How loyal are the Indian Shoppers towards their malls?
“Once shoppers get what they value the most,
they are expected to be more loyal to the shopping mall.”
It was often debated whether Indian
loyal shoppers look for hedonic or
utilitarian benefits during their visit to a shopping mall. Since shopping
malls are relatively new to the Indian markets, shoppers are expected to show
initial euphoria due to the novelty value of the entity.
In contrast with the traditional
retail stores, shopping
malls offer superior aesthetics, ambience, and marketing orientation.

As the Indian shoppers’ euphoria
about shopping malls gets toned down with time, mall managers need to focus on
something more substantive.
Such fundamental benefits can be offered to
shoppers only if mall managers know what is more relevant for the shoppers
visiting the malls.
Past studies have identified a number
of factors such as—
- Ambience,
- Physical infrastructure,
- Convenience,
- Safety, and
- Marketing activities.
High-risks involved—
Shopping malls involve high capital
investment that is recovered over a very long time period. At the same time,
consumer preferences too evolve over a period of time. Besides high initial investment, shopping malls
have a high operating cost to keep
the infrastructure and facilities in good shape. Over time, the operating cost
(maintenance cost) increases steadily because physical infrastructure and
facilities deteriorate exponentially with time. The manpower costs also rise.
This study establishes that Indian
mall shoppers predominantly
look for convenience.
This strongly indicates that Indian
mall shoppers are more utilitarian than hedonic. Results of
this study, however, should be examined in its proper context.

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