An empirical study on consumer behavioural determinants at shopping malls in South Indian Towns

Abstract

Rapid progress in retailing industry has led to growth of shopping newlinemalls, particularly in the large cities of India. Shopping malls are the places newlinethese days where people spend their time to shop and relax. With the newlinechanging tastes and preferences of customers, shopping malls extend a newlinemodern retail across metros, cities and towns. Shopping Mall culture is newlineimpacted as a significant change in the life style of Indians, as shopping is no newlinelonger an activity of buying things but also viewed as a status symbol and a newlineone-stop retail solution. The metropolitan population is witnessing exponential newlinegrowth of malls and new malls are to come up in the city as they attract newlinecustomers with comfort, entertainment, fashion, food court, window shopping, newlinemulti-brand portfolio, quality, mall essence, convenience, attractiveness and newlineluxury. In this economical and business scenario, it is essential to understand newlinethe preferences of customers and the detriments to visit shopping malls. newlinePurpose of the study is to understand the consumers behaviour either newlinedormant or expressive which is very vital for the retailers, sellers, and the newlinemarket or business as whole. The sample consists of 1621 respondents for newlineanalysis. The data was collected from the visitors of malls at newlineChennai,Bengaluru and Coimbatore, during the period March 2016 to newlineDecember 2016. The study revealed visiting habit to the shopping mall and its newlinepositive imprecations on the business. The findings summarize that majority of newlinethe customers visit the shopping mall with multiple purposes. newline