CHAPTER 1

INTRODUCTION

RATIONALE OF THE STUDY

A shopping mall is a mercantile establishment consisting of a carefully

landscaped complex of shops representing leading merchandisers. A shopping arcade is a

specific type of shopping precinct which is usually distinguished in English for mall

shopping by the fact connecting walkways are not owned by a single proprietor and in

open air. Shopping malls in 2017 accounted for 8% of retailing space in the United States.

Many early shopping arcades such as the Burlington arcade in London, The Ga lleria

Vittorio Emanuele II in Milan, and numerous arcades in Paris are famous and still trading.

Also many early shopping centers such as the Trajan’s Ma rket in Rome located in

Trajan’s Forum that is thought to be the world's oldest shopping center and the Grand

Bazaar of Istanbul one of the largest covered shopping centers in the world, with more

than 58 streets and 4,000 shops.

Technical innovations such as electric lighting and escalators were introduced

from the late 19th century. From the late 20th century, entertainment venues such as movie

theaters and restaurants began to be added. As a single built structure, early shopping

centers were often architecturally significant constructions, enabling wealthier patrons to

buy goods in spaces protected from the weather.

(https://en.wikipedia.org/wiki/Shopping_mall)

Shopping has always been very fun, exciting and enjoyable. It is one way of

family gathering and are great meeting opportunities for friends to catch up over coffee

our country but all over the world. Our country in particular have notable shopping malls
such as SM Mall of Asia or fondly known as SM MOA which is considered as the fourth

largest shopping mall in our country. As stated by the Manila Condotel.ph,”More than

just a Mall, the SM Mall of Asia is a tourist destination that has raised the standard of

shopping, leisure, economy and entertainment in the Philippines”. Same is true wit h other

largest shopping malls in our country that is why new malls are being built and developed.

With these, the researchers envisioned of constructing a shopping mall in the province.

The researchers have chosen the Municipality of Binmaley mainly because of its

growing population of 83,052 in accordance with the latest census (2015). Far more than

that, Binmaley is a 1st class municipality in the province of Pangasinan. It is located

along the central coastland of Pangasinan facing the South China Sea, in between

Lingayen and Dagupan City. The town is famous for its bangus (milkfish) aqua-culture,

due to the existence of its numerous fishponds (pokok in the Pangasinan language).

Binmaley’s town center has a beautiful Baroque cathedral dating back to the 17th century.

Its name roughly means "the place which became a town" or "went to town" in the

Pangasinan language. (Wikipedia.com)

Taking into consideration also that the town of Binmaley has only one existing

mall (Magic Mall), the researchers arrived into putting up a shopping mall which will

cater the community’s growing needs and demands. The construction of shopping mall in

the municipality typically comes with the promise of increase in economic activity and

local employment. It will strengthen the economic system for the reason that it will surely

enrich the location. In this point of view, it will provide many job opportunities for

unemployed people. Also, malls can attract many people’s attention and in this way

numbers of visitors. Local authorities can collect bigger revenue from taxes which can

also increase annual income of the municipality. It is more likely to upgrade public
services such as training and education, health services, public transportation which

contributes to improve living standards in Binmaley.

STATEMENT OF THE PROBLEM

The project study is focused on the construction of a Four-storey Shopping Mall

to be constructed in Nansangaan, Brgy. Biec, Binmaley, Pangasinan.

The main problem of this proposal would be the selection of what type of

structure should be constructed to be able for the said building to adapt and change in

both style and substance to suit the interest of the people.

The following are the sub-problems that tend to provide solutions to the major

problem:

1) Is the location accessible enough for customers and suppliers?

2) What are the facilities/services to be provided by the proposed project?

3) What are the design considerations needed by the project?

4) How will the parking area be managed to provide a hassle-free parking for the

customers?

HYPOTHESIS

The researchers’ hypothesis for this study is building a shopping mall in Binmaley

that will cater the needs of the people as well as the growing demands of the community

with adequate facilities and effective architectural and structural design taking all the

considerations and benefits the municipality could get as stated in the previous part of the

study.
SIGNIFICANCE OF THE STUDY

The Municipality of Binmaley can be a great example of a developing town. At

this state, they will be needing something more to further boost their economy, structures

that symbolizes that the town is ready for innovation. Because of the Proposed Shopping

Mall, the town will be able to maximize its potentials in tourism and will be benefited by

the revenue of the building through taxes.

The project will not only open up opportunities to those unemployed people of

this town to have a job but also provide a potent, long term economic booster for the

town if managed well. The main importance of the construction of the shopping mall in

Binmaley is to provide entertainment, and to give a better area for people to hang out, eat,

shop and enjoy with their family and friends. It can also be the best place for special

gatherings, town big events or even promotions of the town’s best products. Since it is

the first Proposed Shopping Mall in Binmaley, it will surely pro vide better living on the

residents of the town, it will also attract even more investors especially if the structure

earns appreciations, which would open up opportunities to other construction

establishment around its vicinity soon.

BASIC ASSUMPTIONS

These are the basic assumptions considered in the study:

1. The construction of the proposed shopping mall is possible in all aspects such as

financial, technical, social and environmental.

2. All permits, licenses and clearances are secured necessary for the co nstruction of

the proposed project.

 3. It is assumed that the residents surrounding the site, barangay officials and

municipal officials were fully informed about the proposed project and approved

with complete knowledge and agreed upon the consequences that may occur

during and after project construction.

4. All safety precautions were disseminated among the residents surrounding to

prevent accidents during and after construction.

5. The geotechnical data gathered and used in designing the project are reliable.

6. Material test have been made in all the materials to be used and are meeting the

ASTM standard.

SCOPE AND DELIMITATIONS OF THE STUDY

This project study covers the feasibility analysis, structural analysis,

architectural design, estimates and bill of materials. Due to the limited time and resources,

geotechnical investigation of the chosen location will not be presented. The soil bearing

capacity gathered by the researchers is based on the data provided by the DPWH

(Department of Public Works and Highways) Lingayen.

Also, the researchers delimit the said study on other fields involved in the

construction of the establishment such as plumbing layout, electrical layout, mechanical

and technical aspects due to limited knowledge for such specializations.

DEFINITION OF TERMS

DPWH (Department of Public Works and Highways). Engineering and construction

of the Government tasked to continuously develop its technology for the purpose of

ensuring the safety of all infrastructure facilities and securing for all public works and

highways the highest efficiency and quality in construction.

ASTM (American Society for Testing and Materials). An international standards

organization that develops and publishes voluntary consensus technical standards for a

wide range of materials, products, systems and services.

Shopping arcade. A place where a number of shops are connected together under one

roof.

Tourism. Travel for pleasure or business; also the theory and practice of touring, the

business of attracting, accommodating and entertaining tourists, and the business of

operating tours.
 CHAPTER II

REVIEW OF RELATED LITERATURE AND STUDIES

This chapter represents a brief review of related literatures and studies which

helped the researchers in forming the different kinds of concepts formulated in the

present study. These materials include books, thesis and research studies and other related

articles from the web.

REVIEW OF FOREIGN LITERATURE

SHOPPING MALLS

Market and bazaars are the earliest and still surviving concentrated shopping

centers which developed into, sophisticated arcades, malls and later into today’s street

mall which still operates worldwide.

A shopping street which was an organic development as seen in our major

highways was the next alternative to the open market. Under this arrangement, ground

floors of domestic buildings are gradually being transformed into shops.

Series of social and shopping activities started since the beginning of the 19th

century, eventually transformed into retailing. The trend today is to look at shopping as

an economic function only and to ignore the basic sociological conditions.

According to Opara (1988), experience dating back to the medieval periods shows

that shopping centers evolved from the open-market operation. An example is the

trans-Saharan trade of the eighteenth (18th) century where buying and selling of Gold
and salt between the Arabian Peninsula and the North African sub-region in the open

market operation.

The earliest type of retail trading system which still plays a part in modern life,

however, is that of the market and its history which stretches back to many centuries,

even though over the course of time the functions of the market has changed.

History of Shopping Malls

The first structure resembling what is considered to be a “shopping mall” built in

the present-day is located in the City of Damascus, the capital city of Syria. It is called

Al-Hamidiyah Souq in old Damascus and dates back to the seventh century. Isfahan’s

Grand Bazaar, which is largely covered, dates from the 10th century. The 10 kilometer

long covered Tehran’s Grand Bazaar also has a long history. The Grand Bazaar of

Istanbul was built in the 15th century and is still one of the largest covered markets in the

world, with more than 58 streets and 4,000 shops.

Gostiny Dvor in St. Peterburg which was opened in 1785, may be regarded as one

of the first purposely-built- mall- type shopping complex, as it consist of more than 100

shops covering an area of over 53,000m² (570,000 sq ft). The Oxford Covered Market in

Oxford, England opened in 1774 and still runs today.

The Burlington Arcade in London was opened in 1819. The Arcade in Providence,

Rhode Island introduced the retail arcade concept to the United States in 1828. This was a

forerunner of today’s shopping mall. The Galleria Vittorio Emanuele II in Milan, Italy

followed in the 1870s and is closer to large modern malls in spaciousness. Other large

cities created arcades and shopping centres in the late 19th century and early 20th century,

including and Cleveland Arcade, Dayton Arcade and Moscows’ GUM, which opened in
1890. Early shopping centres designed for the automobile include Market Square, Lake

Forest, Illinois (1916) and Country Club Plaza Kansas

City, Missouri (1924).

An early indoor mall prototype in the United States was the Lake View Store at

Morgan Park, Duluth, Minnesota, which was built in 1915 and held its grand opening on

July 20, 1916. The Architect was Dean and Dean from Chicago and the building

contractor was George H. Lounsberry from Duluth. The building is two stories with a full

basement, and shops were originally located on all three levels. All of the stores were

located within the interior of the mall; some shops were accessible from inside and out.

In the mid-20th century, with the rise of the suburb and automobile culture in the

United States, a new style of shopping centre was created away from downtown.

DEFINITION OF SHOPPING MALLS

The definition of shopping mall differs from places and circumstances. The

general idea behind a shopping mall is a collection of different commercial activities

taking place in one entity. There are two basic perspectives gearing towards defining

what a shopping mall is or should be.

