Volume : 2, Issue : 5, May - 2013

Motivation to Shop in Malls and Shopper Behaviour in Malls

Lekshmi R. S. , Dr. Jawahar Rani

Abstract :

The retail industry has added to the economic growth of many countries and is definitely one of the fastest growing and dynamic industries in the world today. Consumer’s needs are changing, competitors are entering the market arena, and technology is introducing new retailing methods to the industry. At the same time, retailing is also changing rapidly because of the fast–changing environment in which retailers operate. Hence, to survive and sustain the market, retailers need to know how to keep shoulder to shoulder of these changes to attract new customers and retain them. Shopping mall is a social and recreation meeting place attracting youngsters and seniors. Shopping malls viewed as a place not only for shopping but also for recreation and entertainment. The present study aims at understanding the shopper’s motivation to shop in malls and shopper behavior in malls. The study is confined to the malls located in Chennai city. Any attempt to understand the behavior of the shoppers would help the mall to concentrate on the factors influencing the consumer decision making only to formulate strategies to achieve twin objectives namely fostering relationship with customers and staying ahead of the competitors.