Impact of Multiplexes on Consumer Behaviour in Malls

Abstract

 The main focus of research is to bring forth the major impact which multiplexes have on Consumer Behaviour in malls. The survey was done by asking the people who visited malls in Pune to fill a questionnaire form online and also it was floated online in order to know the overall perspective of target people. Primary data was collected from around 170 people through a structured questionnaire. Customers preference was collected using a 5- and 6-point Likert scale, where 1 being the highest and 5/6 being the lowest preferred respectively. Sampling data was collected by convenience sampling technique. This study will help mall’s management to understand the cross-impact of multiplexes over malls and vice versa.