Effect of Shopping Motivations on Indian Consumers’ Mall Patronage Intention

Abstract

Malls in India have flourished in recent years. This has resulted in transformation of the Indian retail and metamorphosis of consumer behaviour. The shopping behaviour is predominately influenced by motivations; therefore, this article aims at extending the shopping motivations theory to Indian market. This article aims at identifying the mall shopping motivations and their effect on the Indian consumers’ mall patronisation intention. The extant literature recognises mainly two shopping motivations: utilitarian and hedonic motivations. This research extends the existent shopping motivation theory by supplementing it with materialism as another salient shopping motive. The role of materialism, utilitarian and hedonic motivations is examined on the Indian consumers’ mall patronage intention. The study provides theoretical contribution to the research by identifying materialism as a significant predictor of mall patronage intention in the Indian context. The results of the study unfold the motives shaping the Indian consumers’ mall behaviour.

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