CHAPTER I INTRODUCTION

Over the last few years, retail has become one of the fastest growing sectors in the Indian economy. Though the country has highest retail outlet density in the world, Indian retail sector is highly fragmented and organized retail in the country is at very nascent stage. The organized retail industry in India is expected to grow 25-30 % annually. Retailing is gradually inching its way towards becoming the next boom industry Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use. Therefore, there is clearly a need for research on this issue in India. In this study, we have tried to identify the consumer decision making styles in different shopping malls Retailing consists of those business activities involved in the sale of goods and services to consumers for their personal, family, or household use. Retailing consists of the sale of goods or merchandise from a very fixed location, such as a department store, boutique or kiosk, or by mail, in small or individual lots for direct consumption by the purchaser. Retailing may include subordinated services, such as delivery. In commerce, a "retailer" buys goods or products in large quantities from manufacturers or importers, either directly or through a wholesaler, and then sells smaller quantities to the end-user. Retail establishments are often called shops or stores. Retailers are at the end of the supply chain.The term "retailer" is also applied where a service provider services the needs of a large number of individuals, such as a public utility,
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like electric power.The process of bringing the ultimate user to the main producer, through a series of stages, where retailing is the last one. It is not limited to quantities, but limited to the exact requirement of the ultimate user. Therefore, bringing about operational efficiency at this last stage, and creating an environment so compelling that he looks nowhere else, is "Retail Management". The term retailing applies not only to the selling of tangible products like loaves of bread or pairs of shoes, but also to the selling of service products. Companies who provide meals, haircuts and aromatherapy sessions are all essentially retailers, as they sell to the final consumer, and yet customers do not take goods away from these retailers in a carrier bag. The consumption of the service offering coincides with the retailing activity itself. Although the traditional distribution channels are used in many instances to get products to consumers, there are a large number of marketing approaches that do not fit neatly into this model. Levi Strauss, for example, has a large network of shops through which their own merchandise is sold. Their retailing activities are, in a marketing sense, of equal importance to their manufacturing activities (irrespective of the financial contributions of each activity) Retailing is increasingly a global business. A more structured retail industry with more multiple retailers (those with more than one outlet) is a sign that an economy is developing, as organizations specialize and gain economies of scale. Additionally, when disposable incomes rise, retailers play an active part in distributing increasingly discretionary goods to centres of population. Emerging

markets are a real (although highly complex) opportunity for experienced retailers, especially if they are faced with high levels of retail provision and therefore competition in their traditional markets. Retailing is a vast and fast industry. It provides a diversity of size and character of business rarely encountered in other industry sectors. Retailers not only contribute to the general economy, but they are also part of the fabric of society itself. In this unit, the increasingly dominant role that the retailer plays in the distribution of products to consumers has been explored, along with the resulting evolution in the general structure of the industry. The modern retail industry provides a challenging arena for dedicated and multi-skilled managers, providing both financial and personal rewards that are only limited by an individuals ambition. Retail organizations come in a whole variety of shapes and sizes. Having defined the process of retailing in the preceding unit, the aim of the unit is to present the diversity of the retail industry in term of the variety of outlets used for the retailing activity. Retail outlets can be quite different in term of the ownership of the retail business itself, the characteristics of the premises used (the format) and the orientation of the product range. Some types of retailing have been with us for over a century, while new kinds of retail outlets emerge and develop, offering the consumer a constantly evolving choice of shopping arena which embraces an enormously wide range of businesses.

Profile of the company1)Name: West Gate Mall Address: Plot No 4,5 And 6,Shivaji Place,District Center,Rajouri Garden,Delhi,110027 Phone Number: +91-11-45508090, +91-11-45508092 +91-9818376968
2) Name: City Square Mall

Address: 7-8, District Centre, Rajouri Garden, Delhi- 110027 Phone Number: 011) 42225555, (011) 42225556

Objective of the study:4

Primary objectiveThe main purpose of survey is to throw light towards the promotional activities on the sale of the product in malls. Secondary objectives To find out the effectiveness of promotional strategies of shopping malls. To ascertain the impact of promotional activity on purchase decision. To present a simple model of consumer decision-making, and, based on this, to distinguish four basic types of consumer purchases

To explain why consumer behaviour is a central topic in marketing.

