(B)

Clothes Food Cosmetics Footwea Electronics Music Household Book Oth

items r s er
Student 30 20 3 12 4 11 8 7 4
Service 15 13 1 7 3 9 9 5 9
Business 12 10 4 3 3 3 3 3 2
Other 12 12 9 5 2 6 10 2 6

-1-
 O the r 4 9 2 6
Bo o ks 7 5 32
Househo lds8 9 3 10
M usic 11 9 3 6 Stude nt

Ele ctro nics4 3 32 Se rvice

Fo o tw e ar 12 7 3 5 Busine ss
Co smetics314 9 O the r
Fo o d ite ms 20 13 10 12
Clo the s 30 15 12 12

0 20 40 60 80

Interpretation:
Most of the people prefer to buy clothes and food items from malls.

(C)
Clothes Food Cosmetics Footwea Electronics Music Households Books Oth
items r er
Male 30 21 1 10 10 18 9 12 8
Female 40 34 16 17 2 11 22 6 13

-2-
 45 40
40
34
35 30
30
25 21 22
18
20 16 17
15 12 13 M ale
10 10 11
9 8
10 6 Female
5 1 2
0

Interpretation:

Males mostly prefer to buy clothes, food items and music whereas Females
prefer buying clothes, food items, households, footwear and cosmetics.

(D)
Clothes Food Cosmetics Foot Electronics Music Household Book Othe
items wear r
Married 37 33 13 14 6 15 21 10 17
Unmarried 32 21 3 13 5 13 9 7 4

-3-
 Other 17 4
Books 10 7
Households 21 9
M usic 15 13
Electronics 6 5 M arried
Footwear 14 13 Unmarried
Cosmetics 13 3
Food items 33 21
Clothes 37 32

0 20 40 60 80

Interpretation:

The above graph shows different products purchased by married and

unmarried people.

1. When do you prefer shopping in malls?

OR
What is the approach of customers towards various sales promotion offers?

(A)
Promotional Special Season sale Festive offers Other
offers discounts
15-25 years 5 24 11 5 11

-4-
25-35 years 3 7 6 4 10
35-45 years 6 11 10 9 9
45 & above 3 15 6 10 9

25
20
15
10 15-25 years

5 25-35 years
35-45 years
0
45 & above

Interpretation:

The above graph shows that people of all age are inclined towards promotional
offers.

(B)
Promotional Special Season sale Festive Other
offers discounts offers
Student 7 25 11 5 11
Service 5 9 12 8 13
Business 3 8 6 3 8
Other 3 15 4 12 7

-5-
 60
15
40 8
9 4 7
20 3 6 8 Other
3 12 12
5 25 3 13
7 Business
0 11 8
5 11 Service
Student

Interpretation:

According to above analysis, students are most inclined towards special

discounts. Businessmen also prefer to buy during special discounts whereas
servicemen are attracted towards season sale and other offers.

(C)
Promotional Special Season sale Festive Other
offers discounts offers
Male 10 24 14 11 15
Female 8 33 19 18 24

-6-
 15 24
Other

11 18
Festive offers

14 19 M ale
Season sale
Female
24 33
Special discounts

10 8
Promotional offers

0 20 40 60

Interpretation:

Most of the males as well as females are attracted to special discounts. Next
they are inclined towards other offers and then season sale, festive offers and
promotional offers.

(D)
Promotional Special Season sale Festive Other
offers discounts offers
Married 9 32 21 22 25
Unmarried 9 25 12 7 14

-7-
 Married

25 9
Promotional offers
32
Special discounts

22 Season sale
Festive offers
21
Other

Unmarried

14 9
Promotional offers

7 Special discounts

25 Season sale
12 Festive offers
Other

Interpretation:

Married respondents are more attracted towards special discounts, other

offers, festive offers and season sale whereas unmarried are also inclined
towards special discounts then for other offers, season sale, promotional
offers & festive offers. Least inclination can be seen towards promotional
offers.
-8-
2. Approach of retailers is better in malls or other neighbourhood stores?

Malls Neighbourhood stores

15-25 years 20 19
25-35 years 9 11
35-45 years 8 11
45 & above 7 15

40

30 19

20
20 11
10 11 15
9
0 8
7
15-25 years
25-35 years
35-45 years
45 & above

Malls Neighbourhood stores

Interpretation:

This figure shows that people of 15 to 25 years are more satisfied with the
approach of retailers in malls whereas all the other are more satisfied with the
approach of retailers of neighbourhood stores rather than malls.

-9-
3. Do you feel safe while shopping in malls?

