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The idea of shopping has dramatically changed over the years. It is no longer a mere necessity involving need-based purchases. The gradual emergence of organized retail sector has transformed the consumers’ view of shopping who now demand experiential features such as dining, movies, recreation and lifestyle activities. The organized formats such as malls, hypermarkets and chain stores have taken over the traditional markets and kirana stores. Thus, consumers choosing their shopping site has become a complex decision making process. This study aims to qualitatively explore the various factors which influence the consumers while choosing between malls and unorganized markets for shopping. For this, semi-structured interviews with frequent shoppers were conducted to collect data. The analysis yielded various determinants of consumers’ retail choice behaviour which were classified into three broad categories i.e. consumer characteristics, characteristics of the shopping trip and consumer perception of retail characteristics. The determinants have been discussed along with concluding remarks, study limitations and future research directions.

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How to Cite
Nithya Raguprasadh. (2019). Retail Choice Behaviour: Malls vs. Unorganized Markets. History Research Journal, 5(6), 553-566. Retrieved from