A STUDY ON CUSTOMER BEHAVIOURS TOWARDS SHOPPING MALL

Abstract

The study is carried out to understand the retail sector in Indian has seen a drastic transformation and rapid growth since the last decade. Till date it is being dominated by small and unorganized entrepreneurs like standalone stores, boutiques, traditional family business stores etc. However, with the growing global economic powers, new economic policies, FDI relaxations and unique marketing strategies the new kind of retailers like shopping malls tend to hook the consumers even in Tier II and Tier III towns. Organized retail sector is growing at rapid speed, more jobs are being created, town plans are getting modernized, and thus consumer behaviour too. While the transition is happening at global level in various forms, the shopping behaviour of consumers is also likely to change with the growing choices and trends. Shopping in malls has become a major leisure activity. In this scenario, the current study aims at analysing the purchasing behaviour of shopping mall customers in Chennai.