GENDER AND MALL SHOPPING An analysis of patronage patterns, shopping orientation and

consumption of fashion of Indian youth

SUBMITTED TO: SUBMITTED BY:

PROF. RAJESH SHARMA ROHIT KHURANA (29091)

(MARKETING RESEARCH) RAHUL KUMAR (29125)

GENDER AND MALL SHOPPING

An analysis of patronage patterns, shopping orientation and

consumption of fashion of Indian youth

Abstract:

Retail in India has emerged as one of the most dynamic and fast paced industries. The Indian retail market is the fifth largest retail destination globally. A good percentage of this retail growth is fueled by the youth in the country. Organized retail, best represented by the mushrooming malls, has come to play a defining role in building and supporting this veritable base of retail consumers. Therefore it is of utmost importance to academician to understand newly evolving consumption culture shown by the youth. The study is done in order to understand the recreational and utilitarian orientation among Indian consumers and examine gender differences in their attitude to the malls. It also aims at taking into consideration the mall patronage patterns and gender related regional differences within the country in consumer behavior. In the analysis there is a mixed response in the attitude or motives of both genders for shopping in malls as differences analyzed through One Way ANOVA suggest both significant and non significant differences and also purchase of fashion differ across genders.

Introduction:

Indian retail becomes one of the hottest sectors in recent times. Earlier the retail sector was

fragmented with no major player had significant presence in this industry. But in recent years the

demographic profile of the Indian nationals has changed with median age lies between 25-30

years and per capita income currently accounts for $800. With this change, the foreign as well as

the domestic player saw opportunity

Of targeting this segment and for this purpose they started to revolutionize the retail segment and

the concept of organized retailing started to take place in India.

The recent years have witnessed rapid transformation and vigorous profits in Indian retail stores

across various categories. This can be contemplated as a result of the changing attitude of Indian

consumers and their overwhelming acceptance to modern retail formats. Asian markets witness a

shift in trend from traditional retailing to organized retailing driven by the liberalizations on

Foreign Direct Investments. Domestic consumption market in India is estimated to grow

approximately 7 to 8% with retail accounting for 60% of the overall segment.

______________________________________________________________________________

http://www.indiaretailnews.com/

http://www.springerlink.com/content/l170354r08473029

Of this 60%, organized retail is just 5% which is comparatively lesser than other countries with

emerging economies. In developed countries organized retailing is the established way of selling

consumer products .In India It is expected to grow 25-30 per cent annually and would triple in

size from Rs35,000 crore in 2004-05 to Rs109,000 crore ($24 billion) by 2012. India is on the

radar screen in the retail world and global retailers and at their wings seeking entry into the

Indian retail market. The market is growing at a steady rate of 11-12 percent and accounts for

around 33 percent of the country GDP. A vast majority of India's young population favors

branded garments. With the influence of visual media, urban consumer trends have spread across

the rural areas also. The shopping spree of the young Indians for clothing, favorable income

demographics, increasing population of young people joining the workforce with considerably

higher disposable income, has unleashed new possibilities for retail growth even in the rural

areas. Thus, 85% of the retail boom which was focused only in the metros has started to infiltrate

towards smaller cities and towns. Tier-II cities are already receiving focused attention of retailers

and the other smaller towns and even villages are likely to join in the coming years. This is a

positive trend, and the contribution of these tier-II cities to total organized retailing sales is

expected to grow to 20-25%.. with these trend exist in Indian retail sector it become essential for

the academician to find out the behavior of individual while shopping in the mall based on his

/her demographic profile so that marketing managers working in the mall can make a suitable

segment and target them

OBJECTIVE OF THE STUDY:

This paper attempts to study the young consumers who patronize the mall in Delhi/NCR and

report their gender related behavior in the Indian mall context. Therefore the objectives of the

study were to -:

Profile the young male and female mall consumers along the other demographic variables

like age, income, marital status, number of earning members, family size, number of

children, qualification

.To understand the differences between genders in their attitude to shopping

To understand the differences between genders in mall patronage patterns i.e. the

frequency of visits, time spent and the amount spent.

To study differences between the genders in their purchase of apparel and fashion at the

malls

To analyze differences in their recreational and utilitarian orientation to shopping.

.

