CONSUMER BEHAVIOR AT MALLS: A CASE STUDY
Keywords:
Shopping mall, Buying Behavior, Co-opetition, Store Brands, Entertainment.Abstract
Shopping malls are fast becoming a central part of life in urban India. Currently the malls are
attracted by most of the people in the form of foot falls of visitors, but they are unable to
convert them into purchases. Hence the mall managements need to understand the
consumer’s behavior to increase their turnover & profits. This paper made an attempt to
understand the inner behavior of customers and to know the customers preferences in
making the purchases. The data has been collected from a sample of 100 customers (20
customers each from 5 shopping malls at Hyderabad & Secunderabad). Sample is selected by
using a convenience sampling method. A standard questionnaire has been administered with
the variables of age , gender , income, impulsive buying behavior, offers and gifts,
entertainment , convenience and store brands. The data has been analyzed by using the
appropriate statistical tools like mean, chi-square test etc. In the changing scenario to retain
the customer and to attract new customer’s, malls need to understand the customer’s needs
and adopt the new strategies accordingly, because nothing is permanent except change.
