Marketing Research Project

Mall Research

Niranjan Pradhan (TYBMS SEM VI, Bhavan’s Chowpatty)

Meaning

Research means detailed study of a problem. Here, the details of the marketing

problem are collected and studied, conclusions are drawn and suggestions are

made to solve the problem quickly, correctly and systematically. In MR, specific

marketing problem is studied in depth by collecting and analyzing all relevant

information and solution are suggested to solve the problem which may be

related to consumers, product, market competition, sales promotion and so on.

MR is special branch of marketing management. It is comparatively of recent in

origin. MR acts as an investigative arm of a marketing manager. It suggests

solution on marketing problem for the consideration and selection by a marketing

manager. MR also acts as an important tool to study buyer behaviour, changes in

consumer life-style and consumption patterns, brand loyalty and forecast market

changes.

In brief, MR facilitates accurate marketing decisions for consumer satisfaction on

the one hand and sales promotion on the other hand. It is rightly treated as the

soul of modern marketing management. MR suggests possible solution on

marketing problem to marketing manager for his consideration and final

selection. It is rightly said that the beginning and end of marketing management

is marketing research. It is primarily used to provide information needed to guide

marketing decision, market mix. It acts as a support system to marketing

management.

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Features of Marketing Research

1) Systematic and continuous process :- MR is a continuous process. One

type of research is not adequate to resolve all marketing problem.

Similarly, new research projects will have to be undertaken to solve new

marketing problem and challenges. A marketing company faces new

marketing problem from time to time and for facing them marketing

research activities need to be conducted on regular basis. A marketing

company has to conduct MR regularly for its survival and growth in the

present dynamic marketing environment.

2) Wide in scope application :- MR is wide in scope as it deals with all

aspects of marketing of goods and services. Introduction of new products,

identification of potential markets, selection of appropriate selling

techniques, study of market competition, introduction of suitable

advertising strategy and sales promotion measures are some areas

covered by MR.

3) Emphasises on accurate data collection and critical analysis :- In MR,

required data should be collected objectively and accurately. The data

collected must be reliable. It should be analysed in a systematic manner.

This will provide comprehensive picture of the situation and possible

solution.

4) Offers benefits to sponsoring company and consumer :- MR is useful

to the sponsoring company. It raises the turnover and profit of the

company. It also raises the competitive capacity and creates goodwill in

the market. It enables a company to introduce consumer- oriented

marketing policies. Consumer also gets agreeable goods and more

satisfaction due to MR activities.

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5) Commercial equivalent of military intelligence :- MR is the commercial

intelligence activity. It is similar to military intelligence where systematic

study is made before taking any military action MR acts as the intelligence

tool of marketing management.

6) Tool for managerial decisions :- MR acts as a tool in the hands of

management for identifying and analysing marketing problem and finding

out solution to them. It is and aid to decision-making. It suggests possible

solution for the consideration and selection by managers. MR is an aid to

judgement and never a substitute for it.

7) Applied type of research :- MR is applied knowledge. It is also called

‘decisional’ research as it provides specific alternative solution to deal with

a specific marketing problem. It studies specific marketing problem and

suggests alternative solution and possible.

8) Reduces the gap between the producers and consumer :- MR is an

essential supplement of modern competitive marketing. It is useful for

understanding the needs and expectations of consumers. It reduces the

gap between producers and consumers and adjusts the marketing

activities to suit the needs of consumer.

9) Not an exact science :- MR is both science and an art. It collects

information and studies marketing problem in a scientific manner. The

information collected is also applied to real life problem. However, MR is

not an exact science. It only suggests possible solution and not the exact

solution to marketing manager for consideration and selection. At present,

MR is treated as a professional activity. We have professional research

agencies dealing with the marketing problem of their clients on

commission basis.

10) Use of different methods:- MR can be conducted by using different

methods. Data can be collected through survey or by other methods like

observation method or experimentation method. Even computers and

internet are used for data collection. The researcher has to decide the

method suitable for his research project.

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11) Dynamic character:-MR is dynamic in nature. Its scope is fast expanding

along with the new developments in the field of marketing. In addition,

development in other subjects such as economics, statistics, computer

science, sociology, psychology, cultural anthropology and behavioural

sciences also bring corresponding changes in the field of MR. this

suggests that MR is a dynamic and progressive subject.

