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Mall shopping behaviour of Indian small town consumers

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  • Khare, Arpita

Abstract

Rapid development of retailing in India has led to expansion of malls in smaller cities. The current research was directed towards small city consumers (n=276) to understand their mall shopping behaviour. Most people in small cities are unfamiliar with the concept of malls and their exposure to the organized retail has been limited in the past. Malls bring functional and experiential benefits to them and affect their shopping behaviour. The perceived benefits, however, may differ among consumer groups. This study specifically focuses on exploring the differences across age and gender groups. ANOVA test was used for the analyses. The results show that consumers’ gender and age play an important role in determining their attitude towards shopping in malls. The influence of mall attributes such as décor, layout, services, variety of stores, and entertainment facilities must be considered while planning malls in smaller cities as they have an effect on consumers’ buying behaviour. The mall shopping behaviour of metropolitan city shoppers should not be generalized with that of shoppers in smaller cities.

Suggested Citation

  • Khare, Arpita, 2011. "Mall shopping behaviour of Indian small town consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 110-118.
    • Handle: RePEc:eee:joreco:v:18:y:2011:i:1:p:110-118
    DOI: 10.1016/j.jretconser.2010.10.005
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    3. Giti Salimiha & Mahdi Shahidi & Mahmoud Samadi & Davoud Hosseinabadi Sadeh, 2016. "Identifying the Attractiveness Factors of Kish Islands Shopping Centers: With an Approach to Categorization of Customers," Quarterly Journal of Business Studies, Research Academy of Social Sciences, vol. 2(2), pages 95-103.
    4. Jasmine Kaur & Vernika Arora & Shivani Bali, 2020. "Influence of technological advances and change in marketing strategies using analytics in retail industry," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 11(5), pages 953-961, October.
    5. Yeo Amy Chu May & Ong Wei Seng & Kwek Choon Ling, 2019. "The antecedents influencing shoppers’ frequencies of visit and purchase intention in the shopping mall: A study on the pull factors," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 53-74, December.
    6. Azeem, Muhammad Masood & Baker, Derek & Villano, Renato A. & Mounter, Stuart & Griffith, Garry, 2018. "Food shoppers’ share of wallet: A small city case in a changing competitive environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 119-130.
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    8. Vivek Devvrat Singh & Utkal Khandelwal & Ankit Saxena, 2023. "Measuring Emotional Response from the Mall Experiences: A Case of Tier II and III City Malls in India," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 118-135.
    9. Arpita Khare, 0. "Location and agglomeration factors predicting retailers’ preference for Indian malls," Journal of Marketing Analytics, Palgrave Macmillan, vol. 0, pages 1-22.
    10. Idoko, Edwin Chukwuemeka & Ukenna, Stephen Ikechukwu & Obeta, Charles Eze, 2019. "Determinants of shopping mall patronage frequency in a developing economy: Evidence from Nigerian mall shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 186-201.
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    12. Pranay Verma, 2013. "Framework For Music As Store Atmospherics To Induce Buying: A Study Of Delhi Mall Customers," Portuguese Journal of Management Studies, ISEG, Universidade de Lisboa, vol. 0(2), pages 81-100.

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