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Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan


*Fariha Tahseen1, Prof. Dr. Noman Ahmed2 1Lecturer, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi 2 Professor, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi

This paper is based on a study that investigates emergence and performance of shopping malls from design review and users’ experience. It examines users’ expectancy of services and their level of satisfaction, thus, influences overall performance evaluation of a shopping mall. This research paper also explores emergence of shopping malls in Karachi and a concise account of identifying challenges and exploring opportunities. The research methodology employs qualitative mode of research design for data collection through multiple methods such as on-site investigation by observations, and acquiring user perception by questionnaires and interviews. The data analysis comprises of calculation of customer satisfaction index (CSI) and SPSS statistics tests. Firstly, an overall trend in performance was evaluated. Secondly, it was found if there is statistically significant difference in performance between 5 selected shopping malls of Karachi based on incorporation of design considerations and attributes of a) location and accessibility b) parking and circulation c) site planning and landscape d) design features and services. A proposal of recommendations, as guiding ethos, to minimize impacts of identified challenges in malls of Pakistan concludes this paper.

Keywords: Shopping Malls, Mall Emergence and Development, Performance attributes, Customer Satisfaction, Challenges and Opportunities, Design Considerations, Building Evaluation INTRODUCTION Shopping malls, widely accepted as a global phenomenon, are a popular genre of retail development. Peoples’ attraction towards shopping malls not only owes to the business success but accounts for quality of spaces and the experience created by these multi-user retail spaces. During the recent past, shopping and multipurpose mall spaces have evolved and spread in numbers and scales in large cities in Pakistan. With the passage of time, these malls and high-end shopping stores have morphed into centripetal spaces that attract shoppers and vendors from various locations of respective cities. International brand promoters find malls an economic outlet to sell and promote their merchandize. The rapid advancement in technology and competitive environments has created both new challenges and opportunities for shopping malls. It was found useful to structure this paper by tracing evolution of shopping malls worldwide and its conceptual

development as multi user spaces. Research in the area of shopping malls in Pakistani context is generally very limited. Therefore, this research contributes to knowledge through an evaluation of performance of shopping malls, through acquiring visitor satisfaction, with certain measurement criteria would be essential besides tracking evolution of malls in Pakistan to understand the mall trends and issues associated with its design and performance.

*Corresponding Author: Fariha Tahseen; Lecturer, Department of Architecture and Planning, NED University of Engineering and Technology, Karachi. Email: [email protected]; Tel: 0092 (333-4708835) Co-Author Email: [email protected]; Tel: 0092 (333-3417250)

Research Article

Vol. 5(1), pp. 111-122, March, 2020. © www.premierpublishers.org. ISSN: 1530-9931

International Research Journal of Architecture and Planning


Tahseen and Ahmed 112

LITERATURE REVIEW

a. Historical Overview of Evolution of Shopping Malls

Shopping has been a popular activity and a desirable experience for people since ancient times. From the earlier formats of open market places and ancient grounds to enclosures, pavilions and eventually covered markets, a very interesting trail of spaces evolved in different parts of the world. Mc Morrough (2001) mentioned the evidences of first ever physically enclosed shopping activity which dates back to ancient Greek markets with an erection of stone structure built at the outer periphery of city walls also as an indicator of trade with other settlements. The concept of internalizing the urban experience developed further with more specialized spaces of consumption. The development of the arcade in Paris in the late 18th Century significantly changed retail and shopping in Europe (Chung et al., 2001). By mid of 20th century in USA, overly densifying urbanities aroused an urge to drift towards suburbs. The retail designers picked the opportunity to expand the shopping experience and accommodate the changing lifestyles, preferably located away from the central business district. Therefore, an increase in use of automobile and growth of new suburbs promoted phenomenal growth and development of shopping malls. Victor Gruen, the founder architect of one of the earliest shopping mall aimed to experience the sub urban scape to achieve new ‘shopping towns’ without the noise, dirt and vehicular congestion which had already overburdened the city centers. The mall was a remarkable (almost) copy of downtowns and a magnetic place with its variety of stores (auditoriums, bank, post office, local retailers, supermarket), its individuality, lights, color, and even crowds (Coleman, 2006; Wall, 2005).

b. Emergence of Shopping Malls as Multi User Spaces

Widiyani (2018) discussing historical evolution of shopping malls in United States and Europe mentioned that the concept of mixed-use shopping malls emerged between 1960 and 1970. The malls became spaces not only for shopping but also for socializing by incorporating food courts, cafes and restaurants. The latest multi commercial complexes disperse not only goods but also information regarding lifestyles and living (Kim, 2017). The search for a place where people can meet the need for shopping as well as travel and enjoy in their spare time or leisure time plays an important role in shaping shopping centers (Uslu, 2006). Delic, M. & Knezevic, B. (2014) discussed modern trends in shopping centers development that not only function as retail merchandising complex but a social and community center with several entertainment opportunities such as children play-scapes, virtual reality games, live shows, movies in multiplex cinemas and variety of food. The traditional social meeting places that caused cities to grow (in terms of covered area, population and wealth produced and consumed) and typically originated from a

mixture of economic and religious activities (the main square, commercial and religious life, and the high street), are now tending to be replaced to a large extent by shopping centers (Delic & Knezevic, 2014).