The encyclopedia Britannica (2009) defines a shopping mall as “a collection of

independent retail stores, services, and a parking area conceived, constructed, and

maintained by a management firm as a unit. Shopping malls may also contain restaurants,

banks, theatres, professional offices, service stations, and other establishments”. The

oxford advanced learner’s dictionary defines shopping mall as “a large group of shops or

stores built together under one roof and closed to traffic”. The Wikipedia encyclopedia

(2007) defines a shopping mall as “a building or set of buildings that contain a variety of
retail units, with interconnecting walkways enabling visitors to easily walk form unit to

unit”.

The Microsoft Encarta (2008) defines shopping malls as “collection of retail

businesses in a building or set of buildings under one ownership or management”.

Cyril, M. (2006) defines a shopping mall as “A shopping centre enclosed within a

large structure; often two or three stories high, often designed around a cent ral atrium;

may have numerous stores, as well as entertainment facilities such as movie theatres,

fast-food outlets, restaurants, and public areas.”

REGIONAL DIFFERENCES

In most of the world the term shopping centre is used, especially in Europe,

Australasia and South America; however shopping mall is also used, predominantly in

North America and the Philippines. Outside of North America, shopping precinct and

shopping arcade are also used. In North America, the term shopping mall is usually

applied to enclosed retail structures (and is generally abbreviated to simply mall), while

shopping centre usually refers to open-air retail complexes; both types of facilities

usually have large parking lots, face major traffic arterials and have few pedestrian

connections to surrounding neighborhoods.

Shopping centres in the United Kingdom can be referred to as “shopping centres”,

“shopping precincts”, or “town centres”. The standard British pronunciation of the word

“mall” is as in “The Mall, London” – the tree- lined avenue leading to Buckingham Palace,

London and also like “pal” (friend). Mall can refer to either a shopping mall – a place

where a collection of shops all adjoin a pedestrian area – or an exclusively pedestrianized

street that allows shoppers to walk without interference from vehicle traffic. Mall is
generally used in North America to refer to a large shopping area usually composed of a

single building which contains multiple shops, usually “anchored” by one or more

department stores surrounded by a parking lot, while the term arcade is more often used,

especially in Britain, to refer to a narrow pedestrian-only street, often covered or between

closely spaced buildings (see town centre). A larger, often partly covered and exclusively

pedestrian shopping area is in Britain also termed a shopping centre, shopping precinct,

or pedestrian precinct.

The majority of British shopping centres are in town centres, usually inserted into

old shopping districts and surrounded by subsidiary open air shopping streets. A number

of large out –of-town “regional malls” such as Meadowhall, Sheffield and the Trafford

Centre, Manchester were built in the 1980s and 1990s, but planning regulations prohibit

the construction of any more. Out-of-town shopping developments in the UK are now

focused on retail parks, which consist of groups of warehouse style shops with individual

entrances from outdoors. Planning policy prioritizes the development of existing town

centres, although with patchy success. The Metro Centre, in Gatehead (nea r Newcastle

upon Tyne), is the largest shopping centre in Europe with over 330 shops, 50 restaurants

and an 11 screen cinema and Westfield London is the largest inner-city shopping centre

in Europe. Bullring, Birmingham is the busiest shopping centre in the UK welcoming

over 36.5 million shoppers in its opening year.

In Hong Kong, the term “shopping centre” is the most frequently used, and the

name of a shopping centre in Hong Kong usually contains the word “centre” or “plaza”.

The same is true for Portuguese-speaking Brazil, though with America spelling

“shopping centre”.

(https://en.kikipedia.org/wiki/Shopping-mall#Regional_differences)
EARLY EXAMPLES OF SHOPPING MALLS

The Arcade of Cleveland was among the first indoor shopping arcades in the US

and an

Architectural triumph. When the building opened in 1890, two sides of the arcade had

1,600 panes of glass set in iron framing.

An early shopping centre in the United States was Country Club Plaza, which

opened in 1924 in Kansas City, Missouri. Other important shopping centres built in the

1920s and early 1930s are the Highland Park Village in Dallas, Texas; River Oaks in

Houston, Texas; and Park and Shop in Washington, D.C.

The suburban shopping mall, as Americans and the world came to know it,

debuted in K ing Country (Seattle), Washington in April 1950. Originally known as

Northgate Center (now as Northgate Mall), it was an open-air complex of eighty stores

and services, anchored by a Seattlebased The Bon Marche. This idea was quickly copied

in several American cities, such as with Lakewood Centre (1951), in Lakewood,

California, Shopper’s World (1951), In Framingham,Massachusetts, Stonestown Centre

(1954), in Southfield, Michigan. Open-air-type malls were also built in Canada and

Australia. Don Mills Convenience Centre (now Shops at Don Mills) opened in 1955, in

Toronto, Ontario. Top Ryde Drive-In Shopping Centre (now Top Ryde City), started

trading to the public in 1957, in the environs of Sydney, New South Wales.

The fully enclosed shopping mall did not appear until the mid-1950s. The idea of a

regional-sized, fully enclosed shopping complex was pioneered in 1956 by the

Austrian-born Architect and American immigrant Victor Gruen designed Southdale

Centre, which opened in the Twin Cities suburb of Edina, Minnesota, USA in October
1956. For pioneering the enormously popular mall concept in this form, Gruen has been

called the “most influential Architect of the twentieth century”.

The first retail complex to be promoted as a “mall”, as it were, was Paramus, New

Jersey’s The Outlets at Bergen Town Center. The center, which opened with an open-air

format in 1957, was enclosed in 1973. Aside from Southdale Centre, significant early

enclosed shopping malls were Harundale Mall (1958), in Glen Maryland, Big Town Mall

(1959), in Mesquite, Texas, Chris- Town Mall (1961), in Phoenix, Arizona, and

Randhurst Center (1962), in Mount Propect, Illinois. The early malls moved retailing

away from the dense, commercial downtowns into the largely residential suburbs. This

formula (enclosed space with stores attached, away from downtown, and accessible only

by automobile) became a popular way to build retail across the world. Gruen himself

came to abhor this effect of his new design; he decried the creation of enormous “land

wasting seas of parking” and the spread of suburban sprawl.

In the UK, Chrisp Street Market was the first pedestrian shopping area built with

a road at the shop fronts. Developers such as Alfred Taubman of Taubman Centers

extended the concept further, with terrazzo tiles at the Mall at Short Hills in New Jersey,

indoor fountains, and two levels allowing a shopper to make a circuit of all the stores.

Taubman believed carpeting increased friction, slowing down customers, so it was

removed. Fading daylight through glass panels was supplemented by gradually increased

electric lighting, making it seem like the afternoon was lasting longer, which encouraged

shoppers to linger.

Ala Moana Center in Honolulu, Hawaii is currently the largest open-air mall in

the world and was the largest mall in the states when it was built in 1957. It is currently

the sixteenth largest in the country. The Outlets at Bergen Town Center, the oldest
enclosed mall in New Jersey, opened in Paramus on November 14, 1957, with Dave

Garroway, host of The Today Show, serving as master of ceremonies. The mall, located

just outside New York City, was planned in 1955 by Allied Stores to have 100 stores and

8,600 parking spaces in a 1,500,000 sq. ft. (139,000m²) mall that would include a

300,000 sq. ft. (28,000m²) Stern’s store and two other 150,000 sq. ft. (14,000m²)

department stores as part of the design. Allied’s Chairman B. Earl Puckett confidently

announced the Outlets at Bergen Town Center as the largest of ten proposed centers,

stating that there were 25 cities that could support such centers and that no more than 50

of this type would ever be build nationwide.

The largest mall ever is South China in Dongguan, China with gross area of

892,000m²

(9,600,000 sq. ft.). The world’s second – largest shopping mall is the Golden Resources

Mall in Beijing , China with gross floor area of 680,000m² (7, 3000,000 sq. ft.). The

world’s second- largest shopping mall is the Golden Resources Mall in Beijing, China

with gross floor area of 680,000m² (7,3000,000 sq. ft.). The SM City North EDSA in the

Philippines, which opened in November 1985, is the world’s third- largest at 460,000m²

(5,000,000 sq. ft.) of gross floor area, and SM Mall of Asia in the Philippines, opened in

May 2006, is the world’s fourth largest at 386,000m² (4,150,000 sq. ft.) of gross floor

area.

Previously, the title of the largest enclosed shopping mall was the West Edmonton

Mall is Edmonton, Alberta, Canada from 1986-2004. It is now the fifth largest mall. Two

of the largest malls are in China, South China Mall and Jin Yuan. Dubai Mall is the

largest mall in Middle East, currently ranked seventh in the world. The current largest
shopping centre in Europe is the Dolce Vita Tejo in Lisbon, Portugal, while the largest in

Australia is Chadstone Shopping Centre in Melbourne.

One of the world’s largest shopping complexes in one location is the two- mall

agglomeration of the Plaza at King of Prussia and the Court at King of Prussia in the

Philadelphia suburb of King of Prussia, Pennsylvania, United States. The King of Prussia

mall has the most shopping per square foot in the U.S.

The most visited shopping mall in the world and largest mall in the United States

is the Mall of America, located near the Twin Cities in Bloomington, Minnesota.

However, several Asian malls are advertised as having more visitors, including Mal

Taman Anggrek, Kelapa Gading Mall and Pluit Village, all in Jakarta-Indonesia, Berjaya

Times Square in Malaysia and SM Megamall in the Philippines. The largest mall in

South Asia is Mantri Square in Bangalore, India.

