Shopping Mall - Project 2

7/31/2019 Shopping Mall - Project 2

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INTRODUCTION

Malls in India are a relatively new format for retailing. While this format may have existed in the

Western economies for several decades, in India this phenomenon could be estimated to be only

about fifteen odd years old.

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

the current format of the malls was the Crossroads mall in Mumbai, which was established by the

Piramals in period around 2000-01. Crossroads then had the highest rent per sq. meter of

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

rough ride. Also, the mall format was new, and was a novelty for most Indian consumers. This led

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

place out of curiosity.

However, the situation had changed drastically now. Malls seem to be springing up across several

cities in India. Notable among these is Gurgaon, a upcoming city near Delhi.

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

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

Rapid Evolution of New-age Young Indian Consumers

Retail Space is no more a constraint for growth

Partnering among Brands, retailers, franchisees, investors and malls

India is on the radar of Global Retailers Suppliers

Looking Ahead

Many strong regional and national players emerging across formats and product categories. Most

of these players are now geared to expand far more rapidly than the initial years of starting up

Most have regained / improved profitability after going through their respective learning curves

A decade ago not a single mall

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A year ago less than half a dozen

Today 70 malls

2 years from now 300 malls

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LITERATURE REVIEW

Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain -

connecting the bulk producers of commodities to the final consumers. Retailing covers diverse

products such as foot apparels, consumer goods, financial services and leisure.

A retailer, typically, is someone who does not effect any significant change in the product execs

breaking the bulk. He/ She are also the final stock point who makes products or services available

to the consumer whenever require. Hence, the value proposition a retailer offers to a consumer is

easy availabilities of the desired product in the desired sizes at the desired times.

In the developed countries, the retail industry has developed into a full-fledged industry where

more than three-fourths of the total retail trade is done by the organized sector. Huge retail chains

like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the individual

small stores. Large retail formats, with high quality ambiance and courteous, and well-trained sales

staff are regular features of these retailers.

Top Ten Retailers Worldwide

Rank Retailer No of stores owned1 Wall-Mart Stores Inc.

(USA)

4178

2 Carrefour Group (France) 8130

3 The Kroger Co. (USA) 3445

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4 The Home Depot, Inc.

(USA)

1134

5 Royal Ahold (Netherlands) 7150

6 Metro AG (Germany) 2169

7 Kmart Corporation (USA) 2105

8 Sears, Roebuck and Co.

(USA)

2231

9 Albertson's, Inc. (USA) 2512

10 Target Corporation (USA) 1307

door-to-door solicitation and temporary displaying of merchandise (stalls). Broadly the organised

retail sector can be divided into two segments, In-Store Retailers, who operate fixed point-of-sale

locations, located and designed to attract a high volume of walk-in customers, and the non-store

retailers, who reach out to the customers at their homes or offices.

Apart from using the internet for communication (commonly called e-tailing), non-store retailers

did business by broadcasting of infomercials, broadcasting and publishing of direct-response

advertising publishing of traditional and electronic catalogues,

Major formats of In-Store Retailing have been listed in Table given below:

Format Description The Value PropositionBranded

Stores

Exclusive showrooms either

owned or franchised out by a

manufacturer.

Complete range available

for a given brand, Certified

product quality.

Speciality Focus on a specific consumer Greater choice to the

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Stores need, carry most of the brands

available.

consumer, comparison

between brands possible

Department

Stores

Large stores having a wide

variety of products, organized

into different departments, such

as clothing, house wares,

furniture, appliances, toys, etc.

One stop shop catering to

varied consumer needs.

Supermarkets Extremely large self-services

retail outlets.

One stop shop catering to

varied consumer needs.

Discount

Stores

Stores offering discounts on the

retail price through selling high

volumes and reaping the

economies of scale.

Low prices.

Hyper-mart

Larger than a Supermarket,

sometimes with a warehouse

appearance, generally located

in quieter parts of the city

Low prices, vast choice

available including services

as cafeterias.

Convenience

Stores

Small self-service formats

located in crowded urban

areas.

Convenient location and

extended operating hours.

Shopping

Malls

An enclosure having different

formats of in-store retailers, all

under one roof.

Variety of shops available

close to each other.

Retailing in India

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The retail market size in India is estimated to be around $180 billion. Retailing provides jobs to

almost 15 percent of employable Indian adults and it is perhaps the largest contributor to India's

GDP.

But the flip side of the coin is that the average size of each of the retail outlets in India is only 50

square feet and though a large employer, the industry is very unorganized, fragmented and with a

rural bias.

Retail Industry in India

Even though India has well over 5 million retail outlets of all sizes and styles (or non-

styles), the country sorely lacks anything that can resemble a retailing industry in the modern

sense of the term. This presents international retailing specialists with a great opportunity.

Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs.

400,000 crore retail markets are UNORGANISED. In fact, only a Rs. 20,000 crore segment of

the market is organised.

As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in

area. This means that India per capita retailing space is about 2 square feet (compared to 16

square feet in the United States). India's per capita retailing space is thus the lowest in the world

(source: KSA Technopak (I) Pvt Ltd, the India operation of the US-based Kurt Salmon

Associates).

Just over 8 per cent of India's population is engaged in retailing (compared to 20 per cent

in the United States). There is no data on this sector's contribution to the GDP.

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From a size of only Rs.20,000 crore, the ORGANISED retail industry grew to Rs.

160,000 crore by 2011. The TOTAL retail market, however, as indicated above have grown 20

per cent annually from Rs. 400,000 crore in 2007 to Rs. 800,000 crore by 2011 (source: survey

by AT Kearney)

Given the size, and the geographical, cultural and socio-economic diversity of India, there

is no role model for Indian suppliers and retailers to adapt or expand in the Indian context.

The first challenge facing the organised retail industry in India is: competition from the

unorganised sector. Traditional retailing has established in India for some centuries. It is a low

cost structure, mostly owner-operated, has negligible real estate and labour costs and little or no

taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage

for the traditional retailing sector.

In contrast, players in the organised sector have big expenses to meet, and yet have to

keep prices low enough to be able to compete with the traditional sector. High costs for the

organised sector arises from: higher labour costs, social security to employees, high quality real

estate, much bigger premises, comfort facilities such as air-conditioning, back-up power supply,

taxes etc. Organised retailing also has to cope with the middle class psychology that the bigger

and brighter a sales outlet is, the more expensive it will be.

The above should not be seen as a gloomy foreboding from global retail operators.

International retail majors such as Benetton, Dairy Farm and Levis have already entered the

market. Lifestyles in India are changing and the concept of "value for money" is picking up.

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India's first true shopping mall complete with food courts, recreation facilities and large

car parking space was inaugurated as lately as in 1999 in Mumbai. (This mall is called

"Crossroads").

Local companies and local-foreign joint ventures are expected to more advantageouslyposition than the purely foreign ones in the fledgling organised India's retailing industry.