c. Key Attributes of Shopping Malls

Jackson, Stoel and Brantley (2011) stated that customers consider shopping mall attributes when selecting which mall to visit. Beyard and O’Mara (2006) characterized a well-planned shopping center as one that has a unified architectural theme while providing space managed as unit for benefit of tenants, unified site of accessible location, sufficient on-site parking, service facilities, comfortable surroundings and site improvements such as lighting and signage. However, Kushwaha, et al. (2017) mentioned accessibility, a heterogeneous mix of retail outlets, unique environment, safety and leisure to be the key service features that differentiate the retail experience of shopping malls from that of other shopping destinations. Merchandise mix, accessibility, services and atmospherics are the four key attributes of malls investigated by several authors (Dennis, Marsland & Cockett, 2001; Finn & Louviere, 1996; Frasquet, Gil & Molla, 2001).Research study of Astono (2014) investigated five shopping attributes of convenience, service quality, tenant presence, mall’s environment and marketing focus in order to find their impact on customer satisfaction.

d. Customer Satisfaction for Shopping Malls

Shamdasani and Balakrishman (2000) through research informed that physical environment is a key determinant for customer satisfaction. Evangetia and Giorgios (2010) also revealed in their study that the physical environment quality of shopping malls evolves the positive emotions of visitors in order to feel comfortable. Juhari et al (2012) argued that management of shopping mall’s service scape and physical environment needs to be included to evaluate its performance. An overall attractive and well-functioning mall with all necessary facilities and services are required for visitors’ satisfaction. Hui, Zhang and Zheng (2013) analyzed that the overall shopping mall customers’ satisfaction is influenced by management and maintenance of communal facilities such as rest rooms, shopping mall’s cleanliness, promotional events and its security services. Ilieska (2013) gave a widely accepted definition of satisfaction as a judgment that a product or service feature, or the product of service itself, provided (or is providing) a pleasurable level of consumption – related fulfillment, including levels of under or over fulfillment. In Fornell’s (1992) opinion customer satisfaction is a function of pre-sale expectation and post-purchase perceived performance. Wong et al (2012) and Ahmed (2012) investigated whether the customer feels satisfied with their decision to shop at certain shopping mall and after they shopped at certain shopping mall. Wang (2009) researched another dimension of customer satisfaction at shopping mall as whether the customers spend more money than they had originally intended on spending.


Int. Res. J. Archit. Planning 113

From aforementioned attributes of origin of malls in world to date, the malls are transforming and still evolving. Drastic changes have surfaced in shopping environments and trends in the urban scape of city of Karachi. After brief introduction to evolution of malls and their emergence as multi user spaces on global scale along with their key attributes, this paper tracks the evolution of shopping malls in the country of Pakistan. Thereafter mall trends in Karachi are outlined in order to identify issues associated with their design and performance. EMERGENCE OF SHOPPING MALLS IN PAKISTAN Visible typologies of retail specialized commercial spaces evolved during the British colonial rule (1857-1947). The British initially established enclosed market places. ‘Empress Market’, constructed between 1884 to 1889 situated in Saddar Town of Karachi and ‘Tollinton Market’ built in 1863 standing at Lower Mall area of Lahore are well known examples. These markets extended enclosed shopping environments to elite British gentry by providing local and imported goods of convenience and also assortments. These markets meant to sell vegetables, fruits, meat, textiles, stationery and even pets. More markets of this typology were developed by municipalities in various cities. Local construction traditions were skillfully applied in the development of such edifices. During post-independence phase, large cities in Pakistan grew at a fast pace. A need for extended retail spaces also arose. Many central areas of the cities saw rapid transformation of residential land use into retail commercial. Some purpose-built shopping structures also came up along the same locations. This built form was recognized with a term ‘shopping center’ in the local context. During mid-1970s and after, a sizeable number of Pakistani workers went to the Middle East. This labor force sent remittances back to home locations, including large cities. A significant part of this capital was absorbed in property and real estate sector. Shopping centers also multiplied at a fast pace in large cities such as Karachi and Lahore. Major commercial developments, arguably proportional to the needs of people, took place in this period. Initially they comprised of enclosed inward facing stores, connected by a common walkway. Parking surrounded in outside parameters. Modification in the built form of linearly aligned shops changed as walk up shopping centers of several floors. These walk-up complexes were locally termed as ‘shopping plaza’.1.The architectural features and functions of shopping plazas were reasonably distinct from other existing typologies (Ahmed, 2010). New techniques in building construction were devised. Extravagant usage glass and huge neon publicity signs treated the facades in a near outlandish manner. Layout of internal spaces as well as circulation patterns was changed by providing a central open space

