Which Mall ?

How shoppers choose one among many malls as first choice with sequential choice process . As a matter of fact, there is competitive asymmetry between shopping malls; consumers first choose a shopping mall type and then a specific shopping mall belonging to this type, the choice depends on four variables: shopping mall image, travel cost, the "first visit" factor, and "intertype competition", which relate to the impact that competition between shopping malls and other kinds of commerce / high street can have on competition between shopping malls. Each mall manager should learn as  how consumers' decision-making styles relate to their shopping mall behaviour and their  evaluations of  different shopping malls