12)Closely connected with marketing information system :- both the

concepts are interrelated. In fact, MR is one components of MIS. Both are

useful for solving marketing problem and for accurate and quick decision-

making in the field of marketing.

INCREASING NEED OF MARKETING RESEARCH

1) Growth and complexity of markets :- Markets are no more local in

character. They are now national and even global in character. The

marketing activity is becoming increasingly complex and broader in scope

as more firms operate in domestic and global markets. Manufactures find

it difficult to establish close contact with all markets and consumers

directly. Similarly, they have no control on the marketing system once the

goods are sold out to middlemen. This situation creates new problem

before the manufacturers which can be faced effectively through MR as it

acts as a feed-back mechanism to ascertain first hand information,

reaction, etc. of consumers and middleman. Marketing activities can be

adjusted accordingly.

2) Wide gap between producers and consumers :- marketing research is

needed as there is a wide gap between producers and consumers in the

present marketing system. Due to mass scale production and distribution,

direct contact between producers and consumers. Producers do not get

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dependable information as regards needs, expectation and reactions of

consumers, they are unable to adjust their products, packaging, prices,

etc. as per the needs of consumers. The problem created due to

information gap can be solved only through MR as it possible to establish

contact with consumers and collect first hand information about their

needs, expectation, likes, dislikes, preferences and special features of

their behaviour. Thus, MR is needed for removing the wide communication

gap between producers and consumers.

3) Changes in the composition of population and pattern of

consumption: - In India, many changes are taking place in the

composition of population. There is a shift of population from rural to urban

areas. There have been considerable changes in the consumption and

expenditure patterns of consumers in India. The incomes of the people, in

general, are rising. This brings corresponding increase in their purchasing

capacity and buying needs and habits. The demand for consumer

durables is fast increasing. The market are now flooded with consumer

durables like TV sets and so on. Manufacturers are expected to know

such qualitative and quantitative changes in the consumer preferences

and their consumption pattern. For achieving this objective, MR activities

are necessary and useful. In brief, MR is needed for the study of changes

in the pattern of consumption and corresponding adjustment in the

marketing planning, policies strategies.

4) Growing importance of consumers in marketing:-Consumers occupy

key position in modern marketing system. They are now well informed

about market trends, goods available, consumer rights and protection

available to them through consumer protection acts, the growth of

consumerism has created new challenges before manufacturers and

traders. Even growing customer expectations create situation when

manufacturers have to understand such expectations and adjust the

production policies accordingly. Indifference towards consumer

expectations may lead to loss of business. In the present marketing

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system, consumers cannot be taken for granted. Marketing research

particularly consumer research gives valuable data relating to consumers.

It is possible to use such data fruitfully while framing marketing policies.

Thus, marketing decisions can be made pro consumer through marketing

research activities.

5) Shift of competition from price to non-price factors:- Cut-throat

competition is unavoidable in the present marketing field. Such

competition may be due to various factors such as price, quality, and

packaging, advertising and sales promotion techniques. Entry of new

competitors creates new problems in the marketing of goods and services.

In addition, market competition is no more restricted to price factor alone.

There are other non-price factors such as packaging, branding, after-sales

and advertising which create severe market competition. Every producer

has to find out the extent of such non-price competition and the manner in

which he can face it with confidence. MR is needed as it offers guidance in

this regards. A manufacturer can face market competition even by using

certain non-price factors. The shifting of competition from price to non-

price factors has made marketing of consumer goods more complicated

and challenging. This challenge can be faced with confidence by using

certain measures through marketing research.

6) Need of prompt decision making :- In competitive marketing, marketing

executive have to take quick and correct decision. Companies have to

develop and market new products more quickly than ever before.

However, such decision is always difficult. Moreover, wrong decisions may

bring loss to the organisation. For correct decision making, marketing

executive need reliable data and up to date market information. Here, MR

comes to the rescue of marketing manager. Problems in marketing are

located, defined, analysed and solved through MR techniques. This

suggests its need as a tool for decision making. MR is needed as a tool for

reasonably accurate decision making in the present highly competitive

market system.

