Volume : I, Issue : IX, June - 2012

The Impact of ‘Ambience’ and Variety on Consumer Delight: A Study on Consumer Behaviour in Ahmedabad

Dr A Kumar, Prof Vineeta Gangal

Abstract :

PURPOSE: The liberalization policy pursued by Indian government in retail sector has fueled the growth of malls in various regions of the country. Shopping malls have become a part of a contemporary consumer shopping culture. Malls are attractive locations which facilitate social interactions and entertainment. The fascination towards malls is driven by convenience, entertainment, and assortment as they address the diverse shopping behavioral needs of the consumer. With the increase in competition, one of mall managers’ primary goals is to retain current shoppers. The key factor in gaining market share and developing sustainable competitive advantage is by making the shoppers loyal. This paper is an attempt to understand whether the ambience and variety of a mall are factors which can lead to a positive consumer behavior translating from consumer delight and ultimately increasing customer loyalty. Methodology: We would be using a Structured Schedule to survey a sample size of 150 respondents, through convenience sampling 50 from each of the three corporate malls of Ahmedabad namely Iscon Mall (S.G. Highway), Himalaya Mall (Gurukul), Alpha One (Vastrapur). Research Limitations: The research would be conducted only in the city of Ahmedabad. Practical Implications: Shopping malls– appear to be in a mature phase of the retail life cycle where market shares and sales may be leveling off. The challenges that face developers within this context are to become more consumer oriented. This paper would be an attempt to study the impact of Ambience and Variety on the success or failure of a mall. Can better creativity in the mall ambience and variety increase customer loyalty by ultimately delighting the consumer and giving them more than what they perceived – is what this paper is attempting to explore.

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Article: Download PDF   DOI : 10.36106/ijar  

Cite This Article:

Dr A Kumar, Prof Vineeta Gangal The Impact of ‘Ambience’ and Variety on Consumer Delight: A Study on Consumer Behaviour in Ahmedabad Indian Journal of Applied Research, Vol.I, Issue.IX June 2012

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