These drawbacks present opportunity to international and/or professionally managed

Indian corporations to pioneer a modern retailing industry in India and benefit from it.

The prospects are very encouraging. The first steps towards sophisticated retailing are

being taken, and "Crossroads" is the best example of this awakening. More such malls have been

planned in the other big cities of India.

The Indian retail industry is unorganized

There are nearly twelve million retail outlets in India and the number is growing. Two thirds of

these stores are in rural location. The vast majority of the twelve million stores are small "father

and son" outlets. According to the "Retailing in India" report published by the PwC Global Retail

Intelligence Program, share of the unorganized sector is 98%.

The Indian retail industry is fragmented

Retail stores in India are mostly small individually owned businesses. The average size of an outlet

is 50 s.q. ft. and though India has the highest number of retail outlets per capita in the world, the

retail space per capita at 2 s.q. ft per person is amongst the lowest in the world.

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The Indian retail industry has rural bias

Nearly two thirds of the stores are located in rural areas. The retail industry in rural India has

typically two forms: "Haats" and "melas". Haats are the weekly markets: they serve groups of 10-

50 villages and sell day-to-day necessities. They are frequently used as replenishment point for the

small village retailer. Melas are larger in size and more sophisticated in terms of the goods sold.

Mela merchandise would include more complex manufactured products such as televisions.

Evolution of Indian Retail Industry

For Indian retailing, things started to change slowly in the 1980s, when India first began opening

its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S Kumar's and

Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker of premium

watches, successfully created an organized retailing concept in India by establishing a series of

elegant showrooms.

For long, these remained the only organized retailers, but the latter half of the 1990s saw a fresh

wave of entrants in the retailing business. This time around it was not the manufacturer looking for

an alternative sales channel. These were pure retailers with no serious plans of getting into

manufacturing. These entrants were in various fields, like - FoodWorld, Subhiksha and Nilgiris in

food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books.

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As of the year ending 2011 the size of the Indian organized retail industry was estimated at around

Rs. 13,000 crore. The various segments that make up the organised retail industry along with their

size are in table given below.

Segment Market Size (Rs. Crore)

Textiles and clothings 4050

Jewellery 2,000-2,500

Consumer Durables 1500

Footwear 1,300-7,500

Food and personal care 1000

Non-Store retail 900

Luggage, watches and tyre 500

Books and music 390

Retailing Formats in India

Some of the prevalent relating formats in India include:

Malls

Most malls give floor space out to individual shops on lease, and these are enticed by the

economies resulting from the sharing of costs. India's largest shopping arcade Spencar Plaza

(600,000-sq-ft) in Chennai is an example. In malls like these, the combined brand pull of all outlets

is used to create a pull for the mall.

Branded Stores

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Exclusive showrooms run by premium brands have been the catalysts in pushing up the Indian

retail scenario. This concept is now being used to introduce organized retailing to the second rung

towns. Madura Garments has started setting up exclusive outlets in cities like Trichy and

Thanjavur.

Departmental Stores

Departmental Stores are expected to take over the apparel business from exclusive brand

showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in

Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has

its own in store brand for clothes called Stop!.

Speciality Stores

Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's

Music World and the Times Group's music chain Planet M, are focusing on specific market

segments and have established themselves strongly in their sectors.

Absence of discounting as a dominant format of retailing in India is a glaring peculiarity. The

reasons are two-fold. Unlike most Western countries, Indian retailers have much less bargaining

power. They thrive as small store and don't have the clout to negotiate terms with the

manufacturers. The other reason is that the retailers themselves have no economies of scale to offer

discounts on their own. However, the scenario is now changing. Increased investments and the

entry of big business houses in retailing is leading to the emergence of bigger retailers, who can

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both bargain with the suppliers, as well as, reap economies of scale. Hence, discounting is

becoming an accepted practice.

Trends in Retailing

Retailing in India is at a nascent stage of is evolution, but within a small period of time certain

trends are clearly emerging which are in line with the global experiences. Organised retailing is

witnessing a wave of players entering the industry. These players are experimenting with various

retail formats. Yet, Indian retailing has still not been able to come up with many successful formats

that can be scaled up and applied across India. Some of the notable exceptions have been garment

retailers like Madura Garments & Raymonds who was scaled their exclusive showroom format

across the country.

Experimentation with formats

Retailing in India is still evolving and the sector is witnessing a series of experiments across the

country with new formats being tested out; the old ones tweaked around or just discarded. Some of

these are listed in Table below.

Retailer Current

Format

New Formats. Experimenting With

Shoppers' Department Quasi-mall

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Stop Store

Ebony Department

Store

Quasi-mall, smaller outlets, adding

food retail

Crossword Large

bookstore

Corner shops

Piramyd Department

Store

Quasi-mall, food retail

Pantaloon Own brand

store

Hypermarket

Subhiksha Supermarket Considering moving to self service

Vitan Supermarket Suburban discount store

Foodworld Food

supermarket

Hypermarket, Foodworld express

Globus Department

Store

Small fashion stores

Bombay

Bazaar

Aggregation of Kiranas

Efoodmart Aggregation of Kiranas

Metro Cash and carry

S Kumar's Discount store

Retailers are also trying out smaller versions of their stores in an attempt to reach a maximum

number of consumers. Crossword bookstores is experimenting with Crossword Corner, to increase

reach and business from their stores. FoodWorld is experimenting with a format of one-fourth the

normal size called FoodWorld Express.

Store design

Irrespective of the format, the biggest challenge for organised retailing is to create an environment

that pulls in people and makes them spend more time shopping and also increases the amount of

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impulse shopping. Research across the world shows that the chances of senses dictating sales are

as much as 10-15% for certain categories. This reason is good enough for organised retailers to

bring in professional designers while developing a new property. And, that is why retail chains like

MusicWorld, Baristal, Piramyd and Globus and laying major emphasis & investing heavily in store

design.

MusicWorld spent three months in college campuses and metros studying the market and talking to

youngsters before starting work. The brand identity was created after extensive research: a logo

was designed and the look of the stores across the country was decided upon. Apart from the visual

impact, the functionality of the store design was also taken care of. Listening posts have been

created for people to listen to their favorite album and an area in the center of the stores has been

earmarked for celebrity visits and promotions.

Emergence of discount stores

What does Subhiksha In Chennai, Margin Free in Kerala and recent entrants like Bombay Bazaar

in Mumbai, RPG's - Giant in Hyderabad, Big Bazaar in Kolkata, Hyedrabad and Bangalore have in

common? Their products are below MRP.

Discount stores have finally arrived in India and they are expected to spearhead the revolution in

organisation retailing. Though this segment is growing, it is small compared to international

standards where around 60 per cent of the business comes from this format. Internationally, the

largest retailer in the world Wal-Mart is a discounter. These discount stores have advantages of

price, assortment dominance and quality assurance and have the ability to quickly build scale and

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pass on the benefits. However, the success would be for retailers who are able to build the scale

fast and manage their operations efficiently while offering value to the customer consistently.

