Mall Mania

Only available on StudyMode
  • Download(s) : 350
  • Published : November 28, 2012
Open Document
Text Preview
Mall Mania in India – Changing Consumer Shopping Habits

Mall Mania in India –
Changing Consumer
Shopping Habits

A dissertation submitted to The University of
Nottingham for the degree of Ma in
Management

Kanika Taneja
Business School, University of Nottingham
September, 2007

Mall Mania in India – Changing Consumer Shopping Habits

ACKNOWLEDGMENT

I deeply thank God and my family for showing me the way, no matter how difficult the time was.
For his aspiring and invaluable guidance, I wish to express my heartfelt gratitude to my Supervisor, Dr. Andrew Smith, without whose support this dissertation could not have been successfully realized.

My sincere gratitude to the interviewees and all respondents for their invaluable time, acknowledging that, this study would not have been possible without their assistance and support.
Finally, special thanks to all my friends for their constant support and encouragement, and making this year in Nottingham memorable.

1

Mall Mania in India – Changing Consumer Shopping Habits

Abstract

For the current generation of consumers, the meaning of shopping has changed. It is not just a mere necessity, as it was earlier, but much more than that. The factors that affect store choice and draw customers to the shopping centre include space, ambience, and convenience and moreover an array of choice under one roof. The growth of integrated shopping malls, retail chains and multi-brand outlets is evidence of consumer behaviour being favourable to the growing organized segment of the business. Space, ambience and convenience are beginning to play an important role in drawing customers. Malls, which are now anchored by large outlets such as Westside and Lifestyle and are resided by a lot of Indian and international brands, are also being seen as image benchmarks for communities.

Thus, this dissertation aims at studying the changing shopping trends of consumers in the Indian economy. For doing this, semi structured interviews from the Indian retailers as well as consumers have been used as a tool. Various factors on which the Indian consumers base their choice of going to the shopping mall or the unorganized markets have been analyzed in this research.

2

Mall Mania in India – Changing Consumer Shopping Habits

Table of contents

ACKNOWLEDGEMENT

Page 1

Abstract

Page 2

List of Tables and Figures

Page 7

Chapter One

Page 8

Introduction

1.1 Background of the Study............................................................8 1.2 Research Objectives ..................................................................10 1.3 Chapter Summary ……….........................................................11

Chapter Two

Literature Review

Page 15

2.1 Introduction................................................................................15 2.2 Definition of Shopping .............................................................15 2.3 Types of Shoppers..................................................................... 18 2.4 Consumer Buying Behaviour ..................................................21

2.5 Organization of the Retail Industry ........................................25 3

Mall Mania in India – Changing Consumer Shopping Habits
2.6 Types of Retail Formats .............................................................26 2.7 Shopping Malls ...........................................................................30 2.8 Determinants for Choice of Shopping Malls………...............31 2.8.1 Number of Stores and the Tenant Mix………..........34 2.8.2 Location of the Shopping Mall ..................................37 2.8.3 Shopping Experience………………...........................38 2.8.4 Shopping Mall Image...................................................40 2.9 Conclusion………………………………………………............41

Chapter Three

Methodology

Page 42

3.1...
tracking img