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.