LITERATURE REVIEW:

TABLE 1: Summary Of Literature Findings On Gender Differences And Shopping Behavior

SHOPPING ISSUE MALE SHOPPERS FEMALE SHOPPERS

Shopping attitude Less positive More positive

Shopping motivation

Utilitarian Recreational/leisure/social

Purchase fashion More Less

Visit shopping mall Less More

Money spent more Less

Time spent Less More

Research have been carried out the to find the differences in the shopping behavior of the male

and female. (Grewal et al. 2003, Otnes & McGrath 2001). This seems to stem from the fact that

the traditional division of labor at home called for the man, the husband and father, to be the

breadwinner while the woman, the wife and mother, was expected to take care of the family and

the home. She undertook the child care and nearly all the household chores, including shopping

for the entire family. In spite of the fact that gender roles in other walks of life have stretched due

to women being employed outside the home, women continue to be the principal buying agents

for the majority of families (Alreck & Settle, 2001, Miller 1998, Lunt &Livingstone 1992).

Recent studies though have unveiled some evidence that points towards an increase in male

participation in shopping-related activities. This is reflective of the trend wherein men are

assuming a more egalitarian role due to gender role transcendence as well as facing increasing

pressure to share the shopping duties in today’s time.

Research indicates that women find shopping and buying more satisfying or pleasurable, and/or

less dissatisfying or irritating than do men. They have more positive attitude towards browsing,

social interaction, associating buying with leisure. Men at the same time tend to be negative

towards shopping see buying as work and they want to accomplish this task with the minimum of

time and effort (Campbell, 1997, Dholakia 1999, Reid andBrown 1996). So on the basis of this

study we can formulate the hypothesis

H1 -: There is no significant difference in the shopping attitude to malls based on Gender

Generally men spend less time shopping than women but spend more money than women when

they do shop. (Fischer& Arnold, 1990, Cody, Seiter and Montatangne-Miller 1995).Women

spend twice as long in a shop as men and the typical browser or window shopper is a woman. It

has also been found that women are more likely to visit stores frequently (Korgaonkar,

Lund&Price, 1985). Also women tend to buy more of clothing and fashion while this is less

interesting to men.(Solomon&Schopler1982:Cox&Dittmar1995).

So on the basis of this study we can formulate the following hypothesis.

H2-: There is no significant difference in visit the shopping mall on an average in a month based

on gender.

H3-: There is no significant difference in time spent in a mall per visit based on gender

H4-: There is no significant difference in amount spent on shopping on an average per mall visit

based on gender

H5-: There is no significant difference in purchase of fashion to malls based on gender

Shopping orientations is an area in consumer behavior which has been pursued extensively in

literature.(Darden & Reynolds,1971, Moschis 1976; Stephenson & Willett 1969; Darden &

Ashton 1975, Bellenger & Korgaonkar 1980,Westbrook & Black,1985, Jarratt 1996.) Stone

(1954) was considered a pioneer when he suggested a shopper typology namely the economic

shopper, the personalizing shopper, the ethical shopper and the apathetic shopper. According to

Westbrook and Black (1995), when consumers shop they are motivated by purchase needs,

experiential needs or a combination of both. Shim (1996) proposed that there are three basic

shopping traits, utilitarian social/conspicuous or undesirable orientations. Bellenger et al (1997)

found that retail patronage behavior could be studied along the dichotomy of recreational and

economic shopping. Utilitarian/economic styles usually pertain to the 'perfectionism' and 'value

consciousness' traits because they favor quality and/or price. They generally dislike shopping or

are neutral towards it. In contrast, 'the Recreational' trait is associated with the traits of

novelty/fashion consciousness, shopping as leisure consciousness. So on the basis of above

studies we can formulate the following hypothesis.

H6-: There is no significant difference in Recreational to malls based on gender.

H7-: There is no significant difference in utilitarian to malls based on gender.

According to a survey conducted by Alreck in the year (2000) culturally defined behavioral and

attitudinal norms are carried by age. Age affects consumers self concept and life styles (Henry

2000). Age also influences the level of consumer involvement (Slama and Tashchin 1985; Jain

and Sharma 2002). Though age forms a part of one's stage of family life cycle, yet it is in itself

an important factor for various products. As per the basis of the above arguments the hypothesis

is stated as follows:

H8-: There is no significant difference in attitude to malls based on age.

