Impact of gender on mall shopping in India

This study explores mall-shopping habits in India and attempts to identify and contrast possible differences between genders using a sample of 770 mall consumers across Mumbai and Navi Mumbai. The primary purpose of the study was to explore the possibility that there are gender differences in mall shopping attitude and behavior. The study indicates that, overall, women have a more positive attitude towards mall shopping. Though female respondents spend more time at the mall than the male respondents, there is no significant difference between male and female shoppers regarding frequency of visiting a mall and spending money at the mall. Malls seem to be popular destinations to purchase clothes, footwear and accessories for both men and women. Footwear and accessories also seem to be popular purchases. But there is no significant difference between male and female shoppers regarding spending more frequently on clothes and fashion. But the identification of both in terms of their attitude and shopping orientation dimensions can assist malls in designing promotional themes and the demographic characteristics can facilitate the selection of media vehicles.