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NA.%20INTEGRATING%20SHOPPING%20AND%20RECREATION%20FACILITIE

S.pdf)

CLASSIFICATION OF SHOPPING MALLS

In many cases, regional and super-regional malls exist as parts of large

superstructures which often also include office space, residential space and amusement

parks. This trend can be seen in the construction and design of many modern supermalls

such as Cevahir Mall in Turkey. The International Council of Shopping Center’s 1999

definitions were not restricted to shopping centers in any particular country, but later

editions were made specific to the U.S. with a separation set for Europe.
Regional

A regional mall is, per the International Council of Shopping Centers, in the

United States, a shopping mall which is designed to service a larger area (15 miles) than a

conventional shopping mall. As such, it is typically larger with 400,000 sq ft (37,000m²)

to 800,000 sq ft (74,000m²) gross leasable area with at least two anchor stores and offers

a wider selection of stores. Given their wider service area, these malls tend to have

higher-end stores than need a larger area in order for their services to be profitable but

may have discount department stores. Regional malls are also found as tourist attractions

in vacation areas.

Super Regional Mall

A Super regional mall is, per the International Council of Shopping Centers, in

the U.S. a shopping mall with over 800,000 sq ft (74,000m²) of gross leasable area, three

or more anchors, mass merchant, more variety, fashion apparel, and serves as the

dominant shopping venue for the region (25 miles) in which it is located.

Outlet Mall

An outlet mall (or outlet centre) is a type of shopping mall in which

manufacturers sell their products directly to the public through their own stores. Other

stores in outlet malls are operated by retailers selling returned goods and discontinued

products, often at heavily reduced prices. Outlet stores were found as early as 1936, but

the first multi-store outlet mall, Vanity Fair, located in Reading,PA did not open until
1974. Belz Enterprises opened the first enclosed factory outlet mall in 1979, in Lakeland,

TN, a suburb of Memphis.

Dead Malls

In the U.S, as more modern facilities are built, many early malls have become

abandoned, due to decreased traffic and tenancy. These “dead malls” have failed to

attract new business and often sit unused for many years until restored or demolished.

Interesting examples of architecture and urban design, these structures often attract

people who explore and photograph them. This phenomenon of dead and dying malls is

examined in detail by the website Deadmalls.com, which hosts many such photographs,

as well as historical accounts. Until the mid-1990s, the trend was to build enclosed malls

and to renovate older outdoor malls into enclosed o nes. Such malls had advantages such

as temperature control. Since then, the trend has turned and it is once again fashionable to

build open-air malls. According to the International Council of Shopping Centers, only

one new enclosed mall has been built in the United States since 2006.

Some enclosed malls have been opened up, such as the Sherman Oaks Galleria. In

addition, some malls, when replacing an empty anchor location, have replaced the former

anchor store building with the more modern outdoor design, leaving the remainder of the

indoor mall intact, such as the Del Amo Fashion Center in Torrance, California.

(https://en.kikipedia.org/wiki/Shopping-mall#Regional_differences)
Shopping Center Patterns

Certain patterns of building arrangement have deve loped subject to the variations

caused by site conditions, most of today’s center’s fit one of the patterns described below

and illustrated:

 Strip Shaped

A strip shaped is defined with straight line of stores, with parking in front and a

service lane in the rear. The anchor store, is commonly a supermarket in small strip

centers, is placed either at one end or in the centre of the strip. A strip centre is usually a

small neighborhood centre and the terms have come to be used interchangeably.

 L-Shaped

A strip centre with a line of stores placed at a right angle to it, forming an L with

parking in front of the stores and service lanes behind them.

Anchors are usually pieced at the ends, but it is possible to place an anchor in the

crook formed by the two lines of stores. The L shape is adaptable to corner locations and

is used widely for both neighborhood and community- type centers.

 U-Shaped

A strip centre with two lines of stores placed at right angles to the strip, forming a U,

with parking in front of the stores and service later behind them. U-shaped centre usually

have more store space than a strip of L’s and con-sequently tend to be community-type

rather.
 Cluster Shaped

Cluster shaped is an early form of regional centre design. Stores are ar-ranged around

an angular area, with parking on as many as four sides, with service provided through a

tunnel or shielded access or a combination of both. Early cluster centers were

open-roofed although some have since been enclosed. A single-anchor cluster would

probably have a corridor extending from the periphery to the centre of the cluster.

 T-Shaped

A center designed to accommodate three anchor tenants which has parking at all sides,

with service provided through shielded service bays either enclosed or open.

 Triangle Shaped

Triangle shaped is similar in many respects to the T, but with the added

ad-vantage of providing visibility of all anchor stores from the front of each side. The

triangular design is likely to be somewhat wasteful of land. It is advisable to be employed

where it optimizes the shape of the site. In most cases it has two levels without a parking

structure; parking is usually done around its perimeter unlike a U shape which can be

designed to have graded parking to allow direct entry at each level.

 Dumbbell Shaped

A double strip of stores placed face-to- face along a mall, with anchor stores

placed at both ends of the mall, and with parking as well. The dumb-bell is designed so
that the anchors draw individuals into the mall in an effort to achieve maximum

interchange of pedestrian traffic.

(Docuri.com_oworo-shopping- mall.pdf)

PRINCIPLES OF RETAIL SHOP DESIGN

In order to design satisfactory shops, the first requirement is an understanding of

those portions of current merchandising theories which affect the design problem. Briefly,

''merchandising psychology" consists of, first, arousing interest; second, satisfying it.

With staple goods the first phase is almost automatic. When nonstaples,

accessories, or specialties other than "demand" goods are to be sold, methods of arousing

interest may become more complex.

The second phase---the actual sale- involves factors of convenience which are

desirable in order to make buying easy, to satisfy customers completely, and to achieve

economy of space and time for the store management.

Both phases affect the design of retail shops, and are closely interrelated. In some

cases, the planning problems involved cannot be segregated. A more detailed listing of

steps in the merchandising process, as they affect shop design, follows:

Attracting Customers

This can be accomplished by means of advertising, prices, show-window displays,

or new or remodeled quarters, which occupies much of a merchant's efforts. Of these,

storefronts and display windows are important to the store designer.

Inducing Entrance

Show windows, in addition to attracting passersby, should induce them to enter

the store. Show windows may be opened up to display the shop's interior; or closed in, to

give privacy to customers within. Door locations require study in relation to pedestrian

traffic flow, grades of sidewalks and store floors, and interior layout of the shop. In

colder climates drafts and Outdoor temperature changes can be controlled at the door.

Organizing Store Spaces

Organizing store spaces, and consequently the merchandise to be sold, into

departments, enables customers to find objects easily, and permits storekeepers to keep

close check on profits or losses from various types of goods . Store lighting and

"dressing" are simplified. Even small shops benefit from a measure of

departmentalization; in large shops, the practice becomes essential as methods of training

salespeople, of handling, controlling, and wrapping stock become more complex.

Interior Displays

Interior displays require particular attention in specialty shops. Types range from

displays of staple goods which assist customers in selection, to displays of accessories

which the sale of staples may suggest to the customer. Problems of arrangement with

regard to merchandise, departments, and routes of customers' approach are involved.

Relief from the repeated impact of merchandise sales efforts and displays is

necessary in most shops. Experienced salespeople can tell at a glance the customer who is

satiated with shopping and too bewildered to buy. After he has been refreshed by a brief
rest, the customer's interest can be recaptured quickly. Such relaxation may be mental or

physical, or both.

Conveniences

Conveniences intended primarily for the customer’s benefit, while not strictly

allied to the problems of attracting trade or selling goods, are necessary to some types of

shops. A florist, for instance, provides a card-writing desk or counter in his shop. In other

shop types, particularly those whose prices are above the average, such extra provisions

are often highly desirable. Conveniences of this kind include: booths, drinking fountains,

lavatories or powder rooms, desks for writing cards or checks, stools or chairs at counters

or in special sales rooms, and vanity tables or triplicate mirrors for certain types of

apparel fitting rooms.

In regard to finishes and equipment, the idea may be extended to include: floor

surfacing for comfort; acoustic treatment of ceilings and possibly walls; illumination of

pleasant, sometimes special, quality; and air conditioning. All these have been found

profitable investments in various case. Their necessity or desirability depends to an extent

on the type of shop, its location, or the climate of the locality.

Interiors

The successful retail shop is an efficient selling machine or sales factory. In

addition to servicing the customers, the employees have to be considered so they can give

better service to the customer.

 Merchandise and space must be organized to help the customer in making a

selection and to help the sales person in selling. Easy circulation and exposing the

customer to the maximum amount of merchandise are part of good design. Avoid

monotony in circulation and display of merchandise. Where possible, do not hesitate to

be bold or even shocking. This stimulates the customer and his urge to buy.

The location and design of the cashier and wrapping unit are important and

provide for several persons to be serviced. Often this acts as a control center.

Flexibility so that fixtures and departments can be moved or modified in part of

present-day merchandising. Fixtures should be minimize and merchandise emphasized.

Design and use fixtures so that full attention is thrown on the merchandise. Surveys must

be made for each particular type of store, its merchandise, operation, and personnel to

determine actual sizes and requirements. Do not design fixtures so that a salesperson has

to reach merchandise on too high a shelf or stoop too low.

Determine whet customer accessories are required: seating in general, counters,

tables, mirrors, telephones, drinking fountains, rest rooms, special lighting, and floor

coverings. Accessories will vary, depending on the store's location and the type of

customer, as well as the nature of the merchandise.

Location of stock rooms, or of reserves, must be carefully considered so that the

salesperson does not have to leave a customer for too long a period.

Fitting and dressing rooms should be located conveniently near the item being

sold.

(Chiara and Callender, “Time-Saver Standard for Building Types”, 2nd Edition)
REVIEW OF LOCAL LITERATURE

Harrison Plaza, initially inaugurated 1976, is the first modern and major shopping

mall located along Harrison Avenue corner Pablo Ocampo Street in the district

of Malate in Manila, Philippines.

Inaugurated in 1976, Harrison Plaza was the first shopping mall in the Philippines.

For two years, between 1982 and 1984, the shopping mall was shuttered for renovations.

When it was reopened to the public in 1984, the mall was anchored by the country's major

Department Store chains like SM Department Store and Rustan's.

Since the New Millennium to the present, Harrison Plaza has continued to acquire

more and more anchors like True Value Hardware and Shopwise. Now, Harrison Plaza

houses more than 200 shops and services.

