Keywords: Shopping Mall, User Study, Eye-Tracking, Data Analysis
Duration: Feb to Apr 2013
Guide: Prof. (Dr.) Pradeep Yammiyavar, Head, CET, IIT Guwahati
Description: This work was done for Semester Design Project. Consumer’s rising purchasing power and his increasing focus on value proposition rather than just price and shopping malls in India suddenly start becoming more relevant. Entrance is in a way very important of the shopping mall as shoppers start experiencing and accessing a shopping mall from entrance. Objective of my project was to study the visitors’ behavior and find their preferences among different factors and elements related to Indian shopping mall entrance and then purpose design guidelines which would provide help while designing entrance area in the malls.
Duration: Feb to Apr 2013
Guide: Prof. (Dr.) Pradeep Yammiyavar, Head, CET, IIT Guwahati
Description: This work was done for Semester Design Project. Consumer’s rising purchasing power and his increasing focus on value proposition rather than just price and shopping malls in India suddenly start becoming more relevant. Entrance is in a way very important of the shopping mall as shoppers start experiencing and accessing a shopping mall from entrance. Objective of my project was to study the visitors’ behavior and find their preferences among different factors and elements related to Indian shopping mall entrance and then purpose design guidelines which would provide help while designing entrance area in the malls.
First, field study of four of the malls in Guwahati city was conducted for observation and problem definition. It was followed by relevant literature study. On the basis of observations and literature review 5 categories of different factors associated with mall entrance were defined and a questionnaire having 18 five-level likert items was prepared. Responses from 34 shopping mall visitors were collected using the questionnaire. Correlation and relative confidence techniques were used to analyse the responses. In lab Eye-Tracking studies with shopping mall entrance images (16 participants) were conducted followed by retrospective questions and also a questionnaire in which participants were asked to rate the 4 malls on the basis of the 5 initial categories. Heat maps of eye-tracking studies were analysed and descriptive analysis of results of second questionnaire was done. To conclude project, guidelines containing points of consideration while designing shopping mall entrance.