Title: Image as a factor for enhancing shopping preferences in Indian malls

Authors: N.H. Mullick

Addresses: IIMT School of Management, Gurgaon-122001, Haryana, India

Abstract: This study understands the role of image in changing the preferences of customers towards a particular mall. Data for this study were collected from 750 respondents randomly selected from selected ten malls in NCR Delhi (India). All the findings indicate that there exists a unique combination of the desired shopping environment and product-price-promotion factors which enhances the image of the mall based on attitude towards retail prices, products, store layout and facilities through Likert-scale. While the average of both the factors as well as deviations found in the study was modest, the findings provided information in regards to the combination of store attributes and shopping orientations which results in changing the preferences of customers towards a particular mall. In light of existing literature, the implications of our findings for mall developers and managers are presented and the study's limitations and future research directions have also been addressed.

Keywords: shopping malls; brand; equity; shopping habits; mall image; India; shopping preferences; customer preferences; retail prices; products; store layout; store facilities.

DOI: 10.1504/MEJM.2014.060532

Middle East Journal of Management, 2014 Vol.1 No.3, pp.245 - 258

Received: 13 Aug 2013
Accepted: 13 Nov 2013
Published online: 17 Jun 2014 *

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