TOP SHOPPING MALLS IN THE COUNTRY

 Greenbelt is a shopping mall located at Ayala Center, Makati, Metro

Manila, which is just near Glorietta and SM Makati. It is owned by Ayala Malls, a

real-estate subsidiary of Ayala Land, which is an affiliate of Ayala Corporation. It opened

in the 1988 and is one of Ayala Corporation's flagship projects. The mall offers a mix of

high-end retail shops, restaurants, amenities, leisure and entertainment. Currently, the

mall has five sections: two enclosed areas, two buildings with open-air shopping areas,

and Greenbelt 5, which opened in 2007. Built around a 250,000-square-metre

(2,700,000 sq. ft.) retail complex, the mall, which merged the previous small arcades and

shops, was first opened to the public in 1990. It was renovated in 2001, and as the

complex grew, Greenbelt 2 and 3 were opened in 2002, with 4 a nd 5 opening in 2004 and

2007, respectively, on the basis of other pioneer shops in the area.

 Ayala Center Cebu is a large shopping mall at the Cebu Business Park in Cebu

City, Philippines. It is the first Ayala Shopping Center located outside Metro Manila. It

was opened in 1994, and is owned by Ayala Malls.

On an average day, more than 85,000 people visit Ayala Center Cebu, with the

figure increasing to 135,000 on weekends.

On October 30, 2008, Ayala Center Cebu opened "The Terraces", a ₱600-million

project which converted the mall's lagoon area into a food and beverage mall extension.

The mall had also added over 200 stores in its four-level retail expansion. Forty of

the 200 outlets opened on December 11, 2013 during the unveiling of the expansion. The

₱2.9 billion expansion completes the retail master plan of Ayala Center, with an additional

36,500 square meters of gross leasable area. It is awarded Shopping Center of the Year

(Philippine Retailer's Association and Department of Trade and Industry, 2002)

 SM Mall of Asia, also abbreviated as SM MOA, is a shopping mall in Bay

City, Pasay, Philippines, near the SM Central Business Park, the Manila Bay, and the

southern end of Epifanio de los Santos Avenue (EDSA).

Owned and developed by SM Prime Holdings, the largest mall chain owner and

developer in the Philippines, it has a land area of 42 hectares, a gross floor area of

approximately 406,962 square meters (4.38050×10 6 sq ft), and attracts a daily average foot

traffic of about 200,000 people.

It is currently the 4th largest shopping mall in the Philippines and the 11th in the

world. When it opened in 2006 it was the largest shopping mall in the Philippines until SM

City North EDSA was redeveloped in 2008, and was relegated to third place by the

expansion of SM Megamall from 2011 until November 27, 2015 when SM Seaside City

Cebu opened to the public.

 SM Megamall is a shopping mall located in the Ortigas business district of Metro

Manila, Philippines. It is currently the second largest SM Supermall and the largest in the

Philippines. The mall was developed and is operated by SM Prime Holdings. The mall

complex comprises two buildings connected by a bridge, and occupies a land area of

approximately 10 hectares, with a total floor area of 474,000 square metres

(5,100,000 sq ft), making it the second largest shopping mall in the country and the fourth

in the world. The mall has a maximum capacity of 4 million people. The SM Megamall

was constructed in 1989 and opened its doors on June 28, 1991. It is the third SM

Supermall ever built by Henry Sy Sr. after the SM City Sta. Mesa and SM City North

EDSA. The mall is located in the Ortigas Center, at the portion encompassed by

Mandaluyong City. It stands along the main EDSA thoroughfare and is almost adjacent to

the Ortigas MRT Station. The SM Megamall was the largest mall in the country for a

17-year period, but when the SM Mall of Asia was built, it was ranked third largest in the

country by floor area, measuring 331,679 square meters of total retail floor area and after

SM City North EDSA (which ranks first in the country and second in the world). It also

boasted the first ice skating rink (removed in 2009 but rebuilt five years later in 2014) as

well as one of the first trade halls in the country.

 Glorietta is a large shopping mall in the Ayala Center, Makati, Metro Manila. The

mall is owned by the Zobel de Ayala family and operated through its holding company,

the Ayala Corporation. The mall is divided into five sections (named Glorietta 1–5) and

contains many shops and restaurants, as well as cinemas, a gym, arcades and a large central

activity center, often used to stage events.

Glorietta 1-4 is integrated with the nearby Greenbelt Mall, SM Makati, Rustan's

Makati and The Landmark a department store. Glorietta 5 is fully detached, located in

front of the lot formerly occupied by the HotelInterContinental Manila and beside Rustan's

Department Store. The tenants affected by the October 19, 2007 explosion was given an

option to relocate there.

 Abreeza Mall is a large shopping mall complex located at J.P. Laurel Avenue,

Bajada in Davao City, Philippines. It is the first Ayala Shopping Center located

in Mindanao. It opened on May 12, 2011. It is owned by Accendo Commercial

Corporation, a joint venture company of Ayala Land and Anflocor.

The 3-storey mall lies within a 4- hectare space of the 10-hectare commercial

complex. Also in the same complex stands a 4-storey Robinson's Mall. At least three

hectares of the entire property will be sold for residential or commercial purposes,

including a hotel and residential condominium projects Abreeza Residences and Abreeza

Place.
 Centrio Mall is an integrated mixed-use complex composed of a shopping mall,

a hotel, a BPO/office building and a condominium tower located along Capt. Vicente Roa

St. and Corrales Ave., cor. Claro M. Recto Avenue,Cagayan de Oro, Philippines

Following the concept of "shop, dine, live, work and play", Centrio Mall occupies

3.7 hectares in the city's central business district. It is also across the road from Gaisano

City Mall and one block away from SM CDO Downtown Premier, as well as Limketkai

Mall.

Centrio Mall is owned by the Ayala Corporation and has an estimated cost of ₱5

billion.
 Robinsons Place Palawan is a shopping mall owned and operated by Robinsons

Malls, the second largest mall operator in the Philippines. It is the 31st in the Robinsons

mall chain and the first and largest full service mall in the province of Palawan.

The 16- hectare mall houses a 300-seat food court, al fresco dining outlets, fashion

boutiques, specialty shops, banks, an amusement center, service outlets and cellphone and

gadget shops. It is located 5 kilometers north of Puerto Princesa city proper along the

North National Highway.

 Robinsons Galleria Cebu is a mixed-used development located in North

Reclamation Area in Cebu City. The mall is just a few meters from the Port of Cebu and

approximately 1 kilometer away from SM City Cebu. The mall is owned and operated

by Robinsons Malls. It is the firm's third largest mall (after Robinsons Place Manila and its

namesake Robinsons Galleria) and its largest development outside Metro Manila.

In 2008, Robinsons Land, Inc. announced that they have bought a 4- hectare prime

property near the Port of Cebu. The company bared that they planned to build a mall, a

three-storey BPO tower, a 153-room Go Hotel (which would have been the first in Cebu),

9,000 square meters of office space and a couple of high-rise condominiums. The

development was initially called Robinsons Maxilom, named after General Maxilom

Avenue, the road it directly borders to. The project was then renamed to its current name a

couple of years later. The project broke ground on July 2012 and construction followed

soon. The mall opened on December 10, 2015, exactly two weeks after another mall, SM

Seaside City Cebu by rival group SM Supermalls opened.

 Ayala Malls Solenad is an ever-evolving shopping hub at the heart of NUVALI.

The sprawling eco-city brings the people of the South closer to well- loved brands and

consumer items.

Laguna, the South of Metro Manila, is the gateway to the towns and districts of the

rest of CALABARZON like Tagaytay, Batangas, and Muntinlupa. Solenad makes various

retail and dining choices for residents and professionals outside the estate. At the same

time, NUVALI’s greeneries, calm waters, and open spaces serve as a temporary escape

from cities and humdrum of daily life. Solenad 1, 2, and 3 offers over 400 stores bordering

retail, dining, and entertainment.

RELATED FOREIGN STUDIES

In the study of Agbaje Teslim Olakunmi (May 2009) entitled, “Shopping Centre

Oworonshoki, Lagos State”, attitudes and preference towards shopping environments-

both traditional street market as well as newer shopping centers and engaging the

experience of the community towards new dynamic shopping and leisure horizons were

identified.

Commercial business is growing rapidly and attracting large mass of people in

Nigeria. It is evident in the scattered mobile shops along its highways and even streets

which have attempted to contaminate the community making them seem crowded and

dirty and causing inexplicable traffic jams and extortion by false officials due to the

poorly established commercial structures. Thus, Olakunmi’s study aimed to design a

shopping mall in the suburb Oworonshoki, which would act as a solution to harmonize
the uncontrolled and highly functional environment. Its objective was to solve the

challenge of the world striving to go green and create sustainable architecture taking into

consideration the traditional and cultural identity of the Oworonshoki community.

The design brief was to design a shopping center to cater the needs of the

Oworonshoki community and its surroundings therefore establishing a new environment

resulting from the bonding together of individual businesses in cooperative fashion with

the aim of creating greater communal effectiveness through unified endeavor.

Olankumi categorized shoppers according to their income levels: the lower, middle

income and high income earners. The proposed center was intended to provide for all

categories of the following facilities: shopping, busine ss and recreational facilities. It also

includes administrative, commercial, and other services.

It is inferred in the study that the shopping mall had provisions for anchor shops,

cinemas, retail shops, fish market, landscape greenery and parking spaces. By the latter

provisions, the center would function effectively as a commercial center and an

entertainment and communal center where cultural ceremonies can be arranged.

As for Iliyasu Adamu Dogo (August 2011), in his dissertation entitled “Proposed

Shopping Mall, Milllenium City, Kaduna: Integration Shopping and Recreation

Facilities”, he identified the movement patterns of the pedestrians as the main cause of

circulation conflict which obstruct the free flow of movement within shopping facilities.

It was also identified circulation as a major factor that needs to be addressed in order to

have a smooth and convenient shopping and recreation atmosphere. The research aimed

to design a shopping mall that depicts the current trends of shopping convenience by

integrating shopping and recreation.

 Dogo also stressed shopping as very necessary as it allows one to acquire needed

goods and services which shopping malls of today offer including other services such as

play area, cinemas and bars.