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Market research v/s marketing research.

Sr.no. Points Market Research Marketing research

1. Meaning Market research directly

relates to market situation

i.e, size, location, market

competion and features of

customers. It provides

details about the market

for decision-making and

policy framing.

MR is a systematic and

comprehensive study of

different aspect of marketing

including current marketing

problems and challenges for

decision –making and policy

framing.

2. Nature Market research is a

branch of marketing

research.

MR is one branch marketing

information system.

3. Scope The scope of market

research is limited to the

study of market or market

situation.

The scope of marketing

research is wide as it covers

all aspects of marketing.

4. Type of

term

Market research is narrow

term as it relates to one

aspect of marketing.

Marketing research is a wide

term as it covers all aspects

of marketing

5. Objective Market research is

undertaken in order to

deal with the problem and

challenges relating to

different aspect of market

such as competition and

consumer needs.

Marketing research is

undertaken in order to study

varied type of marketing

problem such as product

line, marketing mix,

advertising, packaging,

branding and so on.

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Advantages of Marketing research

1) Indicates current market trends:- marketing research keep business unit in

touch with the current market trends and offer guidance for facing market

situation with confidence.

2) Pinpoints deficiencies in marketing policies:- MR pinpoints the deficiencies

as regards product, pricing, promotion, etc. it give guidance regarding

different of marketing. They include product development, branding, and

packaging.

3) Explains customer resistance: - MR is useful for finding out customer

resistance to company’s products. Remedial measures are also

suggested by the researcher to deal with the situation. This makes the

product and marketing policies agreeable to consumers.

4) Suggests sales promotion techniques:- MR enables a manufacturer to

introduce appropriate sales promotion techniques, select most convenient

channel of distribution, suitable pricing policy for the products and

provision of discounts and concessions to dealers. Marketing research

facilitates sales promotion.

5) Offers guidance to marketing executives:- MR offers information and

guidance to marketing executives while framing marketing policies.

Continuous research enables a company to face adverse marketing

situation boldly. It acts as an insurance against possible changes in

market environment.

6) Facilitates selection and training of sales force: marketing research is

useful for the selection and training of staff in the sales organisation. It

also suggests the incentives which should be offered for motivation of

employees concerned with marketing.

7) Promotes business activities: - marketing research enables a business

unit grow its activities. It creates goodwill in the market and also enables a

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business unit to earn high profits through consumer oriented marketing

policies and programmes.

8) Facilitates appraisal of marketing policies: Research activities enable

business executives to have an appraisal of the present marketing policies

in the light of findings of research work. Suitable adjustments in the

policies are also possible as per the suggestions made by the

researchers.

9) Suggests new marketing opportunities: MR suggests new marketing

opportunities and the manner in which they can be exploited fully. It

identifies emerging market opportunities.

10) Facilitates inventory study: marketing research is useful for the evaluation

of company’s inventory policies and also for the introduction of more

efficient ways of managing inventories including finished goods and raw

material.

11) Provides marketing information: MR provides information on various

aspects of marketing. It suggests relative strengths and weakness of the

company. On the basis of such information, marketing executives find it

easy to frame policies for the future period. MR provides information,

guidance and alternative solutions to current marketing problems.

12) Suggests appropriate distribution channels: MR can be used to study the

effectiveness of existing channels of distribution and the need of making

suitable changes in the distribution system.

13) Provides information on product acceptance: marketing research helps in

knowing the probability of acceptance of the product in its present form. It

is also useful for the introduction of modifications in the existing product

line of a firm.

14) Creates progressive outlook: MR generates progressive and dynamic

outlook throughout the business organisation. It promotes systematic

thinking and a sense of professionalisation within the company. It also

creates enthusiasm among marketing executives. This brings success and

stability to the whole business unit.

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15) Has wider social significance: MR is of paramount importance from the

social angle. It is the means by which the ultimate consumer literally

becomes king of the market place, with his desires, prejudice and every

whim transmitted to the producer and distributor. In brief, MR has wider

scope significance. It is useful to all parties involved in the process of

marketing.

