A Study of Customers’ Perceptions Towards the Lulu Mall of Lucknow

Abstract

This paper aims to investigate the various aspects of customers' perception, which affect the impression and preferences of shoppers. It asserts that the level of customers’ preferences determines the impact of the setting of the mall on its image. Researching customer perception enhances the knowledge of mall managers. Managers can use this knowledge in acquiring more trustable customers and meeting their requirements in terms of the mall's perception. This research identifies the factors that are considered to be the most extensively important by customers and provides managers with awareness regarding the psychological elements of customers that affect their perception.   A survey was conducted on customers in Lulu Mall to identify the effect of the principal factors on customers' perceptions. This research used path analysis as the principal analytical tool for conducting casual evaluation and impacting the significant effects of customers' perception attributes (Mall atmosphere, Music, Merchandise Quality, Service, Price, and Convenience) on Customers' Perception. The result indicates that all the factors affect Customers' perceptions except Music.