SYNOPSIS ON STUDY OF CUSTOMER PERCEPTION TOWARDS SHOPPING MALLS

A SYNOPSIS FOR THE AWARD OF THE DEGREE OF MASTER OF BUSINESS ADMINISTRATION

IDEAL INSTITUTE OF TECHNOLOGY 2011-2013

UNDER THE GUIDANCE OF: PROF. POONAM GAUR

SUBMITTED BY: YOGESH KR. SHARMA M.B.A-IV SEM. Roll no.-1102870020

TABLE OF CONTENT

1) Cover page 2) Introduction of the topic 3) Objective of the study 4) Hypothesis of the study 5) Research methodology 6) Bibliography 7) Annexure

INTRODUCTION OF THE TOPIC

The project is intended to provide information about Customer satisfaction level with the Shopping Malls .In India there have been a great successful brand both national as well as foreign brands and again it has been realize that brands are sustaining power to stay in the competitions.

If we defined the customer satisfaction we can say a qu alitative measure of performance as defined by customer, which meet their basic requirements and standard.

Customer satisfaction is defined as measure or determination that a product or service meet a customers expectation, considering requirement of both qualit y and service.

This project has been under taken to study of customer perception about shopping malls and suggesting way to improve its market share in sales through customer perception about private labels.

THE RETAIL INDUSTRY

Retailing is the final step in the distribution of merchandise - the last link in the Suppl y Chain - connecting the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure. A retailer, t ypicall y, is someone who does not effect any significant change in the product execs breaking the bulk. He/ She is also the final stock point who makes products or services available to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is eas y availabilities of the desired product in the desired sizes at the desired times. In the developed countries, the retail industry has developed into a full fledged industry where more than three -fourths of the total retail trade is done by the organized sector. Huge retail chains like Pantaloon, RPG, Wal Mart, K-Mart, McDonalds, etc. have now replaced the individual small stores. Large retail formats; with high qualit y ambiance and courteous, and well-trained sales staff are regular features of these retailers.

Broadl y the organized retail sector can be divided into two segments, In Store Retailers, who operate fixed point -of-sale locations, located and designed to attract a high volume of walk -in customers, and the non -store retailers, who reach out to the customers at their homes or offices. Every organized retailer in India is faced with m yriad questions: differentiating with the other competitive formats; sustaining the differentiation with up coming me-too formats; retention of footfall day after day; coping with local -neighborhood shops; and maintaining post tax profitabilit y with all the additional expenses of providing shopping experience to consumers. A possible solution to all these are offered by store brands. A store brand (also called own label, dealer owned brand or private label) is defined as a product line, which is owned, controlled, merchandised and sold by a specific retailer in its own stores. The growing strength of retailers poses many challenges to manufactures of consumer goods. Conventionall y viewed, store brands are thought to be weapons for fighting national brands, shifting power equilibrium in favor of retailers. Store brand offerings have steadil y stolen share from pop ular brand-name products. Store brands represent one of the greatest challenges to manufacturers. Consumers view a brand as a brand, they do not care whether it is a private label or national brand, and all they care about is the value -promises that a brand offers.

RETAILING FORMATS IN INDIA

Some of the prevalent relating formats in India include : Malls Most malls give floor space out to individual shops on lease, and these are enticed by the economies resulting from the sharing of costs. India 's largest shopping arcade Spencar Plaza (600,000 -sq-ft) in Chennai is an example. In malls like these, the combined brand pull of all outlets is used to create a pull for the mall. Branded Stores Exclusive showrooms run by premium brands have been the catal ysts in pushing up the Indian retail scenario. This concept is now being used to introduce organized retailing to the second rung towns. Madura Garments has started setting up exclusive outlets i n cities like Trichy and Thanjavur.

Food & Groceries is the largest item of consumption in the Indian Consumers private consumption expenditure, accounting for almost 50% of his share of wallet. And yet it has a minuscule share of 0.3% in organized retailing. The kirana or the general stores is the most common outlet for food products in India, though other formats like supermarkets also exist. The food business is very low margin but high stock -turn business model and efficient sourcing capabilities and logistic management is the key to success in this segment. The major players in this segment are Apna Bazaar, Canteen stores, Food World, Subhiksha and Food Bazaar.

Apparel Retailing is the countrys second largest opportunit y for the organized retailers. The clothing market is highl y fragmented, with numerous players operating across a wide variet y of formats. Branded apparel accounts for onl y 20% of the total apparel market. Mens clothing currentl y accounts for 70% of all branded apparel sales as compar ed to 22% of childrens wear and 8% of womens wear. The structure of apparel retail has changed dramaticall y in the recent past with the growth of large multi -brand apparel outlets and manufacturer brand -led chains. Like in the west, specialt y stores that have begun to grab market share in India.

Consumer Durable segment is the most organized retail segment in the country. Most of the corporates in this segment have a network of exclusive stores (manufacturer - retailer) which is operated on either owned o r franchise model. There is a parallel network of authorized dealers that co -exists in this segment. More recentl y, single large stores have come up across the country like Chennais Spencers or Sony Mony or Sumaria in Mumbai.