The site location being a strip sloping and ending into a river with an access road

along the strip provides for a more linear stretch setting to maximize the potentials of the

natural features around the site. The main concept of the site planning was to have an

easy flow of vehicular and pedestrian movement from the gate to the parking lot, outdoor

recreation and into the main building. Trees and shrubs were placed along walkways and

at the different areas within the site to create a friendly atmosphere for people to move

about and use the facilities comfortably.

The main concept adopted in the design proposal for the shopping mall was from the

honey comb of a bee which is a social insect. A hexagon space were connected in such a

way that they flow into each other, thereby depicting easy movement. The honey comb

was designed as a six sided structure integrated together as the project intends to

incorporate both shopping and recreation facilities together in a conducive environment.

RELATED LOCAL STUDIES

Customer satisfaction presents a versatile cross-channel metric to gauge the retailer‘s

strengths and weaknesses from the customer‘s point of view. Since satisfaction drives

behavior, a more thorough understanding of what drives multi-channel shoppers’

satisfaction will give retailers the insights they need to influence customer behavior in the

short term and long term. In this way, customer satisfaction is harnessed to become a
driving force in sales growth and increasing loyalty where each channel is optimized to

meet the customer ‘s need and exceed their expectations. Customer satisfaction is a

driving force in sales growth, increased loyalty and a strong multi-channel strategy where

each channel is optimized to meet customer ‘s need. (Customer Satisfaction, 2005).

In the study of Anna Margarita Agulo, et.al (April 2015) entitled, Customer

Satisfaction on the Quality of Services of One Department Store in Batangas City, it was

aimed to assess the level customer satisfaction on the quality of ser vice in terms of

employee’s professional appearance, customer relation, customer service and facilities

and propose plan of action to improve the satisfaction of customers. The following were

the results identified in the said study.

Customers’ Satisfaction in terms of Employees’ Professional Appearance

Employees present an impeccable outward appearance to customers. They are

required to maintain a proper company image and prevent distractions in the workplace.

When they dress appropriately, they tend to stand straighter and project more confidence,

which customer will respond to positively. First impressions are often long lasting. Like

it or not, their appearance is the first thing that people see. Dressing in a professional

manner can mean the difference between getting a promotion and being passed over.

Assumptions are often made about their ability to perform at a high level or in a certain

capacity, based on the way they dressed. Sriyam (2012) stated that front office staffs are

well dressed and wear smart uniforms, their appearance impresses customers who feel

more confident with hotel services. They found that service quality was related to the

tangible behaviour and appearance of employees. The best predictor of overall service

quality was the ―tangibility‖ dimension. Employees’ uniforms are great representation of
where the brand is headed. They make sure that their uniforms are clean because it

creates the right impression to customers while at the same time creates discipline for

them. Most customers definitely want the employees to look clean and smart and excited.

Respondents are also delighted on how employee provides service with a smile. Smiling

really does increase attractiveness and likability between humans. In fact, smiling

correlates with greater trust, greater financial earnings, and increased interpersonal

cooperation. When an employee smiles at a stressed customer, and exhibits excellent

listening skills, most of the time, there is a report of total satisfaction. They also have

pleasing personality, approachable and having easy conversation with the customers.

Customer’s Satisfaction in terms of Customer Relation

Customer relations means not only returning the right amount of change and

saying ―thank you, but it also means exchanging da maged products, giving discounts if

necessary and making refunds to stay the day—all with a sincere smile. Focusing on the

customer's needs strengthens the company ‘s reputation as a company that provides

excellent customer service and that‘s what this Dep artment Store serves. They truly care

about the customer.

According to Briones (2007), good relationship of the workers with their

supervisors is accompanied by the manner by which the managers handle the workers.

More than anything else, a peaceful relationship with co-workers and superiors can mean

more satisfaction. Treating the customer as if their friend will yield best results is a prime

concern. Employees find ways to compliment them. Effective communication in

customer service requires a thorough understanding of the needs and perspectives of

customers--what is important to them and their expectations in terms of service, product

quality, and communication and follow through. When something goes wrong, they

apologize. The customer may not always be right, but the customer must always win.

They deal with problems immediately and let customers know what they have done.

Customers’ Satisfaction in terms of Customer Service

Employees are required to undergo training that is related to customer service and

personality development. It depends on the position of the employees on how long will

their training be. For the cashier, it takes 8 days, for the counter checker, it takes 4 days

and for the sales clerk, it takes only 1 day. Besides training, they also attend different

orientations. They also have a performance monitoring where it will be the basis of the

increase of their salary rate. It can be seen that customers are satisfied on being courteous

and friendly of employees. Being courteous promotes a positive first impression.

Customers appreciate courteous treatment of employees like saying simple, ―Good

morning Sir/Ma‘am, Thank you Sir/Ma‘am. They can make the workplace life much

more pleasant than those who seek to cause disturbances or drama. These employees

brighten the Department Store, leave their egos and outside problems at the door in the

name of being good workers and trying to maintain a good work atmosphere. While no

one is perfect and everyone has bad days, these employees manage to rise above the fray.

Attending to customer needs, request and complaint gives satisfaction to customers. In a

customer service situation, a customer seeking help is the most common. Employees give

acknowledgement in every customer that enters the department store. They make sure

they will be available in timely manner. They actively listen to the customer‘s request

and problems. After that, they ask clarifying questions when the customer is finished

speaking if necessary to get more details that will enable him to solve the customer's
problem. Aside from that, employees are handing out feedback form for the customer‘s

opinion and suggestion in connection on the services they offer.

Customers want to feel welcomed and appreciated by employees. They don‘t

want to get the impression that they are just being used by employees for money.

Initiating customized service like offering basket, pushing the carts, helping senior citizen

can go a long way toward customer satisfaction. De Castro (2007) emphasized the ability

of an employee to show importance to its customer individually even though he/she is

entertaining many customers at the same time. The time it takes for an employee to

respond to a customer ‘s request is similar as the promptness of the employee in

entertaining request or help.

Customers’ Satisfaction in terms of Facilities

Customers do not feel comfortable in a space that is too crowded and likewise in an

area having small space. Ventilation is a system or means of providing fresh and clean air.

This Department Store is properly ventilated because fresh air is sufficient for customers

to be comfortable.

Marasigan et al., (2010) encouraged the employees of the company to be more

consistent in their behavior, attitude and performance in dealing with customers. Aside

from that, they embolden them on giving suggestions to the management that they think

could help to enhance the training program. Further, the researcher also encouraged the

management to have a regular evaluation regarding the customer service tra ining

program to maintain its effectiveness.

FEASIBILITY OF THE STUDY

Project Title

The proposed project is entitled, “Binmaley Town Centre: A Proposed

Four-Storey Shopping Mall in Barangay Biec, Binmaley Pangasinan”. The construction

of the shopping mall aims to develop economic potential of the municipality and provide

job opportunities for the community.

Project Location

The proposed project will be constructed in Barangay Biec, Binmaley, Pangasinan

along the Binmaley-Dagupan national road at approximately 1.2 kilometers away from

the town proper. From the term the location is called, “Nansangaan”, it literally connects
the Binmaley-Lingayen road, Dagupan and Biec West where vehicles going to the

Western part of Pangasinan take such as Labrador, Bugallon, Sual, Alaminos and

Bolinao.

Technical Description of the Lot

The project lot area is approximately 55,806 m². Binmaley and Lingayen beaches are

3.4 and 7 kilometers away from the project location respectively. Due west is the Pogaro

beach which is 10 kilometers away from Barangay Biec.

The lot consists of hydrosol and considered as part of the Strategic Fishery

Sub-development zone.

Purpose of the Project

The purpose of the project is to provide not only the residents of Binmaley but

also the neighboring municipalities an accessible and convenient place to shop, gather

and spend their leisure time. As one of the province’s first class municipalities, Binmaley

needs such establishments to further boost its economy by the re venue to be collected, to

provide more job opportunities and to provide a place that would cater services needed by

the community without having to travel farther.

Project Description

The proposed structure is a four-storey shopping mall which will serve as a

one-stop place for the community as well as for the neighboring places providing services

with utmost quality.

 The ground floor area is intended for the atrium, bookstore, appliance center,

billiards area, bowling alley, department store and the supermarket. The second floor area

contains the arcade, fitness center as well as the extension of the department store. While

the third floor contains a food court, spa, and cinema. The fourth floor is designed for an

area where different activities and events can be held with an open space overviewing the

place.

Each floor has commercial spaces which can be leased for food kiosks, clothing,

hardware, pharmacy and other shops which will be later on determined upon completing

the project.

Financial Aspects

The approximate cost of the proposed project is equal to the total floor area

multiplied by the cost per square meter of a typical shopping mall building plus the

miscellaneous cost which is 10% of the total building cost, thus;

I. Building Construction Cost

Total Floor Area: 28,888 m²

Cost per square meter: Php 30,000.00

Total Construction Cost: Php 866,640,000.00

II. Concrete Pavement & Parking Lot Construction Cost

Total Floor Area: 16,423 m²

Cost per square meter: Php 400.00

Total Construction Cost: Php 6,569,200.00

TOTAL CONSTRUCTION COST = Php 866,640,000.00 + Php 6,569,200.00

= Php 873,209,200.00

Socio-Economic Aspect

This represents the projected socio-economic benefits of the project such as:

 Projected direct and indirect employment

 Booming of tourism industry

 Attraction of businessman and investors

 Long term economic growth booster

Estimated Revenues

Assuming that 80% of the total commercial space is occupied:

Occupied Monthly Rental Total Monthly

Commercial
Floor Area Cost per sq. Cost Fee
Floor Area

(sq. meter) (sq. meter) meter (Php.) (Php.)

