Excitement at the mall: Determinants and effects on shopping response


Competition between malls and newer forms of shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. In this study, we examine the relationship between three factors (tenant variety, mall environment and shopping involvement) on shoppers' excitement and desire to stay at a mall. Results show that the three factors have a differential influence on excitement and desire to stay, which in turn are found to influence repatronage intentions and outshopping. 


Globalisation of marketing communication?


The globalisation of markets leads to global products, global brands and global advertising. Global communication campaigns imply a high level of standardisation. Standardisation is, however, often in conflict with the different cultures around the world. Standardised advertising does often not optimally fit with the cultures. In this paper, four levels of standardisation are distinguished: mission, proposition, concept, and execution. At each level, identical or different elements may be employed across cultures. This results in global, adaptation, differentiation, and local communication strategies. Determinants of communication standardisation are: similarity of target groups, similarity of item, product or service, exogenous market factors,
 and the organisational structure of the advertiser. 



 The mall culture is not helpful to customers, at the same time it is killing small manufacturer and retailers. The thinking of big moles is to keep products which can sell by hook or crook, there by giving good return for the space it occupied. so even if the goods of others are good they do not find a place on the moll shelf. consumers are also at a loss because moll management asks for about 40 % discount plus promotional charges. which results in inflated MRP. 











 May be your view is correct, but the thing is that in mall culture is giving the customers maximum benefits.
Though this culture is killing the small manufacturers but for selling a product for us the ultimate thing is the customers. If they are not facing problems with them then it is alright and no harm with it. Because from my point While in 1990's when for the first time 'Globalisation Came in India due to that also so many small manufacturing companies smashed. And that has given for some times a bust to the market.

But the ultimate gainer was the customers. So I think that after some time the losers will come back. Because if the losers can come back in the market then only Indian Economy will grow. 















Infact we need to grow and to compete with global world we need to accept the latest technology and culture. If the consumer is getting everything under one roof why he / she will move to market to market for his / her daily needs. They are getting the goods at reasonable prices. Reliance fresh, Big bazaar and other retail chain are gaining popularity and are proof for changing customers needs and preferences.

The employment opportunities provided by the new culture should also not forgettable. Hence the overall economy is being benefited. 









 with all due respect to your views, do not forget the reaction it causes. increasing unethical means to gain money, and increasing crime rate should make us worry. the medicine having more side effects than the benifits, is hardly acceptable. let me elaborate. accumulation of wealth in few hands at the cost of millions of half starved citizens is not a sign of progress. stoning at reliance fresh is just the beginning.



Does mall culture causing the problems stated in the comment.

Medicine or producing duplicate items have been done from history and now a days it is on boom. but these second are being sold at street not at Malls. 


Sales and bargain deals, attractive prizes, and schemes are the sure fire success formulae that the shopkeepers and showroom and super bazaars use to lure visitors in huge numbers. Malls are a mega hit