5 Ashok - 5 months ago
Visiting a shopping mall is a very common act in today’s world. Shopping malls have become a central hub for a diverse set of activities ranging from being an access point to satisfy basic needs for food and clothing to being a social mecca where customers can engage in common interests. Over the last decade, the influx of competitors in the mall arena has forced managers to develop strategies that elevate themselves above the competition. As a result, different malls have deliberately introduced unique attributes to serve as a magnet to attract shoppers. . A thorough understanding of the customer base will enable mall managers to more effectively develop focused marketing and communication strategies that appeal to potential customers. Market segmentation, a well-known business tool used to group customers into practical groups, will assist in developing these strategies. It will also provide some insight into consumer behaviour in the mall context.