Shah, Ajay D.
A study of consumer behavior in Malls vis-à-vis Mom and Pop shops.
PhD thesis, Saurashtra University.
The face of Indian retailing has witnessed a rapid transformation over the last decade. It was rated the fifth most attractive emerging retail market and ranked second in a Global Retail development Index of 30 developing countries drawn up by AT Kearney. This is evident from the fact that shopping mall activity which was earlier only a part of the big cities has started percolating down to smaller cities and towns. There is brisk development of retail space in tier-II cities and towns of India barring the Far East region with the development at 220 new shopping malls by 2008. This has resulted in the Indian consumer being exposed to a variety of retail formats leading to change in consumer buying behavior. The entertainment and curiosity value of the new formats is fast diminishing for the consumer who is no longer satisfied with the blanket proposition offered by them .In order to cater to the increasing complexity in the market place the Indian retailer will need to know his customer and design a unique value proposition for his segment. Segmentation is useful because it goes beyond total scores or averages and helps in identifying and grouping the differences such that they are actionable.
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