CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS-
COMPARATIVE STUDY FROM THE PERSPECTIVES OF URBAN AND
RURAL COSUMERS.
Arya Soman
Arya Soman: Faculty, Deprtment Of Commerce, BJ CSI Arts And Science College,
Mulayara, Thiruvananthapuram.
Arya Soman , Consumers Buying Behaviour On Shopping At Malls-
Comparative Study From The Perspectives Of Urban And Rural Cosumers. ,
Palarch’s Journal Of Archaeology Of Egypt/Egyptology 18(7). ISSN 1567-214x.
Key words: Buying behavior, consumers, shopping behavior and shopping at
malls.
ABSTRACT:
A comprehensive understanding of consumer behaviour is essential to the long- run success of
any marketing program. It is seen as a one of the major component of the marketing concept.
The availability of the products\ services at the shopping malls acts as an information to the
buyer. Shopping malls acts as a key source of information to the consumers. Consumers are
frequently researched due to the fact that the choices related to their purchases are considerably
influenced by their behavioral patterns or unique activities at the market place. Shopping malls
acts as a bridge between the consumers and the retailers to categorize the various assortments
and also to target the profitable consumers. The perception of the consumers will form a
substantial influence factor in determining the choices of wide ranging products/services offered
by the shopping malls.
INTRODUCTION:
A shopping mall is a huge building or group of buildings that contain various stores and
other business establishments (or) solely sells various products / brands in retailing mode. If it is
a collection of multiple stores, they are connected by walkways so that consumers can easily
walk and shop between the stores. Malls can be built in an enclosed or in an open-air format.
However, in India most of the leading shopping malls are with a primary motto of acting like
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
‘One Stop Shop’ that provides all most all the required products and brands right from grocery,
lifestyle products to durables like furniture under one roof. Customers will be obviously happy if
they get what they want conveniently in one location.
The mall was originally conceived of as a community center where people would
converge for shopping, cultural activity, and social interaction. And one can easily say that malls
have succeeded in achieving the age old purpose of bringing them into existence. Thus, in
today’s consumer culture “Mall” is the center of the Universe. Shopping “per se”, can be done
even in e-commerce websites. As a matter of fact, the various online product stores are offering
products and services at higher discounted prices and delivering the products at door steps
conveniently. However people still crave for a common locality to gather, socialize, connect, and
engage. In India, either metros or small towns, for majority of people, shopping is a shared
experience with family, friends and known people. For teenagers, malls are becoming best opted
place to hang around. Shopping malls are being developed with a concept of providing a space
for “activity centers” in the social fabric of communities giving higher prominence to culture and
consciousness.
Physical visibility and feel of the product is another key experience that any mall can
provide to the customer. Special ambiences, Air conditioning facilities, scope for window
shopping, food courts, entertainment like movie theatres, game zones etc in shopping malls are
added boosters for customers to opt for malls. Thus, malls serve the purpose of giving quality
time and place for entertainment, socialization, pleasure and fun besides selling required
products and services. Small town consumers are no exception for this kind of combo offerings.
Whatever might be the concept they come with, consumers of urban or small town wants
shopping malls to provide a “Onestop Shop” for retail as well as entertainment which they can’t
get through online shopping or any Khirana shops.
It is of no doubt that shopping malls – the so called organized retailers have gone beyond
metros and mushrooming even in to small towns of India giving the small town and rural
consumers a special tang of shopping culture. Mostly the district headquarters are easy targets
for developing shopping complex infrastructures and brand promotional activities. All most all
the district headquarters are booming and are prospective center hubs for various fields like trade
and commerce, education, health sector, entertainment sectors like cinema halls, cultural centers
etc. Establishing organized shopping malls would not be a big challenge under such potential
circumstances and vicinity. This study focused on factors which are influencing consumer
attitude towards shopping in malls in Trivandrum district.
