Psychological Factors of Mall Shopping Experience

Apparently psychological factors come into play when determing the shopping experience, it’s been claimed. The price of commodities is only part of the picture.

People talk about a need for belonging when shopping, just as in their social lives. The need is particularly strong amongst low-income consumers, who want to purchase items in an environment that does not embarrass them about their economic standing.

Fredrick Lokinyan’g, a shopper, who frequents Ukwala Supermarket along Tom Mboya Street in Nairobi, says the size of the retail outlet and its simple layout is welcoming for him, but he is also influenced by the low prices, and the fact that many make small purchases, which he finds leaves him feeling less pressured to buy more than he can afford.

How consumers perceive a supermarket’s ambience can be quite subjective, and vary wildly from the reality of the situation. Some people tend to associate a nice environment with high prices, so seek out, instead, rustic displays or floor plans in determining where to shop. This belief is influenced by the fact that large shopping malls, who target the upper and middle class, have far more facilities and features.