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Retailing in Indian malls: antecedents to retailers' preferences for mall-store space

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Growth in organized retail formats in India has been boosted by the liberalization policies pursued by the government. The transformation in the retail landscape is apparent, as malls are being set-up across the country. Research has given priority to customers' perception and behaviour towards malls. There is little research from the retailers' perspective. This paper explores retailers' satisfaction towards malls. The analysis revealed three key variables: mall management, ambience, service and entertainment facilities. Retailers' satisfaction with malls is affected by efficient mall management and can be increased by professional mall management, arrangement of stores, promotional activities and inclusion of anchor stores.

Keywords: Indian malls; ambience; entertainment; mall operators; retailers

Document Type: Research Article


Affiliations: 1: Indian Institute of Management - Rohtak, Haryana, India 2: Institute of Technology and Science, Ghaziabad, Uttar Pradesh, India

Publication date: May 1, 2011

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