UNT research team examines mall patronage in booming Indian retail sector
January 29, 2010

UNT merchandising professors, Drs. Dee K. Knight and Sanjukta Pookulangara, collected data at a busy mall in Mumbai, India from January 7 to January 11, 2010 for a study titled, Exploring Mall Patronage Intention: Indian Consumers' Perspective. The Retail Association of India facilitated the study and enlisted the assistance of 23 Indian MBA students for data collection.  

India is a country of 1 billion people with a rapidly increasing middle class consumer segment. The growth in the retail sector has driven a mall development boom across the country, with the total number of malls expected to increase to 600 by 2010 from 158 in 2005. From serviced retailing, where customers approach retailers to ask for specific items that are retrieved from behind the counter, urban Indian consumers are now encountering self service models of organized retailing in malls. This study will examine Indian consumers' perceptions of shopping malls and how they have impacted consumer behavior.

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