Role of Entertainment on Shopping Behaviour in Malls of Jaipur

Abstract

The purpose of this paper is to assess the role of entertainment in the shopping behaviour in malls of Jaipur. It seeks to explore whether entertainment activity at malls is capable of drawing or attracting additional shoppers to the malls. It also strives to study the factors which contribute to the entertaining shopping experience. The purpose of this paper is also to assess impact of entertainment on motivation for shopping on different genders and different age groups. The data for the study was collected from face-to-face intercepts of shoppers of malls with entertainment facilities in Jaipur. A survey was conducted using a structured questionnaire among 200 shoppers visiting malls. Descriptive statistics were used to draw significant conclusions. The analysis concludes that entertainment results in attracting additional shoppers to the malls. The findings will be useful for mall owners and marketers to devise appropriate strategies with regard to entertainment activities at malls. Scope for future research in this area is also discussed.