Influence of Income on Shopping Behavior of Residents and Feasibility of Neighborhood Shops: A Study of Selected South Delhi Localities

Abstract

Metro cities of India are going through rapid phase of socio-economic development accompanied with changing standards of living and a rise in purchasing power of population. This increasing expenditure pattern calls for increase in business and commercial outlets in the cities. This is more so noticeable in  NCT of Delhi where due to  limited availability of urban land for multi functional land use, both  planned and unplanned commercial areas are emerging fast to cater to the needs and demands of local population. However, the impact of income as well as other socio-economic factors play an important role in defining the spatial pattern of movement of shoppers which in a way define the survival of neighborhood (both planned and unplanned) shopping centers/ shops. The aim of this research paper is to understand the impact of income in defining the spatial pattern of shopping behavior of the consumer in patronizing the neighborhood shops or markets for various food and non food items. Thus, the present study focuses primarily on identification of shopping patterns / behavior of residents of selected localities in South Delhi. This study is conducted over  two economic categories of localities: lower and middle income category locality consisting of areas like Gobind Puri, Gobind Puri Extension and Kalkaji DDA Flat localities; and upper middle and higher income locality consisting of areas like C.R.Park, Kalkaji Main area (excluding DDA LIG, Janta, Slum category flats) and Alakananda. The rationale behind the selection of these two separate socio- economic areas for the survey is to analyze the inter locality and intra locality comparison of shopping behavior of various income class of population. 

The findings of the study favors the feasibility of the local shops in the surveyed localities, since nearness to the market and ease of shopping has encouraged the survival of the local shops/ markets operating in the residential colonies especially for food items. However apart from income levels, standard of living is also influencing the shoppers behavior and growing trend of shopping from Malls and Plazas is also noticed showing changing preference of shoppers for well established market areas than local shops especially for non food items. Through GIS based mapping, the movement of shoppers for both food and non food items is traced and specific suggestion are given regarding the changing land use under commercial activities in the survey areas. Area specific suggestions are given in the light of Master Plan of Delhi 2021.