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Factors Determining Consumer Choice of Shopping Malls: An Exploratory Study in Kolkata

In: Pandemic, New Normal and Implications on Business

Author

Listed:
  • Samuel S. Mitra

    (St. Xavier’s College (Autonomous))

  • A. Peter Arockiam

    (St. Xavier’s College (Autonomous))

  • Joseph Kulandai

    (St. Xavier’s College (Autonomous))

  • Payal Sharma

    (St. Xavier’s College (Autonomous))

Abstract

Shopping malls constitute a pivotal portion of retail activities as several retail stores under a single roof cater to the needs of the consumers. Shopping malls have become a hotspot for retail activities and are expected to adapt and change in style as well as substance for the purpose of alluring sophisticated consumers. Consumers of the modern era have also shown prodigious penchant towards shopping malls, and in this light, it becomes highly relevant to investigate into the various factors which affect the consumers regarding their selection of shopping malls. This, in fact, is the objective of the present research study. A survey was conducted among 354 respondents in the metropolitan setting of Kolkata. The responses collected were analysed by using SPSS version 23. The findings of the current research study revealed an aggregate of seven factors that influenced consumer choice and selection of shopping malls. The current research study is a crucial one for the owners of shopping malls and retail marketers as it will help them to understand consumer insights about the selection of shopping malls, on the basis of which appropriate strategies could be planned and implemented accordingly.

Suggested Citation

  • Samuel S. Mitra & A. Peter Arockiam & Joseph Kulandai & Payal Sharma, 2022. "Factors Determining Consumer Choice of Shopping Malls: An Exploratory Study in Kolkata," Springer Proceedings in Business and Economics, in: Arti Chandani & Rajiv Divekar & J. K. Nayak & Komal Chopra (ed.), Pandemic, New Normal and Implications on Business, pages 275-287, Springer.
    • Handle: RePEc:spr:prbchp:978-981-19-4892-3_17
    DOI: 10.1007/978-981-19-4892-3_17
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