Review of literature on effect of mall environment on shoppers’ behaviour

Abstract

In India, there appears to be a mushroom growth of malls in major metropolitan cities. These malls are busy with businesses run over to crores of rupees every day and weekends. These malls witness a heavy number of footfalls every day and are really giving customers a wide range of goods, services and offering customers rich and pleasurable shopping experience (Millan & Howard, 2006). This study attempts to provide an exhaustive review of prior theoretical literature of mall shopping behaviours. Moreover, today's customers are well informed and they make shopping, after considering various factors and, once they are satisfied that shopping gives them value for money, they visit to the mall fulfilling these criteria. Further, the customers are very young in age and the lifestyle and the behavior of these customers indicate that they place much importance to the mall environment while they go for shopping. He also sounded that good ambience, such as proper layout, appropriate display of merchandise, cleanliness, courteous response of the salesmen and accessibility to stores conveniently from all quarters, led to contribute to the successful story of any retail store. Hence, the present study has been made as an attempt to analyse the effect of mall environment on shoppers’ behaviour.