Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

CONSUMERS’ VIEW ON SHOPPING CENTERS: A

COMPARISON OF MALL VERSUS FLEA MARKETS IN
INDIA
Shashank Mehra, SBM Navi Mumbai, NMIMS Deemed to be University,
Mumbai
Bharath Supra, SBM Navi Mumbai, NMIMS Deemed to be University,
Mumbai
Meru Gupta, MIT ADT University, Pune
ABSTRACT

Purpose: This article examines the perspectives of consumers about two retail
purchasing destinations: flea markets and shopping malls.This research examines, contrasts,
and compares the shopping attributes of utilitarian value, hedonic value, facility convenience,
playfulness, and efficiency value to establish which elements, have the most impact on store
satisfaction for each shopping destination.
Design/methodology/approach: Data was collected from 302 consumers: with
experience in both the markets. Factor analysis measured consumers’ perception for Malls and
Flea market with respect to a number of variables mapped similarly for both the markets.
Stepwise regression analysis and paired t test were employed to investigate the nature and
significance of the observed differences.
Findings: Customer perception of satisfaction on various attributes varies across the
market type. For both the market type Utilitarian value, facility convenience, playfulness and
efficiency value significantly influenced satisfaction; however, hedonic value is insignificant for
flea market and significant for mall market. Stepwise regression indicated that each market
attribute contributed differently to market satisfaction for mall and flea market. A paired t-test
reveals a statistically significant difference between malls and flea markets on all criteria.
Originality/value: The patronage of retail marketplaces is contingent on customer
satisfaction; both malls and flea markets compete to attract customers, Both the markets co-
exist but comparison of mall versus flea market is scarce and unique and very limited work has
been done in this area.
Keywords: Flea Market, Utilitarian Value, Hedonic Value; Efficiency Value, Customer
Satisfaction.

INTRODUCTION

Flea Market and Malls are the two diverse traditional and modern destinations of retail
shopping respectively. The Indian retail industry is in transformation stage; and is considered to
be one of the most vibrant and fastest emerging sectors in India. According to India Brand

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

Equity Foundation (September, 2018), retail industry in India is estimated to grow to US$ 1.2
trillion by 2020 from US$ 680 billion in 2017. As per the data and estimates, India is considered
to be the fifth most sought-after retail destination globally. In terms of per capita retail store
availability, the country is among the highest in the world.
Retail transformation has taken place in multiple ways and directions. The paper,
however, focuses on two retail shopping destinations: Flea Market and Malls the traditional and
the modern respectively. The important impetuses to transformation in the industry are - shift in
demographic profile of the consumers, rapid economic growth, and growing disposable income,
changed lifestyle of middle-class consumers, urbanization, changed consumer tastes and
preferences. Besides, diversification in retail formats has taken place due to the continuously
changing nature of business models developed by retailers, who construct, modify and cast off
these formats in response to changes in the business environment Reynolds et al. (2007).
As shopping centres play a crucial role in the marketing distribution system, some
experts have also questioned the future of shopping centers Finn & Louviere (1996). Hence, the
paper tries to find out the major objective of the research is to find out and predict the choice
criteria of consumer for mall market and flea market.

LITERATURE REVIEW

Flea Market

Flea Market has existed for a very long time, all over the world. Ha (2014) defined flea
market as a “building or open space where traders sell a variety of products or services from
open stalls, of which the transactions are informal and tend to be cash heavy”. He further
continued that these typically contain an element of local flavour which generally includes hand
crafted and antique items, while often neglecting mass produced goods. The fact that flea
markets often consist of independent and locally owned businesses which are run by
entrepreneurs themselves, differentiates flea markets from other retail activity Ha (2014).
Cross & Morales (2007) considered flea markets to be a part of the informal economy, in
contrast to formal retail spaces such as shopping malls.
The researchers discovered that the experience of buying at a flea market: Variety of
products, thrill of searching interesting stuffs, bargaining, the possibility of negotiating, lower
price, socializing, interaction; otherwise not offered in a regular mall Belk et al. (1988); Sherman
et al. (1985) adds to customers’ shopping excitement and carries weightage.
The new shopping destination- Shopping malls are a new phenomenon, whereas, flea
markets with a variety of stores catering to the needs of customers are part and parcel of socio-
economic, ethnic and cultural engagement of the local community and have existed in
developing country like India for many years.
De Villiers et al. (2018) found location of flea market; Petrescu & Bhatli (2013)
discovered low prices, possibility of bargains and need for socializing and communication play
key role in creating a pleasant market experience and purchase intention for customers. For
consumers retailing and buying from flea market is a parallel leisure a shift from routine
shopping Powe (2006).

