Section 1 Introduction

1.1 Research rationale

(Back up statistical data why it is important to investigate your chosen
research topic)
This research paper is based on the motivations of people visiting Dubai Mall which was
researched using primary data through questionnaires and surveys and by secondary
data through journal articles and websites. Research was done as one knows that
shopping malls play an important role in the life of individuals living in metro urban
areas. These days, individuals accept that the shopping centers are best place to shop
or hang out. Also, it is not just a spot to shop, but additionally a spot for social and
recreational activities and events. The shopping center is an agglomeration of different
retailers and business administration suppliers inside a very much arranged and
designed building (ICSC, 2002; Urban Land Institution, 1999). Therefore, Dubai being a
city known for its shopping and Dubai Mall being the largest mall, the research was
conducted on Dubai Mall to get better responses and opinion about tourists motivations
on visiting the mall and as Lotz, Eastlick and Shim (2000), state that the results of the
shopping center demonstrate that there are differing motivational highlights for shoppers
who visit a mall for engrossing activities versus the people who visit for shopping
purposes. article a , )
Motivation is the explanation behind a behavior (Solomon, 2009). An individual may go
to appreciate excitement, tour, visit with loved ones, enjoy recreation time, business
activities and meeting, attend festivals, take a study visit, partake in tness or
educational exercises, experience different societies and cultures, or conduct scientic
research (Blank,1996; Crick-Furman and Prentice, 2000; Goeldner et al., 2000; Law,
1996; Swanson and Horridge, 2006; Walker, 2009).

1.2 Research aim and objectives

(List the purpose of the research with two to three specific and measurable
research questions/ objectives)

The research aim and objective of our report are:

Aim: - The aim of our research fundamentally concentrates on tourist motivations
on visiting Dubai Mall being the worlds largest. It comprises of experiential
shopping inspirations, ease and luxury, convenience, ideal shopping, enjoyment,
good ambiance, and allure. Lastly, on the basis of that introduce marketing solutions
through Marketing Research by Questionnaires and Surveys.

Objective:

To examine motivations of people visiting the mall

To understand the perception of tourist of the Dubai mall and what attracts them
towards it
To analyze the psychological factors of tourist about Dubai Mall.
To relate our findings to appropriate Journal Articles

o Section 2: Research method (maximum 1000 words)

2.1 Data collection method & justification
METHODOLOGY USED
The accompanying philosophy is utilized as a part of the study

Study Area: The study zone alludes to Dubai Mall in Dubai.

Samples: Gathered from 27 respondents utilizing questionnaire and 46 surveys.
Data sources:
A. Primary Data: The study has utilized essential information, which was
gathered utilizing structured questionnaire and an online overview and
perceptions were additionally directed.
B. Secondary Data: The Secondary information was gathered from
different Journals, Websites, and examination articles in different
national, worldwide diaries.

Tools utilized for accumulation of information:

Essential information was gathered through a very much confined
questionnaire as an examination device for the study. The instruments utilized
for investigation are demographic variables, shopping inspiration, and
shopping center environment and quality assessment. Moreover, observation
instrument also was utilized for further investigation.
A pilot study was directed by acquiring reactions from 9 shopping center
visitor amid a gathering visit to Dubai Mall.
Later, a final study was directed with just the colleagues, which was directing
in the later week of the pilot study. Amid the last study, 18 responses were
gathered and couple of changes were made on the premise of the pilot
concentrate on as we straightforwardly took the review in our iPad's and
made our respondents fill it the same minute. However, the respondent's
entitlement to secrecy was constantly regarded and prerequisites on
information insurance. In the lion's share of studies, the respondents were
completely educated about the points of the review, and their agreement in
partaking in the study.

Utilizing a questionnaire to assemble research information is frequently alluring as they

are seemingly more exact and centered than other techniques, for example, interviews
and observations. The utilization of questionnaires as a system for information
accumulation in examination is entrenched, with the advantages and downsides of
utilizing such a strategy (Oppenheim 1992, McDowell and Newell 1996, Giuffre 1997,
McKenna et al 2006). What is less clear in the literature is the thought of the procedure
of delivering questionnaires to substantial groups. The standard methodology has been
through the utilization of paper based questionnaires, which are then conveyed to the
target populace. On the other hand, the expanded utilization of computers and web
implies there is a more up to date elective: the conveyance of surveys utilizing the web.
Association in the gathering of information has a moral obligation to regard every
individual member's independence. The review was directed in a moral way and one
that concurs with best research hone by applying two vital moral issues which need to
be followed while directing an overview; secrecy and educated assent.
All members gave composed informed consent. Considering nature in which information
gathering was performed and the conceivable legitimate ramifications, non-recognizable
proof of the subjects was viewed as the minimum obtrusive structure, with the slightest
impact on intentionality. On the other hand, the whole methodology of consent was
safeguarded, and the specialists had the obligation of illuminating about the systems,

advantages and rights included in the study (Fernandes M, Protas J, Fernandes C,

Goldim J, 2010).

