The entry of multinational firms is likely to increase competition and provide better deals to consumers in emerging markets such as India, China and Brazil. In this context, this paper aims to examine the factors determining the consumers’ preferences for shopping at large malls in an emerging market as compared to small outlets (in particular, young consumers’ preferences).
The present study is based on a survey of 200 consumers at large retail malls in India, the second-fastest growing emerging market.
The findings suggest that mostly young consumers prefer to shop in large malls because of the availability of the latest, well-known brands and discounted prices, which implies that service quality is not a primary factor.
The author posits theoretical propositions to stimulate further research. The insights from the study would be useful for strategic marketing for retailers.
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