1 With capacity for 10 to 30 shops

to congregate and disperse the shoppers according to diverse attraction of different shops. Elevators and escalators were wherever it was required to facilitate the vertical movement. However, these premises were specified for retail businesses only, specialized for selling general merchandise or fashion related goods. The emerging shopping centers and plazas absorbed and sold imported consumer goods due to demanding customer choices. As a consequence, a trend of ‘brand’ consciousness now became a noticeable reality. Moderate increase in demand for retail space and business, spurred by ‘local brands’, was drastically altered by arrival of ‘international’ brands. The imported items needed an outclass environment too. Advent of 1980harbingered more changes in the physical form of shopping locations. The contemporary genre of shopping malls2 became visible, having immense facilities and tenant mixes. Some core design elements are normally observed in most of these mall ranges. Defined enclosed entity, introvert design approach, radial or grid pattern in space lay out, a central congregation space as an atrium and interconnected corridors within the building are the basic planning features of a shopping mall. Like other regions of the world, reasons behind revolutionizing shopping districts in Pakistan by development of shopping malls is strongly influenced by international retail trends. In a research study by international council of shopping centers, Chicago (2012) it was thoroughly analyzed that an increase in number and scale of shopping malls in various regions of the world is led by changing demographics of cities, wide spread automobile use, technology advancement and socio-economic changes. Internationally, the phrase “mixed use project” became popular in the mid-2000s (Heiberg, 2012). Multi-purpose activities such as shopping, corporate offices, food court with health and recreational amenities are altogether incorporated in a mixed-use high-rise building. Low weight steel construction practiced with aluminum composite panels and curtain walls became trendy. Evidences from Pakistani cities corroborate these findings. Time constraint plus fatigue of getting different commodities from different places, extensive usage of automobiles with need for safe parking space, high external temperatures, environmental degradation factors, security threats due to law and order violation, rise of international travel, awareness, brand consciousness and impacts of globalization promoted the need for a safe and secure environment for retailers and shoppers. Most recently more specialized version of shopping precinct popularized as ‘shopping mall’ spurred and absorbed attention of mass public with capacity to accommodate more functions besides merchandizing such as hyper

2 Having capacity for 30 to 100 shops



stores that perform as anchor stores and sell all kinds of grocery and household items, children play areas, magnificent atriums for live shows and celebrations, multiplex cinemas, an exclusive floor for multiple food courts and several floors of corporate offices. They are able to serve diverse clientele within single complex. Highly mechanized HVAC systems, high surveillance, good hygiene conditions, cash withdrawal machines, elaborate signage and attractive lighting, all are basic services specialties’ of these shopping malls. RESEARCH METHODOLOGY Trends in urban development in Karachi inform that shopping malls are increasing in number. It makes an important observation whether these malls are performing well according to users’ expectations and convenience. Accessibility, location, retail mix, environment, ambiance, safety, leisure, price, layout, parking, variety, quality, cleanliness, operational hours are various attributes of mall experience and performance evaluated by many researchers. After conducting a thorough literature review, this research study analyzes performance of a mall as a multi user space, related to four major aspects. These area) location and accessibility b) parking and circulation, c) Site Planning and Landscaping d) design features and services. Thus, it examines how well the internal and external spaces with respect to design features, services facilitation and multiple usages in malls are significant for visitors and how much they are satisfied and thus influence overall performance of a mall. It is also deemed suitable to identify, in the shopping mall realm, what are the core challenges being faced by urban scape of Karachi and to what extent they can be mitigated. In order to fulfill the purpose of this study the research methodology comprises of design of, data collection method, sampling technique and data analysis method. Conclusions are accordingly drawn. a. Research design and data collection method Qualitative research methods are employed in the field to collect data about participants’ experience of shopping malls under study through multiple methods such as interviews, observations and questionnaires, therefore, concludes specific instances into a generalized conclusion. In order to better assess performance of malls in Karachi, this study employs an on-site survey approach as well as questionnaire survey to compare authors’ findings parallel with user perception for enquiring overall performance and design considerations of malls. In questionnaire survey, direct questions about mall attributes were asked which respondents could actually see or experience and therefore do not need to rely on their memory. Structured interviews from 3 expert architects famous for shopping

mall design and information provided by mall managements also supplement findings for this research. b. Sampling technique The sampling technique comprised of basic objective of selecting diverse cases. Two or more cases that illustrate the range of variation in one or more characteristics can be representative of specific factors in the overall portfolio (Gerring & Seawright, 2007). Therefore, on the basis of 1) diversity in location, 2) varied categories of available types of malls in Karachi as per ICSC categorization, 3) within timeline of past 2 decades, 4) availability of information and 5) frequency of visitor influx, 5 shopping malls were selected. Total 480 respondents (76 respondents from each mall) as samples were selected to fill 2 questionnaires. The questionnaires aimed at compiling demographic information of respondents such as age, gender, frequency of mall visit, mode of transportation used and purpose of visiting mall. There was no criteria for choosing respondents therefore convenience sampling that consists of readily available respondents were picked to save time and for convenience. c. Data Analysis method Customer Satisfaction Index (CSI), Kruskal-Walis H test and Mann-Whitney test of SPSS Statistics as data analysis methods were applied. CSI was calculated to investigate an overall trend of shopping malls performance through visitors’ satisfaction in Karachi. SPSS Statistics tests were applied to statistically examine if there is a significant difference in performance of all 5 malls based on 4 attributes (location and accessibility, parking and circulation, site planning and services, design features and services). A checklist of close ended questions (as performa) was evaluated regarding provision of design considerations in malls during onsite investigation of 5 selected malls. Later, total percentages were evaluated to review an overall trend. 2 questionnaires were designed; first to enquire significance of mall attributes by visitors (as expectancy) and second to enquire overall rate of satisfaction. Customer satisfaction is the customer’s feelings of pleasure or disappointment resulting from comparing a product’s perceived performance (or outcome) in relation to his or her expectation (Ilieska, 2009). To evaluate shopping malls performance through design attributes, Likert scale (1932) was used to find the extent to which respondents’ agreed with the statements on five-items scale ranging from strongly agrees to strongly disagree. Customer Satisfaction Index (CSI) was calculated as an indicator of customer satisfaction evaluation. It enables analysis of customer satisfaction with respect to relevant attributes for customer satisfaction and overall service by measuring expectations of customers and their satisfaction. A weighting method is used for the assessment of attributes.



