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@article{206516,
        author = {Dr. S. MOHAMED IMRAN SHARIF and Dr. M. BALASUBRAMANIAN},
        title = {THE MALL PARADOX: CONSUMER PERCEPTIONS AND PURCHASE INTENTIONS TOWARD HIGH-VALUE JEWELRY ACROSS RETAIL FORMATS},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {2},
        pages = {1844-1851},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=206516},
        abstract = {The rapid expansion of organized retail and shopping malls in urban India has significantly transformed the consumer marketplace, offering enhanced accessibility, standardized experiences, and brand visibility. Despite the increasing presence of reputed jewelry brands within mall environments, consumers continue to exhibit a strong preference for standalone jewelry stores when making high-value purchase decisions. This study investigates the underlying factors contributing to this paradox, with specific reference to Coimbatore city.
The research adopts a mixed-method approach, combining primary data collected from 150 respondents with secondary insights from existing literature. Key variables such as trust, perceived risk, and retail environment are analyzed using statistical tools including correlation and analysis of variance (ANOVA). The findings reveal that trust has a strong positive influence on purchase intention, while perceived risk negatively affects consumer willingness to purchase high-value jewelry in mall-based settings. The results also indicate a statistically significant difference in purchase intention across retail formats, with standalone stores being preferred due to their ability to offer personalized service, relational assurance, and perceived authenticity.
From an innovation and business strategy perspective, the study highlights a critical gap in current mall-based jewelry retail models, which fail to address the trust-intensive nature of high-value transactions. The findings suggest the need for retail innovation through hybrid models that integrate personalized engagement, exclusive service environments, and enhanced trust-building mechanisms within organized retail spaces. By bridging the gap between accessibility and consumer confidence, such strategies can improve, the effectiveness of mall-based jewelry retailing. The study contributes to understanding consumer behavior in high-involvement product categories and provides practical insights for retailers and entrepreneurs aiming to align retail formats with evolving consumer expectations in emerging urban markets.},
        keywords = {High-Value Jewelry; Consumer Perception; Retail Formats; Purchase Intention; Mall Retailing; Trust and Risk.},
        month = {July},
        }