A Study on Consumers Motivation Towards Malls in Tamil Nadu

Rapid progress in retailing industry has led to growth of shopping malls, particularly in the large cities of India. Shopping malls are the places these days where people spend their time to shop and relax. With the changing tastes and preferences of customers, shopping malls extend a modern retail across metros, cities and towns. Shopping Mall culture is impacted as a significant change in the life style of Indians, as shopping is no longer an activity of buying things but also viewed as a status symbol and a one-stop retail solution. The metropolitan population is witnessing exponential growth of malls and new malls are to come up in the city as they attract customers with comfort, entertainment, fashion, food court, window shopping, multi-brand portfolio, quality, mall essence, convenience, attractiveness and luxury. In this economical and business scenario, it is essential to understand the preferences of customers and the detriments to visit shopping malls. Purpose of the study is to understand the consumers’ behaviour either dormant or expressive which is very vital for the retailers, sellers, and the market or business as whole. The sample consists of 1621 respondents for analysis. The data was collected from the visitors of malls at Chennai and Bangalore, during the period March 2016 to December 2016. The study revealed visiting habit to the shopping mall and its positive imprecations on the business. The findings summarize that majority of the customers visit the shopping mall with multiple purposes.