Investigate the Customer Perceptions towards Mall Culture: Special Reference to Ludhiana City
Author : Simranjeet Singh
Abstract :
Ludhiana, view as an Economic-Capital of Punjab and categorised as a Tier II city in experiencing mall culture in recent years. Shopping malls have been quite famous in India from last two decades, as a vital and significant destination for shopping, recreation and socialization. Metro Cities like Delhi, Mumbai, Bangalore etc. have obtained significant importance from Mall culture, not only in India but around the globe as well. There are numerous variables that are quite responsible to enhance the growth of Mall culture in India, such as facilities offers by particular mall, discount offers, diversity of qualitative products etc. Moreover, diverse perception has been observed among society towards Mall culture, no doubt younger generation very attractive from Malls. Therefore, the main objective of this paper is to investigate the customer perception towards Malls, with special reference to Ludhiana city. The paper also acts as a beneficiary to Mall owners, managers and operators to build a strong relationship with customers. To fulfil this particular objective, 105 samples have taken from Ludhiana through questionnaire and analysis has done with the help of various statistical tools like, AVOVA, Chi-Square test. Study found that, there is no significant difference between gender perceptions towards different variables, as quite less number of variables has had significant differs. The same kind of result has been found among different age-groups.
Keywords :
Shopping Malls, Customer Perception, Gender.
