1. Mall shopping behaviour of Indian small town consumers Presentor: Yi Fang Emily Chao Instructor：Dr. Pi-Ying Teresa Hsu Date: May 11th , 2011

2. Citation Khare, A. (2011). Mall shopping behaviour of Indian small town consumers. Journal of Retailing and Consumer Services, 18,110-118. 2

3. Contents Introduction Literature Review Methodology Results Conclusion Reflections 3

4. Introduction Shopping malls have become a part of a contemporary consumer shopping culture where the diverse shopping behavioural needs are addressed. (Ahmed et al., 2007 ;Eden, 2006 ) 4

5. Introduction The consumers attitude and behaviour in the smaller cities, thus becomes and important determinant in planning the layout and ambience of these malls. 5

6. Contents Introduction Literature Review Methodology Results Conclusion Reflections 6

7. Literature Review Aesthetics Convenience Escape MallAttributes Social Flow Role Enactment Exploration 7

10. Contents Introduction Literature Review Methodology Results Conclusion Reflections 10

11. 11 India

12. Methodology 12

13. Questionnaire 1 5 Stronglyagree StronglyDisagree Aesthetics : 5 Escape : 5 Flow : 5 Twenty-Seven items Five-point Likert Scales Exploration : 4 Role Enactment : 2 Social : 2 Convenience : 4 13

14. Table 1 Chronbach alpha values for mall shopping behaviour

15. Table 2 Age break-up 15

16. Contents Introduction Literature Review Methodology Results Conclusion Reflections 16

17. Table 3 ANOVA Gender H1: The consumer attitudes towards mall attributes that influence their behaviour vary between the two genders. 17

18. Table 4 ANOVA for gender on Role and Social shopping variables 18

19. Table 2 Age break-up 19

20. 20

21. Definition Post-hoc tests:事後比較測驗 Post-hoc tests (or post-hoc comparison tests) are used at the second stage of the analysis of variance (ANOVA) or multiple analysis of variance (MANOVA) if the null hypothesis is rejected. The question of interest at this stage is which groups significantly differ from others in respect to the mean or, in case of MANOVA, in respect to centroids. The Bonferroni adjustment and the Dunn test are examples of post-hoc testing procedures. See also multiple comparison . 21

22. Group A Group B Group C Group D Result 22

23. H2: The consumer attitudes towards mall attributes that influence their behaviour vary between different age groups. 23

24. Contents Introduction Literature Review Methodology Results Conclusion Reflections 24

25. Conclusion The lifestyle of the small town shopper is different from that of bigger cities. Most of the people cannot spend large amount of money on branded products or entertainment offered at the malls. 25

26. Conclusion The typical small town shopper is still comfortable doing their shopping from the traditional retailer However malls have opened a new dimension to entertainment and shopping. 26

27. Contents Introduction Literature Review Methodology Results Conclusion Reflections 27

28. Reflections The research was conducted only on the consumers of one city. The income, occupation, and education of the consumers has not been included in data collection. The study didn’t tell how long it took to do the survey. 28

29. Reflections The researcher explained the seven mall attributes clearly. The study included the age generations (from 20 to over 50). The researcher gave some advices for the mall managers. 29

30. Positive thinking and Love You deserve the Best! 30

31. Thank you for listening. 31