Yes No
15-25 years 38 1
25-35 years 19 1
35-45 years 16 3
45 & above 19 3

45
40
1
35 38
30
25
No
20 1 3
3 Yes
15 19 19
16
10
5
0
15-25 years 25-35 years 35-45 years 45 & above

Interpretation:

This chart shows that most of the people feel safe while shopping in malls.
Only 8% people of age group 35 to 45 years and 45 years & above do not feel
safe in malls.

- 10 -
4. Do you prefer shopping in neighbourhood stores rather than malls?

Yes No
15-25 years 26 12
25-35 years 18 7
35-45 years 14 2
45 & above 17 4

4
45 & above
17

2
35-45 years
14
No
7
25-35 years Yes
18

12
15-25 years
26

0 5 10 15 20 25 30

Interpretation:

Most of the people are attracted towards neighbourhood stores for shopping
but about 12% of the youngsters and 13% of the other age group do not prefer
shopping in neighbourhood stores.

5. Why do you prefer neighbour stores?

(A)

- 11 -
 Reasonable Selection Alternative Credit Bargaining After Others
price & choice shops facilities sale
services
15-25 8 26 7 2 6 5 9
years
25-35 7 14 9 6 3 5 -
years
35-45 10 13 10 4 4 5 2
years
45 & 8 8 5 11 11 5 5
above

30 26
25
20
14
15 13 11 11
10 10 15-25 years
8 9
10 8 9
7 8 7 6 6 5555 25-35 years
5 4 5
5 4 3 2 35-45 years
2
0 0
45 & above

Interpretation:
Most of the people visit neighbourhood stores because it provides selection
and choice. People of 35 to 45 years of age visit stores because of
reasonable price & presence of alternative shops whereas people of 45
years & above prefer stores due to the availability of credit facilities and
bargaining.

(B)
Reasonable Selection Alternative Credit Bargaining After Others
price & choice shops facilities sale

- 12 -
 services
Student 7 28 8 3 5 5 8
Service 10 14 9 3 5 7 3
Business 4 8 6 9 3 4 2
Other 12 11 8 8 10 4 3

28
30
25
20
14
15 12 11
10 10 Student
7 8 89 8 98
7 8
10 6 55 5 44
4 33 3 323 Service
5
Business
0
Other

Interpretation:

On the basis of above graph it can be interpreted that students visit

neighbourhood stores mostly because of selection & choice available.
Servicemen, businessmen & others prefer to go to stores due to various
reasons mentioned above.

(C)
Reasonable Selection Alternative Credit Bargaining After Others
price & choice shops facilities sale
services
Male 13 32 13 11 6 11 5
Female 20 29 18 12 17 11 11

- 13 -
 Male

Reasonable price
5 13
11 Selection& choice
Alternativeshops
6
Credit facilities
11 Bargaining
32
After sale services
13
Others

Female

Reasonable price
11
20
Selection& choice
11
Alternativeshops

17 Credit facilities
29 Bargaining
12 After sale services
18 Others

Interpretation:
Above chart shows that most of the males and females prefer shopping in
neighbourhood stores because of vast selection & choice. Many males &
females also prefer stores because of reasonable prices & presence of
alternative shops. The chart also shows that females prefer stores due to
bargaining. A few visit because of credit facilities, after sale services &
other reasons.

- 14 -
 (D)
Reasonable Selection Alternative Credit Bargaining After Others
price & choice shops facilities sale
services
Married 27 30 21 19 18 14 8
Unmarried 7 31 10 4 5 7 8

31
40
27 30
30 21 19
10 18 14 7 8
20 7 8
4 5
10 Married
0 Married
Unmarried

Interpretation:

From the above chart we can analyze that most of the married prefer
neighbourhood stores because of wide selection and choice available to them.
Reasonable price & presence of alternative shops is also a reason. They also
give importance to credit facilities, bargaining & after sale services.
Unmarried visits stores mainly because of selection & choice. Then they give
importance to other factors.

6. Should more malls be opened in the city?

- 15 -
 Yes No
15-25 years 38 1
25-35 years 16 4
35-45 years 16 3
45 & above 15 7

7
45 & above
15

3
35-45 years
16
No
4
25-35 years Yes
16

1
15-25 years
38

0 10 20 30 40

Interpretation:

Above analysis shows that people between 15 to 25 years of age strongly

prefer opening up of malls in the city. People of other age groups also favour
opening up of malls. Only 7% of people above age of 45 years are against
opening up of malls. The percentage is 3, 4 & 1 in case of other age groups
respectively.