Limitations of Marketing Research

1) Marketing research offers suggestions and not decisions:- Marketing

research is not substitute for decision making process. It only offers

possible suggestion to marketing problem. It actually acts as a tool which

facilitates decision making process. It guides marketing managers in

taking balanced, result oriented and rational decisions. The suggestions

offered by marketing researchers are usually possible solution but not the

exact solution. In fact marketing research by itself is not an exact science.

MR offers predication but they are not necessarily accurate or perfect.

Such predictions should be taken in the right sprit by the management. It

offers information and guidance to marketing manager but not the final

decisions which are to be taken by manager themselves. MR does not

provide readymade solution to marketing problem. It only provides

indicators. The effectiveness of MR depends on the skill of the decision

maker. MR aids managerial decision making but it control replace

judgement and experience of marketing managers.

2) Marketing research cannot predict accurately: - In MR, efforts are being

made to estimate or predict the possible future situation. For this, certain

research studies are undertaken. However, the results conclusions arrived

at may not be complete, perfect or accurate. They predict possible

tendencies but not certainties. The decision taken and policies framed on

the basis of such research studies may not be accurate and useful for

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solving current marketing problems. Marketing research gives guidance to

marketing managers through information and conclusion drawn but such

guidance may not be accurate as it is based on the predictions about

future situation. The guidance offered through activities may prove to be

out dated at the time of taking current marketing decisions.

3) MR conclusions are not dependable:- there are many who are sceptics of

MR. their criticism is that MR conclusions are not dependable. There are

examples where the research failed to deliver desired result or a product

failed even when the research had shown promising market demand and

consumer support. The classical example is that coke. Its MR should that

68% customers in US liked the taste of the new formula developed by the

coca-cola corporation. However, the new coke failed and in less than six

months of its launch, the coke management had to relaunch old coke

under the brand name coke classic. However, this failure of MR was

mainly due to conventional approach.

4) Marketing research cannot study all marketing problem:- marketing

research is rather very wide in scope. However, it cannot study all

marketing problem particularly where it is difficult to collect relevant data.

Similarly, research study is not useful for dealing with urgent marketing

problem where quick decisions and follow up actions are necessary. Thus,

all marketing problem are not researchable and all research problem are

not answerable. MR fails to offer guidance to manager while dealing with

specific problem. It is also argued that very many times, marketing

research faced by a business unit marketing research tends to be

fragmentary in its approach it become difficult to have an overall

perspective in which a marketing problem is to be viewed and studied.

5) Resistance by marketing executives: researchers study the marketing

problems and offers information and guidance to marketing executives in

their decision-making process. However, some executives are reluctant to

use the solutions suggested by the researchers. They feel that such

extensive use will act as a threat to their personal status. Findings of the

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research work may bring them in difficulties if the policy-decisions taken

accordingly prove to be wrong. Marketing executives may also feel that

researchers suggest solutions which are academic in character and lack

practical utility. There is absence of meaningful dialogue between the

marketing managers and the marketing research team. Secondly,

researchers should try to act as friend and guide of marketing executives.

Conflicts between researchers and executives are always undesirable but

do exist in many companies. It is treated as one limitation of MR activity.

6) Lengthy and time-consuming activity: MR is a lengthy and time-consuming

activity. It involves various steps which need to be completed in an orderly

manner. It is not desirable to conduct research work is an haphazard

manner. Naturally, the research work take longer period for completion

and findings when available may prove to be old and outdated. Moreover,

research work cannot be conducted overnight and marketing decision

cannot be postponed till the research work is completed.

7) Marketing research is a costly affair: marketing research is a costly as

research work require the service of expert with knowledge, maturity and

skill. Such experts include economists, management scientists,

statisticians, psychologists and computer experts. Advance training in

economics, computer technology, psychology, sociology, etc. is also

necessary on the part of research staff.

8) Non-availability of qualified staff: For scientific MR, professional marketing

researcher with proper qualification, training and experience are

necessary. Research work is likely to be incomplete in the absence of

such expert staff.

9) Complexity of subject: marketing research fails to give complete and full-

proof solution to management. This is because marketing research itself is

not an exact science. It is concerned with the study of human beings and

human behaviour is always difficult to predict.

