View of MALL CULTURE IN THE E-RETAILING ERA: AN ANALYTICAL STUDY

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ACCENT JOURNAL OF ECONOMICS ECOLOGY & ENGINEERING

Peer Reviewed and Refereed Journal (International Journal) ISSN-2456-1037

Vol.04,Special Issue 05, (ICIR-2019) September 2019, Available Online: www.ajeee.co.in/index.php/AJEEE

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MALL CULTURE IN THE E-RETAILING ERA: AN ANALYTICAL STUDY Sanjay Negi

Ph.D. Scholar, Department of Management, Dr. APJ Abdul Kalam University, Indore Dr. Reva Prasad Mishra

Ph.D. Supervisor, Department of Management, Dr. APJ Abdul Kalam University, Indore Abstract - The last 2 decades in India has witnessed a drastic change in the retail habits of Indian consumers. First they shifted from unorganised small retail formats to mall and a mall culture was established in most of the metro cities of India and now they are shifting from moles and physical retail stores to Electronic retail. However instead of huge boom in the electronic retailing sector mall culture still not only surviving but growing as well. This paper explores various factors that create an interesting trade-off between the mall culture and electronic retailing. There is a fact that those who visit malls purchase online as well hence it is important to find what attracts them towards mall, and what attracts them towards online retailing. On one hand the malls give a complete shopping experience and on the other hand e-retailing provides discounts and convenience. With the help of secondary data, reports and literature review this paper outlines the various motives and factors that affect the person for making his choice for two different shopping destinations.

Keywords: E-retailing, Mall Culture, Unorganised retail, shopping experience, convenience 1. INTRODUCTION TO MALL

A tower or a group of tower is called a shopping mall or a shopping centre that has a variation of retail units, in which different sections are easily accessible by the visitors due to interlinked pavements.

In 1920s Strip malls are established which are complementing the thrive of suburban living standards in US after World War II.As a consequence,strip malls face the slouch and disapprovals in suburbanization and suburban majority.

Strip mall are called as precincts, out-of- town shopping centre or retail parks in United Kingdom.

Mall is a large retail complex which contains a variety of stores and restaurants and other business centres in series under a large building with a parking area. Therefore, a mallis a non- vehicular shopping area with the easy accessible walkways for the shoppers to move around without worrying about the traffic hindrances.

 North America uses the term shopping centre were as in Asia they called it shopping mall.

 Ireland refers them as – Maills, tiny centres.

 In United Kingdom they called it shopping centres, shopping precincts or just precincts.

Nowadays, Malls are not just a place where one can shop but they go to mall to refresh, socialize and entertain the mselves. A big and good retail shop provides everything under a single roof like apparels, basic needs, electronic

goods, footwear etc. For Indians, malls had proved to be a different shopping experience. Now exhausted shopping in searing heat is swapped up by comfortable AC shopping. Malls in today’s world have become a place to flourish.

People had a desire to go to the mall and buy branded stuff there to show off and maintain their status. Undoubtedly, shopping malls in India had completely brought in the new and comfortable shopping culture which is far better and different from the usual one.

In some cases it didn’t work out, a mall is popped out with good prospects but they go bust. Like Full Stop Mall on Palm Beach Road, the Marine Drive of Navi Mumbai, Gold City Mall in Navi Mumbai, Star City Mall in Delhi and many more. In many malls it is found that 70-80 percent sites are unoccupied. It is very important to go through the detailed study of the prospective area before opening a mall as selection of the wrong site gives a huge set back. The favourable outcomes surely depend on the great location with good demographic factors and investing power of the local population.

Phoenix Market City Mumbai (Mumbai, Maharashtra), Metro Junction Mall (Kalyan, Maharashtra), LuLu International Shopping Mall (Kochi, Kerala), The Great India Place (Noida) and Z Square shopping Mall (Kanpur, Uttar Pradesh) are some of the largest malls in India. Overall malls in India had well

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2 systematized the retail sector as well as transformed the lifestyle of the purchasers.

2. IMPACT OF E-TAILING ON MALL CULTURE

Undoubtedly, Ecommerce has brought into the existence the liberty to shop and get the stuffs delivered at their place and e-shopping has also given the chance to the retailer to expand. Some studies showed that there is a downturn for the developer who is also a retailer. In today’s scene from 2008 the number goes down from 100 to 25 of the developer who were also retailers. If the situation remains the same we will be left with only small number of retail developers by 2020.

Beside other factors e-commerce has become the apex outlander for Indian mall industry. In such a small time period Indian e-retail is leaving its mark on the shopping mall business. It is swallowing the retail mall due the comfort they provide to their customers.

