A study of shopping malls pull strategy for attracting customers

Abstract

Today customer is the king of the market. He has the power to accept or to deny the product. There are various strategies used by malls to attract the consumers. One of them is pull strategy. It involves motivating the customer to search out a particular brand with a motto Getting the customer to you. Some of them are: words of referral, sponsorship, advertisement and social media, sales promotion and discounts, CRM etc. As the scenario has changed from selling to marketing, it is necessary to create demand and need of product rather than launching it. newlineThis study reveals with the factors attracting customer for shopping in malls and effect of age income and gender on them. Five malls of Indore city are selected and sample of 250 respondents was taken. Questionnaire was provided to all the respondents for their response. Collected data was analysed with factor analysis and ANOVA one way. newlineNine factors are found to affect the customer preference towards mall. They are: Accessibility, Service quality, Uniqueness, Convenient, Gracious, CRM, Advantageous, Idyllic, Advertisement. It is also found that age and gender doesn t show any effect on pull strategy. However, income below 25000 has a significant effect on pull strategy to attract customer. newline newline newline