Youth and Mall Culture

Topics: Shopping mall, Retailing, Power centre Pages: 13 (4171 words) Published: October 18, 2012
1. Introduction
Shopping malls have taken the Indian scenario by surprise and the Indian youth are increasing attracted to the malls. It has grown at an incredible pace all across India, especially in the metropolitan cities. The earlier uncomfortable shopping process, under the scorching summer sun and sultry weather has now been put at ease. The few words that come to our mind when we hear the word “mall” are shopping, food, movies, entertainment and of course hanging out on a holiday – all under the same roof. People find a mall as the best place to visit and shop, and get free-entry to the air-conditioner interior during the summer heat; not to forget the different and delicious cuisines available in these multiplexes for all food enthusiasts. Indian youth consider it as a status symbol to be known as mall goers. Mall culture has proved to be having a great impact on Indian youth culture. It is indeed playing a major role in shaping the mindset and life style of youth in India. As a coin has two sides mall culture too has its pros and cons. It could affect and shape the character and lifestyle of youth in any direction. 2. The Focus of the Study

The focus of this study is to look at the impact of malls on Indian youth. The study tries to present both the negative and positive sides of the mall culture. It will also suggest a new way of being a mall goer 3. The Rationale and Relevance of the Study

All most all the young people across the metros in India are mall goers. My study among 30 young people between the ages of 15- 25 from different locations in the city of Bangalore would vouch for this fact. If all our metro youth are mall goers, it will definitely have some remarkable influence on them. How and to what extent are they influenced is something to be pondered over. And so it becomes very relevant to look at the mall culture that is spreading across the country and globe at an ever increasing speed.

4. Scope of the Study
The scope of this study envisages the following points, a) Situate the growth of malls in the Indian context, b) Deepen our understanding of the influence of mall culture on Indian youth, c) Become aware of the positive and negative sides of the mall culture, d) To suggest a new way of being a young mall goer. 5. Personal Interest in the Topic

This is one question I encountered even while conducting the research. Many young people wanted to know the reason behind my choosing this topic. I was always fascinated by the mighty shopping malls in Bangalore. Visiting some of the malls, I came to the realization that a vast majority of the mall goers are young people. I also found many of them just wandering around not interested in much shopping. If not for shopping why have they all come here was my question when I visited a mall for the first time. The question was not directed to the young people alone but a personal interrogation too for I too had not done any shopping. Then why am I here? Is shopping mall only for shopping? If not only for shopping why to use the adjective ‘shopping’? Is it not an outing spot too? There were many questions that disturbed my mind every time I stepped into a mall. If mall is a prime spot where young are found today, it will definitely have some influence on the young. I was concerned about this too; I wanted to know to what extent the malls influenced the young people.

1. Introduction
There have been some studies done on this current issue looking at it from different perspectives. However there is a felt dearth in scientifically valid data especially in the Indian scenario. This being a comparatively newer topic in India there aren’t yet any scientifically studied data available. All we have is some articles written by social analysts and journalists available on the internet. 2. What is a Mall?

Chakresh Mishra in his article “Mall Culture in India: Features” defines a shopping mall. “A...
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