Scope of study:-

MarketingMarketing is the process by which companies create value for customers and build strong customer relationships, in order to capture value from customers in return. Marketing is used to identify the customer, satisfy the customer, and keep the customer. With the customer as the focus of its activities, marketing management is one of the major components of business management. Marketing evolved to meet the stasis in developing new markets caused by mature markets and overcapacities in the last 2-3 centuries. The adoption of marketing strategies requires businesses to shift their focus from production to the perceived needs and wants of their customers as the means of staying profitable. The term marketing concept holds that achieving organizational goals depends on knowing the needs and wants of target markets and delivering the desired satisfactions. It proposes that in order to satisfy its organizational objectives, an organization should anticipate the needs and wants of consumers and satisfy these more effectively than competitors. When marketing their products firms need to create a successful mix of:

the right product sold at the right price in the right place using the most suitable promotion.

To create the right marketing mix, businesses have to meet the following conditions:

The product has to have the right features - for example, it must look good and work well.

The price must be right. Consumer will need to buy in large numbers to produce a healthy profit.

The goods must be in the right place at the right time. Making sure that the goods arrive when and where they are wanted is an important operation.

The target group needs to be made aware of the existence and availability of the product through promotion. Successful promotion helps a firm to spread costs over a larger output.

Methodology:-

The various primary and secondary sources are used in order to determine the consumer attitude. Sample plan Sample Size: 50 Sample design:The random sampling technique was used for the selection of the Respondents. Data sources: Primary data will be collected from respondent of different shopping malls through the questionnaire method. The number of respondent are 50 who will fill the questionnaire. it is information that is obtained directly from first-hand sources by means of surveys. Secondary data includes information regarding present market scenario will be collected by internet, magazines, newspapers and books. Secondary data analysis saves time that would otherwise be spent collecting data and, particularly in the case of quantitative data, provides larger and higher-quality databases than would be unfeasible for any individual researcher to collect on their own. Tools for Data Analysis Data collected from different sources will be tabulated. Percentage method has been used.

I have used tables and pie charts as my statistical tool to analyze the data and the responses of the people to come to a conclusion. a) Pie charts A pie chart (or a circle graph) is a circular chart divided into sectors, illustrating proportion. In a pie chart, the arc length of each sector (and consequently its central angle and area), is proportional to the quantity it represents. When angles are measured with 1 turn as unit then a number of percent is identified with the same number of centiturns. Together, the sectors create a full disk. It is named for its resemblance to a pie which has been sliced. b)Tables -They are valuable because they can be used to present complex results in a readable way, but it is important that they are used carefully.

CHAPTER II CONCEPTUAL FRAMEWORK

A ''shopping mall''' or '''shopping centre''' is a building or set of buildings which contain retail units, with interconnecting walkways enabling visitors to easily walk from unit to unit. The population is moving towards the middle class or upper middle class this is resulting in the higher disposable income. A shopping center enclosed within a large structure; often two or three stories high, often designed around a central atrium; may have numerous stores, as well as entertainment facilities such as movie theaters, fast-food outlets, restaurants, and public areas. A shopping mall, shopping centre, shopping arcade, shopping precinct or simply mall is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area a modern, indoor version of the traditional marketplace. In India there are three categories of malls- value malls(e.g. BigBazar), value cum-lifestyle mall (e.g. pantaloon) and Lifestyle malls(e.g. Tre In the present competitive world if any business organization has to survive it needs to keep an eye on various forces operating in the market. More over competitors constantly try to win over others. In this scenario, every business organization needs to monitor the changes taking place in the market so that they are not caught. Market research is an efficiency tool in the hands of a marketer that helps him to take changes taking place in the market. Shopping malls are operating in an increasingly competitive
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environment characterized by over capacity and declining customers (where the promotional activities of the mall are increasingly being used to differentiate the mall through image communication, increase visits and stimulate merchandise purchases Research on the use of marketing tools and measuring their effectiveness as driving factors of shopping malls. The report has been drawn up with the objective of identifying and analyzing the promotional offers offered by the malls to attract more customers and other key factors and attributes, which influence consumers while deciding to visit a particular mall.