Ground Floor 7,366.50 5,893.20 1,300.00 7,661,160.00

Second Floor 4,443.00 3,554.40 1,100.00 3,909,840.00

Third Floor 4,120.00 3,296.00 900.00 2,966,400.00

Fourth Floor 1,068.00 854.40 700.00 598,080.00

 Total Monthly Revenue = 15,135,480.00

In one year,

Php 15,135,480.00 x 12 = Php 181,625,760.00

Monthly Operational Costs:

Operational Cost (Energy and Water) = Php 225,000.00

Maintenance and Utilities = Php 55,000.00

Admin/Benefits = Php 25,000.00

Insurance/Services = Php 15,000.00

Other Taxes = Php 30,000.00

TOTAL MONTHLY OPERATIONAL COST = Php 350,000.00

In one year,

Php 350,000.00 X 12 = Php 4,200,000.00

Profit before Tax = Estimated Revenue – Estimated Expenses

= Php 181,625,760.00– Php 4,200,000.00

Profit before Tax = Php 177,425,760.00

 Income Tax (30%) = Php 177,425,760.00 x 0.30

= Php 53,227,728.00

Therefore,

Yearly Profit after Tax = Profit before Tax - Income Tax

= Php 177,425,760.00 - Php 53,227,728.00

= Php 124,198,032.00

Return of Investment = Total Construction Cost/ Yearly Profit after Tax

= Php 873,209,200.00/ Php 124,198,032.00

= 7.03 years

Conclusion

With the researchers’ approach on how to find the duration of the return of

investments, it can be assumed that it will be completed at a span of 7 years.

 CHAPTER 3

CONCEPTUAL AND THEORETICAL FRAMEWORK

CONCEPTUAL FRAMEWORK

This research study focuses on putting up a Four-storey Shopping Mall in

Barangay Biec, Binmaley, Pangasinan. In order to arrive at expected output, it takes

careful research and planning in preparation for the project. Data gathering, employing

questionnaires and conducting surveys would help in imposing better results.

Since Binmaley connects big cities and towns such as Dagupan City and

Lingayen respectively, it can be considered as a catch basin of travelers, workers and

students. Therefore, it is a good location for establishment such as a shopping ma ll.

Visitors, workers and students, especially the town people of the municipality will have a

one-stop place to shop, dine, watch a movie or play games while beating the weather and

still be able to relax and enjoy. The convenience and service this project would offer will

definitely benefit the community having a shopping mall near the town where there is no

need for them to travel far for shopping and availing services to the neighboring cities.

The paradigm shown in Figure 1 summarizes the conceptual framework of the

study.
 START

1. FEASIBILITY STUDY
2. SURVEYS
INPUT

1. Gathering Data for Planning and design

2. Planning and Analysis of Design
3.
4.
Preparation of Bill of Quantity
Scheduling
PROCESS

Evaluation
REVISION Construction of the
Proposed Structure OUTPUT
Not Acceptable
of Design v

Acceptable
P ROPOSED
THREE-STOREY
SHOPPING MALL

END

FIG. 3
Paradigm of the Study
THEORETICAL FRAMEWORK

FIGURE 3
Concepts Relating to Retail Marketing

The central idea behind retail marketing is ensuring that a company creates

products a customer needs or wants, products the customer is willing to pay to own.

Some companies have retail marketing departments within their office while others

outsource marketers to research and market their product. Using diverse approaches to

studying consumer behavior, marketers inventing creative ways to attract shoppers to a

product.

Basics

The essence behind retail marketing is to develop merchandise and services that

satisfy particular customer needs. Beauty travel clothing and food products advertised

online, in print and on TV undergo marketing analysis and research to find out if

consumers will want the product and how much they are willing to spend to have it.

Retail marketers must supply the product or service at prices that will produce profits for

that brand.

Customer Needs

Retail marketers make customer needs their priority. If shoppers seem to only be

interested in environmentally friendly makeup products, any cosmetics company still

selling animal-tested products will go under. Retail marketing researchers study how

customers use products and how they like to shop. Retail marketing is only profitable

through correctly anticipating, identifying and satisfying customer needs and wants.
 Strategies

According to Lars Perner, Ph.D., in the department of marketing at the University

of Southern California, market research ensures that companies produce what customers

really want and not what companies think they want. New products genera lly start off

slow in the marketplace before spreading to more consumers.

Retailer marketers keep in mind that, when introducing a new product, companies

need to be financed enough so that they can remain in business until their product hits

big. Retail marketers understand the importance in pleasing initial customers because

shoppers are, in turn, responsible for spreading the word about a brand.

Research

Two kinds of market research help companies and advertisers decide what to

create and how to attract an audience to it. Primary research is research a marketing firm

designs and administers itself. Having volunteer taste-testing kinds of chocolate or

makeup brands, for instance, tells marketers which types consumers prefer overall.

Secondary research involves using information that others have already put together, such

as demographic statistics showing what age group watches the most television in the

evening. Retail marketers use that information to sell their product at those commercial

time slots.

Making Profit

The most important concept behind retail marketing is that the product sells and

creates a profit. If production exceeds demand, or the product advertising makes false
claims a consumer will spread bad press about, the project fails and lots of money is lost.

Retail marketing mixes both an urgency to sell a product and a tasteful and a

truthful--though often exaggerated--communication with the public.

Consumer Demographics

Gender

It is understood from the existing literature that shopping attitude is influenced by

the sexual category. Consumption, product choice and response to advertisements will

differ based on gender1 . When compared to males, females will pay more attention to

advertisements and collect relevant information before purchasing the products. Depend

upon the work status of the spouse married men will show involvement towards

shopping. It is observed that the spouses of the working women are extremely interested

in shopping. Shopping activities could be successfully predicted based on sexual

category. It is identified that when compared to males, females are highly interested in

shopping and browsing. It is also identified that females tend to give more preference for

gifts than males. It is also identified that females will pa y more attention to the

commercial ads and product specific information, when they plan to purchase holiday

gifts and males have a tendency to get information from salesperson regarding the same.

Few researchers have focused on the shopping attitudes and behaviors of males

and females. Furthermore, some of them have compared their shopping attitudes and

behaviors. The way of evaluating the attributes of value-oriented retailers will also differ

based on gender. Moreover, the way of evaluating the store typ e will also differ based on

sexual category. It is identified by Raajpoot2 that females give more importance to

product assortment and accessibility whereas males give more importance to customer

service.

H1: There is a difference in consumer behavior towards organized retail (mall)

across gender.

Age

Youngsters are the major target of shopping malls, Moschis 3 identified that age is

an effective predictor of shopping behavior. Myers and Lumbers 4 identified that

expectations and preferences of customers will differ based on their age. Purpose of

shopping, personal characteristics, and social influences could influence mall shopping.

Shopping behavior and values will differ from one segment of customers to another. For

example, youngsters give more importance to entertainment value whereas elders give

more importance to convenient access and relaxation.

H2: There is a difference in consumer behavior towards organized retail (mall)

across age.

Social class

Many researchers have given definitions for the term social class. But the widely

accepted definition is the condition wherein the status of certain societies or social groups

is categorized based on wealth, social evaluation, or psychological satisfaction5 . Index of

Status Characteristic (ISC) of Warner, Computerized Status Index (CSI) of Coleman, the

Socioeconomic Status (SES) of the US Census Bureau, and the Index of Social Position

(ISP) of Hollingshead are the most widely used indexes in the context of social class.
 The customer will choose the products and shops based on their social class 6 . For

example, working class customer will choose the products based on sturdiness or comfort

and give less importance to elegance of the products. Furthermore, they won‘t be

interested in modern furniture and colored devices and to change their choices. But, rich

people from suburbs will give importance to their appearance and body image and they

would prefer to purchase diet foods and drinks.

Customers’ product preferences in terms of clothing, spare time activities, and

automobiles7 have also been determined by their social class. As a result, most of the

researchers have discussed about the influence of social class over customers’ shopping

preferences regarding clothing.

It was identified that the people whose social class is right below the highest class

will prefer to purchase most expensive dresses as they think that their dress will expose

their wealth to others. So it is understood that people belong to this social class are

extremely interested to follow trends. It is identified that the perceived value of the

clothing will also differ based on the social class of the customers. Furthermore, views

about price of the product, designer brands, co nvenient clothing and others’ comments

will also differ based on the social class of the customers. While examining the lower

class, it is identified that they attempt to imitate the dressing style of middle class families

so as to be recognized by the society. It is identified that women whose husbands are I

Workers and whose socioeconomic status is high, will be interested to take part in social

organizations and they would consider clothing as a symbol of status.

 There has been a study on the clothing preferences of manual laborers and their

wives8 . It was identified that they would give importance to convenience and cost of the

clothing rather than fashion trends. Preferences regarding, place of shopping and brands

will depend upon the social class of the customers.

H3: There is a difference in consumer behavior towards organized retail (mall)

across social class

Income

If the influence of social class differences over the preferences of the customers is

well understood, it would be useful to improve the retail strategies. So it becomes a

prevailing subject in the field of marketing. Few researchers proved that social class of

the customers will determine their consumption patterns. Following this study, many

researchers have done studies in this context. For example, Coleman identified that based

on income, the customers can be categorized.

Anand and Sinha9 stated that customers may switch not only within formats but

also across formats. Various demographic factors such as rise in income, urbanization

concept, increasing young population and revolution in education field have become

responsible for the changes in the spending pattern of the customers. As there is an

increase in the disposable income of the younger population, there have been many

changes in spending patterns of the consumers.

Over the past ten years, there have been many changes in the behavior of the

Indian consumer. The consuming behavior and pattern are extremely influenced by the
large assortment of major products. Most of the customers have started to purchase the

products from shopping malls. Especially, most of youngsters prefer to do shopping at

malls.

H4: There is a difference in consumer behavior towards organized retail (mall)

across income

Concepts Relating to Consumer Behavior in Retail Marketing

Shopping trip value

As defined by Holbrook10 the major outcome of shopping experience is shopping

value. They added that on the whole worth of a shopping experience is known as

shopping value. The two dimensions of shopping value suc h as hedonic and utilitarian

value have identified by Babin et al. In the case of utilitarian value, shopping will be

considered as a task and defined as an “errand” or “work”.

On the contrary, the factors such as fun, playfulness, and sensory reactions that

indicate the entertainment value and experience from shopping will come under the

category of hedonic value. This value will also represent the satisfaction with shopping

experience. It is identified that retail outcomes as well as satisfaction of the customers

will be extremely influenced by shopping. It is also identified that share of the customers

patronage intentions11 , as well as word-of- mouth and store loyalty are also influenced by

shopping value.

