Customer shopping experience in malls with entertainment centres in Chennai

The purpose of this paper is to assess customer shopping experience in malls with entertainment centres in Chennai. This research aims to explore the shopping experience of customers at malls with entertainment centres visit them due to the availability of large scale entertainment centres. The purpose of this paper is to provide an insight of the role of external and internal variables in influencing the choice of Mall and shopping behavior.

The data for study is from face-to-face mall intercepts of shoppers in two malls with entertainment centres (City Centre Mall and Express Avenue Mall of Chennai). The survey was conducted among 93 shoppers inclusive of both the shopping malls.

The analysis concludes that shopping centres with entertainment facilities play an increasing emphasis on customer visit in the malls. The results suggest that the shoppers consider theatre as an added advantage to visit the mall whether or not they visit the theatre. Also that the customers visit Apparel store the most followed by Food Services, leather stores, Fashion stores, Consumer service, Professional services, Electronic stores, Departmental stores, Home ware and so on.

The findings will help the owners of shopping malls to meet the needs of the visitors of shopping malls. It also serves as an encouragement of the store owners in shopping malls to cater to the needs of the shoppers.