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Project on Retailing PROJECT REPORT ON CONSUMER ATTITUDE TOWARDS SHOPPING MALLS (A STUDY OF GURGAON CITY) Submitted in the partial fulfillment of Requirement for the degree of Master of Business Administration (2006-08) Submitted To Submitted By Controller of Examination Gaurav M.D. University, Rohtak Roll NO:-06/MBA/015 B.S. Anangpuria Institute of Technology and Management Alampur, Faridabad 1
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Page 1: 53955319-Consumer-Attitude-Towards-Shopping-Malls.pdf

Project on Retailing

PROJECT REPORT

ON

CONSUMER ATTITUDE TOWARDS

SHOPPING MALLS

(A STUDY OF GURGAON CITY)

Submitted in the partial fulfillment of Requirement for the degree of

Master of Business Administration(2006-08)

Submitted To Submitted ByController of Examination GauravM.D. University, Rohtak Roll NO:-06/MBA/015

B.S. Anangpuria Institute of Technology and Management

Alampur, Faridabad

1

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ACKNOWLEDGEMENT

Theoretical knowledge stands nowhere and can’t

yield positive results until and unless supplemented

with the real practice and study of actual

environment. Actually it is the implementation of

the theory in practice that makes real sense.

Research can not be claimed the work of single

person. It is rather a team work. It is the collective

efforts of many persons involved.

I want to express my gratitude to the persons

involved in this project.

Firstly I consider it to be my primordial obligation to

humbly offer my deepest sense of gratitude to my

most reversed professor Mr. Narander Tanwar for

the magnitude of his benevolence and eternal

guidance during the project tenure.

Secondly, I express my heartiest feeling to my

friends who encouraged me and help me to result

the project.

Last, but not least, the whole project might be

incomplete without the cooperation of respondents

concerned.

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Project on Retailing

(GAURAV)

PREFACE

As a part of the MBA curriculum, a major project has to be

undertaken in the 4th semester on the above lines I have done my

Major project on “CONSUMER ATTITUDE TOWARDS

SHOPPING MALLS”(A STUDY OF GURGAON CITY) . This

report has been spit into two major parts. First part A includes the

general information about Reliance Money and second part B

Includes comparative analysis of different brokerage companies. it

gave me an immense pleasure to undertake a project and provided me

a lot opportunity for learning.

A have tried my level best to touch all important and key aspect

of the topic undertaken.

I welcome the suggestions and the criticism from the readers for

the improvement of the dissertation report.

(GAURAV)

3

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CERTFICATE

This is certified that Mr. GAURAV Roll no: 06/MBA/015 is student

of MBA 4th semester. He has done his project titled “CONSUMER

ATTITUDE TOWARDS SHOPPING MALLS” under my

guidance and I found his work quite satisfactory. The project work is

an original work and has not been submitted to any other university

or college for any official purpose.

Project guide HOD.Mgt studies

Principle/ Director

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Project on Retailing

TABLE OF CONTENT

• Acknowledgement

• Preface

• Introduction of Project

• Retailing in India

• Objective of Study

• Research Methodology

• Collection of Data

• Data Analysis and Interpretation

• Findings of the Study

• Advantage of Shopping malls

• Problem faced by Shopping malls

• Conclusion

• Recommendation

• Bibliography

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• Questionnaire

INTRODUCTION

Malls in India are a relatively new format for retailing. While this format

may have existed in the Western economies for several decades, in India

this phenomenon could be estimated to be only about fifteen odd years old.

One of the earliest large floor-area retailers in India was "Shopper's Stop".

However, the first of the current format of the malls was the Crossroads

mall in Mumbai, which was established by the Primal in period around

2000-01. Crossroads then had the highest rent per sq. meter of

establishment that the vendors had to bear. Due to the exorbitant rent,

Crossroads initially had a rough ride. Also, the mall format was new, and

was a novelty for most Indian consumers. This led several visitors to the

mall, but never converted to actual purchases, since most were visiting the

place out of curiosity.

However, the situation had changed drastically now. Malls seem to be

springing up across several cities in India. Notable among these is

Gurgaon, a upcoming city near Delhi.

In India Shopping Malls industry is upcoming industry in India. Today in

India Shopping Mall industry is worth 17000 Cr. Industry. In NCR

(National Capital Region) Gurgaon is the most favorite place for the

shopping malls. M.G. (Meharuli – Gurgaon) Road is the place for all

famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA,

all big players are in shopping mall industry. On M.G. Road Gurgaon MGF

Group has two shopping malls in operation MGF Metropolitan Mall, MGF

Plaza, Sahara Group has its Sahara Mall and DLF Group has its City

Centre. This project involves around the study of THE Consumer Behavior

And Experience About Shopping Malls; A Comparative Study Of MGF

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Project on Retailing

Plaza, Sahara Malls And Metropolitan Mall”.. The methodology adopted to

study the project is through survey in Sahara, MGF and Metropolitan

shopping malls on M.G. Road, 150 consumers were surveyed. The survey

is done through the personal interviews by putting a set of structured

questionnaire to the visitors of Shopping Mall.

Consumer purchasing power is the main factor, which determines their buying

behavior and brand of shopping malls. Shopping Malls are the places for the fun

& entertainment, family outing, shopping and eating’s. In shopping Malls age

factor is also one of the dominant factor in daily footfall. What I studied that in

different shopping malls different age group consumers come and they impact on

the buying behavior.

Consumer who visits any shopping mall on M.G. Road almost comes to visit

Sahara, Metropolitan and MGF shopping mall. In study of shopping malls I

found after analysis that Metropolitan Mall is the best place for the fun &

Entertainment, eating and branded shopping. Metropolitan Mall is not a place for

the middle class.. Sahara Mall is good for the family shopping like households,

apparels due to Big Bazaar and Pantaloon and good for the eating due to the

Haldirams. Sahara Mall is the only one mall on M.G. Road for the middle class.

Regarding the MGF PLAZA it is the place only for the home furnishings and

essential items for the family. It is the place both for the middle class and higher

class. In my study all the consumers have visited all the three Shopping Malls

and they were of all age groups and all classes. In Metropolitan Mall,

management should think about the indoor games like bowling, snooker for the

letting customers spend more time in Mall. In Metropolitan Mall there should be

a disco for the complete fun and entertainment. In Sahara Mall, management

should also think about how to promote other stores except Big Bazaar. Make it

like a Shopping mall not like a Big Bazaar store. In MGF PLAZA there are

basically home furnishing items so the Management should think of plan to

attract the young crowd in the Mall in order to make it a complete Mall for both

shopping and entertainment. They can open a Cinema hall to attract the crowd of

all age group.

With new shopping-malls having become operational in many cities across

7

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India, it is interesting to observe how the shopping-behaviour of consumers

in the vicinity of these malls has changed and thereby draw some lessons

that could be of some use to the developers of hundreds of new malls that

are currently under planning or construction across India.

INDIA – A Vibrant Economy & Resplendent Market

- 4th Largest economy in PPP terms after USA, China & Japan.

- To be the 3 rd largest economy in terms of GDP in next 5 years.

- 2 nd fastest growing economy in the world.

- The US $ 580 billion economy grew 8.2 percent in the year 03-04

- Among top 10 FDI destinations

- Stable Government with 2 nd stage reforms in place

- Growing Corporate Ethics (Labour laws, Child Labour regulations,

environmental protection lobby, intellectual and property rights, social

responsibility).

- Major tax reforms including implementation of VAT.

- US $ 130 billion investment plans in infrastructure in next 5 years

- 2nd Second most attractive developing market, ahead of China

- 5th among the 30 emerging markets for new retailers to enter

With over 600 million effective consumers by 2010 India to emerge as one of the

largest consumer markets of the world by 2010.