Shopping Mall

“Shopping mall is a group of retail business planned, developed, owned and managed as a

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

unit”, Kotler & Armstrong (2002). The malls are attractive locations meant for the purpose of
social interactions and entertainment and are based on the ‘principle of cumulative attraction’
Nelson (1958). Malls, initially, meant to offer a wider selection of stores and products to
customers at a single site Bloch et al. (1994) are more frequently visited now, for more eye-
catching and a wide array of stores El-Adly (2007) and for getting all the facilities at single
location. Wakefield & Baker (1998) recognized different patterns of the shopping malls
environment: appearance, enjoyment, aesthetics, high levels of purchasing, escape from
boredom, physical design, variety, and socializing have been recognized by Bloch et al. (1994);
Geuens et al. (2001) while Hu & Jasper (2007) identified five major factors i.e. choice, crowds,
convenience, parking, ambiance and hedonic shopping orientation. With reference to India,
Pookulangara & Knight (2013) considered shopping malls as the pacesetter in the growth of
organized retail in India. Jhamb & Kiran (2012) believe that most of the shopping malls in India
are developed to offer different advantages of shopping to patrons at one place.

Objective

The objective of this study is to measure impact of certain attributes of market choice on
customer satisfaction with mall market and flea market and to determine if customer perception
differs on customer satisfaction by these market attributes for the market types under
consideration.

HYPOTHESIS AND CONSTRUCTS

Utilitarian Value

Utilitarian value is defined as “an overall assessment (i.e., judgment) of functional

benefits and sacrifices” Overby et al. (2006) more focussed towards the gains received from the
shopping experience and functional product benefits Tauber (1972). Bettman (1979) found that
the Indian shoppers want to make their shopping experience more cost-effective by saving their
time, efforts and money. Customers perceive value when they feel contented after getting a
branded product at discounted rates without putting much effort into shopping Babin & Darden
(1996). Peñaloza et al. (2015) found that among all the levels except lower socioeconomic
levels, utilitarian value dominated the reasons.

H1a: Utilitarian value is positively related to consumer satisfaction for both mall market and flea
market

H1b: There is significant difference between mall market and flea market with respect to Utilitarian
dimension

Hedonic Value

There are several customers who view shopping experience as hedonic i.e. fun Jones et al.
(2006). “The hedonic values are more personal and subjective than utilitarian value, resulting in
fun, fantasy, multisensory and emotional aspects of shopping experience with the products”. For
some hedonic shoppers, shopping malls are considered as a place of materialism Singh D (2018);
Gu & Hung (2009) leisure and entertainment (Bloch et al., 1994; Deb, 2012) because of themed
environments, events and contests, food courts, gaming zone, music, aroma, seating space, and

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

overall store atmospherics Chandon et al. (2000); Deb (2012); for others, purchases from
shopping mall is related to increased status in the society Deb (2012).

H2a: Hedonic value is positively related to consumer satisfaction for both mall market and flea market

H2b: There is significant difference between mall market and flea market with respect to Hedonic
dimension

Facility Convenience

Shoppers might discard their shopping or withdraw their patronage due to way finding in
Venue and crowding Michon et al. (2005). Shoppers are excluding cluttered aisles, packed racks
and crowded walkways Eroglu & Machleit (1990), and this adversely influence search of desired
products, possession of the products and transaction conveniences Seiders et al. (2000).
Other distinctive convenience patronage features are parking facility, easy entry into and exit
from the mall and proper navigation facility Dogu & Erkip (2000); Haytko & Baker (2004).

