• DR. PRIYAKA KHANNA

Purpose – The purpose of this paper is to understand buyer’s motivational factors at malls in Ludhiana city. Design/methodology/approach – 400 shoppers completed self administered surveys regarding their attitudes toward shopping motivation’ variables in Ludhiana. The paper first uses both exploratory and confirmatory factor analysis to examine the factor structure and psychometric properties of these items. The shoppers purchasing behavior of the shopping mall were identified by 24 items and captured in four dimensions by conducting exploratory factor analyses. Structural Equation Modeling (SEM) using AMOS version 16 was utilized for model testing and to verify the four dimensions of shoppers purchase intentions. Confirmatory factor analyses successfully validated the items used to measure four dimensions of shoppers buying intentions. Findings – This research study identified four dimensions of shopper’s purchase intentions are labeled as: Hedonic seeking buyers; Convenience seeking buyers; Value seeking buyers; and Quality seeking buyers. Practical implications – The shopper’s purchase intention influenced by several factors. This study will help the marketers to understand the shopper’s buying behavior and help them to make their marketing strategies accordingly. Originality/value – The study validates the usefulness of four factors such as Hedonic seeking buyers; Convenience seeking buyers; Value seeking buyers; and Quality seeking buyers and these dimensions are better predictor of shoppers purchase intention towards shopping mall.

Shopping mall, Hedonic,Conveinece,Value, Quality and SEM.

"“Dimensions of Shoppers’ Motivation in Malls – An Empirical Study of Ludhiana”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.5, Issue 1, page no.1573-1586, January-2018, Available :http://www.jetir.org/papers/JETIR1801277.pdf

"“Dimensions of Shoppers’ Motivation in Malls – An Empirical Study of Ludhiana”", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.5, Issue 1, page no. pp1573-1586, January-2018, Available at : http://www.jetir.org/papers/JETIR1801277.pdf