Five Reasons why Indian Organized Retail is at the brink of Revolution:

• Scalable and Profitable Retail Models are well established for most of the

categories

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• Rapid Evolution of New-age Young Indian Consumers

• Retail Space is no more a constraint for growth

• Partnering among Brands, retailers, franchisees, investors and malls

• India is on the radar of Global Retailers Suppliers

Looking Ahead

Many strong regional and national players emerging across formats and

product categories Most of these players are now geared to expand far

more rapidly than the initial years of starting up Most have regained /

improved profitability after going through their respective learning curves.

Malls in India

• A decade ago – not a single mall

• A year ago – less than half a dozen

• Today – 40 malls

• 2 years from now – 300 malls

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RETAILING IN INDIA

Despite being one of the largest employing industries in India and contributing a

significant portion to GDP, it still lacks a clear policy which would allow Indian

retail players to firmly establish themselves and enable them to face competition

on an equal footing.

Indian retailing industry has made huge strides over the last 10 years. The

retail trade in India is expanding by 22 per cent per annum with addition of

25 million middle class customers. Despite the recent boom in the retail

sector in India, organized retail forms only around 3 per cent of the entire

industry.

Despite being one of the largest employing industries in India and

contributing a significant portion to GDP, it still lacks a clear policy which

would allow Indian retail players to firmly establish themselves and enable

them to face competition on an equal footing.

Large-format retailing in India has added razzmataz to the urban shopping

experience. The interesting part, however, is how retailers are using

modern management to turn profitable.

For a while, there was disappointment. What had promised to be an

engaging 'Store Wars' saga had ended up as just another beauty contest. A

few glamorous mega-stores here and there, with people pausing to look

them up and down, before getting back to their old shopping routines. . .at

the round-the-corner kirana stores.

Years and years into liberalisation, it seemed as if big-format retailing

would never come to India. Well, guess what - things have started

changing. Retailing, investors have realized, can be good business

proposition, if infused with cutting-edge management processes and

strategies.

Globally, retailing is big business, worth a staggering $6.6 trillion,

according to a recent report published by McKinsey Co. in partnership

with the Confederation of Indian Industry (CII).

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Project on Retailing

In India, the sector is the second-largest employer after agriculture, and is

the world's most fragmented too. There are some 12 million retail outlets

in India (compared to 905,000 in the US), half of which are low -cost

kiosks and pushcarts. In fact, if there is any sector that shows how starkly

India differs from the West, it is the way Indians shop. The organised

sector accounts for just 2 per cent (and modern stores just 0.5 per cent) of

the estimated $ 180-billion worth of goods that are retailed in India every

year. That total figure is the equivalent of the turnover of one single US-

based chain: Wal-Mart.

But it won't be that way for long. The growth of high-income, time-starved

nuclear families is prodding change. More than a third of India's

population is in the 20-44 age-group, says Urvi Piramal, vice chairperson,

Piramal Enterprises Ltd, who runs Crossroads, a swanky mall in Mumbai

that has become an island of glamour in a sea of greying concrete.

"Attitudes are changing", she says, "and people are more exposed to the

world environment, where they see so many brands and so many different

lifestyles. They try to emulate that. Also, import restrictions will soon be

lifted, and the whole scene will change. People will want convenience and

service".

Besides, Indian youth desperately need 'hangout' places that satisfy their

notion of a 'cool' ambience.

McKinsey expects the organised sector to be around $ 18 billion (6 per

cent of the retail market) by 2010, which could support at least a couple of

$450-million-plus chains in grocery retailing and some $250-million-plus

chains in grocery retailing and some $250-million-plus stores in apparel,

perhaps even specialised categories like CDs and books. At the moment,

more than half the retail sales in India are groceries, which meet needs at

the base of 'Maslow's hierarchy'.

" The investment wave has begun. Large format supermarkets are coming

up. Among centrally air-conditioned malls, Crossroads is the main test

case. Other than that, there is Chennai's Spencer Plaza and Delhi's Ansal

Plaza. All of them seem perpetually crowded. The result: some 50 new

malls, making up around five billion sq. ft of fancy mall space, are

currently under development across the country. More will follow.

In all, around Rs. 3500 crore of investment is being put in. Construction

11

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firms form one set of players. The other are industrial houses such as the

RPG and Piramal groups, which are looking at the retail sector as a high-

growth area that could create huge enterprises over the next decade. Other

industrial houses are getting ready for action too. This is one sector where

local expertise counts for a lot making it easier to compete with global

businesses if and when they are allowed in (foreign investment is not

permitted in retail).

WHERE IT STANDS

Retail sales in 1998 (in $ billion)

2325

365 337 325180

0

500

1000

1500

2000

2500

USA France UK China India

Size of largest player (in $ million)

165000

24500 25505

737 1400

50000

100000

150000

200000

USA France UK China India

Small store domination

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Project on Retailing

12000

1179 1071 905

0

2000

4000

6000

8000

10000

12000

INDIA MEXICO BRAZIL USA

CURRENT SCENARIO

At present, foreign direct investment (FDI) in pure retailing is not permitted

under Indian law. In 1993, the then finance minister Dr Manmohan Singh had

changed the law to permit FDI in retail trade. Dairy Farm, a multinational

corporation entered India on that opening. But, the next finance minister, P

Chidambaram, to curry favour with the Communists in the then United Front

government, changed the law again in 1996 to ban FDI in retail trade, but as with

every Indian law there is a loophole by which foreign retailers can (and some do)

operate in India through local franchises.

Now, in 2008, the new United Progressive Alliance government is grappling

with same question whether or not to permit FDI in retail trade, but with the

same ministerial personnel in a Congress party musical chair circus!

India is today the only major economy that still does not permit FDI in retail

trade. In China, 35 of the world's top 70 retailers have already entered and set up

business. They have helped boost exports. Wal-Mart alone exported in 2002

about $12 billion worth of goods. These retailers source their goods from inside

China.India is targeting for its GDP to grow by 8 to 10 per cent per year. This

requires raising the rate of investment as well as generating demand for the

increased goods and services produced. An export is one way of generating that

demand. Encouraging private consumption expenditure is another way.

13

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Both these can be facilitated by allowing market-savvy, market-intelligent and

best management practices, through corporations such as Wal-Mart, Carrefour,

Ahold, JC Penny, et cetera to enter India.

These retail giant houses can bring their better managerial practices and IT-

friendly techniques to cut wastage and set up integrated supply chains to

gradually replace the presented disorganised and fragmented retail market.

According to McKinsey, India wastes nearly Rs 50,000 crore in the food chain

itself. These international retail outlets can help develop the food processing

industry which requires $28 billion of modern technology and infrastructure.

As India's urbanisation grows, these modern food delivery systems are required.

Foreign companies want to come in, and we need their money and techniques to

prepare our transition to the inevitable globalised market of the future.

FDI in retail sector has been a key driver of productivity growth in Brazil, Poland

and Thailand. This has resulted in lower prices to the consumer, more

consumption and higher profit for the producer.

FDI in retail trade has forced the wholesalers and food processors to improve,

raised exports, and triggered growth by outsourcing supplies domestically. The

availability of standardised products has also boosted tourism in these countries.

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Project on Retailing

OBJECTIVES OF THE RESEARCH STUDY

The first step in any Marketing Research calls for the researcher to define the

project scope and then define problem carefully and formulate the research

Objectives. An old age says, “A problem well defined is half solved.”

To study the “Consumer behavior and experience about Shopping malls: A

comparative study of among MGF PLAZA, METROPOLITAN MALL AND

SAHARA MALL at Gurgaon.” Will be conducted with the following objectives:

1. To study the motives of people visiting different Shopping Malls.

2. To study the impact of promotional strategies on consumer buying

behaviors.

3. To study the frequency at which buyer visits different Shopping

Malls at Gurgaon.

15

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Project on Retailing

RESEARCH METHODOLOGY

Research Plan: Research Plan is no specific for all types of research; it is

decided depending upon the nature of the problem. It can be –Exploratory,

Descriptive or Causal.