LITERATURE REVIEW:
Shekar et al., (2016) studied the overall customer satisfaction, response of customers
with regard to the availability and quality of products and services offered at shopping malls and
the comfort level of the respondents towards shopping in the shopping malls.
On the other hand, Kanoga et al (2015) investigated the effect of place mix dimension on
performance of shopping malls in the Kenyan context.
Sohail (2015), in his empirical research study compared men and women for differences
in mall shopping. Based on a survey of 513 shoppers across Saudi Arabia ,the study suggest that
factors such as value perceptions, lifestyles and shopping orientation differ across genders and
have a significant impact on mall patronage.
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
Rousseau, G.G., & Venter, D.J.L. (2014) argues that retailers often give high priority to
other market segments while ignoring the mature consumers, because they perceive that they
have limited purchasing power. But the study concluded that mature mall shoppers have specific
needs and preferences.
Another crucial study by Taushif and Gupta (2013), attempted to investigate the
relationship of various factors, with impulse buying tendency of consumers in the Delhi region
also concluded that same.
On the other hand, research study carried out by Yaaminidevi (2013) in Madurai city,
Tamilnadu with a sample of 100 respondents focused on Facility Management like ambience,
infrastructure and traffic were analyzed particularly. She suggested that malls not only cater to
the product needs of the customers, but also a source of entertainment.
Madhavi and Leelavati (2013) studied the impact of visual merchandising on consumer
1695ehavior, especially towards women apparel. The study concluded that retailers can help
customers to find the right products and enhance desirability of products through focused
merchandising, intelligent store design and layout, and other visual.
Sharma (2012) research carried in Mumbai also assessed the overall customer
satisfaction. The researcher analyzed the response of customers with regard to the availability
and quality of products and services offered at shopping malls and the comfort level of the
respondents towards shopping in the shopping malls.
Wijnen et al., (2011) analyzed how shopping centre attributes can be adapted to culture
related shopping behavior of emigrants. The results, based on an online survey among British,
Japanese and American emigrants living in Amsterdam and Amstelveen (the Netherlands),
reflect a universal lifestyle among emigrants, while they also emphasize cultural values and
differences (Wijnen et al., 2011).
STATEMENT OF THE PROBLEM:
The problem of the study is considered based on the preferences among the mass which
includes all categories covering both gender with different age group. As the need of people
increases, the numbers of shopping places were increased. For any retailers, either organized or
unorganized, enhancing the customer traffic and sales are always important. However, in the
current context of online retail and e-commerce evolution, both traffic and sales are declining
day by day, leaving little choice to retailers, especially to big mall retailers. The current customer
is more empowered, well informed, ready with well-grounded homework and after all they want
utmost value for the money they spent. Hence, a great deal of research is focusing worldwide to
know – How consumer shop, what factors convinces them to visit shopping malls, the rationale
behind their shopping behavior, consumer decision making process, the key role players in
decisions etc. this study is also focusing of these factors.
OBJECTIVE OF THE STUDY:
Objective of the present study is to analyse the attitude of consumer towards shopping malls in
Trivandrum district from the perspectives of urban and rural consumers.
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
HYPOTHESIS OF THE STUDY:
Hypothesis formulated to test the above objective is there is no significant difference in the
attitude of consumer towards shopping malls in Trivandrum district from the perspectives of
urban and rural consumers.
METHODOLOGY:
Population of the study:
The population of the study is the consumers of Mall of Travancore and Central mall.
Sample Design:
The sample of the study consists of 150 respondents i.e,. 75 from Mall Of Travancore and 75
from Central mall which were selected using convenience sampling from the customers in the
Trivandrum district.
Data Collection
The proposed study is conducted through primary and secondary data. The primary data
were collected from 150 samples through structured questionnaire and the secondary data
collected from different documentary sources, journals and related websites.
