EFFECT OF PRICE CONSCIOUSNESS OVER THE CROSS-SHOPPING BEHAVIOR AMONG MALL CLIENTELE IN CHENNAI

Abstract

The phenomenon of cross-shopping behaviour comprises of the consumers getting actively engaged in a single channel at the time of searching for a product, however, getting switched to some other channel while actual purchase. The price comparisons are made during such a phenomenon and if the price of a specific product is less, the consumers make a switch to that product line. With this point in reference, the present study aims to explore the effect of price consciousness over the cross-shopping behaviour of the customers of malls. The respondents are selected through convenience sampling method of sampling and the sample size of the study is 205. The tool used for data collection is questionnaire and the instrument for analysis of data is Regression. Results of analysis show that