Project Shopping Malls

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PROJECT REPORT

ON

A STUDY OF CONSUMER BUYINGBEHAVIOUR IN SHOPPING MALLS

IN LUDHIANA CITY

SUBMITTED TO:-

Punjab Technical University, Jalandhar the fulfillment of

the requirement of two years full time degree of Master of

Business Administration.

(Session 2009-2011)

Submitted By:

Rajni Rani

University Roll no. 94782237710

Khalsa Institute of Management and Technology for Women,

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Civil Lines Ludhiana

ACKNOWLEDGEMET

Working on this project has been both challenging and an interesting job for

me. The hurdles met during this study were made into challenges to be met

by those who guides my way th rough.

I am also privileged to express my regards and affection to other persons and

cooperation in passing the needy information for the development of this

pro ject was a never ending source of enco uragement.

I wish to express my deep gratitude to Ms. Aarti for acting as a guide and providing me

with continuous support and guidance. This report could not have been completed

without the inputs and the words of advice from him for which I shall always remain

grateful to him.

Last but not least I am deeply indebted to my presents for their belied and

pride in me that have met me what I am today.

Rajni Rani

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PREFACE

In order to make the students competent, all students are required to make a

real time project work. This exposure to real life situation given an insight to

the students about what problem he/she can expect to face during his carrier.

The Project aims to preference of consumers towards shopping malls. The

consumer survey revealed that working and o fficial men in Ludhiana market.

In this project a sample size of 50 respondents were selected for knowing

their perception regarding shopping malls. A broad f inding of consumer

survey revealed that the consumers now days are shifting their preferences

towards interest in all segment

Rajni Rani

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CONTENTS

4

Sr.No. Items Page No.

1 Introduction 1-20

2 Review of Literature 21-22

3 Objectives 23-24

4 Research Methodology 25-30

5 Analysis and Interpretation 31-46

6 Suggestions & Conclusion 49-50

Bibliography 51-52

Annexure53-56


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CHAPTER I

INTRODUCTION

SHOPPING MALL

A shopping mall (or simply mall), shopping center, or shopping arcade is a

building or set of build ings that conta in st ores, with in te rconnecting

walkways enabling visitors to easily walk from store to store. The walkways

may be enclosed

A shopping mall is a building or set of buildings that contain stores and have

interconnecting walkways that make it easy for people to walk from store to

store. The walkways may or may not be enclosed. In the United Kingdom

and Australia these are called shopping centers or shopping arcades

Shopping mall Collection of independent retail stores, services, and

par king areas const ructed and main ta ined by a management fi rm as a unit . It

is a 20th-century adaptat ion of the historical marketplace. In the U.S.,

postwar mi gra tion from cit ie s to suburbs and increased automobil e use

created a perceived need for central ized shopping facili t ies . The urban

shopping arcade developed out of the need for shelter from the weather;

Buffalo, N.Y., and Cleveland, Ohio, have charming trussed and glass-roofed

examples. The next generation of shopping malls, the large regional centre

si ted in a vast sea of parking lots , bears l i t t le resemblance to i ts small ,

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arcaded ancestors. Two of the world's largest malls are the West Edmonton

Mall in Alberta, Canada, and the Mall of America in Bloomington, Minn. In

recent years large shopping malls have attempted to rev The rapid, post

World War II ascendancy of the shopping centerof which malls are the

l ar gest and most impor tant typer epresented the confluence o f

demographic, technological, and institutional trends affecting the retailing of

goods and services that had been under way s ince the late nineteenth

century. A long- term demographic shi ft toward the concentration of

popula tion in urban ar eas , as well as a st eady ri se in per capit a income, had

culminated in the exodus of many middle-class households from increasingly

crowded inner cities to the more spacious suburban developments that began

to surround metropolitan areas.

EARLY SHOPPING CENTERS

At the heart of this culture was the shopping malla centrally owned and

managed cluster of architectural ly unif ied retai ling spaces designed to

accommodate automobile access on its periphery while restricting traffic to

pedestr ians in it s core . Mall s had their precurs ors in the publi c marketp laces

of the colonial and early national periods and the enclosed arcades of mid-

n ineteen th -cen tu ry Europe . The mal ls' design, constr uc tion, and

management, however , ref lected not only the symbios is of pecul iarly

American circumstances, but also the r ise of an aggressive new breed of

entrepreneur who flourished in the postwar suburban landscape: the real

estate developer.

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Perhaps the earliest planned shopping district in the United States was built

in 1916 in Lake Forest, Illinois, a Chicago suburb, but more influential was

Country Club Plaza in Kansas City, Missouri, designed by J. C. Nichols in

1922 as an integral part of a wider suburban community. Although some

shopping centers were built in the 1930s (Highland Park Village, Dallas,

1931; River Oaks Center, Houston, 1937), and a few visionary developers

like Don M. Casto of Columbus, Ohio, promoted them as the wave of the

future, the Depression and World War II delayed their full emergence.

ENCLOSED REGIONAL MALLS

At war's end there were only a few hundred shopping centers in existence.