Advantages and drawbacks of conducting surveys and questionnaires.

Advantages include:

The examination produces information taking into account true perceptions

(experimental information).
The expansiveness of scope of numerous individuals or occasions implies that it
is more probable than some different ways to deal with to get the information,
and can thusly be generalizable to a populace. Studies can deliver a lot of
information in a brief while for a genuinely minimal effort.

Hindrances include:

The importance of the information can get to be ignored if the researcher

concentrates excessively on the scope to the avoidance of a sufficient record of
the ramifications of those information for significant issues or hypotheses.
The information that are created are liable to need points of interest or profundity
on the theme being researched.
Securing a high reaction rate to an overview can be difficult to control, especially
when it is done by post, but at the same time is troublesome when the study is
completed up close and personal or via phone.

Restrictions of the studyThe accompanying are the constraints of the study:

o The study considers just certain elements impacting the customer
observation and conduct towards shopping center.
o The study expect data given by the buyers as substantial and dependable.
o Just English-talking vacationers were incorporated in the study
The idea of test is characteristic for survey research. Generally, it is unfeasible and
uneconomical to gather information from each and every individual in a given populace;
a specimen of the populace must be chosen (Caetano R, Laranjeira R, 2006). The
system by which the example is chosen from an examining edge is basic to the outside
legitimacy of a review.
Basically, the target test size for an overview relies on upon three fundamental
variables: the assets accessible, the point of the study, and the measurable quality

required for the review. For "subjective" reviews utilizing center gatherings or meetings,
the specimen size required will be littler than if quantitative information is gathered via
survey
Different sampling methods had been used for the sake of better results. Some of these
methods are based on the structure and dynamic of networks, such as the classic
snowball sampling (Goodman L, 1961), which is stratified sampling as it is a commonly
used probability sampling because it reduces sampling error. Snowball testing is an
exceptional nonprobability technique utilized when the wanted example trademark is
uncommon. Snowball examining depends on referrals from beginning subjects to
produce extra subjects. While this strategy can significantly lower pursuit costs, it takes
a swing at to the detriment of presenting predisposition in light of the fact that the
method itself diminishes the probability that the example will speak to a decent cross
area from the populace. Furthermore, Stratified testing was utilized as it is a generally
utilized likelihood strategy that is better than irregular inspecting on the grounds that it
lessens examining slip. A stratum is a subset of the populace that impart no less than
one normal trademark. In addition, Quota sampling was also used as it is the
nonprobability equivalent of stratified sampling. Like stratified sampling, where the
researcher first identifies the stratums and their proportions as they are represented in
the population.
While this procedure can significantly lower pursuit costs, it takes on to the detriment of
presenting inclination on the grounds that the system itself diminishes the probability
that the specimen will speak to a decent cross area from the populace furthermore
(Heckathorn. D, 1997). The fundamental confinement of such strategies alludes to the
trouble to get populace based appraisals, because of a mixed bag of inclinations and
bottlenecks
2.2 Group reflection on piloting
(What did you learn from piloting? What is revised after piloting? And why?)
A pilot survey is a system used to test the survey utilizing a smaller example contrasted
with the arranged sample size. In this period of directing a sample, the poll is managed
to a rate of the aggregate specimen populace, or in more casual cases just to a suitable
sample.
We conducted the pilot survey in Dubai Mall focusing on our target audience which
were the Tourist mainly. Pilot study, likewise gives us a better idea and data to achieve
our purpose of the study. With everything taken into account, we learnt that the principle
goal of a pilot study is to figure out if piloting a large scale survey is justified regardless
of the effort. Methodology also permitted us to distinguish whether respondents
comprehend the inquiries and directions, and whether the importance of inquiries is the

same for all respondents and allowed us to determine whether any inquiries are
methodically missed by respondents.
We faced quite a few challenges while conducting this study. The main problem was
that there was language barriers and many tourist whom we approached said they
didnt know English properly. Also, when they saw us approaching to them with the
questionnaires in our hand, they were not willing to fill it out for us, and many said they
would do it later. Therefore, considering all this in our mind through our pilot study, we
conducted our main survey online without the use of papers so that the tourist could
then and there fill and give us.
o

Section 3: Findings and implication (maximum 1000 words)

3.1 Key findings
3.2 Marketing implication

3.1 KEY FINDINGS

GRAPH 1

What was the reason for your visit to

Dubai Mall?

