Análisis del comportamiento de elección de los visitantes en plazas comerciales de Samborondón.

Abstract

This research aimed to analyze the factors influencing the choices of visitors to shopping malls in Samborondón considering their characteristics, visiting habits, preferences, and evaluation of the main attributes of these spaces in the study employed a mixed-methods approach, utilizing 384 surveys administered to shopping mall visitors and semi-structured interviews with professionals experienced in the development and management of commercial projects Quantitative data were processed using SPSS software, employing statistical analysis techniques, including the Chi-square test, while qualitative data were analyzed using ATLAS.ti in the results showed that the choice and frequency of visits to shopping malls are primarily related to factors such as security, comfort, variety of establishments, dining options, and entertainment alternatives, furthermore, a favorable assessment was identified for rest areas, open environments, contact with nature and offerings that allow for the integration of different activities into a single experience. The findings suggest that the choice of a shopping center depends not only on functional factors but also on elements associated with the visitor's experience and perception. In response to these results, a Multifunctional Experience Model is proposed, designed to integrate services, activities, interaction spaces, and comfort features that address the preferences identified among visitors to shopping centers in Samborondón.