10) Changing behaviour of consumers: Consumer is a focal point in the

market research. However, his buying motives are difficult to judge

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precisely and accurately. This brings some sort of uncertainty in the

conclusion drawn from the research activity. The findings of the research

work may not prove to be accurate.

CONSUMER ORIENTATION TO MARKETING RESEARCH:

Consumer orientation to marketing research means making research

activities pro-consumers rather than pro-manufacturer. It also means giving

more importance to consumers and their satisfaction, expectations, needs,

etc. and not merely to sales promotion and profit to the manufacturer. Such

orientation is essential as consumer is the centre of all marketing activities

and his satisfaction is the base or basic consideration in modern business.

The consumer orientation to MR is the result of modern concept of marketing

which is basically different from the traditional concept of marketing. It is

consumer oriented and service oriented. As a result in the marketing research

activities special attention is now given to consumers. All research activities

are for making marketing useful, agreeable and acceptable to consumers.

This is what is described as consumer orientation of MR. Research activities

are now made pro-consumer rather than pro-manufacturer.

The importance of consumer is now accepted not only MR but also in all

aspect of business management. In fact consumer is the most important

person in business. He is the king and should be treated accordingly. All

production and marketing activities are for meeting his needs and also for

raising satisfaction and welfare. He is the cause and purpose of business

activities. Finally, modern business is not profit oriented but consumer-

oriented or service-oriented. All these arguments are equally applicable to

MR. in other words, MR activities move around the consumer and his

satisfaction.

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FIELD INVESTIGATION / SURVEY METHOD

Meaning

Survey means a planned attempt to collect required information from

representative sample of the relevant population. Field investigation means

collecting first hand information by actually visiting markets or meeting

consumers and dealers who are directly related to marketing activities. Data

collected for the first time through field survey is called primary data. Here,

data collected through suitable questionnaire and interview a limited number

of people selected from large group. Customer, creditor and supplier are

major source of primary data.

The primary data collected are superior to secondary data. Primary data are

also necessary when the secondary data are incomplete. Primary data

needed to be collected from different sources such as survey, observation

and experimentation.

The primary data are reliable. However, problem in primary data is its cost,

both in term of money and time required for collection.

Primary data are of two types:-

a) Census:- It refers to the collection of data from the entire population. In India

population census is taken after every 10 years.

b) Sample:- sampling is an internal part of data collection through surveys.

Sampling is used to collect primary data when sources of data are too many

to be exhaustively handled. A sample is only representative portion of the

population.

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Methods of field investigation/market survey

a) Mail surveys .

b) Telephone surveys.

c) Personal interview.

d) Consumer panels.

Field investigation is one of the widely used MR methods. Field investigation is

important as they are more accurate and unreliable. Here, direct communication

is a established with the consumers and information is collected by asking

relevant question. Naturally the information collected is accurate, first hand and

factual. The conclusion drawn from such data are more accurate and reliable.

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About the Report

The following report is an in-depth study on consumers’ buying behaviour in a

mall. Primary data, which is the feedback received directly from the consumers,

is collected, sorted and converted into statistical form. The outcome so obtained

is then analysed and possible conclusions are drawn.

These conclusions help in knowing what the average consumer prefers to buy

today. Conversely it helps in understanding what his dislikes are too. Whether

the product to be launched gains acceptance in the mind of the consumer

depends to quite an extent on the Research Report. It helps us gain an insight

and get into the psyche of the consumer so we can design more and more

products and services which are best suitable to his needs. Not only will this help

in making more profits but also in enhancing consumer loyalty – a boon in

today’s competitive world.

The findings of the report are based on a field survey of 100 people, mostly in

malls. Although it may not give an exact idea of the buying behaviour of every

consumer, it does give a peek into the mind of the general preferences of the

conservationalist, the average and the spend-thrift consumer.

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Methodology

A survey was undertaken in some of the busiest shopping malls in Mumbai –

Crossroads, High Street Phoenix, Globus, InOrbit, Shopper’s Stop and R-Mall.

Consumers were approached directly and presented with a questionnaire which

was designed to gain information regarding their monthly income, general buying

preferences, visiting preferences and expectations regarding anything specific in

the mall.

Once all this data was collected, it was then sorted out and statistically analysed.

