Growing popularity of city center in Indian Retail: A study of Chennai, India Dr. Vijayakumar V.T.R.*, Ms. Raphella S. Angel** *Professor & Head – MBA, St.Xaviers Catholic College of Engineering, Kanyakumari District, Tamilnadu, India **Research Scholar, Mother Teresa Women's University, Tamilnadu, India Online published on 21 September, 2017. Abstract Relationships between customers and providers is studied for decades with an interest in finding the most effective ways to sell to the customer, but only one sale at a time and with the aim of attracting new customers. One starting point for this study is, the belief that the way of approaching these aspects in theory and in practice has a profound impact on the goals of customer relationship marketing: whether the mall owners consider it possible to create an economically effective way to reach masses of customers and to engage customers also with mundane, everyday services and products. This paper examines the extent of popularity on the basis of various attributes in City Center in Chennai. The results help the mall owners to pay more attention to some factors that influence the purchase. The researchers conduct this survey in order to achieve the objectives with 200 customers. We have a group of people who are traditional buyers and they buy just to cover their needs and other, who buy because they recognize buying process as a game or a kind of entertainment and they want to show their financial class and their status through the purchase and use of expensive brand name. Our suggestions for future research focuses on the satisfaction of customers after buying process and the factors that influence and increase the popularity of City Center. Top Keywords Customer Loyalty, Marketing Practices, Relationship Marketing, Retailers. Top |