7. Do malls provide all facilities for customer satisfaction?

- 16 -
 Yes No
15-25 years 27 12
25-35 years 12 8
35-45 years 15 4
45 & above 12 10

45
40
35 12
30
25 27
No
20 10
8 4 Yes
15
15
10 12 12
5
0
15-25 years 25-35 years 35-45 years 45 & above

Interpretation:

Most of the people are satisfied with the facilities provided by malls. But 34%
of the total respondents are not satisfied with the facilities provided by malls.

ANALYSIS OF RETAILERS PREFERENCES

1. How many customers visit your store in a month?

- 17 -
 OPTIONS NO. OF RESPONDANTS
> 500 customers 2
500-1000 customers 10
1000-1500 customers 7
1500 & above customers 1

NO. OF RESPONDANTS

1 2
>500 customers
7
500-1000 customers
10
1000-1500 customers
1500 & above customers

Interpretation:

Out of 20 retailers 10 are of the opinion that on an average 500 to 1000

customers visit there store in a month.

2. How many customers buy goods from the store in a month?

OPTIONS NO. OF RESPONDANTS

> 500 customers 11
- 18 -
 500-1000 customers 6
1000-1500 customers 3
1500 & above customers 0

NO. OF RESPONDANTS
12
10
8
6
4
NO. OF RESPONDANTS
2
0
>500 500-1000 1000-1500 1500 &
customerscustomerscustomers above
customers

Interpretation:

Out of all the customers visiting stores only less than 500 customers buy
products from stores in malls.

3. Does a store located in a mall attract more customers than any other location?

OPTIONS NO. OF RESPONDANTS

Yes 19
No 1

- 19 -
 NO. OF RESPONDANTS
1

Yes
No

19

Interpretation:

The above chart shows that a store located in mall attracts more customers
than a store located outside.

4. Is profit margin of stores located in mall more than other stores?

OPTIONS NO. OF RESPONDANTS

Yes 9
No 11

- 20 -
 NO. OF RESPONDANTS
12 11

10 9

6
NO . O F RESPO NDA NTS
4

0
Ye s No

Interpretation:

Out of 20 retailers 55% retailers are of the opinion that profit margin of stores
in mall is less than other stores.

5. Are customers more attracted towards promotional schemes & offers?

OPTIONS NO. OF RESPONDANTS

Yes 20
No 0

- 21 -
 NO. OF RESPONDANTS
0

Yes
No

20

Interpretation:

The above chart shows that all the customers are attracted towards the
promotional schemes and offers provided by the retailers.

6. Is there any security measure to check shoplifting?

OPTIONS NO. OF RESPONDANTS

Yes 17
No 3

- 22 -
 NO. OF RESPONDANTS
3

Yes
No
17

Interpretation:

85% of the retailers are aware of the security measures and follow them in
there stores to prevent shoplifting. Only 15% of retailers do not use any
security measures in their stores.

- 23 -
 L I M I T A T I O N S

• The major problem was of language. As the questionnaire was in English, so

- 24 -
 people were not interested in filling it.

• In some cases meaning of the question had to be explained to the respondents.

• Few people did not have the time to fill up or answer the questionnaire.

• Few retailers were not giving the information like their profit margin.

• People were not willing to give their suggestions on the given topic.

• Few people were not responding as we expect from them and they were reacting

for the survey is conducted for false purpose.

- 25 -
 C O N C L U S I O N

After analysis of the above data we came to the following conclusion:-

• Most of the people visit malls atleast 1 to 5 times in a month.

- 26 -
• Around 50% of them visit malls on weekends.

• Students do not prefer any specific day for visiting malls.

• Most of the people prefer malls for purchasing branded products.

• Many people visit malls for entertainment.

• Old people prefer shopping in malls because it provides them all

under one roof.

• People generally buy clothes and food items from malls.

• The survey also shows that customers are more attracted towards

sales promotion offers and schemes.

• People also prefer shopping in neighbourhood stores because of cast

selection & choice, presence of various alternative shops and

reasonable prices.

• Customers are more satisfied with the approach of retailer of

neighbourhood stores.

• The profit margin of stores in mall is less than the other stores

because of rent, maintenance and other expenses charged on them.

• Customers are generally more attracted towards the shops located in

mall.
- 27 -
• People more safe and comfortable while shopping in malls.

• Most of the retailers apply security measures in their stores to check

inventory shrinkage and shoplifting. This shows that retailers are

now more aware of latest technologies.

• People also want that more and more malls should come up in

Varanasi.

