A Study of Consumer Behaviour by Visiting the
Nearest Shopping Mall
1. Introduction
Consumer behaviour refers to the study of how individuals make decisions to spend their available
resources (time, money, effort) on consumption-related items. Visiting a shopping mall provides a
practical way to observe real-life consumer behaviour, including purchasing patterns, preferences,
and decision-making processes.
2. Objectives of the Study
- To understand shopping habits of consumers in a mall environment. - To observe factors
influencing consumer decisions (price, brand, offers, etc.). - To study the role of age, gender, and
lifestyle in buying behaviour. - To analyze the impact of marketing strategies (discounts, displays,
promotions) on consumers.
3. Methodology
- Place of Study: [Name of the mall you visited] - Method: Observation and short interactions with
shoppers. - Sample Size: [e.g., 20–30 shoppers observed] - Duration: [Mention date and time, e.g.,
Saturday evening, 2 hours]
4. Observations
1. Demographics of Shoppers: Families, youth groups, working professionals, senior citizens. 2.
Popular Sections Visited: Clothing, electronics, food court, entertainment zones. 3. Buying
Behaviour: - Many customers compared prices before purchase. - Young shoppers preferred
branded items. - Families were attracted to discounts and combo offers. 4. Influencing Factors: -
Promotions & Discounts: Heavily influenced decisions. - Visual Merchandising: Attractive displays
pulled customers into stores. - Peer Influence: Friends and family impacted final purchase choices.
5. Payment Preferences: Majority used digital payments (UPI, cards), while some still used cash.
5. Analysis
- Younger consumers are brand-conscious and more impulsive. - Families look for value-for-money
and practical utility. - Discounts and sales create high footfall and drive impulse purchases. - Food
courts act as relaxation spots, increasing the duration of stay in malls.
6. Conclusion
The study shows that consumer behaviour in malls is shaped by age, income, lifestyle, and
promotional strategies. Visual merchandising and discounts remain the strongest motivators.
Shopping malls are not just purchase centers but also social spaces where consumers spend time
with family and friends, which indirectly boosts sales.
7. Suggestions
- Retailers should focus on creating attractive displays. - Offering seasonal discounts and loyalty
rewards can increase customer retention. - More seating and entertainment options can extend
customer visits, leading to higher spending.
