Abstract
Consumers' perception about their self-guides their purchase and consumption behaviours. Self-congruity theory has been applied to understand consumers' retail store choice and patronage behaviour. Consumers' image about malls is influenced by assortment mix, services, layout, type of stores, and entertainment facilities. The purpose of current research is to understand influence of self-congruence on Indian consumers' preference for malls. The moderating role of demographic factors was studied. The findings postulate that household income and age moderate mall-self-congruence. The self-congruence theory can be applied for positioning malls according to different clientele patronising them.
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