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Appendices

Appendix1: Questionnaire

Appendix 2: Research Publication

Dear Respondent,

I am a Research Scholar of Department of Business Administration AMU, Aligarh. My research topic is “Consumer Shopping Experience in

Shopping Malls of Selected Indian Cities”. I request you to kindly fill up the enclosed questionnaire. Your cooperation and feedback of the

same would be appreciated and highly valued.

Respondents Demographic Profile

Gender: Male Female Age: (Yrs.) <20 20-30 31-40 41-50 >50

Marital status: Married Unmarried Qualification Undergraduate Graduate Postgraduate

Occupation: Home maker Self employed Salaried Retired Student

Approx. monthly family income in’000: > 25000 25000-50000 50001-75000 75001- 100000 >100000

Shopping Behaviour

Visit shopping mall for shopping and (a) Entertainment (b) Dining (c) Window shopping (d) Information seeking

Visit shopping mall not for shopping but for (a) Entertainment (b) Dining (c) Window shopping (d) Information seeking

Shopping Companion: (a) Family (b) Friends (c) Relatives (d) Colleagues

(spouse, siblings’, children)

Average money spend ’000: per trip (a) <Rs.5000 (b) Rs.5000-10000 (c) Rs.10001 -20000 (d) Rs.20001-40000

(e) Rs > 40000

Average time spend per visit: (a) <1hr (b) 1-3 hr (c) 3-6 hr (d) >6 hr

Frequency of shopping visit: (a) Once a week (b) Twice a week (c) Thrice a week (d) As per shopping needs

Day of visit: (a) Saturday (b) Sunday (c) Weekly low price day (d) Any day

Time of visit: (a) Morning (b) Afternoon (c) Evening

Transport: (a) Two wheeler (b) Four wheeler (c) Public transport

Shopping Experience

Shopping Malls which I am visiting / visited

SD: Strongly Disagree D: Disagree NAND: Neither Agree Nor Disagree A: Agree SA: Strongly Agree

Please tick in the appropriate boxes

Statements SD D NAND A SA

The lighting is appropriate. SD D NAND A SA

The smell and air quality is pleasant. SD D NAND A SA

The music suits to my mood. SD D NAND A SA

The space design and allocation is fine and spacious. SD D NAND A SA

The price displays are clear. SD D NAND A SA

The signs and art work is easy to read, informative and appealing. SD D NAND A SA

Price with respect to competitors is low. SD D NAND A SA

It has reasonable price relative to product. SD D NAND A SA

Quality of merchandise is good. SD D NAND A SA

There is a variety of merchandise. SD D NAND A SA

Number of brands is available. SD D NAND A SA

There is availability of preferred brands. SD D NAND A SA

Sales personnel are well trained with relevant knowledge and skills.. SD D NAND A SA

The sales personnel are well dressed. SD D NAND A SA

Sales personnel are customer concerned friendly, courteous and respectful. SD D NAND A SA

It is close to my house. SD D NAND A SA

It is close to my work place. SD D NAND A SA

I feel safe and secure while shopping. SD D NAND A SA

It has convenient opening hours. SD D NAND A SA

It is easy to find parking facility. SD D NAND A SA

Wheel chairs for the elderly and physically challenged persons are available. SD D NAND A SA

Play and rest areas for kids and children are available. SD D NAND A SA

Changing and fitting rooms are available. SD D NAND A SA

Facility of payment through credit/ debit card is available. SD D NAND A SA

It provides exchange and return adjustments. SD D NAND A SA

It provides fast and efficient billing. SD D NAND A SA

It takes less time to check out. SD D NAND A SA

It provides after sale service. SD D NAND A SA

Customer complaints are properly handled. SD D NAND A SA

Accurate and on time home delivery is provided. SD D NAND A SA

The payment mode is convenient. SD D NAND A SA

It has attractive product and promotional displays. SD D NAND A SA

The point of purchase is attractive. SD D NAND A SA

It provides special offer and timely announcement of sales. SD D NAND A SA

Facility of payment through store card is available. SD D NAND A SA

There is good use of celebrity endorsement in advertising. SD D NAND A SA

Overall perception of my experience at shopping mall is positive. SD D NAND A SA

I feel shopping mall offers me more than just products and service, but also a memorable experience. SD D NAND A SA

I am delighted about doing shopping in the shopping mall. SD D NAND A SA

Malls have good entertainment facilities. SD D NAND A SA

Services provided are good. SD D NAND A SA

It gives me pleasure to visit malls. SD D NAND A SA

VOLUME NO. 3 (2013), ISSUE NO. 04 (APRIL) ISSN 2231-1009

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ii

CONTENTSCONTENTSCONTENTSCONTENTS

Sr. No. TITLE & NAME OF THE AUTHOR (S) Page

No.