Supermarkets/Hypermarkets: These are large (20,000 square feet plus) self-service stores selling a variet y of products at discounted prices. Supermarkets tend to be located in key residential markets and malls, and offer competitive prices due to economies of scale in logistics and purchasing. This format is new to India with few noticeable players such as Foodworld, Nilgiris and Subhiksha.

Departmental stores: These large stores primaril y retail non -food items such as apparel, footwear and household products. They stock multiple brands across product categories, though some of them focus on their own store labels (e.g., Marks & Spencers, St. Michael). Several local department store chains have opened shop in India in the past 5 years (e.g., Shoppers Stop, Westside and Ebony).

Specialty chains: These retail outlets focus on a particular brand or product category, usuall y non -food items, and are located on high streets and in shopping malls. While most specialt y chains compete on service, a segment called category killers offers price as an advantage (Toys R Us is a good example of a category killer). This format has seen the highest levels of adoption in India, with several chains establishing a strong presence, typicall y through franchising, e.g., Benetton, Arrow, etc. Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's Music World and the Times Group's music chain Planet M, are focusing on specific market segments and have established themselves strongl y in their sectors.

Urban counter stores: These small family-run stores dominate food and non food retailing and are found in both residential and commercial markets in towns and cities. The food stores stock a wide range of branded and unbranded food items. They t ypicall y have a loyal client ele bound to them by personal relationships and the convenience of credit and home delivery.

OBJECTIVES OF THE STUDY

To understand the perception of customer towards Shopping Malls

To know the present scenario of Shopping Malls in India.

To find out Customer satisfaction level with the Shopping Malls

To know the customer expectation about Shopping Malls.

HYPOTHESIS

NULL HYPOTHESIS (Ho): There is a positive perception of the people towards the Shopping Malls.

ALTERNATE HYPOTHESIS (Ha): There is no any positive perception of the people towards the Shopping Malls.

VISION

CORE VALUS

MISSION

LITERATURE REVIEW The research stresses on retail as a brand rather than retailers merely selling brands.
The focus of this study was on branding the retail business itself. Store differentiation is missing from Indian organized retail. Leading retail stores like Shoppers stop, Lifestyle, Globus, Pyramid etc. offer common brands, similar ambience and a same commitment to improved service. Real differentiation is lacking among them. National and international retailers are finding difficult to understand the psyche of the local Indian customers, their tastes or preferences etc. Localization with globalization is necessary for malls. Situation of lack of professional suppliers in India is also testing the supply-chain of these organized retail stores as the availability of stock is one of the major factors for building loyalty for a particular store. Recognisability, legitimacy, consistency, proximity, value are the essential characteristics of a brand. Retail branding creates a brand preference,which goes beyond the product or service in itself. Mall developers need to create distinctive brand identities for their specific malls

Sproles and Kendall (1986) define a consumer decision making (CDM) style as a mental orientation characterizing a consumers approach to choices. Broadly speaking, there are three types of approaches in studying consumer decision-making styles: the psychographic / lifestyle approach, which identifies hundreds of characteristics related to consumer behavior; the consumer typology approach, which classifies consumers into several types; and the consumer characteristics approach, which focuses on different cognitive dimensions of consumers decision-making in the extent consumer behaviour literature, most studies assume that the shopping approaches of all consumers with certain decision making traits combine to form a consumers decision-making style. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store loyal shoppers, recreational shoppers, convenience shoppers, price oriented shoppers, brand-loyal shoppers, name-conscious shoppers, problem-solving shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers. Using the consumer characteristics approach, Sproles (1985) developed a 50-item instrument to profile the decision making styles of consumers. Using data collected from 111 undergraduate women in two classes at the University of Arizona and employing a factor analysis technique,

