‘Malls are leisure spots, least preferred for shopping’

PUNE: Indicating a massive shift in consumer behaviour, around 83 per cent of those who visit malls don’t go there for shopping, and instead prefer to shop online or in the local market. 

Another startling revelation was that more than half of those who visit shopping malls do so mainly for entertainment and leisure for multiplexes and games. 

This was revealed in a research study conducted by students of Centre for Emerging Economies and Development (CEED) at Marathwada Mitra Mandal’s Institute of Management Education Research and Training (IMERT).

Second year MBA students Komal Dadas and Ashwini Dhande surveyed 11 malls in Pune, with over 2,700 respondents to study consumers’ behavior and preferences. 

The research paper titled ‘Study of Changing Business Models: Notional and Rational Causes’ will be published in the research journal ‘Arthkalp Journal of Finance and Economics - Summer 2020 edition’. 

“The business model of these huge investments is rapidly changing. There are very few takers for the malls when it comes to shopping. The mall owners now may have to resort to options other than just buying-selling commodities. Given the challenge of online platforms, the multiplexes also do pose a big challenge and same is the case observed with the gaming outlets,” said Professor and Head of CEED Sandeep Hegde. 

FINDINGS OF THE SURVEY

• 55% across all age groups come mainly for entertainment and leisure. 
• 94% of those below 25 years of age come for entertainment and leisure. 
• 91% women only go to the mall for window shopping (58 per cent men do the same) 
• 96% women want ‘bargaining facility’ at malls. 
• 98% women (from those who want bargaining) don’t want to check options like online or local markets where bargaining is possible. 

WHICH MALLS ARE PREFERRED

• Multiplexes: 49% women and 51% men 
• Eateries: 22% women and 36% men 
• Games: 0% women, 11% men 
• Salon: 12% women, 0% men 
• Shoe shops: 16% women, 2% men