Influence of anchor tenants on consumer preferences and shopping mall perceived value in Klang Valley

Low, Qian Yi (2026) Influence of anchor tenants on consumer preferences and shopping mall perceived value in Klang Valley. Final Year Project, UTAR.

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Abstract

The study will assess the effect of anchor tenants on consumers’ attitudes and shopping malls' perceived values in shopping malls within the Klang Valley region. Despite the common understanding that anchor tenants such as department stores, supermarket chains, and entertainment centers act as major attractors for traffic within the malls, there is little empirical evidence to show the role played by brand image/reputation, convenience, and tenant mix configuration of anchor tenants in shaping consumer responses and behavior. The study aims to achieve two objectives: (i) to identify factors related to anchor tenants that attract consumers to shopping malls, and (ii) to evaluate the relationship between anchor tenants and shopping mall perceived value. In this investigation, a quantitative methodology was utilized, where a self-administered survey was used as the main instrument of measurement. A total of 101 subjects who visited shopping malls in the Klang Valley region took part in this study. All three anchor tenants-related factors showed significant effects based on Chapter 4 findings. Brand Image & Reputation was significant, and Tenant Mix Arrangement had significant effects on overall shopping experience and perceived value. One Stop Shopping convenience was also significant in influencing perceived value but was insignificant in affecting overall shopping experience. The findings from the study are then further elaborated in Chapter 5, in the context of the existing literature on the subject and practical implications for mall management and developers. This study underscores the importance of selecting anchor tenants with excellent brand reputation and balanced tenant mix for improving consumer experience and perceived value. Although convenience is crucial in utilitarian value, it cannot be the sole source of differentiation in a crowded retail environment. As a whole, the study makes an empirical contribution to the knowledge of the impact of anchor tenant characteristics on consumer perception using the S-O-R paradigm.

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