Shopping Mall Analysis

Backstrom (2006)56, in his study titled “Understanding recreational shopping” has concluded that arousal during shopping may be seeded through complex activity that may be accomplished in various ways and symbolize different consumer feelings. It is also discussed that there is a necessity to focus more on the effect of retail ambience on shoppers employed in leisure shopping.

Kim Iksuk et al. (2005)57, in his study entitled “Mall Entertainment and Shopping Behaviors: A Graphical Modeling Approach” have examined the association among the multiple ways that malls can create entertainment value to the consumer and firm shopping behaviours. The study obviously identified the association between specific entertainment values in the shopping mall

(2005)58, in their article entitled “Mall atmospherics: The interaction effects of the mall environment on shopping behavior” have investigated the moderating effects of ambient odors on shoppers’ emotions, perceptions of the retail environment, and perceptions of product quality under various levels of retail density. The context for the experiment is a real-life field location in a community shopping mall. The pleasing ambient scents are hypothesized to positively moderate shoppers’ perceptions of their environment. A multi group invariant structural equation model that accounts for different retail density levels shows that the relationship between ambient odors and mall perception adopts an inverted U shape. Ambient odors positively influence shoppers’ perceptions only under the medium retail density condition. Incongruity theory informs the interaction effect between the two atmospheric variables. A moderate incongruity level is more likely to trigger a favorable evaluation of the situation (the shopping experience), object (the products sold), or the person (the sales

The study also looked into store loyalty in a holistic manner, incorporating factors like service quality, location factors, value perception and store image. It was revealed that loyal customers did not look for variety of merchandise at the store of their choice. Loyal customers went to the store they patronized with a very specific requirement which they intended to get at the store. Mall loyalty influenced by the accessibility and mall ambience, merchandise quality and price-quality. Value perceptions have a positive effect on the building overall store impression. Mall loyalty and overall store impression found to be significant predictors of store loyalty. It is suggested that it is essential for the mall managers to see that sound strategies are to be implemented to maintain a satisfactory level of patronage and loyalty.

Karen et al. (2005)60, in their study entitled “Perceived retail crowding and shopping satisfaction: What modifies this relationship” have examined the retail crowding-satisfaction relationship and discovered that crowding satisfying relationship is facilitated by emotional reactions that are experienced while shopping. In addition, moderating variables such as prior expectations of crowding, tolerance for