Volume : 2, Issue : 6, JUN 2016

CONSUMER BUYING BEHAVIOR AND BRAND PERCEPTION IN SHOPPING MALLS- A STUDY OF LULU MALL, COCHIN, KERALA

Dhesinghraja. J, Ms. G. Renjini, Ms. P. Praveena

Abstract

In India Retail shopping through ShoppingMalls is taking a shape of an industry worth Rs 15000 Cr. In Cochin (Kerala) is the most favorite place for the shopping malls in Kerala after Trivandrum. In KeralaLuLu Mall, Best Price, Reliance, city Malls, Mega Mart, V-Mart, Big Bazar, Next Gen etc all big players are trying to establish their market share in the region. The current study concentrates on comparative analysis of consumer buying behavior and brand perception towards shopping malls in Cochin District. The main factor of consumer is buying power, which in result, determines their buying behavior and perception of brands in shopping malls. Shopping Malls offers family outing, the fun & entertainment, shopping and eating junction. Age of the consumer is the most important factor in shopping Malls in daily footfalls. Different age group consumers visit different shopping malls and they impact on the buying behavior.

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