SHOPPING MALL CULTURE IN TIER-2 CITIES: AN EXPLORATORY STUDY OF INFLUENCING FACTORS IN VIDARBHA REGION

Abstract

It has made shopping mall a culture which has changed the behaviour, shopping pattern and lifestyle of the shoppers in Tier-2 cities. This research paper analyzed the influencing factors which led to the emergence and acceptance of the Shopping Malls among consumer of the Vidarbha area. The study will try to uncover the factors that make consumers feel the urge to visit the shopping malls and the preferences they have about their shopping experience, entertainment facilities, brand stocks, convenience aspects, ambience, and digital services. The spread of malls into cities outside metro areas is a symptom of new trends in consumption, higher levels of disposable income and better performing urban infrastructure with rising aspirations of the middle class. The study is exploratory and aims at identifying the factors which are important in terms of patronage of the malls, and factors which make their consumers engage at tier-2 cities at Vidarbha. Primary data would be obtained from people visiting malls using a structured questionnaire; however, secondary data would be obtained from the existing books said and the retail studies. These findings will help in understanding the expectations of consumers, concerns and opportunities for organized retail development, of the mall developers in emerging urban markets. The findings will contribute to the evolving retail reality—the hyper-mobility of the stores—and the effects of shopping malls in the current context of consumer culture in Tier-2 cities.