Professional Documents
Culture Documents
Submitted To –
Prof – SunithaRatnakaram
Submitted By
Raghvendrakumarpatel
Regs no – 5117
SrisirPratap Singh
Regs no- 5141
Marketing- 2
Date- 20-11-2010
Introduction
Shopping malls contribute to business more significantly than traditional markets which were
viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers,
and induce customers providing enough time to make choices as well as a recreational means of
shopping. However, competition between malls, congestion of markets and traditional shopping
centers has led mall developers and management to consider alternative methods to build
excitement with customers. This study examines the impact of growing congestion of shopping
mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of
urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness
of shopping malls and intensity of shopping. The results of the study reveal that ambiance of
shopping malls, assortment of stores, sales promotions and comparative economic gains in the
Shopping malls are an emerging trend in the global arena. The first thing that comesin our mind
about the shopping malls is that it is a big enclosed building housing a variety of shops or
products. According to historical evidences shopping malls came into existence in the middle
ages, though it was not called so. The concept of departmental stores came up in the 19th century
with the Industrial Revolution.Consumers wanted a better shopping experience and this demand
shopping malls.
To understand that now customers are relay feeling much comfortable buying at the
To find out what all difficulties consumer are facing at the time of buying and after
the composition and origin of the customer. Today most of the Indian customers are attracted by
the imported goods because of their high quality. So that most of the Indian shopping malls
looses their credibility and loyalty in domestic customers. So the needs of the study are –
How can we stand out in a highly competitive market where consumers have so many
choices?
How we can provide best loyalty to our customer while earning a fair profit?
How can we grow our business while retaining a core of the loyal customer?
Scope of study
This study will provide us data and information about Shopping malls and its competitive
position in the market and this will also help us to analyze the market potential of
HowMall owners could draw more people to their malls if they act upon customer
feedback and the researchers’ suggestions, which might not cost much.
Limitations of study
In today market there are lot of general store existing in the market and they are also giving a big
challenge to shopping malls that’s why we face many problem at the time of data
collectionlike……………
Consumers are not interested to give their opinion about shopping malls.
There are many people don’t know different between shopping mall and general store.
In this study we felt that some consumers are not able to recollect their past experience
With respect to actual population the sample size is too small. This might be effect the
final result
Review ofLiterature
Summary:-The idea of adding a major entertainment center to a shopping mall has been gaining
popularity over the past few years. Several of these so called 'mega-malls' have been constructed
in various regions of the country, with substantial square footage allocated to large-scale
entertainment centers. In terms of shopping center patronage, Ballenger et al. (1977) found that
some consumers placed the greatest value on convenience and economic attributes including
convenience to home, accessibility, and the presence of services such as banks and restaurants.
of stores and merchandise. However, as mentioned earlier, there has been very little academic
research on mega-malls and the effects of entertainment centers in such malls on consumer
behavior. Most of the research conducted on this relatively recent phenomenon has been done by
either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research
agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies
have primarily focused upon defining the trading area of the mall, the consumer characteristics,
By-Rajagopal
which were viewed as simple convergence of supply and demand. Shopping malls attract buyers
and sellers, and induce customers providing enough time to make choices as well as a
recreational means of shopping. However, competition between malls, congestion of markets and
traditional shopping centers has led mall developers and management to consider alternative
methods to build excitement with customers. This study examines the impact of growing
congestion of shopping mall in urban areas on shopping conveniences and shopping behavior.
Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the
shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the
study reveal that ambiance of shopping malls, assortment of stores, sales promotions and
comparative economic gains in the mall attract higher customer traffic to the malls.
Summary:-The case let deals with the development of organized retailing in India in the form of
shopping malls. It looks into the reasons for the growth of shopping malls in India. With the
changing shopping needs and aspirations, consumers are finding it easier to shop at malls where
a wide choice of merchandise is available under one roof. The case let also delves into the
growth of specialty malls and the challenges faced by shopping malls in India.
