1. By: Himanshu Bansal (10020516)
Guide: Prof. Pardeep Yammiyavar
Study of Entrance in Shopping Complexes
Issues in Design
End-Semester Presentation
Design Project-2 (DD 312)
Systems approach to design

2. Objectives
To study the visitors behavior and find their preferences among different factors and elements
related to Indian shopping mall entrance
To purpose design guidelines which would provide help while designing entrance area in
Indian shopping malls

3. Field Study
Sit on the stairs
Visitors types
Where to proceed
Whether to enter

4. Design Problem
How to design a shopping mall entrance concerning following issues:
Visually attractive enough
Effective communication of reasons to enter in the mall
Guidance in proceeding after entering
Relaxation
Services before entrance

5. Previous Works
Shopping Behavior
Technological Intervention3, 7
Way finding6
Specifically on entrance8

6. Factors associated with mall entrance
Aesthetic appearance of the mall
Qualitative edge of the mall
Way-finding6
De-stressing facilities4,5
Pre-shopping services4,5

7. Questionnaire for importance of sub-factors
5 factors sub-divided into 18 sub-factors ( developed from observations and literature research2, 8, 9)
18 likert scales items on 5 level importance
34 participants
3 different malls
(camera was being used for documentation)
Sub-Groups No. of Participants
Gender
Female 12
Male 22
Age
<=25 16
>25 18
Shopping Value
Hedonist 16
Utilitarian 18

8. Hedonist vs. Utilitarian1
Independent sample t-test
Adequate open space
near the entrance
Ease in finding ways
to reach intended
location
These two sub-factors have significantly more importance for Utilitarian than Hedonist

9. Correlation
No two sub-factors are strongly correlated

10. Significantly Important and not important sub-factors
Paired sample t-test
Significantly Important
Convenient parking lot near the entrance
Knowing different sections of mall
Adequate open space near the entrance
Significantly Unimportant
Promotional product stalls after entering into the mall
Ease of locating cinema ticket counter if exists
Display of popular brand logos at entrance
Landscaping or greenery near the entrance
Item no.
(arranged according to mean) Mean
No. of factors with less
significant importance
No. of factors with more
significant importance
ME_12 4.3939 12 0
ME_2 4.0882 6 0
ME_5 4.0882 5 0
ME_8 4.0588 4 0
ME_15 4.0588 4 0
ME_18 4.0294 4 1
ME_7 4 4 1
ME_6 3.9697 3 0
ME_14 3.9412 3 1
ME_3 3.8824 2 1
ME_1 3.8235 2 1
ME_9 3.7353 1 1
ME_10 3.6471 1 1
ME_17 3.6176 1 3
ME_11 3.4118 1 7
ME_13 3.4118 1 10
ME_16 3.3636 1 9
ME_4 2.7941 0 17

11. Eye tracking on 4 shopping mall front wall images
16 participants divided into 4 groups
Instruments used
Tobii Eye Tracker
Clear View Software
Self clicked images of shopping mall front
Methodology used
Experiment Briefing
Calibration
Eye Tracking
Latin Square for sequencing
White slide in-between for 3 seconds
Each mall slide for 20 seconds
Retrospective
(Sony handycam was being used for documentation)

12. Eye tracking on 4 shopping mall front wall images
Heat Maps or Hot Spot
Used it for quantitative research
Gaze Plot
Used it for retrospective

13. Inferences from heat maps
Analyzed total AoIs frequencies of different malls
Highly dense areas with information or visual elements
Mall name banners
Lower part of shopping malls
Front wall (without any information display): Low AoI
Big Bazaar came up with most no. of areas of interest: 7
AoIs in Dona Planet were mostly restricted to 3
Entrance gate of Sohum Emporia: Low AoI
Billboards in Sohum Emporia: AoIs for all 4 stimulus

14. Comparing 4 malls on the basis
of 5 factors
Instruments used
Self clicked images of shopping mall
Computer screen to show images
Video Camera for documentation
Methodology used
Briefing about meaning of each item and how to fill
Ranking
Retrospective
25 participants