Consuming behavior of the customers could be well explained with the help of

hedonic and utilitarian shopping values. However, Rintamäki, et.al. 12 pointed out the
importance of social shopping value in estimating the shopping value. So in accordance

to them, the three dimensions such as utilitarian value, hedonic value, and social value

could explain the overall shopping value. From this concept, it is understood that money

saving attitude and expediency are the sources of utilitarian value. They have also

identified that exploration and entertainment value are the sources of hedonic value and

socio-economic status and self-esteem are the sources of social value. In Finland, there

has been a study on shopping experience of the c ustomers. It was identified from this

study that social value is an independent factor and it won‘t come under the category of

hedonic value.

H5: Shopping value has an impact on consumer behavior towards organized

retail.

Values and Lifestyle

Lifestyle activities, part of the AIO (activities, interests, opinions) analysis may be

defined as patterns of activities on which consumers spend their time and money. An

analysis of the activities as well as the influences on their lifestyle can be helpful to

clarify the target markets and promote the malls offerings. The basic premise of lifestyle

research is that more you understand about the consumers, the more effectively you can

communicate and market to them13 .

It is stated that culture and ethnicity can be highly influenced by personal values.

So it becomes necessary to examine the influence of personal values of the Indian

customers over mall patronage. Various researchers have discussed the influence of
personal values on decision making and purchasing behavior of the customers14 . But

these studies are not enough to understand the concepts thoroughly.

Besides the personal values of the customers, the shopping mall management

should also get clear idea about the responses of the customers to commercial ads, their

shopping activities and attitudes towards shopping so as to develop attractive promotional

themes15 .

H6: Consumer lifestyle has an impact on consumer beha vior towards organized

retail.

Mall perception and Mall shopping attitude

Shopping mall attributes could be stands for the attitudes of shoppers towards

mall. The definition of shopping mall attribute was proposed by Shim and Eastlick that

the attitudes of shoppers towards a variety of dimensions include location, parking

facility, variety of stores, behavior of mall employee, quality, price, promotional

activities, environment, food and refreshments, customer service, mall amenities and

safety.

The attitudes of shoppers towards mall could be determined by means of

evaluating the cognitive belief of shoppers regarding the shopping mall. This can be

confirmed from the seminal work of Martineau where he insists the importance of

tangible as well as intangible traits of a shopping area with respect to consumer attitudes.

Lindquist developed a list of factors in his detailed review of retail store image,

which influence the customers perceived store image. Subsequently, Nevin and
Houston16 was extended, modified and refined the work of Lindquist (1974). Several

researchers used these studies as base for recognizing the patronage of customers

regarding the retail store image17 .

Mall behaviors

The shoppers can be classified in to groups on the basis of underlying behavior

such as browsing, shopping and so on. The motives of shoppers while purchasing the

pattern of products have been studied by Yavas18 with a set of twenty one products. From

this study, he concluded that the mall patrons are often purchased clothing, shoes, gifts

and other accessories in mall. The intention for purchase could be differ from person to

person. For example some people may visit the mall just for window shopping and not

for real purchase whereas other may have some purposeful activities like dinner or

watching movies and so on. This could also support in this study. Apart from product

consumption, customers also have to visit the mall to feel the shopping experience. In

addition, mall could act as an important meeting place for most of the young people. In

most of the studies, the frequency of shopping centre visit has been used as a dependent

variable. This will make clear about the fact that the shoppers have often visited the

shopping center for experiencing the shopping environment. Even time spend has also

used as a depended variables. It was confirmed b y Underhill and proposed that the time

spent by customer at mall is directly proportional to money they spent at mall.

As stated by Brown19 , most of the customers in US have spent approximately

twenty percent of the time in shopping mall. Nearly sixty percent of visitors spending this

time not for real shopping but for just window shopping. Here this study examines the
customer’s activities, their purchase intention, purchase pattern, frequency of visits and

time spent in mall and their purchase behavior.

H7: Consumer perception of mall attributes has an impact on consumer behavior

towards organized retail.

Retailer Interest

Retailer ‘s interest can be viewed as general characteristics of retailers and not

focused on any individual characteristics of the retailer. But we predict that the customers

will have more interest on the store if the retailer has more number of product categories

in their shops.

As in the traditional context, the product involvement has not been fully

incorporated but it has been completely included in the proposed model so as to

characterize the retailer ‘s interest from relevant constructs. Consequently, the product

involvement can be defined from Zaichkowsky20 as a preference of customers regarding

particular product or object. Customers who are highly interested in shopping are likely

to browse more around the retail stores and their range of products. Moreover, the

customer ‘s motivation as well as the attraction towards the retail stores is highly

associated with the range of product carried by the associated retail stores21 . The

customers who are extremely impressed by a particular product category will be

interested to do shopping at a store wherein the product is available. So the extreme

interest of the customers towards a particular product is found to influence the interest

towards a particular store. A non-balanced cognitive construct is considered to be as a

retailer interest. Customers who are having positive feelings towards the retailers are

likely to have higher level of interest towards that retailer.

H8: Retailer interest has an impact on development of organized retail.

Store Loyalty

Store loyalty is considered to be an important issue for several retailers. Store

loyalty was defined as the responsibility of the store which is influenced by trust as well

as satisfaction of customers towards the stores22 .

Another definition of store loyalty as a biased response of the customers

expressed over time on considering a particular store within a set of store while decis ion

making and evaluation that resulted in a commitment towards particular brand 23 . Hence

the store loyalty is the commitments of the store that can be determined with the help of

two main traits include store image and shopping mall loyalty. Lavayssière a nd Mullen24

indicated the positive effects of store loyalty include positive word-of- mouth and

increased customer retention that lessening the marketing cost. This empathy paves the

way for cross selling as well as the sales of additional products.

Most of the stores motivate their employees to be actively participated in the

loyalty program sponsored by organization so as to build relationship with customers 25 .

Moreover, the customers are more loyal to a store if they have relationship with

employees. For this reason, the retailers motivate their employee to make relationship

with customers.
 Such loyalty program provides values to the customer and as a result the

customers become more loyal to the stores. As making shopping decision, loyal

customers consider patronizing a store as one of the highest priority even if any

complication presented in the store26 .

H9: Consumer store loyalty has an impact on development of organized retail.

Mall Image/Self-image Congruence

It is understood that consumers will have stereotypic images of different stores.

For example, upscale shoppers will prefer to do shopping at a particular mall and

working-class consumers or a particular ethnic group will be interested in another. So it is

understood that image of the malls will differ based on the characteristics of typical

customers. It is also understood that based on the mall cues, the shoppers will develop an

impression in terms of typical shopper or patron of the store. The researchers have

defined the term retail patron image as the stereotypic image of a store or mall perceived

by the shoppers. The customers would compare the store patron image with their own

perceptions while making decisions. This process is known as “self- image congruence”,

“self-image/store image congruity” or “self-congruity”.27

H10: Mall image has an impact on development of organized retail.

Location of Retail Outlet

Gosh28 suggested that location is very important for store so as to attract several

customers. Such variations in location can be highly influenced by the characteristics of

the spatial structure of mall or the retail store. Hence, the customers could select the mall

on the basis of spatial distance of mall located in the residential area 29 .

For instance, a study by Clark and Rushton30 on grocery purchase behavior

indicated that the greater distance to the nearest alternative, the lower the impact of

distance and the higher the tendency to choose closer alternatives. The aforementioned

opinion suggested that the locality of retailing outlet is very important to attract shoppers.

Hence the retailers should be aware of proximity strategy while determining location

strategies.

Becker's, in the theory of allocation of time suggested that while shopping the

impact of distance could be weighed by customers in various manner as of due to

demographics divergences. Moreover the distance of retail outlet may influence the

customer ‘s outlay such as transportation cost and search cost etc. But the cost of the

shopping for same kind products are drastically reduce for those with shorter travel of

distance.

These cost variations have been varied from different trade areas. This is mainly

because the costs are valued in terms of consumer’s opportunity cost of time. While

determining the relationship between cost with range and enjoyment in comparison

shopping, it was identified that the income of customers is directly proportional to the

value of price comparison shopping time 31 . Such relationship has found to be more in

high income individual than low income individuals.

As a result, the value reduction of shopping cost is highly noted in individual with

higher income than individual with lower income. This is mainly due to the adoption of
proximity strategy by the broad line specialist. From this it is recognized that, the border

line specialist utilized proximity more in areas with high income population and

distancing in areas with lower income population. Congestion is one of the main

problems which would inhibit the shoppers from extra miles for shopping. It should be

noted that the areas with higher population are more likely to have congestion and traffic

when compared to areas with lower population.

In line with these contexts, it is recognized that the congestion will have positive

influence on retail structure. So the broad line retailers are always likely to adopt a

proximity strategy in the area with dense population and use distance strategy in the area

with low population32 .

Search and shopping time may vary among different customers. Carlson33 stated

that the search competes with other use of consumer‘s will take only the short duration of

time. In line with these arguments, it is evident that the consumers in area with high retail

expenditure will take more time for shopping and less time for other activities. As a result,

the consumers in high retail expenditure area are likely to save time in shopping cost

compared with consumers in lower retail expenditure domain.

Minimum differentiation

Considering minimum differentiation, Hotelling34 stated that the retailers gained

their net benefits of agglomeration as it results in uncertainty reduction, reduced

consumer time along with shared infrastructure. This has also supported by specialized

areas of functionally related deeds like restaurant rows and auto alleys and so on. The

customer travel time and search can be reduced by these agglomerations as well as
facilitates the comparison shopping35 . Hence the broader line specialist suggests the

proximity strategy on the basis of minimum differentiation.

H11: Mall location strategy has an impact on development of organized retail.

Role of Store Characteristics

Preferences as well as shopping behavior of the customers can be predicted with

the help of store characteristics. From the recent reports on retailer environment, it was

understood that the shopping behavior of the customers and service quality expected by

them are influenced by socio-economic status of the customers, design and ambience of

retail store36 . Furthermore, recent studies explained how the retail service characteristics

(example, more checkout personnel) enhance the convenience in shopping. It was also

identified that the retailers could improve competitive advantage and sustain customer

base by enhancing the shopping environment such as by offering bank facility inside the

shop or restaurant services. Through these services, the shops could distinguish

themselves from competitors37 .

