HomeThe Ledgervol. 2 no. 1 (2014)

Teenagers’ Preference of Shopping Malls in Davao City

Mary Jane Amoguis | Hanna Sharmaine Fortuna | Ralph Laurenz San Miguel | Ronald Camporedondo | Zyrene Zilca De Vera | Yllana Shinn Corpuz | Ainna Shara Arcena | Bai Isthar Mangelen | Keanu Rodriguez | John Rey Pepito



Shopping mall is a booming phenomenon where teenagers spend most of their free time. It needs to improve its strategies to have a sustainable competitive advantage in the market. The study aims to determine the teenagers’ preference of shopping malls in Davao City. The researchers made questionnaire was utilized using semantic differential scales which bipolar words or phrases are paired and used to describe the attitude of the teenagers towards shopping malls in Davao City. The questionnaires were distributed to 150 respondent-teenagers who were present during the conduct of the study. The respondents were predominantly from age 16 to 19 (90%) and were mostly female (62%). The teenagers mostly watch movies in going to malls as part of their friends’ bonding. Similarly, they will usually eat together for fun and enjoyment. The result shows that among the recreational activities in malls, cinema offers the highest satisfactory recreational experience to teenagers. Overall, the respondents prefer SM in terms of service, product, place, price and promotion, product and recreational experience. SM’s service was one of their edges. Next to SM, teenagers preferred Abreeza over Gmall. They find Abreeza’s products are more pricy however, reasonable. however, Gmall has the cheapest offering among the three malls.