Understanding The Shopping Experience And Its Implications For Malls As Marketing Media

Abstract

Consumer movement is a universal phenomenon. The goods or services available may be in abundance or in short supply, but the position of the consumer is weak, in relation to the seller. Sellers want customers, as buyers and not as complainants. The frustration and bitterness on the part of consumers, who have been promised much is indeed great, but they realise less. It can be due to the existence of sellers’ market, where consumers are voiceless.

Introduction

The majority of the consumers in advanced countries are well educated, well-informed and are in a position to protect themselves. But our Indian situation is different from the Western, where adequate production and proper distribution of products exist. In India, industries have not achieved the level of affluence of technology and the existing markets of products run in shortages, adulteration and black market prices. Indian people have less money at their disposal.

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