• Anusree Ashokan
• Dr. Balakrishnan P.

The retail transformation from traditional to modern has results a huge profit accumulation in many industries. The use of fast-paced & innovative strategies help in the creation of customer experiences which has ultimately enhanced the growth of businesses. There are several new retail formats, out of which emergence of shopping is a widely accepted strategy which is more focusing on destination and experiential retailing. The perception of shopping malls as a destination for experiential retail landscape has encourage shoppers to show their re-patronage behavioural intention towards such malls. Many national and international brands are coming to into the retail market in India to invest in shopping malls, that has contributing major developments in the Indian economy. Hence, the marketers are seeking to understand the attitudinal and behavioural intentions of mall shoppers. The study investigates the role of shoppers segments in differentiating the multidimensional concept of value perceptions of mall shoppers in the retail landscape in Kerala. The samples were drawn using mall intercept survey method which constitute a sample of 150 mall shoppers. One-way ANOVA and independent sample t test are adopted to analyse the influence of the dependent and independent variables. The study identified the different shopper segments based on their shoppers’ profile and their demographic characteristics. In addition to that it also investigates the role of shopper segments in shaping level of value perceptions of mall shoppers in Kerala. In the case of Age group, consumers of age in between 25 to 50 shows more interests to visit shopping malls and their overall value perception is larger than the other shopper segments. Likewise, it is identified that weekday shoppers are showing higher value compared to weekend shoppers. In the case of age group, middle-aged shopper segment is exhibiting higher value perception than younger segments. In addition to that, occupational segment found as a significant factor in determining mall shoppers’ dimensions of their value perception.

Shopping Malls, Value Perceptions, Shopper Segment, Demographic Characteristics, Shopper Profile, Occupation, Age Group

"DIVERGENT VALUE PERCEPTIONS IN THE RETAIL MALL LANDSCAPE IN KERALA; A MULTI-SEGMENT STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 12, page no.a690-a701, December-2025, Available :http://www.jetir.org/papers/JETIR2512092.pdf

"DIVERGENT VALUE PERCEPTIONS IN THE RETAIL MALL LANDSCAPE IN KERALA; A MULTI-SEGMENT STUDY", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 12, page no. ppa690-a701, December-2025, Available at : http://www.jetir.org/papers/JETIR2512092.pdf