Published Paper Details:

Abstract: Culture is one of the complex phenomenon that includes nearly all aspects of the experience shared by human beings. Culture is the fundamental determinant of a consumers wants and behaviour. Many research shows that culture, sub-culture, and social classes are particularly important on determining consumer buying behaviour. Cultures vary according to demographics, language, and values. Because of these variations consumers behaviour also differs. Modern life style with huge technological development made the consumers to opt to a location for shopping where everything available easy. This resulted in the emergence of mall culture. Now malls not only attract elite customers but they also the gateway for the fun, entertainment of common people. People who visit the malls are highly conscious about the behavioural pattern and the dress sense. Those who are new to mall culture also modify their behavioural pattern as they feel the environment is seeking for the same. With this perspective the main objective of our study is to identify the influence of mall culture on the consumer behaviour and the buying decision. For the study both primary and secondary data were used. The scope of the study is confined to selected shopping malls of Mangalore city.