Entrants' Expectations and Experiential Dimensions of Shopping Malls: An Empirical Investigation in Coimbatore City, India

Abstract

The proliferation of organized retail infrastructure in tier-II Indian cities has catalyzed a fundamental transformation in consumer shopping behavior, necessitating a granular understanding of entrant expectations within shopping mall environments. This empirical study investigates the multifaceted expectations of shopping mall entrants in Coimbatore City, a prominent industrial and commercial hub in Tamil Nadu, India. Employing a convenience sampling technique, primary data were collected from 124 respondents across multiple shopping malls in Coimbatore, including Brookfield's Mall, Fun Republic Mall, Prozone Mall, and Fun City Mall, during the period December 2025 to March 2026. The research framework integrates demographic profiling, motivational analysis, facility assessment, ambiance evaluation, technological amenity appraisal, and behavioral intention measurement through structured questionnaire instruments. Data were analyzed using descriptive statistics, Analysis of Variance (ANOVA), and Chi-Square tests. The findings reveal that the majority of entrants are young adults aged 20–25 years (46.8%), predominantly female (52.4%), from nuclear family structures (68.5%), and belonging to the middle-income bracket (₹15,000–₹30,000 per month, 33.9%). Clothing and accessories emerged as the primary visitation motivation (28.5%), while variety of stores constituted the most influential choice determinant (23.9%). Parking facilities (54.8%) and restroom cleanliness (51.6%) were ranked highest in facility importance, whereas cleanliness (61.2%) and lighting and décor (46.7%) dominated ambiance expectations. Digital directories received the highest technological satisfaction rating (52.4% at rank 5), and overall customer service was perceived as good by 62% of respondents. The Chi-Square test established a statistically significant association between monthly family income and shopping mall visitation frequency (χ² = 71.047, df = 12, p < 0.001). The ANOVA results indicated no significant differences in satisfaction levels across motivational dimensions based on age groups. The study contributes to the limited body of localized retail research in South Indian contexts and offers actionable strategic recommendations for mall operators, retail tenants, and urban planners seeking to enhance competitive positioning in an increasingly digitized and experience-driven retail landscape.