Keywords: Brand Equity; Consumer Behavior; Shopping Center; Mass Market; Choice.
The aim of the study is to identify the variables that determine the choice of purchase. Specifically we want to investigate the motivations and attitudes that provide the cognitive selection of "mass market brand" in shopping centers. To the research participated 415 consumers (276 men, 139 women). The results indicate that the main motivation that encourages the purchase of "mass market brand" in the shopping center is the choice's variety. In addition, the bond with the brand is given by the convenience and utility of the product. Finally, behavioral intention is part of the consumer to buy more "mass market brand" will depend on the perceived social pressure to perform the behavior and objective assessment on the product.