Kruskal-Wallis H Test and Mann-Whitney test using SPSS statistics is a rank based nonparametric test (sometimes also called the “one-way ANOVA on ranks”) used to determine if there is statistically significant difference between two or more groups of an independent variable on continuous or ordinal dependable variables. The test was applied to understand whether performance score measured on a likert scale from 1 to 5 differed based on 4 attributes (location and accessibility, parking and circulation, site planning and landscape design and design features and services) which were independent variables and performance score was dependent variable.

RESULTS A. Demographic Variables of Respondents (Mall

Visitors) (Table 01)

Demographic variables

Gender (Total) N %

Male 158 33%

Female 322 67%

Total 480

Age

18- 24 Years 190 39%

25- 34 years 148 31%

35 – 49 Years 118 25%

50 – Above 24 05%

Frequency of Mall Visits

Once in a week 36 07%

Once in a month 158 33%

Twice in a month 99 21%

Once in 6 months 187 39%

Mode of Transportation

By personal conveyance 343 71%

By public transport 137 28%

Purpose of Mall Visit

Shopping 190 39%

Recreation 18 04%

Both shopping and recreation 272 57%

B. Basic information of targeted shopping malls in Karachi (Table 2)

Malls: M1 M2 M3 M4 M5

Category Community Mall

Neighborhood Center

Neighborhood Center

Regional Center

Super Regional Center

Location:

Tariq Road P.E.C.H.S

Hyderi, North Nazimabad

Zaib un Nisa St. Saddar

Sea View Clifton

Rashid Minhas Road, Gulshan e Iqbal

Total Covered Area: 360,000 sqft 100,000 sqft 130,000 sqft 1,000,000 sqft 1,640,000 sqft

Gross Leasable Area: 250,000 sqft 55,000 sqft 55,400 sqft 600,000 sqft 3,659,700 sqft

Date of Inauguration: 2001 2008 2010 2011 2017

Architect: ASA Pvt Ltd. ASA Pvt Ltd. Shabbir Hussain/ Azmat Raheem

ASA Pvt Ltd. ARCOP Pvt Ltd.

Developer of Mall: Dolmen Group Dolmen Group Iqbal Machiyara Dolmen Group Lucky Group

No. of Car Parks

Covered (Basement)

50 - -

40 - -

90 - -

1100 - -

1200 - 10

Open

Curb Parking

No. of Floors:

Car Park 1 5 -

1 4 -

1 4 -

1 3 15

2 3 1

Retail& Food Court

Other

Functions:

Shopping, Food Court, Children Play Area

Shopping, Food Court,

Shopping, Food Court, Cinema



No. of Anchors: - - - 1 1

Total no. of retail outlets: 300 50 180 130 200

Visitor Influx:

Week days

20,000 to 22,000 25,000 to 35,000

3000 to 4000 5000 to 6000

20,000 to 25,000 30,000 +

20,000 to 25,000 25,000 to 30,000

25,000 to 30,000 40,000 to 45,000

Weekend


Tahseen and Ahmed 116 C. Overall Performance Assessment of Shopping Malls in Karachi by Authors (Table 3)

Design Considerations

Questions M1 M2 M3 M4 M5 %age Overall

Location and Accessibility

1.The mall does not located in high density city area?

X X X ✓ ✓ 40% 73% 2. Is the mall easily accessible for vehicular

approaches? ✓ ✓ ✓ ✓ ✓ 100%

3. Is the mall easily accessible by public transport?

✓ ✓ ✓ X ✓ 80%

Parking and Circulation

4. Does the mall have defined visitor drop off area?

X X X ✓ ✓ 40% 34%

5. Are the pedestrian circulation routes unobstructed and carefully aligned in and around the premise of mall?

X X X ✓ ✓ 40%

6. Does the mall have provision for curb parking?

X X X X ✓ 20%

7. The mall does not appear to be dominated by basement car park?

X X X X X 0%

8.(a) Does the mall have significant car parking space as 1 car per 1000 sqft gross leasable area?

X X ✓ ✓ X 40%

8.(b) Does the mall have significant car parking space as 4 cars per 1000 sqft gross leasable area?

X X X X X 0%

9. The parking areas had good ingress, egress and circulation?

✓ ✓ ✓ ✓ ✓ 100%

Site Planning and Landscape Design

10. Are there landscape areas and outdoor sitting spaces around mall?

X X X X ✓ 20% 33%

11. Were there adequate site furniture such as trees, sitting benches, monuments, street lights, fences, screen walls, trash bins etc

X X X ✓ ✓ 40%

12. Was there comprehensive signage program and design as site furniture for visitors?

X X X ✓ ✓ 40%

Design Features and Services

13. Does the mall being designed with a concern for natural light?

X X X ✓ ✓ 40% 75%

14. Does the construction techniques, building design and building materials respond to the climatic needs of the region?

