A Study of Consumer Behaviour Towards Shopping Mall VS Local Market

ABSTRACT This study compares consumer behaviour towards shopping malls and local markets. It examines consumer preferences, attitudes, and perceptions based on factors like price, quality, variety, convenience, service, and shopping experience. The study finds that shopping malls are preferred for branded products, better infrastructure, comfort, and entertainment, and are often chosen for family outings and special purchases. On the other hand, local markets are preferred for low prices, bargaining, personal interaction, and daily needs. Consumer preference varies according to age, income, lifestyle, and purpose of purchase. The study concludes that both malls and local markets are important and coexist by fulfilling different consumer needs. Keywords : Consumer Behaviour, Shopping Malls, Local Markets, Buying Preferences, Price, Quality, Variety of Products