© 2018 JETIR October 2018, Volume 5, Issue 10 www.jetir.

org (ISSN-2349-5162)

AESTHETICAL ELEMENTS OF SHOPPING

MALLS AND ITS IMPACT ON CONSUMER
BEHAVIOUR WITH SPECIAL REFERENCE TO
UNDERGRADUATE STUDENTS’ IN PUNE CITY
Mr. Amar P Narkhede1, Dr. V. N. Sayankar, 2 Dr. J. B. More3
Research Scholar1, Professor, (Research Guide) 2 Anekant Institute of Management Studies, Baramati
Associate Professor and HOD, (Research Co-Guide)3 Department of Commerce, Sant. Muktabai Arts and Commerce College
Muktainagar, Jalgaon
North Maharashtra University1, Jalgaon, Maharashtra, India

Abstract:

During global economic transformation, the customers have become particular and many external factors other than the
merchandised that they buy, are giving major impact on their buying decisions. The market has become so trendy and it has been
driven by aesthetic factors. Young generation prefers the organized retailing formats, malls and chain shops. These organized
retailing formats gives more significance to the ambiance and aesthetical factors of their shop floors to attract customers and to
provide best shopping experience than others.
The researcher intends to know the degree of the impact of the aesthetical factors on consumer buying process with special
reference to undergraduate students. Visual Factors, Lighting, Colours and Fixtures, Layout and Displays are the major aesthetical
elements having great impact on the buying behaviour.

Keywords: Consumer Buying Behaviour, aesthetical factors, undergraduate students, organized retailing formats, shopping malls

1. INTRODUCTION
Today mall plays a predominant role in life style of the people who are living in metro cities which massively
changed the pattern of shopping activity and malls are found almost everywhere. It is not only the place to shop
but also the place for social and recreational activities. The shopping mall is an agglomeration of various
retailers and commercial service providers within a well-planned, designed and managed building or group of
buildings (ICSC, 2004; Urban Land Institution, 1999). Shopping motivation reveals the general predisposition
consumers toward the act of shopping (Gehrt et al., 19921). Atmospheric stimuli including smell, music,
decoration, or layout and temperature are either actively or passively used by retail and mall managers (Michon
et al, 2005). These stimuli have a strong impact on consumer’s perception of the shopping mall’s appearance as
well as their behaviour. The impact of the physical environment on consumer behavior has received significant
attention from researchers (Gilboa and Rafaeli, 2003: Luomala, 2003: Mattila and Wirtz, 2001: Wake field and
Baker, 1998: warren and Burns, 2002). Physical environment of a mall includes elevation, lighting, air
conditioning, washrooms, layout, aisle placement and width, carpeting and architecture. The atmosphere of a
retail setup has a major impact in the minds of mall consumers reflecting their behavioural response and the
role of experiential value in determining these behavioural responses.
In India, youth population in the age-group 15 to 34years is expected to increase from 353 million in 2001
to 464 million in 2021 and finally to decline to 458 million in 2026 (Office of Registrar General and Census
Commissioner 2006). Youth population (15 to 32 years) is 33% of the total population comprises 35 per cent of
the urban population and 32 per cent of the rural population. Youth shoppers are considerably less tradition-
restricted, more modern and quicker in accepting novel thought as compared to other shopper groups.
Generation ‘Y’ holds different attitude and motives regarding shopping mall than other generation. This group
of shoppers resembles the rapid change in consumption patterns in terms of taste and spending style.
2. THEORETICAL BACKGROUND AND DEFINITION OF CONSUMER BEHAVIOUR
A consumer is a person who influences or decides on the acquisition of one of the product or service, and
who use one of these product or service.
Consumer behaviour can be defined as “dynamic interaction affect and cognition, behaviour, and
environmental events by which human beings conduct exchange aspects of their life”.
According to Ostrow & Smiths Dictionary of Marketing, consumer behaviour refers to “the actions of
consumer in the market place and understanding what causes consumer to buy particular goods and services as
they will be able to determine which products are needed in the market place, which are obsolete, and who are
the best to present the goods to the consumer”.