The main reason people were attracted to Dubai Mall was because of its style which
mainly accounts its phenomenal architecture, the results which was resulted to
48%. The second most popular aspect which made people attract to the mall was
its variety of international and national brands which are available at ease to the
multicultural society in Dubai accounting to 40%. Some of the other comments
which people mentioned were that its a great place to spend free time with family
and friends which offers a good place to walk around and eat moreover, its a great
visit to the famous attractions like the fountain and the aquarium. A measure of the
dispersion of a frequency distribution that is the square root of the arithmetic mean
of the squares of the deviation of each of the class frequencies from the arithmetic
mean of the frequency distribution. A standard deviation close to 0 indicates that
the data points tend to be very close to the mean (also called the expected value)
of the set, while a high standard deviation indicates that the data points are spread
out over a wider range of values (Merriam-webster.com, 2015). To conclude the
standard deviation for the given graph 1.22 which indicates that the data points are
spread out over a wider range of values. The mean is the average of all numbers
and is sometimes called the arithmetic mean (SearchDataCenter, 2015). The mean
of the given graph is 2.22.

GRAPH 2
To what extent do you agree or disagree with
the following statements about Dubai Mall?

The statement to which the people strongly agreed mostly accounting to 86% was
that they think its place to visit with the family. In addition to, only 31% of the
respondents disagreed with the statement that its an easy place to get parking.
The highest standard deviation is 0.77 on the statement that its an easy place to
get parking. In addition to, the highest mean is 2.07 for the statement that its a
place where shops provide great value for money. One of the highest answered
statement is that its a place with lots of variety and choice. This statement is
backed up by Peter and Anandkumars study on the sources of competitive
advantage of Dubai as a Shopping Tourism Destination. As shown in the Table 1
above Dubai Malls 1200 branded shops while 150 restaurants. Its also has the most
variety of choices for leisure and entertainment. The tables and graphs shown
below further analyse the above statements.

Shopping
(1)

Windo Work/Busi Meeting Total

w
ness (3) friends/fa
Shoppi
mily (4)
ng (2)

100.00
%

0.00
%

60.00%

20.00%

Q7:
Likely: 2
(B)

21.43%

Q7:
Likely: 3
(C)

42.86%

28.57%

0.00%

Q7:
Likely: 4
(D)

15

Q7:
Likely: 1
(A)

Total
Responde
nts

28.57%

0.00%

0.00%

8.33%

20.00
%

0.00
%

13.8
9%

7.14%

42.86
%

38.8
9%

14

28.57
%

38.8
9%

14

10

36

What was your reason to visit Dubai mall

1= Most Likely
4= Most unlikely
120.0%
100.00%
100.0%
80.0%
60.0%

60.00%
42.86%

40.0%
20.0%
0.0%

21.43%

42.86%

28.57%
28.57%

20.00%

28.57%
20.00%
7.14%

Shopping

0.00%
Window Shopping
1

0.00%

0.00%
Work/Business
0.00%Meeting
0.00%
friends/family
3

The above graph is a comparison between 2 variables of our questionnaire and

survey, where it compares the likeliness of visitors visiting the mall again and what
would their main motive be. Out of the 36 respondents 15 responded that shopping
would be their main motive to visit Dubai Mall again. 10 of the other respondents
thought that meeting friends and family would be their main likely motive.
According to the graph shopping is the most likely reason people might visit the Mall
again. While work/business was the most unlikely reason to visit again.

GRAPH 3

Do events in the Mall encourage you to

visit?

Majority of people agree that they will visit the Mall again for its events organized,
accounting for the 63% of people. The standard deviation is 0.48 and the mean is
1.37 as showed by the table above. One of the most awaited event organized is
near The Burj Khalifa on the eve of new years are the spectacular fireworks display.

