LIMITATIONS OF THE STUDY
Like many other empirical studies this research might also have some limitations in reference to sampling, data collection and generalization of the findings. The samples drawn for the study may not be enough to generalize the study results. However, results of the study may indicate similar pattern of shopping behavior of urban consumers in shopping malls also in reference to other Latin American markets. The findings are limited to Mexican consumers and convenience sampling. Other limitations include the qualitative variables used in the study which might have reflected on making some causal statements.
However, future studies could avoid these limitations by using data from several countries, representative samples, and additional variables.