Alishe Kemp, Hein Prinsloo, O.O Jaiyeoba, Tebogo Tebejane

Abstract

The retail industry is changing quickly and for businesses to stay competitive, they must adjust to changing consumer attitudes, preferences, and demographics. The study aims to clarify the variables influencing consumer expectations and keep them drawn to regional malls in South Africa. The study examines the relationship between expectations and experiences as it relates to consumer motivation in the setting of trips to regional malls. The research further employs an inclusive methodology, consistent with the interpretative research paradigm facilitating a comprehensive investigation of consumer behavior. This study explores a range of elements that Influence consumer choices, such as entertainment, social interactions, retail options and convenience. The results provide a comprehensive understanding of the various elements influencing consumer motivations and open the door for customer approaches to improve consumer experience in the retail environment.