Unorganized retailing is getting organized

To meet the challenges of organized retailing that is luring customers away from the unorganized

sector, the unorganized sector is getting organized. 25 stores in Delhi under the banner of

Provision mart are joining hands to combine monthly buying. Bombay Bazaar and Efoodmart have

also been formed which are aggregations of Kiranas.

In a novel move, six Delhi based restaurants have come together and formed a consortium: NFC,

to promote New Friends Colony, a posh locality in the Capital, as a branded place in town. The

aim is to increase footballs in the area, which is fast losing its sheen to its closest and upcoming

destinations such as large cineplexes, and malls, which are backed by the corporate house such as

'Ansals' and 'PVR'.

Not all stories are a success

A lot of activity is happening in retail and though we do have may success stories, not all ventures

have been successful. Shoppers' Stop, for example, implemented JD Edwards ERP, but could not

reap much bssenefit due to less than optimal number of operating locations. A few references of

other such less successful ventures is given below:

Franchising, as a way to grow has not worked out well for Vitan, the second oldest food

supermarket. More than two third of its 19 odds outlets have either folded up or snapped up

ties with the parent.

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The foray of organized retailing in the small towns of India has met with limited success.

The notable example being Shoppers' Stop foray in Jaipur. The retailers are now focusing

their energies on the top six cities.

India's oldest food supermarket chain, the Bangalore based Nigliris has been up for sale for

a few months now but yet to find takers.

In Delhi, the Escorts group-promoted Nanz, a food supermarket has shut down after being

unable to find a white knight.

Source: Pwc Analysis

These failures and limited successes have happened both due to a lack of experience and

understanding of issues.

Vision 2012

The past 2-3 years have seen a number of development in the retailing business in India. The the

market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes in

dealing with the manufacturers. Despite a slowdown in the economy, customer queues at the stores

are not decreasing. Retail sector is bound to grow in the coming years. But how much and in what

direction are the questions that need to be evaluated.entry of corporate houses like RPG, Tatas and

Piramals have increased the capital availability in Various agencies have made different estimates

of the size of organized market in 2012. The one thing in common amongst these estimates is that

the Indian organized retailing industry will be very big in 2012. The status of the industry will

depend a lot on external factors like Government regulations and real estate prices, besides

activities of the retailers and demands of the customers. Based on our analysis of present trends,

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and development of retailing elsewhere, we present our perspectives and snapshots of organized

retailing, as it would exit in 2012.

Demographics

In the next 10 years, India population is expected to grow by about 14 per cent. But this increase

will not be even. Important trends tha will effect retailers are lised below.

The number of children (0-15 years) will remain stable at 30 million: This will mean a lesser

growth for toys, games and some apparel segments.But given the current nascent stage of the

growth, these sectors will still offer high grwoh rates.

The number of people in 40-60 years of age will go up by 30%: Sales of cosmetics, skin care, hair

dyes, and other youth inducing products will rise. More consumer resources would be spent on

retirement planning and saving for retirement. Home improvement and financial services firms

would benefit from this trend.

The number of households will increase by 25%: This would lead to a higher growth in the

household-decor items vis-a-vis personal items as apparel and fashion accessories.

Regional differences will stay

Although a few player will be able to form pan-Indian retail supply chains, the retail market is

unlikely to be a single entity. For example, food retailing in Chennai, Kolkata and Chandigarh is

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vastly different in terms of shopping habits and consumer tastes. Many such differences will

remain.

Though a few national retail chains will develp, they would have to coexist with strong regional

players, whow would excel in thir understanding of the customers and strong barnd names. The

national players would primarily be is sectors like Apparel, Fashion, Food and Cmusic. Importance

of local supplies for grocery sector would ensure the regional chains would reign supreme in these

sectors. The key to success for national players will to maintain the efficiencies that come from

their large-scale operations while retaining the ability and the flexibility to salisfy different needs

of different consumers.

However, organised retailing, in some cases, will change and harmonise consumer habits,

purchasing patterns and consumer behavior. McDonalds and Barista have already been successful

in doing this.

Today, internationally all top-retailers (except Kart and Aldi) operat 3-4different formats, with

companies like Metro AG operating 13 formats. This diversity of formats allows the company to

utilise its brand value across different segments and categories of customers.

Signs of such a development are visible in India as well. A movement towards Class-I cities

necessitates modification of operating format5s to suit different needs. By 2012, top retailers

would be operating at least 3-4 formats.

The biggest challenge that the retailers will have to face would be of maintaining different brand

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images, and though clashing images would be formed, a few retailers would be able to use Brand

Extensions to estblish different images in different cities.

Dual focus on costs and time

With more dual income families consumer ability to spend will increase, but the time available for

shopping will go down. Customers will become more demanding in terms of rapid and friendly

service. Retailers would develop shopping as an entertaining experience, but the more successful

ones will be the ones who provide faster service.

On the other hand, increasing competition would push the prices down. Efficiencies in supply

chain and economies of scale would allow retailers to reduce their prices without compromising

either on the shopping experience or on their own profitability.

24 hours retailing

Time stressed consumers will also ask for round the clock retailing. As these consumers will be

ready to pay a premium for service at odd hours, the timings of shopping will have to adapt to

needs of these consumers. A number of 24 hours retail stores would emerge to cater to this need.

The assumption here is that the current administrative restrictions on running shops at nights will

be lifted. It is expected that in the face of increasing demand from both the consumers and the

industry fora, regulations regarding retailing will be eased.

Small retailer will coexist

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Within a decade, large organised retailers would be controlling a substantial portion of the retail

trade. Yet, it is not to say that small, independent and unorganised retailers will disppear in large

numbers. They will survive on their core strengths of personal relations with customers and

closeness to residences. The experiences of South East Asian countries has been that even after 10

to 15 years of allowing FDI in retailing, unrganised retailers still control a sizeable chunk of the

retailing market. The Indian experience in retailing is expected to be no different.

However, to compete with the big retailers on price, small retailers will form cooperatives for

purchasing, just as the once in France, spain and Italy have already done. This trend has also

started in Delhi, and is only expected to nicrease.

Supply chain dynamics

The balance of power between retailers and manufacturers will shift towards the retailers. The

bigger retailers would be able to seek the lowest prices, require their suppliers to assume greater

business risks, and colloborate with suppliers to achieve overall cost reduction in their operations.

Scale economics would help in operating optimized supply chains and logistics network with

investments in information technology enabling process effeciencies and effectiveness. Increased

volumes would enable investments in specialised equipment for transportation of goods. Retailers

with large chains would negotiate and get central procurement but local dispatches from their

suppliers.

Internet

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Internet retailing will thrive in the coming decade. It may not be apparent now because internet

access is far behind the US and west, and high usage charges represent a serious impediment to

frequent consumer usage. The Government has already shown intent to deregulate the

telecommunications sector. Deregulation would increase Internet usage in the country and also the

trading on the net.

