A study on Consumer Decision making towards organised and unorganised retailing in Mumbai City

Abstract

In urban areas a marketplace achieves differentiation from different market formats – unorganized shops (shopping malls) and street markets (Fashion Street) through the pursuit of singular orientations following the hedonic and utilitarian dimensions of shopping. This article discusses how consumer decision-making styles shift towards shopping at malls as well as street markets in Mumbai City. The study attempts to analyze the impact of the socio demographic locations of street markets on the convenience and costs borne by consumers. This study discusses the impact of growing congestion in urban marketplace due to overlapping of market territories of shopping malls and street markets in urban areas of Mumbai. This study also entails the important factors that can help symbiotic existence of both shopping malls and street markets in urban areas of Mumbai. The analysis has been carried out in reference to the shopping conveniences and shopping behavior. The results of the study evidence the complex consumer decision-making styles towards shopping malls and street markets based on competitive advantages. Street markets are largely preferred by the shoppers as they exhibit ethnic and cultural attributes while cross-cultural attributes of stores and shopping ambience is found to be one of the major determinants of shopping behavior.