H9-: There is no significant difference in visit the shopping mall on an average in a month based

on age

H10-: There is no significant difference in time spent in a mall per visit based on age

H11-: There is no significant difference in amount spent on shopping on an average per mall visit

based on age

H12-: There is no significant difference in purchase of fashion to malls based on age

H13-: There is no significant difference in Recreational to malls based on age

H14-: There is no significant difference in utilitarian to malls based on age

Income of the family coupled with family's accumulated wealth is the determination of the

purchasing power (Hawkins et al 2003). However, income enables purchases but does not

generally cause or explain them. It is likely that the occupation and education directly affects the

preferences for products, media and activities; income provides the means to acquire them

(Mulhern etal 1998). Jain and Sharma (2002) and Slama and Taschian (1985) identified that

income influences the involvement levels. As per the above statements the hypothesis stated is as

follows-:

H15-: There is no significant difference in attitude to malls based on income

H16-: There is no significant difference in visit the shopping mall on an average in a month

based on income

H17-: There is no significant difference in time spent in a mall per visit based on income

H18-: There is no significant difference in amount spent on shopping on an average per mall visit

based on income

H19-: There is no significant difference in purchase of fashion to malls based on income

H20-: There is no significant difference in Recreational to malls based on income

H21-: There is no significant difference in utilitarian to malls based on income

Marital status is also one of the important predictor of consumer involvement as well as

shopping in mall. It forecasts the behavior of consumers on the scale of its status and looks for

differences in attitudes and perceptions for consuming different cosmetic brands. The hypothesis

for the following is as shown

H22-: There is no significant difference in attitude to malls based on marital status

H23-: There is no significant difference in visit the shopping mall on an average in a month

based on marital status

H24-: There is no significant difference in time spent in a mall per visit based on marital status

H25-:There is no significant difference in amount spent on shopping on an average per mall visit

based on marital status

H26-: There is no significant difference in purchase of fashion to malls based on marital status

H27-: There is no significant difference in Recreational to malls based on marital status

H28-: There is no significant difference in utilitarian to malls based on marital status.

Leona K. Hawks and Norleen M. Ackerman found in their study that The consumer factor

indicates that people in older life cycle stages read more than people in younger life cycle stages.

The inexperience factor indicates single parents, younger families, and younger adults are more

inexperienced. The decision-making variable indicates that younger adults and single parents

make decisions by themselves and younger families make decisions with their spouses. Reasons

for purchases indicate that single parents do not own the product, older families are replacing,

and retirees want new product characteristics. And same can be associated with the mall

shopping. on the basis of this study we can formulate the following hypothesis-:

H29-: There is no significant difference in attitude to malls based on marital status

H30-: There is no significant difference in visit the shopping mall on an average in a month

based on family status

H31-: There is no significant difference in time spent in a mall per visit based on family status

H32-:There is no significant difference in amount spent on shopping on an average per mall visit

based on family status

H33-: There is no significant difference in purchase of fashion to malls based on family status

H34-: There is no significant difference in Recreational to malls based on family status

H35-: There is no significant difference in utilitarian to malls based on family status.

METHODOLOGY: Table2: Demographic profile of the sample

DEMOGRAPHIC VARIABLE

MALE FEMALE TOTAL

N % N % N %1. Gender 53 53 47 47 100 1002. Age (yrs)

18 to 25 23 23 21 21 44 4426 – 35 24 24 15 15 39 3935 to 45 6 6 11 11 17 17

3. Income (INR.)Up to 50,000 25 25 23 23 48 4850,000- 1,00,000 8 8 15 15 23 23More than 1,00,000 20 20 9 9 29 29

4. Marital statusMarried 23 23 21 21 44 44Unmarried 30 30 26 26 56 56

A questionnaire survey was carried out to collect empirical data in order to statistically test the

Hypotheses. The demographic data collected included gender, age, marital status, education,

family income and family status The other items, which were relatively simple to operationalize,

