Transformative Influence of Shopping Malls on Albanian Consumer Behavior

Abstract

The emergence of shopping malls in Albania has had a remarkable impact on the behavior of Albanian consumers. Initially, people visited these malls out of curiosity, then for entertainment, and eventually for shopping purposes. The new retail format has started changing the way customers shop. By offering products and services that appeal to customers they simultaneously provide a friendly and pleasant environment. This study delves into the impact of shopping malls on consumer behavior in Albania, focusing on factors such as product availability, accessibility, and atmosphere. A quantitative approach was utilized, emphasizing deductive reasoning. Primary data was collected through face-to-face surveys and analyzed with SPSS. According to the results, customers love shopping malls for their variety of products, exclusive items, and safe environment. They find malls accessible, thanks to easy navigation and parking, and they highly value cleanliness. The study highlights the significant impact of shopping malls on Albanian consumer behavior, driven by product variety, convenience, and amenities.    Received: 5 March 2024 / Accepted: 21 June 2024 / Published: 02 July 2024