A Study on Consumer Behaviour Towards Various Shopping Malls In Salem City, Tamilnadu
S.Vijayalakshmi and N. Bharathi
Assistant Professor of Commerce Padmavani Arts and Science College for Women,
Shopping in India has witnessed a revolution with the change in consumer behavior and the whole format of shopping is also altering. The phenomenon called shopping centre or shopping mall is rocking India-metros and now even the smaller towns are buzzing with the mall mania. Modern retail format i.e. shopping malls are characterized by professionally managed large format stores, providing goods and services that appeal to consumers, in an ambience that is conducive for shopping. The recent surge in the growth of shopping malls is changing the way people shop. Today consumers look for facilities like cost, comfort, convenience, in-house parking, entertainment, coffee shops, food courts and children play area when they step into the malls and they demand the best of everything. It’s not about shopping, dining or watching a movie, it’s an experience in itself, a lifestyle activity, and providing this experience is what these malls are building up as their unique selling proposition.