N- Number of respondent . %-percentage of respondent

were frequency of mall visits, time and money spent while shopping at a mall and the purchased

items at the mallThe information was collected by asking the respondents to respond to

categories of frequency of mall visits per month (ranging from less than two times to more than

six visits), average time spend per visit (ranging from less than two hours to more than six hours)

and average money spent per month (ranging from Nothing to above Rs.10,000). A total of 19

mall shopping orientation questions were included asking respondents to indicate their

agreement on a five point Likert scale (5-completely agree and 1- completely disagree). The

shopper's attitude towards mall shopping was measured by asking respondents to indicate their

level of agreement with 30 mall experience attributes on a 5-point Likert scale (5-completely

agree and 1- completely disagree). The questionnaire was administered to 100 respondent from

DELHI NCR region whose age range between 18 to 45 year, out of 100 respondent 53 were male

and 47 were female and this proportion was taken to remove any kind of error which could have

been appeared if certain gender become the dominant part of the study. In order to analyzing the

hypothesis one way ANOVA statistical tool has been used.

(Refer : table 2 for the demographic profile of sample).

18-2544%

26-3539%

36-4517%

No of respondents

male53%

female47%

No of respondents

AGE GROUP OF THE RESPONDENT MALE AND FEMALE

married44%

unmarried56%

No of respondents

upto 50000

50000 to 100000

more than 100000

48

23

29

No of respondentsno of respondents

Marital status of respondent

Household Income per month of

respondent

no children27%

children (at least one) be-low 20 year

53%

children (at least one) above 20 year

20%

no of respondent

Analysis:

One way ANOVA statistical analysis were performed for the collected data. One way ANOVA

were performed to gather information on demographics such as gender, age, income, marital

status and family status. one way ANOVA was carried out to examine the relationship gender

and the dependent variable such as attitude ,recreational, utilitarian, purchase shopping, time

spend, money spend per visit and visit to shopping mall.

Results: Table showing all hypothesis of One Way ANNOVA.

HYPOTHESIS F Sig. Result HYPOTHESIS ON THE BASIS OF GENDER

H01: There is no significant difference in attitude to malls based on gender.

.543 .463

Not significant

H02: There is no significant difference in Recreational to malls based on gender.

.015 .903

Not significant

H03: There is no significant difference in utilitarian to malls based on gender

.719 .399

Not significant

H04: There is no significant difference in purchase of fashion to malls based on gender.

1.484 .226

Not significant

H05: There is no significant difference in visiting the shopping mall on an average in a month based on gender.

10.715 .001

Significant

H06: There is no significant difference in time spent in a mall per visit based on gender.

.078 .781

Not significant

H07: There is no significant difference in amount spent on shopping on an average per mall visit based on gender.

6.317 .014

Significant

HYPOTHESIS ON THE BASIS OF AGE

H08: There is no significant difference in attitude to malls based 1.772 .17 Not

Family status of

married respondent

on age. 6 significantH09: There is no significant difference in Recreational to malls

based on age.3.655 .02

9 significant

H10: There is no significant difference in utilitarian to malls based on age

.135 .874

Not significant

H11: There is no significant difference in purchase of fashion to malls based on age.

.276 .760

Not significant

H12: There is no significant difference in visit the shopping mall on an average in a month based on age.

7.671 .001

significant

H13: There is no significant difference in time spent in a mall per visit based on age.

.968 .384

Not significant

H14: There is no significant difference in amount spent on shopping on an average per mall visit based on age

6.417 .002

significant

HYPOTHESIS ON THE BASIS OF Household Monthly Income

H15: There is no significant difference in attitude to malls based on household monthly income.

1.088 .341

Not significant

H16: There is no significant difference in Recreational to malls based on household monthly income.

1.200 .306

Not significant

H17: There is no significant difference in utilitarian to malls based on household monthly income.

.581 .561

Not significant

H18: There is no significant difference in purchase of fashion to malls based on household monthly income.

1.482 .232

Not significant

H19: There is no significant difference in visit the shopping mall on an average in a month based on household monthly income.

4.552 .013

significant

H20: There is no significant difference in time spent in a mall per visit based on household monthly income.

.401 .671

Not significant

H21: There is no significant difference in amount spent on shopping on an average per mall visit based on household monthly income.

.696 .501

Not significant

HYPOTHESIS ON THE BASIS OF MARITAL STATUS

H22: There is no significant difference in attitude to malls based on marital status.

2.530 .115

Not significant

H23: There is no significant difference in Recreational to malls based on marital status.

2.631 .108

Not significant

H24: There is no significant difference in utilitarian to malls based on marital status.