However, it is expected that the bricks and mortar stores converting to clicks and mortar model

would dominate the Internet sector. ?This is because of their already existing brand names and

economies of operations that they would be able to reap.

Organised versus Unorganised Retailing

In a sharp contrast to the retail sector in developed economies, retailing in India - though large in

terms of size - is highly fragmented and unorganised. With close to 12 million retail outlets the

country has one of the highest retail densities worldwide.

Retailers include street vendors, supermarkets, department stores, restaurants, hotels and even two-

wheeler and car showrooms.

Counter stores, kiosks, street markets and vendors, where the ownership and management rest with

one person, are classified as traditional or unorganised retail outlets.

These formats typically require employees with low skills and account for around two-thirds of the

sector's output. These are highly competitive outlets, with minimal rental costs (unregistered kiosks

or traditional property), cheap labour (work is shared by family members) and negligible

overheads and taxes.

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However, unorganised retailers suffer due to poor shopping experience and inability to offer a wide

range of products and value-addition due to lack of sourcing capabilities.

The modern Indian consumer is seeking more value in terms of improved availability and quality,

pleasant shopping environment, financing options, trial rooms for clothing products, return and

exchange policies and competitive prices. This has created a rapidly growing opportunity for

organised, modern retail formats to emerge in recent years and grow at a fast pace.

Inefficiency in the existing supply chains presents further opportunity for organised players to

draw on this large market even as lack of consumer culture and low purchasing power restricted

the development of modern formats. Migration from unorganised to organised retail has been

visible with economic development in most countries.

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OBJECTIVES OF THE PROJECT

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

then define problem carefully and formulate the research Objectives. An oldage says, A problem

well defined is half solved.

To study the Consumer Buying Behavior and Brand Perception of Consumers in Shopping Malls

on M.G.Road, research was conducted on following objectives. : -

1. Find out the different types of buying behavior of consumers in different shopping malls

on M.G.Road.

2. To study which type of consumers visit the different shopping malls.

3. Purpose to come to shopping malls.

4. What the consumer think about the particular shopping mall as a brand in shopping malls.

5. How consumers motivate to visit any shopping mall?

6. In shopping malls on which sector they spend the most.

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7. How Shopping malls are different from each other regarding the types of consumers and

their buying behavior.

8. Analysis of buying behavior pattern and brand perception.

And based on above findings, Recommendations on followings: -

1. How to increase the conversion ratio of footfalls to buying in shopping mall?

2. How to increase the footfalls in shopping malls?

3. For what type of consumers, Shopping Mall should make its plans.

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RESEARCH METHODOLOGY

Research Plan is not specific for all types of research; it is decided depending upon the nature of

the problem. It can be Exploratory, Descriptive or Causal

Exploratory means to gather data to shed light on the real nature of the problem and suggest

possible solutions or new ideas.

Descriptive It seeks to ascertain magnititide.

Causal- It is study of cause and effect relationship.

To study the consumer buying behavior and brand perception of consumers in shopping malls is

descriptive research.

Designing a research plan calls for decisions on the -

1. Data sources,

2. Research approaches,

3. Research Instruments,

4. Sampling plan, and

5. Contact methods.

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DATA SOURCES: -

The research involved gathering Secondary data as well as Primary data. For the purpose survey

was conducted by me to collect the data

CONSUMER SURVEY

PRIMARY DATA

Customer survey was conducted to gather initial data from the market. Here, the main emphasis

was given on the consumers because they are the ones on which I have to do my project.

Consumers decide the brand of any shopping mall and they are different to each other on various

aspects.

Consumer survey was done to know their purchasing behaviour in different shopping malls on

M.G.Road. They are the one who constitute the market and the target of the business. In Shopping

Malls Industry, until and unless we have the knowledge of consumer buying behavior and where

they spend the most and what they think, about the mall cannot increase the footfall and

conversition ratio. Hence a consumer survey was done to know their wants, purchasing power, and

buying habits to know their brand perception and buying behavior in shopping malls.

SECONDARY DATA: -

Secondary data regarding foot falls in shopping mall, buying pattern and other related was

collected from the internet and mall management itself.

RESEARCH APPROACH: -

Primary data can be collected in four ways

1. Observational research

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2. Focus group research

3. Survey research

4. Experimenntal research

Survey research - Survey research is best suited for my purpose i.e. for the Descripted Research.

Survey of consumers this mode helped me to know consumers, their preferences and brand

perception.

RESEARCH INSTRUMENT: -

In marketing research, the main research instrument used in collecting primary data is the

Questionnaire. For this research, two different set of questionnaire were structured one for the

consumer buying behavior and the other for the consumer brand perception. Both the questionnaire

was open ended i.e. allowed them to response in their own words.

Consumer Survey

Open Ended questionnaire was put to them. It had a set of option and the respondent made a choice

among them.

For detail of Questionnaire, See Annexure-

SAMPLE PLAN

The Sample Plan calls for three decision: -

Sampling Unit,

Sample Size,

Sampling Procedure.

CONSUMER SURVEY: -

Sample Unit: Consumers

Sample Size:

1. MGF Metropolitan Mall 30

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2. Sahara Mall 25

3. MGF Plaza 25

Total 80

Sample Procedure: Nonprobability Convenience Sample was adopted i.e. the most

accessible members of the population. Random selection of consumers.

RETAILER SURVEY:-

Sample unit: - retailers

Sample size:-50

Contact Method

The best-suited method for this kind of survey is Personal Interview. Through this method of

conducting research more questions can be asked and it helps in collecting additional information,

which may be useful for the company.

28


29/100

LIMITATIONS OF PROJECT

1. Only a small population of the consumers were studied, which may not be enough to throwcorrect picture.

2. The consumers were very reluctant to answer the question and the response may be biased.

3. The answers given by the consumers were too vague to deduct exact figures.

4. The DLF City Centre was not studied due to the permission problem.

29


30/100

MGF GROUP

The Motor and General Finance Ltd. is one of India's oldest financial companies, and today

among the acknowledged leaders in the industry. We provide here an outline of the group's wide-

ranging development financing and fund management experience, and the scope of our operations

today. The motor and General Finance has now become the MGF Group, with companies involved

in Hire Purchase and leasing, construction and real estate development and automotive dealerships.

Following are the companies within the MGF Fold:

1.MGF Developments Ltd. 8. The Motor and General Finance Ltd.

2.MGF Motors Pvt. Ltd. 9.MGF (INDIA) Ltd.

3.MGF Automobiles Pvt. Ltd. 10. India Lease Developments Ltd.

4. Capital Vehicle Sales Pvt. Ltd. 11.Jaybharat Credit Ltd.

5. Compact Motors Ltd. 12.Goodwill India Ltd.

6. Kerala Cars Pvt. Ltd. 13 MGF Services Ltd.

7.Omega Motors Pvt. Ltd.

30


31/100

Stretching hands across the globe, MGF became the first Indian finance company to set up a joint

venture called the India Lease Development Ltd. (ILD), with the International Finance

Corporation, the World Bank subsidiary, in Washington D.C.