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2.1 Major factors affecting consumer behavior

Buying Behavior is the decision processes and acts of people involved in buying and using products. Need to
understand: Why consumers make the purchases? What factors influence consumer purchases? There are
various other factors influencing the purchases of consumer such as social, cultural, personal psychological,
aesthetical temporal and special factors.
2.2 Concept of shopping mall
A shopping mall, shopping center, shopping arcade, shopping precinct or simply mall is one or more buildings
forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to
easily walk from unit to unit, along with a parking area and a modern interior version of traditional
marketplace. The Oxford Advanced Learner’s Dictionary defines a shopping mall ‘as a large building or
covered area that has many shops / stores, restaurants, etc. inside it’
Shopping mall concept is a big hit with the sole purpose to provide everything under the sun under one roof or
in one big complex. Organized retail chain and mall stores are mushrooming in all major cities and towns of
India. Apart from private players in the organized retail chain business like ‘Shoppers Stop’, ‘Spencers’, ‘Food
Bazar’, ‘Hypercity’, ‘Inorbit’, ‘Big Bazar’ and so on, major industrial houses like Tata, Birla, Reliance, Bharti,
etc. have entered in retail business and have announced very ambitious future expansion plans. Modern retail
formats such as hypermarkets, superstores, discount stores, convenience stores are widely present in major
cities of India.

2.3 Atmospheric aspects:

A. Visual Factors: Visual factors of a physical environment such as a store that influences shopping behavior are:
B. Lighting: Good lighting creates a pleasant atmosphere and encourages customers to stay in the store longer. If
customers go into a store that is dull and dingy, they are not encouraged to stay very long (Pellet 1996). However, if
lights are harsh and glaring, retailers are going to find that it takes a toll on employees’ performance.
C. Colours and Fixtures: Retailers frequently use colours and fixtures to improve store environment. (Michon et al.,
2005) Given that, they help provide a classic in store ambiance. Proper colour contrast can enrich the store image and
perceived store or merchandise quality.
D. Layout and Displays: It is an established fact that changes in layout can affect the sales of a store (Bandyopadhyay et
al., 2001).
2.4 Non-visual factors
a. Sound and Music: Sound plays an increasingly critical role in helping retailers to entertain and inform customers
(Michon et al., 2005). Sound helps to create a unique environment as merchandisers are confronted more and more with
the monotony of merchandise in most stores (Michon et al., 2005). Sound, in the form of music, is commonly used to
entertain customers. Main advantage of using sound in the form of music is that it can greatly extend customers’ stay
time. Music is known to have a classical conditioning effect on consumers (Bandyopadhyay et al., 2001). Music also
makes the service environment look more positive to customers in waiting lines (Bandyopadhyay et al., 2001).
b. Odours and Smell: Studies have shown that ambient aromas both influence a consumer’s mood and the time he
spends in store. What’s more, the sense of smell has the greatest impact on emotions because, anatomically speaking,
nose is directly connected with olfactory lobe in the limbic system of the brain, which controls emotion (Maclean, 1973).
c. Crowding and Density: Retail store crowding influences the confidence of shopper. According to (Harell and Hutt,
1976), many consumers, after shopping in a crowded store, feel that they somewhat deviated from their original
shopping plan.
d. Staff or Salesperson: Results of study made by (Baker et al., 1995) indicated that ambiance and salespeople are more
likely to affect customers’ perceptions of merchandise and service quality than design factors such as color, displays,
store, and merchandise layout.
2.5. Spatial aspects
It is spatial behavior because it is influenced by spatial and geographic characteristics of the environment (mall) such as
layout, architecture of environment, colours and textures, etc.
2.6 Temporal aspect
Importance of time, as a major variable of interest in consumer behavior theory, had already been recognized in the early
stages of consumer research.
2.7. Buying process in mall
i. Needs Recognition: Consumer comes to the mall with need to visit certain stores in order to purchase specific items or
services;
ii. Information Search: perception and
Memorization processes
Alternatives’ Evaluation: Buyer can have choice of visiting many stores or kiosks to satisfy his/her needs, so he must
decide which stores to visit;
iii. Decision-making: Customer decides which store to visit;
iv. Acting: Customer acts by moving to his selected store; and
v. Post-Decision: Customer leaves the stores, and after his shopping trip, he leaves the mall.

