An exploratory research on entertainment facilities in Indian malls and its impact on shopping behaviour of consumers Online publication date: Mon, 27-Jun-2011
by Sapna Rakesh, Arpita Khare
International Journal of Business and Emerging Markets (IJBEM), Vol. 3, No. 3, 2011
Abstract: The organised retailing is poised to grow up to as many as 600 malls in the next few years in India. This exponential growth has created competition among mall operators and has redefined the nature of the shopping. For Indian families, shopping has become more of an emotional experience than habitual low involvement consumer behaviour. The purpose of the paper is to examine the impact of entertainment facilities in Indian malls on shopping behaviour. The findings suggest that entertainment facilities in malls contribute to drawing traffic to Indian malls.
Online publication date: Mon, 27-Jun-2011
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