By 1958, just a little over a decade later, there were nearly three thousand,

although the over-whelming majority (then as half a century later) were what

later became known as strip centers: a row of shops with parking in front,

usually anchored by a major store, such as a supermarket or a large "five-

and-dime." Many large DEPARTMENT STORES, nearly all of which were

located in the central business districts (CBDs) of cities or on Main Street in

smaller towns, were at f irs t reluctant to establish major branches on the

suburban per iphery, preferr ing to let cus tomers t ravel to their long-

established locations instead. The man who broke this deadlock and thus

pioneer ed the next st age of shopping cente r design was Vic to r Gruen, an

Austrian-born Nazi refugee.

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Gruen belonged to a reform-minded wave of urban design theorists who were

helping to plan many new suburban communities like Levittown, New York,

and after the war he quickly became known as the nation's premier designer

of shopping centers . Having identif ied shopping as a vi tal part of public

experience in modern America, Gruen designed shopping centers that were

intended to be, as he put it, "crystallization points for suburbia's community

l if e, " both as funct ional marketp laces and as nodes of cul tura l and

recreational activity. From the outset, however, Gruen relied on department

stores to assume a key role in shopping center development. He designed his

f irst shopping center for a department s tore, Mill iron's , in suburban Los

Angeles in 1947, and in 1954 his innovative two-level, open-air design for

North land Mall in Detroit was underwrit ten by a development consort ium of

two major Midwestern department store chains, Dayton's of Minneapolis and

Hudson's of Detroit. The South dale Mall opened there in 1956, and Gruen

designed. It to feature not one but two department stores, each anchoring

opposite ends of the two-level mall and separated in the middle by a central

court . But even more por tentously, Gruen 's South dale was the f ir st

completely enclosed mall, sealing consumers inside a controlled and secure

shopping environment.

Urban Malls

Such regional mallsfeaturing 300,000-plus square feet of spacesought to

attract customers from wide geographic areas, and their rapid proliferation in

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the 1960s represented competition that overwhelmed older downtown retail

distr icts. (See sidebar.) By the 1970s, however, cr it ics of suburban mall

development (who by now included Victor Gruen) helped spur a trend toward

locating new malls back in CBDs as centerpieces of urban revital ization

pro jects . Sunbel t devel opers li ke John Portman of Atlanta (the Omni) and

Gerald D. Hines of Houston ( the Galleria) pioneered in the design and

construction of multi-use mall facilities that included offices, hotels, and

atrium shops. Long-time designer-developer James Rouse's successful

renovations of Boston's Faneuil Hall Marketplace (1976), Balt imore's

Harborplace (1980), and New York City's South Street Seaport (1983)

received national acclaim despite crit icism of the apparent commercial

gentrification they propelled.

A Questionable Future

By the 1990s, with nearly forty thousand shopping centersof which almost

two thousand were regional mallssigns of an oversaturated and changing

market became evident: older malls were in decline; discount retailers like

Wal-Mart and the advent of e-commerce were making deep inroads into mall

sales; and the shift of women into the workplace had eroded malls' customer

bas e. Hail ed as the signatu re st ructu res of pos twar Ameri can af fluence not

long before, these cathedrals of consumption thus entered the new millenium

facing an uncertain future.

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HISTORY

Indoor multi-vendor shopping is not a recent idea. Isfahan's Grand Bazaar,

which is largely covered, dates from the 10th century A.D. The 10 kilometer

long covered Tehran's Grand Bazaar also has a very old history. The Grand

Bazaar of Istanbul was built in 15th century and is still one of the largest

covered markets in the world with more than 58 streets and 4000 shops. The

Oxford Covered Market in Oxford, England was official ly opened on 1

November 1774 and is st ill going st rong today. The Burl ington Arcade in

London was opened in 1819. The Arcade in Providence, Rhode Island

introduced the concept to the United States in 1828. The Galleria Vittorio

Emanuele II in Milan, I taly followed in the 1860s and is closer to large

modern malls in spaciousness. Many other large cities created arcades and

shopping centers in the late 19th century and early 20th century, including

the Cleveland Arcade and GUM in Moscow in 1890. Early shopping centers

designed for the automobile include Market Square, Lake Forest, Illinois

(1916) and Country Club Plaza, Kansas City, Missouri (1924).

In the mid-20th century, with the rise of the suburb and automobile culture

in the United States, a new style of shopping center was created away from

city centers . The concept was pioneered by the Austr ian-born architect

Victor Gruen. The new generation called malls included Northgate Mall,

buil t in north Seatt le, Wash ington, USA in 1950, Gr uen's North land

Shopping Center, built near Detroit, Michigan, USA in 1954, and the South

dale Center, the first fully enclosed mall, which opened in the Twin Cities

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suburb of Edina, Minnesota, USA in 1956. In the UK, Chrisp Street Market

was the first pedestrian shopping area built with a road at the shop fronts.