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Need Recognition

Information search(Alternative
Evaluation

Buying Behaviour in Mall

Decision Making

Acting

Post Decision

Figure No. 1 Buying Process in the mall

2.8 Student Culture in Pune

There are around 2.23 Lac students coming to Pune City for their under graduation education at various institutes.
Undergraduate student prefers Malls for shopping of their necessities, personally or with their families. Students learn
new things about products, brands and services from malls. They find entertainment and amusement in the malls. Student
spends their pocket money on buying in malls.
3. LITERATURE REVIEW
a. Thomas J. Maronick and Ronald M. Stiff(1985) we describes a three year longitudinal study of the impact of
opening of a specialty retail center on shopping, dining-out, and entertainment behavior of a random sample of
residents of a major metropolitan area. Results show a dramatic increase in percentage of residents who visited
specialty center for dining-out and entertainment with a residual effect of increased visits to surrounding cultural and
entertainment facilities.
b. Peter H. Bloch et al. (1994) Although large enclosed shopping malls represent significant institutions in modem
Western culture, consumers’ activities within malls have been surprisingly under researched.
c. Dr. D. Sudharani Ravindran et al. (2009) Retailing sector in India has undergone significant transformation in
past 10 years. Organized retail industry in India is expected to grow at 25-30% annually and would triple in size
from Rs.35,000 crore in 2004-05 to Rs.109,000 crore ($24 billion) by 2010.
d. Krishnamoorthy et al. (2009) Organized retail growth in country has been triggered by tremendous increase in
consumer spending, which in turn is fuelled by rise in the disposable income. Shopping mall activity, which was
earlier, only a part of big cities, has started percolating down to smaller cities and towns. , These 19-25 year olds, the
older segment of generation Y constitute a bridge between adolescents and adults buying behavior is in transition.
e. Kamarulzaman (2010) Competition among shopping malls has led retailers to consider key factors of motivating
patrons to shop at their malls and stay longer. Purpose of this study is to assess factors that influence Malaysians to
visit shopping malls. A survey was conducted to assess mall-directed shopping habits and patrons shopping
motivation.
f. Marie Claude and et al. (2011) What is the effect of mall atmosphere in mall evaluation? Is this effect mediated by
self-congruity and functional congruity? Does effect of mall atmosphere on mall evaluation differ between adult and
teenage shoppers? If so how? Research reported in this study attempts to answer above questions. A survey of mall
shoppers was conducted (n=265) based on a mall intercept. and Survey findings indicate that mall atmosphere
positively affects functional congruity for both adults and teenage shoppers.
g. Nuseir, Mohammed and T. Arora, Nitin (2011) This research case study aims to identify the factors that mostly
affect consumer's choice decision for a mall / shopping center. Five factors have been used to define their effect on
Shopping Center Preference/ Choice Activity. It was found that shopping center features, ease shopping and suitable
atmosphere are most influential factors on consumer's choice decision for a mall / shopping center.
h. Thomas A. Musil (2011) This study is to focus on the real estate development and community interaction aspects of
US shopping malls. Existing research on shopping mall development and redevelopment can more comprehensively
address importance of malls to communities in which they are located.
4. RESEARCH METHODOLOGY
The research is conducted in Pune city across 35 major malls. The data is collected through structured questionnaire
from 770 undergraduate students at shopping malls by using convenient sampling method. The analysis includes
ANOVA, correlation. Inference is drawn on the basis of factual outcome of process.
4.1. Objectives
o To study the consumer buying process in shopping malls with special reference to undergraduate students.
o To explore the effect of aesthetics of shopping mall on buying behaviour of undergraduate students.
4.2. Hypothesis
o Ha: There is significant effect of aesthetics of shopping mall on buying behaviour of undergraduate students.
5. Data Analysis