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Promotions and offers Generally, promotion is communicating with the public in an attempt to influence them toward buying your products and/or services.The word promotion is also used specifically to refer to a particular activity that is intended to promote the business, product or service. A store might advertise that it's having a big promotion on certain items, for instance, or a business person may refer to an ad as a promotion. A promotion might be a short-term price reduction, contest or sweepstakes, package giveaway, or free sample offer. A promotion might also be a single mailing within a direct mail campaign or series of advertisements that make up part of an ongoing print advertising campaign. The company can use any number of the promotional mix elements. These may include: Advertising - On TV, Radio, Magazines. Sales promotion - Special deals over a period of time.

Sales promotion is an important component of a small business's overall marketing strategy, along with advertising, public relations, and personal selling. Sales promotion acts as a competitive weapon by providing an extra incentive for the target audience to purchase or support one brand over another. It is particularly effective in spurring product trial and unplanned purchases. Most marketers believe that a given product or service has an established perceived price or value, and they use sales promotion to change this price-value relationship by increasing the value

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and/or lowering the price. Compared to the other components of the marketing mix (advertising, publicity, and personal selling), sales promotion usually operates on a shorter time line, uses a more rational appeal, returns a tangible or real value, fosters an immediate sale, and contributes highly to profitability. shopping mall groups are increasingly using group branding as the basis for promotional activities, emphasizing the security for the customer of knowing that they will receive the same level of mix no matter which branch is shopped at. This is similar to the strategies of many chain stores, particularly fast food chains. However, in both the retailers cases and that of the shopping malls, localized promotional activities are still utilized. This research examines the effectiveness of group promotional activities versus localized activities, with the premise that the level of local market dominance will impact on the effectiveness.

Consumer Promotions Consumer sales promotions are steered toward the ultimate product userstypically individual shoppers in the local marketbut the same techniques can be used to promote products sold by one business to another, such as computer systems, cleaning supplies, and machinery. In contrast, trade sales promotions target resellers wholesalers and retailerswho carry the marketer's product. Following are some of the key techniques used in consumer-oriented sales promotions. Price Deal A consumer price deal saves the buyer money when a product is purchased. The main
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types of price deals include discounts, bonus pack deals, refunds or rebates, and coupons. Price deals are usually intended to encourage trial use of a new product or line extension, to recruit new buyers for a mature product, or to convince existing customers to increase their purchases, accelerate their use, or purchase multiple units. Price deals work most effectively when price is the consumer's foremost criterion or when brand loyalty is low. Buyers may learn about price discounts either at the point of sale or through advertising. At the point of sale, price reductions may be posted on the package, on signs near the product, or in storefront windows. Many types of advertisements can be used to notify consumers of upcoming discounts, including fliers and newspaper and television ads. Price discounts are especially common in the food industry, where local supermarkets run weekly specials. Price discounts may be initiated by the manufacturer, the retailer, or the distributor. For instance, a manufacturer may "preprice" a product and then convince the retailer to participate in this short-term discount through extra incentives. For price reduction strategies to be effective, they must have the support of all distributors in the channel. Existing customers perceive discounts as rewards and often respond by buying in larger quantities. Price discounts alone, however, usually do not induce first time buyers. Another type of price deal is the bonus pack or banded pack. When a bonus pack is offered, an extra amount of the product is free when a standard size of the product is bought at the regular price. This technique is routinely used in the marketing of cleaning products, food, and health and beauty aids to introduce a new or larger size. A bonus pack rewards present users but may have little appeal to users of competitive