A very large shopping mall is sometimes called a megamall. The title of the

largest enclosed shopping mall was held by the West Edmonton Mall in

Edmonton, Alber ta , Canada for 20 years . Bei jing 's Golden Resources

Shopping Mall, opened in October 2004, is the world's largest, at 600,000 m

(approximately 6 mill ion square feet) . Berjaya Times Square in Kuala

Lumpur, Malaysia, is advert ised at 700,000 m. SM Mall of Asia in the

Phil ippines, opened in May 2006, is the world's third largest at 386,000

square meters of gross floor area with further expansions still ongoing. The

Mall of Arabia inside Dubai land in Dubai, United Arab Emirates, which will

open in 2008, will become the largest mall in the world, at 929,000 square

meters (10 million sq. feet).

Mall can refer to a shopping mall, which is a place where a collection of

shops all adjoin a pedestrian area, or an exclusively pedestrian street, that

allows shoppers to walk without interference from vehicle traffic. Mall is

generally used in North America and Australasia to refer to large shopping

areas, while the term arcade is more often used, especial ly in Britain, to

refer to a narrow pedestrian-only street, often covered or between closely

spaced bui ldings . A larger, often only par tly covered but exclusively

pedestr ian shopping area is in Bri tai n al so te rmed a shopping precinct or

pedestr ian precinct . The ma jo ri ty of Br it is h shopping cente rs are in town

centers , usually inserted into old shopping districts , and surrounding by

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subsidiary open air shopping s treets . A number of large out-of- town

"regional malls" such as Meadow hall were built in the 1980s and 1990s, but

there are only ten of them or so and current planning regulations prohibit the

construction of any more. Out-of-town shopping developments in the UK are

now focused on retai l parks, which consist of groups of warehouse style

shops with individual entrances from outdoors. Planning policy prioritizes

the development of existing town centers, although with patchy success

CLASSES OF MALLS

In many cases, regional and super-regional mall exist as parts of large

superstructures which often also include office space, residential space,

amusement parks and so forth. This trend can be seen in the construction and

design of many modern super malls such as Cavalier Mall in Turkey.

Regional mall

A regional mall is a shopping mall which is designed to service a larger area

than a conventional shopping mall. As such, it is typically larger with square

feet to square feet gross leasable area with at least 2 anchors, and offers a

wider selection of stores. Given its wider service area, these malls tend to

have higher-end stores that need a larger area in order for their services to be

pro fi table . Regional mall s ar e also found as touri st att rac tions in vacat ion

areas.

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Dead malls and new trends

In the U.S, as more modern facil it ies are bui lt , many ear ly mal ls have

become la rg el y abandoned, due to dec reased tr af fi c an d tenancy. Thes e "dead

malls" have fai led to at tract new business and often si t unused for many

years until restored or demolished. Interesting examples of architecture and

urban des ign, these s truc tures oft en a tt ract people who explore and

photograph th em. Th is phenomenon of dead and dying mal ls is exami ned in

detail by the website Deadmalls.com, which hosts many such photographs, as

well as historical accounts.

In parts of Canada, i t is now rare for new shopping malls to be buil t , as

outdoor outlet malls or big box shopping areas known as power centers are

now favored, although the traditional enclosed shopping mall is still much in

demand by those seeking weather-protected, all-under-one-roof shopping.

Legal issues

One controversial aspect of malls has been their effective displacement of

traditional main streets. Many consumers prefer malls, with their spacious

par king garages, well -main ta ined walkways, and private security guards,

over publi c s tr ee ts , which oft en suf fer f rom l imited parking , poor

maintenance, and limited police coverage.

In response, a few jurisdictions, notably California, have expanded the right

of freedom of speech to ensure that speakers will be able to reach consumers

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who prefer to shop within the boundaries of privately owned malls . See

Pru ne yard Shopping Center. However, most s tates defer to the property

r ights of mal l owners to prevent express ions of pol it ical speech. For

example, New York state law upheld the arrest of a 61-year-old man in a

mall near Albany who refused to take of his t-shirt that said "Give Peace a

Chance" or to leave. The United States Supreme Court has upheld state laws

like that in California to expand the right of free speech in malls and balance

it with the rights of shopping mall owners to utilize their property as they

see fit.

Shopping Centers Types

Based in par t on cri teria established by the International Counci l of

Shopping Centers

1. Arcade:

A type of enclosed urban shopping center popular in the 19th century,

typically with an arched glass roof and two rows of shops either side of a

pedestr ian pass ageway, which oft en connected two para ll el str eets

2. Community center:

A shopping center of 100,000 to 350,000 square feet GLA, typical ly

anchored by a one or two discount department, drug, or home improvement

stores; they are commonly open, one-story, with stores arranged in a single

strip, L- or U-shape

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3. Convenience center:

