Consumer Expectations of Shopping Malls in NCR Delhi (India)

Malls throughout the country are getting bigger and are being positioned as one-stop-shop for shopping, entertainment, leisure and eating out needs rather than a place only for shopping for fashion products. This has resulted in developers giving more importance to factors like parking, mall design and soft strategies like customer relationship to make these malls work. Because the number of department stores and mall store shoppers which enter a shopping mall correlate positively with the amount of time they spend at the mall. So, in these circumstances the mall developers can not only act as realtors. Their job does not end by selling the shops. Their job starts after the operation of the mall because they have to research the trade area and understand the expectations too provide them the best shopping experience. Seeing these trends I have done this research extensively in selected ten malls of Delhi NCR (India) and analyzed the Consumer expectations which will be of help to the shopping mall developers and researchers to understand the consumers in a better way and position their malls differently.

Autorentext

Dr. N.H.Mullick has obtained his his Ph.D in Marketing from Jamia Millia Islamia, New Delhi (India). He is at present working as Professor and Program Director (Marketing) at Institute for International Management & Technology, Gurgaon (India). He has published 8 books and have also written many articles in reputed journals.