H3a: Facility Convenience is positively related to consumer satisfaction for both mall market and flea
market

H3b: There is significant difference between mall market and flea market with respect to Facility
Convenience

Playfulness

Playfulness refers to active engagement in shopping for pleasure, intrinsic enjoyment and
an escape from routine dull consumption life Huizinga (1955); Unger & Kernan (1983); Keng et
al. (2007). “Perceived playfulness, is an inner, initiative and self-oriented experience” Holbrook
(1994) and acts as an elevating ability working outside of prompt material interests Day
(1981).The playful shopping value represents the potential pleasure and poignant worth of
shopping Bellenger et al. (1976). As per Holbrook (1994) “perceived playfulness, which is
created by customers themselves, is an inner, initiative and self-oriented experience.

H4a: Playfulness is positively related to consumer satisfaction for both mall market and flea market

H4b: There is significant difference between mall market and flea market with respect to Playfulness
dimension

Efficiency Value

According to Keng et al. (2007) the efficiency value reflects the functional aspects of
shopping and investment in economic, temporal, behavioral and psychological resources results in
a high return while shopping. The consumer may experience efficiency return in terms of
economic utility the perception of affordable quality Thaler (1985); Grewal & Monroe (1998) as
well as value derived from the effectiveness of an exchange encounter Holbrook (1994; Zeithaml
(1988).

H5a: Efficiency value is positively related to consumer satisfaction for both mall market and flea market

H5b: There is significant difference between mall market and flea market with respect to Efficiency
Value

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

Customer Satisfaction

“Customer satisfaction is identified by a response (cognitive or affective) that pertains

to a particular focus (i.e. a purchase experience and/or the associated product) and occurs at a
certain time (i.e. post-purchase, post-consumption)” Giese & Cote’s (2000). It influences attitude,
repurchase, and word-of-mouth communication Sivadas & Baker-Prewitt (2000) leads to
customer loyalty Oliver (1997) and greater customer retention Day (1994); and finally influences
firm’s profit Anderson et al. (1994).

H6b: There is significant difference between mall market and flea market with respect to Customer
Satisfaction

METHODOLOGY

To study and determine the consumer choice criteria for Mall market and flea market, a
structured survey was established. After extensive literature review well-established constructs
were used to study the choice dimensions of consumers’ for both the type of retail market. These
constructs are well established for mall markets in most of the developed countries and developing
countries; however, some of the constructs are tested for flea markets too but not that extensively.
Structured undisguised questionnaire were prepared to test the consumer perception and motive
for purchasing from these two kinds of market. The questionnaire consists of items for mall vis-à-
vis flea market and consumer perception and motives been measured on 5 point agreement scale.
The survey was pretested among group of consumers who are familiar with both mall
market and flea market. At home survey method was used in NCR (National capital region of
Delhi).
The researchers first asked the respondent, if they have shopped at a shopping mall, and
provided list of famous shopping malls in NCR. Respondents picked the name(s) of the famous
shopping market where they purchased required items. The participants were then asked about
specific questions regarding demographic and choice criteria for their purchasing with respect to
the constructs of utilitarian value, hedonic value, facility convenience, playfulness, and
efficiency value and customer satisfaction. Next, researchers asked the participants, if they had
bought at flea market, and if so, they were asked to name the famous flea markets in Delhi-NCR
from where they have done their shopping. The same questions related to customer behaviour
were asked for flea market too.
Respondents were asked to give their responses on theses 21 items on a five point Likert
scale (5: Strongly Agree, 1: Strongly Disagree). The experience of customers been adjudged with
the structured questionnaire with respect to their perception and motives for choice criteria of
shopping experience from mall and flea market.
Only those respondents were picked who purchased products at least twice from both
types of markets in last six months. Market type was checked to ensure the market selected, fit
with the description of the corresponding market type where possible (Table 1).
Questionnaires were given to 500 respondents. About 105 respondents purchased
products only from one type of market and 93 questionnaires were incomplete to analyse.

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

Only 302 questionnaires were usable for mall and flea market with regard to consumer shopping
experience (Table 2).