Summary:-Retailers and marketers often seek to learn how and why people shop. The consumer
decision- making process is a complex phenomenon. The purchase of goods or services includes
a number of factors that could affect each decision. Decision making is more complex and even
more important for consumers today than in the past. Consumers are besieged by advertising,
news articles, and direct mailings that provide an abundance of information, much of it with
mixed messages. In addition, increases in the number and variety of goods, stores, and shopping
malls, and the availability of multicomponent products and electronic purchasing capabilities
have broadened the sphere for consumer choice and have complicated decision making. In the
extant consumer behavior literature, most studies assume that all consumers approach shopping
with certain decision-making traits that combine to form a consumer's decision-making styles.
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,
problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and
impulse shoppers.
Summary:-In the last ten years, many malls have donned the trappings of community centers.
Mall owners have gone to great lengths to lure consumers in and keep them in, installing free or
low-cost amenities like jogging routes, restaurants, movie theaters and merry-go-rounds.In the
recession, however, these attractions are now becoming more popular than the retail stores. Sales
in many mall stores in New York, New Jersey and Connecticut have declined. That said, food
courts, play areas and other thoroughfares are still welcoming visitors. Parents need to entertain
their children, teenagers need a hang out, and adults meet in shopping malls to socialize indoors.
Mall owners in New York, New Jersey and Connecticut, like their counterparts across the
country, have installed wave-riding machines and offer laser tag, paintball and ice skating. They
have also organized concerts and karaoke contests, temporary-tattoo parties and social clubs for
children, and they have begun turning vast and empty stores into community theaters and health
clinics.
“Adding Bricks to Clicks:The Effects of Store Openings on Sales through Direct Channels”
By- Jill Avery, Mary Caravella, John Deighton and Thomas Steenburgh
Summary:-Consider a retailer who operates both brick-and-mortar stores and direct channels
such as direct mail catalogs and an Internet Web site. What effect does the opening of a new
retail store have on direct channel sales in the retail trading area surrounding the store? Does the
existence of more opportunities for consumer contact with the brand increase the retailer's direct
sales, or does intra-brand, inter-channel competition erode the retailer's direct sales? Does
consumer response to the retailer's brand evolve over time, perhaps as consumers go through
some process of trial-and-error learning about the relative merits of stores and direct channels, or
is the impact of the new store relatively discrete? Does the answer depend on whether consumers
in the retail trading area have had the opportunity for previous experience with the brand's
stores?
“Shopping day and night: Area malls extend hours to satisfy the schedules of early birds
and night owls”
Summary:-Some shopping malls are taking a cue from their big-box retail competitors by
opening their doors earlier and leaving them unlocked a little bit later. Many retail consultants
believe General Growth Properties' decision last month to expand its hours at most of its more
than 200 malls across the country -- including several in the Baltimore area -- could mark the
beginning of a trend for the nation's shopping centers. The Chicago-based company is adding a
few hours on weekend mornings and evenings in hopes of drawing more shoppers who say they
want the added convenience. It's a departure, however, from the normally staid world of
shopping malls, where hours typically change only during the busy holiday shopping season. But
some retail consultants said fewer hours aren't the reason shopping malls keep losing market
Summary:-Decision making with regard to retail outlet selection is very similar to consumer
decision-making on brands where the consumer goes through a process starting from identifying
needs to post-purchase issues. There are a few interesting and important dimensions associated
with consumer behaviour and retail outlet selection.Marketers need in-depth knowledge about
the various dimensions which link retailing and consumer behaviour. There is research required
to handle retail decisions in a competitive context. McDonald's found that a major chunk of its
consumers decide to eat a few minutes before they make the purchase decisions and hence it is
building small outlets in large supermarkets such as Wal-Mart and Home Depot.
There are three fundamental patterns which a consumer can follow and they could be:
For finding out various details of our project we have to find the various factors which is making
the shopping malls so attractive to the customer. is it the huge variety attainability, effortless
business, service variety ambience, active marketing and cleanliness . We have to also find out
the what is the impact of these malls on the small retail shops. We have to visit various shopping
malls and by observation method we have to find out the various factors which is making these
malls so attractive to the customer, we also need to interview the customer and ask them about
their choice and preferences like what are the thing they like about the shopping malls that
includes (variety, price shopping environment, service, cleanliness, attainability) etc. And for
finding out the impact of these malls on the small retailers we need to interview some small
Research Instruments-Questionnaire
Sampling plan
Primary Data-Questionnaire
Primary data
Primary data is the specific information collected by the person who is doing the research. It can
be obtained through clinical trials, case studies, true experiments and randomized controlled
studies. This information can be analyzed by other experts who may decide to test the validity of
the data by repeating the same experiments.Primary data can also be retrospective, interventional
and observational in nature. Retrospective primary data gathers information about past
conditions or behaviors.Interventional primary data may be gathered to see the effect of a new
product or services.Observational studies gather primary data by means of case studies such as
the work done by naturalists like Jane Good all on chimpanzees in the wild.