MGF has actively considered an entry into the insurance business and in the current budget the

Government of India has opened the insurance sector to private participation. MGF is seeking tie-

ups to develop joint ventures dedicated to the conduct of automotive, casualty and property

insurance business in India.

Proud Association

Acknowledged as the leaders in private finance, MGF Limited is one of the respected members of

the Asian Leasing Association. It is also among the Founder Member of the Federation of Indian

Hire Purchase and Equipment Leasing Association of India.

Above all, MGF takes special pride in its close association with millions of satisfied customers in

every nook and corner of the country.

31


32/100

ANALYSIS

DATA ANALYSIS PREPARATION

RETAILERS

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

50

0

0

10

20

30

40

50

YES NO

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

32


33/100

50

00

10

20

30

40

50

YES NO

33


34/100

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

45

5

0

5

10

15

20

25

3035

40

45

Healthy Trend Unhealthy Trend

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

58

4550

10

38

4542

5

40

12

0

10

20

30

40

50

Yes No

Food and Be verage s Music and Entertainm ent

Life style products Latest Fas hion and Clothing

Choosing gifts Consumer Durable

34


35/100

What according to you are the reasons for buying at that particular shopping mall (Please rank

them in order of preference?)

1

5

2

3

4

0

1

2

3

4

5

Nearness to house/locality Good range availableFriendly shopkeeper/ good relations Good ambienceGood bargain

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

mall.

5

6

4

3

2

1

0

2

4

6

Price Brand

Location of Mall Parking At Outlet/Mall

Appealing Ambience 3-D Column 6

35


36/100

Do shopping malls have the following advantages?

32

48

32

50

39

50

18

2

18

0

11

00

5

10

15

20

25

30

35

40

45

50

Yes No

Time Factor

Discount s chemes

Adequate parking space

Individual sections for all categories

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

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

50

0

0

10

20

30

40

50

YES NO

36


37/100

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

as new entrants?

50

0

0

10

20

30

40

50

YES NO

Do you think India is prepared for open competition?

50

0

0

10

20

30

40

50

YES NO

37


38/100

CONSUMER BUYING BEHAVIOUR IN

METROPOLITIAN MALL

1. Age group in Metropolitan mall.

Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above

50 90 90 35

age group in metropolitan mall

50

90

90

35

Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 yrs.& above

38


39/100

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

STUDENT BUSINESS PROFESSION SERVICES

HOME

MAKER

35 0 0 15 0

70%0%

0%

30%

0%

STUDENT

BUSINESS

PROFESSSION

SERVICES

HOMEMAKERS

3. Frequency of visit to the mall of age group below 20 yrs.

Everyday Once in a week Twice in a week Any other

5 35 5 5

10%

70%

10%

10%

Everyday

Once in a week

Twice in a week

Any other

39


40/100

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

Fun & Entertainment Family Outing Shopping Eatings

40 0 5 5

80%

0%

10% 10%

Fun &

Entertainment

Family Outing

Shopping

Eatings

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

Below Rs.2Lakhs Rs.2-5Lakhs Rs. 5-10Lakhs Rs. 10Lakhs & Above

5 40 5 0

10%

80%

10% 0%

Below Rs.2Lakhs

Rs.2-5Lakhs

Rs. 5-10Lakhs

Rs. 10Lakhs & Above

40


41/100

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

Up to Rs. 200 Rs.200-500 Rs.500-2500 Rs.2500 & Above

5 30 15 0

10%

60%

30%0% Up to Rs. 200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

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

Apparels

Food &

Beverages

Beauty

Products

Music &

Entertainment

Gifts &

Watches Sportswear

5 5 0 40 0 0

10% 10%

0%

80%

0%

0%

Apparels

Food & Beverages

Beauty Products

Music &

Entertainment

Gifts & Watches

Sportswear

8. Favorite shopping mall on M.G.Road.

41


42/100

Metropolitan Mall Sahara Mall MGF Plaza

45 5 0

90%

10% 0%

Metropolitan Ma

Sahara Mall

MGF Plaza

9. Category of consumers of age group 20 25 yrs.

Student Business Professional Services Homemaker

30 5 35 20 0

33%

6%39%

22%0%

Student

Business

Professional

Services

Homemaker

10. How often they come to shopping mall.

Everyday Once in a week Twice in a week Any other

10 60 15 5

42


43/100

11%

66%

17%6%

Everyday

Once in a week

Twice in a week

Any other

11. Purpose to come to shopping mall.

Shopping

Fun &

Entertainment Eating Family Outing

10 50 30 0

11%

56%

33%0%

Shopping

Fun &

Entertainment

Eating

Family Outing

12. Annual households income.

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

15 65 5 5

43


44/100

17%

71%

6% 6%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs & above

13. Spend per visit in shopping mall.

Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above

5 60 20 5

6%

66%

22%

6%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

14. Categories on which they spend the most.

Apparels Food & Beverages

Music &

Entertainment Sportswear

Gifts &

Watches

5 15 60 5 5

44


45/100

6%16%

66%

6% 6%

Apparels

Food & Beverages

Music &

Entertainment

Sportswear

Gifts & Watches

15.Favourite shopping mall on M.G.Road.

78%

11%11%

Metropolitan Mall

Sahara Mall

MGF Plaza

16.Category Of the consumers of age group between 25 35 yrs.


0 10 35 30 15

45


70 10 10


46/100

0% 11%

39%33%

17%

Student

Business

Professional

Services

Homemaker


Everyday Once in a week Twice in a week Other

0 70 5 15

0%

77%

6%

17%

Everyday

Once in a week

Twice in a week

Other

18. Annual households income.


10 55 15 10

46

10, 11%

55, 61%

15, 17%

10, 11%

Below2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &

above


47/100


Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above0 40 45 5

0%

44%

50%

6%Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

20. Favorite shopping mall on M.G.Road.


47


48/100

75 10 5

83%

11%6%

Metropolitan Mall

Sahara Mall

MGF Plaza

221.

Category of consumers of age group 35 and above.


