CB Final

CONSUMER BEHAVIOU
CES-3
INFLUENCE OF MALL CULTURE ON

CONSUMER BUYING BEHAVIOUR
SUBMITTED BY - ERP.ID Faculty Guide

 AASHRAY TOMAR - 0201BBA307
 DIVYEH - 0201BBA511
 AAYUSH ARORA - 0201BBA308
 CHARU - 0201BBA333
Made by –
AASHRAY
TOMAR
UNDERSTANDING MALL
CULTURE
 Mall culture has become a
big business, as they have
a large number of shops
selling various products
and giving services. As well
as we can find restaurants,
places of entertainment and
parking facilities in these
places. Every facility is
given in these places to
satisfy the customer.
UNDERSTANDING MALL CULTURE
Shopping malls are the centre of attraction in India for last couple
of decades. In short span mall culture created sensation iamong
the people such a way that everyone rushes to the mall in
weekends to shop and to relax. In other way mall have become
shopping centers and entertainment hub. Lavish building with
sufficient parking space, variety of segmented products to display
and to sell provides the experience of happy shopping. People visit
malls for shopping, window shopping, to taste delicious food, to
watch movies and to relax with their beloved.
UNDERSTANDING MALL CULTURE
Even malls effort to attract the weekend visitors through offers and
discounts, game, art and celebrity shows. Thus malls make the retail
shopping simple, easy and hassle-free. Malls have serious effort on
transforming the life and culture of people. Majority of people believe
that visiting and shopping in a mall is the matter of prestige. Many of
them alter the way they speak, behave, dress sense and language as they
come across elite group of the society. Cultural adaptation is taking
place. Prestige has prominent role in purchase decision making process
among these buyers. Hence the buying behaviour and purchase decision
making process are closely connected to the ambience of shopping
malls.
HOW MALLS ATTRACT CUSTOMER
Malls attract Corporate and business segment followed by students

Malls attract corporates and business group in a large scale. Students are the other
major mall visiting segment. Study found that, corporate and businessmen visit
mall as customers where students like to go for window shopping than purchasing.
Malls no more remain as an attraction only for higher end group of the
society
Study found that72% of the total respondents belong to an income group below 10
lakh rupee per annum. Around 50% these are belonging to an income group below
5 lakh rupee. It clearly shows that, in the present scenario malls have not remained
as an attraction of higher section of the society, they also attract common people in
large number.
HOW MALLS ATTRACT CUSTOMER
People visit malls for multiple reasons

Malls have become the centre of various activities such as fashion brands,
family enjoyment, games and entertainment shows, movie and food court.
However shopping remained the major reason for visiting the mall. 88% of
people visit the mall for shopping and entertainment. 50% of the respondents are
the frequent visitors mainly in the weekends.
People highly prefer casual and western wearing while visiting malls
Casuals and western is highly preferred by the mall visitors. Comfort is the
primary reason whereas esteem has become the other reason to wear these kinds
of dresses. 48% of the respondents wear Jeans. Many of the respondents believe
that, wearing the western dresses improves the image in a mall.
TRENDS IN CONSUMER BUYING BEHAVIOUR IN MALL
Middle class Indians have severed their love for customary stand– alone
Indian stores that have no cooling, sorted out stopping and other open manners.
Specialist’s state malls all through the nation are getting greater as they are
currently being situated as a one– stop– search for shopping, entertainment,
leisure and eating– out necessities as contrasting to a spot just to look for style /
luxury products. The quickly developing middle-class public, the rise in ladies
workforce and consumerism throughout the decade were the major powers in
driving interest in the retail area.
Retail segment in India is observing a huge change as traditional markets make

way for new formats such as departmental stores, hypermarkets, supermarkets
and specialty stores. This is due to the speedy urbanisation, increased family
income, a growing exposure to far-off lifestyles, increased aspiration of
consumers and the convenience of one-stop shopping. The mind-set of Indian
buyers has been changing in recent years. Buyers visit the shops not only to
purchase the product but also to experience the enjoyment, personal management
and also because of the shopping atmosphere. All these factors have created the
expansion of shopping centres where shopping, entertainment and good shopping
experience along with the multiple shops are available under one roof. Thus,
malls serve the purpose of giving quality time and place for entertainment,
socialization, pleasure and fun besides selling required products and services
The mall was originally conceived of as a community centre where people

would converge for shopping, cultural activity, and social interaction and one
can easily say that malls have succeeded in achieving the age-old purpose of
bringing them into existence. Thus, in today’s consumer culture “Mall” is the
centre of the Universe
CONSUMER MALL VISIT ANALYSIS
The study shows that

The maximum graduate qualification people visit malls frequently.
 The maximum young age people visit malls frequently.
 The majority of respondents belong to the income group 11000 –
20000 that is middle income group people.
 The majority of the respondents visit malls thrice in a month.
 The majority of the respondents spent 2hr – 2hr 30min time in a
mall.
CONSUMER MALL VISIT ANALYSIS
 The respondents preferred free gifts as well as discount offers in

malls.
 The majority of the respondents are going to the mall for their daily
necessity rather than pleasure.
 The majority of the respondents are coming to the mall to shop.
 The majority of the respondents are feeling satisfied .
CONCLUSION
The common tendency of people to adapt themselves into changing
surroundings. Shopping malls have become the soul of rapid
purchase-cultural change. Consumerism associated with high
strategic promotion attracts the people towards mall culture.
However the retailers are the major sufferers from this development.
Modern world accepted mall as a culture as it is witnessing a new
trend in purchasing behavior among the people. To conclude the
buying behaviour and purchase decision making process are closely
connected to the ambience of shopping malls.
CONCLUSION
As malls are attracting more consumers nowadays, it has become a
mode of cultural transformation. Mall management can conduct
many events to attract the public by cultural shows which help to
promote local culture. They can conduct weekly and monthly
cultural events so that they can attract many people as they prefer to
visit on a weekly and monthly basis.
THANK YOU

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CONSUMER BEHAVIOU

INFLUENCE OF MALL CULTURE ON

SUBMITTED BY - ERP.ID Faculty Guide

Malls attract Corporate and business segment followed by students

People visit malls for multiple reasons

Retail segment in India is observing a huge change as traditional markets make

The mall was originally conceived of as a community centre where people

The study shows that

 The respondents preferred free gifts as well as discount offers in

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