Vol. 3, Issue 1 (2018)
Influence of income on the shopping habits of consumers with respect to shopping malls in Kolkata city
Author(s): Shouvik Sanyal, Mohammed Wamique Hisam
Abstract: Shopping mall is a group of retail stores under one roof. Malls have been constantly adapting and changing in both style and substance in order to attract increasingly sophisticated and fickle consumers. The paper aims to understand the impact of income levels of customers patronizing shopping malls on their shopping behavior based on factors like location of the mall, variety, quality and prices of products. The paper also attempts to analyze the demographic profile of customers visiting shopping malls in Kolkata, India. The purpose of this study is to highlight the Income of consumers as an important variable in the shopping behavior of consumers with respect to shopping malls. Various studies have indicated that income is a key factor in choosing a retail format to purchase as the product prices in shopping malls are perceived to be higher than other retail formats. Data were collected through a structured questionnaire from respondents who were shoppers at four prominent malls in Kolkata, India. Total of 1000 samples were selected by adopting stratified random sampling technique. Correlation analysis and analysis of variance were applied to find out the impact of income levels on the chosen variables. Results of the study indicate that there is no significant relationship between location of the mall with income levels while there is a positive correlation between prices, quality and variety with income and these factors have a positive influence with change in income level.