SIGNIFICANCE VALUE OF BRANDING SHOPPING MALLS

Abstract

India's organized retail industry is gaining significant attention as one of the most attractive emerging markets globally. Shopping malls, as a prominent component of the urban lifestyle, have witnessed substantial growth and have become key destinations for shopping and entertainment. This study aims to explore the latest trends in Indian malls, factors influencing customer preferences, the importance of mall branding, challenges faced by mall managers, and strategies for enhancing the customer experience. By analysing the identified mall attributes, this research provides insights into the key factors that influence customers' mall preferences and proposes a retail marketing strategy to cultivate shopper loyalty. The study emphasizes the significance of staying top of mind and the role of effective branding in dominating the market, attracting desirable tenants, and ensuring long-term survival and profitability of shopping malls.