Abstract
This study is two pronged; at one level it explores the role of various mall promotion schemes towards building the image of shoppers. Secondly, it attempts to explain whether this type of promotion can influence the mall patronage. The study is conducted in Lakeside shopping Centre being one of the biggest regional Shopping Centers in the UK with a retail area of more than 1430000 square feet. This study uses the mall intercept technique to collect the data using a questionnaire. The study finds that Mall attitude and mall patronage is influenced by three major factors; mall atmosphere, mall sales promotion and mall assortment. It was also found in the study that, price based promotion is important, however mall management cannot ignore non-price based promotion. Particularly, for developing a positive attitude towards mall, atmospherics and mall assortment is more important than price based promotion.
Keyword(s)
Sale Promotion, Shopping Malls, Shopping Environment, Merchandising