So, the competition is not just between two different brands of mobile phones in one section of a mall. It is between a mobile phone and a kiosk set up nearby which promises an exciting holiday to a Far East destination in the same amount. It is between the holiday package and a locally assembled computer with a branded processor. It is between the computer and a new range of affordable diamond jewellery. The buying decision, interestingly enough, between product categories, often takes place at the point of purchase. Malls offer this opportunity to the consumers to test categories, one after the other, together. The value proposition has changed, marketing mix altered, spending patterns transformed. The mall effect is significant. It needs to be incorporated in brand building and product marketing. Till then, happy shopping!
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
For Complete IIPM - Article, Click on IIPM-Editorial Link
Source:- IIPM-Business and Economy, Initiative:- Prof. Arindam Chaudhuri - 2006
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