Published Paper


Mall Consumerism: Analysing Consumer Engagement

Vijayudu Gnanamkonda
Department of Marketing and Strategy IBS Hyderabad, IFHE Deemed to be University, Dontanapally, Shankarapally Road, Hyderabad, Telangana India
Page: 246-260
Published on: 2024 December

Abstract

This study aims to comprehensively explore mall consumerism by investigating consumer attitudes and spending behaviours associated with shopping malls. It categorizes these attitudes into positive, negative, and neutral perspectives and employs qualitative methodologies to capture the real-life experiences of customers.  The study primarily investigates the phenomenon of mall consumerism by examining consumers’ attitudes and spending behaviours concerning shopping malls. Focusing on this aspect, the research aims to uncover the underlying motivations and sentiments guiding consumer interactions within these retail environments. The main objective is to analyse the overarching landscape of mall consumerism. This analysis will involve categorizing consumer attitudes into three distinct categories. To achieve a comprehensive understanding of consumer behaviour in shopping malls, the study utilizes qualitative research methods. These methods include qualitative interviews and observational techniques, allowing the researcher to delve into the actual behaviours of various types of customers.

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