To study the Consumer Behavior and experience about Shopping Malls is a

descriptive research.

Designing a research plan calls for decisions on –

1. Data sources

2. Research Instruments

3. Sampling plan

4. Contact methods.

Data Sources: The research involves gathering Secondary as well as

Primary data.

Primary data: A survey was conducted to gather primary data from the

market here the main emphasis will be given on the consumers to gather

information as consumers are the ones who decide the brand of any

shopping mall and they are different from each other on various aspects. It

will help us to know their purchasing behavior in different shopping malls.

They are the one who constitute the market and the target of the business.

In Shopping Malls Industry until and unless we have the knowledge of

consumer buying behavior and where they spend the most and what they

think about the mall cannot increase the footfall and conversion ratio.

Secondary data: Secondary data regarding foot falls in shopping mall,

buying pattern and other related was collected from the internet and mall

management itself.

17

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Research Instrument

In marketing research the main research instrument used in collecting

primary data is the Questionnaire. For this research a set of questionnaire

was used to gather information on the consumer buying behavior and their

perception towards the shopping malls. The questionnaire had both open

ended and close ended.

Sample Plan

The Sample Plan calls for three decision

· Sampling Unit,

· Sample Size,

· Sampling Procedure

CONSUMER SURVEY: -

Sample Unit: Consumers.

Sample Size: 150

1. MGF Metropolitan Mall – 50

2. Sahara Mall – 50

3 MGF Plazas – 50

Total – 150

RETAILER SURVEY: -

Sample Size: 50

Sample Procedure: (Random Sampling) Non-probability Convinces

Sample is adopted i.e. the most accessible members of the population are

randomly selected.

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Project on Retailing

CONTACT METHOD: The best-suited method for this kind of survey is

Personal Interview. Through this method of conducting research more

questions can be asked and it helps in collecting additional information.

COLLECTION OF DATA

DATA COLLECTION:-

To bring the practicality into study work there is need of collection

of data, now here question arise.

How to collect the data?

What will be the nature of data?

The answer is as follow.

Data Sources: The research involves gathering Secondary as well as

Primary data.

Primary data: A survey was conducted to gather primary data from the

market here the main emphasis will be given on the consumers to gather

information as consumers are the ones who decide the brand of any

shopping mall and they are different from each other on various aspects. It

will help us to know their purchasing behavior in different shopping malls.

They are the one who constitute the market and the target of the business.

In Shopping Malls Industry until and unless we have the knowledge of

consumer buying behavior and where they spend the most and what they

think about the mall cannot increase the footfall and conversion ratio.

Secondary data: Secondary data regarding foot falls in shopping mall,

19

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buying pattern and other related was collected from the internet and mall

management itself.

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Project on Retailing

Research Instrument

In marketing research the main research instrument used in collecting

primary data is the Questionnaire. For this research a set of questionnaire

was used to gather information on the consumer buying behavior and their

perception towards the shopping malls. The questionnaire had both open

ended and close ended.

DATA ANALYSIS:-Data is analyzed by using:-

1. HISTOGRAMS

2. PIE CHARTS

Average also used to analyze the data. The weighted average score ahs been used

to calculate importance of a factor and also to know the most preferred factor the

customers. The data is also analyzed with the help of the graphs.

STATISTICAL PLAN

Data collection through survey was analyzed with the help of simple

percentage tabular & graphic method that includes both graphs &pie

charts.

Sample Plan

The Sample Plan calls for three decision

· Sampling Unit,

· Sample Size,

· Sampling Procedure

CONSUMER SURVEY: -

Sample Unit: Consumers.

Sample Size: 150

21

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1. MGF Metropolitan Mall – 50

2. Sahara Mall – 50

3 MGF Plazas – 50

Total – 150

RETAILER SURVEY: -

Sample Size: 50

Sample Procedure: (Random Sampling) Non-probability Convinces

Sample is adopted i.e. the most accessible members of the population are

randomly selected.

CONTACT METHOD: The best-suited method for this kind of survey is

Personal Interview. Through this method of conducting research more

questions can be asked and it helps in collecting additional information.

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Data Analysis and Interpretation

Do you agree that there is trend towards organized retail in India?

YES NO

50 -

0

10

20

30

40

50

YES NO

Do you think large organized retailers would be controlling a substantial portion of the retail trade ?

YES NO

50 -

23

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0

10

20

30

40

50

YES NO

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How o you perceive the development of Shopping malls in Delhi and NCR Region?

HEALTHY TREND UNHEALTHY TREND

45 5

05

101520

2530354045

Healthy Trend Unhealthy Trend

What according to you is the purpose of the customers visit to the Shopping Malls?

Purpose Yes No

Food and Beverages 5 45

Music and Entertainment 8 42

Life style products 45 5

Latest Fashion and Clothing 50 -

Choosing gifts 10 40

Consumer Durable 38 12

25

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0

10

20

30

40

50

Yes NoFood and BeveragesMusic and EntertainmentLife style productsLatest Fashion and ClothingChoosing giftsConsumer Durable

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What according to you are the reasons for buying at that particular

shopping mall (Please rank them in order of preference?)

27

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Nearness to house/locality 1

Good range available 5

Friendly shopkeeper/ good relations

2

Good ambience 3

Good bargain 4

1

5

2

3

4

0

1

2

3

4

5

Nearness to house/localityGood range availableFriendly shopkeeper/ good relationsGood ambienceGood bargain

Rank (1-6) the following factors, which influence the customer purchase decision at a shopping mall.

Price 5

Brand 6

Location of Mall 4

Parking At Outlet/Mall 3

Appealing Ambience 2

Advice from acquaintances 1

56

43

21

0

2

4

6

PriceBrandLocation of MallParking At Outlet/MallAppealing Ambience3-D Column 6

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Do shopping malls have the following advantages?

Yes No

Time Factor 32 18

Discount schemes 48 2

Adequate parking space 32 18

Individual sections for all categories

50 -

Good shopping experience in better place with convenience and variety.

39 11

Organized shops with international ambience &air condition all-around.

50 -

32

48

32

50

39

50

18

2

18

0

11

00

10

20

30

40

50

Yes No

Time Factor

Discount schemes

Adequate parking space

Individual sections for all categories

Good shopping experience in better place withconvenience and variety.Organized shops with international ambience&air condition all-around.

29

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Do you think India has a potential in the Retail industry?

YES NO

50 -

0

10

20

30

40

50

YES NO

Do you think that organized retail will provide many opportunities both to existing players as well as new entrants?

YES NO

50 -

0

10

20

30

40

50

YES NO

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Do you think India is prepared for open competition?

YES NO

50 -

0

10

20

30

40

50

YES NO

31

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ANALYSIS OF CONSUMER BEHAVIOUR IN SHOPING MALLS

CONSUMER BUYING BEHAVIOUR IN METROPOLITIAN MALL

1. Age group in Metropolitan mall.

The visitors of Metropolitan Mall are almost of all age group, the

maximum no. of visitors is in the age group of 20-25 and 25-35, followed

by below 20 yrs and 35 yrs and above.

age group in metropolitan mall

50

90

90

35

Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 yrs.& above

2. Category of consumers in the age group of below 20 years.

The categories of consumers who are below the age group of 20 years

are either the students (70%) or the visitors who are working (30%) i.e. it

includes all the undergraduates.

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70%0%

0%

30%0% STUDENT

BUSINESS

PROFESSSION

SERVICES

HOMEMAKERS

33

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3. Frequency of visit to the mall of below 20 yrs.consumers.

The frequency of visit to visit the Mall among below 20 yrs of consumers

is mostly once in a week (70%) followed by everyday (10%) and twice in

a week (10%)

10%

70%

10%

10%

Everyday

Once in a week

Twice in a week

Any other

4. Purpose to come to shopping mall of age group below 20yrs.

The main purpose to visit the Shopping Mall among teens include fun and

entertainment (80%) followed by eating (10%) and shopping (10%).