1. WSN BASED ROBUST GROUND TARGET TRACKING FOR PRECISION GUIDED MISSILES

SANTANU CHATTERJEE, SANTU SARDAR, SOUMYADEEP BISWAS & SANDIP ROY

1

2. IMPACT OF LIQUIDITY ON PROFITABILITY OF PUBLIC SECTOR BANKS IN INDIA: A STUDY OF SBI & BOB

MAYANK MALVIYA & DR. SHIRISH MISHRA

8

3. QR WITH MOODLE FOR EFFECTIVE HIGHER EDUCATION

DR. RD.BALAJI, RAMKUMAR LAKSHMINARAYANAN & MALATHI BALAJI

14

4. INVESTIGATING THE HRD CLIMATE AND PERCEPTIONAL DIFFERENCE OF EMPLOYEES IN BANKING SECTOR

GHULAM MUSTAFA SHAMI, DR. MUHAMMAD RAMZAN & AFAQ RASOOL

18

5. CONSUMER PREFERENCE ON BRANDED PRODUCTS – PERSONAL COMPUTER

T. SAMSON JOE DHINAKARAN & DR. C. THILAKAM

24

6. MOBILE ANALYTICS ON CUSTOMER CHURN

P.S. RAJESWARI & DR. P. RAVILOCHANAN

26

7. GREEN IT: ENERGY SAVING USING PELTIER

SHUBHRA SAGGAR & NIDHI KHURANA

31

8. SIGNIFICANCE OF QUALITY OF WORK LIFE OF EMPLOYEES IN ELECTRONIC BASED MANUFACTURING SECTOR

ENNI RAMESH, DR. T. RAJASEKHAR & SAMATHA.J

34

9. A STUDY ON HOW RISK AND RETURN CREATE AN IMPACT ON PORTFOLIO SELECTION

THULASIVELU K & SARANYA PB

38

10. SAP IMPLEMENTATION FOR PREVENTIVE MAINTENANCE USING BREAKDOWN HISTORY

RAJESHWARI. P & SUPRABHA. R

42

11. AN EMPIRICAL STUDY OF CSR AND CG WITH REFERENCE TO RELIANCE INDUSTRIES AND INFOSYS LIMITED

DR. MITA MEHTA & ARTI CHANDANI

48

12. ISSUES AND CHALLENGES IN INTEGRATING ICT INTO TEACHING AND LEARNING PRACTICES TO IMPROVE QUALITY OF EDUCATION

DR. BIRHANU MOGES ALEMU

53

13. A CRITICAL EVALUATION OF CUSTOMERS PERCEPTION: AN EMPIRICAL STUDY ON THE LEVEL OF SERVICE QUALITY OFFERED BY

ETHIOPIAN INSURANCE COMPANY

DR. GETIE ANDUALEM IMIRU

63

14. KEY VARIABLES IN SMEs ELECTRONIC DATA INTERCHANGE ADOPTION: THE EXPERTS' PERSPECTIVE

DR. AWNIRAWASHDEH

71

15. IMPACT OF PARTICIPATIVE MANAGEMENT IN DISPUTE SETTLEMENT: A STUDY ON JUTE MILLS IN WEST BENGAL

DR. YOGESH MAHESWARI

75

16. THE IMPACT OF CASE TOOLS ON SOFTWARE DEVELOPMENT

BALAMURUGAN SUBRAYEN, AURCHANA PRABU & ANGAYARKANNI ANANTHARAJAN

79

17. K-JOIN-ANONYMITY FOR DATABASE ON DATA PUBLISHING

S.BOOPATHY & P.SUMATHI

83

18. COMMUNICATION APPREHENSION: A CONCEPTUAL OVERVIEW

ANJALI PASHANKAR.

87

19. COMPETITIVE FRAMEWORK FOR SMALL AND MICRO FIRMS IN JAMMU & KASHMIR STATE

AASIM MIR

91

20. A GOSSIP PROTOCOL FOR DYNAMIC LOAD BALANCING IN CLOUDS

V.VIMALA DHEEKSHANYA &A.RAMACHANDRAN

93

21. CHANGING CONSUMER SHOPPING EXPERIENCE IN SHOPPING MALL OF INDIAN SHOPPERS

SHAHLA JAHAN CHANDEL & DR. ASIF ALI SYED

98

22. AN EFFICIENT MINING PROCEDURE FOR GENE SELECTION BY USING SELECT ATTRIBUTES

S.ANUSUYA & R.KARTHIKEYAN

104

23. THE IMPACT OF MERGERS AND ACQUISITIONS ON THE FINANCIAL PERFORMANCE OF IDBI BANK

VENKATESHA.R & MANJUNATHA.K

108

24. LIVELIHOOD ACTIVITIES: THE DETERMINANTS AND IMPORTANCE OF OFF-FARM EMPLOYMENT INCOME AMONG RURAL HOUSEHOLDS

IN TIGRAY REGION, NORTHERN ETHIOPIA

HAILE TEWELE & MELAKU BERHE

114

25. THE RELATIONSHIP BETWEEN THE CAPITAL STRUCTURES WITH THE PROFITABILITY IN TEHRAN STOCK EXCHANGE

AKRAM DAVOODI FAROKHAD & SAYED NAJIB ALLAH SHANAEI

124

26. INDICATION OF MOBILE TESTING ON CLOUD INTERPRETATIONS

M.DHANAMALAR & B.AYSHWARYA

129

27. THE ANALYSIS OF THE EFFECT OF NON-OIL EXPORT (NOX) ON NIGERIAN ECONOMY

ADEGBITE TAJUDEEN ADEJARE

132

28. DOCUMENT CLUSTERING BASED ON CORRELATION PRESERVING INDEXING IN SIMILARITY MEASURE SPACE

D. JENCY

138

29. EXPORT POTENTIAL FOR HANDLOOM AND HANDICRAFT: A STUDY ON ODISHA

UMA SHANKAR SINGH & AJAY KUMAR YADAV

141

30. A NOVEL SURVEY ON IMAGE EDGE DETECTOR

SANDEEP KUMAR SHARMA

146

REQUEST FOR FEEDBACK 150




iii

CHIEF PATRONCHIEF PATRONCHIEF PATRONCHIEF PATRON PROF. K. K. AGGARWAL

Chancellor, Lingaya’s University, Delhi

Founder Vice-Chancellor, GuruGobindSinghIndraprasthaUniversity, Delhi

Ex. Pro Vice-Chancellor, GuruJambheshwarUniversity, Hisar

FOUNDER FOUNDER FOUNDER FOUNDER PATRONPATRONPATRONPATRON

LATE SH. RAM BHAJAN AGGARWAL

Former State Minister for Home & Tourism, Government of Haryana

Former Vice-President, Dadri Education Society, Charkhi Dadri

Former President, Chinar Syntex Ltd. (Textile Mills), Bhiwani

COCOCOCO----ORDINATORORDINATORORDINATORORDINATOR

DR. SAMBHAV GARG

Faculty, Shree Ram Institute of Business & Management, Urjani

ADVISORSADVISORSADVISORSADVISORS

DR. PRIYA RANJAN TRIVEDI Chancellor, The Global Open University, Nagaland

PROF. M. S. SENAM RAJU Director A. C. D., School of Management Studies, I.G.N.O.U., New Delhi

PROF. S. L. MAHANDRU Principal (Retd.), MaharajaAgrasenCollege, Jagadhri

EDITOREDITOREDITOREDITOR

PROF. R. K. SHARMA Professor, Bharti Vidyapeeth University Institute of Management & Research, New Delhi

EDITORIAL ADVISORY EDITORIAL ADVISORY EDITORIAL ADVISORY EDITORIAL ADVISORY BOARDBOARDBOARDBOARD

DR. RAJESH MODI Faculty, YanbuIndustrialCollege, Kingdom of Saudi Arabia

PROF. PARVEEN KUMAR Director, M.C.A., Meerut Institute of Engineering & Technology, Meerut, U. P.

PROF. H. R. SHARMA Director, Chhatarpati Shivaji Institute of Technology, Durg, C.G.