15. Comparing 4 malls on the basis of 5 factors
0
1
2
3
4
Aesthetic
Qualitative
Way-
Finding
De-
Stressing
Pre-
shopping
Hub Mall
0
1
2
3
4
Aesthetic
Qualitative
Way-
Finding
De-
Stressing
Pre-
shopping
Dona Planet
0
1
2
3
4
Aesthetic
Qualitative
Way- FindingDe-Stressing
Pre-shopping
Sohum Emporia
0
1
2
3
4
Aesthetic
Qualitative
Way- FindingDe-Stressing
Pre-shopping
Big Bazaar

16. Retrospective/Qualitative
Vibrant and warm color
Neat, Classy due to glasses and rectangular blocks
Symmetry and converging entrance
More than one entrances
Lighting
Temporary installments
Colorful pattern on wall
Contrasting and nice billboards
Perpendicular information display
Use of display window

17. Design Guidelines
Think about target visitor group and factor
Aesthetic Appearance
Color of the mall: warm or cool2
Unusual and interesting architectural elements
Reflective Glasses
Name logo should be attractive
Brand Patterns on wall
Qualitative Edge
Place important banners on lower half
Image + some big words
Color contrast and graphics of banner
On mall front wall
Important information near name banner (tagline)
Not only perpendicular placement
Use of display window
Way finding
Knowing different sections within the mall
Visibility of stairs or lift
Emphasis on entrance
Symmetric
Converging
Change in forms
Signages
Position of other services
Floor wise
Maximum labeling of products
Path helpful rather than confusing
Only one
Help through signages

18. Design Guidelines
Think about target visitor group and factor
De-stressing
Adequate space near the entrance
Greenery is not much important
Lighting
Spacious paths
Sitting benches near entrance
Multiple entrance
Pre shopping services
Sufficient parking area is very important
Baggage submission: near entrance gate
Signage: Parking, ATM
Movie ticket counter is not as much important
Promotional product stalls
Avoid
Position such that they don’t affect visitors’
primary actions

19. Future Works
To make a 3D model of shopping mall entrance on the basis of design guidelines
To take rating from participants on same 5 factors and then compare it with existing ones.

20. References
1) Babin, BarryJ., Darden, William R., and Griffin, Mitch: Work and/ or Fun: Measuring Hedonic and Utilitarian Shopping Value.
Journal of Consumer Research 20 (March 1994): 644–656
2) Bellizzi, J. A., Crowley, A. E., & Hasty, R. W. (1983). The effects of color in store design. Journal of retailing, 59(1), 21-45
3) Bohnenberger, T., Jameson, A., Krüger, A., & Butz, A. (2002, January). User acceptance of a decision-theoretic location-aware
shopping guide. In Proceedings of the 7th international conference on Intelligent user interfaces (pp. 178-179). ACM
4) Carmona, M., & Tiesdell, S. (Eds.). (2007). Urban design reader. Amsterdam: Architectural Press.
5) CARR, S., et.all. (1992), Public Space, Cambridge University Press, Cambridge
6) Chebat, J. C., Gélinas-Chebat, C., & Therrien, K. (2005). Lost in a mall, the effects of gender, familiarity with the shopping mall and
the shopping values on shoppers' wayfinding processes. Journal of Business Research, 58(11), 1590-1598
7) Gilliéron, P. Y., Buchel, D., Spassov, I., & Merminod, B. (2004, May). Indoor navigation performance analysis. In Proceedings of
the 8th European Navigation Conference GNSS (pp. 17-19)
8) Kusumarini, Y., de Yong, S., & Thamrin, D. (2012). Entrance and Circulation Facilities of Malls in Surabaya: A universal interior
design application. Procedia-Social and Behavioral Sciences, 68, 526-536
9) Wakefield, K. L., & Baker, J. (1998). Excitement at the mall: determinants and effects on shopping response. Journal of
retailing, 74(4), 515-539