A STUDY ON THE ATTRACTIVENESS DIMENSIONS OF SHOPPING MALLS – AN INDIAN PERSPECTIVE
Dr. Neelotpaul Banerjee

Abstract
In India with the rapid economic development, socio-cultural and demographic changes, the lifestyle and consumption behaviour of the consumers have changed. This has ushered in a plethora of opportunity for the retail sector. The frenetic pace of retail development has triggered the mushrooming of shopping malls across the country. The concept of shopping has changed from a necessity to an experience. The Indian Retail Sector is booming and the shopping malls are fast becoming shopping cum entertainment hotspots. Shopping malls have become a part of a shopper's hedonic purchase activity. This study is undertaken to identify the attractiveness dimensions of shopping malls in the Indian context. To conduct an empirical investigation a survey of 563 consumers was conducted, using a questionnaire. This study tried to attain the objective by applying the statistical technique of factor analysis and extracted nine important dimensions determining the attractiveness of shopping malls. The study revealed that shopping mall image is the most important attractiveness dimension of shopping mall to consumers in India.

Full Text: PDF