PROF. MANOHAR LAL Director & Chairman, School of Information & Computer Sciences, I.G.N.O.U., New Delhi

PROF. ANIL K. SAINI Chairperson (CRC), GuruGobindSinghI. P. University, Delhi

PROF. R. K. CHOUDHARY Director, Asia Pacific Institute of Information Technology, Panipat

DR. ASHWANI KUSH Head, Computer Science, UniversityCollege, KurukshetraUniversity, Kurukshetra




iv

DR. BHARAT BHUSHAN Head, Department of Computer Science & Applications, GuruNanakKhalsaCollege, Yamunanagar

DR. VIJAYPAL SINGH DHAKA Dean (Academics), Rajasthan Institute of Engineering & Technology, Jaipur

DR. SAMBHAVNA Faculty, I.I.T.M., Delhi

DR. MOHINDER CHAND

Associate Professor, KurukshetraUniversity, Kurukshetra

DR. MOHENDER KUMAR GUPTA Associate Professor, P.J.L.N.GovernmentCollege, Faridabad

DR. SAMBHAV GARG


DR. SHIVAKUMAR DEENE Asst. Professor, Dept. of Commerce, School of Business Studies, Central University of Karnataka, Gulbarga

DR. BHAVET


ASSOCIATE EDITORSASSOCIATE EDITORSASSOCIATE EDITORSASSOCIATE EDITORS

PROF. ABHAY BANSAL Head, Department of Information Technology, Amity School of Engineering & Technology, Amity University, Noida

PROF. NAWAB ALI KHAN Department of Commerce, AligarhMuslimUniversity, Aligarh, U.P.

ASHISH CHOPRA Sr. Lecturer, Doon Valley Institute of Engineering & Technology, Karnal

TECHNICAL ADVISORTECHNICAL ADVISORTECHNICAL ADVISORTECHNICAL ADVISOR

AMITA Faculty, Government M. S., Mohali

FINANCIAL ADVISORSFINANCIAL ADVISORSFINANCIAL ADVISORSFINANCIAL ADVISORS

DICKIN GOYAL Advocate & Tax Adviser, Panchkula

NEENA Investment Consultant, Chambaghat, Solan, Himachal Pradesh

LEGAL ADVISORSLEGAL ADVISORSLEGAL ADVISORSLEGAL ADVISORS

JITENDER S. CHAHAL

Advocate, Punjab & Haryana High Court, Chandigarh U.T.

CHANDER BHUSHAN SHARMA Advocate & Consultant, District Courts, Yamunanagar at Jagadhri

SUPERINTENDENTSUPERINTENDENTSUPERINTENDENTSUPERINTENDENT

SURENDER KUMAR POONIA




v

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vi

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BOOKS

• Bowersox, Donald J., Closs, David J., (1996), "Logistical Management." Tata McGraw, Hill, New Delhi.

• Hunker, H.L. and A.J. Wright (1963), "Factors of Industrial Location in Ohio" Ohio State University, Nigeria.

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• Sharma T., Kwatra, G. (2008) Effectiveness of Social Advertising: A Study of Selected Campaigns, Corporate Social Responsibility, Edited by David Crowther &

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Vol. 21, No. 1, pp. 83-104.

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• Always indicate the date that the source was accessed, as online resources are frequently updated or removed.

WEBSITES

• Garg, Bhavet (2011): Towards a New Natural Gas Policy, Political Weekly, Viewed on January 01, 2012 http://epw.in/user/viewabstract.jsp




98

CHANGING CONSUMER SHOPPING EXPERIENCE IN SHOPPING MALL OF INDIAN SHOPPERS

SHAHLA JAHAN CHANDEL

RSEARCH SCHOLAR

DEPARTMENT OF BUSINESS ADMINISTRATION

ALIGARH MUSLIM UNIVERSITY

ALIGARH

DR. ASIF ALI SYED

ASST. PROFESSOR

DEPARTMENT OF BUSINESS ADMINISTRATION

ALIGARH MUSLIM UNIVERSITY

ALIGARH

ABSTRACT Large scale organized players are fast making inroads replacing traditional stores with modern stores. Retail formats which are adoptions of western formats

may not necessarily be suitable for Indian retail environment. Consumer shopping behavior in shopping malls explores the experience of consumers during

shopping in malls. Beyond explaining the shopping activities that interest the shoppers most, important attributes of shopping experience, the frequency and

purpose to visit the mall are also detailed. The findings of the study indicate applications to the marketers and managers for an effective, efficient and productive

mall performance. The findings also provide a direct evidence that malls are now a day’s treated as a one stop destination for various purposes like dining,

entertainment, hanging out, information seeking and shopping, a phenomenon called as (shoppertainment) compelling mall managers to transform the malls

that would offer stores with attractive product, merchandise, sophisticated atmospherics and facilities to lure the target customers.

KEYWORDS Shopping Experience, Shopping Behavior, Shoppertainment Store Attribute.

INTRODUCTION etailing the biggest private sector in the world is of the prime movers of an economy. The real estate market in India continues to be on its buoyant

growth trend. Specialized retailers, all over the world, are developing rapidly in segments such as consumer durables books, music, lifestyle goods

household furnishings, healthcare and beauty. India is an emerging retail market and its retail sales are increasing by an average of 10percent a year. The

globally respected consultancy firm A.T. Kearney (2004), has rated India as the most attractive retail market. Organized retailers from within and around the

globe are on a spree to set up shop in the Indian market. This has intensified the level of competition amongst the players and the Indian consumers had the

opportunity to experience the rapid exposure to brands. Retailers will have to be very much market oriented to meet up the customer expectation attitudes and

behavioral variables. The shopping experiences of consumers are guided by their expectation. A shopping mall is a group of retail business planned, developed,

owned and managed as a unit (Kotler, Armstrong, 2006. 407.) According to Mckeever et al. 1977, Prendergast et al. 1998) shopping mall as a part of urban

panorama has been considered as consumers “nesting places” or habitant. (Swinyard, 1998) these places are important venues that enhance peoples

experience. Experience is the consequence of acquiring and processing stimulation in the mall over repeated visits. Shopping, buying and utilizing are three

activities which contribute the customer’s behavior in holistic manner Tauber (1972)

LITERATURE REVIEW Reid & Brown (1996) proposed that the customer’s orientation towards shopping may shed light into the way he/she indulged in shopping and it also told the

reason when he/she chooses a particular retail store including (shopping mall). Store atmosphere plays a vital role in consumer experience. Atmospheric

involves a conscious designing of space to affect customer’s sensory experience. (Koo,2003) in his study said a positive store experience enhanced satisfaction

and would lead to increased shopping frequency, and therefore lead to increased sales. Store atmospheric specifically in reference to design and ambient

factors, was a significant variable as it influences consumer preference, interpersonal service quality, merchandise quality and monetary price perception as well

as shopping experience cost (Baker et al 2002; Thang & Tan 2003), Newman and Patel (2004), reported that sore atmosphere was one of the crucial factors and

determinants of store choice.