Survey Approach
We collected primary data through sample survey from the selected elements in malls and super
markets. So for this purpose we have used the most popular tool of primary data collection
through direct communication with respondents. The tools we used are questionnaires. After
fulfillingthe questionnaires we asked some verbal question also. According to their response we
are able to recollect some more information regarding this study and survey.Convenience
sampling is used for this study Convenience sampling is used in exploratoryresearch where the
the sample is selected because they are convenient. This nonprobability method is often used
during preliminary research efforts to get a gross estimateof the results, without incurring the
Exploratory method
Exploratory research is a type of research conducted for a problem that has not been clearly
defined. Exploratory research helps determine the best research design, data collection method
and selection of subjects. It should draw definitive conclusions only with extreme caution. Given
its fundamental nature, exploratory research often concludes that a perceived problem does not
actually exist.
Questionnaire
Under the Questionnaire we have 16 Question and each Question related to different-different
factor(purchasing or buying at the shopping malls, pattern of the selling, rang and product price,
Sample collection
For collecting the sample we had visited many shopping malls and super market. What we had
done their wesimplyapproach the people who came out from shopping mall.
Sample Method-
sampling can also refer to taking a number of independent observations from the same
probability distribution, without involving any real population. The sample usually is not a
representative of the population from which it was drawn— this random variation in the results
A simple random sample is selected so that all samples of the same size have an equal
Method) sample, is one in which every individual, or object, in the population of interest
has an equal opportunity of being selected for the sample. Simple random samples are
self-weighting.
subpopulations, group or strata within the population. Great gains in efficiency are
Cluster sampling involves selecting the sample units in groups. For example, a sample
of telephone calls may be collected by first taking a collection of telephone lines and
collecting all the calls on the sampled lines. The analysis of cluster samples must take
into account the intra-cluster correlation which reflects the fact that units in the same
cluster are likely to be more similar than two units picked at random.
(Here I have chosen simple random sample method for collecting the data)
Sample Size
We have collected 50 samples from the population of different- different area of Hyderabad and
AND
INTERPRETATION
Table 1 showing customers liking towards the concept of shopping malls
transportations
Card money can be 01 02
accepted
Use of vouchers 02 04
% 0f respondent
4
2
6
56
Graph 1:
Interpretation- The above chart shows that the 84% of people like to purchase in
shopping malls.
Analysis:
The above graph shows that 56% of respondents like the concept of shopping mall
because all the products are available under one roof, 32% says due to discounts
Interpretation:
Table 2 showing doescustomerlike the environment in shopping malls
Respondents %
Attractive Infrastructure 25 50
Air conditioning 04 08
Rolling steps 10 20
Entertainment 11 22
Graph 2
% 0f respondent
22
Attractive Infrastructure
Air conditioning
Rolling steps
50 Entertainment
20
Analysis:
The above graph shows that the 50% of respondent like the environment of
Interpretation -
Table 3 showing often do customers visit malls
Respondents %
15 days once 10 20
Monthly 19 38
Once in2 month 15 30
Quarterly 6 12
Graph 3
% 0f respondent
12
20
15 days once
Monthly
Once in 2 months
Quarterly
30
38
Analysis:
The above graph shows that the 20% of respondents visit malls 15 days once, 38%
respondent visit monthly, 30% of respondent visit once in 2 months and 12% of
Interpretation -
Table 4 showing the influencerto purchase products in mall
RESPONDENTS %
Friends 32 64
Family 09 18
Media 09 18
Graph 4
% 0f respondent
18
Friends
family
Media
18
64
Analysis:
The above Graph shows that the 64% of respondents are influenced by Friends,
18% are influenced by Family and 18% are influenced through mediafor
Interpretation -
Table 5 showing purchasing power of customers (InRs)
Respondents %
0-500 01 02
500-1000 07 14
1000-2000 25 50
2000 and above 17 34
Graph 5
% 0f respondent
14
34 0-500
500-1000
1000-2000
2000 and above
50
Analysis:
The above graph shows that the 2% of respondent’s purchasing power is 0-500,
14% said 500-1000, 50% said 1000-2000 and 34% of respondent said 2000 and
above.
