Influence of mall attributes and demographics on Indian consumers mall involvement behavior: An exploratory study

Abstract

There has been a significant growth of malls in India in the past two decades. The current research studies predictors to Indian consumers mall involvement with respect to mall attributes and demographic factors. Kapferer and Laurent's CIP was adapted to study consumers mall involvement. The findings postulate that demographic factors (household income, age, gender) and mall factors (service and ambience) influence consumers mall involvement. The involvement predictors can help in planning mall ambience and assortment. This study attempts to fill the research gap on Indian consumers mall shopping behavior with respect to their involvement with mall attributes. The findings can be helpful to mall managers and developers in mall-planning strategies. © 2012 Macmillan Publishers Ltd.