MALL CULTURE IN INDIA

“The western culture, the mall culture is coming. This is not really the
traditional India.”
This is closer to the opposite of India. In this country, people
traditionally shop at local markets, where vegetables are sold in one
tiny shop and milk in another.
Shoppers go from one store to the next, buying flowers here,
chocolates there. They bargain for better deals. The markets often are
filthy littered with garbage.
 But the malls offer everything under one roof.
There is central air conditioning also.
Signs tell people how to ride the escalators, still new to India.
Songs by radiohead blare over mall loudspeakers.
What is a mall :

A shopping center enclosed

within a large structure; often
two or three stores high may
have numerous stores, as well
as entertainment facilities such
as movie theatres, fast-food
outlets, restaurants and public
areas.
Independent retail stores,
services and parking areas
constructed and maintain by a
management firm as a unit.
WHY PEOPLE IN INDIA COME TO A
MALL
For different age groups, there are different reasons to come to
a mall. But somehow all are related to advertisement and
cultural Industry and ease of shopping.
Here are the reasons in descending order of popularity.
05-15: For toys which some shops offers, because their friends
go there, they saw a TV ad.
15-25: to see some good looking opposite sex, chill out and
time pass, to show off.
25-45: Shopping, Dinner and movie, kids force them.
45 above: Kids force them, shopping, Hell with malls they don’t
like malls.
MALL: A NATURAL PHENOMENON
IN LATE INDUSTRIAL SOCIETY:
We can clearly observe that malls are very much qualifying for
the tag of flag holders of late Industrial society. They pop up in
America in late 70’s, then in European countries and in third
world nations like India are undergoing same process.
LET US FIND OUT HOW MALLS ARE REPRESENTATIVES OF
LATE INDUSTRIAL SOCIETY.
Malls are characterize by their smiling workers. All of them are
dressed same way and they are trained to behave friendly.
Many mall also give awards like “Best employee of the month”
to encourage them. Customer likes these features and feels
respected in society.
 Mass society:
Mass society is a society in which concerns of
majority plays a prominent role.
 Malls owners always take a deep Interests in
consumers need and then promote product
for everyone which is well thought of and
same in core but different in packaging.
It gives consumers a false satisfaction that he
is getting his choice but in reality he is getting
same thing as someone else.
Also on a larger scale due to malls,get same
quality of products as in mumbai. This
minimize the risk factor in products that
whether this particular piece is good or not.
 CULTURAL INDUSTRY AND
ENTERTAINMENT
Malls and various coffee chains have been claimed by the
city’s youth as a space of their own.
The air-conditioning, music, movies all add up to an
atmosphere that is probably a familiar, as like upscale
version of the college canteen.
Lighting, colour, music, scent stimulate customers
perpetual and emotional response and ultimately to effect
their purchase behaviour.
Entertainment is pivotal for shopping center because it
induce an exciting or fun shopping experience, which in
turn can entice consumer patronage.
KNOWLEDGE BECOMING SOURCE OF
POWER:
Now knowledge of market can land you a
great job because everybody is searching for
the mood of customers.
Advertising is a redefined outcome of
market knowledge. Mall is a place which
promotes the centralized advertising. Your
advertising in a mall itself guaranty reach up
to a large number of customers.
 Major Indian Malls

Gurgaon has 95 operational malls and therefore it is

known as the mall capital in India. E.g. Ambience mall
spread across 6kilometers, city center, etc.
CONCLUSION
THANK YOU