H12: Higher service levels are associated with hypermarkets and are the main

retailer strategy.

Role of Market Characteristics

In accordance to Reilly's38 law of gravitation, the attractiveness of a retail store is

directly correlated with the population around the location of the store and indirectly

proportional to the distance to the store 39 . The role of store characteristics such as
population, household income, distance of the store and other socio-demographic factors

in influencing the preferences of the customers has been examined in recent reports.

The role of different market characteristics could be understood through Becker's

theory of time. As the customers always give importance to time, they will be interested

to purchase varieties of products/services under a single roof to save time. Furthermore,

the customers who value time and not interested to travel longer distance to do shopping,

will choose the store accordingly. Furthermore upper-class households will choose the

stores that offer convenient shopping environments and saves time40 . Thus the factors

such as time and travelling expenses are found to influence the choices of the customers.

H13: Variety and location of store are important retailer strategies.

Role of Competition Characteristics

The influence of retail competition on retail pricing has been discussed in recent

studies (Lal and Villas-Boas, 1998). Most of the firms are extremely sensitive to the

activities of their competitors41 . Thus, the activities of the competitors could extremely

influence the pricing strategy of a firm. The extent to which these activities influence the

market share of firm has also been reported recently42 .

The competition between the stores within a similar format and same

geographical region is found to be higher than between different store formats 43 . If there

is a competition between firms in terms of price or format, there will be change in

competitive pricing and shared profits of the firms. This will be helpful to differentiate

one firm from the other.

H14: Stores within a particular geographic area differentiate themselves on either

their pricing strategy or format strategy or both.

________________________

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 CHAPTER 4

RESEARCH METHODOLOGY

This chapter presents the different methods that are used by the researchers for the

study which includes the research design, the source of data, the instrumentation and the

data collection as well as the tools used for the data analysis.

Research Design

This study utilizes the descriptive research design. Research design, according to

Kinglinger, is the plan, structure and strategy of investigation conceived so as to obtain

answers to research questions and to control variance. It provides a way to use when

collecting, analysing and interpreting data you believe provides answers to your research

problem.

Descriptive research methods are used when researchers want to describe specific

behaviour as it occurs in the environment. The nature of the question that needs to be

answered drives which method is used. It does not answer questions about how, when

and why the characteristics occurred. Rather it addresses the “what” question. Collection

of data can be in the form of questionnaires, interviews, web searches and observations.

Sources of Data

The researchers gathered different types of information from various sources all

throughout the project study. Advices from practicing professional civil engineers and
architects are of big help to the researchers for the structural and architectural aspec ts of

the project. The panellists, comprised of the Civil Engineering instructors of Phinma

University of Pangasinan also helped in further improving the study. The researchers also

heeded the suggestions given by fellow civil engineering and architecture students of the

university.

The researchers were well-accommodated by the employees of the Municipal Office

of Binmaley, specifically the Municipal Engineering Office, the Municipal Assessor’s

Office and the Municipal Planning and Development Office for providing the needed

documents requested. It helped the researchers in the technical and structural aspect of

the study.

Opinions procured by the researchers from the respondents of the survey conducted

were also of special importance in the completion of the study.

Other supplementing data used in the study were acquired via browsing the internet,

books, newspapers and other texts in connection with the study.

Instrumentation and Data Collection

The researchers used the following methods to gather the necessary data to obtain the

most possible facilities and the security measures to be provided by the proposed project.

1. Questionnaires/ Surveys

It is conducted and collected from the random selected respondents of the town

for us to have insights of what they think about the project.

2. Consultations
 The researchers seek the help of some professional engineers and architects to

attain reliable information regarding the design of the proposed project.

3. Documentary Analysis

With the help of documentary materials such as National Structural Code of the

Philippines (NSCP), Building code of the Philippines, Plumbing and Electrical Code

of the Philippines, Web Searches, and other essential books were used.

4. Unstructured Interview

This is used to gather first-hand information. There is no outline used. The

respondents were interviewed in casual conversation and their reactions and

comments were given directly in the form of suggestion and opinions based on their

official position.

Tools for Data Analysis

The researchers employed statistical procedures to analyse the data. Data analysis

scheme presents the statistical techniques to be employed in the investigation. By using

the formula that was formulated by Slovin (Tejero and Catchillar, p. 43). This was

computed as follows:

n = __ N___

1 + Ne 2

Where: n = sample size (smaller group)

N = popular size (bigger group)

e = margin of error (the percentage of error allowed because only a sample

 is used and not the whole population.)

Confidence level = 95%

e = (1.00-0.95)

e = 5% (assumed margin of error)

Therefore,

n = __ 83,052___

1 + 83,052 (0.05)2

n = 398.083 say 400 respondents

From the computation, a total number of 400 respondents were needed for the study.

The frequencies of the study may come from any age brackets in the questionnaires.

Random Sampling is a method in which all members of a group (population or universe)

have an equal and independent chance of being selected. Ease of use represents the

biggest advantage of simple random sampling.

The researchers also used Purposive Sampling Method (also known as judgment,

selective or subjective sampling). It is a sampling technique in which the researcher relies

on his/her own judgment when choosing members of population to participate in the

study. A total of 100 respondents from the nearby municipalities were intended for the

study.
 CHAPTER V

PRESENTATION AND ANALYSIS OF DATA

This chapter presents the findings, analysis and interpretation of data gathered in

answer to the stated problems in the previous chapter.

By using questionnaires, the researchers conducted a survey for 400 random

residents of Binmaley using Random Sampling Method. The results as well as the

interpretation of data are as follows.

RESPONDENTS’ PERCEPTION OF HAVING A SHOPPING MALL IN THE

PROPOSED LOCATION

Perception

10%

90% YES
NO

FIGURE 5.1
 Figure 5.1 shows the number of respondents who are in favor of constructing a

shopping mall. 90% of the respondents agreed with the project proposal which indicates

their enthusiasm on having a mall in the proposed location while 10% of the respondents

do not agree with the reason that future traffic congestion in the place will occur as well

as the respondents’ idea on having a shopping mall in the town proper if possible.

RESPONDENTS’ FREQUENCY ON VISITING A SHOPPING MALL

Period of time

14% 5%

12% 30%

12%

11% 16%

Everyday Once a Week Twice a Week

More than twice a week Once a Month Twice a month
More than twice a month

FIGURE 5.2

Based on the data gathered, Figure 5.2 shows how frequent the respondents visit a

shopping mall. It shows the largest percentage of 30% which corresponds to at least once

a week followed by the 16% of the respondents who visit a mall twice a week and the
least percentage corresponds to those respondents who visit a mall every day which is

only 5%. This shows that residents of the municipality go to a shopping mall frequently

enough that constructing a shopping mall in the proposed location is possible.

RESPONDENTS’ PERCEPTION OF THE COMPOSITION OF THE PROPOSED

SHOPPING MALL

Preferred Facilities in a Shopping Mall

300

250

200

150

100

50

FIGURE 5.3
 RESPONDENTS’ PERCEPTION OF THE FEATURES IN THE PROPOSED

SHOPPING MALL

Mall Features
250

200

150

100 192 198 186

158
118
50

0
ELEVATOR ESCALATOR GARDEN CHANDELIER FOUNTAIN

FIGURE 5.4

Figure 5.3 shows that the most preferred facilities by the respondents in a shopping

mall are grocery and department store followed by the cinema, fast food chains and food

court area while the least percentage goes to the cultural center. While Figure 5.4 shows

that most of the respondents prefer to have a garden for the proposed project followed by

the fountain and elevator.

Another method used by the researchers is the Purposive Sampling Method. A

total of 100 respondents from the neighboring municipalities which includes Lingayen,
Bugallon, San Carlos and Dagupan City were surveyed for their perception regarding the

project study. The results and interpretation of the said survey are as follows.

RESPONDENTS’ PERCEPTION OF HAVING A SHOPPING MALL IN THE

PROPOSED LOCATION

FIGURE 5.5

As for the Figure 5.5, it almost resembles the results gathered from the residents

of Municipality of Binmaley. 91% of the respondents welcomed the idea of the shopping

mall construction in the proposed location.

 RESPONDENTS’ FREQUENCY ON VISITING A SHOPPING MALL

Period of time

12% 11%

17%
29%
8%
8%
15%

Everyday Once a Week Twice a Week

More than twice a week Once a Month Twice a month
More than twice a month

FIGURE 5.6

For Figure 5.6, the highest percentage result of how frequent the respondents visit a

mall is once a week with 29% followed by the 17% of the respondents who come to

shopping malls twice a month. While the lowest percentage of the results are every day

and once a month.

 RESPONDENTS’ PERCEPTION OF THE COMPOSITION OF THE PROPOSED

SHOPPING MALL

Preferred Facilities in a Shopping Mall

70

60

50

40

30

20

10

FIGURE 5.7

Figure 5.7 shows that the most preferred facilities are cinema, grocery and food court

followed by the department store and fast food chain while hardware, event area and

bowling area are the least expected by the respondents.

As most malls commonly have the top preferred facilities by the respondents, the

researchers still consider other options in order for the project to be more appealing for

the mall goers as well as for future investors.

 RESPONDENTS’ PERCEPTION OF THE FEATURES IN THE PROPOSED

SHOPPING MALL

Mall Features
60

50

40

30
55

20
44
40 39

10
12
0
ELEVATOR ESCALATOR GARDEN CHANDELIER FOUNTAIN

FIGURE 5.8

Figure 5.8 shows that majority of the respondents from the nearby city prefer to have

a garden in the proposed shopping mall also resembling the results gathered from the

respondents of the residents of Binmaley.

The composition and features of a shopping mall are significant factors that

attracts customers with varying tastes and preferences. The results shown according to

the survey conducted will guide the researchers with regards to the design and analysis of

the proposed project. With this, the researchers will be able to maximize the usage of the

shopping mall.