138 respondents. Questionnaires and face-to-face interviews were used in collecting data from the target population. Selected demographic information of the respondents, including gender, age, city and employment status, are presented in Figure 1.
Most of the respondents mentioned the positive aesthetics of malls, such as pleasing colors, attractive lighting, warmth, and so on. Overall score for climate control is 3.38. Instead of common opinion that shopping malls are more preferred than city streets because of their safety, the results indicate that this is not the reason why people are choosing to stay in closed mall. Overall score for safety as a factor that makes shopping mall preferable choice is 2.22. In order to assess why shoppers are preferring shopping malls instead of public spaces and shopping streets, such as Knez Mihailova street in Belgrade, the respondents were presented with a list of seven statements and asked to rate how much they agreed with each of them. The statements were measured on a five-point scale, with following responses: strongly agree-5; agree=4; neutral=3; disagree -2; strongly disagree- 1. Average score for each statement was calculated and the results disintegrated by type of respondents, with results displayed below, in Figures 4, 5 and 6.
Most of the respondents mentioned the positive aesthetics of malls, such as pleasing colors, attractive lighting, warmth, and so on. Overall score for climate control is 3.38. Instead of common opinion that shopping malls are more preferred than city streets because of their safety, the results indicate that this is not the reason why people are choosing to stay in closed mall. Overall score for safety as a factor that makes shopping mall preferable choice is 2.22. In order to assess why shoppers are preferring shopping malls instead of public spaces and shopping streets, such as Knez Mihailova street in Belgrade, the respondents were presented with a list of seven statements and asked to rate how much they agreed with each of them. The statements were measured on a five-point scale, with following responses: strongly agree-5; agree=4; neutral=3; disagree -2; strongly disagree- 1. Average score for each statement was calculated and the results disintegrated by type of respondents, with results displayed below, in Figures 4, 5 and 6.
Figure 5: content concentration (score 3,33); people concentration (score 1,81)
Figure 5: content concentration (score 3,33); people concentration (score 1,81)
Figure 6: Shopping brands (score 3,10); shops, cafes, leisure activities (score 2,25) [he respondents agree that shopping malls offer many choices through a wide variety of branded stores and ood courts. Opposite to a common opinion that leisure activities are important when choosing a shopping lace, 40% of participants strongly disagree with this opinion; only 8% of them find it very important. However, some are concerned that there is a shortage of retailers, who meet their changing needs. 75 out of 138 respondents mentioned in negative context “crowds” or “lots of people” in shopping malls. They strongly disagree that big concentration of people is preferable in choice of shopping place. They find the malls noisy, due to constant crowds. Only 7 participants liked that the large concentration of people in shopping malls. However, content concentration is important for majority of the participants.
Figure 6: Shopping brands (score 3,10); shops, cafes, leisure activities (score 2,25) [he respondents agree that shopping malls offer many choices through a wide variety of branded stores and ood courts. Opposite to a common opinion that leisure activities are important when choosing a shopping lace, 40% of participants strongly disagree with this opinion; only 8% of them find it very important. However, some are concerned that there is a shortage of retailers, who meet their changing needs. 75 out of 138 respondents mentioned in negative context “crowds” or “lots of people” in shopping malls. They strongly disagree that big concentration of people is preferable in choice of shopping place. They find the malls noisy, due to constant crowds. Only 7 participants liked that the large concentration of people in shopping malls. However, content concentration is important for majority of the participants.
Related topics:
Identity (Culture)Urban Public Open SpaceArchitecture and Public SpacesSemi-public Space
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