80%

0%

10% 10%

Fun &Entertainm ent

Fam ily Outing

Shopping

Eating’s

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5 .Annual Household Income in the age group below 20 yrs.

The annual household income of teens include 2-5 lakhs (80%) followed

by 5-10 lakhs (10%) and below 2 lakhs (10%) (Most of them are

dependent upon their parents)

10%

80%

10% 0%Below Rs.2Lakhs

Rs.2-5Lakhs

Rs. 5-10Lakhs

Rs. 10Lakhs &Above

6. Spend per visit in shopping mall in the below 20 yrs.

The per visit spending in the Metropolitan Mall include Rs. 200-500(60%)

followed by Rs. 500-2500(30%0 and below Rs. 200 (10%)

10%

60%

30%0% Up to Rs. 200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

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7 .Sectors on which they spend the most below 20yrs. Consumers.

The sectors on which the teen’s spend the most include music and

entertainment (80%) followed by food and beverages (10%) and apparels

(10%).

10% 10%

0%

80%

0%

0%

Apparels

Food & Beverages

Beauty Products

Music &Entertainment

Gifts & Watches

Sportswear

8. Favorite shopping mall of consumers

The favorite Shopping Mall in M.G. Road is Metropolitan Mall (90%),

followed by Sahara Mall (10%) and MGF PLAZA is not at all liked by the

youths.

90%

10% 0%

Metropolitan Mall

Sahara Mall

MGF Plaza

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CONSUMERS BETWEEN THE AGE GROUP OF 20-25

1. Category of consumers of age group 20 – 25 yrs.

The category of consumers visiting Shopping Mall in the age group of 20-

25 years includes the Professional (39%), followed by Students (33%)

and service class (22%) and Business class (6%).

33%

6%39%

22% 0% Student

Business

Professional

Services

Homemaker

2. How often they come to shopping mall.

The frequency of their visit to Shopping Mall is once in a week (66%)

followed by Twice in a week (17%) and every day(11%).

11%

66%

17%6% Everyday

Once in a w eek

Tw ice in a w eek

Any other

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3. Purpose to come to shopping mall.

Their purpose to visit Shopping Mall include fun and entertainment (56%)

followed by eating (33%) and shopping (11%).

11%

56%

33%0%

Shopping

Fun &Entertainment

Eating

Family Outing

4. Annual household’s income.

The annual house hold income includes 2- 5 lakhs (71%) followed by

below 2 lakhs (17%) and 5-10 lakhs (6%), 10 lakhs and above (6%)

17%

71%

6% 6%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

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5. Spend per visit in shopping mall.

Their per visit spend includes Rs. 200-500 (66%) followed by Rs.500-

2500 (22%) and Rs. 2500 and above (6%) and up to Rs.200 (6%)

6%

66%

22%6% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

6. Categories on them spend the most.

They spend mostly on music and entertainment (66%) followed by food

and beverages (16%), gift and watches (6%) and apparels (6%)

6%16%

66%

6% 6%

Apparels

Food & Beverages

Music &Entertainment

Sportswear

Gifts & W atches

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7. Favorite shopping mall of consumers

Their favorite Shopping Mall is Metropolitan Mall (78%), followed by

Sahara Mall and MGF Mall (11%)

78%

11%11%

Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS AGE GROUP OF 25-35

1 . Category of the consumer’s age group between 25 – 35 yrs.

The category of consumers in the age group between 25-35 yrs include

Professional (39%), followed by Services(33%) ,Home maker(17%),and

Business(11%)

0% 11%

39%33%

17%

Student

Business

Professional

Services

Homemaker

2. How often they come to shopping mall.

They often visit shopping mall once in a week (77%), followed by twice in

a week (17%)

0%

77%

6%17% Everyday

Once in a week

Twice in a week

Other

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3. Annual household’s income.

The annual household income is 2-5 lakhs (61%) followed by 5-10 lakhs

(17%) and below 2 lakhs (11%) and Rs.10 lakhs and above (11%)

11%

61%

17%11%

Below 2 lakhs

2-5 lakhs

5-10 lakhs

Rs. 10 lakhsand above

4. Spend per visit in shopping mall.

Their per visit spend is Rs.500-2500 (50%), followed by Rs.200-

500(44%), Rs. 2500&above (6%)

0%

44%

50%

6%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 &Above

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5. Favorite shopping mall of consumers

Their favorite shopping mall is Metropolitan Mall (83%), followed by

Sahara Mall (11%) and MGF Mall (6%)

83%

11% 6% Metropolitan Mall

Sahara Mall

MGF Plaza

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CONSUMERS IN AGE GROUP OF 35 AND ABOVE

1. Category of consumer’s age group 35 and above.

The category of consumers in the age group of 35 and above include

service class (58%), followed by homemakers(14%), professional (14%)

and business class(14%)

0% 14%

14%

58%

14% Student

Business

Professional

Services

Homemaker

2. How often they come to shopping mall.

Their frequency of visit includes once in a week (14%) and unscheduled

visit (86%)

0%14%

0%

86%

Everyday

Once in a week

Twice in a week

Other

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3. Purpose to come to shopping mall.

Their purpose to visit shopping mall include fun and entertainment(3%) ,

followed by eating(25%) ,shopping (20%)and family outing(15%0

Purpose to come to shopping Mall

20

3025

15Shopping

Fun &EntertainmentEating

Family Outing

4. Annual household income.

Their annual household income includes 2-5 lakhs (71%) followed by 5-

10 lakhs (29%)

0%

71%

29%

0% Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

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5. Spend per visit in shopping mall.

Their per visit spend includes Rs.200-500(43%), followed by Rs.500-

2500(29%) and Rs.200 (14%) and Rs.2500 &above (14%)

14%

43%29%

14% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

6. Favorite shopping mall of consumers

Their favorite shopping mall is Sahara Mall (42%) followed by

Metropolitan Mall (29%) and MGF Mall(29%)

29%

42%

29% Metropolitan Mall

Sahara Mall

MGF Plaza

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CONSUMER BUYING BEHAVIOR IN SAHARA MALL

1. Age group of consumers in Sahara Mall.

The age group of consumer includes 35yrs and above (47%), 25-35 yrs

(32%) followed by 20-25(13%) and below 20 yrs (8%).

age group

8%13%

32%

47%

Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 yrs.& above

2. Category of consumers in Sahara Mall.

The category of consumers in Sahara Mall include

homemakers (47%) Professionals (19%) , services(19%) ,business

class(9%) and students(6%)

Category of consumers

6% 9%

19%

19%

47%

Student

Business

Professional

Services

Homemaker

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CATEGORY OF CONSUMERS HOME MAKERS (35 YRS AND

ABOVE)

1. How often Homemaker visit the Sahara mall.

Their frequency of visit to Mall is mostly unplanned (60%) followed

by once in a week (28%) and twice in a week (12%)

0%28%

12%60%

Everyday

Once in a week

Twice in a week

Other

2. Homemakers annual Households Income.

The annual house hold income of the homemakers is 2-5lakhs

(60%), 5-10lakhs (20%) and below 2 lakhs and Rs10 lakhs and

above

12%

60%

20%8%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

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3. Homemakers how much spend in Sahara Mall.