Interpretation–
Table 6 showingparameters affects customers buying decision
Respondents %
Quality 27 54
Price 10 20
Easy availability 05 10
Varieties 08 16
Graph 6
% 0f respondent
16
Quality
10 Price
Easy Availibility
Varieties
54
20
Analysis:
The above data shows that the 58% peoples are satisfied with the
Interpretation -
Table 7 showing whether customers are brand conscious product range and
Respondent % of respondent
Yes 39 78
No 11 22
Graph 7
% of Respondent
22
Yes
No
78
Analysis:
The above chart shows that the 30% peoples, they like to buy the product at offer
time only.
Interpretation
Respondent % of respondent
Yes 39 78
No 11 22
Graph 8
% of respondent
22
yes
No
78
Analysis:
The above chart shows that the 82% peoples are satisfied with the facilities of
shopping mall.
Interpretation–
Table 9 showing the customersrating the product quality in shopping malls out of
10.
1 2 3 4 5 6 7 8 9 10
Respondents 02 04 01 12 13 15 03
Percentage 04 08 02 24 26 30 06
Graph 9
Respondent
4
1
2
3
4
Analysis:
The above chart shows that the 48% peoples face such problem and 52% people ,
Interpretation–
shopping malls
Respondent % of respondent
Yes 47 94
No 3 06
Graph 10
% of respondents
6
Yes
No
94
Analysis:
The above chart shows that the 52% people are satisfied and 48% are not satisfied
Interpretation–
Table 11 showing the customer satisfaction towards the range and product price
Respondents percentage
Satisfied 29 58
Highly satisfied 13 26
Unsatisfied 08 16
Highly unsatisfied 00 00
Graph 11
% of respondent
16
Satisfied
Highly satisfied
Unsatisfied
Highly unsatisfied
26 58
Analysis:
The above chart and data shows the rate of parking facilities in out of 10, here 13
peoples are rating 8 out of 10 for the parking facilities in sopping mall.
Interpretation –
Table 12showing whether customer like purchasing product at offer time / sales
period only.
Respondent % of respondent
Yes 30 60
No 20 40
% of respondent
Yes
40 No
60
Graph 12
Analysis:
Interpretation - The above chart and data shows the rate of employee behavior in
out of 10, here 14 peoples are rating 8 out of 10 for the employee behavior in
shopping mall.
Table 13 showing whether customers have encounter any problem
Respondent % of respondent
Yes 19 38
No 31 62
Graph 13
% of respondent
38 Yes
No
62
Analysis:
Interpretation–The above chart shows that the 90% people feel good with the
Respondents %
Billing 11 22
Quality 00 00
Improper information 04 8
Others 04 8
Graph 14
% of respondent
38 Yes
No
62
Analysis:
The above chart and data shows the rate of product quality in out of 10, here 13
peoples are rating 8 out of 10 for the product quality in shopping mall
Interpretation–
Table 15 showing whether customers have complained to the department Manager
or storekeeper.
Respondent % of Respondent
Yes 06 12
No 13 26
Graph 15
% of respondent
38 Yes
No
62
Analysis:
The above chart shows that 68% people want to be a shopping mall in good
location.
Interpretation -
Table 16 showing whether customers got the solution
Respondents % of Respondent
Yes 03 6
No 16 32
Graph 16
% of respondent
Yes
No
32
Analysis:
The above data shows that the 60% peoples like to buy the daily product at
shopping mall.
Interpretation:
Table 17 showing customer rating the employee behavior in shopping malls.