✓ ✓ ✓ ✓ ✓ 100%

15. Does the mall internal layout visually and physically connected with outdoor spaces?

X X X ✓ ✓ 40%

16. Does all the shops, food courts and activities in mall were operational?

✓ ✓ ✓ ✓ ✓ 100%

17. Was there provision of ramps and sensory design aspects for people with special needs

X ✓ X ✓ ✓ 60%

18. Was there basic services such as mid-way resting spaces, prayer area, toilets, emergency exits, ATM machines, lost and found desk, signage etc

✓ ✓ ✓ ✓ ✓ 100%

19. Does the internal layout have greatest exposure to shop fronts?

✓ ✓ ✓ ✓ ✓ 100%

20. In terms of way finding, was the mall layout easy?

X ✓ X ✓ ✓ 60%

Overall % 33% 43% 38% 76% 85% 55%


Int. Res. J. Archit. Planning 117 D. Average Validity and Customer Satisfaction Index Calculation of Shopping Malls in Karachi (Table 4)

Attributes M1 M2 M3 M4 M5 Average Satisfac-tion

Average Import-ance

Weight Weigh-ted Score Experi-

ence Score

Experi-ence Score

Experi-ence Score

Experi-ence Score

Experi-ence Score

Location and Accessibility

1. Conveniently located 3.9 4.0 3.7 4.0 4.1 3.9 4.6 5.62% 0.22

2. Accessible by car 3.7 3.9 3.7 3.5 4.5 3.9 4.5 5.50% 0.21

3. Accessible by public transport

3.5 4.1 3.3 3.1 3.9 3.6 3.8 4.64% 0.16

Average 3.7 4.0 3.56 3.53 4.16 3.8 (76%)

Parking and Circulation

4. Find a parking space 2.6 3.1 2.7 4.1 4.5 3.4 4.4 5.37% 0.18

5. Drop off area 3.2 3.0 2.8 4.1 4.5 3.5 3.9 4.86% 0.17

6. Pedestrian circulation around mall

3.7 3.6 3.5 3.8 4.0 3.7 4.1 5.01% 0.18

Average 3.16 3.23 3 4 4.3 3.5 (70%)

Site Planning and Landscape Design

7. Outdoor sitting spaces 2.1 1.9 2.4 3.2 3.7 2.7 3.8 4.64% 0.12

8. Landscape around. 2.4 2.1 2.3 3.2 3.8 2.8 3.6 4.40% 0.12

9. Display clear signage outside.

3.1 3.2 3.3 3.8 3.9 3.5 3.7 4.52% 0.15

Average 2.53 2.4 2.66 3.4 3.8 3.0 (60%)

Design Features and Services

10. Adequate safety. 3.9 3.7 3.6 4.1 4 3.9 3.9 4.76% 0.18

11. Display clear signage inside.

3.7 3.5 3.3 3.8 3.9 3.6 3.8 4.64% 0.16

12. Placement of shops and circulation flow

3.4 3.8 3.5 3.9 4.0 3.7 4.2 5.13% 0.18

13. Adequate facilities for disables.

3.6 3.3 3.1 3.8 3.8 3.5 4.3 5.25% 0.18

14. The overall architecture of mall

3.8 3.6 3.6 4.1 4.2 3.9 3.9 4.76% 0.18

15. Cleanliness & hygiene inside mall

3.6 3.5 3.4 4.1 4.2 3.8 4.3 5.25% 0.20

16. Cleanliness & hygiene outside mall

3.5 3.1 3.2 3.8 4.1 3.5 4.2 5.13% 0.17

17. Finding basic amenities such as ATM, toilets, prayer area, lost & found, information desk, benches, trash bins etc.

4.0 3.9 3.9 4.1 4.3 4.0 4.4 5.37% 0.21

18. Lighting inside 4.2 4.0 3.8 4.4 4.4 4.2 4.1 5.01% 0.20

19. Variety of brands & shops.

3.8 3.6 3.9 4.1 4.3 3.9 4.0 4.88% 0.19

20. Finding desired shops.

3.9 3.9 4.0 3.9 3.5 3.8 4.3 5.25% 0.20

Average 3.76 3.62 3.57 4.00 4.06 3.8 (76%)

Weighted Average 3.5 3.4 3.3 3.8 4.1 3.6 3.56

Customer Satisfaction Index

70% 68% 66% 76% 82% 72% 71.20%

Mann-Whitney Test

Ranks

test N Mean Rank Sum of Ranks

score 1.00 76 2.50 10.00

5.00 76 6.50 26.00

Total 152



Test Statisticsa

score

Mann-Whitney U .000

Wilcoxon W 10.000

Z -2.309

Asymp. Sig. (2-tailed) .021

Exact Sig. [2*(1-tailed Sig.)] .029b

a. Grouping Variable: test

b. Not corrected for ties.

Kruskal-Wallis Test

Ranks

test N Mean Rank

score Mall1 76 8.00

Mall 2 76 8.50

Mall 3 76 6.00

Mall 4 76 12.25

Mall 5 76 17.75

Total 480

Test Statisticsa,b

score

Kruskal-Wallis H 9.873

df 4

Asymp. Sig. .043

a. Kruskal Wallis Test

b. Grouping Variable: test

REPORTING THE OUTPUT OF THE KRUSKAL-WALLIS H TEST Performance score of 5 malls was evaluated. N were the respondents who scored 4 attributes (location and accessibility, parking and circulation, site planning and landscape design and design features and services) for each mall. A Kruskal-Wallis H test showed that there was a statistically significant difference in shopping malls performance score, x=9.873, p=.043, with a highest mean rank performance score of 17.75 for M5, former 12.25 for M4, and lower mean rank performance score of 6.00 for M3, while mean rank satisfaction score of 8.00 and 8.50 for malls M1 and M2 respectively was somewhere in the middle. DISCUSSION This research has been conducted to evaluate performance of shopping malls of Karachi through examining internal and external spaces with respect to design features, service facilitation and visitor satisfaction. To achieve this objective, 4 major aspects a) location and accessibility, b) parking and circulation, c) site planning and landscaping d) design features and services were evaluated through set of 20 questions enquired from 480 respondents.

