Page 243 www.ijiras.com | Email: contact@ijiras.com International Journal of Innovative Research and Advanced Studies (IJIRAS) Volume 4 Issue 4, April 2017 ISSN: 2394-4404 Retail Segment In Mall Culture – A Comparative Study In India And USA Dr. Apurva Agrawal Visiting Faculty in Prestige Institute of Management and Research, Chief Executive Officer at SGA, Indore Mr. Sonaal Gupta Senior Visiting Faculty in Law and Management at Prestige Institute of Management and Research (PG Department) & Renaissance Law College, Indore (M.P.) I. INTRODUCTION On one hand, while retail involves the process of selling consumer goods and services to customers through multiple channels of distribution to earn a profit. An entity that sales goods or a commodity in small quantity directly to customers are known as retailers or retail merchants. Concept of retailing is to create the strategy that is differently focussing and requestioning compulsion to the competitors. The modern concept of retailing may be viewed from multiple perspectives. It includes tangible and intangible items that are conducted by manufacturers and retailers. A market is a group of potential customer with similar needs, who are willing to exchange items with a worthy value of offering goods and commodities as per customer demand and needs to satisfy them. Dividing the large market into small units according to its demand, taste and preference is known as segmentation. On the other hand, a shopping mall or simply mall, shopping centre or shopping arcade is a building or set of buildings that contain retail units or stores, and has interconnecting walkways enabling visitors to easily walk from store to store for buying different varieties of items. The walk way may or may not be enclosed. Mall seems to mean a market for all (availability of multi- products within one roof); it is not only a place to shop but to rejuvenate, socialize and entertain (shop, eat and celebrate). Certainly shopping malls are bringing new culture in India, which is different from the traditional culture as far as shopping is concerned. Mall has changed the lifestyle of Abstract: In the online/digital/modern world of today, there has been enormous development of new retail chains/formats, such as malls, hypermarkets, supermarkets and lifestyle stores in India. If we observe the retailing development of recent times, India is focusing more on organized retail segment/s rather unorganized retail segment/s. However, the organized retail sector represents a near about 5 (five) percent of the total organized market share only. It is very less compared to other developed economies of the world. For any such shopping mall, the biggest challenge is to ensure that they should have a relevant and viable logistics channel/s for buyer/consumer/customers and seller/vendors/suppliers, both at the same place in organized retail sector. It has been observed that there are very limited research/es on the shopping behaviour of patrons in the under developed economies of the world including India. Retailers in today’s era face many challenges including increasing competitive pressure, less profit margins, high occupancy cost and impulsive supply base that come in the way of their attaining operational efficiency and profitability. Hence by the way of this research paper, an attempt has been made by the researchers to fill these gaps, thereby investigating the shopping behaviour of the Indian consumers, particularly with the new retail format/s emerging. This study would concentrate, to compare on the sustainability of the retail mall culture in India and in USA with the base of consumer behaviour moving towards the technological enhancement of purchasing essential or non-essentials products online rather that from shopping stores. Keywords: Emerging trends, Mall Culture, Organized Retail Segments, Patron’s Behaviour