A Study of Consumer Behavior in SelectedShopping Malls of ChandigarhByJitender SinghUnder the guidance ofDrS.K.ChadhaSubmittedtoUniversity BusinessSchool PanjabUniversity ChandigarhIn partial fulfilment of therequirements for the degree ofMasters of BusinessAdministrationUniversity Business School!"#!iDECLARATIONIherebycertifythatthe$or%$hichispresentedintheprojectentitled&AStudyofConsumerBehaviourinSelectedShoppingMallsofchandigarh'(infulfillmentoftherequirementfor theawardoftheDegreeofMasterofBusinessAdministrationtoesumittedattheUniversityBusinessSchool!Chandigarhisanauthenticrecordofmyownwor"carriedoutduring #nd year under the supervision of Dr.Suresh.K.Chadha! $rofessor! UniversityBusiness School! Chandigarh. %he matter presented in this report has not een sumitted yme for the award of any other degree of this or any other &nstitute'University.Name:Jitender SinghPlace: Chandigarh Date: April ()! #(*#iiUniversity Business School!"#!CERTIFICATE%hisistocertifythatMr.JitenderSingh!astudentofMasterofBusinessAdministration+,eneral-)th semesteratUniversityBusinessSchool!$an.aUniversity!Chandigarh!hasunderta%en aprojecton&AStudyofConsumerBehaviourinSelectedShoppingMallsofChandigarh'inpartialfulfilmentoftherequirementofMasterofBusinessAdministration$rogram+#((/0#(**-.%hepro.ecthaseensuccessfullycompletedundermysupervisionandguidance.%hisresearch pro.ect is the original wor" of the student.Dr.S.K.Chadha! Date1 April ()! #(*#$rofessorUniversity Business School! $an.a University! Chandigarh.iiiUniversity Business School!"#!ACKNOWLEDGEMENT& availthisopportunity toe2pressmy profoundsenseofsincereanddeepgratitudetomanypeoplewhoareresponsileforthe"nowledgeande2perience&havegainedduringthepro.ect wor".& e2tendmyoverwhelminggratitudetoDr.Suresh.K.Chadha!facultyUniversityBusinessSchool!forhisvalualeguidance!intellectualcontriution3encouragementandmeticuloussupervisionduringthepreparationofthis$ro.ect4eportinspiteofhisusyschedule.&wouldalsoprofoundlythan"Dr5avdeepKaurandDr6aneetaAgarwa!facultyUniversityBusiness School for providing the valuale inputs during pro.ect review sessions.My hearty and inevitale than"s to all the respondents who helped me to ring out the pro.ectin a successful manner. & would also li"e to e2tend my gratitude towards my parents! facultiesandfriendswhoe2tendedtheirwholeheartedsupporttowardsthesuccessfulcompletionofthis $ro.ect 7or".J i t e n d e r i n! "ivUniversity Business School!"#!E#EC$TI%E $MMAR&4etail sector in &ndia has seen an unprecedented growth with the compounded annual growthrateof)89.%he&ndia4etail&ndustry is the largestamongalltheindustries! accounting forover#"percentofthecountry)s*+Pandaround,percentoftheemployment.$urchasingpowerof&ndianuranconsumerisgrowingandrandedmerchandiseisslowlyecominglifestyleproductsthatarewidely acceptedy theuran&ndianconsumer.%hereisnodoutthat the &ndian retail scene is ooming.%his research aims at studying the shoppers e2perience in a shopping mall and factors whichlead to satisfaction of shopper.Specific o.ectives of this study can stated as -o identify the prominent factors in.uencingthe consumer)s shoppingbehaviour/ %o segment the consumers on the asis shopping style and mall attriutes.Descriptive research was used to understand the consumer ehaviour. %he proposed researchisdevelopedfrom:uantitativepointofview.&nthisstudy!anefforthaseenshowntoe2hiitthevariousmallattriutesandshoppingstyleaffectingthepreferenceofashoppingmallytheresidentsoftri0city.;actoranalysisisusedtoe2tractthefactorswhichareimportant for customers3 further cluster analysis was carried out on these e2tracted factors inorder to segment the customers in various categories depending upon the relative importancegiventoeachfactor.Clusteranalysiswascarriedoutonconsumershoppingstylevarialesalso and customers were segmented into four categories. A total of *A4A%&?5/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////iC=4%&;&CA%=///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////iiACK5?7>=D,=M=5%/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////iii=@=CU%&6=SUMMA4A///////////////////////////////////////////////////////////////////////////////////////////////////////////////////iv>&S%?;%AB>=S////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////vii*.&5%4?DUC%&?5////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// ##.>&%=4A%U4=4=6&=7/////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 0?,A//////////////////////////////////////////////////////////////////////////////////////////////////////#1).DA%AA5A>AS&SA5D&5%=4$4=%A%&?5////////////////////////////////////////////////////////////////////////////// !#CC?5C>US&?5////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 12viUniversity Business School!"#!C.* ;indings/////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 12C.# 4ecommendations and Managerial &mplications//////////////////////////////////////////////////////////////////////// 13C.