A graph of each aspect contained in the questionnaire was made so as to get an

exact percentage of the findings. Conclusions, based on the outcome, hereby

obtained were drawn and decisions were taken about the probable buying

behaviour of the average consumer.

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Poll Results

0

5

10

15

20

25

30

35

40

No.

of P

eop

le

Below 5000 5000-15000 15000-25000 25000 andabove

Income (Rs.)

Monthly Income

From the above graph, we can observe that out of 100 people visiting a mall:

12 people have a monthly income below Rs. 5000

36 between Rs. 5000 – Rs. 15000

30 between Rs. 15000 – Rs. 25000

22 have Rs. 25000 and above

Interpretation:

12 out of 100 people cannot afford to make any significant purchases in a

mall.

36 out of 100 can afford to buy goods affordable to the lower middle-class.

30 out of 100 have the potential of becoming profit-earning consumers for

the mall.

22 out of 100 have the ability to pay for expensive goods.

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0

5

10

15

20

25

30

35

40

45

No. O

f P

eople

10thPassed

HSCPassed

Graduate PostGraduate

Others

Educational Background


13 people are 10th passed

14 people are HSC passed

44 are graduate

28 are post-graduate

1 are Others.

Interpretation:

It is observed that people who are more educated have preferences and tastes

which are quite different from others who are less educated. It is observed that

10th passed and HSC passed people tend to copy the lifestyle led by most of the

well-educated people. This is because of the simple reason that with education

comes class.

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Frequency of Visit

46

26

13

9

6

Weekly

Monthly

Fortnightly

Quarterly

Others


46 visit weekly

26 visit monthly

13 visit fortnightly

9 visit quarterly

6 not specified

Interpretation:

Maximum numbers of people visit a mall on a weekly and monthly basis.

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Purpose of Visit

0 10 20 30 40 50 60 70 80

Shopping

Window Shopping

Get Together

Watching Movies

Others

From the above graph, we can observe that:

69 go for shopping

23 for window shopping

18 for get-togethers

9 for watching movies

1 for other reasons

Interpretation:

Maximum number of people visit a mall for shopping purposes. A staggering

second comes window shopping. This is the target audience, the people who are

useful from the profit-making point of view.

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Products Shopped For

0

10

20

30

40

50

60

Clothes &Accessories

Electronics Groceries Others


57 shop for clothes and accessories

10 shop for electronic goods

13 for groceries

20 for other items.

Interpretation:

Clothes and accessories clearly top the list in consumer buying preference in a

mall. Other items such as toiletries, chocolates, canned foods, wafers etc. are

preferred by a considerable amount of people. Electronic goods and groceries

are not much of a hit in a mall.

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0

5

10

15

20

25

30

35

40

Below 1000 1000-3000 3000-5000 5000 above

Spending Amount


31 spend below Rs. 1000

39 spend between Rs. 1000 – Rs. 3000

14 spend between Rs. 3000 – Rs. 5000

16 spend Rs. 5000 and above.

Interpretation:

Majority of people spend between Rs. 1000 – Rs. 3000 during a visit to the mall

(when they are shopping). Items selling below and till this price limit would be

most profitable.

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0

10

20

30

40

50

60

70

80

Branded Goods Unbranded Goods

Buying Preference


80 shop for Branded Goods

20 for Non-Branded Goods

Interpretation:

The average consumer prefers buying Branded Goods as far as he can. Since

the standard of living has risen, people associate brands with status in society. If

this consumer is provided with recognised brands within his budget, it can be a

very profitable business. This is what Peter England tried to do.

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0

10

20

30

40

50

Reasonable Unreasonable No Comments

Prices Charged


48 people think prices are reasonable

35 think they are unreasonable

17 can’t say.

Interpretation:

As far the prices are concerned, it is observed that a majority of people think that

prices charged in a mall are unreasonable. Though it is purely subjective, at the

end of the day the average consumer must feel that he/she has got more than

his/her value for money. Only then can malls flourish.

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Yes No Can't Say

Value for Money?


60 people feel they get value for money

22 feel they don’t

18 Can’t Say

Interpretation:

Majority of people feel they get value for money in a mall. The satisfaction level

of shoppers, is therefore, highest in a mall.