Walkefield and Baker found out that the architectural design of the mall was the dimension which contributed the most to mall excitement, while a mall’s

interior design had strong influence on customer’s desire to stay longer in mall. Wakefield and Baker (1998), also found a positive and strong relationship

between malls layout and desire to stay/ mall excitement.

This tells us that the customer not only evaluates the product assortment inside the mall but they also do look for the intangible that the mall offers like colors,

ambience, fragrance lighting and music Prior researches suggest that use of light colors exhibit a sense of spaciousness and impart a sense of excitement among

the minds of the consumer more over even the use of serene music along with warm colors helped the mall by increasing the customer desire to stay

(Solomon,1994 Peter Olson,1994) According to Sway (2007), scent marketing can make a consumer feel comfortable and put consumer in a good mood that

could positively influence purchase decisions.

A positive emotional experience engendered by store atmosphere will increase the estimated spending and time spend in the store. According to Donovan et.al

1994) this partly is due to emotional variable evaluated apart from cognitive variable e.g. quality and price perception.

Lindquist (1974) included merchandise in his nine attributes list explaining that merchandise consisted of quality, assortment, service and price. Lindquist (1974),

confined fact that merchandise was a key image factor.

Zimmer and Golden (1998), Chowdhury Reader and Sirvastava (1998) are the authors who accepted product quality and range as being important components

in the store image developments. The fact that when the consumer’s found products in the retail store attractive, they had positive perceptions thus the

customers are satisfied towards the store. Tang and Tan (2003), as well Collins-Dodd and Lindey (2003), claimed that merchandise had an essential influence on

the brand perception and store image as well. Sullivan et al. (2002), consumer tends to seek store with a greater assortment of merchandise to satisfy their

needs. Lindquest (1974), Zimmer and Golden (1998), Chowdhury et al (1998) Mc Goldrick (2002) had studied price as one of the merchandise components.

Thompson and Chen (1998) laid stress on the price/quality linkage where price means “not waste money and is linked to durability quality. Bhupta and Vaish

(2010), in their study stated that the developers and retailers need to plan the merchandising by the consumer needs. Chebat, Sirgy and Grzesknoswiak (2010),

opined that one way to generate more traffic is to build a strong mall image perceived by the shoppers delivering unique benefits.

Previous research conclusion regarding convenience and location were somewhat contradictory as well as one hand, Burns and Warren (1995), found, that

consumer’s travels beyond their local shopping area to other shopping centre in order to access a wider selection of products than that available locally, and this

R

VOLUME NO. 3 (2013), ISSUE NO. 04 (APRIL)

INTERNATIONAL JOURNAL OF RESEARCH IN COMA Monthly Double-Blind Peer Reviewed (Refereed

satisfied the need of uniqueness. On this conclusion research based

location has the greatest impact on consumer’s choice of center. Opening hours and time taken to reach the outlet are one of

consumers look for while selecting a shopping outlet (Kaufman, 1996). With retail location point of view, consumers give higher preference t

which is nearby to their homes..Loudon and Bitta (1993), discovered that consumer’s seeked high convenience, they

particular product. They also found that convenience is also an important criterion for customers who would either visit or m

infrequently.

According to Kaufmann (1996), consumers are getting more and more inclined towards “one stop destination” for their complete shopping desire. Huff (1964

and 1966) concluded that the convenience of access were the primary characteristics that consumers sought, when choosing a sh

demand of one stop shopping had been a major drives of increasing scale of operations in retail (Messinges and Narasimhan 199

take many forms. Ghosh (1986) briefly commented to both the shopper and retailer. Malls

to do so more effectively and in a pleasant environment.

Shopping centre entertainment was a strategic marketing tool that could extend a shopping centre’s trading areas, lengthen sh

revenues for tenants (Shim & Eastlick 1998). That is, entertainment (such as movie theatres, food courts and fashion shows)

shopping centre conducive to an exciting and pleasant experience for shoppers.

centre image. Beyond the pioneering shopping centre study that measured entertainment items including movie theatre and theme

by Bellenger, Robertson and Greenberg (1977). The entertainment mix of a shopping centre could comprise

special event entertainment (such as fashion shows) and

environment was also central to consumer patronage.

Convenience orientation was a key benefit that shopper’s seeked in the modern environment. In this sense, consumer’s percepti

opening hours, location, and parking) would have a positive influence on their satisfaction with the service (Berry et al. 2002). Consumers’ perceived

of time and effort interacts to influence their perceptions of service convenience (Berry et al. 2002), and retail fac

effort perceptions. For example, a central location can reduce the transaction costs associated with shopping (e.g., transpor

to a convenient location, other convenience incentives provided by retailers, such as longer operating hours or ample parking, can draw patrons to a store

Hansen and Deutscher (1977–1978)

RESEARCH GAP The forgoing discussion brings the fact that the rate of growth in the retail sector in India

very few detailed studies on consumers shopping experience related to malls had been done in an Indian context. Most of the s

European environment. The lack of studies in this domain has triggered the interest to bridge the gaps.

OBJECTIVES From the above research gap the following objectives were derived to study about the shopping experience of the Indian consum

conducted keeping in view the following main objectives

a) To indentify various shopping activities of the customers.

b) To explore important attributes of shopping experience among Indian shopper

In order to understand the shopping experience dimension of consumer’s, related to ma

FIG.1

The Indian, consumer’s are gradually moving from local Kirana shopping to mall shopping” with the number of domestic and inte

store. These modern retail formats provide a wide variety of products and services to customers and o

of product, entertainment and service all under a single roof. Indian consumers are fast embracing modern retail formats.

MODERN RETAIL FORMATS 1) Discount stores: Discount stores or factory outlets offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at

the seasons. The product category range includes variety of perishable and non perishable goods.

2) Supermarket: This is a large, low cost, low margin high volume self service operation designed to serve the customer’s need for food, luxury and household

maintenance products. E.g. Food World, Subhiksha and Nilgiris

3) Hypermarket: Hypermarket in India deals with varied shops selling different types of

mainly concentrated in urban areas only. It has a heterogeneous mixture of large and small individual retailers. Most of this

of both domestic and international manufacturers. It offers product with different price brands for each and every section of the society. The operators

hypermarket are Reliance Retail, Bharti Wal Mart.

4) Specialty stores: These are stores that focus on specific market segments,

as the Bangalore based kids Kemp, the Mumbai book retailer Crossword, Times Groups music chain Planet M.