< >imitations of the Study////////////////////////////////////////////////////////////////////////////////////////////////////////////// 13C.) Suggestion for ;urther 4esearch///////////////////////////////////////////////////////////////////////////////////////////////// 134=;=4=5C=S ///////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1,A55=@U4= *////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 2"A55=@U4= #////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 2!A55=@U4= ocated mainly in metro cities! in pro2imity touranouts"irts.4angesfrom8(!(((s:fttoD!((!(((s:ftandaove.%heylendanidealshopping e2perience with an amalgamation of product! service and entertainment! all under acommon roof. =2amples include Shoppers Stop! $iramyd! and $antaloon.Mallsarespringingupineverycityandarefastecomingsought0afterentertainmenthotspots! with shopping as the y0product. ;rom a situation where there were no malls aoutadecadeago!thecountrywillhaveoveraSalle Meghra. +J>>M- too agrees thatecauseofhighrealestatecosts!5orth&ndiaisnotapreferreddestinationforlargeformatanddepartmentalstores!utthereisagrowing demandforlu2urygoods.%heonesthatareloo"ingtoe2pandinthisregionarelu2uryrandsli"eLaraandwhitegoodsrandsli"eCroma/&AdityaBirla isalsoloo%ingtoopen upafe$storesinsomepartsof:orthIndia(providedthattheygetappropriatepropertiesatthecorrectprices.=ast&ndiaistypicallyaspendthrift economy and retail per se has not e2panded eyond Kol"ata. ;uture ,roup is theonly player currently ullish on =ast &ndia ecause of its value format. &n South &ndia! ;uture,roup!AdityaBirla!%ataand4elianceareall"eenonincreasingtheirretailfootprint('Basuadds.$ost the release ofthis report! J>>M has recently donea realty chec" onthe region0specificupcomingmallpro.ects.&nSouth!while&sc"onCharitiesissettingup,o"ulamMallinBangalore!MargConstructionsisdeveloping4iversidemallinChennai.&ndu$ro.ectsis2University Business School!"#!settingup&nduMalland&JMisconstructing&JMMallinByderaad.=%>isconstructing=%> Central Mall in Coimatore.D>; Brands00 theretailandlifestyledivisionofD>;>td0planstosetupfourthstoreapartfromintroducingDK5A.eansto&ndiasoonafteropeningthreeDonnaKaran5ewAor"+DK5A-storesinDelhi.&n7est!K4ahe.aConstructionsisdeveloping&nfinity#mallatMaladinMumai!Satra$ropertyissettingupDreamsinMumai.Meanwhile!aMar"etCity mall in Kurla! Mumai is coming up from Mar"etcity Developers. $aran.pe Schemes issettingup@ionmallatBin.ewadiin$une.D>;issettingupD>;Mallin>ower$arelinMumai.Kshiti.&nvestmentAdvisoryCompany+K&AC-!therealestatearmof;uture,roup!isplanning to set up two malls in the =ast y mid0#(*(! saidacompany source onpromise ofanonymity.7hileJ$&nfrastructure+$-ltdand$roIone=nterprises+$->tdaresettingup$roIone Mall in Aurangaad.Adidas&ndiaMar"eting$vt>tdisplanningtosetup#((randedstoreswhichwillincludema=imum 9Adidas) shop0in0shopformatsandafew flagshipstoresintopF(citiesin&ndiain this financial year. %his is mainly ecause retailrentals have fallen sharply!says%ushar,oculdas its director 0 mar"eting and sales. Meanwhile! $ortico 5ew Aor"! a rand yCreative$ortico+&ndia-tooisplanningtosetup*8($orticorandedshop0in0shopretailformats and therey increase penetration in 5orth and South&ndia!according to Chandan S!its senior general manager0retail and mar"eting. +*F-(ecialtyt're)Chains such as the Bangalore ased Kids Kemp! the Mumai oo"s retailer Crossword!4$,EsMusic 7orld and the %imes ,roupEs music chain $lanet M! are focusing on specific mar"et segments and have estalished themselves strongly in their sectors.Alargeyoungwor"ingpopulationwithmedianageof#)years!nuclearfamiliesinuranareas!alongwithincreasingwor"ingwomenpopulationandemergingopportunitiesintheservices sector are going to e the "ey factors in the growth of the organiIed 4etail sector in&ndia.%hegrowthpatterninorganiIedretailingandintheconsumptionmade y the&ndianpopulation will follow a rising graph helping the newer usinessmen to enter the &ndia 4etail&ndustry. +8-3University Business School!"#!UraniIationandincreasedincomeshaveeenimportantintheriseofsupermar"ets!otherfactorsalsoplayedimportantroles.AcrucialfactorwasthelieraliIationofretailforeigndirectinvestment+;D&-!whichspar"edanavalancheof;D&+andcompetitiveorattimesanticipatory domestic investments- through the *//(s and into the #(((s. &ntensecompetition!consolidation!andmultinationaliIationinthesupermar"etsectorhavealsoaccelerated the spread of supermar"et chains see"ing to improve their competitivepositioning. &n addition! domestic policies have often included ta2 incentives forsupermar"ets and hygiene and location regulations for wetmar"ets.+#-%he total concept and idea of shopping has undergone tremendous change in terms of formatandconsumeruyingehaviour!usheringinarevolutioninshoppingin&ndia.Modernretailinghasenteredintothe4etailmar"etin&ndiaasisoservedintheformofustlingshopping centres! multi0storied malls and the huge comple2es that offer shopping!entertainment and food all under one roof.%heretailingconfigurationin&ndiaisfastdevelopingasshoppingmallsareincreasinglyecoming familiar in large cities. 7hen it comes to development of retail space specially themalls!the%ier&&citiesarenolongerehindintherace.&fdevelopmentplanstill#((Disstudieditshowsthepro.ectionof##(shoppingmalls!with*