- 157 - Astri Anindya Sari et al. / A Strategic Planning for a College Student-Segment Shopping Mall / 157 - 169 In the midst of shopping mall development today, an understanding of consumer behaviors and preferences is absolutely a must if we want to plan successfuly a shopping mall. This knowledge will provide input for strategic planning so that the concept offered for shopping mall development will meet the consumers’ demand and may win the market competition. This study explores the preferences of students in Bandung as one of the potential market segments of the shopping mall. Qualitative study was conducted to find out the reasons why students choose a particular shopping mall as their favorite place. It was found that the accessibility and design of the malls are important as they enhance student preferences. In addition facilities in a shopping mall which mainly attract college students segment are entertainment facilities and eating counters. © 2011 IRJBS, All rights reserved. Received: February 20, 2011 Final revision: July 10, 2011 Keywords: shopping mall, students, preferences, spatial physical characteristics, activity. Corresponding author: * anindyasari@gmail.com ** hangsong@ar.itb.ac.id *** baskorotedjo@ar.itb.ac.id Astri Anindya Sari * , Hanson Endra Kusuma ** , Baskoro Tedjo *** SAPPK, Institut Teknologi Bandung - Indonesia ARTICLE INFO ABSTRACT A Strategic Planning for a College Student-Segment Shopping Mall A lthough shopping mall culture was first known in the western countries, the current era of globalization has increasingly promoted the global widespread development of shopping malls including in major cities in Indonesia. The rapid development of shopping malls influences the lifestyle of urban community (Erkip, 2002). As the economy improves, shopping malls are no longer only seen as a place to go shopping for the daily needs but they have become an attractive place for recreation and socializing. The change in lifestyle is perceived as a business opportunity for developers in the retail and commerce sector which immediately turns into a competition to develop shopping malls with each of their unique concepts and appealing features. An understanding of consumer behaviors is essential to determine the appropriate concept of a mall targeted to specific segments of consumers. Through an understanding of consumer behaviors, a concept that is designed will suit the consumers’ tastes, desires and needs, leading the mall to achieve the objective of earning profits. Vol. 4 | No. 2 ISSN: 2089-6271