Hanging Out at the Mall:Shopping Orientation of Young Consumers in Mumbai

Indian Retail is generating considerable interest within the country and abroad as it has been rated as the fifth most attractive emerging retail market and was ranked first In the global retail development index of 30 developing countries drawn up by AT Kearney(2006). Organized retail, best represented by the mushrooming malls, has come to play a defining role in building and supporting this veritable base of retail consumers. Despite this very little is known about the characteristics of the mall shoppers in India and the question "Who are the mall shoppers?" remain unanswered. Moreover, very little academic material is available on the Mall shopper beha vior

In India, the youth form an immensely significant market segment. The census figures for 2001 show that 54% of the population is below the age of 251 and 45%, below 19 years. The post-liberalization generation has grown up largely without any guilt about consumption and considerable spending power The economic importance of the youth to marketers and perceived difficulty in understanding and communicating with them has called for research that can provide new insights.