• Dr. M. JULIAS CEASAR
• Mr. S. JULIAN DANIEL
• P. Veerendra

The modern approach of marketing deals with the identification and satisfaction of the customers’ need and wants in addition to that of establishing a long term relationship with customers, suppliers, intermediaries and all other stakeholders in the marketing process also get emphasized. The entire focus of relationship marketing is only on the future prospects of the business. Many factors affect the decision regarding the purchase of goods and services in the shopping malls. This study attempts to explore the purchase decision making styles of the Arts College students of Thoothkudi Corporation in shopping malls. The Arts Colleges situated inside the corporation limit are considered for the study. The students are classified into three strata namely arts, science and management and 90 students from the three strata derived as a sample from Arts Colleges in Thoothukudi Corporation. On the basis of consumers’ characteristic approach to the purchase, a model of Sporles and Kendall in 1986 who developed a Consumer Style Inventory (CSI). This model has been taken for the study and the appropriate changes in the factors and the words were changed to match the local conditions. The study reveals that more Recreational customers, price conscious customers and brand conscious customers and less impulsive, quality conscious, confused and fashioned customers are in the students of Arts colleges in Thoothukudi Corporation .

Shopping Malls, Consumer Style Inventory, Customer Decision Making Style.

"A study on Shopping Mall Customer Decision Making Style: a special reference to Students of Arts Colleges in Thoothukudi Corporation.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.6, Issue 2, page no.1021-1027, February-2019, Available :http://www.jetir.org/papers/JETIRAB06189.pdf

"A study on Shopping Mall Customer Decision Making Style: a special reference to Students of Arts Colleges in Thoothukudi Corporation.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.6, Issue 2, page no. pp1021-1027, February-2019, Available at : http://www.jetir.org/papers/JETIRAB06189.pdf