RESULTS AND DISCUSSION:
Present study focuses on attitude of consumer towards shopping at malls in Trivandrum district
from the perspectives of urban and rural consumers. The respondents were asked to state their
opinion on a five point scale starting from 5 (Strongly Agree) to 1 (Strongly Disagree).
LEVEL OF CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS:
A consumer is an individual who buys products or services for personal use and not for
manufacture or resale. A consumer is someone who can make the decision whether or not to
purchase an item at the store, and someone who can be influenced by marketing and
advertisements. Any time someone goes to a store and purchases a toy, shirt, beverage, or
anything else, they are making that decision as a consumer. The consumer is the one who pays
to consume the goods and services produced. As such, consumers play a vital role in the
economic system of a nation. In the absence of effective consumer demand, producers would
lack one of the key motivations to produce: to sell to consumers. The consumer also forms part
of the chain of distribution. Here an attempt is made to study the level of consumers buying
behavior on shopping at Malls.
Table 1: Level of Consumers Buying behaviour on shopping at Mall with test of
Significance
Std.
Statements Mean Deviation t value Sig
Shopping in Mall offering personalized services 2.9733 1.32577 27.468 0.000
Shopping in Mall provides credit card facilities 3.1600 1.26957 30.484 0.000
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
Malls offers well-known brand means good quality 2.8533 1.17802 29.665 0.000
Malls offers easy return purchase policy 2.9467 1.38441 26.068 0.000
Shopping the different stores in Mall wastes my time 3.5200 1.59159 27.087 0.000
Store design and layout is attractive in Mall 3.9467 1.49624 32.305 0.000
Store ambience and cleanliness is good in Mall 4.8200 0.38547 153.143 0.000
Malls offers fast checkout lines and prompt service 4.3933 1.08000 49.821 0.000
Malls offers availability of good quality products 4.5467 0.83213 66.919 0.000
Malls offers convenient operating hours 4.1267 1.21675 41.538 0.000
Malls offers convenient accessibility 4.7267 0.73180 79.106 0.000
Malls usually have convenient store location 4.6400 0.86140 65.972 0.000
Source: Primary data
It is clear from the above table that, regarding the consumers buying behavior on
shopping at Malls, consumers experienced that Store ambience and cleanliness is good in Mall,
as it has a mean score of 4.8200, followed by Malls offers convenient accessibility and Malls
usually have convenient store location, as these opinions have a mean scores of 4.7267 and
4.6400 respectively. At the same time majority of them put their disagreement on Malls offers
well-known brand means good quality (2.8533). The one sample t-test value for the variables
representing consumers buying behavior in shopping at Malls are ranging from 153.143 to
26.068. The significance level of one sample t-test in all variables is less than 0.05. The results
show that the opinion wise variation with respect to the level of consumer’s buying behavior on
shopping at Malls is significant when t-test is applied.
COMPARISON OF BUYING BEHAVIOR FROM THE PERSPECTIVE OF RURAL
AND URBAN CONSUMERS:
A comprehensive understanding of consumer behavior is essential to the long- run success of any
marketing program. It is seen as a one of the major component of the marketing concept.
Consumer buying behaviour depends on various factors like needs and wants of consumers,
company goals and the marketing strategy. Here an attempt is made to study Comparison of
buying behavior from the perspective of rural and urban consumers.
Table 2: Comparison of buying behavior from the perspective of rural and urban
consumers
Rural Urban
Consumers Consumers ANOVA
Statements Mean Std. Mean Std.
Deviati Deviati
on on F Sig.
