Chapter-3 literature review of consumer behavior towards shopping

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1. Consumer shopping behavior in malls with large scale entertainment centers. By- Talpade, Salil, haynes, Joel Summary:The idea of adding a major entertainment center to a shopping mall has been gaining popularity over the past few years. Several of these so called 'mega-malls' have been constructed in various regions of the country, with substantial square footage allocated to large-scale entertainment centers. In terms of shopping center patronage, Ballenger et al. (1977) found that some consumers placed the greatest value on convenience and economic attributes including convenience to home, accessibility, and the presence of services such as banks and restaurants. Others however emphasized recreational attributes including atmosphere, fissionability, variety of stores and merchandise. However, as mentioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers.

2. Growing Shopping Malls and Behavior of Urban Shoppers By- Rajagopal

Summary:Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as are creational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider Shree sahajanand commerce college Page 2

alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls.

3. Shopping Malls: A New Shopping Experience

Summary:The case let deals with the development of organized retailing in India in the form of shopping malls. It looks into the reasons for the growth of shopping malls in India. With the changing shopping needs and aspirations, consumers are finding it easier to shop at malls where a wide choice of merchandise is available under one roof. The case let also delves into the growth of specialty malls and the challenges faced by shopping malls in India.

4. Shopping Malls Facing Consumer Decision Making Style

Summary:Retailers and marketers often seek to learn how and why people shop. The consumer decision- making process is a complex phenomenon. The purchase of goods or services includes a number of factors that could affect each decision. Decision making is more complex and even more important for consumers today than in the past. Consumers are besieged by advertising, news articles, and direct mailings that provide an abundance of information, much of it with mixed messages. In addition, increases in the number and variety of goods, stores, and shopping malls, and the availability of multi component products and electronic purchasing capabilities have Shree sahajanand commerce college Page 3

broadened the sphere for consumer choice and have complicated decision making. In the extant consumer behavior literature, most studies assume that all consumers approach shopping with certain decision-making traits that combine to form a consumer's decision-making styles. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store- loyal shoppers, recreational shoppers, convenience shoppers, price-oriented shoppers, brand- loyal shoppers, name-conscious shoppers, problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers.

5. Malls See Change in Consumer Behavior

Summary:In the last ten years, many malls have donned the trappings of community centers. Mall owners have gone to great lengths to lure consumers in and keep them in, installing free or low-cost amenities like jogging routes, restaurants, movie theaters and merry-go-rounds. In the recession, however, these attractions are now becoming more popular than the retail stores. Sales in many mall stores in New York, New Jersey and Connecticut have declined. That said, food courts, play areas and other thoroughfares are still welcoming visitors. Parents need to entertain their children, teenagers need a hang out, and adults meet in shopping malls to socialize indoors. Mall owners in New York, New Jersey and Connecticut, like their counterparts across the country, have installed wave-riding machines and offer laser tag, paintball and ice skating. They have also organized concerts and karaoke contests, temporarytattoo parties and social clubs for children, and they have begun turning vast and empty stores into community theaters and health clinics.

6. Adding Bricks to Clicks:The Effects of Store Openings on Sales through Direct Channels By- Jill Avery, Mary Caravella, John Deighton and Thomas Steenburgh

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Summary:Consider a retailer who operates both brick-and-mortar stores and direct channels such as direct mail catalogs and an Internet Web site. What effect does the opening of a new retail store have on direct channel sales in the retail trading area surrounding the store? Does the existence of more opportunities for consumer contact with the brand increase the retailer's direct sales, or does intra-brand, inter-channel competition erode the retailer's direct sales? Does consumer response to the retailer's brand evolve over time, perhaps as consumers go through some process of trial-and-error learning about the relative merits of stores and direct channels, or is the impact of the new store relatively discrete? Does the answer depend on whether consumers in the retail trading area have had the opportunity for previous experience with the brand's stores?

7. Shopping day and night: Area malls extend hours to satisfy the schedules of early birdsand night owls By- Andrea K. Walker Summary:Some shopping malls are taking a cue from their big-box retail competitors by opening their doors earlier and leaving them unlocked a little bit later. Many retail consultants believe General Growth Properties' decision last month to expand its hours at most of its more than 200 malls across the country -- including several in the Baltimore area -- could mark the beginning of a trend for the nation's shopping centers. The Chicago-based company is adding a few hours on weekend mornings and evenings in hopes of drawing more shoppers who say they want the added convenience. It's a departure, however, from the normally staid world of shopping malls, where hours typically change only during the busy holiday shopping season. But some retail consultants said fewer hours aren't the reason shopping malls keep losing market share to the rest of the retail world. 8. Consumer behaviour and retailing decisions By- S. Ramesh Kumar

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Summary:Decision making with regard to retail outlet selection is very similar to consumer decision-making on brands where the consumer goes through a process starting from identifying needs to post-purchase issues. There are a few interesting and important dimensions associated with consumer behaviour and retail outlet selection. Marketers need in-depth knowledge about the various dimensions which link retailing and consumer behaviour. There is research required to handle retail decisions in a competitive context. McDonald's found that a major chunk of its consumers decide to eat a few minutes before they make the purchase decisions and hence it is building small outlets in large supermarkets such as Wal-Mart and Home Depot.

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