"An analytical stody of the relationship between consomer's enjoyment and factors affecting the buying decision in shopping malls"

"This paper investigates the relationship between independent variables of shopping mall such as sales promotion of products and services, ambience of shopping mall, quality of products, service of sales people and food availability at shopping mall with dependent variable enjoy at shopping mall. This study attempts to explore the association exists between the variables involved, by tapping the responses of 500 respondents from the area of Lucknow. The major findings of the study demonstrated an overall weak association of the set of independent variables with the dependent variable but, the in-depth analysis found that ambience of shopping mall and quality of products are the only two variables that resulted into strong association with the enjoy at shopping mall. Multiple regression analysis has been performed to find out the strong relationship of variables for shopping mall with the dependent variable. It's true that people more often get attracted to ambience of shopping mall and quality of products displayed on store shelves."