Influence of Shopping Dimensions on the Mall Visit Behaviour of Consumer
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Date
2011
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Publisher
PAU Ludhiana
Abstract
The present study was conducted to study the influence of Shopping Dimensions on the mall
visit behaviour of consumers and to study variation in influence of shopping dimensions with respect
to demographic variables. A total sample of 200 respondents was selected taking 50 visitors each from
4 shopping malls in Ludhiana City on random basis. An adopted Shopping Dimensions Inventory
(Bloch et al, 1994) was used for the study. The study revealed that the respondents visited the
shopping malls for entertainment, shopping and food courts. It was found that most important
dimensions were Social, Exploration, Aesthetics and Role Enactment dimensions. According to the
respondents, “Going to the mall is an enjoyable experience when I am with friends” (Mean score =
4.04) got highest mean score followed by “Mall is a place where I can get everything (dining, movies,
shopping etc) as it is a one-stop shopping place” and “Mall is a good place to find out what is new”
with mean scores 3.97 and 3.87 respectively. Further; the variation in influence of shopping
dimensions with respect to demographic variables like gender, age, education, occupation, income
group and family size was also studied. Variation in influence of shopping dimensions was more for
the demographic variables age and income group.
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Keywords
Marketing Management