0 5 5 20 5

0% 14%

14%

58%

14%Student

Business

Professional

Services

Homemaker



0 5 0 30

48


49/100

0% 14%0%

86%

Everyday

Once in a weekTwice in a week

Other

23. Purpose to come to shopping mall.

Shopping Fun & Entertainment Eating Family Outing

20 30 25 15

Purpose to come to shopping Mall

20

3025

15Shopping

Fun &

EntertainmentEating

Family Outing

24. Annual household income.


0 25 10 0

49


50/100

0%

71%

29%

0%

Below 2 lakhs

2- 5 lakhs5 - 10 lakhs




5 15 10 5

14%

43%

29%

14%Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

26. Favourite shopping mall on M.G.Road.


10 15 10

50


51/100

29%

42%

29%

Metropolitan Mall

Sahara Mall

MGF Plaza

51


52/100

Consumer Buying Behavior in Sahara Mall

1. Age group of consumers in Sahara Mall.

Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above

20 35 85 125

age group

8%13%

32%

47%Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 yrs.& above

2. Category of consumers in Sahara Mall.


15 25 50 50 125

Category of consumers

6% 9%

19%

19%

47%

Student

Business

Professional

Services

Homemaker

3. How often Homemaker visit the Sahara mall.


0 35 15 75

52


53/100

0%

28%

12%60%

Everyday

Once in a week

Twice in a week

Other

4. Homemakers annual Households Income.

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above15 75 25 10

12%

60%

20%

8%Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs


5. How much homemakers spend in Sahara Mall.


10 15 75 25

53


54/100

Category of consumers

15

75

25 10 Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

6. On which sector households spend the most.

Apparels Food & Beverages Households Sportswear

25 10 90 0

20%

8%

72%

0% Apparels

Food & BeveragesHouseholds

Sportswear

7. What attracts them to come to shopping mall?

Branded

Shops Discount Schemes

Ambience &

Facilities Entertainment

10 100 15 0

54


55/100

8%

80%

12% 0%

Branded Shops

Discount

Schemes

Ambience &Facilities

Entertainment

8. Favourite shopping mall of homemakers on M.G. road.


15 85 25

12%

68%

20%Metropolitan Mall

Sahara Mall

MGF Plaza

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


0 35 5 10

55


56/100

0%

70%

10%

20% Everyday

Once in a week

Twice in a week

Other

10. How much service consumers spend in Sahara Mall.


0 15 30 5

0%30%

60%

10%Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

56


57/100

11. On which sector service consumers spend the most.

Apparels Food & Beverages Households

5 5 40

10%10%

80%

Apparels

Food & Beverages

Households

12. Favourite shopping mall on M.G.Road of Service Consumers.

Metropolitan

Mall Sahara Mall MGF Plaza

35 10 5

Favourite shopping mall

64%

27%

9%

Metropolitan Mall

Sahara Mall

MGF Plaza

13. On which sector professional consumers spend the most.

57


58/100


10 5 35

20%

10%

70%

Apparels

Food & Beverages

Households

14. How much professionals spend in Sahara Mall.


0 15 30 5

0%30%

60%

10%Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

58


59/100

15. Annual household income of professionals.Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

0 35 15 0

0%

70%

30%

0%Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &

above

16. How often professionals visit Sahara Mall.


0 5 5 40

0% 10%10%

80%

Everyday

Once in a week

Twice in a week

Other

59


60/100

17. Favourite shopping mall on M.G.Road of Professionals.


35 10 5

Favourite shopping mall

35

10

5

Metropolitan Mall

Sahara Mall

MGF Plaza

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


10 5 10

40%

40%

20%

Apparels

Food & Beverages

Households

60


61/100

How often they come (Business Class) come to shopping mall.


0 5 0 20

0% 20%

0%

80%

Everyday

Once in a week

Twice in a week

Other

20. Annual household income of Business Class consumers.


0 10 15 0

0%

40%

60%

0%Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &

above

21. How much business class consumers spend in Sahara Mall.


61


62/100

0 0 20 5

0%

0%

80%

20% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

22. Favourite shopping mall on M.G.Road of Business class Consumers.


15 5 5

60%20%

20%Metropolitan

Mall

Sahara Mall

MGF Plaza

62


63/100

23. How often students visit the Sahara Mall.


0 0 0 15

0%

0%

0%

100%

Everyday

Once in a week

Twice in a week

Other

24. How much student consumers spend in Sahara Mall.


0 5 10 0

0%

33%

67%

0%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

63


64/100

25. Annual household income of student consumers.

Below 2 lakhs 2- 5 lakhs 5 10 lakhs Rs. 10 lakhs & above

0 10 5 0

0%

67%

33%

0%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs


26. On which sector students consumers spend the most.


10 5 0

67%

33%0%

Apparels

Food & Beverages

Households

64


65/100

27. Student favourite shopping mall on M. G. Road.


15 0 0

100%

0%

0% Metropolitan Mall

Sahara Mall

MGF Plaza

65


66/100

CONSUMER BUYING BEHAVIOR IN MGF PLAZA

1. Age group of consumers in MGF Plaza.

Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above5 10 80 120

Age Group

2% 5%

37%56%

Below 20 yrs.

20-25 yrs.

25-35 yrs.

35 & Above

2. Category of consumers in MGF Plaza.


5 50 25 20 115

Category

2%23%

12%9%

54%

Student

Business

ProfessionalServices

Homemaker

66


67/100

3. How much Homemakers spend in the MGF Plaza.

Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above0 5 25 85

0%

4%

22%

74%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

4. On which sector homemaker consumers spend the most.

Home furnishing Electronic Items Food & Beverages

90 25 0

78%

22% 0%Home furnishing

Electronic Items

Food & Beverages

67


68/100

5. Annual household income of homemaker consumers.


0 50 45 20

0%

44%

39%

17%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &above

7

6. How often homemakers visit the shopping mall.


0 15 0 100

68

0%13%

0%

87%

Everyday

Once in a week

Twice in a week

Other


69/100

7. Homemakers favourite shopping mall on M. G. Road.


5 80 20

5%

76%

19%

Metropolitan Mall

Sahara Mall

MGF Plaza

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


0 0 25 25

0%

0%

50%50%

Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

69


70/100

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


35 15 0

35, 70%

15, 30%0, 0%

Home furnishing

Electronic Items

Food & Beverages

10. Annual household income of business class consumers.


0 25 15 10

0%

50%

30%

20%

Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs & abo

11.How often business class consumers visit the mall.

70


71/100


0 5 0 45

0%

10%

0%

90%

Everyday

Once in a week

Twice in a week

Other

12.Business classfavourite shopping mall on M. G. Road.


25 15 10

25, 50%15, 30%

10, 20%

Metropolitan Mall

Sahara Mall

MGF Plaza

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

71


72/100


0 0 20 5

0%

0%

80%

20% Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

14.How often professional consumers visit the mall.


0 5 0 20

0% 20%

0%

80%

Everyday

Once in a week

Twice in a week

Other

15. Annual household income of professional consumers.


72


73/100

0 20 5 0

0%

80%

20%

0%

Below 2 lakhs2- 5 lakhs

5 - 10 lakhs


16. On which sector professional consumers spend the most.


20 5 0

20, 80%

5, 20% 0, 0%

Home furnishing

Electronic Items

Food &

Beverages

17. Professionalsfavourite shopping mall on M. G. Road.


20 2 3

73


74/100

20, 80%

2, 8%

3, 12%

MetropolitanMall

Sahara Mall

MGF Plaza

18. How much service class spends in the MGF Plaza?


0 0 15 5

0%

0%

75%

25%Up to Rs.200

Rs.200-500

Rs.500-2500

Rs.2500 & Above

74


75/100

19. How often service consumers visit the mall.


0 0 0 20

0%0%0%

100%

Everyday

Once in a week

Twice in a week

Other

20. On which sector services consumers spend the most.


10 10 0

10, 50%10, 50%

0, 0%

Home furnishing

Electronic Items

Food &

Beverages

75


76/100

21.Annual household income of service class consumers.


