Determinants of Buying Behaviour in Shopping Malls: A Study of Malls in Cochin City
Journal Title: International Journal of Humanities and Social Science Invention - Year 2017, Vol 6, Issue 11
Abstract
This paper looks into the factors that influence the buying behaviour of consumers who visit and purchase from Malls. The business strategies being adopted by the Malls to enthuse consumers have made it inevitable to think of making necessary changes in the existing theories that explain consumer behaviour. Along with prices, many other non-economic factors have come to be decisive in influencing the consumer behaviour of those who frequent at Malls. Among the economic factors, offering products at discounts is the main factor that influences the buying behaviour. This corroborates the fact that even in Malls consumers look at products sold at low prices. Combo offers also play an indispensable role in deciding the buying behaviour of consumers at Malls.Many non-economic and hedonic factors have come to occupy a significant place in the demand function pertaining to those who visit Malls. Theories of consumers’ behaviour need to be accommodative of these changes.
Authors and Affiliations
Ms. Ratnakumari K A, Dr. B. Pradeep Kumar
Keywords
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