Growing Shopping Malls and Behavior of Urban Shoppers

Prof Rajagopal

No 2008-05-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls.

Keywords: Shopping malls; traditional markets; sales promotion; market ambiance; leisure shopping; recreational services; retailing; market congestion; customer value; consumer behavior (search for similar items in EconPapers)
JEL-codes: D12 L81 M31 R51 (search for similar items in EconPapers)
Date: 2009-03
New Economics Papers: this item is included in nep-geo, nep-mkt, nep-tur and nep-ure
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Citations: View citations in EconPapers (6)

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