Published March 28, 2019
| Version v1
Journal article
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A STUDY ON THE CONSUMER BEHAVIOUR DURING FESTIVE SEASON IN MALLS
Authors/Creators
- 1. PSG Institute of Advanced Studies, Coimbatore, Tamilnadu
- 2. Assistant Professor, PSG Institute of Advanced Studies, Coimbatore, Tamilnadu
- 3. Associate Professor, PSG Institute of Advanced Studies, Coimbatore, Tamilnadu
Description
The aim of the study is to find out how the customers behave during festive seasons Christmas, Diwali and New Year in malls. In today’s world there are a lot of promotions and strategies to attract customers. The buying pattern of customers, generally, changes during festive seasons. This study focuses on finding how the customer’s buying pattern varies from normal days to festive days. The conclusion is that further importance has to be given towards improvement of quality of service during festival seasons.
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Additional details
References
- 1. Roy, A. (1994). Correlates of mall visit frequency. Journal of Retailing, 70(2), 139-161. 2. Smith, M. F. (1999). Urban versus suburban consumers: a contrast in holiday shopping purchase intentions and out shopping behavior. Journal of Consumer Marketing, 16(1), 58-73. 3. Ong, D. L. T., Gan, Y. H., Juniaty, I., Wong, J. L. J., & Ling, A. R. (2015). Investigation of mall atmosphere in experiential shopping during holiday season: A case of Malaysian Shopping Malls. International review of Business research papers, 11(1), 133-146. 4. Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer services, 31, 22-31.