Factors Influencing Selection of Shopping Malls: An Exploratory Study of Consumer Perception

Abstract

Shopping mall is a group of retail stores under one roof. Malls have been constantly adapting and changing in both style and substance in order to attract increasingly sophisticated and fickle consumers. There are various factors which might affect shoppers’ selection of a place to shop. The present study is an attempt in this regard with special reference to Indian context. The objective of this study was to identify the factors affecting selection criterion of consumers with respect to shopping malls. Mall intercept survey was conducted to identify the factors which influence the selection of shopping malls in multiple cities. The sample included 181 active mall shoppers. Total seven factors which influence the selection of shopping malls from consumer’s view point were identified with a structure questionnaire. Study will help the mall owners and the retail marketers to understand the insights of shoppers that on what basis consumers select the shopping malls for shopping. On these bases, they can plan their strategies for shopping malls.