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Mall Research

0

5

10

15

20

25

30

35

40

45

Yes No Can't Say

Acessibility


44 would visit a mall even if it’s far away from their residence

45 would not

11 Can’t Say.

Interpretation:

It is best for malls to spring up within the city itself and not on the outskirts.

People are too busy to travel back and forth in their hectic work schedule.

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Yes No

Recommendation


80 would recommend it

20 would not

Interpretation:

Publicity by word of mouth is the most effective. Hence the management should

concentrate on maximising customer satisfaction and hence improve on and

further expand their customer base.

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Cash Credit

0

10

20

30

40

50

60

70

Payment Preference


64 prefer to pay in cash

36 in credit

Interpretation:

Consumers still prefer buying goods on cash basis than using credit. This shows

that if the mall intends to make use of credit services they can offer discounts

based on the various credit companies and also the various banks that they can

have a tie up with. This will further increase profits and also the reputation and

goodwill of the mall.

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Yes No Can't Say

0

20

40

60

One-stop shop?


53 say it is a one-stop shop

27 say it’s not

20 Can’t Say

Interpretation:

The average consumer feels he can get almost everything he wants at a mall.

Still the mall can go ahead and take the extra effort in finding out the needs of the

customers and try to satisfy them.

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Timing Convenience

0

10

20

30

40

50

60

70

80

90

Yes No


82 feel timings are convenient.

18 feel they are not.

Interpretation:

Timings of the mall are suitable to the working person. But on the whole, if the

timing is extended a little further it would be better suited to the common man.

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Yes No

0

10

20

30

40

50

60

E-shopping


42 prefer shopping online

58 prefer in-person

Interpretation:

The concept of online shopping is yet to catch-up in India. It’s evolvement would

take probably another decade.

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Demographics

MenWomen

0

20

40

60

80

Demographics


73 are men

27 are women

Interpretation:

Contrary to popular belief, men are doing the shopping in today’s world!

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Mall Research

Conclusion:

Average earning consumers in the age group 25-40 earn

between Rs. 5000 – Rs. 25000, comprising mostly of

graduates visit a mall maximum times on a weekly basis.

The visit is mainly for shopping comprising of clothes and

accessories and other items, spend around Rs. 1000 to Rs.

3000, prefer buying branded goods, would not visit a mall if

it’s far away from place of residence or work and prefer to

pay in cash rather than credit.

We thank Dr. Susy Kuriakose for giving us an opportunity to

learn the basic fundamentals of Market Research and put

them into practice in such a fruitful project. Her guidance

from time to time is appreciated.

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Mall Research

Poll Instruments

Name: -

Age: -

Profession: -

Monthly Income: -

Below 5000 5000 – 15000

15000 – 25000 25000 and above

Educational Background: -

10th passed HSC Passed

Graduate Post Graduate

Q.1] How often do you visit a mall?

Weekly Monthly

Fortnightly Quarterly

Others

Q.2] You would visit a mall for…………

Shopping Window shopping

Get together Watching movies

Others - Please specify_____________________________________

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Mall Research

Q.3] What product do you shop for in a mall?

Clothes & accessories Electronics

Grocery Others

Q.4] How much would you spend on a visit to the mall?

Q.5] Do you prefer buying ………

Branded Goods Unbranded Goods

Q.6] What do you think about the prices charged in a mall?

Reasonable Unreasonable

No comments

Q.7] Do you think you get value for money in a mall?

Yes No

Can’t say

Q.8] Would you travel to a mall even if its far from your place of resident?

Yes No

Can’t say

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Mall Research

Q.9] Would you recommend the mall based upon your own experience?

Yes No

Q.10] Do you prefer to shop on cash basis or credit basis?

Cash Credit

Q 12] Do you agree that the mall is a one-stop shop?

Yes No

Can’t say

Q13] Do you think the timings of the mall are convenient for you?

Yes No

Q14] Do you think that the concept of e-mall (shopping online) is more convenient? (as a working person)

Yes No

Q.15] List malls in the order of preference.. 1

2

3

4

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Marketing Research Project

Documents

Transcript of Marketing Research Project