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Shopping Malls and Consumerism
Purpose of Consumption:
Basic needs (Food, Clothes etc)
Consuming for the will of consumption (Luxuries)
Different Ways of Consumption
Impact on Consumerism Patterns of Indian Society
-> Media (Television, Internet)
-> Availability of Goods
-> New ways of Consumption
Temple of Consumerism (allocation of goods)
“Modern” way of Consumption (Western)
Consuming for the will of consumption
Luxuries/ Shopping Experience
o Comfort , luxury , satisfaction and happy shopping
o All under one place
o Choice of quality and quantity
o Established and wannable brands available
Eating and Hanging out with friends
Escape / relaxation
Shopping criteria of a particular customer depends on
Activities like food festivals , handicraft exhibitions
and celebrity visits
Shopping cards – special privileges
Ambience management – includes parks , fountains ,
decoration (specially during festivals or events)
Goods for different buying habits
Limited to metro cities
Lose of personal touch with shop owners
Unplanned Expenditure – customer see more they ask
Prices – feeling that the prices are highly inflatedlimited bargain
Time Convenience – schedule every visit –consumes
Brand experiences and perceptions are developed
over time through a variety of sources, including
Previous experience with the brand
• Interactions with sales, customer service, and
• Recommendations from friends and colleagues
• Reviews by reputable sources
Parking facility is much
Categorization of shops
High quality products
Better social and friendly
Poor parking facility
Only shopping can be
Most of the people who visit mall are upper middle class
and high class
Mostly respondents go for shopping purposes in shopping malls.
38% respondents go for having a fun in shopping malls.
Window Shopping is also one big factor of attraction towards shopping malls.
Mostly respondents used to go fortnightly to shopping malls.
30% respondents used to go weekly for various purposes to shopping
Only 10% people go daily at shopping malls.
According to respondents all less than one room concept was the main motivator
factor behind the success
of shopping mall.
Second preference choice was availability of branded Item.
Trend and Fashion
All under one room
Weekend Rush was the main problem for a normal customer.
16% respondents were not happy with the Parking Facility at Shopping malls.
Customer said that when they think about Shopping Mall they think about price.
Out of 30 customer 20
customer have told this while 10 customers said that they think about quality.
What kind of items you like to buy from mall?
Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age
The reason being college students and families.
50 & over
Mostly customers prefer SHOW ROOMS AND SHOPPING MALLS for
Local Markets are mostly used for shopping that includes MOM & DAD’s
LEVIS’ AND PANTALOONS
MULTIPLE PURPOSES OF
WINDOW SHOPPING VERY
COMMON—ABOUT 70 %
• DIOR AND BURBERRY ($500)
• PURPOSE OF VISIT MAINLY
HV A FOOD COURT INSTEAD
HAS PROPER DINE-IN
Other parameters for comparison
• English-speaking as a must for employees—to
cater to foreign customers
• Foot fall more in ambience.
• Assisted shopping provided in most of the
shops in Emporio.
• Emporio more exclusive to upper classes
whereas Ambience is more accessible to the
• comparative study of consumers buying
behaviour in retail mall—important factor for
marketing of goods.
• Suggests how individual, groups and organization
select, buy, use and dispose of
goods, services, ideas or experience to satisfy
there needs and wants. It also clues for improving
or introducing products or services, setting
price, devising channels etc.
• Helped realize the class difference through the