Through questionnaire survey, demographic variables achieved according to which a mix population in terms of gender and age profile was taken (see Table 1). 71% of the targeted respondents visit respective malls by personal conveyance. 57% of the visitors aimed for both shopping cum recreation during visit to a mall. Varied categories of malls as per gross leasable area i.e., community mall, neighborhood center, regional center and super regional center were chosen along with basic information for history record purposes. With proceeding time line from 2001 to 2017 a consistently increase in GLA, no. of car parks, anchors and visitor influx is recorded. A considerable increase in no. of visitor influx during weekdays and weekends was found in regional and super regional centers that had more no. of outlets other than hyper stores and more dining and recreational facilities (see Table 2). Besides placement of some malls in high density areas and slight inconvenience in access by public transport an overall satisfaction in location and accessibility ranging 73 % was recorded in authors’ assessment and 76% in users’ evaluation. Ease in finding a parking space and circulation around malls was fine with a score of 70%, however, during onsite investigation, lack of proper drop off areas, obstructed pedestrian routes around the premises of malls, lack of provision of curb parking and lack of required number of car parks decreased considerably the performance measure to 34% by author evaluation. An overall lack of satisfaction measure (60%) was found for site planning and landscape design by users and an even higher level of dissatisfaction (33%) accounting for landscape areas, site furniture and signage program was marked during onsite investigation. Except for provision of natural light, ventilation and sensory design aspects an overall satisfaction score 76% was recorded for design features and services by users which are same as authors’ evaluation i.e., 75%. This indicated an overall positive impact of mall development on users of Karachi with further possibilities of interventions. The analysis that has been conducted with 4 attributesas can be seen from table 4, the overall satisfaction rate is 71.20% which is not very high. It can therefore be concluded that the 4 attributes have greatest importance for users of shopping malls but satisfaction score has potential for further improvement. Test result of Krsukal-Wallis H test also revealed that the shopping mall M5 scored highest in authors’ evaluation of design considerations review (through on-site investigation) also ranked highest with mean rank performance score of 17.75. However, the shopping mall M3 as scored low in authors’ evaluation was ranked least in Kruskal-Wallis H test. Test results of M1 and M2 were scored in the middle, however, in authors evaluation M1 scored least and M2 was somewhere in the middle.



SHOPPING MALL REALM – CHALLENGES AND OPPORTUNITIES There are six administrative districts of city of Karachi named as; Karachi South, Karachi East, Karachi Central, Karachi West, Malir and Korangi. The surveyed malls exist in Clifton, Saddar, Nazimabad, P.E.C.H.S. and Gulshan e Iqbal. Major commercial corridors that serve majority of middle and upper middle-income groups such as Clifton and Saddar lies in Karachi South, Nazimabad is situated in District Central, Gulshan e Iqbal and P.E.C.H.S are present in District East. A set of design guidelines for shopping mall development is essential for architects, developers and builders in understanding and promoting sustainable built environment with quality and enjoyable spaces. These guidelines enable and ensure a cohesive, harmonious and coordinated development. An account of identified issues while analyzing shopping malls in Karachi was helpful in proposing recommendations for future considerations. 1. Location and Accessibility A strategic location allows easy access, attracts a larger number of customers, and increase potential sales of a retail outlet (Kanoga, et al., 2015). Demographics, catchment analysis, economic development, surrounding infrastructure and connectivity are the mentionable criteria of a strategic location for a mall. The shopping mall survey in various zones of city of Karachi revealed that in order to gain optimum visibility and vehicular access, the developers focus on the already congested streets. City authorities modify zoning schedules and declare prime thorough fares fit for commercial development – even if the land use is residential or amenity based. Due to high land price value and acquiring optimum visibility on prime thoroughfares compact parcels of land are acquired to develop mall enclaves with least concern for built to open ratio. Hence provision for parking spaces is also highly inadequate (see Table 2). During on-site investigation to evaluate overall performance of shopping malls it was found that most of malls (60%) were located in high density city areas (see Table 3). These constraints result in severe congestion for car parking and traffic circulation. As a consequence, the overall quality of urban built environment is adversely affected by improper location of malls and poor integration into already congested commercial corridors. Malls on ZaibunNisa Street of Saddar, commercial districts of Clifton, shahrah e shershahsuri of North Nazimabad and Tariq road are major examples in Karachi portraying the situation discussed earlier. However, shopping malls’ survey to acquire mall users’ experience revealed respondents’ greater level of satisfaction (82%) about malls’ existence on convenient locations (see Table 4).