An open shopping center with fewer than half-a-dozen with stores offering

day-to-day necessi ties, such as a min-mart , dry cleaners, wine and bber,

video rentals, and the like

4. Enclosed mall:

A shopping center entirely inside a roofed structure, so that entrance to the

mall is controlled by a l imited number of entrances and most s tores are

accessible only via interior corridors

5. Fashion mall:

A shopping center f ea turing s tores tha t offer s ty li sh c lo th ing, posh

merchandise, and quality consumer goods

6. Lifestyle center:

Typically, an open-air shopping center or mall whose array of retail outlets

(such as women's fashion stores, jewelers, leather goods, and restaurants) are

designed to appeal to upscale consumers; lifestyle centers usually include

attractive landscaping, fountains, outdoor seating, and other features that

encourage browsing

7. Mall:

Any large shopping center (usually enclosed) with adjacent parking and out

buildings

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8. Outlet (or off-price) mall:

A shopping center with national brand-name retailers, factory outlets, or

close-out outlets selling discounted merchandise

9. Power mall:

A shopping center containing several category-killer stores

10. Regional center:

A shopping center with 400,000 to 800,000 square feet GLA, often an

enclosed mall, with 40 to 100 stores anchored by one or more department

stores

11. Shopping center:

A planned group of connected retail stores, usually with an attached parking

area, specially developed on a parcel of private property and managed by a

single organization

12. Super-regional center:

The largest classification of shopping center; it is usually an enclosed mall

larger than 800,000 square feet GLA with more than 100 stores, including

several department stores

13. Urban mall:

Shopping center located within a city, the largest of which may be on several

levels with adjacent multi-level parking

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LIST SHOPPING MALLS IN LUDHIANA

1. Ansal Plaza

2. MBD Mall

3. West End Mall

4. Vishal Mega Mart

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1. ANSAL PLAZA:

Finally Ludhiana is al l set to get i ts own share of world class shopping

experience in form of ansal plaza Ludhiana. A technological and architecture

statement this shopping malls would be a treat to visi tors and a real eye

opener for the shopping.

With its sprawling area it would house world class facilities amenities and

brands. Move so it would be a never befo re exper ience fo r the city of

Ludhiana. The footfal ls would experience top of the l ine brands go food

courts, kid zone health facil it ies of name of few. Ansal plaza Ludhiana

would set a new land mark in the city and would raise the shoppers

experience and delight. It is designed to cater to all age growth and shopping

cum leisure needs . Be i t c lothes , accessories leather goods cosmetics

lifestyles product fitness equipment or house hold goods it has something for

all.

To cater to the taste buds it would take the foot fall or an exquisite culinary

crosscountry. All this i s backed by ansal years of mal l management

experience and exposure to selling up the maintaining states of the shopping

malls and complexes. Air condition need with ample parking space and kind

scarped area i t would be a feas t to the eyes comes and exper ience and

discover the shopping delight.

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2. MBD MALL :

The MBD Group is Indias largest Publishing House with 5 decades of experience. The

MBD Group under futuristic vision of Mr. A.K. Malhotra, Chairman and Managing

Director, has diversified into various industries including Paper Manufacturing,

Hospitality, Real Estate, Mall Development and management eco friendly copier and

notebooks and e learning.

MBD Group has over 3000 employees, a network of around 1,000 distributors and

10,000 booksellers, across the country. For each literate person, there is an MBD

publication. It is the only group which publishes books for all classes, all subjects, in all

languages, all educational boards in India and in most of the major languages spoken

worldwide. MBD also prints technical books and childrens books under various imprints

popular in India as well as abroad. There are more than 8,000 titles currently under The

MBD brand and are increasing everyday.

The MBD Neopolis houses, The Radisson Hotel MBD, Ludhiana, Owned and managed

by The MBD Group and also brags of the best retail and entertainment mix in the city

Including brands such as Lifestyle, BIG Cimemas Multiplex, Hypercity , Gigabite food

Court, Mac, Ed Hardy FCUK, Calvin Klein , Jack & Jones, Esprit ,Tommy Hilfiger ,

Nike, , Diesel, Alcott, Louis phillip, Van Heusen , Forest Essentials and many more

premium brands The hotel would also house NUOVO,the style district that appeals to

the enlightened elite, an indulgently luxurious, sinfully sophisticated space . Created by

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International designers here the best of labels and their patrons will find a heaven of

sartorial extravagances. NUOVO will be the hot spot for the affluent elite of north

wanting to savor Luxury retail .The target brands for Nuovo include brands such as

Canali, Van Cleef Arpel, Fendi many more.

The next category of mixed-use developments of the Group, The MBD Zephyr ,

showcases lifestyle, luxury and surprise. Locate at Whitefield Banglore the first project in

this category is aimed at redefining luxury and entails Luxury Hotel, Luxury retail and

luxury entertainment , high end service apartments and commercial office space. For

MBD Zephyr, luxury retail target brands include Channel, Hermes, Gucci, Jimmy Choo,

Louis Vuitton, Christian Dior, Escada, Dunhill, Ferragamo and many more. MBD Zephyr

with its consultants The Steelman partners , famous for designing some of the best

hotels, Resorts and casinos, is targeted at delivering Luxury in every sense of the word

with the best brand mix be it hospitality, retail or entertainment and best service design.