1 2 3 4 5 6 7 8 9 10
Respondent 01 02 05 12 16 10 04
s
% 2 4 10 24 32 20 08
Graph 17
Analysis:
Interpretation:
Table 18 showing customers rating towards the parking facilities at shopping
malls out of 10.
1 2 3 4 5 6 7 8 9 10
Respondent 02 01 02 03 08 03 11 12 16 02
s
% 04 02 04 06 16 06 22 24 12 04
Graph 18:
Analysis:
Interpretation:
Table 19 showing whether customers like to continue shopping at malls in future.
Respondent % of Respondent
Yes 49 98
No 01 02
Graph 19
% of respondent
2
Yes
No
98
Analysis:
Interpretation:
Table 20 showing customers overall shopping experience.
Respondents %
Satisfied 36 72
Highly satisfied 14 28
Not satisfied 00 00
Graph 20
% of respondent
28
Satisfied
Highly satisfied
Not satisfied
72
Analysis:
Interpretation:
FINDINGS
Findings
It has been observe here most of the people like to buy at shopping malls and their
percentage of visiting to shopping malls is also high means peoples are ready to accept
We also observe that consumers are happy with selling pattern of shopping malls. And
consumers are feel that there many type of differences between shopping malls & general
store.
Consumers are very much satisfied with rang and price of product and they are not
buying goods at offer time only they use to buy regular basis.
It is also observe that most of people happy with shopping malls facilities (payment
system, parking facilities) and customers are also happy with employee behavior at
shopping malls.
We also observe that shopping malls are catching more number of customer rather than
general stores that’s why small shop keeper are not happy with shopping malls and super
market.
SUGGESTIONS
Suggestions:
Small retailers need protection and policy support in order to compete with organized
Retail what is required is a more comprehensive policy, which addresses the needs of
small retailers, especially in terms of access to institutional credit and knows how to
At the shopping malls there should be some improvement in parking facility because
In addition, the Government should also abandon the moves to permit FDI in retailtrade
through the back door, as in the case of the joint venture between Wal-Mart andBharti
whereby the former proposes to operate in the cash-and-carry segment while thelatter in
the front-end.
A system of licensing should be introduced for organized retail. Any retail outlet with
floor area over an appropriate minimum floor area should require prior license from local
After looking at the above data we have come to a conclusion that presently there is a trend of
considerable increase of shopping malls in all the metro cities, small towns and a large section of
middle class, upper middle class people are coming for shopping because of the following
reasons:
Customer’s convenience for shopping Items from food to clothing, grocery to electronics
http://www.amazon.com/gp/richpub/syltguides/fullview/R25NB8OBISEFAF
http://www.answers.com/topic/shopping-mall
http://www.highbeam.com/doc/1G1-19781285.html
http://ideas.repec.org/p/ega/wpaper/200805.html
http://www.malls.com/news/2009/07/14/malls-see-change-in-consumer-behavior/
http://jobfunctions.bnet.com/abstract.aspx?docid=314786
http://www.highbeam.com/doc/1G1-159775582.html
http://www.thehindubusinessline.com/catalyst/2004/01/08/stories/2004010800090300.htm
ANNEXURE
QUESTIONNAIRE
Q -1 Do you like purchasing or buying at the shopping malls?
a) Yes b) No
Q-3 Do you like the pattern of the selling product at shopping malls?
a) Yes b) No
Q-4 Do you feel any type of differences between shopping malls & general store?
a) Yes b) No
Q-5 Did you get confuse at the time of product searching in malls?
a) Yes b) No
Q-6 How much you satisfy with their rang and product price?
a) Yes b) No
Q-8 Are you satisfy with shopping malls facilities?
a) Yes b) No
a) Yes b) No
a) Yes b) No
Q-11 How much will you rate the parking facilities at shopping malls out of 10?
1 2 3 4 5 6 7 8 9 10
Q-12 How much you rate the employee behavior in shopping malls out of 10?
1 2 3 4 5 6 7 8 9 10
a) Yes b)No
Q-14 How much you will rate the product quality in shopping malls out of 10?
1 2 3 4 5 6 7 8 9 10
Q-15Are you always finding shopping malls which is located at the good location?
a) Yesb)No
Q-16 Did you purchase every daily use product from shopping malls only?
a) Yes b)No