Influence of Retail Therapy upon Shoppers Experience in Organized Retailing at Select Retail Malls in Grater Hyderabad

Abstract

We humans live life for attaining happiness by the way of fulfilling our needs wants & desires. We work hard to earn and satisfy all our requirements. We strive to derive a better experience upon our every shopping attempt which we make. Retail therapy in shopping is to improve the shoppers mood or disposition which is seen among people during depression or stress, in normal context it is a small duration-lived habit. Products purchased during period of retail therapy are also referred to as "comfort buys". in shopping experience, human brain apparently releases the chemical known as dopamine, a natural messenger required for the normal functioning of the brain, and it plays dominant role in our ability to experience pleasure and pain. It appears also to have a role in addictive behavior. The most important reason shopping malls are so popular is due to convenience. Which include clothing stores, a food court, movie theaters, etc Shopping might not be good for wallet, but it could be good for health, new research suggests. Walking within the mall between stores, multiplex, food court, gaming zone etc provides better enjoyment experience which ultimately results into shopper’s satisfaction. “Therapy” denotes the favorable impact of shopping experience of shoppers at shopping malls, there are indeed psychological rewards. This article discuses about retail therapy from shoppers’ experience point of view as depending upon the experience, knowledge & situation the shoppers intend to make compulsive or impulsive buying which impacts behavior of shopper & emotions which are been motivated by desire to fulfill material needs and wants.