CONSUMER ATTITUDE AND SHOPPING MALL PURCHASING BEHAVIOUR IN NEPAL

The main objective of the study was to examine the association between consumer attitude and shopping mall purchasing behavior and to evaluate the impact of advertising and purpose to visit on shopping mall purchasing in Nepalese consumers. The present study is descriptive and analytical in nature. Primary data is the main source of information. Structured questionnaire was applied for collecting data. The study has selected 384 consumers who used to go to shopping malls by applying judgmental sampling technique. The data was analyzed adopting mean, standard deviation, correlation, and regression. The study discovered that the affection and behavior components are positively associated but cognition is negatively associated with shopping mall purchasing behavior. The study also found that the purpose of visiting significantly influences but advertising does not influence purchasing behavior in shopping malls. In addition, there is only impact of gender on purpose to visit but not on advertising and shopping mall purchase behaviour. Future researchers can investigate other factors that influence purchasing decisions in shopping malls.

Autorentext

RAJU BHAI MANADHAR, Bolseiro de Doutoramento, MPhil, MBA (T.U.)O Sr. Manandhar é membro do corpo docente da Universidade de Tribhuvan, Campus Público da Juventude desde 2001 em Gestão, actualmente Director Adjunto, programa BBA, chefe do departamento de Marketing, membro do comité de gestão do Campus, apresentou dezenas de artigos em revistas internacionais e recebeu o prémio de melhor artigo.