Consumers' Motivations to Shop in Shopping Malls

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Do the people from urban area and rural area differ in their motivation to shop inshopping malls?Nine motivations factors consumers go for shopping were identified in this study. Thestudy revealed that consumers go for shopping not only to purchase the products orservices but also for fun. As organized retailing develops in India, it is important tomanagers of shopping malls to know about the motivations consumes go for shopping inmalls. This study may help them to know their consumers and help them to craft themarketing strategy as per the demand of the consumers. Research on Indian mallshoppers' behaviour and their implications for retail management is still at its early stage.We hope that the present study will serve as a start helping to draw more attentions to thisimportant aspect of retail management.

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19Hair, J.F., Anderson, R.E., Tatham, R.L. & Black, W.C. (2003), Multivariate DataAnalysis, Pearson