Determinants of Mall Image in the Indian Context: Focus on Environment

Multitude of options available before the consumer has made the environment competitive for the shopping malls and they need to differentiate themselves from the competition. Shopping mall image is a useful instrument to do so as it is strongly associated with vital parameters of mall success. Different studies conducted in the past have identified different dimensions of mall image. Present study proposes and validates a four-factor model of mall image for the Indian context. Results are based on a sample of 216 respondents col-lected from different malls. The model is analysed and authenticated using second-degree confirmatory factor analysis using Analysis of Moment Structures (AMOS). Results indicate that the four dimensions constituting mall image are accessibility, atmospherics, tenant-mix and facilities. The research reveals that atmospherics is the strongest determinant of mall image in the Indian context, whereas accessibility is the least potent. The article ends with a discussion on strategies that Indian mall developers and managers may use to improve mall image in the minds of consumers