Customer Behaviours Toward Shopping Mall: A Study in Twin-City Odisha Cuttack & Bhubaneswar

Abstract

The retail sector in India has seen a drastic transformation and rapid growth since the last decade. However, with the growing global economic powers, new economic policies, FDI relaxations and unique marketing strategies the new kind of retailers like shopping malls tend to hook the consumers even in Tier II and Tier III towns. In recent decades, shopping malls have emerged as multifaceted urban centres that not only facilitate retail transactions but also serve as hubs for social interaction, entertainment, and leisure activities. This study aims to investigate and analyse customer behaviour towards shopping malls in the twin cities of Odisha, specifically Cuttack and Bhubaneswar. Shopping malls have become integral components of urban landscapes, influencing consumer choices and preferences. Understanding the factors that shape customer behaviour in these dynamic retail environments is essential for both retailers and urban planners. The research employs a comprehensive approach, combining quantitative and qualitative methods to explore various dimensions of customer behaviour, including shopping preferences, motivations, and satisfaction levels. By examining the interplay of social, cultural, and economic factors, the study seeks to provide valuable insights that can inform marketing strategies, enhance the shopping mall experience, and contribute to the sustainable development of urban retail spaces in Odisha. The main objectives of the study to unravel the intricate interplay of factors that shape customer decisions, perceptions, and satisfaction levels within the unique retail landscapes of Cuttack and Bhubaneswar.