5) Malls: It is the largest form of organized retailing. They len

under a common roof.eg Shoppers stop.

INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION Refereed/Juried) Open Access International e-Journal - Included in the International Serial Directories


satisfied the need of uniqueness. On this conclusion research based on consumer responses by SeVerin et al (2001) and Yilmaz (2004) showed that convenient

location has the greatest impact on consumer’s choice of center. Opening hours and time taken to reach the outlet are one of

for while selecting a shopping outlet (Kaufman, 1996). With retail location point of view, consumers give higher preference t

which is nearby to their homes..Loudon and Bitta (1993), discovered that consumer’s seeked high convenience, they despised spending time and effort for a

particular product. They also found that convenience is also an important criterion for customers who would either visit or m

rs are getting more and more inclined towards “one stop destination” for their complete shopping desire. Huff (1964

and 1966) concluded that the convenience of access were the primary characteristics that consumers sought, when choosing a sh

demand of one stop shopping had been a major drives of increasing scale of operations in retail (Messinges and Narasimhan 199

take many forms. Ghosh (1986) briefly commented to both the shopper and retailer. Malls would afford those pursuing a multi

to do so more effectively and in a pleasant environment.

Shopping centre entertainment was a strategic marketing tool that could extend a shopping centre’s trading areas, lengthen sh

revenues for tenants (Shim & Eastlick 1998). That is, entertainment (such as movie theatres, food courts and fashion shows)

shopping centre conducive to an exciting and pleasant experience for shoppers. Few studies have incorporated entertainment as an attribute of the shopping

centre image. Beyond the pioneering shopping centre study that measured entertainment items including movie theatre and theme

Greenberg (1977). The entertainment mix of a shopping centre could comprise specialty entertainment

(such as fashion shows) and food (such as food courts and cafés). Besides an entertaining and pleasan

Convenience orientation was a key benefit that shopper’s seeked in the modern environment. In this sense, consumer’s percepti

and parking) would have a positive influence on their satisfaction with the service (Berry et al. 2002). Consumers’ perceived

of time and effort interacts to influence their perceptions of service convenience (Berry et al. 2002), and retail facilities can be designed to affect those time and

effort perceptions. For example, a central location can reduce the transaction costs associated with shopping (e.g., transpor

incentives provided by retailers, such as longer operating hours or ample parking, can draw patrons to a store

The forgoing discussion brings the fact that the rate of growth in the retail sector in India creates a requirement for research from the consumer’s perspective. A

very few detailed studies on consumers shopping experience related to malls had been done in an Indian context. Most of the s

studies in this domain has triggered the interest to bridge the gaps.

From the above research gap the following objectives were derived to study about the shopping experience of the Indian consum

the following main objectives

a) To indentify various shopping activities of the customers.

b) To explore important attributes of shopping experience among Indian shopper

In order to understand the shopping experience dimension of consumer’s, related to mall attributes the given model has been developed.

FIG.1: MODEL OF CONSUMER SHOPPING EXPERIENCE

Source: Researcher

The Indian, consumer’s are gradually moving from local Kirana shopping to mall shopping” with the number of domestic and inte

These modern retail formats provide a wide variety of products and services to customers and offer an ideal shopping experience with an amalgamation


offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at

the seasons. The product category range includes variety of perishable and non perishable goods.

in high volume self service operation designed to serve the customer’s need for food, luxury and household

maintenance products. E.g. Food World, Subhiksha and Nilgiris

Hypermarket in India deals with varied shops selling different types of essential commodities along with luxury items. The hyper market is

mainly concentrated in urban areas only. It has a heterogeneous mixture of large and small individual retailers. Most of this

ational manufacturers. It offers product with different price brands for each and every section of the society. The operators

These are stores that focus on specific market segments, specializing on particular products, gift items and so on. These include chains such

as the Bangalore based kids Kemp, the Mumbai book retailer Crossword, Times Groups music chain Planet M.

It is the largest form of organized retailing. They lend an ideal shopping experience with an amalgamation of product, service and entertainment, all

ISSN 2231-1009

PUTER APPLICATION & MANAGEMENT Included in the International Serial Directories

99

on consumer responses by SeVerin et al (2001) and Yilmaz (2004) showed that convenient

location has the greatest impact on consumer’s choice of center. Opening hours and time taken to reach the outlet are one of the main criteria which the

for while selecting a shopping outlet (Kaufman, 1996). With retail location point of view, consumers give higher preference to shopping outlet

despised spending time and effort for a

particular product. They also found that convenience is also an important criterion for customers who would either visit or made purchase in a mall very

rs are getting more and more inclined towards “one stop destination” for their complete shopping desire. Huff (1964

and 1966) concluded that the convenience of access were the primary characteristics that consumers sought, when choosing a shopping center to visit. The

demand of one stop shopping had been a major drives of increasing scale of operations in retail (Messinges and Narasimhan 1997), multipurpose shopping can

would afford those pursuing a multi-purpose agenda the opportunity

Shopping centre entertainment was a strategic marketing tool that could extend a shopping centre’s trading areas, lengthen shopper stays, and increased

revenues for tenants (Shim & Eastlick 1998). That is, entertainment (such as movie theatres, food courts and fashion shows) could enhance the ambience of a

Few studies have incorporated entertainment as an attribute of the shopping

centre image. Beyond the pioneering shopping centre study that measured entertainment items including movie theatre and themed restaurants was conducted

specialty entertainment (such as movie theatres),

(such as food courts and cafés). Besides an entertaining and pleasant ambience, a safe shopping

Convenience orientation was a key benefit that shopper’s seeked in the modern environment. In this sense, consumer’s perceptions of convenience (e.g.,

and parking) would have a positive influence on their satisfaction with the service (Berry et al. 2002). Consumers’ perceived expenditure

ilities can be designed to affect those time and

effort perceptions. For example, a central location can reduce the transaction costs associated with shopping (e.g., transportation cost, time spent). In addition

incentives provided by retailers, such as longer operating hours or ample parking, can draw patrons to a store

creates a requirement for research from the consumer’s perspective. A

very few detailed studies on consumers shopping experience related to malls had been done in an Indian context. Most of the studies are based on USA and

From the above research gap the following objectives were derived to study about the shopping experience of the Indian consumers. The research was

ll attributes the given model has been developed.

