Customer Behaviour towards Shopping Malls – A Study in Bhavnagar (Gujarat State, India)

Advertising & Consumer Behaviour

The retail sector in Indian has seen a drastic transformation and rapid growth since the last decade. Till date it is being dominated by small and unorganized entrepreneurs like Khirana shops, standalone stores, boutiques, traditional family business stores etc. However, with the growing global economic powers, new economic policies, FDI relaxations and unique marketing strategies the new kind of retailers like shopping malls tend to hook the consumers even in Tier II and Tier III towns. Organized retail sector is growing at rapid speed, more jobs are being created, town plans are getting modernized, and thus the consumer behavior too. While the transition is happening at global level in various forms, the shopping behavior of consumer is also likely to change with the growing choices and trends. Shopping in malls has become a major leisure activity. In this scenario, the current study aims at analyzing the purchasing behavior of ‘shopping mall customers’ in Bhavnagar, Gujarat.

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