A study on influencing factors of Shoppers’ behaviour towards malls with reference to Chennai

Retail space in Chennai is growing vividly, in terms of shopping centres. Eventually, the both malls and retailers in malls are to draw more shoppers to their shopping mall and share their growth strategy, together. Malls must differentiate themselves by building strong patronage which helps for their survival among the competitors. By understanding better about the demographic segment, marketers and retailers can be capable to satisfy their desires and demands. In this context, the research has attempted to study the shoppers’ behaviour in malls in Chennai. This study provides significant insights about the nature and type of shopping motives that drive shoppers to shop in malls. In fact, understanding factors influencing shopper behaviour certainly helps marketers to design more effective and efficient strategies.