A Study on Impact of In-Mall Promotional Events on Customer Footfalls and Store Sales – An Empirical Study of Tapadia Shopping Mall, Amravati
Miss. Durgeshwari G. Sawai, prof. Akshay Umbarkar.
Author 1 – Durgeshwari G. Sawai – Department of Business Administration, SIPNA C.O.E.T Amravati, Maharashtra India.
Author 2 – professor. A. Umbarkar – Department of Business Administration, SIPNA C.O.E.T Amravati, Maharashtra India
Abstract
In today’s competitive retail environment, shopping malls increasingly rely on in-mall promotional events to attract customers and enhance sales performance. This study examines the impact of in-mall promotional events on customer footfalls and store sales, with specific reference to Tapadia Shopping Mall, Amravati. The research adopts an empirical approach using primary data collected through structured questionnaires administered to shoppers and store managers, along with secondary data from mall records. Various promotional activities such as festive events, discount campaigns, exhibitions, and entertainment programs are analyzed to assess their influence on customer visitation patterns and purchasing behavior. Statistical tools are used to evaluate the relationship between promotional events, footfall variations, and sales growth. The findings reveal that in-mall promotional events significantly increase customer footfalls and positively influence store sales, particularly during festive seasons and weekends. The study provides valuable insights for mall management and retailers to design effective promotional strategies for sustained customer engagement and improved sales performance. entertainment-based events conducted within the mall premises. Primary data were collected through structured questionnaires administered to mall visitors and retail store managers, while secondary data were obtained from mall records, reports, and previous studies. Appropriate statistical tools were employed to analyze changes in customer footfalls and sales before, during, and after promotional events. The findings indicate a significant increase in customer footfalls during promotional periods, which positively influences impulse buying behavior and overall store sales. The study also reveals that well-planned and regularly organized promotional events enhance customer satisfaction, brand visibility, and repeat visits, thereby contributing to improved overall mall performance long term customer loyalty, and sustainable competitive advantage.
Keywords: In-Mall Promotional Events, Customer Footfalls, Store Sales, Shopping Mall Marketing, Consumer Buying Behavior, Retail Promotions, Mall Performance
