Changing patterns of consumer behavior a sociological study of people visiting malls in tricity

Abstract

The present study has made an attempt to explore the changing patterns of the consumer behavior in the shopping malls of Tricity. Findings reveal that shopping malls in Tricity have emerged as the most important place for the consumers for cultural activity, societal interaction and spending leisure time in the name of shopping. A link was found between the purchasing power and income of the respondents. Findings show that the Mall Culture has brought a new way of living among the Tricity residents, whereby shopping has become a status symbol rather than a necessity. The changing patterns of the consumer have proved that young and female respondents spend more time for shopping (in hours) in the shopping malls than the aged and male respondents. newlineIt has been observed that young consumers perceive a positive effect of the overall ambience of the shopping malls located in Tricity and this positive relation further makes them stay for longer hours in the malls. The competitive sales promotions of the retail stores in the shopping malls were found bringing variety-seeking behaviour and forming store loyalty among the buyer. The customers satisfaction and their likelihood of returning to the shopping malls in future were found to be more for women than men. newlineBut the outbreak of COVID-19 had again changed the patterns of consumer behavior. Findings reveal that safety measures such as wearing a mask, maintaining social distance and thermal scanning of the consumers have become a new normal in all the malls. newline newline