STUDY OF CONSUMER BEHAVIOR IN SHOPPING MALLS
Marketplaces in urban demographic settings attract a large number of buyers and sellers, which can be termed as market thickness. The co-existence of many shopping malls with traditional markets in a marketplace causes market congestion. This problem may be resolved by developing small kiosks for transactions and allowing consumers to test out customised products and services from the main stores The growth of market share for specialised retailers and large departmental stores depends on the size of the consumer segment in a given urban population. It is observed that consumers’ buying preferences become more diversified as the extent of retail stores increases within a confined area. Thus, the market size reaches a threshold and the consumers’ shopping preferences are jeopardised owing to indecisiveness in shopping. However, shopping centres and hypermarkets have become important elements in the urban landscape, though lack of planning and vision has led to chaotic development and congestion of marketplaces, affecting the growth of the retailers. A larger shopping centre can facilitate a greater variety of shops, and can create a more pleasant environment for shoppers, thus enticing them to visit more often and stay longer. This proposition leads to one of the challenges faced by managers of shopping malls located outside the traditional shopping belt, that is, how to attract shoppers to patronise their malls. Narrowing of shopping streets and the rise of shopping malls have been major trends in retailing in emerging markets. There has been no proper planning to manage the shift of agglomeration of retail stores from both a marketing perspective and consumers’ point of view. However, the findings of some studies proved to be quite similar for both shopping streets and shopping malls: the retail tenant mix and atmosphere had the highest relative importance. The social demand for environment friendly shopping malls is increasing as a result of rapid urbanisation. To ensure the efficiency of public spending, their provision should be based on the socioeconomic criteria of the region. Hence, suburbanisation has been continuing in developing countries such as Mexico, along with the increase in market expansion. The process of suburbanisation has gone beyond purely government-initiated relocation of households and polluting industries in emerging markets like India, China, Brazil and Mexico. In order to reduce the congestion of shopping areas, the new round of suburbanisation has been driven by the development of large suburban shopping malls and retail parks. It has been observed that large recreational shopping malls encourage regular shoppers and tourists to shop frequently. Accordingly, most citizens of growing cities are patronising their suburban shopping malls and power centres, rather than downtown market places. From the perspective of shoppers, the major attributes of shopping mall attractiveness are comfort, entertainment, diversity, mall essence, convenience and luxury. Such shopping mall attractiveness may be designed in reference to the three broad segments of shoppers: stress-free shoppers, demanding shoppers and pragmatic shoppers. This enables mall managers to develop appropriate retailing strategies to satisfy each segment. This study discusses the impact of growing congestion of shopping mall in urban areas of Mexico on shopping convenience and shopping behaviour. Based on a survey of urban shoppers, the study analyses the cognitive attributes of shoppers towards attractiveness of shopping malls and intensity of shopping. Personality traits of shoppers affecting preferences for shopping malls with regard to store assortment, convenience, distance to malls, economic advantage and leisure facilities have also been discussed in the study. The discussions in the paper also examine the specific evidence of the effects of ambience stimuli such as...
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