The Group with its current portfolio of hospitality and mixed-use developments projects

in Noida (Delhi NCR), Ludhiana & Jalandhar (Punjab), and Bangalore (Karnataka) has

similar plans in Mumbai, Delhi, Chennai, Hyderabad, Greater Noida and Goa.

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The Group is already being recognized as a professional & trend setting Company in

India.

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3. WEST END MALL

According to Chadha Group, Westend Mall Ludhiana, is going to be one of the finest and

most luxurious malls in Punjab. This mall would be constructed with an investment of Rs

90 crore and would cover 2.2 acres. The mall will come up by the end of 2007 opposite

Sacred Heart School on Ferozepur Road. It is being developed by A B Motions Private

Limited, a concern of the Chadha group.

West end Mall will house a four-screen Cineplex with 1,053 seats equipped with the

finest facilities. Waves Cinemas, the next level in cinemas, will be the highlight in the

mall. The projection system will be from Kinoton, Germany, which is also used by

NASA in the United States. The mall will feature sound system by Martin, UK; floors

with carpets from Brintons, UK who are the suppliers of carpets to the Buckingham

Palace, and a platinum lounge. All in all, a royal luxurious movie viewing experience.

The mall will have a double basement parking with drive-in comforts. The estimated

footfalls at the mall are expected to be 3.6 million people per annum. Modern escalators

and elevators with 100 per cent power supply will be the other attraction.

The first floor will boast of mens wear brands. On the second floor, women wear and

kids wear will be available. A spa, health club, an entertainment centre for kids and many

other attractions will be seen in the mall, said Rajiv Gupta, Chief Executive Officer

(CEO) of the Chadha group. Westend Mall will revolutionize the real estate scene and the

entertainment field, Major retailers of the country have already booked space in the mall

& the mall will also boast of the best of eateries, fast food joints, coffee houses etc.

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The company has earlier constructed Eastend Mall in Lucknow and Centre stage Mall in

Noida. The Noida mall has been awarded as one of the top three malls in India, and the

best in northern India. The group plans to develop malls and multiplexes in Jalandhar,

Agra, Moradabad, Mohali etc too.

4. THE VISHAL MEGA MART

The Vishal group is one of the leading groups in the fields of retailing and water theme

park .the Vishal group consists of Vishal retail pvt. Limited and Vishal water word pvt.

limited. The directors of the company are Mr. Ram Chandra Agarwal, Mrs. Uma

Agarwal and Mr. Surrender Kumar Agarwal. Vishal retail pvt. Ltd is in the business of

manufacturing and retailing of repayment garment accessories and also showcases large

verities of FMGC product through a chain of 14 self owed stores spread over an area of

185000 sq. ft. in 10 cities across India .we provide employment to more then 1000

employees.

Our concept

Vishals concept of complete family store is unique in itself because it is one of the first

companies to provide high quality garment at affordable prices. It gives value to all age

groups, genders and believes in bringing smile on each and every face. Vishal believe in

presenting innovative and effective brands creating a whole new segment and most

importantly delivery on limited budget.

Our brands

The company brands are so elegant and appealing that it has made a mark in the market.

It has retuned brands like zeppelin, Kitten studio. blues , paranoia ,chlorine ,fizzy babe,

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jasmine, zero degree, soil, mass bay etc. the company has a wide range of garments for

the entire family for all seasons and the products are of good quality and within the reach

of common.

Our people

Our company derives its strength from its talented and hard working staff. Over the years,

Vishal has selectively recruited from one of the best fashion and business school of the

country to staff its design, merchandising, store management , human resources and

finance function and using the best the best it infrastructure and highly qualified

professionals.

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CHAPTER II

REVIEW OF LITERATURE

Title: The Shopping Mall High School. Winners and Losers in the Educational

Marketplace.

Powell, Arthur G (1985)

Abstract: High schools seek to maximize student holding power providing something

for everybody. This shopping mall concept produces schools in which

variety, choice, and neutrality are counterproductive for some individuals. To

counteract this effect schools need to take risks through greater commitment

to individual student development and to higher expectations in the

classroom.(MD)

John j. Rodriguez (July, 1976)

ABSTRACT: The objective of this section is to review literature dealing with

suburban shopping center impact on central business districts. The literature reviewed

falls in one of two categories. One of these is the overview study which examines the

common characteristics of CBD decline in a number of cities. The other type is the

case study which looks at one city's problem of CBD decline, the attempts at solving

the problem, and the successes and failures of these attempts.

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CHAPTER - III

OBJECTIVES

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1) To know scope of the shopping malls.

2) To study the consumer making s ty les in shopping mall s.

3) To know the sati sfaction level of consumer at shopping malls.

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CHAPTER - IV

RESEARCH METHODOLOGY

Definition

Methodology is the specification of method of acquiring the information needed to

structure or solve the problems at hand i.e. Research Methodology is a way to

systematically solve the research problem.

Research Method

Data collection format i.e. the questionnaire was designed. After necessary

modifications, the final format was designed and data collected.