.475 .492

Not significant

H25: There is no significant difference in purchase of fashion to malls based on marital status.

.095 .759

Not significant

H26: There is no significant difference in visit the shopping mall on an average in a month based on marital status.

1.034 .312

Not significant

H27: There is no significant difference in time spent in a mall per .038 .84 Not

visit based on marital status. 6 significantH28: There is no significant difference in amount spent on

shopping on an average per mall visit based on marital status..733 .39

4Not significant

HYPOTHESIS ON THE BASIS OF FAMILY STATUS

H29: There is no significant difference in attitude to malls based on family status.

3.672 .034

Significant

H30: There is no significant difference in Recreational to malls based on family status.

2.671 .081

significant

H31: There is no significant difference in utilitarian to malls based on family status

.095 .909

Not significant

H32: There is no significant difference in purchase of fashion to malls based on family status.

1.425 .252

Not significant

H33: There is no significant difference in visit the shopping mall on an average in a month based on family status.

5.496 .008

Significant

H34: There is no significant difference in time spent in a mall per visit based on family status.

2.352 .108

Not significant

H35: There is no significant difference in amount spent on shopping on an average per mall visit based on family status.

3.061 .057

Not significant

Note

: the optimal level of accepting null hypothesis is p<0.05 at 95% confidence level.

FINDINGS:

The key findings of this study have been stated below-:

In the case of gender only2 hypothesis are rejected and therefore significant difference

have been noticed in visiting the mall for the purpose of shopping by gender and the

amount spent by them on their visit to mall.

The p value has been described above in the table above. In the remaining hypothesis the

p value is greater than the sig level of .05 therefore they all are accepted and no

significant differences have been noticed on among them on the basis of gender. The

hypothesis which is accepted are-:

H1 -: There is no significant difference in the shopping attitude to malls based on Gender

H2-: There is no significant difference in Recreational to malls based on gender.

H3-: There is no significant difference in utilitarian to malls based on gender.

H4:-There is no significant difference in purchase of fashion to malls based on gender

H6: There is no significant difference in time spent in a mall per visit based on gender.

In case of age only 3 hypothesis are rejected and therefore significance have been noticed

in visiting the mall for the purpose of shopping by gender ,recreational approach and the

amount spend by respondent on the basis of age .the hypothesis which are accepted are:-

There is no significant difference in attitude to malls based on age

H8: There is no significant difference in attitude to malls based on age.

H10: There is no significant difference in utilitarian to malls based on age

H11: There is no significant difference in purchase of fashion to malls based on age.

H13: There is no significant difference in time spent in a mall per visit based on age.

In case of household monthly income only 1 hypothesis are rejected and therefore

significance have been noticed in visiting the mall for the purpose of shopping on the

basis of household monthly income .the hypothesis which are accepted are:-

H15: There is no significant difference in attitude to malls based on household monthly

income.

H16: There is no significant difference in Recreational to malls based on household

monthly income

H17: There is no significant difference in utilitarian to malls based on household monthly

income.

H18: There is no significant difference in purchase of fashion to malls based on

household monthly income.

H20: There is no significant difference in time spent in a mall per visit based on

household monthly income.

H21: There is no significant difference in amount spent on shopping on an average per

mall visit based on household monthly income.

In case of marital status no significance changes were found so all hypothesis are

accepted.

The hypotheses which are accepted are:-

H22: There is no significant difference in attitude to malls based on household monthly

income.

H23: There is no significant difference in Recreational to malls based on household

monthly income

H24: There is no significant difference in utilitarian to malls based on household

monthly income.

H25: There is no significant difference in purchase of fashion to malls based on

household monthly income.

H26: There is no significant difference in time spent in a mall per visit based on

household monthly income.

H27: There is no significant difference in amount spent on shopping on an average per

mall visit based on household monthly income.

In case of family status 3 hypothesis are rejected and there for significance changes have

been noticed in attitude of shopping ,recreational approach and visiting to shopping mall

on the basis of family status and the hypothesis which are accepted are:-

H31: There is no significant difference in utilitarian to malls based on family status

H32: There is no significant difference in purchase of fashion to malls based on family

status.

H34: There is no significant difference in time spent in a mall per visit based on family

status

H35: There is no significant difference in amount spent on shopping on an average per

mall visit based on family status.