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brands. A banded pack offer is when two or more units of a product are sold at a reduction of the regular single-unit price. Sometimes the products are physically banded together, such as in toothbrush and toothpaste offers. A refund or rebate promotion is an offer by a marketer to return a certain amount of money when the product is purchased alone or in combination with other products. Refunds aim to increase the quantity or frequency of purchase, to encourage customers to "load up" on the product. This strategy dampens competition by temporarily taking consumers out of the market, stimulates the purchase of postponable goods such as major appliances, and creates on-shelf excitement by encouraging special displays. Refunds and rebates are generally viewed as a reward for purchase, and they appear to build brand loyalty rather than diminish it. Coupons are legal certificates offered by manufacturers and retailers. They grant specified savings on selected products when presented for redemption at the point of purchase. Manufacturers sustain the cost of advertising and distributing their coupons, redeeming their face values, and paying retailers a handling fee. Retailers who offer double or triple the amount of the coupon shoulder the extra cost. Retailers who offer their own coupons incur the total cost, including paying the face value. In this way, retail coupons are equivalent to a cents-off deal. Manufacturers disseminate coupons in many ways. They may be delivered directly by mail, dropped door to door, or distributed through a central location such as a shopping mall. Coupons may also be distributed through the mediamagazines, newspapers, Sunday supplements, or free-standing inserts (FSI) in newspapers. Coupons can be inserted into, attached to, or printed on a package, or they may be

15

distributed by a retailer who uses them to generate store traffic or to tie in with a manufacturer's promotional tactic. Retailer-sponsored coupons are typically distributed through print advertising or at the point of sale. Sometimes, though, specialty retailers or newly opened retailers will distribute coupons door to door or through direct mail. Contests/Sweepstakes The main difference between contests and sweepstakes is that contests require entrants to perform a task or demonstrate a skill that is judged in order to be deemed a winner, while sweepstakes involve a random drawing or chance contest that may or may not have an entry requirement. At one time, contests were more commonly used as sales promotions, mostly due to legal restrictions on gambling that many marketers feared might apply to sweepstakes. But the use of sweepstakes as a promotional tactic has grown dramatically in recent decades, partly because of legal changes and partly because of their lower cost. Administering a contest once cost about $350 per thousand entries, compared to just $2.75 to $3.75 per thousand entries in a sweepstake. Furthermore, participation in contests is very low compared to sweepstakes, since they require some sort of skill or ability. Special Event According to the consulting firm International Events Group (IEG), businesses spend over $2 billion annually to link their products with everything from jazz festivals to golf tournaments to stock car races. In fact, large companies like RJR Nabisco and Anheuser-Busch have special divisions that handle nothing but special events. Special

16

events marketing offers a number of advantages. First, events tend to attract a homogeneous audience that is very appreciative of the sponsors. Therefore, if a product fits well with the event and its audience, the impact of the sales promotion will be high. Second, event sponsorship often builds support among employeeswho may receive acknowledgment for their participationand within the trade. Finally, compared to producing a series of ads, event management is relatively simple. Many elements of event sponsorship are prepackaged and reusable, such as booths, displays, and ads. Special events marketing is available to small businesses, as well, through sponsorship of events on the community level.

Premiums A premium is tangible compensation that is given as incentive for performing a particular actusually buying a product. The premium may be given for free, or may be offered to consumers for a significantly reduced price. Some examples of premiums include receiving a prize in a cereal box or a free garden tool for visiting the grand opening of a hardware store. Incentives that are given for free at the time of purchase are called direct premiums. These offers provide instant gratification, plus there is no confusion about returning coupons or box tops, or saving bar codes or proofs of purchase.

