Consumers’ Motivations to Shop in Shopping Malls: a Study of Indian Shoppers
The growth of India organized retail industry has changed the shopping behavior of the India consumers. Shopping today is much more than just buying- it is an experience itself. Consumers have various motivations to visit the shopping malls. In this study, an attempt was made to study the motivations that people go shopping in mall. A mall intercept survey was conducted to study the shopping motivation of India shoppers. This study identified three utilitarian (i.e., convenient shopping, economic shopping and achievement shopping) and six hedonic shopping motivations (i.e. shopping enjoyment, gratification shopping, idea shopping, shopping for aesthetic ambiance, roll shopping, and social shopping).
Vipul Patel and Mahendra Sharma (2009) ,"Consumers’ Motivations to Shop in Shopping Malls: a Study of Indian Shoppers", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 285-290.
Vipul Patel, Faculty in the area of Marketing, V.M.Patel Institute of Management, Ganpat University, Gujarat, India
Mahendra Sharma, Faculty in the area of Marketing, V.M.Patel Institute of Management, Ganpat University, Gujarat, India
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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