Role Of Entertainment In Fostering Consumer Delight At Shopping Malls In Coimbatore City

Volume 13 Issue 2 September - November 2018

Research Paper

Role Of Entertainment In Fostering Consumer Delight At Shopping Malls In Coimbatore City

K. Sasi Kumar*, M. Sadika Sultana**, M. Vasudevan***

*Assistant Professor, Department of Business Administration, Vivekanandha College, Tiruchengode, Tamil Nadu, India.

**Associate Professor, PG & Research Department of Management Science, Park's College, Tirupur, Tamil Nadu, India.

***Assistant Professor, Institute of Management, Christ University, Bangalore, Karnataka, India.

Kumar, S. K., Sultana, S. M., Vasudevan, M. (2018) Role of Entertainment in Fostering Consumer Delight at Shopping Malls in Coimbatore City, 13(3), 42-48. https://doi.org/10.26634/jmgt.13.2.14055

Abstract

Shopping malls have developed to be the one-stop destination for entertainment, shopping and have granted a new aspect to the retail industry in India. Entertainment acts as a significant element in all shopping malls. Entertainment is a form of action that grasps the interest and attention of audience, provides delight and pleasure which are crucial in a highly mechanical and business world to get relief from stress. The elements such as movie theatres/multiplex, children's play area, food court, indoor sports and video games zone influence the shoppers to choose shopping malls for entertainment purpose.