Their per visit spending in Mall include Rs. 500-2500, followed by

Rs.2500 and above, Rs.200-500 and up to Rs.200

Category of consumers

15

75

25 10 Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

4. On which sector households spends the most.

The households spend mostly on household items (72%) followed by

Apparels(20%) and food and beverages(10%)

20%

8%

72%

0% A pparels

Food & B everages

Households

S ports wear

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5. What attracts them to come to shopping mall

The homemakers are attracted to come to Mall due to the discount

schemes (80%), followed by ambience and facilities (12%) and

branded shops (8%)

8%

80%

12% 0%

Branded Shops

DiscountSchemes

Ambience &Facilities

Entertainment

6. Favorite shopping mall of homemakers.

The favorite Shopping Mall of homemakers is Sahara (68%), followed by

MGF Plaza (20%) and Metropolitan (12%)

12%

68%

20% M etropolitan M all

S ahara M all

M GF P laza

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CATEGORY OF CONSUMERS (SERVICES(25-35 YRS)

1. How often Consumers (Services) visit the Sahara mall.

The service class visits the mall once in a week (70%), twice in a

week (20%) and unscheduled visit (10%)

0%

70%10%

20% Everyday

Once in a week

Twice in a week

Other

2. Services consumers how much spend in Sahara Mall.

Their per visit spend is Rs. 500-2500(60%), Rs. 200-500 (30%) and

Rs.2500 &above

0%30%

60%

10%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

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3. On which sector service consumers spend the most.

They spend mostly on Household products (80%) followed by food

and beverages (10%) and apparels (10%)

10%10%

80%

Apparels

Food & Beverages

Households

4. Favorite shopping mall of Services Consumers.

Their favorite Shopping Mall is Metropolitan (64%) followed by Sahara

(27%) and MGF Plaza (9%)

Favourite shopping mall

64%

27%

9%

Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (PROFESSIONALS)

1. On which sector professional consumers spend the most.

The Professionals spend mostly on households (70%), Apparels

(20%) and food and beverages (10%)

20%

10%

70%

Apparels

Food & Beverages

Households

2. Professionals how much spend in Sahara Mall.

Their spending per visit includeRs.500-2500(60%), Rs.200-

500(30%), followed by Rs.2500& above (10%)

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0%30%

60%

10%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

3. Annual household income of professionals.

Their annual household income include 2-5 lakhs (70%), 5-10 lakhs

(30%)

0%

70%

30%

0% Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

4. How often professionals visit Sahara Mall.

Their visit to Shopping mall is mostly unscheduled (80%), followed by

once (10%) and twice in week (10%)

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0 % 1 0 %1 0 %

8 0 %

E ve ry d a y

O n c e in a w e e k

Tw ic e in a w e e k

O th e r

5 . Favorite shopping mall of Professionals.

Their favorite shopping mall is Metropolitan, followed by Sahara and MGF

Plaza

Favourite shopping mall

35

10

5

Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORIES OF CONSUMERS (BUSINESS CLASS)

1. On which sector Business class consumers spend the most.

The business class spends mostly on Households (40%), apparels

(40%) and food& beverages (20%)

4 0%

40 %

20 %

A p p are ls

F o od & B e ve ra ge s

H o u s e ho ld s

a. How often they come (Business Class)

come to shopping mall.

Their visit to shopping mall is unscheduled (80%), followed by once

in a week(20%)

0% 20%0%

80%

Everyday

Once in a week

Twice in a week

Other

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3. Annual household income of Business Class consumers.

The annual household income is 5-10 lakhs (60%), followed by 2-5 lakhs

0%

40%

60%

0% Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

4. Business class consumers how much spend in Sahara Mall.

Their per visit spend is Rs.500-2500 (80%), and Rs.2500 & above

(20%)

0%

0%

80%

20% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

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5. Favorite shopping mall of Business class Consumers.

Their favorite shopping mall is Metropolitan (60%), Sahara mall (20%)

and MGF Plaza (20%)

60%20%

20% MetropolitanMall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (STUDENTS )

1. How often students visit the Sahara Mall.

The students visiting the Sahara Mall is unplanned (100%)

0%

0%

0%

100%

Everyday

Once in a week

Twice in a week

Other

2. Student consumers how much spend in Sahara Mall.

The students per visit spend to Mall is Rs.500-2500(67%), followed

by Rs. 200-500(33%)

0%

33%

67%

0%

Up to Rs .200

Rs .200-500

Rs .500-2500

Rs .2500 & A bove

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3. Annual household income of student consumers.

The annual household income of students is 2-5 lakhs (67%), followed by

5-10 lakhs (33%)

0%

67%

33%

0%

B elow 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs . 10 lakhs & above

4. On which sector students consumers spend the most.

The students spend mostly on Apparels (67%), and Food and

beverages (33%)

67%

33%0%

Apparels

Food & Beverages

Households

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a. Student’s favorite shopping mall.

The favorite shopping mall of students is Metropolitan Mall (100%)

100%

0%

0% Metropolitan Mall

Sahara Mall

MGF Plaza

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CONSUMER BUYING BEHAVIOR IN MGF PLAZA

1. Age group of consumers in MGF Plaza.

The age group of consumers in MGF Plaza is 35 yrs and above (56%),

25-35 yrs (37%) and 20-25 yrs (5%), below 20 yrs (2%)

Age Group

2% 5%

37%56%

Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 & Above

2. Category of consumers in MGF Plaza.

The category of consumers is homemakers (54%), business class

(23%), and professionals (12%). Services (9%) and students (2%)

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Category

2%23%

12%9%

54%

Student

Business

Professional

Services

Homemaker

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CATEGORY OF CONSUMERS (HOME MAKERS)

1. How much Homemakers spend in the MGF Plaza.

The homemakers per visit spend is Rs. 2500 & above (74%), Rs.

500-2500(22%) and Rs. 200-500(4%)

0%

4%

22%

74%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

2. On which sector homemaker consumers spend the most.

The homemakers spend mostly on Home furnishing (78%),electronic

items(22%)

78%

22% 0%Home furnishing

Electronic Items

Food & Beverages

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3. Annual household income of homemaker consumers.

Their annual household income is Rs. 10 lakhs & above (44%), 5-10

lakhs(39%) and 2-5 lakhs(17%)

0%

44%

39%

17%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

4. How often homemakers visit the shopping mall.

The homemakers visit to shopping mall is unscheduled (87%) and

once in a week (13%)

0%13%

0%

87%

Everyday

Once in a week

Twice in a week

Other

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5. Homemaker’s favorite shopping mall .

The favorite shopping mall of homemakers is Sahara (76%),

Metropolitan (19%) and Mgf Plaza (5%)

5%

76%

19% Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (BUSINESS CLASS)

1. How much Business class consumers spend in the MGF Plaza.

The business class per visit spending is Rs.2500&above (50%),

Rs.500-2500(50%)

0%

0%

50%50%

Up to Rs .200

Rs .200-500

Rs .500-2500

Rs .2500 & A bove

2. On which sector business class consumers spend the most.

The business class spends mostly on home furnishing (35.70%),

electronic items (15.30%)

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35, 70%

15, 30%0, 0%

Hom e furnis hing

E lec tronic Item s

Food & B everages

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3. Annual household income of business class consumers.

The annual household income of business class is 2-5 lakhs (50%), 5-10

lakhs (30%), 10 lakhs and above

0 %

5 0 %

3 0 %

2 0 % B e lo w 2 la k h s

2 - 5 la k h s

5 - 1 0 la k h s

R s . 1 0 la k h s & a b o ve

4. How often business class consumers visit the mall.

Their visit to shopping mall is often unplanned(90%) , followed by

once in a week(10%)

0%10%

0%

90%

Everyday

Once in a week

Twice in a week

Other

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5. Business class favorite shopping mall .

Their favorite shopping mall is Metropolitan(25.50%) , followed by

Sahara (15.30)and Mgf Plaza(10.20%)

25, 50%15, 30%

10, 20%

Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (PROFESSIONALS)

1. How much professionals consumers spend in the MGF Plaza.

Professionals per visit spend in mall include Rs.500-2500 (80%),

followed by Rs.2500& above (20%)

0%

0%

80%

20% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

2. How often professional consumers visit the mall.

The professionals visiting mall is mostly unplanned (80%), followed

by once in a week (20%)

0% 20%

0%

80%

Everyday

Once in a week

Twice in a week

Other

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3. Annual household income of professional consumers.