0 10 10 0

0%

50%50%

0% Below 2 lakhs

2- 5 lakhs

5 - 10 lakhs

Rs. 10 lakhs &

above

22. Service class consumersfavourite shopping mall on M. G. Road.


2 10 8

10%

50%


Sahara Mall

MGF Plaza

23. How much money student class spends in the MGF Plaza?


0 5 0 0

76


77/100

0%

100%

0%

0%

Up to Rs.200

Rs.200-500

Rs.500-2500Rs.2500 & Above

24.On which sector student consumers spend the most.

Home furnishing Electronic Items Food & Beverages0 0 5

0%

0%

100%

Home furnishing

Electronic Items

Food & Beverages

25. How often student consumers visit the mall.


0 0 0 5

77


78/100

0%

0%

0%

100%

Everyday

Once in a week

Twice in a week

Other

26. Student consumersfavorite shopping mall on M. G. Road.


5 0 0

100%

0%


Sahara Mall

MGF Plaza

78


79/100

CONSUMER BRAND PERCEPTION IN METROPOLITAN MALL

1. Brand image of metropolitan mall in consumers.

PVR Metropolitan Mall Shoppers Stops Mc Donald

150 70 65 30

47%

22%

21%

10%PVR

Metropolitan

MallShoppers

StopsMc Donald

2. Perception of Metropolitan Mall as a Brand.

Good Eating Place

Good place for family

shopping Good entertainment place

75 25 165

28%

9%63%

Good Eating

Place

Good place for

family shopping

Good

entertainment

place

79


80/100

Which factors attracts to come to shopping mall.

Branded Shops Sales Services & Facilities Fun & Entertainment

50 20 45 150

19%

8%

17%56%

Branded Shops

Sales

Services &

FacilitiesFun &

Entertainment

4. What motivates the consumer to the shopping mall?

Self Motivation Advertisements

Promotional

Activities

Friends &

Relatives

50 30 35 150

19%

11%

13%

57%Self Motivation

Advertisements

Promotional Activities

Friends & Relatives

CONSUMER BRAND PERCEPTION IN SAHARA MALL

80


81/100

1. Brand image of Sahara Mall in consumers?

Big Bazaar Haldirams Pantaloons Sahara Mall

150 5 10 100

56%

2%

4%

38%

Big Bazaar

Haldirams

Pantaloons

Sahara Mall

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

Good eating place Middle Class mall Family shopping mall

15 150 100

6%

56%

38%

Good eating place

Middle Class mall

Family shopping

mall

3. What factors attracts to come to shopping mall.

Branded Sales Services & Facilities Food & Entertainment

81


82/100

Shops

25 165 25 50

9%

63%

9%

19% Branded Shops

Sales

Services &

Facilities

Food &

Entertainment



Promotional

Activities

Friends &

Relatives

0 100 15 150

0%

38%

6%

56%

Self Motivation

Advertisements

Promotional

Activities

Friends &

Relatives

82


83/100

CONSUMER BRAND PERCEPTION IN MGF PLAZA

1. Brand image of MGF Plaza in consumers?

MGF Plaza MGF Arcus

Complete Home furnishing Mall 50 150 15

23%

70%

7% MGF Plaza

MGF Arcus

Complete

Homefurnishing Mall

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

Good eating place Good Place for fun Family shopping mall

15 0 200

7%

0%

93%

Good eating place

Good Place for fun

Family shopping mall

83


84/100

3. What factors attracts to come to shopping mall.Branded

Shops

Home furnishing

Items Services & Facilities

Food &

Entertainment

25 150 25 15

12%

69%

12% 7%

Branded Shops

Home furnishing

Items

Services &

Facilities

Food &

Entertainment



Promotional

Activities

Friends &

Relatives

10 15 15 175

5% 7%7%

81%

Self Motivation

Advertisements

Promotional

Activities

Friends &

Relatives

84


85/100

RESEARCH FINDINGS

Findings in Metropolitan Mall: - Consumers in mall were mostly in the age group of 20 25 yrs

and 25 - 35. They came to the mall mainly for the entertainment in PVR and shopping in the

Shoppers Stops. Consumers in mall were all age group and almost all were brand oriented

regarding the products. The average spending was in the mall between 500 2500 and more then

Rs.2500. The annual holds income of the mall is between Rs.2-10 Lakhs. Consumers in shopping

mall accepted that Metropolitan Mall is the best shopping mall on M.G.Road in Gurgaon

Consumer Buying Behavior in Metropolitan Mall.1. Consumers usually spend their money on Food, entertainment, Apparels, and sports &

footwear.

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

numbers.

3. Consumers in Mall spend money between 500 2500 and more then Rs. 2500.

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

5. Consumers in Mall are either students or in services or professionals in the maximum

numbers.

Brand perception in Metropolitan Mall.

1. Consumers in mall mostly know it as PVR, Shoppers Stop and Metropolitan Mall.

2. Consumers in mall are mostly Brand oriented regarding any thing.

3. Consumers accept that this mall is the best place for fun & entertainment and it is a good

food joint.

4. Consumers mostly motivates to come to the shopping mall by friends and relatives.

85


86/100

Findings in Sahara Mall: -

Consumers in Sahara mall were mostly in the age group among 25- 35 and 35 and above. In

consumers, the numbers of Homemakers and Services and professionals were in the maximum

numbers. Consumer visits the mall generally once in a week and twice in a month. Consumers

come to the mall for the households shopping, eating and purchase for the apparels. Consumers are

influenced by the Discounting schemes.The annual house holds income between 2 10 lakhs.

Consumer Buying Behavior In Sahara Mall: -

1. Consumers in mall come for the house holds shopping.

2. Consumers which come to the mall are mostly homemakers and of service class.

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

Consumer Brand Perception in Sahara Mall

1. As a brand, the Sahara Mall is famous mall for the middle class due to the Big Bazaar.

2. Big Bazaar, Pantaloon, and Haldiram are the most popular among the consumers

3. The most popular brand among them is Big Bazaar.

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

Findings in MGF Plaza: -

In MGF Plaza the consumers were in the age group of 25-35 yrs and 35 above mostly.

Consumers were homemakers, businesspersons and professionals. They come for the mall for

homefunishing items and electronics items. They spend in the shopping mall more then Rs. 2500

and above. Consumers in mall were brand oriented only for purchase of these above mentioned

products.

Consumer Buying Behavior in MGF Plaza: -

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1. Consumers come for the purchase of branded electronic items and home furnishing

items.

2. Consumers in the mall were the only serious buyers and they dont come for the

entertainment.

3. Consumers spend the money more than Rs. 2500

Consumer Brand Perception: -

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

2. Consumers also come there due to the Branded shops like Electrolux, Philps and LG

electronics.

