Theresearch entitled “A study on consumer perception towards shopping mall “Withspecial reference to HILITE MALL CALICUT.
Is conducted to understand thesatisfaction level of consumer. The study takes samples of 50 RespondentsTheconcept of shopping mall is not new in Kerala. The number of shopping malls in Keralais growing day by day. It is a fact that the arrival of shopping malls in acity promises to transform the shopping and recreation activities of thecustomers. Therefore, many companies and individuals are investing a largeamount of money to design and create malls in terms of providing the benefitsof shopping and the access of consumers’ to global brands. Today, thecut-throat competition among the shopping malls has gone beyond bound with thespeed of time. For this reason, the developers and stakeholders of shoppingmalls as well as the retailers need to understand the consumer’s perceptiontowards shopping malls.Nowdays, the developers are inventing new strategies in order to reach a new styleinside shopping mall.
They are adding up restaurants, cinema halls and gamezones to attract the different types of customers having varying tastes andpreferences. So, the main purpose of this study is to provide some understandingsabout the variables that affect customers’ attitude and also the importance ofeach variable for helping developers to formulate and implement suitablestrategies that will be beneficial both for the customers and developersConsumerpurchasing power is the main factor, which determines their buying behaviourand brand of shopping malls. Shopping malls are the best places for fun , family outing, shopping and eating’s. In shopping malls agefactor is also one of the dominant factors in daily footfall. Theshopping mall concept is a big hit with the sole purpose to provide everythingunder the sun under one roof or in one big complex.
It also heralded in a newurbanization concept where everything was taken to the consumer in his comfortzone, Customers state that malls, supermarkets and hypermarkets are wellorganized and that there are no quality issues, the range of choices andvalue-for-money deals make them happy, the ambience is good, there are betterdeals across categories with more choices and they get everything under oneroof and they get good deals on bulk buying and at the same there is morevariety. Organized retail chain and mall stores are mushrooming in all majorcities and towns of India. Shoppingmalls are an emerging trend in the global arena. The first thing that comes inour mind about the shopping malls is that it is a big enclosed buildinghousing a variety of shops or products. According to historical evidencesshopping malls came