Their annual household income is 2-5 lakhs (80%), 5-10 lakhs (20%)

0%

80%

20%

0%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs & above

4. On which sector professional consumers spend the most.

The professionals spend mostly on home furnishing (20.80%),

followed by electronic items (5.20%)

20, 80%

5, 20% 0, 0%

Home furnishing

Electronic Items

Food &Beverages

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5. Professional’s favorite shopping mall.

Their favorite Shopping mall is Metropolitan (20.80%), MGF Plaza

(3.12%), and Sahara mall (2.8%)

20, 80%

2, 8%

3, 12%

MetropolitanMall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (SERVICE CLASS)

1. How often service consumers visit the mall.

The service class consumers visit the mall in an unplanned way

when ever they are getting time for it (100%)

0 %0 %0 %

1 0 0 %

E ve ry d a y

O n c e in a w e e k

Tw ic e in a w e e k

O t h e r

2. On which sector services consumers spend the most.

The service consumers spend mostly on home furnishing(10.50%)

and electronic items(10.50%)

10, 50%10, 50%

0, 0%

Hom e furnishing

Electronic Item s

Food &Beverages

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3. Annual household income of services consumers.

The annual household income of service consumers is 2-5 lakhs(50%)

and 5-10 lakhs(50%)

0%

50%50%

0% Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

4. Service class consumer’s favorite shopping mall.

Their favorite shopping mall is Sahara(50%0 followed by MGF

Plaza(40%) and Metropolitan Mall(10%)

10%

50%

40% Metropolitan Mall

Sahara Mall

MGF Plaza

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CATEGORY OF CONSUMERS (STUDENTS)

1. How much student class spends in the MGF Plaza?

The students spend on their per visit on Shopping Mall is Rs. 200-

500(100%)

0%

100%

0%

0%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

2. On which sector student consumers spend the most.

The students spend mostly on Food and beverages (100%)

0%

0%

100%

Home furnishing

Electronic Items

Food & Beverages

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3. How often student consumers visit the mall.

The students visit the Shopping Mall is totally unplanned as they

don’t prefer to visit often MGF Plaza (100%)

0%

0%

0%

100%

Everyday

Once in a week

Twice in a week

Other

4. Student consumer’s favorite shopping mall .

The favorite Shopping Mall of students is Metropolitan Mall

100%

0%

0% Metropolitan Mall

Sahara Mall

MGF Plaza

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ANALYSIS OF CONSUMER’S EXPERIENCE IN SHOPING MALLS

CONSUMER’S EXPERIENCE IN METROPOLITAN MALL

1. What brand image do you have of Metropolitan Mall?

The brand image of Metropolitan Mall is of PVR (47%) followed by

Metropolitan (22%), Shoppers stop (21%). Mc Donald (10%)

47%

22%

21%10%

PVR

MetropolitanMallShoppersStopsMc Donald

2. Perception of Metropolitan Mall as a Brand.

The perception of Metropolitan Mall as a brand is of good entertainment

place (63%), followed by good eating place (28%), and good place for

family shopping (9%)

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28%

9%63%

Good EatingPlace

Good place forfamily shopping

Goodentertainmentplace

a. What factors attracts to come to

shopping mall.

The factors that attract the visitors are fun and entertainment (56%),

followed by branded shops (19%), sales (8%) and service and

facilities (17%)

1 9 %

8 %

1 7 %5 6 %

B ra n d e d S h o p s

S a le s

S e rvic e s &F a c i l i t ie sF u n &E n t e r t a in m e n t

4. What motivates the consumer to the shopping mall?

The consumers are motivated to visit shopping mall is through

friends and relatives (57%), followed by self motivation (19%),

promotional activities (11%), and advertisements (11%)

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19%

11%

13%

57%Self Motivation

Advertisements

Promotional Activities

Friends & Relatives

CONSUMER’S EXPERIENCE IN SAHARA MALL

1. Brand image of Sahara Mall in consumers?

The brand image is of Big bazaar (56%), followed by Sahara mall

(38%), Pantaloons (4%) and Haldiram (2%0

56%

2%

4%

38%

Big Bazaar

Haldirams

Pantaloons

Sahara Mall

2. Perception of consumers of Sahara Mall as a Brand.

The perception of consumers about this mall is middle class

mall(56%) followed by family shopping mal(38%)l and good eating

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place(6%)

6%

56%

38%

G ood eat ing plac e

M iddle C las s m all

Fam ily s hoppingm all

3. What factors attracts to come to shopping mall.

The factors that attract the customers to visit the mall are

sales(63%) followed by food and entertainment(19%) , services and

facilities (9%)and branded shops(9%)

9%

63%

9%

19% Branded Shops

Sales

Services &Facilities

Food &Entertainment

3. What motivates the consumer to the shopping mall?

The motivation to visit the shopping mall are friends and

realtives(56%), followed by advertisements (38%) and the

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promotional activities(6%)

0%38%

6%

56%

S elf M otivat ion

A dvert isem ents

P rom otionalA c tivit ies

F riends &Relat ives

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CONSUMER’S EXPERIENCE IN MGF PLAZA

1. Brand image of MGF Plaza in consumers?

The brand image of MGF Plaza is of MGF Arcus (70%), followed by

MGF Plaza (23%) and complete home furnishing Mall(7%)

2 3 %

7 0 %

7 % M G F P la z a

M G F A rc u s

C o m p le t eH o m e fu rn is h in g M a l l

2. Perception of consumers of MGF Plaza as a Brand.

The perception of consumers of Mgf Plaza as a brand is a family

shopping mall(90%), followed by good eating place(7%)

7%

0%

93%

Good eating place

Good Place for fun

Family shopping mall

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3. What factors attracts to come to shopping mall.

The factors that attract the most to visitors are Home furnishing

items (69%), followed by branded shops (12%) and services and

facilites(12%)

12%

69%

12% 7%

Branded Shops

Home furnishingItems

Services &Facilities

Food &Entertainment

4. What motivates the consumer to the shopping mall?

The motivation of the consumers to visit shopping mall is friends and

relatives (81%), followed by advertisements (7%) and promotional

activities(7%) and self motivation(5%)

5% 7% 7%

81%

Self Motivation

Advertisements

PromotionalActivities

Friends &Relatives

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FINDINGS OF THE STUDY

FINDINGS IN METROPOLITAN MALL: -

Consumers in mall were mostly in the age group of 20 – 25 yrs and 25 -

35. They came to the mall mainly for the entertainment in PVR and

shopping in the Shoppers Stops. Consumers in mall were all age group

and almost all were brand oriented regarding the products. The average

spending was in the mall between 500 – 2500 and more then Rs.2500.

The annual holds income of the mall between the Rs.2-10 Lakhs.

Consumers in shopping mall accepted that Metropolitan Malls the best

shopping mall on M.G.Road in Gurgaon

CONSUMER BUYING BEHAVIOR IN METROPOLITAN MALL

1. Consumers usually spend their money on Food,

entertainment, Apperals, and sports & footwear.

2. Consumers in the age group of below 20 – 25 yrs and 25 – 35

were in the maximum numbers.

3. Consumers in Mall spend money between 500 – 2500 and

more then Rs. 2500.

4. Consumers in mall come to the mall either once in a week or

twice in a week.

5. Consumers in Mall either students or in services or

professionals in the maximum numbers.

CONSUMER’S EXPERIENCE IN METROPOLITAN MALL

1. Consumers in mall mostly know mall as PVR, Shoppers Stop

and Metropolitan Mall.

2. Consumers in mall are mostly Brand oriented regarding any

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thing.

3. Consumers accept that this mall is the best place for the fun &

entertainment and good food joint.

4. Consumer’s mostly motivates to come to the shopping mall by

friends and relatives.