Table 1
LIST OF MALL MARKET AND FLEA MARKET PATRONIZED BY THE RESPONDENTS
Mall Market Flea Market
Ansal Mall Janpath & Tibetan Market, CP
Pacific Mall Dilli Haat, INA
EDM Mall Sarojini Nagar Market
Select Citywalk Karol Bagh Market
DLF Emporio Central Market, Lajpat Nagar
Ambience Mall Chandni Chowk
The Great India Palace Palika Bazaar
Ansal Plaza GK Market
Metro Walk Mall Khan Market
Great India Place Mall, Noida
DLF Mall of India, Noida

The result of the demographic classification is explained below Table 2

Table 2
DEMOGRAPHIC CLASSIFICATION OF THE RESPONDENTS
Demographic Frequency Percentage
Gender
Male 136 45.0
Female 166 55.0
Total 302 100.0
Age
15-25 years 94 31.1
26-35 years 113 37.4
36-45 years 20 6.6
46-55 years 55 18.2
Over 56 years 20 6.6
Total 302 100.0
Occupation
Student 80 26.5
Government Job 21 7.0
Business 56 18.5
Self Employed 145 48.0
Total 302 100.0
Annual Income
Less than Rs 3,00,000 82 27.2
3,00,001-5,00,000 143 47.4
5,00,001-7,00,000 44 14.6
Above 7,00,001 33 10.9
Total 302 100.0

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

DATA ANALYSIS

We have taken 21 questions on consumer perception on market selection with regard to

both mall market and flea market. Utilitarian, hedonic, facility convenience, playfulness and
efficiency values were factor analyzed using principle component analysis with Kaiser
Normalization and varimax rotation for both mall market and flea market. The factor analysis
results as shown in Table 3, extracted six factors with 21 items.
Each factor retrieved has three to six items per factor; and coefficient α ranged from
0.823 to 0.918 for both mall market and flea market. All the coefficient alpha values are above
the well- established 0.70 minimum recommended value Nunnally (1994).
The same factor structure was present for both the market type i.e. mall market and flea
markets as shown in Table 3. Table 3 represents Cronbach’s alpha, factor loadings of each item.

Scale Reliability and factor loadings

Table 3
SCALE RELIABILITY AND FACTOR LOADINGS OF EACH ITEM FOR MALL MARKET
AND FLEA MARKET
Questions Mall Market Flea Market
Utilitarian (α=.915) (α=.947)
I get the competitive prices of the products .874 .899
large variety of stores .880 .906
I'm satisfied with the merchandise quality of the products .853 .913
availability of wide product selection .838 .907
Eigen Value 2.485 3.120
Hedonic (α=.918) (α=.964)
Market is having entertainment facilities .867 .927
Market is having eating places .839 .915
Market is having special events/exhibitions and .831 .931
It is fun place to spend time .864 .936
It is "In place" to shop .784 .903
Eigen Value 3.949 4.029
Facility Convenience (α=.950) (α=.971)
It has a good parking facility .896 .896
I'm satisfied with the security .872 .903
Ease of access in and out of the market place .893 .923
Limited congestion in walkways/crowding .882 .866
Free traffic flow in and out of the market .878 .918
It is good place for shopping with children .858 .927
Eigen Value 7.877 9.538
Playfulness (α=.851) (α=.916)
Shopping at market place makes me cheerful .880 .837
I feel happy when I shop at this market place .908 .861
Shopping at MARKET PLACE makes me forget my .824 .855
Eigen Value 2.270 2.080

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

Efficiency Value (α=.808) (α=.858)

Shopping from MARKET PLACE makes my life easier .818 .820
Shopping at MARKET PLACE fits my schedule .767 .815
The product assortment at MARKET PLACE fits my .806 .832
Eigen Value 1.396 1.319
Satisfaction (α=.904) (α=.917)
Compared to other markets, I am very satisfied with this .700 .568
Based on all my experiences with this marekt, I am very .784 .676
In general, I am satisfied with this market .788 .716
Eigen Value 1.201 1.002

Regression Analysis

Stepwise multiple regression analysis was applied to test the hypothesis H1a to H5a and to
measure customer satisfaction on five predictor constructs on customer satisfaction for both mall
market and flea market (Table 4).

