India-Nepal Relations: Prisms That Go Beyond Liberal and Realist Theories

Arjun Prasad Pokharel , Dr. A. K. Singh

Ever growing mall culture in cities puts the middle-income consumer segment in a fascinating and bewildering position whether to follow the stake or not. This dilemma further extends to question the very nature of big supermarkets and high-end malls that is a threat to the local neighbourhood retail shops and other supporting infrastructure in the city. The present study aims to provide a deeper understanding of consumers’ preference to shop in a mall byconsidering direct and indirect attributes other than perceived benefits. Mall culture got fortified, as per the previous researchers,due to the ambiance, convenience, social movement, relaxed environment and accessibility etc., factors that were predominant. Entertainment continues to attract consumers from any segment though it may not be a significant predictor but compliments other variables in the study. But the present study aims to touch all such parameters into one or two constructs so that a macro perspective can be outlined clearly that allows mall management to think before they leap. Simple random sampling (n=167) from the city of Delhi and NCR helped data collected by using a self-administered and structured questionnaire comprising of 29 items measured on a five-point Likert scale. The latest version of SMART-PLS 3.2.3 is used to test the SEM model and the results are interpreted thereupon. Paper further explains the significance of two mediator model with DA and INDA while influencing the IV resulting in the hypothesised outcome of MC ad DV.Results of structural equation modelling reveal positive linkages between determinants and outcomes of pleasure and arousal. Overall, the work extends and complements the extant literature by delineating the role of various social and promotional indicators upon the consumers’ pleasure and arousal in a shopping mall setting.