FINDINGS IN SAHARA MALL

Consumers in Sahara mall were mostly in the age group among 25-

35 and 35 and above. In consumers the numbers of Homemakers

and Services and professionals were in the maximum numbers.

Consumer visits the mall generally the mall once in a week and

twice in a month. Consumers come to the mall for the households

shopping, eating and purchase for the apparels. Consumers

influence by the Discounting schemes, and for the entertainment.

The annual house holds income between 2 – 10 lakhs.

CONSUMER BUYING BEHAVIOR IN SAHARA MALL

• Consumers in mall come for the house holds shopping.

• Consumers come to the mall mostly homemakers and service

class.

• According to them Sahara Mall is the best for the middle class.

CONSUMER’S EXPERIENCE IN SAHARA MALL

1. As a brand the Sahara Mall is famous a mall fore the middle

class due to the Big Bazaar.

2. Big Bazaar, Pantaloon, and Haldiram is the most popular

among the consumers

3. The popular brands also the Haldiram and the Pantaloon.

4. Sales and discount schemes attracts them to come to the

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mall.

FINDINGS IN MGF PLAZA

MGF Plaza is preferred by the consumers in the age group of 25-35

years and above. Consumers were homemakers, businesspersons

and professionals. They come to the mall for home furnishing items

and electronics items. They spend in the shopping mall more then

Rs. 2500 and above. Consumers in mall were brand oriented and

only purchase the branded products.

CONSUMER BUYING BEHAVIOR IN MGF PLAZA

1. Consumers come for the purchase the branded electronic

items and home furnishing items.

2. Consumers in the mall were the only serious buyers and

don’t come for the entertainment.

3. Consumers spends the money more then Rs. 2500

CONSUMER’S EXPERIENCE IN MGF MALL

1. The MGF Arcus brand attracts consumers in the mall.

2. Consumers were also come due to the Branded shops like

Electrolux, Philpes and LG electronics.

3. As a brand in shopping malls consumers said that Plaza is the

best for all necessary home items like electronics and

furniture.

RESEARCH FINDINGS OF 150 CONSUMER’S ANALYSIS

1. Metropolitan Mall is very famous in the age group consumers

of 20 – 35 yrs.

2. Due to PVR and ambience it is the best place for the

entertainment and fun.

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3. Due to good food joints Metropolitan Mall is the best place for

the eating’s

4. Sahara mall due to Big Bazaar very famous among the

homemakers and services class consumers.

5. Shopper’s stops in Metropolitan Mall are famous then the

Pantaloon in Sahara mall in the youths.

6. MGF Plaza is only famous for the home furnishing and

electronic items.

7. In MGF Plaza only very few youths come as compare to

Metropolitan Mall and Sahara mall.

8. MGF Plaza is a complete place for the home products.

ADVANTAGES OF SHOPPING MALLS

• Time Factor: As consumers get one stop shopping for their

entire daily needs; it cuts down on their time, money and

energy. One stop shopping is very convenient for them

especially when they have less time to spend on shopping.

• Discount schemes: on their bulk purchases they receive good

discounts so they prefer shopping from shopping mal

• Fun and entertainment and the varieties offered by shopping

malls.

• Adequate parking space: especially for four wheelers.

• Kids section: customers can make their babies sit there while

they are shopping; this is more convenient for the working

mothers who are tired after their long working hours.

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• More disposable income in hand: people prefer to gain

shopping experience in better place with convenience and

variety.

• The shops are scattered all over the place in the normal

market which lead the customer to do a lot of running around,

which saps the energy while in shopping malls one can shop

in an international ambience with air condition all-around.

• Indian consumer is on a spending spree, burning 90% of

disposable income on non-essential items. There is a major

cultural shift for a traditionally savings- conscious India people

want good life, they have money, they are willing to spend and

they find shopping malls the best place to fulfill their needs.

• The problem with malls is anchored in our sociological

evolution: it is about being seen at prices that we can afford.

It is a more affordable solution at a mall where a boy is

meeting a girl rather than at a fine dining restaurant.

THE PROBLEMS FACED BY SHOPPING

MALLS

• High rentals: The malls are being sold and as a result

speculators enter the market and charge high rentals.

• Preference of customers towards kirana stores: customers still

prefer kirana store than shopping malls as the people

living in Delhi still find difficult for them to reach Gurgaon as it

takes more than 90 minutes for them to reach there so they

prefer to shop from near by stores instead of wasting their

time reaching Gurgaon in huge traffic and facing difficulty

parking their vehicles.

• Retailers not getting enough discounts from the

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manufacturers: the manufacturers don’t want to give huge

discounts, even if the retailers are reasonably big, because

that causes dissonance with other dealers who would then

refuse to stock their goods.

• Developing a supply chain with consistent and large enough

quantities is easier said than done especially for the Indian

suppliers.

• The behavior of and Indian consumer is not conductive to

malls: As we still don’t have multi shop options to scour for the

same kind of product since one mall will carry only one brand

of home furnishings secondly we are convinced that if a shop

is in a mall, then the pricing is loaded and we are paying for

that shop’s rent and infrastructure costs, not to mention the

air-conditioning. And we also believe that the mall choices are

very limited.

• India is a check out nation: we check out pieces and then

checkout of the store. Rarely will we make purchases without

checking ht competitive scene.

CONCLUSION

The organized retail in India is expected to cross INR 1000 billion mark by

2010

and around INR 200 billion investments are in the pipeline. The size of

the organized retailing market stood at Rs. 280 billion in 2004, thereby,

making up a mere 3% of the total retailing market. Moving forward,

organized retailing is projected to grow at the rate of 25%-30% p.a. and is

estimated to reach an astounding INR 1000 billion by 2010. Further, its

contribution to total retailing sales is likely to rise to 9% by the end of the

decade. Currently the fashion sector in India commands a lion's share in

the country's organised retail pie. This is in line with the retail evolution in

other parts of the world, where fashion led the retail development in the

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early stages of evolution and was followed by other categories like Food

& Grocery, Durables, etc. The last few years have seen rapid

transformation in many areas and setting scalable and profitable retail

models across categories. Indian consumers are rapidly evolving and

accepting modern formats overwhelmingly. Retail Space is no more a

constraint for growth. India is on the radar of Global Retailers and

suppliers / brands world-wide are willing to partner with retailers here.

Further, large Indian corporate groups like Tata, Reliance, Raheja, ITC,

Bombay Dyeing, Murugappa & Piramal Groups etc and also foreign

investors and private equity players are firming up plans to identify

investment opportunities in the Indian retail sector. The quantum of

investments is likely to sky-rocket as the inherent attractiveness of the

segment lures more and more investors to earn large profits. Investments

into the sector are estimated at INR 20 – 25 billion in the next 2-3 years,

and over INR 200 billion by end of 2010.

Stocks in the retail sector are also becoming increasingly attractive from

an investor's point of view. Successful development of value based

concepts as well as development of retail space in smaller cities and

towns shall drive the organized retail into the next levels of cities.

Retailers have responded to this phenomenon by introducing

contemporary retail formats such as hypermarkets and supermarkets in

the new pockets of growth. Prominent ‘tier-II' cities and towns, which are

witnessing a pick-up in activity, include Surat, Lucknow, Dehra Dun,

Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar,

Varanasi and Ludhiana among others.

With consumption in metros already being exploited, manufacturers and

retailers of products such as personal computers, mobile phones,

automobiles, consumer durables, financial services etc are increasingly

targeting consumers in tier II cities and towns. In addition, petro-retailing

efforts of petroleum giants scattered through out the country's landscape

have also ensured that smaller towns are also exposed to modern

retailing formats.

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On the supply side, mall development activity in the small towns is

also picking up at a rapid pace, thereby, creating quality space for

retailers to fulfill their aggressive expansion plans. Thus, the ‘retail

boom', 85% of which has so far been concentrated in the metros is

beginning to percolate down to smaller cities and towns. The

contribution of these tier-II cities to total organized retailing sales is

expected to grow to 20-25%.