Sproles (1985) found six consumer decision-making style traits He named and described these traits: (1) Perfectionism. (2) Value Conscious, (3) Brand Consciousness, (4) Novelty-Fad-Fashion Consciousness, (5) Shopping Avoider-Time Saver-Satisfier, (6) Confused, Support-Seeking Decision Maker. In a later study, Sproles and Kendall (1986) developed a comprehensive instrument called Consumer Style Inventory (CSI) to measure consumer decision making styles. The instrument was administered to 482 students in 29home economics classes in five high schools in the Tucson, Arizona area. This instrument measures eight mental characteristics of consumers decision making: perfectionism, brand consciousness, novelty-fashion consciousness, recreational, price-value consciousness, impulsiveness, confused by over choice, and brandloyal/ habitual. According to Sproles & Kendall (1986), identification of these characteristics among consumers helps to profile an individual consumer style, educate consumers about their specific decision making characteristics, and counsel families on financial management. Consumer Style Inventory (CSI) developed by Sproles & Kendall (1986) was used by many researchers to study the consumer decision making styles. Some of the researches are briefly described below. Hafstrom et al. (1992) used the CSI to identify the decision-making styles of Korean students. They confirmed seven of the eight factors using Sproles & Kendalls analytical methods and conceptual framework. The only factor that was not confirmed was novelty fashion consciousnesses. They attributed this to possible links between brand consciousness and fashion consciousnesses among young Korean consumers. Administered the CSI to 387 adult consumers in China. Their findings indicate that five decision-making styles are valid and reliable in Chinese culture. There styles were perfectionist, novelty-fashion conscious, recreational, price conscious, and confused by over choice. Fan and Xiao (1998) used a modified CSI with Chinese students. They clearly identified five dimensions of consumer decision making styles for German consumers. These factors were brand consciousness, perfectionism, recreational/hedonism, confused by over choice, impulsiveness, novelty-fashion consciousness, and variety seeking. Durvasula et al. (1993) administered the CSI on 210 undergraduate business students at a large university in New Zealand. They found eight consumers decision making styles. These styles are perfectionist, brand conscious, novelty-fashion conscious, recreational shopping conscious, price-value conscious, impulsive, confused by over-choice, and habitual/ brand-loyal

RESEARCH MEHODOLOGY

Research in common parlance refers to a search for knowledge. One can also define research as a scientific and systematic search for pertinent information on a specific topic. The topic of m y research was to: To explore the customer percepti on towards private label/Brands of Retailers.

RESEARCH METHODOLOGY: Research Methodology is a way to systematicall y solve the research problem. It may be understood as a science of studying how research is done scientificall y. To do my study I have adopt ed exploratory research design. Research Design Data Source Research Instrument Sample Plan Sample Size Exploratory Primary & Secondary data Questionnaire Shopping Malls of Ghaziabad 50 customers

Sampling Methodology Personal Survey Method Through the various steps, which are involved in the exploratory research, are as: Research Design Methods of data collection Sample size Area of sampling Data anal ysis Findings Suggestions

RESEARCH DESIGN: The approach is aimed at identifying the awareness and brand image among the customers. As the study explore the possible cues of brand. All the variables as shown in the table have been standardized to construct the tools.

METHOD OF DATA COLLECTION For doing m y study I have used both primary and secondary data Primary data Secondary data PRIMARY DATA: - The personal interview method has been strictl y adopted throughout the study. The primary data was collected by market survey with the help of structured que stionnaire. The schedule includes open ended questions, ordinal scale questions and some multiple questions.

SECONDARY DATA Secondary data obtained from the following: Journals, Books, Various Article

SAMPLE SIZE It is the unit, which is considered for the purpose of the study. Sampling unit is shopping malls at Ghaziabad area. To commence the study sample size for, CustomerAREA OF SAMPLING: Shopping malls at Ghaziabad Region cover for the market survey. NAME OF THE SHOPPING MALLS: SHIPRA MALL ANSAL PLAZA SHOPRIX MALL MAHAGUN MALL OPPULENT MALL INDIRAPURAM VAISHALI VAISHALI VAISHALI STATION ROAD GHAZIABAD GHAZIABAD GHAZIABAD GHAZIABAD GHAZIABAD GHAZIABAD 50

PACIFIC MALL OPP. KAUSHAMBI

BIBLIOGRAPHY

Journals
Boulding, W., A. Kalra, A dynamic process model of service quality: from expectations to behavioural intentions." Journal of Marketing Research: 7-27. Cestre, G. and R. Y. Darmon. "Assessing consumer preferences in the context of new product diffusion." International Journal of Research in Marketing: 123-135.

Books
Marketing Management: Philip Kotller

Websites
www.wikkipedia.org www.scribid.com www.emarketing.com and other marketing websites.

ANNEXURE

QUESTIONNAIRE

1. Age Group

a. 15-20 b. 20-30 c. 30-40 d. 40-50 e. 50 & over

() () () () ()

2. Yours purpose of visiting shopping malls a. Shopping () b. Entertainment () c. Window shopping ( ) 3. What is your visiting frequency in shopping malls a. Daily () b.Weekly () c. Fortnightly () d. Monthly () 4. Give Yours rating to purchase from shopping malls 1 REASON a. Affordability 2 3 4

b. Brand Item

c. Trends & Fashion

d. All under one room

5. Do you think any drawback in malls a. Expansive () b. Parking Facility ( ) c. Weekend rush () d. Others ()

6. Are you satisfied with the employee service in shopping malls a. yes ( ) b. No ( ) 7. Does location effect shopping malls a. Yes ( ) b. No ( )

8 Please give the Rating as per given Below a. Parking Facility b. Quality of Service c. Quality of Product d. Value for Money Excellent ( ) Good ( ) Excellent ( ) Good ( ) Excellent ( ) Good ( ) Excellent ( ) Good ( ) Average ( ) Average ( ) Average ( ) Average ( ) Poor ( ) Poor ( ) Poor ( ) Poor ( )

9. Do you have any suggestion? Yes ( ) No ( ) If Yes, Please specify