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org (E-ISSN 2348-1269, P- ISSN 2349-5138)

IMPACT OF SHOPPING PATTERN ON MALL

CONSUMERS ATTITUDE
A Study With Reference To Chennai City

K.Girija, Dr.G.Ravi,
Research Scholar, Research Supervisor & Guide,
P.G. & Research Department of Commerce, Assistant Professor,
Presidency College, P.G. & Research Department of Commerce,
Chennai -600005, India. Presidency College,
Chennai -600005, India.

INTRODUCTION

Till few years back, people had to buy different things at different places. Now-a-days, shopping becomes
a routine part of people’s life. With the advent of malls, irrespective of whatever consumer wish to buy,
just visit a nearby mall and they will find everything available at their fingertips. A growing middle class
with higher disposable incomes is one of the heading for the impact of shopping pattern on malls in droves
groceries and vegetables to footwear, clothes, cosmetics, furnishings and electrical items. A current fashion
of consumer’s shopping pattern is with full of enjoyment, ambience, convenience, and entertainment
activities while comfortable shopping with their family members or friends. With everything available in
one roof place is a Shopping Mall signifies an Indian consumer’s attitude is on brand, quality and variety of
products at cheap rate/discounts.

The feelings, emotions and intention to buy will constitute the potential act of mall consumer’s positive
attitude on shopping pattern. Modernity, service quality, purchase convenience, selection freedom,
company name familiarity, information abundance, multiform and safety are some characteristics impact
attitude of mall consumers on shopping pattern (Leon G.Schiffman,

Leslie Lazar Kanuk).

The direct experience of learning is formed an impact of shopping pattern attitude and it is motivated a
mall consumer attitude may occurred by the predispositions of them. They make trial mall shopping pattern

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from the traditional pattern with personal involvement and if they satisfy they are likely to develop a
favourable attitude.

LITERATURE REVIEW

A study to identify the emerging factors affecting the buying behavior and purchasing pattern of consumer
towards retailers, to evaluate those factors in beneficial way for organized and unorganized retail and the
responsive behavior of consumer towards the Big Bazaar (Medha Kanetkar 2013).
From the case studies that have been carried out in this thesis research, it was rather obvious that the
Context & Design of the shopping malls, Circulation in the shopping malls, Recreational facilities provided
in the shopping malls, Parking in the shopping malls affect the comfort of the malls’ patrons and workers
and also how they relate with the mall (Kamau Erastus Ndungu 2008).

Conducted an empirical investigation to, determine the factors influencing the consumers’ decision-making
process in the selection of shopping centres and the impact of the internal and external environment on the
consumers’ choice of shopping centres. The study also identifies the purpose for which consumers visit the
various shopping centres and determines the extent of consumers satisfaction with the various shopping
centres, also assessing the extent to which consumers’ choice and patronage behaviour impacts on the
shopping centres’ marketing strategies to meet consumer’s needs and the extent to which private
transportation impacts on patronage of shopping centres. It also analyses the extent to which one-stop
shopping centres with efficient service contribute to positive family experiences and the extent to which
males and females prefer various facilities within the shopping centre (Kasthuri Poovalingam Suleman
Docrat2011).
A study to understand the purchase pattern, level of satisfaction, future expectation among customers while
determining how customers rate product quality & the value for money they get by purchasing shopping
centres (Shivakumar R. Sharma 2012).
Examined that the effect of five dimensions of service quality namely, reliability, tangibility, assurance,
empathy, and responsiveness on customer satisfaction and loyalty (Singh.A.P., Satendra Thakur2012).
This paper will contribute by; investigating the dominant famous customer decision making style in Indian
context, it will help to clarify the relationship between each decision style category and convenience and
empirical evidence will enrich the literature Specifically it is intended to study the consumer behaviour
trends, review the major studies of consumer behaviour towards shopping malls, the socio-economic
conditions in shopping malls pattern, and to suggest suitable measures for adapting better practices in

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marketing Observed that to identify the various factors that affect to the shoppers while shopping at the
mall and also to provide managerial implications to improve performance of shopping mall consumer
goods through malls (Ajay Rathan Duggi, 2014).

A study to understand buying behaviour of consumers in the marketplace; on what, why, when, where,
how and how often a consumer buys and also profiling the consumption and deposal patterns (7
Kekhrietshunuo Kire,2014).
Study to understand changing customer behavior towards emerging shopping malls today in this context;
to measure and compare the attitude and perception of shoppers towards the malls of Indore, to understand
consumer decision making process towards one stop shop, to understand the Consumption pattern of
Indian consumers from traditional (kirana stores) to organized retail store (mall culture) and to understand
the different variables / factors influencing consumer behaviour (Rajendra Singh Waghela, Viranchi Vyas
).

