ANALYSING THE PSYCHOLOGICAL EFFECTS OF LANDSCAPE DESIGN ON MALL PATRONS IN KADUNA STATE

ABSTRACT

 

This study examines the role intentional landscape design plays in increasing customer patronage in malls in Kaduna state, Nigeria. To achieve this aim, research through literature review and a survey using a questionnaire is used. From the literature reviewed, the type of landscaping features and plants to be used to achieve maximum customer patronage is identified and the data gotten from the questionnaire reveals landscaping features that mall patrons find the most pleasing and will cause them to patronise the mall more frequently. Based on the results gotten from the research, it has been found that water bodies are suitable for Kaduna state climate. Broad-leaved trees with dense branches and a wide canopy like the Bagaruwa (Acacia) and the Malmo (Water pear) trees are best for Kaduna state because they provide shade for people and reduce the level of solar radiation while cleaning the air of dust and other particles and regulating the temperature and most importantly are local to the state. The result from this study proves that intentional landscape design can increase customer patronage and generate more revenue for the mall owner and shop owner.

 

CHAPTER ONE

1 INTRODUCTION

1.1     BACKGROUND

Malls are important buildings in society because they are avenues for people (customers) to leave their homes, interact with others and do something interesting, entertaining and to while away time (Why should we go shopping, 2020). They are also useful to people (shop and brand owners) when it comes to product launches, promotions and performances. Malls with playgrounds and arcades also provide a form of relief for parents who can drop their children off to play and catch a breath while keeping a watchful eye by sitting nearby at a food court or sit out area. Shopping malls also serve as tourist attractions to visitors as they have a variety of activities to do within them. Visitors can do their shopping at these malls, meet up with friends, watch movies, eat and create memories that will last a lifetime within that space.

With the introduction of online sales from social media and stores websites, the concept of physical malls is beginning to fade (Garcia, 2019). As such, any new mall needs to have something different, something that will intrigue consumers and not just to get their patronage but also increase it overtime.

The Washington Post released an article (2019) about how physical malls are dying due to the introduction of online marketing. In this article Abha Bhattarai wrote about how the only malls that are thriving in this day and age are spending a lot of money creating lifestyle experiences like yoga studios, meditation centres and recreation spaces. By spending this much to create an experience for consumers, there is now a divide between rich malls and poor malls. In the article, he asks why new mall owners still make the mistake of creating malls without considering the major need of today’s man, stress relief and the need to create memories (Bhattarai, 2019).

Seeing as the level of stress in people is increasing, people are always looking for methods to escape their stressors and find relief. This is where landscaping comes into play. Being in the presence of and just viewing greenery and nature helps with mindfulness, evokes positive feelings, reduces negative emotions and stressful thoughts. (Oyetola, Adebisi, Onuwe, & Salihu, 2013).

After looking at two malls in Kaduna, it is found that these particular malls have little to no landscaping. The malls are the Kaduna Capital Plaza, Kaduna and ASD City mall, Kaduna. Kaduna Capital Plaza (fig 1) used up all their external space for parking while ASD city mall (fig 2) lined the perimeter of the building and the fence with coloured shrubs. Although ASD City mall has some soft landscaping, it was not intentionally designed, which is what this paper is on, rather it was done either out of necessity or habit.

 

Figure 1: Kaduna capital plaza showing lack of landscaping

 

Figure 2: ASD city mall showing shrubs lining the building perimeter

1.2     PROBLEM STATEMENT

Malls are used for more than just shopping, they are also buildings where people go to relax and recalibrate (Staff, 2020) and as such the environment should be conducive for this purpose. With the introduction of online stores, physical stores are dying due to a focus on profitability over consumer experience. This lack of experience leads to an increase in stress levels of the patrons which leads to a reduced level of patronage, loss of income and a total extinction of physical malls.

1.3     AIM

The aim of the research is to assess the effects of landscape design on consumer patronage in malls in Kaduna state.

1.4     OBJECTIVES

1. To assess landscaping features used in existing malls.
2. To explore landscaping design features suitable for malls in Kaduna

state.

3. To assess mall patrons’ perspectives on landscape design features.
4. To design a mall in Kaduna that applies the identified landscaping features.

1.5     SCOPE

The study covers how properly designed landscaping can create more consumer traffic and increase customer patronage in malls. The study is limited to experiences and perspectives of people in Nigeria. It aims at finding out people’s perspectives and thoughts on landscaping features and their intentional design based on thermal comfort, visual appeal and functionality. This information is analysed by sending out questionnaires to mall patrons of all ages and genders to find out what landscaping features appeal to them based on these variables. A study on landscaping features that are conducive for the climate in Kaduna state and are native to Kaduna state is carried out to give an idea of the features that will be most suitable in the design.

1.6     SIGNIFICANCE

There is a high level of stress in people in today’s world which can affect our day-to-day activities and productivity levels (Oyetola, Adebisi, Onuwe, & Salihu, 2013). Asides from shopping, people visit malls to clear their minds and relieve themselves of stress and unwind (Staff, 2020). Landscaping and greenery have been known to help with both activities. This study sets out to prove the positive effects of intentional landscape design to the consumer and the mall owner when designing malls.

ANALYSING THE PSYCHOLOGICAL EFFECTS OF LANDSCAPE DESIGN ON MALL PATRONS IN KADUNA STATE