Atlast it can be concluded that malls provide shopping experience to the

customers. People are quit satisfied with the facilities provided by malls

in Varanasi. But still there is a lot to do for complete customer

satisfaction.

- 28 -
 S U G G E S T I O N S

• Trained and specialized personnel should be hired for better interaction

with customers. As the whole retailing depends on human resource

therefore trained personnel are must for the success of retailing.

- 29 -
• Prices charged by the retailers in malls should be reasonable so that all

classes of customers can buy products from malls.

• Medicine shops should be opened in the malls.

• Beauty saloons for ladies should be opened in malls.

• Live game shows on festivals and other occasions should be organized.

• Fresh fruits and vegetables should also be sold.

• Drinking water facilities should also be provided.

• Lack of floor space in stores is a constraint. Therefore more space

should be provided for people to move around.

- 30 -
 B I B L I O G R A P H Y

WEBSITES –

www.google.com
- 31 -
www.yahoo.com

BOOKS –

Research Methodology- C.R.Kothari

Methodology of research in social sciences- Krishnaswami

- 32 -
 A N N E X U R E
SUBJECT: MALLS IN VARANASI: A survey of consumers & retailers perception

QUESTIONNAIRE- I

Sir/Madam,

- 33 -
I “ Anu Gupta” a student of PGDM- Retail Management IInd Semester, “ School Of
Management Sciences” at Varanasi. I am conducting a field survey about “ Consumers
& Retailers perception about Malls in Varanasi” as a part of my curriculum, the data of
which would be kept confidential and I promise that your view would not be shared with
anyone. The study is of academic nature.

Please provide your kind support in filling up the questionnaire.

Please mark (√ ) where applicable:

Personal Information:

NAME : ………………………………………………………………………

ADDRESS : ………………………………………………………………………

………………………………………………………………………

AGE : 15-25 35-45

25.35 45 & above

OCCUPATION: Student Business

Service Other

GENDER : Male Female

STATUS : Married Unmarried

Signature Date

1. How many times do you visit malls in a month?

1-5 10-15
5-10 15 & above

2. Do you prefer any particular day?

Yes No

If Yes, specify the day:

Sun Wed
- 34 -
 Mon Thu
Tue Fri
Sat

3. Do you prefer shopping in malls?

Yes No

4. Do you visit malls because-

a) it is near your home

b) it offers all under one roof

c) it offers branded products

d) no bargaining

e) for entertainment

f) window shopping

5. What type of products do you buy from malls?

Clothes Footwear Households

Food items Electronics Books
Cosmetics Music Other

6. When do you prefer shopping in malls? During-

a) Promotional offers d) Festive offers
b) Special discounts e) Other
c) Season sale

7. Approach of retailers towards the customers is better in-

Malls Neighbourhood stores

8. Do you feel safe while shopping in malls?

Yes No

9. Do you prefer shopping in neighbourhood stores rather than malls?

Yes No

10. Do you visit stores because of-

a) reasonable price

- 35 -
 b) selection & choice

c) presence of alternative shops

d) availability of credit facilities

e) bargaining

f) after sales service

g) others

11. Should more malls be opened in the city?

Yes No

12. Do malls provide all facilities for customer satisfaction?

Yes No

If no, then what additional facilities should be provided?

SUBJECT: MALLS IN VARANASI: A survey of consumers & retailers perception

QUESTIONNAIRE- II

Sir/Madam,

I “ Anu Gupta” a student of PGDM- Retail Management IInd Semester, “ School Of

Management Sciences” at Varanasi. I am conducting a field survey about “ Consumers

- 36 -
& Retailers perception about Malls in Varanasi” as a part of my curriculum, the data of
which would be kept confidential and I promise that your view would not be shared with
anyone. The study is of academic nature.

Please provide your kind support in filling up the questionnaire.

Please mark (√ ) where applicable:

Personal Information:

NAME : ……………………………………………………

ADDRESS : ……………………………………………………

……………………………………………………

NAME OF THE MALL : ……………………………………………………

NAME OF THE STORE : ……………………………………………………

OWNER’S NAME : ……………………………………………………

Signature Date

1. How many customers visit your store in a month?

>500 1000-1500

500-1000 1500 & above

2. How many customers buy goods from the store?

>500 1000-1500

- 37 -
 500-1000 1500 & above

3. Does a store located in a mall attract more customers than any other location?
Yes No

4. Is profit margin of stores in mall more than neighbourhood (unorganized) stores?

Yes No

5. Are customers more attracted towards promotional schemes & offers?

Yes No

6. Is there any security measure to check shoplifting?

Yes No

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