Impact of Promotional Activities at Mall and Consumer Behaviour
“The Impact of Promotional Activites on Consumers Buying Behaviour at Shopping Malls”
Chapter 1
INTRODUCTION:-
A ''shopping mall''' or '''shopping centre''' is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. The population is moving towards the middle class or upper middle class this is resulting in the higher disposable income.
A shopping center enclosed within a large structure; often two or three stories high, often designed around a central atrium; may have numerous stores, as well as entertainment facilities such as movie theaters, fast-food outlets, restaurants, and public areas. A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version of the traditional marketplace.
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In India there are three categories of malls- value malls(e.g. BigBazar), value cum-lifestyle mall (e.g. pantaloon) and Lifestyle malls(e.g. Treasure island).There are five malls in indore city. These are treasure island, central mall, C21 mall, Malhar mega mall, Mangal city etc. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught. Market research is an efficiency tool in the hands of a marketer that helps him to take changes taking place in the market. Shopping malls are operating in an increasingly competitive environment characterized by over capacity and declining customers (where the promotional activities of
Chapter 1
INTRODUCTION:-
A ''shopping mall''' or '''shopping centre''' is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. The population is moving towards the middle class or upper middle class this is resulting in the higher disposable income.
A shopping center enclosed within a large structure; often two or three stories high, often designed around a central atrium; may have numerous stores, as well as entertainment facilities such as movie theaters, fast-food outlets, restaurants, and public areas. A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area — a modern, indoor version of the traditional marketplace.
[pic]
In India there are three categories of malls- value malls(e.g. BigBazar), value cum-lifestyle mall (e.g. pantaloon) and Lifestyle malls(e.g. Treasure island).There are five malls in indore city. These are treasure island, central mall, C21 mall, Malhar mega mall, Mangal city etc. In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught. Market research is an efficiency tool in the hands of a marketer that helps him to take changes taking place in the market. Shopping malls are operating in an increasingly competitive environment characterized by over capacity and declining customers (where the promotional activities of
Bibliography: Marandi, E., Little,E., Sehkon, Y., 2006. The Impact of Personal Value on Perception of Service Provider Empathy and Coustomer Loyalty. The Bussiness review, Cambridge.5(2).339-344.