A study on customer preferences at shopping malls in Kerala

The concept of shopping malls has been a success in Kerala. The customers visit a mall for not just shopping, but also for entertainment. The malls need to understand what the customer needs while visiting a mall. This study was aimed at finding the opinions of customers of malls in Kerala. The study was descriptive. The data was collected through questionnaire which had questions on expectations of customers and their opinions on performances of malls. Using the data, the gaps also were identified. A sample size of 200 was collected using systematic sampling. Chi-Square test is used for drawing inferences. The malls in Kerala are doing very well in parking, escalators, lifts, food courts, toilets, variety of brands and need to improve in quality of air conditioning and introducing supermarkets. The study revealed that the malls need provide more emphasis on entertainment.