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Coexistence and Conflicts between Shopping Malls and Street Markets in Growing Cities: Analysis of Shoppers’ Behavior

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  • Rajagopal

    () (Tecnológico de Monterrey, Campus Ciudad de México)

Abstract

Street markets in developing countries constitute an integral part of the local economy as well as exhibit ethnic image of the habitat, which continues to function also in growing cities. The shopping malls have intercepted the traditional marketplace culture and are instrumental in shifting the consumer behavior in urban areas. This article discusses how consumers' decision-making styles shift towards shopping at malls as well as street markets in Mexico City. Based on exploratory data and using a theoretical model of consumer-decision making styles, this study addresses the causes and effects of coexistence of shopping malls and street markets. The results show that there are various economic and marketplace ambience related factors that affect the consumer decisiontowards shopping. The article concludes with specific suggestions for reducing conflicts and increasing cohesiveness towards the shopping behavior between shopping malls and street markets, and advancing strategic retailing strategies to establish the co-existence of contemporary and conventional market systems.

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Bibliographic Info

Paper provided by Tecnológico de Monterrey, Campus Ciudad de México in its series Marketing Working Papers with number 2010-03-MKT.

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Date of creation: Dec 2010
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Handle: RePEc:ega:wpaper:201003

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Web page: http://www.ccm.itesm.mx/egap/
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Keywords: Shopping malls; street markets; shopping behavior; urban marketplace; Mexico; market ambience;

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