Conducted a comparative study of the factors affecting the buying behavior of the customers while visiting
big retail malls or conventional stores, the level of satisfaction of the customers with the offerings and
attributes offered to them and the stimuli that attract a prospective buyer towards a retail store or a
supermarket (Dipin Mathur,Apeksha Jain,Manoj Kumar Sharma2013).
Analysed the mature consumers’ impression of the mall including their most and least favorite aspects of
the mall while also examining mature consumers’ mall shopping behavior measured by frequency, the
length of a typical shopping trip, average expenditures, and types of stores most visited and assessed
selected mall attributes namely convenience, choice, crowds, ambiance, parking, and hedonic shopping
orientation that may affect mature consumers’ mall shopping behaviors (Haiyan Hu and Cynthia R.
Jasper2007).

GAPS IN THE LITERATURE

The meticulous reviews on consumer attitude indicated that several studies argued the factors influencing
mall consumer attitude alone. But they did not address the issue of demographic background and its
subsequent impact on mall consumer’s attitude. Therefore, the present study completely deals with the
impact of shopping pattern on mall consumer’s attitude.

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OBJECTIVES OF THE STUDY

1. To measure the impact of shopping pattern

of mall consumers.
2. To study mall consumer attitude patterns
of shopping.
3. To identify shopping patterns with their
attitude.

METHODOLOGY

This study is based on both primary and secondary data is collected from the mall consumers through a
structural questionnaire. The questionnaire consists of optional type questions and statement in Yes or No.

Total the questionnaire consists of two parts namely demographic and purchase details and shopping
pattern and mall consumer attitude.

Sample design

The researcher adopted convenience sampling method to collect the respondents from the mall consumers.
The researcher supplied the questionnaire in the top 5 popular malls in Chennai city. Totally the researcher
circulated 250 questionnaire and able to receive 230 in a usable condition.

Data analysis

After collecting in the responses from the mall consumer the data are systematically tabulate for the
analysis purpose. The researcher used the factor analysis and linear multiple regression analysis for
analyzing the data to meet the objectives.

ANALYSIS AND DISCUSSIONS

In order to identify the influence of purchase pattern of mall consumers on their attitude is shortly
estimated Leaner Regression Analysis. The purchase pattern of mall consumers is ascertained to 22
variables such as Appropriate layout, Convenient lounge, Internet cafes, Food court, Library, Parking lot
shuttle service, Movers, Night club, Multiplex, Multiplex, Doctors clinic/dispensary, Spas, Banks, Physical
fitness centres, , Big TV screens, Facilities for disabled persons, Concierges points, Pet attendant centre,
Lockers, ATM machines, Health center/gymnasium, Wi-Fi Internet connectivity, Pick up and drop facility.

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These variables are considered as independent variables and attitude of mall consumers is considered as
dependant factor. This scenario demands the usage of Linear Multiple Regression Analysis. The tables
clearly presented below.

Table 1

Model Summary

Adjusted R Std. Error of the

Model R R Square Square Estimate

1 .268a .072 .038 .64507

a. Predictors: (Constant), Pick up and drop facility, Wi-Fi
Internet connectivity, Appropriate layout, Night club,
Parking lot shuttle service, Physical fitness centres,
Facilities for disabled persons, Multiplex, Internet cafes,
Big TV screens, Library, ATM machines, Pet attendant
centre, Banks, Concierges points, Convenient lounge,
Health center/gymnasium, Spas, Food court, Doctors
clinic/dispensary, Movers, Lockers. From the above table
it is found that R 2=.072, adjusted R2 =.0268. It implies
the dependent variables altogether cerate 7.2 variance
over the attitude of mall consumers.
The relationship between independent variables and
dependent factor is identified and verified in the following
ANOVA table.
Table 2

ANOVAa

Model Sum of Squares df Mean Square F Sig.

1 Regression 19.223 22 .874 2.100 .002b

Residual 247.586 595 .416

Total 266.809 617

a. Dependent Variable: attitude

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b. Predictors: (Constant), Pick up and drop facility, Wi-Fi Internet connectivity,

Appropriate layout, Night club, Parking lot shuttle service, Physical fitness
centres, Facilities for disabled persons, Multiplex, Internet cafes, Big TV
screens, Library, ATM machines, Pet attendant centre, Banks, Concierges
points, Convenient lounge, Health center/gymnasium, Spas, Food court,
Doctors clinic/dispensary, Movers, Lockers. From the above table it is found
that F=2.100, P=.002 are statistically significant at 5% level. Therefore, it can
be concluded that purchase details of mall consumers have their attitudinal
change.
The following table gives individual influence of purchase details of mall
consumers among their attitude.

