Title: Mall factors and self-congruence: moderating role of demographics

Authors: Arpita Khare

Addresses: Indian Institute of Management-Rohtak, MDU Campus, Haryana, Rohtak, India

Abstract: Consumers' perception about their self-guides their purchase and consumption behaviours. Self-congruity theory has been applied to understand consumers' retail store choice and patronage behaviour. Consumers' image about malls is influenced by assortment mix, services, layout, type of stores, and entertainment facilities. The purpose of current research is to understand influence of self-congruence on Indian consumers' preference for malls. The moderating role of demographic factors was studied. The findings postulate that household income and age moderate mall-self-congruence. The self-congruence theory can be applied for positioning malls according to different clientele patronising them.

Keywords: shopping malls; India; self-congruence; pleasure; confusion; shopping centres; consumer perceptions; purchase behaviour; consumption behaviour; retail stores; store choice; patronage behaviour; mall image; assortment mix services; layout; store types; entertainment facilities; consumer preference; demographics; household income; age.

DOI: 10.1504/IJBCG.2015.075272

International Journal of Business Competition and Growth, 2015 Vol.4 No.3/4, pp.117 - 134

Received: 10 Jun 2015
Accepted: 09 Jul 2015
Published online: 09 Mar 2016 *

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