Shopper-Based Mall Equity: A Comparative Study of Metropolitan and Non-Metropolitan Area in Malaysia

The purpose of this study is to differentiate the role of generation Y on dimensions of shopper-based mall equity (SBME) for two different locations in Malaysia. SBME is the differential effect of mall knowledge on shoppers' responses to a mall's marketing activities. We validated the shopper-based mall equity measure using data generated with mall-intercept surveys in two shopping malls in Malaysia located at Kuantan, Pahang (non-metropolitan area), while Petaling Jaya, Selangor represent metropolitan area (N=564). The data collected then was analyzed using exploratory factor analysis, reliability test, descriptive statistics, and t-test. The results from t-test show that the variables i.e. mall awareness, mall environment, mall convenience, mall entertainment, and mall equity have significant difference between two selected malls. However the effect sizes (eta squared) were small. Moreover, product/service quality, service quality, and mall loyalty have no significant difference between two malls.