Study of “store/mall environment’ as a factor for shopping

The study investigates whether store/mall environment is perceived as an important shopping factor. The study is done in shopping malls in metro cities of Maharashtra. Primary data was collected using a structured questionnaire and four age groups. Secondary information was obtained from prominent journals in retailing and consumer behaviour. The results indicate that customers perceive environment as an important shopping factor. The results did not show any difference of opinion amongst age group and gender. The study has important implications on retailers as store/mall environment contributes to enhancing the shopping experience.