The Indian, consumer’s are gradually moving from local Kirana shopping to mall shopping” with the number of domestic and international brands available in

ffer an ideal shopping experience with an amalgamation


offer discounts on the MRP through selling in bulk reaching economies of scale or excess stock left over at

in high volume self service operation designed to serve the customer’s need for food, luxury and household

essential commodities along with luxury items. The hyper market is

mainly concentrated in urban areas only. It has a heterogeneous mixture of large and small individual retailers. Most of this hypermarket sells branded products

ational manufacturers. It offers product with different price brands for each and every section of the society. The operators of

specializing on particular products, gift items and so on. These include chains such

d an ideal shopping experience with an amalgamation of product, service and entertainment, all




100

The model indicates that the consumer’s shopping experience depends upon the strategies adopted by the mall managers. Productive mall performers are those

who provide dining, entertainment under one roof which affects the frequency of visits of the customers to the malls .The model explains that the consumer

shopping experience depends upon the mall attributes including Atmospherics, Merchandise, and Convenience adopted by mall managers and shopping

activities including Entertainment, Dining, and Information seeking (shoppertainment) influences the consumers shopping behavior which as a result affects the

frequency of visit of the customers to the malls. The attributes derived are

MALL ATTRIBUTES 1) Atmosphererics: Atmospherics was defined by Kotler (1973), p.48 as “the effort to design buying environments to produce specific emotional effects in the

buyer that enhance his/ her purchase probability”. He referred to five – dimensional experience, based upon our five senses. Later research defined the term

atmospherics to ‘ambient factor’s that emphasized sound (e.g. music), feel (environmentally based not product based (e.g. crowding, arousal), smell (overall

odor) and sight (environment related e.g. (wall color).

2) Merchandise: A huge contributes to store loyalty lies with the relative offerings in terms of variety of assortment. Varity is the number of different

merchandise categories a retailer sells while assortment refers to the number of item in a merchandise category.

3) Convenience: Convenience refers to the easiness that consumer seeks while shopping.

4) Shopping Activity: The favorite destinations for the people are now changing. Being a common utility product, a branded pair of jeans, and some leisure time

in the cinema theatres or a general hangout, more urban crowds are attracted towards the mall. Several brand squeezed into one place Entertainment zones,

shopping delights and food court. The whole concept of “Shoppertainment” is what’s changing the scene of Indian Retail Industry.

RESEARCH METHODOLOGY The research methodology for the study involved a research design comprising the elements of shopping activities and various attributes of malls that influence

customers shopping experience. Shopping activities further comprised of Entertainment, Dining, Information seeking, and mall attributes comprising of

Atmosphere, Merchandise and Convenience. A questionnaire in English was drafted. Each question was measured using five point Likert scale, which ranged 1 to

5, where 1 resembled the response as “strongly disagree” while 5 resembled “strongly agree” to measure 19 items. The questionnaire was divided into three

parts. Part one employed questions to measure necessary and relevant demographic details of the respondents. Part two of the questionnaire used questions to

capture the shopping behavior of the respondents (e.g. frequency of shopping, time taken while shopping in the mall, etc). Part three aimed at measuring the

respondent’s reaction towards the various dimensions of shopping experience. The data obtained by a pilot study was subjected to Reliability test and Cronbach

alpha value .836 was obtained for the construct. Further it was scrutinized by industry expert and academicians for its validity. A few changes were incorporated

on the suggestion of experts.

The questionnaire on the basis of sampling design was subjected to shoppers intercepted post shopping activity. The population of the study consisted of both

male and female shoppers who come to shop in shopping mall in Delhi. Sampling frame consisted of shopping mall in Delhi in order to have representative

sample, a list of selected retail stores in Delhi was generated. The sample size consisted of 500 shoppers as used in previous studies.

From the total number of 550 questionnaires, 500 were found completely usable for the purpose of the study. The percentage of the respondents was

constructed depicting the complete demographic of the sample. Table1 indicates the demographic profile of the respondents. There were (39.2%) of male

respondent and (60.8%) of female respondents in the sample. The largest set of respondents was found to be of the age group 20-30 years (46%), following

were the respondents of age group groups 31-40 years (24 %) and 41-50 years (16%) respectively. Unmarried respondents were found to be more as in the

sample accounting for nearly (62.4%) and married respondents were about (37.6%) of the total sample. With respect to the educational level, graduates were

the most recurring with (48%) followed by postgraduate (29 %.). Percentage of undergraduates included in the sample was (23%). About the occupation of the

respondent the statistics revealed that (34%) of the respondents were salaried professionals, (50%) were students, (8%) were self employed, (7%) of the

respondents were homemaker and a considerably low percent of the respondent with (1%) fell in the category of retired. According to the statistics in terms of

monthly income, illustrated the major portion of the respondents were earning a monthly income ranging from 25000-50000 INR (40%), followed by the

respondents who specified that had a monthly income of below 25000 INR accounting for (30%) of the total sample. Others who followed had 50000-75000 INR

(21%), 75000- 100000 INR (8%) and above 100000 INR (1%).

Table 2 indicates the shopping behavior of the respondents included in the sample. The given table shows that the majority people i.e. (57%) visit malls for

shopping and entertainment followed by dining (16%), window shopping (14%) and for information seeking (13%). The percentage of the respondents who

visited malls not for shopping but for entertainment were (49%), for dining (21%) for information seeking (20%) and window shopping (10%). Majority of the

respondents i.e. (50%) visited shopping malls with their friends, (30%) with their families, (15%) with their colleagues and the lowest number of respondents

(5%) visited with their relatives. With regards to the percentage of average money spend while shopping in the malls, (72%) of the respondents spend <Rs 5000,

between Rs 5000- 10000, (25%), Rs10000- 20000, (2%) and the Rs 20000-30000 (1%). The table indicates that (75%) of the respondents spend 1-3 hrs. in the

mall, (11%) of the respondent spend 3-6 hrs, (10%) of the respondent spend <1 hr. and the lowest number of respondent i.e. (4%) >6 hrs. in the mall. In terms of

frequency of visiting the shopping mall, results indicate that (61%) of the respondent visit the malls on the basis of their shopping needs where as about (23%) of

the respondents visited once a week, (11%) of the respondents were found to be visiting the mall twice a week and a handful of the respondents were observed

to visit the malls thrice a week.

