A study on the effect of shopping malls on small retailers in India with special reference to Ghaziabad district

In the present study equal numbers of consumer respondents have been taken from each age group for the analysis of primary data, majority of the respondents 40.8% educated up to secondary level where as 27.5% respondents are under graduates and 16.2% respondents are educated up to primary level and only 15.5% respondents are post graduates. It is observed in the present study that majority of respondents 33% consumer respondents preferred the price, 26% preferred performance and 21% preferred social status and rest 20% preferred family satisfaction as effective buying motive for product. Impact of promotional offers on the buying decision indicates that 48% consumer respondents preferred the yes, 30% consumer respondents the no and rest 22% consumer respondents chose indifferent. Impact of promotional strategies indicates that 56% consumer respondents preferred the cash discount, 31% consumer respondents preferred the free gifts and the rest 13% consumer respondents choose free services as effective promotional strategy.