International Journal of Commerce and Management Research

Authors
Dr. D Elangovan, R Sangeetha

Abstract
Shopping malls are one of those formats which have started coming up in large numbers. Shopping malls offered many advantages over the traditional markets. Pleasant ambience, protection from extreme weather conditions, convenience in terms of escalators and lifts, comfort of shopping, eating and watching movies at the same place, wide choice of shops, range of food options through food courts to name a few. However, the rush to be there in the mall boom has not gone well with all the malls. As the number of malls in the same locality was going up, some of the malls started struggling to survive. The study has identified the factors influencing positioning of malls in Coimbatore. The structural model developed depicts the relationships between mall constructs, shopper satisfactions and patronage behavior, customer’s perceptions. A detailed analysis of the data along with recommendations and suggestions has been presented in the report.