DEMOGRAPHIC PROFILE OF THE RESPONDENTS Gender Frequency Percentage

Male

Female

Total

196

304

500

39.2

60.8

100

Age Frequency Percentage

<20

20-30

31-40

41-50

>50

Total

70

230

120

80

500

14

46

24

16

100

Marital Status Frequency Percentage

Married

Unmarried

Total

188

312

500

37.6

62.4

100




101

Qualification Frequency Percentage

Undergraduate

Graduate

Postgraduate

Total

115

240

145

500

23

48

29

100

SHOPPING BEHAVIOR OF THE RESPONDENTS 1) Visit shopping mall for shopping and

frequency percentage

Entertainment

Dining

Window shopping

Information seeking

Total

285

80

70

65

500

57

16

14

13

100

2) Visit shopping mall not for shopping but for

frequency Percentage

Entertainment

Dining

Window shopping

Information seeking

Total

245

105

50

100

500

49

21

10

20

100

3) Shopping companion


Family

Friends

Relatives

Colleagues

Total

200

325

15

10

500

30

49

9

12

100

4) Average money spend


<5000

5000-10000

10000-20000

20000-30000

>40000

Total

360

125

10

6

0

500

72

25

2

1

0

100

5) Average time spend


<1 hr

1-3 hrs

3-6 hrs

>6 hrs

Total

50

375

55

20

500

10

75

11

4

100

6) Frequency of shopping visit


Once a week

Twice a week

Thrice a week

As per shopping needs

Total

115

55

25

305

500

23

11

5

61

100

Source: Researcher

Occupation Frequency Percentage

Home maker

Self employed

Salaried

Retired

Student

Total

40

80

180

15

230

500

7

8

36

3

46

100

Approx Monthly Income Frequency Percentage

Below 25000

25000-50000

50000-75000

75000-100000

>100000

Total

150

200

105

40

5

500

30

40

21

8

1

100

VOLUME NO. 3 (2013), ISSUE NO. 04 (APRIL)

INTERNATIONAL JOURNAL OF RESEARCH IN COMA Monthly Double-Blind Peer Reviewed (Refereed

FIG.2: MALL ATTRIBUTES INFL

Findings of the study reveal that the entertainment emerges as the most significant activity at malls. Amongst the other impo

information seeking. The activity like window shopping is least important.

Interior design, décor and lighting of the malls were observed to have acceptance from the respondents. The respondents gave

like merchandise and convenience. The respondents preferred one stop shopping, convenient

and a place for recreation with friends and acquaintances. The study also reveals that the young customers of Delhi were favo

than their older counterparts. Atmospherics gave a positive store experience and enhanced the satisfaction which increased the shopping frequency. The design

of the mall contributes to the mall excitement which influenced the customer’s desire to stay longer in malls. The product qu

assortment of merchandise satisfied their needs. Customers were more inclined towards “one stop destination” for their comple

LIMITATIONS Some of the limitations too were identified in the study.

shopping and entertainment and did not want to be intercepted fir a filling a questionnaire. Many were not ready to discuss t

felt it was bothering their shopping visit.

Also shopping mall managers did not appreciate their shoppers being disturbed hence an inside shop interception for collectin

the response was generated only outside shops.

An inside shop response would have generated a more valid data giving further detailed insight to the study being conducted.

CONCLUSION In India the consuming class is emerging owing to the increasing income levels and

their presence in the market, it is pertinent for them to identify the target shoppers as well as to identify the prime activ

retail outlet and understand their needs/ desires of the targeted customers and deliver their offerings accordingly. Hence they can get not onl

shares of the customers but also their mind shares. A mall is a place where customers can get everything, and als

means of socialization along with purchase products of their interest and relevance. The findings of the present paper were q

reviewed, in a way that the customers were influenced by the music, color and lights of the malls which increased their desire to stay longer in them. The design

of the store contributed to the mall excitement. Customers were more inclined towards one stop destination for their complete

entertainment.

MANAGERIAL IMPLICATIONS The result of the current study might have implications to the managers and marketers for an efficient, effective and product

becoming a place for socialization and recreation and customers have high expectation from the malls. Hence mall managers should understand that malls have

something more than a place to buy products. They should transform the malls in such a way that would offer energetic and vi

product merchandise, scores of entertainment bundled with modern, more sophisticated atmospherics and facilities to enhance t

customers with the impact to lure the target customers.

REFERENCES 1. A.T. Kearny.2004. Pace of international retail expansion quickening, to A.T. Kearney study available at : wwwtkearney.com/mai

2. Baker, Julie, A. Parasuraman, Dhruv Grewal, and Glenn B. Voss (2002), “The Influence of Multiple Store Environment Cues on Perceived Mercha

and Patronage

3. Bellenger, D., Robertson, D. & Greenberg, B. 1977, ‘Shopping centre patronage motives’,

4. Berry, Leonard, Kathleen Seiders and Dhruv Grewal (July, 2002). “Understanding service convenience,”

5. Bhupa, Malini; and Vaish, Nnandini (2010) “M

92080/Economy/Malls+not+well.html

6. Burns DJ, Warren HB. Need for uniqueness: shopping mall preference and choice activity. International J Retail Distribution M

12.

7. Chebat, Jean-Charles, M. Joseph Sirgy, and Stephan Grzeskowiak (2010), “How Can Shopping Mall Management Best Capture Mall Image?”

Business Research, 63 (7), 735-740

8. Chowdhury, J., J. Reardin, and R. Srivastara (1998), “Alternative Modes of Measuring St

Unstructured Measures, Journal Marketing Theory and Practice

9. Donovan, R.J., Rossiter, J.R., Marcoolyn, G. and Nesdale, A. (1994), “Store atmosphere and purchasing behavior”, Journal of

283-94.

10. Ghosh, Avijit (1986), “The Value of a Mall and Other Insights From a Revised Central Place Model,”

11. Handbook, Urban Land Institute: Washington, DC.

12. Hansen, Robert and Terry Deutscher (1977). “An empirical investigation of attribute importance in retail store selection,”

95.

13. Huff D.L. (1964), Defining and estimating a trade area1" Journal of Marketing, Vol. 28, pp.

14. Huff, D. (1966), “A promotional Solution for Approximating an Optimal Retail Location”, Land Economics, Vol. 42, pp 293

15. Intentions,” Journal of Marketing, 66 (2), 120-141.

16. Kaufman, C.F. (1996) “,A new look at one-stop shopping: a TIMES model approac

17. Koo , D. M., 2003. Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Jou

Marketing and Logistics, 15(4), 42-71

18. Kotler , Philip, Garry Armstrong, (2006), Principles

19. Kotler, Philip. (1973), “Atmospherics as a Marketing Tool,”

20. Lindquist, J.D (1974-1975).”Meaning of Image: A survey of empirical and hypothetical evidence. ”Journal of Retailing

INTERNATIONAL JOURNAL OF RESEARCH IN COMPUTER APPLICATION Refereed/Juried) Open Access International e-Journal - Included in the International Serial Directories


MALL ATTRIBUTES INFLUENCING CONSUMERS SHOPPING EXPERIENCE

Source: Researcher

Findings of the study reveal that the entertainment emerges as the most significant activity at malls. Amongst the other impo

information seeking. The activity like window shopping is least important.