Data Collection Method

Research project is affected very much by data collection method. Reliability of the

collected data depends a lot on the method of data collection.

The data is collected through:

Primary Data

Secondary Data

Primary Data

For the purpose of collecting primary data, the survey method was used and where thisstudy is mainly based on the primary data. Structured formats were administrated to get

first hand information, from the consumers who are associated with the Internet Service

Providers.

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Secondary Data

Secondary source include the information collected from various books, journals, term

paper and research purpose. Internet was also obeying used for collecting the relevant

data.

Research Design

The research design is the framework for the study that guides the collection and

analyzing of the data. So, the fundamental to the success of any formal marketing

research project is Sound Research Design, a good method of data collection and

analyzing, time required for project and estimate of expenses to be incurred.

Research Type

Conclusive research approach has been used in this project i.e. descriptive research

through survey method, which aims towards finding new relationships & finding new

hypothesis in which the researcher doesnt have control over the variable. Questions

asked for the purpose according to the nature and attitude of the respondent. This gives

advantage of providing the necessary information rather than the unnecessary details.

Merits of the techniques are as follows

Data collected can be analyzed and interpreted very easily because the data is objective in

nature and easy to understand.

Only the necessary data is collected that are necessary for the study.

Data is collected mannerly and is very easy to understand.

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Scaling

Scaling describes the procedures of assigning numbers to various degrees of opinion,

attitude and other concepts. This can be done in the following ways:

Making a judgment about some characteristics of an individual and then placing directly

on a scale that has been defined in terms of that characteristic.

Constructing questionnaires in such a way that the score of individuals responses assigns

him a place on a scale.

Scaling Techniques

Summated scale (or Likert-type scale)

Contact Method

Direct personal interviews were conducted to collect the information as per the design

format.

A sample size of 50 was decided upon.

Each stratum of respondents was administered separate questionnaires, so as to avoid

burdening them with irrelevant questions.

Questionnaire Construction

As stated earlier, separate questionnaire were specially designed, keeping the respondents

in view, was administers to each of the strata studied.

At optimum balance of open ended questions was taken to study the objectives at hand.

The closed questions were both multiple choice and dichotomous type.

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Summated scales (Likert-type scales)

Summated scales (or Liker t- type) are developed by uti lizing the i tem

analysis approach where in a particular item is evaluated on the basis of how

well it discriminates those persons whose are score is high and those whose

score is low.

Those items or statements that best meet this sort of discrimination test are

included in the final instrument.

Thus, summated scales consist of a number of statements, which express

either a, favorable or unfavorable attitude towards the given object to which

the respondent is asked to react. The respondent indicates his agreement or

disagreement with each statement in the instrument. Each response is given a

numerical score, indicating its favorableness or unfavourableness, and the

scores are totaled to measure the respondents attitude. In other words the

overall score represents the respondents position on the continuum of

favorableness unfavourableness towards an issue.

We find that these five points constitute the scale. At one extreme of the

scale there is strong agreement with the given statement at the other, strong

disagreement and between them lie intermediates points. We may illustrate

this as under:

Factor 1

Very Good

Factor 2

Good

Factor 3

Ok

Factor 4

Bad

Factor 5

Very Bad

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Statistical and analysis Tools

Various statistical tools and techniques were used for the purpose of analysis

and interpretation of the questions, which were asked in the survey including

finding percentage, making pie charts; findings mean averages, Likert Scale

method etc.

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CHAPTER - V

DATA ANALYSIS & INTERPRETATION

1. Shopping Mall is one stop shop.

Options No. of respondents % of respondents

Yes 27 54%

No 23 46%

Total 50 100

From t he above graph it is clea r that 27% peoples feel Shopping Mall is one stop

shop 23% feel Shopping Mall is not one stop shop.

37

27%23%

0%

10%

20%

30%

40%

50%

60%

Yes No


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2. Frequency of you visits shopping malls.


Daily 5 10%

Weekly 10 20%

Monthly 22 44%

Occasionally 13 26%

Total 50 100

From the above graph it is clear the 10% respondents go often for shopping

mal ls monthly, 20% respondents l ike to shop weekly, 44% l ike to go

shopping monthly and test of 26% respondent go for occasionally.

38

10%

20%

44%

26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Daily Weekly Monthly Occasionally


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3. Go to shopping malls.

Options No. of respondents

% of respondents

Actual Shopping 11 22%

Enjoyment 15 30%

Eating 14 28%

Happening Place 5 10%

Window Shopping 5 10%

Status Symbol 0 0%

Total 50 100

Mostly likely 22% of respondents go to shopping malls for actual shopping,

30% respondents go for enjoyment, and 28% of respondents go for eating

39

22%

30%

28%

10%

10%

0%0%

5%

10%

15%

20%

25%

30%

Actual

Shopping

Enjoyment Eating Happening

Place

Window

Shopping

Status

Symbol


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few 10% for of happening place and 10% for window shopping and none for

status symbol.