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Other types of direct premiums include traffic builders, door openers, and referral premiums. The garden tool is an example of a traffic-builder premiuman incentive to lure a prospective buyer to a store. A door-opener premium is directed to customers at home or to business people in their offices. For example, a homeowner may receive a free clock radio for allowing an insurance agent to enter their home and listening to his sales pitch. Similarly, an electronics manufacturer might offer free software to an office manager who agrees to an on-site demonstration. The final category of direct premiums, referral premiums, reward the purchaser for referring the seller to other possible customers. Mail premiums, unlike direct premiums, require the customer to perform some act in order to obtain a premium through return mail. An example might be a limited edition toy car offered by a marketer in exchange for one or more proofs-of-purchase and a payment covering the cost of the item plus handling. The premium is still valuable to the consumer because they cannot readily buy the item for the same amount. Continuity Programs

Continuity programs retain brand users over a long time period by offering ongoing motivation or incentives. Continuity programs demand that consumers keep buying the product in order to get the premium in the future. Trading stamps, popularized in the 1950s and 1960s, are prime examples. Consumers usually received one stamp for every time spent at a participating store. The stamp company provided redemption centers where the stamps were traded for merchandise. A catalog listing the quantity

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of stamps required for each item was available at the participating stores. Today, airlines' frequent-flyer clubs, hotels' frequent-traveler plans, retailers' frequentshopper programs, and bonus-paying credit cards are common continuity programs. When competing brands have reached parity in terms of price and service, continuity programs sometimes prove a deciding factor among those competitors. By rewarding long-standing customers for their loyalty, continuity programs also reduce the threat of new competitors entering a market.

Sampling A sign of a successful marketer is getting the product into the hands of the consumer. Sometimes, particularly when a product is new or is not a market leader, an effective strategy is giving a sample product to the consumer, either free or for a small fee. But in order for sampling to change people's future purchase decisions, the product must have benefits or features that will be obvious during the trial. There are several means of disseminating samples to consumers. The most popular has been through the mail, but increases in postage costs and packaging requirements have made this method less attractive. An alternative is door-to-door distribution, particularly when the items are bulky and when reputable distribution organizations exist. This method permits selective sampling of neighborhoods, dwellings, or even people. Another method is distributing samples in conjunction with advertising. An ad may include a coupon that the consumer can mail in for the product, or it may include an address or phone number for ordering. Direct sampling can be achieved through prime media using

19

scratch-and-sniff cards and slim foil pouches, or through retailers using special displays or a person hired to hand out samples to passing customers. Though this last technique may build goodwill for the retailer, some retailers resent the inconvenience and require high payments for their cooperation. A final form of sample distribution deals with specialty types of sampling. For instance, some companies specialize in packing samples together for delivery to homogeneous consumer groups, such as newlyweds, new parents, students, or tourists. Such packages may be delivered at hospitals, hotels, or dormitories and include a number of different types of products. Sales promotion is one of the four aspects of promotional mix. (The other three parts of the promotional mix are advertising, personal selling, and publicity/public relations.) Media and non-media marketing communication are employed for a predetermined, limited time to increase consumer demand, stimulate market demand or improve product availability. Examples include contests, coupons, freebies, loss leaders, point of purchase displays, premiums, prizes, product samples, and rebates Sales promotions can be directed at either the customer, sales staff, or distribution channel members (such as retailers). Sales promotions targeted at the consumer are called consumer sales promotions. Sales promotions targeted at retailers and wholesale are called trade sales promotions. Some sale promotions, particularly ones with unusual methods, are considered gimmicks by many. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational

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customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Reward Program: Consumers collect points, miles, or credits for purchases and redeem them for rewards. Various type of promotion Cents-off deal: Offers a brand at a lower price. Price reduction may be a percentage marked on the package. Price-pack deal: The packaging offers a consumer a certain percentage more of the product for the same price (for example, 25 percent extra). Coupons: coupons have become a standard mechanism for sales promotions. Loss leader: the price of a popular product is temporarily reduced in order to stimulate other profitable sales. Free-standing insert (FSI): A coupon booklet is inserted into the local newspaper for delivery. On-shelf couponing: Coupons are present at the shelf where the product is available. Checkout dispensers: On checkout the customer is given a coupon based on products purchased. On-line couponing: Coupons are available online. Consumers print them out and take them to the store.