Table 4
STEP WISE REGRESSION FOR MALL MARKET AND FLEA MARKET
Mall Market
Model/depende R R2 Adj. SE of Sum of df Mean F Sig.
ntvariable R 2 estima Squares squar
te e
Regression 68.007
.7 .534 .526 1.446 711.140 5 142.2 .000b
31 28
a

Residual 621.137 297 2.091

Total 1332.277 302
Flea Market
Regression .8 .681 .676 1.83014 2123.24 5 424.64 126.78 .000b
2 4 9 3
5a
Residual 994.776 29 3.349
7
Total 3118.02 30
0 2

Standardized and Unstandardized coefficients are shown in Table 5

Table 5
STANDARDIZED AND UNSTANDARDIZED COEFFICIENTS
Variable Order Unstandardized Standardized
entered Coefficients Coefficients T Sig.
Β Std. Error β
(Constant) 1.326 .629 2.108 .036
Hedonic value _MM 1 .149 .021 .314 7.221 .000
Efficiency value _MM 2 .288 .048 .277 6.028 .000
Facility convenience _MM 3 .100 .016 .267 6.395 .000

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

Utilitarian value _MM 4 .108 .026 .188 4.184 .000

Playfulness _MM 5 .089 .035 .103 2.559 .011
R2=.534,adj. R2=.526,Sig.<05
(Constant) -1.997 .590 -3.387 .001
Playfulness _FM 1 .489 .045 .434 10.941 .000
Utilitarian value_FM 2 .206 .026 .280 7.936 .000
Efficiency value _FM 3 .333 .055 .230 6.023 .000
Facility convenience _FM 4 .087 .018 .180 4.836 .000
R2=.677, adj. R2=.673.,Sig.<05
MM-Mall Market, FM-Flea Market.

Stepwise regression method evaluates the contribution of each explanatory variable on pre-
specified criteria before it is to be added in the regression equation. This method demonstrates
which explanatory or predictor variable (construct) is having maximum impact on the dependent
variable. Based on the objectives of the study and used measurement scale, and the earlier work
of retail format choice researchers Shim & Kotsiopulos (1992 a,b) multiple regression analysis
been used to measure customer satisfaction through various predictors for market attributes. Step
wise multiple regression analysis explains and describes the significant predictors of market
choice attributes (including description on each explanatory variables direction and effect size)
for both Mall and Flea markets types.
According to Shim & Kotsiopulos (1992a) each market attribute (factor) is the sum of the
various items, and each factor is used as a predictor in the analysis.
For the mall and flea markets, step wise regression models were significant, with distinct
predictors appeared at each step as per the importance and direction based on the type of market.
To check the multicollinearity of the predictors, all the values are having VIF (Variance Inflation
factor) less than 5 and all the tolerance values were more than 0.10 Hair et al. (2010) for both the
models.
The final regression equations as presented in Table 4 display similarities and differences
for market types (Mall and Flea). The same five constructs loaded into both models, but in a
different order, explaining that utilitarian, hedonic, facility convenience, playfulness and efficacy
values, all influence customer satisfaction, the result indicates hedonic value does not fit for Flea
market and the factor is insignificant. The result of step wise regression indicates that each
predictor contributes differently to customer satisfaction for market type (Mall and Flea).
The regression model for Mall market was significant (F=68.007, p <0.05, R2= 0.534 and
adjusted R2=0.0.526) (Table 4) with hedonic value (std. β= 0.314, p <0.05), efficiency value (std.
β= 0.277, p <0.05), facility convenience (std. β= 0.267, p <0.05), Utility value (std. β= 0.188, p
<0.05), and playfulness (std. β= 0.103, p <0.05) as significant predictors. All five constructs
contributed positively to customer satisfaction with mall market.
The regression model for flea market was significant (F=126.783, p <0.05, R2= 0.0.681
and adjusted R2=0.676) (Table 4) with playfulness (std. β=0.434, p <0.05), utility value (std. β=
0.280, p <0.05), Efficiency value (std. β= 0.230, p <0.05), facility convenience (std. β=0.180, p
<0.05) as significant predictor. Four constructs out of five contributed positively to customer

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Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

satisfaction with flea market. Hedonic value is not significant predictor for flea market.
Researcher concludes that for mall market H1a, H2a, H3a, H4a, H5a has been supported.
For Flea market H2a, H3a, H4a, H5a has been supported and H1a not supported.
Comparison of Customer perceptions of market features for mall and flea market
explained. As shown in table 5, the item-wise mean ratings and composite score of Utilitarian
value features of flea market are significantly higher than those of mall market. For all other factors
viz. hedonic value, facility convenience, efficiency value and satisfaction wise mean rating and
composite score of the mall market are better than flea market. All hypothesis H1b,H2b, H3b,
H4b, H5b, H6b been supported.

