Write these things from bellow article

• Background of the research - identify key trends or perspectives

• Problem statement

• Research objectives

In recent years, the expansion of organized retailing has initiated many revolutionary changes in India and as a result various types of modern retail outlets started func- tioning in the country. One such type of retail format is shopping mall which is a group of retail stores under one roof. In the views of Pookulangara and Knight (2013), shopping malls are expected to be frontrunners for the growth of organized retail in India. Shopping mall is a group of retail business planned, developed, owned and managed as a unit (Kotler & Armstrong, 2002). Levy, Weitz and Pandit (2012) defined shopping malls as closed, climate-controlled, lighted shopping centres with retail stores on one or both sides of an enclosed walkway. The retail format variables for shopping malls include tenant mix, service offerings, promotional and advertising

programmes and tenant placement (LeHew & Fairhurst, 2000). These malls offer services to its consumers in the form of a convenient access to a desirable mix of retailers within a managed environment to provide a satisfying and safe, shopping and leisure experience.

Accessibility, a heterogeneous mix of retail outlets, unique environment, safety and leisure are the key service features that differentiate the retail experience of shopping malls from that of other shopping destinations, such as freestanding stores, departmental stores, focused centres, rejuvenated high streets vendors, retail parks, specialty and festival centres, as well as other television or e-retail stores. In the views of Singh and Dash (2012) due to the intense competition shopping malls have to present a unique and favourable image. This differentiating image can be created by combining various features at one place. In the views of Ibrahim and Ng (2002), the modern shopping malls offer

variety of entertainment alternatives, lifestyle products and services, such as luxury shopping, game zones, beauty salons, cinemas and food joints, to enhance shoppers experience. Although shopping malls do not belong to the category of a pure service (Shostack, 1977), yet they can be deemed as an umbrella service encasing numerous other goods and services. This is due to the peculiar characteris- tics of shopping mall services, such as intangibility of the environment and ambience, inseparability of the consumer from the process of consuming the experience, the hetero- geneity of services offered owing to the multiplicity of participants and elements involved in the production process, perishability of the experience, lack of ownership, etc.

The marketing mix of shopping malls can be tradition- ally defined using the four Ps: product, place, price and promotion (McCarthy, 1964); expanded into seven Ps appending people, process and physical evidence to the existing ones (Booms & Bitner, 1981). The marketing mix of shopping malls can be seen as a combination of the three manageable elements of access and accessibility, range and specialization, and internal environment and service (Howard, 1995). There is scope for further re-labelling and sub-dividing some elements of the marketing mix of shop- ping malls to cater more comprehensively to their unique- ness as a service (Kirkup & Rafiq, 1999). According to them, the key elements of a shopping mall marketing strat- egy to attract and retain customers include accessibility and location of the mall, its external and internal design, the assortment of retailers, retail outlets and leisure attrac- tions, prior to the development of the mall, and the com- munications mix, cost of access, customer services provided and the interaction between centre, store and customer participants, post-opening of the mall. This is so because, instead of a singular benefit, consumers gain a bundle of benefits in the form of tangible merchandize, fulfilment of psychological and physical requirements, social require- ments, escape, exploration, flow and epistemic and aesthetic benefits out of consuming a mall experience (Bloch, Ridgway & Dawson, 1994; Warnaby & Davies, 1997).

These studies only present the external views about consumer insights and not much has been explored about those factors which might affect the selection of shopp- ing malls by the consumers based on their perceptions. Schiffman, Kanuk and Kumar (2010) defined perception as the process by which an individual selects, organizes and interprets stimuli into a meaningful and coherent picture of the world. There are various factors which might affect consumers perception related to the selection of a place to shop (Kenhove, Wulf & Waterschoot, 1999; Koelemeijer & Oppewal, 1999). The perception of the consumers towards a shopping mall depends upon its image which is a complex construct that includes both tangible and intangible elements of a shopping mall not easily dis- criminated (Downs, 1970). Various studies have been carried out on image-like variable of shopping areas (Hauser & Koppelman, 1979). The image of the shopping mall creates a unique and favourable impression in the minds of shop- pers which provides a competitive edge difficult to be rep- licated by competitors (Steenkamp & Wedel, 1991). Studies suggest a strong correlation between image and consumer shopping preferences (Baloglu & McClearly, 1999; Pessemier, 1980; Ruiz, 1999), frequency of visit (Haynes & Talpade, 1996; Howell & Rogers, 1980), dollars spent (Donovan & Rossiter, 1982; Howell & Rogers, 1980), amount of purchase (Howell & Rogers, 1980; Spies, Hesse & Loesch, 1997), desire to stay (Wakefield & Baker, 1998) and re-patronage intention (Spies et al., 1997; Wakefield & Baker, 1998). In the views of Sit, Merrilees and Birch (2003), the information about consumer perceptions of shopping centre image, including entertainment, directs the management in positioning and developing a unique marketing strategy of the centre; thus, the present study is an attempt to understand those factors which affect consumers perception resulting in their selection of a place to shop with special reference to shopping malls in Indian context.