LIMITATIONS:

There are following limitation to this study and are described below-:

First of all this study has been done in Delhi/NCR so it cannot be applicable to whole of

India , apart from this one, it is also not applicable to outside India

This study is applicable only to the youth. So the finding of this study cannot be applied

to the category of different age group.

In the fashion item four products have been selected. Therefore the findings of this study

cannot be associated with other products that can be a part of the fashion items.

The findings of this study is generalized to only those people who shops in mall and thus

cannot be applicable to people who have not shop in mall even one time.

MANAGERIAL IMPLICATION:

Since significant difference have been measured in terms of amount spent per mall visit

as well as the visit made by male and female. Therefore marketing manager needs to

offer discount on the product so that people who spend more on per visit can be attracted.

Apart from this one, they can also offer gifts, coupons on their product.

Also there was significant difference have been measured on recreational factors among

the different age group. This states that people falls in different age group shops more for

fun. Therefore marketing managers need to offer coupons of the adventurous trips as well

as create adventurous or any funny competition inside the mall.

There is also significant difference being measured in terms of the visit made by the

people of different income class to the mall. Therefore marketing managers need to create

a database and issue club cards to them which can prove beneficial to them in attracting

and retaining them.

There is also significant difference being measured in terms of the attitude towards the

shopping in malls and recreational activities among the family status of individual. So

marketing managers need to offer some toys with their product because children also

plays important role in the decision making purpose.

REFERENCES:

1. http://www.indiaretailnews.com/

2. The influence of age and gender on food choice: a focus group exploration (Stephanie Chambers1*, Alexandra Lobb1*, Laurie T. Butler2 and W. Bruce Traill1) )

3. It’s not your age, it’s your attitude. (PDF. file)

4. Profiling the recreational shopper (DANNY N.BELLENGER AND PREDEEP K. KORGAONAKAR).

5. Perception and realities of male shopping behavior (CELE OTNESa,*, MARY ANN MCGRATHb).

6. http://www.reportlinker.com/p013792/Indian-Retail-Sector-An-Outlook-2005-2010-.html

7. http://www.researchandmarkets.com/reportinfo.asp?report_id=307524

8. http://retailsectorinindia.blogspot.com

9. http://www.icmrindia.org/casestudies/catalogue/marketing/MKTG114.htm

10. Sridhar G. (2007); “Consumer Involvement in Product Choice- A Demographic

Analysis”, Journal of Marketing Research, Vol. 32 No 4, pp 43-68

11. Occupation and education directly affects the preferences for products, media and

activities; income provides the means to acquire them (Mulhern etal 1998). Jain and

Sharma (2002) and Slama and Taschian (1985).

12. Differences in the shopping behavior of the male and female. (Grewal et al. 2003, Otnes

& Mcgrath 2001)

13. Fischer, E. & Arnold, S. J. (1990) More than a labour of love: gender roles and Christmas gift

Shopping, Journal of Consumer Research, 17, pp. 333-345.14. Campbell, C. (1997) Shopping, pleasure and the sex war, in: P. Falk & C. Campbell

(Eds) TheShopping Experience? (London: Sage)

15. Alreck,P.&Settle,R.B., (2002), Gender effects on Internet catalogue and store shopping, Journal

of database marketing, 9(2), pp.150-162

16. Bellenger, D. N., Robertson, D.& Greenberg,B.A., (1997) Shopping centre patronage motives,Journal of Retailing, 53(2), pp. 29-38.

17. Bellenger, D. N. & Korgaonkar, P. K. (1980) Profiling the recreational shopper, Journal ofRetailing, 56 (3), pp. 77-91.

18. Korgaonkar, P. K. , Lund, D.,& Price,B.,(1985) A structural Equations approach towardepxpa. m39in-6a0ti.on of store attitude and store patronage behavior, Journal of

Retailing, 61 (Summer).

QUESTIONNAIRE

This questionnaire is for academic purpose. To do it meaningfully, we need your co-operation to fill it.

1. Completely disagree 2. Disagree 3. Neither agree nor disagree 4. Agree 5. Completely agree

PART A

ITEM No.