The relationship between ambience and other elements of mall shopping Table - 5
Factors
Social relationship
Layout
Enjoyment
Product oriented benefits
Attractiveness
Comfort
Convenience
Merchandise quality
Experiential benefits
Design
Interpersonal relationship
Situational benefits

Correlation
.659
.633
.632
.602
.594
.570
.567

Significance
.000
.000
.000
.000
.000
.000
.000

.540
.535
.533
.517
.502

.000
.000
.000
.000
.000

The content of the table predicts that the ambience is positively correlated with
social relationship (.659), layout (.633), enjoyment (.632), product oriented benefits
(..602), attractiveness (..594), comfort (.570), convenience (.567), merchandise
quality (.540), experiential benefits (..535), design (..533), interpersonal relationship
(.517) and situational benefits (502).
Table 1 - Factors of shopping motivation
KMO

Bartletts Test

Significance

Communalities

Value

Factors Derived

.81

2186.009

.000

VAR00001
VAR00002
VAR00003
VAR00004
VAR00005
VAR00006
VAR00007
VAR00008
VAR00009
VAR00010
VAR00011
VAR00012
VAR00013
VAR00014

.672
.684
.657
.480
.689
.621
.491
.520
.592
.811
.525
.486
.531
.510

% of Variance
19.344
15.043
9.269
7.059
6.250

VAR00015
VAR00016
VAR00017
VAR00018
VAR00019

.516
.534
.475
.514
.516

From the above table it is found that KMO measure of sampling adequacy is .871,
Bartletts test of Sphericity with approximate Chi-square value 2186.009 are
statistically significant at 5 % level. This shows that the sample size is adequate for
19 variables to identify the predominant factors. The factors derived are more
appropriate for representing the population parameter. The communalities values
ranges from .480 to .811. This indicates that the 19 variables possess the variances
ranging from 48% to 81.1% which is highly conducive for the derivation of
meaningful factors. The cumulative variance is found to be 56.964% and the
individual variances are 19.344%, 15.043%, 9.26%, 7.059% and 6.20%. These
values clearly indicates the factor derived possess appropriate variances to contain
the variable. The identification of factors and their variable loadings are presented
below.

GRAPH 4

The most agreed statement for this question is that mostly they felt
good after the visit to the mall. The most disgareed statement was
that it costs a lot for people to park at the Mall. The highest standard
deviation is 0.80 for the statement that a lot of time is spent queing in
tha mall. And te highest mean is 2.31 for the statement that it costs a
lot for people to park in the mall.
Minimum

Maximum

Median

Mean

Standard
Deviation

I felt good
after my visit
to this Mall.
Friends
commented
positively on
the products
I bought.
Im
confident
that my
choice of this
Mall was the
right one.
My visit to
this Mall was
a productive
one.
I wasn't able
to do
everything I
planned
during the
visit.
I was able to
get some
good deal on
my visit.
Im satisfies
with the
outcome of
my visit to
the Mall.
I managed to
do
everything I
wanted on
my visit.
It was costly
to get to the
Mall.
It took too
long to get to

1.00

3.00

1.00

1.22

0.46

1.00

3.00

2.00

1.80

0.58

1.00

3.00

1.00

1.52

0.62

1.00

3.00

1.00

1.50

0.58

1.00

3.00

2.00

1.71

0.69

1.00

3.00

2.00

1.69

0.66

1.00

3.00

1.00

1.54

0.62

1.00

3.00

2.00

1.91

0.69

1.00

3.00

2.00

2.07

0.67

1.00

3.00

2.00

1.87

0.75

Minimum

Maximum

Median

Mean

Standard
Deviation

the Mall.
Access to the
Mall was
very
difficult.
Parking is
very
restricted at
the Mall.
It costs a lot
for people to
park at the
Mall.
A lot of time
is spent
queuing in
the Mall.
There are
many time
limited offers
in the shops

1.00

3.00

2.00

2.05

0.71

1.00

3.00

2.00

2.13

0.78

1.00

3.00

2.00

2.31

0.75

1.00

3.00

2.00

2.00

0.80

1.00

3.00

2.00

1.66

0.64

3.2 Marketing implication

One of the key question included in our questionnaire and surveys
was that according to the tourists, what marketing/promotional
techniques could be improved in Dubai mall?
SO below are some of the marketing techniques and solutions
provided by the respondents.

They should have lucrative sale

Better and genuine offers
Need to have more shows
Build more shops
Have more and longer sale period
More promotion and sales on childrens wear
Value for money and kids play at reasonable price
Easy parking
Promote green sustainable living

Reduce prices
Gift coupons
Radio advertising
Held concerts
Should be more promotional events very frequently
Outdoor publicity
An indoor navigation system which can be in a form of an app
Direct access to the mall without the long walk
More events and activities specially for kids.

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