Volume : 2, Issue : 12, December - 2013

A Study on Consumer Attitude Towards at Big Bazaar

C. Dilip Kumar, Dr. S. M Yamuna

Abstract :

The objective of the study is to evaluate the impact of shopping mall and their developments in urban areas. Local and international research indicated that shopping mall and its developments in low–income communities result in several benefits for consumers, such as convenient location, a larger variety of goods offered, lower prices than small retailers in the area and better quality of goods among people. Studies also indicated that the choice of the preferred supermarket and shopping mall is not a rational decision based only on pricing, but on a compromise of satisfying economic, social and psychological needs. A two part mixed methodology, which employed both qualitative and quantitative methods, was adopted. This study includes structured interviews with retail experts and interview–administered questionnaires with the primary retail shopper in the household prefer to shop from the closest shopping mall instead of small retailers/Spaza Shops because of the lower prices and a larger variety of goods offered. However, evidence suggested that consumers prefer to shop at a shopping mall that represents their desired lifestyle, therefore shopping mall developments in township areas, do not fulfill the social and aspirational needs of low–income consumers.