4. Time spend in a Shopping Mall.

Options No. of

respondents

% of respondents

1 Hour 24 48%

2 Hour 8 16%

3 Hour 14 28%

4 Hour 4 8%

Total 50 100

In this question we have used simple percentage method to know the people

pre fe rence of spending time in shopping mal ls . 48% of re spondents spen t 1

40

48%

16%

28%

8%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%

45.00%

50.00%

1 Hour 2 Hour 3 Hour 4 Hour


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hour in malls, 16% of respondents spend 2 hours, and 28% of respondents

spend 3 hours and only 8% spend 4 hours in Shopping Malls.

5. Atmosphere in the Shopping Malls.


Friendly 27 54%

Air conditioning 10 20%

Informative 9 18%

Attractive

infrastructure

4 8%

Total 50 100

In the above survey we found that 54% of respondent find friendly atmosphere

in the Shopping Malls, 20% of respondents find Air conditioning atmosphere,18%

41

54%

20% 18%

8%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Friendly Air conditioning Informative Attractive infrastructure


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of respondents Informative atmosphere and 8% respondents find attractive

Infras truc ture atmosphere in shopping malls.

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6. Prefer to buy go to Shopping Malls


Raw Foods 11 22%

Garments 27 54%

Consumer durable 9 18%

Electronic 2 4%

Footwears 1 2%

Total 50 100

In the above survey we found that 22% of respondents go for raw foods, 54%

of respondent go for buying Garments, 18% of respondents go for buying of

consumer durables, and 4% of respondents buy Electronic 2% of respondents

for Footwears.

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22%

54%

18%

4%2%

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

Raw Foods Garments Consumer Durable

Electronics Footwears


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7. Prefer to visit Mall.


Colleagues 10 20%

Friend 26 52%

Spouse 11 22%

Alone3 6%

Total50 100

From the above survey I found that 20% of respondent prefer to visit Mall with

Colleagues. 52% are prefer to visit Mall with Friends,22% respondent s like to visit

wi th spouse, and 6% are prefer to visit Mall alone.

44

20%

52%

22%

6%

0%

10%

20%

30%

40%

50%

60%

colleagues

Friends spouse alone


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8. Purpose visit mall influence.


Yes 30 60%

No 20 40%

Total 50 100

Yes

No

From the above survey 60% of respondents are satisfied the purpose with whom

they visit malls and 40% of respondents are not sati sfied the purpose with whom

they visit malls.

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9. Satisfied the brands available in the Shopping Malls.


Yes 48 96%

No 2 4%

Total 50 100

Yes

No

For the above survey I have found that 96% of respondent satisfied with the brands

available in the Shopping Malls, and 4 % of respondent not satisfied with the brands

available in the Shopping Malls.

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10. Mode of payment used in Shopping Malls.


Credit Cards 13 26%

Debit Cards 12 24%

Cash 25 50%

Total 50 100

0

10

20

30

40

50

Credit

Debit

Cash

In this question we have used simple percentage method to know the people preference of

payment from shopping malls. 26% of respondents making payments through credit cardfacility, 24% of respondents making payments through Debit cards, and 50% ofrespondents paying through Cash Payment.

11. Price being charged by these Shopping Malls are

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Very High 5 10%

High 12 24%

Moderate 10 20%

Low 8 16%

Very low 5 10%

Total 50 100

0

5

10

15

20

25

%

Very high %

High

Moderate

Low

Very low

From the above graph and found that 10% of respondent think that the price

charged by shopping mall are very high, 24% respondents that it is high and

10% think that it is moderate, 16% respondents thinking its low, and the

remaining 10% think that the price charged by them its very low.

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12. Services provided by these Shopping Mall is Comparison to other stores.


Satisfied 35 70%

Neutral 10 20%

Dissatisfied 5 10%

Total 50 100

Satisfied %

Neutral %

Dissatisfied %

From the above graph I found that 70% of respondent Satisfied with theservice provided by the shopping malls, on this opinion 20 % of respondent

remain neutral, and 10% respondents Dissatisfied with the service provided

by shopping ma ll s.

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13 . Rank (1-10) (1-most preferred; 10-least preferred) the factors that

Consider while shopping at Shopping Malls.

a. Interior / Exterior b. Cleanliness

c. Services d. Safe

e. Exclusive Range f. Quality

g. Happening palace h. Fixed price

i. Status Symbol j. Credit facility

In Ranking of Factors of shopping malls We ranking the factors in above

ranking..we can rank Services to 1 st number due to good services, and

exclusive Range in ranked on 2nd position of ranking due to wider range

of availability of things, and Quality on 3 rd Rank due to a large kind of

available quality products. 4 th ranking is for fixed price because many

stores have fixed prices,5 th ranking is for Credit faculty because many

modes of payment like credit/debit card and cash etc, 6 th ranking used

for safety of malls like with Security and CCTV cams, 7 th ranking is for

Cleanliness because Malls are more cleans then other normal shops, 8 th

ranking for Interior/exterior designs , 9 th ranking for happening Place

and 10 th for status symbol.