Favorable demographic and psychographic changes relating to

India's consumer class, international exposure, availability of

increasing quality retail space, wider availability of products and

brand communication are some of the factors that are driving the

retail in India. Over the last few years, many international retailers

have entered the Indian market on the strength of rising affluence

levels of the young Indian population along with the heightened

awareness of global brands and international shopping experiences

and the increased availability of retail real estate pace.

RECOMMENDATIONS

Though lucrative opportunities exist across product categories, food

and grocery, never the less, presents the most significant potential

in the Indian context, as consumer spending is highest on food.

Further, ‘wet groceries' i.e. fresh fruits and vegetables is the most

promising segment within food and grocery as very few organized

retailers have tapped this opportunity inspite of wet groceries being

the preferred choice of most Indian households.

The next level of opportunities in terms product retail expansion lies

in categories such as apparel, jewellery and accessories, consumer

durables, catering services and home improvement. These sectors

have already witnessed the emergence of organized formats though

more players are expected to join the bandwagon. Some of the

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niche categories like Books, Music and Gifts offer interesting

opportunities for the retail players.

The IMAGES-KSA projections indicate that by 2015, India will have

over 550 million people under the age of 20 – reflecting the

gargantuan opportunities possible in the kids and teens retailing

segment.

Wholesale trading is another area, which has potential for rapid growth.

German giant Metro AG and South African Shoprite Holdings have

already made headway in this segment by setting up stores selling

merchandise on a wholesale basis in Bangalore and Mumbai

respectively. These new-format cash-and-carry stores attract large

volumes from a sizeable number of retailers who do not have to maintain

relationships with multiple suppliers for all their needs.

Rural Retailing : Of late, India's largely rural population has also caught

the eye of retailers looking for new areas of growth. ITC launched the

country's first rural mall ‘ Chaupal Sagar' , offering a diverse product

range from FMCG to electronics appliance to automobiles, attempting to

provide farmers a one-stop destination for all of their needs. There has

been yet another initiative by the DCM Sriram Group called the ‘ Hariyali

Bazaar' , that has initially started off by providing farm related inputs and

services but plans to introduce the complete shopping basket in due

course. Other corporate bodies include Escorts, and Tata Chemicals

(with Tata Kisan Sansar) setting up agri-stores to provide

products/services targeted at the farmer in order to tap the vast rural

market.

FDI could indeed do a lot in this sector as entry of international retailers

would bring in the required expertise to set the supply chain in place

which would result in elimination of wastage, better prices and quality for

consumers and higher income for farmers besides of course farm

produce retailing getting a facelift.

All this can only spell good news for the Indian consumers who will

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be inundated with a flurry of state-of-the-art products and services at

reasonable prices – a state they have long craved for.

Bibliography

Retail Survey: A.T. Kearney (2001-2002), Retail Survey: KSA

Technopak (2002-2003)

Supermarket Key Attributes and Location Decisions by Daniel

Serra

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BOOKS

• Fundamental of Marketing; William J.

Stanton

• Marketing Management; Kotler (Philip)

• Creating Customer value; Gopal K.

Gureja

• Marketing Management; Saxena

• Marketing Planning for Services;

Malcolm McDonald, Adrain Payne

MAGAZINE

• Business India: The Magazine of the

Corporate World; February, 2008.

JOURNAL

• Journal of Marketing; January 2008

WEBSITES

• www.google.com

• www.businessworld.com

• www.saharaindia.com

• www.mgfindia.com

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QUESTIONNAIRE FOR CUSTOMERS

Dear Sir/Madam I am conducting a Survey on “Consumer Behavior

and Experience about Shopping Malls: A comparative study among

MGF PLAZA, METROPOLITAN MALL and SAHARA MALL at

Gurgaon”. May I have five minutes of yours to help me fill up the

Questionnaire?

Please specify your profile:

Name:__________________________________________________

__

Profession:

_______________________________________________

Question 1: What is the Annual household income of your

family?

Below 2

lakhs

Rs 2-5

Lakhs

Rs. 5-10

Lakhs

Rs. 10 lakhs

and above

Question 2: How much you spend on a average on you’re per

visit to Shopping Mall?

Up to Rs.

200

Rs. 200-500 Rs.500-2500 Rs. 2500 and

above

Question 3: What is the frequency of your visit to the Shopping

Malls?

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Daily Once in a

week

Twice in a

week

Any other

Question 4: Please rate the purpose of your visit to the

Shopping Malls?(1 Being most the most important and 6 being

least important)

Purpose 1 2 3 4 5 6

Food and

Beverages

Music and

Entertainment

Life style

products

Latest Fashion

and Clothing

Choosing gifts

Consumer

Durable

Question 5: Please rate the following Shopping Malls, which

you prefer the most?

Metropolitan Mall Sahara Mall MGF Plaza Mall

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Question 6: Please specify the reasons for the preference on

the scale of 1 to 7 (1 being the most important and 7 being the

least important)

Factors Sahara Mall Metropolitan

Mall

MGF Plaza

Good Eating Place

Good Place for Family

Shopping

Branded Shops

Sales and Promotional

Activities

Services and Facilities

Fun and Entertainment

Self Motivation

Better Bargaining

Friends and Relatives

Exposure to New Trends

and Fashion

Emotional Satisfaction

Advertisements

QUESTION 7: Reason for buying products from shopping malls

o Value for money

o Good brand image

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QUESTION 8: By which promotional scheme you promoted? o Advertising o friends o Family member o mechanics

o Exhibition

QUESTION 9: Reasons for coming shopping malls?

Answer: ……………………………..

QUESTION 10: Will shopping malls provide you full Satisfaction?

Yes o No o

QUESTION 11: By which frequency you will come to shopping malls?

o Regular o weekly

o Monthly

QUESTION 12: Which shopping malls you prefer to come

and why?

Answer: …………………………………………………………………. ………………………………………………………………….

QUESTION 13: Do you think India is potential in shopping

Mall industry ?

o YES o NO

QUSTION 14: How did you make the purchase in shopping

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malls?

o Cash o credit card

QUESTIONNAIRE FOR RETAILERS

This questionnaire bears reference to our academic purposes

only and no feedback given in this Questionnaire will ever be

disclosed.

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Name:o Mr. o Ms. ___________________________________ (optional)

Retailer Name:

Address: _________________________________________________

City: ____________________________________________________

Pin: _____________________________________________________

Phone: (O)_________________________ (M)____________________

Do you agree that there is trend towards organised retail in India?

� Yes � No

Do you think large organized retailers would be controlling a substantial portion of the retail trade ?

Yes o No o

How o you perceive the development of Shopping malls in Delhi and NCR Region

?

Healthy Trend o

Unhealthy Trend o

What according to you is the purpose of the customers visit to the Shopping Malls?

Purpose Yes No

Food and Beverages � �

Music and Entertainment � �

Life style products � �

Latest Fashion and Clothing � �

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Choosing gifts � �

Consumer Durable � �

What according to you are the reasons for buying at that particular

shopping mall (Please rank them in order of preference?)

Nearness to your house/locality

Good range available

Friendly shopkeeper/ good relations

Good ambience

Good bargain

Rank (1-6) the following factors, which influence the customer purchase decision at a shopping mall.

Price �Brand �Location of Mall �Outlet/Mall �Appealing fragrance �Advice from acquaintances �

Do shopping malls have the following advantages?

Yes No

Time Factor � �

Discount schemes � �

Adequate parking space � �

Individual sections ofr all categories � �

Good shopping experience in better

place with convenience and variety.

� �

Organized shops with international

ambience &air condition all-around.

� �

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Do you think India has a potential in the Retail industry?

Yes o No o

Do you think that organized retail will provide many opportunities both to existing players as well as new entrants?

Yes o No o

Do you think India is prepared for open competition?

Yes o No o

Thank you


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