Indian consumer style inventory and its role in predicting Indian mall patronage intention

Abstract

The emergence of organised retail formats like malls in India has metamorphosed the retail scenario and transformed the consumers' shopping patterns. Consumer style inventory (CSI) has been successfully adapted for understanding consumers across various cultures. The scale has established efficacy in predicting consumer behaviour across various consumer domains. This study aims at adapting the CSI to Indian consumer market to understand the consumer shopping orientations. Further, this paper intends to study the relationship between consumer shopping orientations and the intention to mall patronage. The research employs exploratory factor analysis to see the applicability of the scales to Indian market. Step–wise regression analysis is performed to examine the role of CSI in predicting the mall patronage intention. It is envisaged that the results would provide valuable insights into the Indian consumers' shopping orientation and would serve as important inputs for mall marketing strategies.