The Dynamics of Consumer Behaviour in Indian Shopping Malls: A Literature Review.

Consumer behaviour in Indian shopping malls is experiencing significant changes due to socio-demographic shifts, digital retail advancements, experiential marketing, and sustainability issues. This literature review analyses many worldwide and regional studies to identify trends and factors influencing consumer decision-making in mall settings. Elements such as atmosphere, accessibility, brand assortment, social engagement, and technological adoption substantially influence consumer happiness and shopping frequency. In the Indian setting, accessibility, family-centric amenities, gender-specific behaviours, and increasing sustainability awareness significantly influence mall preferences. Moreover, research from global markets, notably South Korea, European Union nations, Malaysia, Hong Kong, and China, provides comparative insights into the interplay of cultural, technological, as well as urban design factors with retail strategy. Notwithstanding a substantial corpus of studies on customer preferences, nascent themes such as XR technological devices, mobile applications, and environmental design are inadequately examined in Indian shopping malls. This analysis consolidates ideas from national and international academic sources and finds research deficiencies in comprehending emotional involvement, digital revolution, and post-pandemic behavioural alterations in consumer behaviour within shopping malls. The article finishes by emphasising the implications for mall developers, merchants, and policymakers aiming to improve the consumer experience, cultivate loyalty, and tackle contemporary retail difficulties with smart, consumer-focused innovations.