A Study on Consumer Awareness, Preference and Attitude towards Mall Culture with Reference to Coimbatore District

Abstract

The growth of integrated shopping malls, retail chains and multi-brand outlets is evidence of consumer behavior being favorable to the growing organized segment of the business. Space, ambience and convenience are beginning to play an important role in drawing customers. Malls, which are now anchored by large outlets such as Westside and Lifestyle and are resided by a lot of Indian and international brands, are also being seen as image benchmarks for communities. Various factors on which the Indian consumers base their choice of going to the shopping mall or the unorganized markets have been analyzed in this research. This study focuses on the shopping mall preferences of consumers, their attitude and the awareness about the existence of malls in the district. Survey method and convenient sampling had been adopted for collection of data. The major referrals are friends, and most consumers consider time as factor, major respondents are satisfied with the brands available.