3AdilKerai, Architect, Habib Fida Ali Associates, Karachi

Optimum visibility, location on prime thorough fares and high accessibility by personal conveyance such as cars and bikes are core reasons that make approach to malls convenient for users. The city centers are already crowded and there is hardly any organized development possible to map these upcoming retail centers. A comprehensive location analysis and site choice determinants for shopping malls is essentially needed in Pakistani cities to identify future locations of these developments with little or no overlaps of catchments. 2. Car Parking and Traffic Circulation Survey of shopping malls in Karachi revealed that undeveloped transportation infrastructure and placement of malls slightly away from public transport encourage 89% users to come to malls by their personal conveyance (Table 1). Coming to a mall for shopping, visitors prefer to park their cars in parking lot outside a mall, however all surveyed malls were found to be dominated by basement car parks (see Table 2). No surface parking lots were found around any mall. To ease the customers, several mall managements provide valet parking service. Cost of this service is partially subsidized by mall management. To increase shoppers’ influx, visibility of existence and frequenting intensity of prospective shoppers, the developers prefer to locate malls on busy arteries. As such, the automobile usage is rising exponentially. For shopping malls, this fact demands higher scale provision of parking and ancillary spaces. The survey of all shopping malls informed that number of car parks to be provided as 1 car per 1000 sqft gross leasable area was far less than required in 3 out of 5 malls (see Table 3 & 5). Adil Kerai3, an architect well known for mall design, informed that ‘the major problem being faced by the mall managements, developers, architects and users is the traffic circulation and parking space provision. The shopping malls built ten to fifteen years ago with parking space provided according to the standard ratio of 1 car per 1000 sq.ft. salable area is insufficient now; since the automobile usage and ownership has excessively increased therefore, now it is becoming difficult to accommodate car parking space and traffic circulation routes around a mall’. Assuming 4 to 5 cars per 1000 sqft gross leasable area, as proposed by Gibbs (2012), the no. of car parks decreases further (see Table 5). However, if cars rotation is considered assuming 4 hours to be maximum time spent in a mall as informed by Mall management, therefore 3 shifts of car parks can be considered. This increases no. of car parks 3 times. The survey of mall visitors’ experience revealed an average rating of drop off, finding convenience in parking a car and pedestrian circulation around malls which can be improved further (see Table 4).


Tahseen and Ahmed 120 E. No. of Car Parks per Gross Leasable Area (Table 5)

Mall: M1 M2 M3 M4 M5

Gross Leasable Area: 250,000 sqft 55,000 sqft 55,400 sqft 600,000 sqft 3,659,700 sqft

Given No of Car Parks. 50 40 90 1100 1,200

No of Car Parks to be Provided with Ratio 1:1000 250 55 55 600 3,660

Shortfall 200 15 - - 2,460

%age 80% 27% 0% 0% 67%

No of Car Parks to be Provided with Ratio 4:1000 1,000 220 220 2,400 146, 388

Shortfall 950 180 130 1,300 145,188

%age 95% 82% 59% 54% 99%

Unspecified on street parking also adds to the problem. The case was majorly observed in already congested commercial areas of Tariq road, Bahadurabad, Saddar, Hyderi and Clifton in Karachi. In contrast, provision of proper curb parking and service lanes can be effectively functional for minimizing congestion in traffic movement as well as pedestrian and vehicular conflicts while crossing the road. 3. Pedestrian Realms and Public Transportation During the survey and onsite investigation, pedestrian realms and access points around shopping malls were found to be limited, with snowballing vehicular and pedestrian traffic conflicts. Marketing and leasing head4 of a shopping mall in Clifton, Karachi informed about traffic circulation and security constraints that ‘malls are highly secured amenities, so if public transport is nearby, due to too many vehicles, a chaos erupts resulting in security breaches. Therefore, mall’s management wants the public transportation services at a safer distance from the shopping mall’. Uncontrolled and undetermined law and order situation makes the shopping malls fortified with strict security checks. About Incorporation of public transportation system into the immediate vicinity of shopping malls, architect Yawar Abbas Jilani5 an expert of mall design, shared his views. In his words, ‘unfortunately, our urban structure is not developed up to the extent on which our building sector has developed. Public transportation are not convenient for majority classes i.e., middle, upper middle or high income groups, therefore, people prefer to travel by their own conveniences. As architects and designers we would respond towards given challenges. At present, there is no public transport system worth the name in Karachi. In future when train or bus services will be introduced, developers would fight to integrate those facilities into their buildings as the rental prices would increase along with property values’. Using enhanced paving, level difference, landscape islands or low height railing and fences can be proposed to minimize conflicts while pedestrian and vehicular circulation. Defined separate passages for both pedestrian and vehicles shall be provided.Multiple access points to site and building shall be provided. For services and utility access, separate yet convenient channel should be

4 Marketing & Leasing Head of a mall in Karachi, Pakistan

provided with appropriate turning radii for trucks. For safety and convenience of mall visitors separate drop off lanes with clearly indicated signage shall be provided to avoid traffic jams while cars stop to discharge passengers. 4. Site Planning and Landscape Design Shopping malls survey in Karachi revealed landscape areas around the malls along with outdoor sitting spaces are quite limited. The user experience was also not favorable (see Table 4). Absence of landscape features in parking lots was a common observation. There is an overall need for site features such as trees, monuments, benches, water bodies, signage and trash bins. The cleanliness and hygiene condition inside malls is quite satisfactory however the immediate outside conditions needs special concern (see Table 4). Community Spaces such as sitting islands while waiting for cars, walkway planters, patios, sitting spaces outside tea or coffee shops, water bodies etc. should be provided to enhance overall ambiance around malls. Building footprint is considerable for provision of outdoor quality spaces in proportion with enclosed area and Orientation is significant to incorporate local climate factors such as wind movement and sun path for incorporating natural day light. There should be adequate site furniture such as trees, sitting benches, signage, monuments, street lights, fences, screen walls, trash bins etc. The overall feel of hardscape needs to be softened with natural treatments such as placing planters, water bodies, landscape islands to enhance ambiance of mall site while accessing and exiting. Parking lot landscape is essential for visual relief, regulating microclimate, enhancing ecology and providing shade for cars and pedestrian movement. 5. Design Features and Services In shopping mall design and development, a general lack of concern can be extensively found for incorporating natural light and ventilation. An introvert design approach with minimum or no use of daylight and natural ventilation and complete reliance on artificial means of cooling strategies was a common observation during survey of malls of Karachi. The demand of artificial lighting, mechanical cooling and ventilation systems is more