3. As a brand in shopping malls, consumers said that Plaza is best for all necessary home

items like electronics and furniture.

Research findings of 80 consumers analysis

1. Metropolitan Mall is very famous in the age group of consumers of 20 35 yrs.

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

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

4. Sahara mall is very famous among the homemakers and service class consumers due to

Big Bazaar.

5. Shoppers stop in Metropolitan Mall is more famous than the Pantaloon in Sahara mall

among the youths.

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

7. In MGF Plaza, only very few youths come as compared to Metropolitan Mall and Sahara

mall.

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CONCLUSION

Development of India as a sourcing hub shall further make India as an attractive retail opportunity

for the global retailers. Retailers like Wal-Mart, GAP, Tesco, JC Penney, H&M, Karstadt-Quelle

etc stepping up their sourcing requirements from India and moving from third-party buying

offices to establishing their own wholly owned / wholly managed sourcing & buying offices shall

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further make India as an attractive retail opportunity for the global players. Buying volumes for

many of these players are already in the range of INR 10-20 billion per year, with reported plans to

step up to INR 100-150 billion within the next 3-4 years.

The final, obvious, conclusion is that mall developers have to invest in getting a better

understanding about the retail business, while retailers have to get a better understanding about the

dynamics of operating at a new location.

1. Survey among the 30 consumers regarding the consumer buying behavior and consumer

brand perception in Metropolitan Mall reveals that consumers came for fun &

entertainment, shopping for the branded apparels, sportswear and mostly for the food. Most

of the consumers are in the age group of 20 35 yrs. The annual income of the consumers

is between Rs. 2- 10 lakhs. PVR and Shoppers stop were very famous among consumers.

2. Survey among the 25 consumers regarding the consumer buying behavior and consumer

brand perception in Sahara mall depicts that consumers come for the purchasing of

households and shopping in the pantaloons. Consumers are mainly in the age group of 25

35 yrs and more then 35 yrs. Big Bazaar is the main attraction among the consumers.

3. Survey among the 25 consumers regarding the consumer buying behavior and brand

perception in MGF Plaza reveals that consumers are mostly in the age group between 30

35 yrs and above. They come here for the home furnishing and other necessary electronics

items for home. Arcus is the main attraction among consumers.

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2. For the Sahara Mall: - It is not like a shopping mall. It is just like a Big Bazaar store

especially for the middle class and place mostly for the consumers in the age group of 35

and above. So promote other stores also in shopping mall. Make it a complete shopping

mall. Open some places like PVR, Waves, Adlabs etc. in the mall for movies and

entertainment by which it can also attract the young generation. Make some proper sitting

arrangements for the customers especially for the old age customers.

3. For the MGF Plaza: - This is a complete place for the home furnishing items and

necessary electronic items. So open some more branded stores for these items.It can be

used as a place for the property fairs and homefurnishing items fair.

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BIBLIOGRAPHY

Supermarket Key Attributes and Location Decisions by Daniel Serra

BOOKS

Fundamental of Marketing; William J. Stanton

Marketing Management; Kotler (Philip)

Creating Customer value; Gopal K. Gureja

Marketing Management; Saxena

Marketing Planning for Services; Malcolm McDonald, Adrain

Payne

WEBSITES

www.businessworld.com

www.saharaindia.com

www.mgfindia.com

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ANNEXURES

1. QUESTIONNAIRE FOR CONSUMER BUYING

BEHAVIOUR IN SHOPPING MALLS.

2. QUESTIONNAIRE FOR RETAILERS.

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QUESTIONNAIRE FOR CUSTOMERS

Dear Sir/Madam I am conducting a Survey on Consumer Behavior and Experience about

Shopping Malls: A comparative study. May I have five minutes of yours to help me fill up the

Questionnaire?

Please specify your profile:

Name:____________________________________________________

Profession: _______________________________________________

Question 1: What is the Annual household income of your family?

(a) Below 2 lakhs

(b) Rs 2-5 Lakhs

(c) Rs. 5-10 Lakhs

(d) Rs. 10 lakhs and above

Question 2: How much you spend on a average on youre per visit to Shopping Mall?

(a) Up to Rs. 200

(b) Rs. 200-500

(c) Rs.500-2500

(d) Rs. 2500 and above

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

(a) Daily

(b) Once in a week

(c) Twice in a week

(d) Any other

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Question 4: Please rate the purpose of your visit to the Shopping Malls?(1 Being most the

most important and 6 being least important)

Purpose 1 2 3 4 5 6

Food and Beverages

Music and Entertainment

Life style products

Latest Fashion and Clothing

Choosing gifts

Consumer Durable

Question 5: Please rate the following Shopping Malls, which you prefer the most?

(a) Metropolitan Mall

(b) Sahara Mall

(c) MGF Plaza Mall

Question 6: Please specify the reasons for the preference on the scale of 1 to 7 (1 being the

most important and 7 being the least important)

Factors Sahara

Mall

Metropolitan

Mall

MGF Plaza

Good Eating PlaceGood Place for Family Shopping

Branded Shops

Sales and Promotional Activities

Services and Facilities

Fun and Entertainment

Self Motivation

Better Bargaining

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Friends and Relatives

Exposure to New Trends and

Fashion

Emotional Satisfaction

Advertisements

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QUESTIONNAIRE FOR RETAILERS

This questionnaire bears reference to our academic purposes only and no feedback given in this

Questionnaire will ever be disclosed.

Name: Mr. Ms. ___________________________________ (optional)

Retailer Name:_________________________________________________

Address: _____________________________________________________

City: _________________________________________________________

Pin: _________________________________________________________

Phone: (O)__________________________ (M)_______________________

Q.1 Do you agree that there is trend towards organised retail in India?

Yes No

Q.2 Do you think large organized retailers would be controlling a substantial portion of the

retail trade?

Yes No

Q.3 How o you perceive the development of Shopping malls in Delhi and NCR Region?

Healthy Trend Unhealthy Trend

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Q.4 What according to you is the purpose of the customers visit to the Shopping Malls?

Purpose Yes No

Food and Beverages Music and Entertainment Life style products Latest Fashion and Clothing Choosing gifts Consumer Durable

Q.5 What according to you are the reasons for buying at that particular shopping mall

(Please rank them in order of preference?)

Nearness to your house/locality

Good range available

Friendly shopkeeper/ good relations

Good ambience

Good bargain

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

shopping mall.

Price

Brand

Location of Mall

Outlet/Mall

Appealing fragrance

Advice from acquaintances

Q.7 Do shopping malls have the following advantages?

Yes No

Time Factor

Discount schemes

Adequate parking space Individual sections of all categories

Good shopping experience in better place with convenience and

variety.

Organized shops with international ambience &air condition all-

around.

Q.8 Do you think India has a potential in the Retail industry?

Yes No

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Shopping Mall - Project 2

Documents

Transcript of Shopping Mall - Project 2