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Abstract
In consumer driven economy where new retail formats are developing at a fast pace in India, there stays a need among Indian businesses to understand the behaviour of consumers and to design marketing strategies for attracting consumers. In this research paper, an attempt has been made by the researcher to fill these gaps, thereby investigating the marketing strategies of selected malls in Gwalior region. The study was descriptive and empirical in nature. Convenience sampling method is adopted for collecting data from respondents. Sample size is 160 respondents and data collected from promoters of shopping mall and dealers operating in the shopping malls in Gwalior region. Multiple regressions is applied to test the hypotheses. The result of the study shows that marketing mix factors is having positive impact on customer satisfaction.