Interior design, décor and lighting of the malls were observed to have acceptance from the respondents. The respondents gave

like merchandise and convenience. The respondents preferred one stop shopping, convenient opening hours, and parking facilities, wide product assortment

and a place for recreation with friends and acquaintances. The study also reveals that the young customers of Delhi were favo

pherics gave a positive store experience and enhanced the satisfaction which increased the shopping frequency. The design

of the mall contributes to the mall excitement which influenced the customer’s desire to stay longer in malls. The product qu

assortment of merchandise satisfied their needs. Customers were more inclined towards “one stop destination” for their comple

Some of the limitations too were identified in the study. The response of the respondents ranged from non response to partial response as they had come for

shopping and entertainment and did not want to be intercepted fir a filling a questionnaire. Many were not ready to discuss t

Also shopping mall managers did not appreciate their shoppers being disturbed hence an inside shop interception for collectin

inside shop response would have generated a more valid data giving further detailed insight to the study being conducted.

In India the consuming class is emerging owing to the increasing income levels and dual career families with high disposable incomes. With the retailers eyeing

their presence in the market, it is pertinent for them to identify the target shoppers as well as to identify the prime activ

understand their needs/ desires of the targeted customers and deliver their offerings accordingly. Hence they can get not onl

shares of the customers but also their mind shares. A mall is a place where customers can get everything, and also is a good place to hangout with friends as a

means of socialization along with purchase products of their interest and relevance. The findings of the present paper were q

d by the music, color and lights of the malls which increased their desire to stay longer in them. The design

of the store contributed to the mall excitement. Customers were more inclined towards one stop destination for their complete

The result of the current study might have implications to the managers and marketers for an efficient, effective and product

reation and customers have high expectation from the malls. Hence mall managers should understand that malls have

something more than a place to buy products. They should transform the malls in such a way that would offer energetic and vi

product merchandise, scores of entertainment bundled with modern, more sophisticated atmospherics and facilities to enhance t

customers with the impact to lure the target customers.

A.T. Kearny.2004. Pace of international retail expansion quickening, to A.T. Kearney study available at : wwwtkearney.com/mai

A. Parasuraman, Dhruv Grewal, and Glenn B. Voss (2002), “The Influence of Multiple Store Environment Cues on Perceived Mercha

Bellenger, D., Robertson, D. & Greenberg, B. 1977, ‘Shopping centre patronage motives’, Journal of Retailing, vol. 53, no. 2, Summer, pp. 29

Berry, Leonard, Kathleen Seiders and Dhruv Grewal (July, 2002). “Understanding service convenience,” Journal of Marketing

Bhupa, Malini; and Vaish, Nnandini (2010) “M – Alls not well”, India Toda, Retrieved from http:// indiatoday intoday .in/site/story

Burns DJ, Warren HB. Need for uniqueness: shopping mall preference and choice activity. International J Retail Distribution M

-Charles, M. Joseph Sirgy, and Stephan Grzeskowiak (2010), “How Can Shopping Mall Management Best Capture Mall Image?”

Chowdhury, J., J. Reardin, and R. Srivastara (1998), “Alternative Modes of Measuring Store Image: An Empirical Assessment of Structural versus

Journal Marketing Theory and Practice,6(2), 72 86.

Donovan, R.J., Rossiter, J.R., Marcoolyn, G. and Nesdale, A. (1994), “Store atmosphere and purchasing behavior”, Journal of

Ghosh, Avijit (1986), “The Value of a Mall and Other Insights From a Revised Central Place Model,” Journal of Retailing

Handbook, Urban Land Institute: Washington, DC.

ry Deutscher (1977). “An empirical investigation of attribute importance in retail store selection,”

Huff D.L. (1964), Defining and estimating a trade area1" Journal of Marketing, Vol. 28, pp. 34-38

Huff, D. (1966), “A promotional Solution for Approximating an Optimal Retail Location”, Land Economics, Vol. 42, pp 293

141.

stop shopping: a TIMES model approach to

relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Jou

Kotler , Philip, Garry Armstrong, (2006), Principles of Marketing, Prentice Hall, New Jersey.

Kotler, Philip. (1973), “Atmospherics as a Marketing Tool,” Journal of Retailing, 49 (4), 48-64.

1975).”Meaning of Image: A survey of empirical and hypothetical evidence. ”Journal of Retailing

ISSN 2231-1009

PUTER APPLICATION & MANAGEMENT Included in the International Serial Directories

102

Findings of the study reveal that the entertainment emerges as the most significant activity at malls. Amongst the other important activities were dining and

Interior design, décor and lighting of the malls were observed to have acceptance from the respondents. The respondents gave preference to the dimensions

opening hours, and parking facilities, wide product assortment

and a place for recreation with friends and acquaintances. The study also reveals that the young customers of Delhi were favorably inclined towards the mall

pherics gave a positive store experience and enhanced the satisfaction which increased the shopping frequency. The design

of the mall contributes to the mall excitement which influenced the customer’s desire to stay longer in malls. The product quality, range and a store with greater

assortment of merchandise satisfied their needs. Customers were more inclined towards “one stop destination” for their complete shopping desire.

The response of the respondents ranged from non response to partial response as they had come for

shopping and entertainment and did not want to be intercepted fir a filling a questionnaire. Many were not ready to discuss the details of their response as they

Also shopping mall managers did not appreciate their shoppers being disturbed hence an inside shop interception for collecting response was not possible and

inside shop response would have generated a more valid data giving further detailed insight to the study being conducted.

dual career families with high disposable incomes. With the retailers eyeing

their presence in the market, it is pertinent for them to identify the target shoppers as well as to identify the prime activities while shopping in an organized

understand their needs/ desires of the targeted customers and deliver their offerings accordingly. Hence they can get not only maximum wallet

o is a good place to hangout with friends as a

means of socialization along with purchase products of their interest and relevance. The findings of the present paper were quite similar to the literature

d by the music, color and lights of the malls which increased their desire to stay longer in them. The design

of the store contributed to the mall excitement. Customers were more inclined towards one stop destination for their complete shopping desire as well as

The result of the current study might have implications to the managers and marketers for an efficient, effective and productive mall performance. Malls are fast

reation and customers have high expectation from the malls. Hence mall managers should understand that malls have

something more than a place to buy products. They should transform the malls in such a way that would offer energetic and vibrant stores with attractive

product merchandise, scores of entertainment bundled with modern, more sophisticated atmospherics and facilities to enhance the shopping experience of the

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