Mall shoppers and their decision-making from indian perspective - A critical review of literature

Purpose: This paper critically reviews the existing literature pertinent to the decision-making styles of mall shoppers in India. It also provides insights for mall owners, store managers, retailers, and sales staff on maximizing the experience of Indian mall shoppers in the light of competition and emerging technologies. Methodology: The paper critically analyzes existing conceptual and empirical literature on consumers' buying decision-making styles, focusing on Indian mall shoppers. Findings: Indian malls have constantly undergone adaptation and changes in both style and substance to entice increasingly sophisticated, fussy, and capricious consumers. Findings suggest that Indian mall shoppers widely exhibit price, recreational, quality, and novelty consciousness decision-making styles but are confused over choice and variety seeking. Implications: The findings draw the attention of mall owners and retail marketers to understand shoppers' insights and orientation regarding product decision-making and store selection. Further, the study connotes specific facts for retailers and mall developers facing dilemmas about choosing the appropriate strategy for targeting shoppers and attracting greater footfall. Originality: This study contributes to understanding the decision-making styles of mall shoppers in India through the literature. It provides valuable insights for academic researchers and marketers about the decision-making of Indian mall shoppers. Limitations and directions for future research: Further research on the buying decision-making styles of Indian mall shoppers, including their changing tastes and preferences, could significantly contribute to design strategies by mall owners and retail marketers. Comparative analyses of mall-preferring shoppers and consumers preferring unorganized retail outlets could add value to understanding decision-making factors.