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Table No. 1 Aesthetical factors of shopping mall related tables:

Sl. No. Statements Strongly Disagree Neutral Agree Strongly Agree
Disagree
1 Pleasant color combination 91 96 140 160 283
(11.8%) (12.5%) (18.2%) (20.8%) (36.8%)
2 Lightning at various places in 215 178 217 59 101
mall (27.9%) (23.1%) (28.2%) (7.7%) (13.1%)
3 Fresh air 36 95 198 205 236
(4.7%) (12.3%) (25.7%) (26.6%) (30.6%)
4 Controlled temperature 103 91 146 219 211
(13.4%) (11.8%) (19%) (28.4%) (27.4%)
5 Flooring and artistic ceiling 163 134 61 145 267
(21.2%) (17.4%) (7.9%) (18.8%) (34.7%)
6 Theme Designed in line with 130 101 168 134 237
the products staked at (16.9%) (13.1%) (21.8%) (17.4%) (30.8%)
particular place
7 Silent pleasant music 127 27 176 155 285
(16.5%) (3.5%) (22.9%) (20.1%) (37%)
8 Arraignments and flow 145 57 141 174 253
(18.8%) (7.4%) (18.3%) (22.6%) (32.9%)
Table No.2 Distribution of respondents and their opinion about factors influencing their buyer behavior
Sl. No Statements Strongly Disagree Neutral Agree Strongly
Disagree Agree
1 Easy access to the products 116 (15.1%) 46 178 172 258
helps me in my buying (6%) (23.1%) (22.3%) (33.5%)
process
2 More time I spent in 164 43 143 175 245
product access helps me to (21.3%) (5.6%) (18.6%) (22.7%) (31.8%)
buy the quality products
with available budgets.
3 Being mall is a social place 21 89 41 335 284
I feel safe and secured (2.7%) (11.6%) (5.3%) (43.5%) (36.9%)
4 The comparison between 55 82 113 242 278
substitutes and (7.1%) (10.6%) (14.7%) (31.4%) (36.1%)
complimentary product
helps me in my buying
process
5 Display of price and 105 138 206 138 183
discounts helps me to make (13.6%) (17.9%) (26.8%) (17.9%) (23.8%)
my decision.
6 Involvement and assistance 133(17.3%) 111(14.4%) 158(20.5%) 177(23%) 191(24.8%)
of sales person Helps me in
buying process
Table No.3 Distribution of the respondents and their opinion about visiting purpose
Sl. No. Statements Rarely Sometimes Mostly
1 Purchase of food and beverages 267(34.7%) 240(31.2%) 263(34.2%)
2 For socialization (Hang out with friends) 146(19%) 294(38.2%) 330(42.9%)
3 Purchase of lifestyle products 195(25.3%) 282(36.6%) 293(38.1%)
4 Purchase of durables 287(37.3%) 236(30.6%) 247(32.1%)
5 Exploration of new trends and fashion in market 176(22.9%) 293(38.1%) 301(39.1%)
Table No.4 Distribution of the respondents and their various dimensions of purpose of visit and buying behaviour in shopping mall
Dimensions Low High Min. Max. S.D Median Mean Mean
N % n % Rank
Influencing factors 397 51.6 373 48.4 8 29 3.284 21.00 21.14 1
for buying
behavior
Purpose of Visit 382 49.6 388 50.4 5 15 1.823 11.00 10.47 2
Overall purpose of 363 47.1 407 52.9 16 41 3.601 32.00 31.61 -
visit and buying
behaviour in
shopping mall

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The above table reveals that more than half (51.6 per cent) of the respondents were low level influencing factors for buying
behavior and remaining 48.4 per cent of the respondents were high level. The mean and S.D value is 21.14±3.284.
More than half (50.4 per cent) of the respondents were high level opinion about purpose of visiting and remaining 49.6 per cent of
the respondents were low level. The mean and S.D value is 10.47±1.823.
More than half (52.9 per cent) of the respondents were high level opinion about overall influencing factors and buying behaviour
and remaining 47.1 per cent of the respondents were low level. The mean and S.D value is 31.61±3.601.