The sole crucial query of a mall owner or a retailer is that why an individual will take the pain to roll down to their place? They are getting millions of stuff on Amazon who deliver the items by a voice order (“Alexa, order a box of cat litter”). Stores today need to serve a purchaser which can appeal to roll down to their place. Like exceptionally organized variety product (e.g., independent specialty bookstores), or an exclusive shopping exposure (Amazon is not driving apple stores out of business), or grab the opportunity of the surroundings (regional publicity, tiny outlets had a blast with Pokemon Go promotions). Mall can be an attraction by giving their space for the local events and gatherings, shows, promotions etc.

Emphasizing on the idea of socializing while shopping will really work.

Simultaneously mall can provide an online feel which can supplement the on- ground shopping. At least they can give a free Wi-Fi access in the mall (Challahan, 2017)¹.

The outline says in the era of shopping mall, e-shopping is fulfilling the purchaser’s demand. Research says that on-line shoppers are restricted to their valuable time, consumption, comfort and how to use up their money for the specific layout. Studies say, in other countries shoppers are categorized in terms of their

socioeconomic factors. Hence, researchers need to see the effect of socioeconomic factors which pull the purchasers towards e-shopping in India.

3. LITERATURE REVIEW

M. Dahiya (2017)studied that e-commerce gives a good fight to the offline retailers since purchasers gets good deals by shopping online which compels the retailers to do not look for the profits and cut down their cost. Retailers are not capable enough to uphold the huge stocks due to which they face the loss. B.

Schmid et al (2016)studied that when there is no personal cars in preference it is entitled by car reducing scheme developments. As an apart of this scheme a preference analysis was channeled based on exposed shopping actions, requesting the entrants to swap distinct characters related to their preference between on-ground vs. online shopping.

Aside from shipment time and price airing a clear cut aim on utility, other characters like shopping cost were found to be aim- independent while gain flexibility of shopping cost is contradictory but not considerable at regular levels. People with more opposing opinion towards online shopping show low cost sensitivity.

A. Saha (2015)found that the main concern is to attract the purchaser and set a prolonged connections by providing them the exclusive concessions. The open source display and provide all the beneficial details without giving the pain to visit the mall. This medium is comparatively the discounted one where one can get all the details of the item which they want without rolling u to the shopping centres. Best part is sources provide all the profitable details of the item (Y. J. Moon, 2015) Comfort is the major fact which stimulates the shoppers to shop online.(H. Ozen & N. Engizek, 2014).

The major part of the purchasers is well pleased by their e-shopping selection which is turning the retail shoppers from the shopping centers to the e- tailing (S. Kumaran and M. S.

Siranjeevi). Online retailing is profitable regarding location and time. Customers can be defended from hectic congested shopping centers (K. C. Gehrt et al., 2012).

C. Katawetawaraks and C. L.

Wang (2011)studied that reasons for

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3 online shopping is loving the comfort of time and travel, matching their bills by comparing from the different sources. T.

V. Sai & M. S. Balaji, (2009), found that consumers all around the world are avoiding congested stores and prefer to shop online. Despite of offering so much comfort and ease India is still behind on online shopping. 150 internet clientele are studied , inclusive of online and offline shoppers concludes that one who loves the comfort and value time go for online shopping and who looks for safety and secrecy they opt to go for on-ground shopping.

M. H. Hsiao (2009) refers that goods cost, roam time, wandering cost and shipment time, the writer claims that by passing a shopping run creates more gains in terms of financial beliefs than holding back for a shipment of an online purchased book and marking the capacity of ICT services in the relation of hunt items. Online shoppers makes good choice by putting small energy while purchasing something from online store (P. Jiang and B. Rosenbloom, 2005).

Shoppers are time savers while e- shopping as they are overcoming all the travelling exertions as well as they save their time. Online shopping comfort improves to explore by cutting down the travelling expense and physical stress (C.

Jayewardene and L. T. Wright, 2009).G Jennifer and K. L. Kraemer (2003)studied that the offline retailer’s core idea is to fascinate the purchaser and maximize their business by the publicity. They should not let the single window move on to promote (C. R. Hofacker, 2001).

4 CONCLUSIONS

From the above analysis about Mall culture and online retail it may be concluded that there is an importance of both in the Indian context. If if one thinks over the benefits of online retail there is no doubt that it provides a very good comparison with respect to prices and helps a customer to make the most rational decision. Further, it also provides convenience, discounts, and replacement facility. However, at the same time one cannot deny the importance of malls. The limitations of online retailing are still supporting the mall culture. These limitations are amusement of shopping, instant fulfillment of gratification of using or consuming a product, and enjoying the

touch and feel of the product before buying. It is also important to mention here that there are many products that are priced unnecessarily higher online.

There are only a handful number of websites on which a customer can rely before buying the product online.

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