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Mobile couponing: Coupons are available on a mobile phone. Consumers show the offer on a mobile phone to a salesperson for redemption. Online interactive promotion game: Consumers play an interactive game associated with the promoted product. See an example of the Interactive Internet Ad for tomato ketchup. Celebrity visit: A celebrity calls to visits in shopping malls to promote it.

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Consumer Behaviour Consumer behaviour can be defined as the decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services. This definition clearly brings out that it is not just the buying of goods/services that receives attention in consumer behaviour but, the process starts much before the goods have been acquired or bought. A process of buying starts in the minds of the consumer, which leads to the finding of alternatives between products that can be acquired with their relative advantages and disadvantages. This leads to internal and external research. Then follows a process of decision-making for purchase and using the goods, and then the post purchase behaviour which is also very important, because it gives a clue to the marketers whether his product has been a success or not. To understand the likes and dislikes of the consumer, extensive consumer research studies are being conducted. These researches try to find out: What the consumer thinks of the company.s products and those of its

competitors? How can the product be improved in their opinion? How the customers use the product? What is the customer.s attitude towards the product and its advertising? What is the role of the customer in his family?

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The following key questions should be answered for consumer research. A market comes into existence because it fulfils the needs of the consumer. Changing consumer behaviour with sales promotional activity involves a high degree of skill, creativity and marketing expertise. Choosing the right theme, the right rewards, simple redemption mechanics, advertising the offer, and timing the promotion all sound relatively easy steps to take. The reality is somewhat different. The margin between success and failure is tiny and the price in pounds sterling often huge. Experience, understanding the target consumer, clearly defining objectives, and careful planning all help increase chances of success. The area of price promotions is highly influenced by consumer psychology and behavior. Marketers plan promotional strategies based on statistical models that take a range of factors into account. Marketers consider the exact amount of price discounts, because consumers are proven to take advantage of larger discounts more frequently than smaller discounts. Marketers also consider the way in which discounts are to be redeemed, whether as store-wide price markdowns, mail-in rebates, coupons or other mechanisms, since consumers use different promotional methods in different ways and take advantage of certain methods more than others. Lastly, marketers consider the way in which they advertise promotions to consumers, who react differently to messages sent through various media.

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Mail-in rebates serve as an ideal example of consumer behavior's influence on promotions. The more valuable a mail-in rebate is, the more likely consumers are to mail it in. If a company offers a relatively small mail-in rebate, a significant portion of customers will not redeem it, even though the rebate persuaded them to buy. This brings in more total revenue than an in-store sale, during which all customers pay the reduced amount by default.

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CHAPTER III DATA ANALYSIS AND INTERPRETATION

Question1. Do the offers/promotions influence you to visit the retail mall more often? Option % of respondents Yes 81% No 19%

Table no.1 Influence of promotions

81%

19%

Yes No

Figure no. 1- Influence of promotions InterpretationThis questions aimed to identifying the visiting of people in shopping malls is influence by the promotional offers, by analyzing the response of this question it is

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identified that majority of the people i.e 81% consider that promotional offers influence their visiting in the malls and 19% are not influenced by the promotional activities.

Question2. Rank the following offers depending on your preference Rank from 1 to 5. Very High (5) High (4) Neutral (3) Low (2) Very Low (1) a) Food Coupon [ ]
Number of respondents

Very high High Neutral Low Very low

(5) (4) (3) (2) (1)

4 20 6 15 5

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10% 12%

8%
5 4 3 2 1

40% 30%

Option %

8%

40%

30%

12%

10%

b) Gift Voucher

[ ]
Number of respondents

Very high(5) High(4) Neutral(3) Low(2)

5 8 18 16

28

Very low(1)

6%

10%

16% 32%

5 4 3 2 1
36%

Option %

5
10%

4
16%

3
36%

2
32%

1
6%

c) Lucky draw

[ ]

Very High (5) High (4) Neutral (3) Low (2) Very Low (1)
Number of respondents

Very high(5) High(4)

3 7

29

Neutral(3) Low(2) Very low(1)

16 16 8

Option %

5 6%

4 14%

2 32% 32%

1 16%

16%

6%

14%

5 4 3 2 1

32% 32%

Interpretation:These questions aimed to identifying the preferences of the promotional offers in malls, by analyzing the response of this question it is identified that majority of the
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people consider food coupons, gift vouchers, lucky draw are the best promotional offers in the malls.

