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Coexistence and Conflicts between Shopping Malls and Street Markets in Growing Cities: Analysis of Shoppers’ Behavior

Prof Rajagopal

No 2010-03-MKT, Marketing Working Papers from Tecnológico de Monterrey, Campus Ciudad de México

Abstract: Street markets in developing countries constitute an integral part of the local economy as well as exhibit ethnic image of the habitat, which continues to function also in growing cities. The shopping malls have intercepted the traditional marketplace culture and are instrumental in shifting the consumer behavior in urban areas. This article discusses how consumers' decision-making styles shift towards shopping at malls as well as street markets in Mexico City. Based on exploratory data and using a theoretical model of consumer-decision making styles, this study addresses the causes and effects of coexistence of shopping malls and street markets. The results show that there are various economic and marketplace ambience related factors that affect the consumer decisiontowards shopping. The article concludes with specific suggestions for reducing conflicts and increasing cohesiveness towards the shopping behavior between shopping malls and street markets, and advancing strategic retailing strategies to establish the co-existence of contemporary and conventional market systems.

Keywords: Shopping malls; street markets; shopping behavior; urban marketplace; Mexico; market ambience (search for similar items in EconPapers)
JEL-codes: M31 O18 R12 (search for similar items in EconPapers)
Date: 2010-12
New Economics Papers: this item is included in nep-geo and nep-mkt
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