The study aims at determining the purchase behaviours of consumers in shopping malls in Center town of Van Province. The data of this study was collected from 268 consumers of shopping malls through a structured questionnaire in Van Province, Turkey. The represented sample size was determined using finite population sampling method with 90 % confidence interval and a 5 % margin of error. Pearson Chi square test and Kruskal-Wallis Khi-Square techniques and Five-point likert-scale was used in analysing the data. The major factors affective on the preference of the shopping malls were service quality (average likert scale score 3.18) followed by new product opportunities (average likert scale score 3.17), product design (average likert scale score 3.08) and confidence for products (average likert scale score 3.05). Income level was not statistically significant on the consumers’ preferences of choosing the shopping malls as regards service quality, new product opportunities, product design and confidence for products (P>0.05). The test results showed that the groups with different income level had the same opinion regarding above-cited factors. On the other hand, there existed statistically significant difference between education level and service quality, new product opportunities, product design and confidence for products (P<0.05).