Occupation and Mall Shopping

The study focused on whether occupation of shoppers has any influence on shopping from malls or not? For the purpose, primary data has been collected from shoppers visiting select malls in Delhi region. 400 mall shoppers have been contacted and their responses have been recorded using structured questionnaire via mall intercept survey method. The respondents have been clustered into different groups based on occupation. Clustering technique has been used to analyze the responses. The shoppers have been clustered into Mall Sightseers and Mall Dawdlers. It is found that occupation of mall shoppers also influences decisions of mall shoppers besides other demographic variables viz. age, gender, income group. Most of the shoppers surveyed were either students or were in jobs. Accordingly, an attempt has been made to propose strategies creating mall loyalty while keeping in view occupation of shoppers.