Believers in retail therapy may call malls the best thing since sliced bread, but with increasing competition, developers have to resort to new ways to lure the mall-hopping populace. Dr Rajagopal studied how mushrooming malls affected buying behaviour and found that mall ambience, choice of stores, sales promotions and monetary benefits steered consumers towards a particular shopping mall over its competitors. Some food for thought in mall-saturated Mumbai.

 

Title: Growing shopping malls and behavior of urban shoppers
Source: The National Bureau of Economic Research