DISCUSSION

The regressions weights highlight the shopping attributes’ importance from consumers’
point of view for mall market and for flea market; and depict that customer perception on various
attributes vary across the market type.
First, respondents feel that on Utilitarian dimension Flea market is better than the Mall
market; as they provide competitive prices, large variety of store, wide product selection and
good merchandise quality of the products. Our research confirms the results discussed by Gao &
Simonson (2015) that “the more products a retail outlet offers, the more consumer segments will
be attracted”; and Flea market offers a wide range of variety. The research also supports that
product assortment and market experience positively influence consumer’s purchase intention
and market loyalty for flea market Venter De Villiers, V et al. (2018).
Secondly, customers believe that hedonic dimension of mall market is ahead of flea
markets. Our findings are in line with the study of Michon et al. (2008); Chang et al. (2004); they
found that “mall environment to have a stronger influence on the hedonic experience of fashions
leaders”. The results indicate consumers’ preference for mall environment in comparison to flea
market for hedonic dimension.
Thirdly, the research shows that facility convenience is rated higher for mall markets in
comparison to flea market.
Fourth, Results indicate that Flea markets are perceived to be better than mall markets as
customers feel that it keeps them cheerful, happy and helps them forget their troubles. The reason
associated with this criterion is similar with the work of Rajagopal (2009).
Fifth, The results are consistent with Holbrook (1994); Zeithaml (1988); Baker et al (2002)
that shopping mall market offers shopper friendly environment for consumers on efficiency value
and with Keng et al (2007) that perceived efficiency value indicates better competitive advantage
for the provider who can deliver availability, cost, speed and convenience to customers.

SUGGESTIONS

The flea market should incorporate more hedonistic elements and seek to improve the
safety of the walkways, as well as the flow of traffic. It is also important that they focus on the
facility convenience.
Mall market should look at not only on the ambience and recreational shopping
requirements but also efficiency-related requirements of the customers. Additionally, they should
work on utilitarian dimension and playfulness as well.

10 1528-2678-27-S3-008
Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.
Academy of Marketing Studies Journal Volume 27, Special Issue 3, 2023

LIMITATIONS

The sample size is confined to Delhi and NCR, the reason being, it is the market place
where a large number of shopping malls and flea markets co-exist. However, the NCR-Delhi is
not the representative population of the whole country.
The other limitation is in selection of five possible attributes that are influencing both mall
markets and flea markets. Several other attributes which can influence both the markets such as
location, trading area analysis and many more have not been considered With respect to empirical
research studies some limitations are associated with methodology, data collection, sampling and
generalizability issues also exist.
The research used cross sectional method, while for this type of study, longitudinal study
which determines the pattern switching behaviour of the consumers, can also be possible.

FUTURE SCOPE OF RESEARCH

Future researchers can do more exhaustive literature review and add more attributes which
can influence the satisfaction level and market choice attributes. Longitudinal study can be
conducted to understand the pattern of switching behaviour of the customers. The wider sample
size can lead to more generalized conclusion.

CONCLUSION

Despite paradigm shift in Urbanization, socio-demographic movement, consumer’s

lifestyle and the resulting growth of organized shopping malls in big cities in India; the
unorganized and cluttered flea markets are able to attract a large number of customers and offer
latest fashion at low price. The entry and development of malls initially, seemed a threat to flea
market but , the consumers have accepted the coexistence of shopping malls and flea markets in
urban areas for different reasons, requirements and attributes. The result of the study clearly
distinguishes customers’ perceptions of the market features of Mall market and Flea market
which can help mall promoters and flea marketers to reorient and devise suitable strategies to
attract a greater number of consumers towards their stores.

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Received: 19-Nov-2022, Manuscript No. AMSJ-22-12913; Editor assigned: 20-Nov-2022, PreQC No. AMSJ-22-12913(PQ); Reviewed:
21-Dec-2022, QC No. AMSJ-22-12913; Revised: 24-Jan-2023, Manuscript No. AMSJ-22-12913(R); Published: 08-Feb-2023

13 1528-2678-27-S3-008
Citation Information: Mehra, S., Supra, B., & Gupta, M. (2023). Consumers’ view on shopping centers: a comparison of mall
versus flea markets in india. Academy of Marketing Studies Journal, 27(S3), 1-13.