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14. Satisfaction level for the factors in Shopping Malls.

.

Options High Satisfied Neutral High DissatisfiedSatisfied Dissatisfied

Brand availability 60% 15% 5% 10% 10%

One stop shop 70% 10% 10% 5% 5%

Accessibility of

Malls 50% 30% 10% 5% 5%

Friendliness of staff 65% 25% 5% 3% 2%

Entertainment 40% 20% 15% 15% 10%

In Above ranking Table we can see this the respondents likes brand availability and Onestop Shop , more than 50% high satisfied from the services of accessibility of malls,

friendliness of staff and entertainment, and more peoples r satisfied with the services of

malls , 5-10% range of respondents are neutral about the survey. And 5-10% is

dissatisfied about the services in ranking table.

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15. Future of shopping Malls in Ludhiana city.


Very Successful 26 46%

Successful 15 30%

Moderate 5 10%

Declining3 6%

Cant Say 1 2%

Total 50 100

0

5

10

15

20

25

30

35

40

45

50

very succesfull

succesfull

Moderate

modirate

can't say

From the survey of malls in above graph I found that 46% of respondent

th ink the future of shopping Malls in Ludhiana city is very Successful,30% think its

successful, 10% thinking the future of malls is moderated, and 2% respondent says that

they cant say anything about the future of shopping Malls in Ludhiana city .

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LIMITATIONS

1. The market is too vast and i t is not possible to cover each and every

shopping mall in the available span of time.

2. This study is based upon already established shopping malls which are

less in Ludhiana.

3. The survey was restricted to Ludhiana and as such results cannot be

generalized.

4. Bias on the part of respondents to provide the information.

5. Time factor puts hindrance in survey.

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CHAPTER - VI

SUGGESTIONS & CONCLUSION

SUGGESTIONS

1) Shopping mal ls should advert ise more to att ract the peoples of the city.

2) The price range should be affordable which att racts everybody.

3) The discount stores in shopping malls should also be opened.

4) The locat ion of shopping malls should be in center of the city so that every

customer could approach easily.

CONCLUSION

Shopping malls are not well established in Ludhiana city. It is becoming day

by day a recognized and pro fi table fi eld . Af te r the compet it ion of mar ket

study, I have come to know major factor as discussed below.

1. It is found that the scope of the shopping malls in Ludhiana is higher

because in Ludhiana consumer goes for shopping on monthly basis .

2 . Mos t of the consumers like to buy from the shopping mall s.

3. Factors affecting the consumer for shopping are range, s tatus and quali ty.

4. The ent ire respondents were aware about the operat ional as wel l as potential

shopping malls in Ludhiana

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BIBLIOGRAPHY

Kothary CR, Research Methodology.

Kotler Philip, Marketing Management.

www.dogpile.com

www.google.com

www.ansalpalaza.com

www.omaxe.com

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Questionnaire

Name

Age

Gender

Occupation

Income

1. Do you feel Shopping Mall is one stop shop?

a. Yes b. No

2. How often do you visit Shopping malls?

a. Daily b. Weekly

c. Monthly d. Occasionally

3. Why do you go to Shopping Malls?

a. Actual Shopping b. Enjoyment

c. Eating d. Happening place

e. Window shopping f. Status symbol

4. How much time you spend in a Shopping Mall?

a. 1 hour b.2 hours

c. 3 hours d.4 hours or above

5. What kind of atmosphere you find in the Shopping Malls?

a. Friendly b. Air conditioning

c. Informative d. Attractive infrastructure

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6. What do you prefer to buy when you go to Shopping Malls?

a. Garments b. Raw foods

c. Consumer durable d. Electronic

e. Footwears

7. With whom you prefer to visit Mall?

a. Friend b. Colleagues

c. Spouse d. Alone

8. Does the purpose with whom you visit mall influence you?

a. Yes b. No

9. Are you satisfied with the brands which are available in the Shopping Malls?

a. Yes b. No

10. What type of mode of payment you used in Shopping Malls?

a. Credit Cards b. Debit Cards

c. Cash d. All of above

11. What you think price being charged by these Shopping Malls are

a. Very High b. High

c. Moderate d. Low

e. Very Low

12. What do you think about the services provided by these Shopping Mall in

comparison to other stores?

a. Satisfied b. Neutral c. Dissatisfied

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13. Please rank (1-10) (1-most preferred; 10-least preferred) the following factors

that

You consider while shopping at Shopping Malls?

a. Interior / Exterior b. Cleanliness

c. Services d. Safe

e. Exclusive Range f. Quality

g. Happening palace h. Fixed price

i. Status Symbol j. Credit facility

14. Rate your satisfaction level for the following factors in Shopping Malls.

Options High Satisfied Neutral High Dissatisfied

Satisfied Dissatisfied

Brand availability

One stop shop

Accessibility of

Malls

Friendliness of staff

Entertainment

15. What do you think the future of shopping Malls in Ludhiana city?

a. Very Successful b.Succesful

c. Moderate d. Declining

Date post:	03-Apr-2018
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