5.2 Hypothesis Testing

Ha1: There is a significant relationship between factors influencing undergraduate students buying behavior and Aesthetical
Factors of Shopping Mall.
Regression relationship between factors influencing buying behavior and aesthetical factors of shopping mall

Model Summary
Model R R Square Adjusted R Square Std. Error of the Estimate
1 .170(a) .029 .028 3.238
a Predictors: (Constant), Aesthetical Factors of Shopping Mall

ANOVA(b)
Model Sum of Squares Df Mean Square F Sig.
1 Regression 240.557 1 240.557 22.945 .000(a)
Residual 8051.729 768 10.484
Total 8292.286 769
a Predictors: (Constant), Aesthetical Factors of Shopping Mall
b Dependent Variable: Factors influencing buying behavior

Coefficients(a)
Unstandardized Coefficients Standardized Coefficients t Sig.

Model B Std. Error Beta

1 (Constant) 17.701 .728 24.318 .000

Aesthetical Factors of Shopping Mall .128 .027 .170 4.790 .000
a Dependent Variable: Factors influencing buying behavior

6. FINDINGS
Above regression analysis table reveals that there is a significant relationship between factors influencing buying behavior and
Aesthetical Factors of Shopping Mall. Hence, the calculated value is less than table value (.000<0.05). Research hypothesis is
accepted. So we can say that There is significant effect of aesthetics of shopping mall on buying behaviour of undergraduate
students.
5.1. Aesthetical factors of shopping mall
o One third (36.8 per cent) of the respondents were strongly agreed about overall pleasant color combination
o 28.2% were neutral that lightning at various places in mall
o 30.6% strongly agreed about fresh air
o 28.4% were agreed about temperatures are controlled
o 34.7% were strongly agreed about flooring and artistic ceiling
o 30.8% were strongly agreed about theme designed in line with products staked at particular place
o 37% were strongly agreed about silent pleasant music are good
o 32.9% were strongly agreed that overall arraignments and flow
5.2. Buying behaviour in shopping mall
o One third (33.5 per cent) of the respondents were strongly agreed that easy access to the products helps their buying process
o One third (31.8 per cent) of the respondents were strongly agreed that more time to spend in product access helps them to buy
the quality products with available budgets
o Nearly half (43.5 per cent) of the respondents were agreed that being mall is a social place feel safe and secured
o More than one third (36.1 per cent) of the respondents were strongly agreed that comparison between substitutes and
complimentary product helps me for their buying process
o More than one fourth (26.8 per cent) of the respondents were neutral that display of price and discounts helps their decision
o One fourth (24.8 per cent) of the respondents were strongly agreed that sales person helps their buying process

5.3. Visiting Purpose

o One third (34.7 per cent) of the respondents were rarely purchase of food and beverages

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o Nearly half (42.9 per cent) of the respondents were mostly socialization (hang out with friends)
o More than one third (38.1 per cent) of the respondents were mostly that purchase of lifestyle products
o More than one third (37.3 per cent) of the respondents were rarely purchase of durables
o More than one third (39.1 per cent) of the respondents were mostly exploration of new trends and fashion in market
7. CONCLUSION
The inference statistics reveals that Aesthetical Factors of Shopping Malls have significant impact on buying behavior of
undergraduate students. While considering each factor in isolation there is average impact of 32.42% only. But considering these
factors together makes considerable impact on buying behaviour undergraduate students so it is very necessary for mall
management to give the prime importance to these aesthetical elements which attracts the consumer and influence their buying
behaviour mainly undergraduate students and can provide them best shopping experience. The proper use of these aesthetical
elements in right manner will help the mall management to develop efficient and effective strategy which increases the mall
performance and leads to greater customer satisfaction.
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