A Study on Consumers’ Behaviour Towards Promotional Activities at Malls with Reference to Coimbatore City

The rapid expansion of shopping malls in India has intensified competition among retailers, making promotional activities a crucial strategy for attracting and retaining customers.The present study, titled "A Study on Consumer Behaviour towards Promotional Activities at Malls with Reference to Coimbatore city," aims to analyse the influence of various promotional techniques on consumers' shopping behaviour and purchase decisions.The study is based on both primary and secondary data.Primary data were collected from 50 respondents through a structured questionnaire administered in selected shopping malls in Coimbatore city.Statistical tools such as percentage analysis and the Chi-square test were employed for data analysis.The findings indicate that the majority of mall shoppers belong to the younger age group, particularly students and middle-income consumers, who show a strong preference for discounts and sales offers.Promotional activities were found to significantly influence impulse buying behaviour, frequency of mall visits, and choice of shopping mall.Social media was identified as the most effective medium for creating awareness about promotional offers.The Chi-square analysis revealed a significant relationship between the monthly income of customers and their spending patterns in shopping malls.The study concludes that while promotional activities play a vital role in increasing sales and footfall, retailers should adopt consistent and customer-oriented promotional strategies to build long-term customer loyalty.