Completely disagree

Disagree Neither agree nor disagree

Agree Completely agree

1. Malls are exciting 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

2. Parking at malls is usually inconvenient

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

3. My friends shop in malls 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

4. The exterior design of malls is usually boring.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

5. Overall I would rate my experience with malls excellent

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

6. The interior of malls is very dull 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

7. Malls allow for a peak into a new culture

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

8. The rest rooms in malls are maintained clean.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

9. Malls are conveniently located according to me

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

10. Signage in malls is very difficult to understand and follow.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

11. The overall mall environment i.e. colours, smells, sound, décor etc is very inviting.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

12. It is difficult to locate the stores or items you want in malls.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

13. The layout of malls is well organized

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

14. Displays in the malls’ common areas are usually unattractive

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

15. I feel a sense of freedom when I shop in a mall.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

16. It would not be intelligent to shop at a mall if you were looking for good value of money.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

ITEM No.

Completely disagree

Disagree Neither agree

Agree Completely agree

nor disagree

17. Malls allow for spacious shopping. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

18. The malls are doing bad in terms of sales.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

19. There is a large variety of stores in the malls

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

20. Over all my experience regarding the customer service at malls has been bad.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

21. The products seen in a mall are of high quality.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

22. The food in the malls is mostly uninteresting

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

23. Products in a mall are priced reasonable

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

24. The stores in malls generally are maintained messy i.e. not clean.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

25. Personnel (employees) in malls are friendly

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

26. The food courts’ hygiene in malls is maintained badly.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

27. The customers in a mall are from the upper class

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

28. The restrooms in malls are inconveniently located.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

29. The premises of malls are neatly maintained.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

30. I feel safe in malls. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

PART B

ITEM No.

Completely disagree

Disagree Neither agree nor disagree

Agree Completely agree

31. I think shopping is fun. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

32. I spend most of my time at the mall doing “window shopping”.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

33. I think malls are great places to spend time.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

ITEM Completely Disagree Neither agree

Agree Completely

No. disagree nor disagree

agree

34. I often go shopping to get ideas though I have no intention of buying.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

35. I enjoy the mall exhibits when I shop. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

36. I enjoy browsing through racks for a long time before making up my mind.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

37. I go to a mall when I see that a sale is going on in one of the stores.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

38. I would come to a mall more often if the prices were lower.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

39. In addition to what I plan to buy, I often end buying other thing.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

40. I usually go to malls with friends. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

41. I enjoy “sales people bringing products out and showing them to me”.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

42. I think being seen at malls gives people a better image

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

43. I go to a mall to take a break. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

PART C

ITEM No.

Completely disagree

Disagree Neither agree nor disagree

Agree Completely agree

44. I come to the mall with a list of things and stick to it.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

45. Malls are where I go to pick up my provisions.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

46. I like to find what I want in the least amount of time and leave the mall.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

47. I usually go to mall with family. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

48. I only visit malls that are closest to where I live.

1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

49. I plan my mall trips very carefully. 1. C.D

2. D

3. N.A.N.D

4. A

5. C.A

50. How frequently you buy the following items per month?

S.No Items 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times

1. Apparel 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times

2. Jewelry 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times

3. Footwear 1 to 2 times 2 to 3 times 3 to 4 times More than 4 times

4. Fashion Accessories

1 to 2 times 2 to 3 times 3 to 4 times more than 4 times

51. How many times do you visit the shopping mall on an average in a month?

1 to 2 times 2 to 4 times 4 to 6 times More than 6 times

55. How much time do you spend in a mall per visit?

Less than 1 hour 1 to 2 hours 2 to 3 hours More than 3 times

56. How much do you spend on shopping on an average per mall visit?

Less than Rs.1000 Rs.1000 to Rs.2000 Rs. 2000 to Rs.3000 more than Rs.3000

PERSONAL PROFILE

Gender : - Male Female

Age (years) : - 18 to 25 26 to 35 35 to 45

HOUSEHOLD MONTHLY INCOME (INR.) -: upto 50,000 50, 000 TO 1, 00,000

More than 1, 00,000

MARITAL STATUS-: Married Unmarried

Family Status (IF Married):

No Children Children (At Least One) Below 20 Years

Children above 20 Years Alone

EDUCATION -: …………………………………………………………

NAME -: ………………………………………………………………………………………………………………….

CONTACT NO. - : ………………………………………..