Published Paper Details:

The purpose of the study is to find out the factors that contribute to rural adolescent's mall behaviour. The change in habits and preferences of the rural adolescents towards the mall culture is increasing very fast. They also would like to adopt the new culture leaving the traditional culture of shopping from nearby store. The study tries to explore the factors that influence the rural adolescents for shopping form the mall. Data reduction techniques were used in this study to determine the contributing elements to rural adolescent and mall culture. Data were collected form 123adolescents form the rural areas using the using convenience sampling techniques. The study determined that the brand preference, promotion, hedonic consumption, food and entertainment and the first and most significant aspect is preferred brand. The management should make an effort to include more brands inside store to attract the rural adolescents. The study is a new of its own kind in the Indian context which will add substantial knowledge to the existing theory.