Study of the mall and shopper attributes as antecedents of mall shopping behaviour

Abstract

According to Indian Brand equity Foundation (IBEF, 2017), the Indian retail industry has emerged as one of the most dynamic and fast-paced industries. It accounts for over 10 per cent of the country’s Gross Domestic Product (GDP) and around 8 per cent of the employment. India is the world’s fifth-largest global destination in the retail space. India’s retail market is expected to grow at a Compound Annual Growth Rate (CAGR) of 10 per cent to US$ 1.6 trillion by 2026 from US$ 641 billion in 2016. While the overall retail market is expected to grow at 12 per cent per annum, modern trade would expand twice as fast at 20 per cent per annum and traditional trade at 10 per cent. By 2018, the Indian retail sector is likely to grow at a CAGR of 13 per cent to reach US$ 950 billion. These escalating consumer trends have led to retail trade growth and has caught the attention of academicians, corporate & researchers towards Indian retailing and consumer behavior. The present research entails three stages. Firstly, the research tries to identify the specific mall attributes and shopper attributes that influence shopping and patronage behavior. Secondly, the research aims to discover the impact of the above mentioned attributes on shopping behavior in terms of frequency of visit, time spent in shopping mall and amount spent on per visit. Thirdly, the study examines the impact of shopping behavior on patronage behavior. Study result shows that various attributes (e.g., Age, utility motives,) are strongly related to amount spent in mall. Whereas others (e.g., Gender, hedonic motives and mall attributes,) are related to frequency of visit and time spend in mall. Shopping behavior: Frequency of visit and time spent in the shopping mall has positive relationship with the patronage behavior.