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
Shopping in Mall offering personalized 3.200 1.2627 2.746 1.3566 4.487 0.036
services 0 7 7 0
Shopping in Mall provides credit card 2.880 1.2187 3.440 1.2653 7.620 0.007
facilities 0 7 0 4
Malls offers well-known brand means 2.920 1.1121 2.786 1.2443 0.479 0.490
good quality 0 0 7 7
Malls offers easy return purchase policy 2.533 1.1310 3.360 1.4944 14.59 0.000
3 5 0 9 0
Shopping the different stores in Mall 3.453 1.6132 3.586 1.5776 0.262 0.610
wastes my time 3 3 7 6
Store design and layout is attractive in 3.920 1.4774 3.973 1.5243 0.047 0.828
Mall 0 0 3 4
Store ambience and cleanliness is good 4.773 0.4214 4.866 0.3422 2.216 0.139
in Mall 3 9 7 2
Malls offers fast checkout lines and 4.813 0.3922 3.973 1.3554 26.58 0.000
prompt service 3 7 3 0 0
Malls offers availability of good quality 4.880 0.3271 4.213 1.0305 28.51 0.000
products 0 5 3 3 4
Malls offers convenient operating hours 4.000 1.2734 4.253 1.1518 1.632 0.203
0 3 3 9
Malls offers convenient accessibility 4.626 0.8506 4.826 0.5782 2.835 0.094
7 5 7 9
Malls offers convenient store location 4.506 0.9777 4.773 0.7085 3.658 0.058
7 7 3 1
(Source: Primary data)
From the above Table, it can be easily identified that seven factors like malls offers well-known
brand means good quality, shopping the different stores in mall wastes my time, store design and
layout is attractive in mall, store ambience and cleanliness is good in mall, malls offers
convenient operating hours, malls offers convenient accessibility and malls offers convenient
store location have shown there is no significant opinion wise variation. But some factors like
Shopping in Mall offering personalized services, Shopping in Mall provides credit card facilities,
Malls offers easy return purchase policy, Malls offers fast checkout lines and prompt service and
Malls offers availability of good quality products have shown significant opinion wise variation.
P Value in respect of these factors are less than 0.05, as the level of significant. Study revealed
that there is significant difference in the attitude of consumer towards shopping malls in
Trivandrum district from the perspectives of urban and rural consumers.
TESTING OF HYPOTHESIS
Present study focuses on attitude of consumer towards shopping at malls in
Trivandrum district from the perspectives of urban and rural consumers. The respondents were
asked to state their opinion on a five point scale starting from 5 (Strongly Agree) to 1 (Strongly
Disagree). The one sample t-test value for the variables representing consumers buying behavior
in shopping at Malls are ranging from 153.143 to 26.068. The significance level of one sample t-
test in all variables is less than 0.05. The results show that the opinion wise variation with respect
to the level of consumer’s buying behavior on shopping at Malls is significant when t-test is
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
PERSPECTIVES OF URBAN AND RURAL COSUMERS. PJAEE, 18(7) (2021)
applied. In order to identify variation of buying behavior from the perspective of rural and urban
consumers ANOVA Test was applied. P Value in respect of certain factors representing buying
behviour of consumers are less than 0.05, as the level of significant. Study revealed that there is
significant difference in the attitude of consumer towards shopping malls in Trivandrum district
from the perspectives of urban and rural consumers. Hence the study rejects the null hypothesis
of there is no significant difference in the attitude of consumer towards shopping malls in
Trivandrum district from the perspectives of urban and rural consumers and accepted the
alternative hypothesis of there is significant difference in the attitude of consumer towards
shopping malls in Trivandrum district from the perspectives of urban and rural consumers.
CONCLUSION:
Present study is based on attitude of consumers towards shopping at malls in Trivandrum district
from the perspectives of urban and rural consumers. For identifying opinion wise variation of
buying behavior of consumers’ t- test was applied. The results show that the opinion wise
variation with respect to the level of consumer’s buying behavior on shopping at Malls is
significant when t-test is applied. In order to identify variation of buying behavior from the
perspective of rural and urban consumers ANOVA Test was applied. Study revealed that there is
significant difference in the attitude of consumer towards shopping malls in Trivandrum district
from the perspectives of urban and rural consumers.
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CONSUMERS BUYING BEHAVIOUR ON SHOPPING AT MALLS – COMPARATIVE STUDY FROM THE
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