Published Paper Details:

Purpose: The main objective of this study is to understand the consumer attitude towards shopping malls in Rajkot. Design/methodology/approach: The method used for the data collection was a direct interview, using a structured questionnaire, with closed-ended questions. 1000 respondents participated in the survey, the period of research is between November 2019 & January 2020. Findings: The results indicate that demographic factors and other factors influence the consumer�s attitude towards shopping malls. Practical implications: The shopping mall developers are inventing new strategies in order to reach a new style inside shopping mall. They are adding up restaurants, game zones and cinema halls to attract the different types of consumers having varying preferences and tastes. Hence, the main objective of this study is to provide some understandings about the variables that affect customers� attitude and also the importance of each variable for helping developers to formulate and implement suitable strategies that will be beneficial both for the consumers and developers. Originality/value: This study provides valuable insight into consumer behavior regarding shopping malls by examining the factors that influence consumers� attitude towards shopping malls.