Growing Shopping Malls and Behavior of Urban Shoppers

EGADE Working Paper No. 2008-05-MKT

36 Pages Posted: 12 Nov 2008

See all articles by Dr. Rajagopal

Dr. Rajagopal

Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus

Date Written: November 10, 2008

Abstract

Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls.

Keywords: Shopping malls, traditional markets, sales promotion, market ambiance, leisure shopping, recreational services, retailing, market congestion, customer value, consumer behavior

JEL Classification: D12, L81, M31, R51

Suggested Citation

Rajagopal, Dr., Growing Shopping Malls and Behavior of Urban Shoppers (November 10, 2008). EGADE Working Paper No. 2008-05-MKT, Available at SSRN: https://ssrn.com/abstract=1299024 or http://dx.doi.org/10.2139/ssrn.1299024

Dr. Rajagopal (Contact Author)

Graduate School of Administration and Management (EGADE), Monterrey Institute of Technology and Higher Education (ITESM) - Mexico City Campus ( email )

222, Calle del Puente
Ejidos de Huipulco
Mexico City, DF 14380
Mexico

HOME PAGE: http://www.geocities.com/prof_rajagopal/homepage.html

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