Malls have become a socio-cultural hub, especially for people in metropolitan cities, followed by Tier-2 and Tier-3 cities respectively. Malls have a large number of visitors and for good reason. These huge retail formats cater to all the personal, cultural and practical needs of people. This research is an attempt to understand the factors that impact the rise of mall culture in our country and its impact on the youth in particular. With the growing young working population, rise in the number of working women, emerging nuclear families, freedom of spending, awareness of existing brands in the world and more disposable income, consumers have started demanding a share of everything they desire.
Although malls attract people of all ages, the true lovers are the young population of the country since malls are the “place-to be”. It serves various purposes, be it hanging out with friends, watching a movie, shopping, etc. Youngsters do not need a particular reason to visit a mall. With the change in Government regulations and increase in FDI (Foreign Direct Investment), the foreign investment is only going to increase in the coming years, with India being considered among the top retail destinations (A.T. Kearney report, 2007). Studies like these would help various upcoming retailers and marketers understand one of the largest consumerist nations. Moreover, this research can also be used in marketing/developing new products, repositioning old products and coming up with new concepts in order to reach out to target consumers effectively.