Main Article Content
Abstract
Customer satisfaction provides a leading indicator of customer purchase intension and loyalty. In present scenario, time is constraint and money has become luxury. So, customers has focused on selecting an appropriate retail outlet, which provides value added services, focuses on customer’s needs and is responsive to customer concerns and issues customers prefer a particular retail outlet if they find greater return over their total shopping cost. Shopping mall is generally a place where one or more than one merchandiser opens up there shops/outlets in interconnecting manner in such a way that individual/end customers can access those shops by simply walking throughout the region and these are those places, where one can enjoy all facilities under one roof. In recent times shopping malls are best places for the peoples to hang out and spend some precious time with family and friends where they can enjoy shopping, good multi cuisines restaurants, family outings etc. The study will help the managers of shopping malls to understand the underlying sales promotion factors on customer satisfaction of the shoppers in the malls and help them to craft their marketing strategies; also study will help to understand the factor. Profiling customers by their choice of sales promotion mix provide more meaningful ways to identify and understand various customer segments and to target each segment with more focused marketing strategies.