Identification of key drivers to Shopping Malls: A Case of Indore City

The current research is intended to identify the factors that significantly influence the consumers to visit the modern retail mall in Indore, India. A total of 350 mall customers of Indore City were surveyed. Exploratory factor analysis was used to identify the factors, and one-sample T-test was used to rank the factors based on their mean scores. The findings indicate that there is a significant influence of all the factors like entertainment, variety and visual merchandising, discount, ambience, and social status on consumers' visits to the malls. The results of the study are highly beneficial for the strategist of the retail outlets to understand a diversified set of benefits that the visitors of retail outlet associate with and to formulate the strategy to retain the existing customer. To the best of the author's knowledge, this type of research is not conducted in the shopping malls of Indore.