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Title: quotA Study on the Influence of Demographics Psychographics Shopping Orientation Mall Shopping Attitude and Shopping Patterns on Mall Patronage quot
Guide(s): Pradip Manjrekar
Keywords: Mall Development in India, Shopping Centers, Types of malls , RESEARCH METHODOLOGY
University: Birla Institute of Technology and Science
Completed Date: 
Abstract: During the last decade retail in India has enjoyed a steady growth. The retail format that has shown maximum growth among all is the multipurpose shopping complexes or shopping malls (Majumdar, 2005). Despite this very little is known about the characteristics of the mall shoppers and the question Who are the mall shoppers? remain unanswered. Moreover, very little academic material is available on the Mall shopper behavior. However the importance of mall in retail research cannot be marginalized. Malls provide the basic environment that attracts customers, keeps them shopping and brings them back (Kowinski, 1985). As more and more malls come into existence in India competition between malls would increase and this may lead to decline in mall patronage. The malls that can build a strong patronage will ultimately survive in this intense competition (Majumdar, 2005). newline newline In the effort to attract more consumers and create excitement at the mall itself, Malls continually strive to allocate their resources among alternative marketing and promotional strategies (Dickson, 1974). The ability of mall management to develop and implement successful marketing and promotional strategies depends on the understanding of the segmentation variables and behavioral correlates applicable to the competitive environment. Through a logical comparison of frequently used segmentation variables and individual consumer characteristics, malls will be able to assess which dimension will be most useful in explaining and describing consumer patronage decisions. (Bearden, Teel, andDurand, 1978) newline newline Of special interest is the behavior of heavy spenders at the mall. In order to position the mall better, mall management must have a good understanding of the consumers attitude and perception towards the mall and its stores. It is also important for them to understand consumption patterns- how frequently they visit, what is purchased. Regardless of the footfalls at the mall if the money spent is low, the mall does not benefit.
Pagination: 6 MB
Appears in Departments:Management

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