• Kauser Sultana
• Dr.Fahmeeda Yasmeen

Over the last few decades shopping in India has brought a change in the shopping patterns of the customers from shopping in the open-air heat environment to sophisticated and air –conditioned shopping malls. Moreover the retail sector of India has given rise to a ‘mall culture’ with a tremendous increase in the number of malls with improved design, quality and size. Nevertheless malls are preferred more by the customers over the traditional iconic markets as they offer much more than just shopping. Though product and price are the important factors, the store ambience is the key which pushes the customers to spend more time and money at the retail store at shopping malls. The present study initiates to analyze the store ambience of shopping malls and its impact on shopping experience of millennial customers towards shopping malls in Chennai city, Tamil Nadu. For this purpose a descriptive and an analytical research is undertaken thereby establishing adequate information which will help the retailers in planning on their store ambience techniques to be adopted in shopping malls and identifying the factors of store ambience which contributed towards the shopping experience of the millennial customers at shopping malls. A well structured questionnaire is framed and is circulated in which 120 responses were collected using convenient sampling. The primary data collected is analyzed through correlation and multiple regression analysis and is concluded that out of the six independent variables of store ambience chosen for the study namely Store Layout & Design, Exterior Atmospherics, Interior Atmospherics, Employees ’Behaviour, Visual Merchandising and Facilities, along with the dependent variable Shopping Experience on Shopping Malls, Visual Merchandising” (0.384) is the strongest influencing factor which predicted the dependent variable i.e., Shopping Experience of Millennial Customers on Shopping Malls.

Store Ambience, Store Layout & Design, Exterior Atmospherics, Interior Atmospherics, Employees ’Behaviour, Visual Merchandising, Shopping Experience, Shopping Malls

"Analysis of Store Ambience and its Impact on Shopping Experience of Millennials towards Shopping Malls in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 4, page no.36-45, April-2019, Available :http://www.jetir.org/papers/JETIR1904D07.pdf

"Analysis of Store Ambience and its Impact on Shopping Experience of Millennials towards Shopping Malls in Chennai", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 4, page no. pp36-45, April-2019, Available at : http://www.jetir.org/papers/JETIR1904D07.pdf