Ley 21/2014

The study has been conducted in Amman, Zarqa and Irbid in Jordan. A

number of (775) respondent has been selected to be the data of the study to which the

set survey is applied. More than half of the respondents were females (54.5%) and

(45.5%) males, (29.3%) were between (16-25) years old and (27.5%) between (36-

45). Regarding the marital status, it was found that half of the respondents, (50.5%),

were married, and (36.8%) of them were responsible for a family that consists of (5-

6) members. As for the education level of the respondents, it was shown that (44.5%)

were holders of a bachelor degree. Concerning occupation, (43.7%) of the

respondents was from the private sector. The monthly income of (40.5%) of the

respondents was JD600 and less. Finally, as far as the criterion of visits is concerned,

it was found that (41.3%) of shoppers visited Mecca mall.

5.5.1 Gender

The results of statistical analysis of the (t) test regarding the differences

between the means of the shoppers’ responses to their domains showed that there are

significant differences between the means of the subjects' responses what attracts

shoppers to the Jordanian malls according to their gender at (Entertainment,

Facilities and services) domains in favor of females. This finding is consistent with

Isa (2008) findings, which revealed that 257 or 68.2% respondents are females and

120 or 31.8% are males. It shows that the results of the study are mostly derived

from both gender opinions. Moreover, the current study does not agree with the

findings of Özsoy (2010), where the results show that the males who visit the mall do

148

use facilities such as the cinemas, bowling alley, billiard hall, fitness centres, cafes,

and restaurants, rather than go shopping.

5.5.2 Age

The results indicate that 227 respondents (29.3%) were from 16-25 years old.

This indicates that highest rate of shoppers are young people. Scheffe’ test results for

the differences among the means of the shoppers’ responses to their attraction to the

shopping malls show that there are significant differences between all ages but it was

in favour of (16-25 and 26 -35) groups age. The result of the present study agreed

with the findings by Tiwari and Abraham (2010) where the results show that the

largest set of respondents was found to be of the age group 22-25 years (33.8 %),

following were the respondents of age groups 26-30 years (24.3%).

5.5.3 The Marital statues

About half of the respondents (50.5%) were married. the results showed that

there are significant differences between the means of (divorced and widow) and

(single and married) at location and entertainment domains in favor of (single and

married). In addition, there are significant differences between the means of (single)

and (married, divorced and widow) at price domain in favor of (married, divorced

and widow). This indicates that (married, divorced and widow) are more interested in

the price than other factors. The result of the current study agreed with the findings

by Al-Khateeb (2009) in that the rate of married shoppers were 285 respondents

(57%) which represent the highest percentage, such result is consistent with the

149

5.5.4 The household size

Statistical analysis findings pinpoint that household size 5-6 members

obtained the highest rate of respondents (36.8%). This is due to the fact that the

household size average in Jordan is 5-6 members.

Scheffe' test results reveals that there are significant differences between all

household size but in favor of (7-8 and >9) consumers’ household size regarding to

location, entertainment, facilities and services, promotion and diversity factors. This

finding is not consistent with Ting (2003) whose results indicate that respondent’s

household size was (3-4) members. This is because family size in Jordan is different

from that of South East Asia countries.

5.5.5 The Education level

According to the shoppers’ education level, the findings indicate that the education

level of the respondents was (44.5%) for holders of the bachelor degree. This result

is consistent with the following researchers (Ting, 2003; Ahmed et al., 2007; Tiwari

and Abraham, 2010). In that the university first degree came first according to the

shoppers’ education level.

5.5.6 Occupation

Regarding shoppers’ occupation, (43.7%) of the respondents work in the

private sector. In addition, according to the results of ANOVA analysis, it was found

that there are no significant differences among the means of the subjects' responses

for the attraction of shoppers to the Jordanian malls according to the shoppers'

occupation at all domains, except for aesthetic and price factors. Scheffe' test results

show that there are significant differences between the means of (Own business and

150

the shoppers' occupation at the two domains. The results of the current study agreed

with Özsoy(2010) as regardsthe rate of shoppers who visit the mall which is 60%,

where the main shoppers are from private sector employees who visit the mall. This

group has high income and thus has strong shopper potential.

5.5.7 Gross monthly household income

Concerning the amount of income, 40.5% of the respondents indicated that

they had a monthly income between JD300 -599. This finding agreed with the

finding of Ting (2003) whose study revealed that monthly income between is RM

2,000 to RM4, 000. In the same contexts, the result of one-way ANOVA test shows

that there are significant differences among the means of the subjects' responses for

the attraction of shoppers to the Jordanian malls according to the gross monthly

household income at all domains, except for (location, entertainment and aesthetic).

Moreover, the results of Al-khateeb (2009) study indicated that the gross monthly

household income for shoppers was JD (300-600) or 27%. This finding is in

harmony with the present study.

5.5.8 Weekly expenditure in the malls

With respect to spending patterns, it was calculated that 57.4% of respondents

spent JD50 weekly in the malls. One way-ANOVA test results show that there are

significant differences among the means of the subjects' responses for the attraction

of shoppers to the Jordanian malls according to the weekly expenditure in the malls

at all factors, except for (Location, Promotion and Diversity) factors. This finding is

151