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Table 3

Coefficientsa

Standardized
Unstandardized Coefficients Coefficients

Model B Std. Error Beta t Sig.

1 (Constant) 3.470 .116 29.958 .000

Appropriate layout .030 .058 .021 .511 .610

Convenient lounge -.107 .065 -.076 -1.645 .100

Internet cafes -.057 .064 -.039 -.891 .374

Food court .286 .095 .143 2.999 .003

Library .108 .063 .081 1.700 .090

Parking lot shuttle service .015 .067 .011 .227 .821

Movers .048 .067 .034 .709 .478

Night club .022 .061 .015 .357 .722

Multiplex -.032 .071 -.021 -.452 .651

Doctors clinic/dispensary -.100 .066 -.076 -1.529 .127

Spas .153 .068 .106 2.246 .025

Banks -.012 .061 -.009 -.189 .850

Physical fitness centres .040 .064 .029 .621 .535

Big TV screens .045 .076 .026 .593 .553

Facilities for disabled persons .019 .070 .013 .267 .789

Concierges points -.009 .068 -.006 -.135 .892

Pet attendant centre -.024 .063 -.018 -.382 .703

Lockers .073 .067 .055 1.091 .276

ATM machines .072 .085 .038 .845 .398

Health center/gymnasium .046 .066 .032 .690 .491

Wi-Fi Internet connectivity .054 .080 .028 .672 .502

Pick up and drop facility -.044 .054 -.036 -.823 .411

a. Dependent Variable: attitude

From the above table the food court variable and Spas variable are highly significant in changing the
attitude of mall consumers.

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FINDINGS AND CONCULSIONS

The results shows that demographic background and consumer purchase details of mall consumers are inter
related with each of them. The researcher concludes in their study that the two main variables such as food
court and spas are consumer attitude identified and directly determined by the impact of shopping pattern
of mall consumers. Mall consumer attitude may also change and signifies the variables of library, lockers,
ATM machines and Wi-Fi internet connectivity.

REFERENCES

Leon G.Schiffman, Leslie Lazar Kanuk, “Consumer Behavior” 2009/Pearson Education, Inc.

MedhaKanetkar (2013) “ A Study of impact and effects on consumers of organized retailing in India”,
Proceeding of the International Conference on Social Science Research, ICSSR 2013 (e-ISBN 978-967-
11768-1-8). Penang, MALAYSIA. Organized by World Conferences.net, pp.186-201.

Kamau Erastus Ndungu (2008) “Factors That Influence the Success of Shopping Malls: A Case of
Nairobi”,B02/0332/2008.

KasthuriPoovalingam and SulemanDocrat(2011)” Consumer Decision-makingin the selection of Shopping

Centres around Durban”, Alteration 18.1 (2011) pp.215-251.

Shivakumar R. Sharma” Customer Attitude towards Shopping Malls in Mumbai”, International Journal of
Trade and Commerce-IIARTC July-December 2012, Volume 1, No. 2, pp. 269-280.

Singh .A.P., Satendra Thakur(2012)” Impact of service quality on customer satisfaction and loyalty: In the
context of retail outlets in DB City shopping mall Bhopal”, International Journal of Management Research
review , Vol. 2 ,Issue 2, Article No-12 pp.334-344.

Ajay RathanDuggi (2014) “Consumer purchasing decision making styles: An empirical study in shopping
malls of greater Visakhapatnam”, International Journal of Sales, Retailing and Marketing, Vol. 3 , No. 4,
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KekhrietshunijoKire (2014) “Understanding Consumer Behaviour towards Shopping Malls in Chennai” ,

Eduved International Journal of Interdisciplinary Research 2349-5480 , Vol.1,Issue 8, pp.1-4.

Rajendra Singh Waghela,ViranchiVyas “ Innovative Management – An Overview on Customer Behaviour

towards emerging shopping malls(with special refrence to shopping malls of Indore city) “ AltiusShodh,
Journal of Management and Commerce ISSN 2348 – 8891.

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DipinMathur, Apeksha Jain, Manoj Kumar Sharma (2013)” Analysis Of Factors Influencing Consumer
Buying Behaviour In Modern As Well As Conventional Retail stores”, International Journal of innovative
research & development ,Vol.2, Issue 6., pp.409-415.

Haiyan Hu and Cynthia R. Jasper (2007)” A Qualitative Study of Mall Shopping Behaviors of Mature
Consumers”, Journal of Shopping Center Research 14, 1, pp. 17-38.

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