Buying behavior factors of young consumers’ in shopping mall - A study in north 24 parganas district in west bengal

Retailers across the world have always been trying to provide best services and environment to their customers which have led to the advancements of mall even in the semi-rural area. With the better environment and services, it is attracting more customers than the normal traditional retailing. Shopping in India has witnessed huge revolution with the change in the customer behaviour and the whole format of shopping is also rapidly changing. The objective of this research is to find out the variables or factors which affects the consumers shopping behaviour or attract them towards the shopping malls that relates to the structure, ambiance, environment and building of shopping malls in Barasat. Total 110 data have been considered for the study using random sampling techniques. Ch-square and factor analysis have been used for the analysis of the data. The result of the research indicates that there is a significant association between different groups of respondents with the buying intention towards shopping malls. From the factor analysis, it seems that there are few factors like atmosphere, price and comfortably in the store have an impact of buying motive of the customer here. Company image, payment system and store aesthetics are the few factors have a role in developing the buying attitude of the young consumers’ towards shopping malls in this area.