5 Principal Architect, Arcop Associates, Karachi, Pakistan



accelerated with unsustainable level of construction materials in building sector of Pakistan such as glass, aluminum composite panels, curtain walls and glazing that does not suit the warm climate of this region. Instead of curtain walls recessed windows with glazing shall be proposed. Building cladding having adequate time lag shall be considered for heat insulation from outside.

In few malls basic facilities like mid-way resting or sitting spaces, litter boxes, lost and found desks, and guidance signage for fire exits, prayer, toilet, and handicap access were not easy to find. Essential services like fire exits, access and mobility facilitation for disabled people are provided in very few of shopping malls (see Table 4). Provision of ramps and sensory design aspects must be incorporated for people with special needs. The architect of the Forum mall, Habib Fida Ali referred the same problem by stating that ‘there’s a lot of demand for malls now but most developers compromise on safety standards and other civic issues. I had a hard time convincing the developers of a mall to provide adequate space for parking. And most developers tend to neglect escape routes, parking facilities and other amenities as well as the commitment to design, quality, innovation and delivery.’ The problem demands for a system of checks to prevent violation of building standards and codes (Rind, 2013).

Varied building forms and profiles shall be proposed to break the huge massing and relating with varying profiles of adjacent buildings. Human scale should be considered for building physical and visual accessibility. Main entrance shall be dominating with some recognizable features. Concern for natural light provision and ventilation must be pre-requisite. Parking area lighting must be adequate while being functional and attractive. All lighting must be carefully switched off when mall is closed. Street lighting should be consistent with surroundings and ease pedestrians. Building lights should enhance architectural features. Comprehensive Signage Program and design is essential as site furniture for visitors’ convenience regarding identity and directions. Internally illuminated signage without glare, carefully selected material, color and size should be preferred.

Besides careful architectural design and placement of a mall in urban quadrant in an appropriate manner, there are some other aspects vital for commercial success of a mall. These include brand selection, visitors’ circulation paths, space price structure, maintenance and occupancy status. For successful operation and management of a mall, it was found during the survey that shops should not be sold, rather they should be rented. It helps to control the brands placement in order to circulate the movement flow of shoppers. Commodity price trends are also an important variable. While dilating on the market trends, architect YawarJilani informed that now days, due to multiple economic constraints, international brands are dwindling due to unaffordable price structure. Local brands are excelling in the market since the price structure is not on the high end like international brands. Also mentioned;

when the Ocean mall introduced local brands, people’s influx picked up from 1200 to 12000 per day. It was remarkably influential for other retailers and outlets in the mall. It is more convenient for mall management to upkeep, renovate and maintain a mall in which maximum shops are operational on rental basis. CONCLUSION Shopping needs and areas are expanding. Today’s shopping malls are not only the merchandizing enclaves but they are multi-user spaces with variety of functions hence portraying a ‘life style’ of consumerism and socialization. They offer variety of architecturally designed spaces which are primarily indoor spaces. Under the facts being discussed in this research paper about shopping malls in Pakistan, design guidelines need to be drawn to further uplift the built form of shopping malls and the surrounding context which are on pace of continuous evolution. Negligence of several aspects of retail planning and development such as improving livability, management of traffic volumes and pedestrian approach, insufficient parking spaces, lack of well managed public outdoor spaces and landscape around are some mentions required to enhance quality of life and urban environment in Karachi. Strategic location of a shopping mall that allows convenient access, higher scale provision of parking and ancillary spaces along with smooth traffic circulation planning, provision of unobstructed pedestrian realms, outdoor sitting spaces integrated with landscapes and incorporating several design features and services can potentially increase overall performance of shopping malls in Karachi. Architects and realtors may do well while designing to contextually assimilate their creation in respect to scale, volume, social and aesthetic integration and services. Careful alignment of traffic circulation routes, entry exit points, designed ‘on’ street or ‘off’ street parking and of pedestrian paths around a shopping mall can remarkably increase vitality and viability of the locality. Ideally, a mall is developed as a complex surrounded by ample space for parking, landscape and service provision. It can be best suited in such locations where the traffic volumes are manageable and do not get over burdened due to the intensification of commercial activity. The provincial and local governments which are now authorized to undertake planning and developmental control should initiate scientific studies to assess the impacts of the planned and unplanned commercialization in order to rationalize the site choices for malls.

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Accepted 3 March 2020 Citation: Tahseen F, Ahmed N (2020). Investigating the Emergence and Performance of Shopping Malls from Design Review and Users’ Perspectives in Karachi, Pakistan. International Research Journal of Architecture and Planning. 5(1): 111-122.

Copyright: © 2020. Tahseen and Ahmed. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are cited.

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