Awareness of Urban Poor Customer for Malls

“Sell to the poor if you want to be rich” were the words spoken by the experts in rural marketing. Every marketer loves to reach out to the fat wallets where the selling is obvious, easy and conspicuous. But there is a segment arising alongside that doesn’t claim to be glamorous on the outside but has an invisible power and an untapped capacity to spell riches for the targeting marketer if tackled in the right manner. Keeping urban poor customer in mind, a small survey was conducted to examine the awareness among urban poor customer regarding malls and also their experience with the mall as a consumer. The present study is confined to Mulund suburb of city Mumbai which has 123 kirana stores as per the Mulund Times publication centre, March 2008 and five malls in nearby vicinity. The five malls are Eternity Mall, R Mall, Nirmal Lifestyle Mall, D Mart Mall and Dreams Mall. [ Gyansadhana 2009]