Question3.Do you think promotion can change buying behavior of customers. Yes [ ] No [ ]

Options

Yes 86%

No 14%

% of respondents

Table no. 3-Change in buying behavior of customers

14%

5 4

86%

Figure no. 3- Change in buying behavior of customers

Interpretation:-

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This question aimed to identifying the promotional offers in malls changes the buying behavior of customer or not, by analyzing the response of this question it is identified that shopping in malls changes the behavior of 86% of the people by providing various promotional offers and 14% are not attracted by the promotional offers.

Question 4- Is shopping in malls change the behavior of consumers towards pricing benefit with Quality and Brand? YES [ ] NO [ ]

Category Yes No

Percentage of respondents 45% 55%

Table no, 8-Benefits of quality and brand

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Percentage of respondents

45% 55%

Yes No

Figure no, 8--Benefits of quality and brand Interpretation: When the above question was asked to respondents than 55% of respondents was not agree that shopping from malls gives pricing benefits with quality and brand, according to them retail shops of malls take more price as comparison to local market but on other side they were agreed that the retail shops of shopping mall provide brands and quality of products .On the other side 45% of respondents was agree that shopping from malls gives pricing benefits with quality and brand.

Question 5- Do you think that discounts in off seasons attracts more customers. Yes [ ] No [ ]

Category Yes No

Percentage of respondents 45% 55%

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Percentage of respondents

45% 55%

Yes No

This question aimed to identifying the preferences of the promotional offers in malls, by analyzing the response of this question it is identified that majority of the people attracted toward the discount in off seasons.

Question 6- Are you satisfied with the services or attitude of sales persons in malls. Yes [ ] No [ ]

Category Yes No

Percentage of respondents 65% 34 35%

Percentage of Respondants

Y es No

This question aimed to identifying the preferences of the promotional offers in malls, by analyzing the response of this question it is identified that 65 % of consumers are satisfied with the services and attitude of sales persons n 35 % are refused to agree this.

Question 7- What are the prime factors which affect the buying decision making style of yours from shopping mall? 1. Variety in product 2. Serviceability

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3. Discount 4. Mode of payment Variety in products 35% Serviceability 20% Discount 15% Mode of payment 30% Table no. 9- Factors affecting decision making style of buyers

30%

Variety in products 35% Servicibility Discount

15%

20%

Mode of payment

Figure no. 9- Factors affecting decision making style of buyers Interpretation: The above question was asked to respondents to score their prime factors which affect the buying decision-making style of them ant the result is 35% respondent was agreed on prime factor of variety of products,20% was choose serviceability of shopping malls,15% of respondents had choose discount option and 30% was agreed on that mode of payment is most affecting factor but overall result of this question is obtained that variety in products plays a vital role in affecting decision making style of Indian shoppers

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Question 8- Do you think that free sampling in malls can change the buying behavior of consumer? Yes [ ] No [ ]

Category Yes No

Percentage of respondents 74% 26%

Percentag e of Res pondants

Yes

N o

Interpretation:-

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These questions aimed to identifying the preferences of the promotional offers in malls, by analyzing the response of this question it is identified that 76% of people are agreed that free sampling in malls can change their buying decision and 24 % of people are not agreed with this.

Question 9- Which kinds of products are more convenient to buy from shopping mall? 1. Foods and vegetables 2. Health &beauty products 3. Clothing & footwear 4. Home apparels & furniture Foods and vegetable Health &beauty products Clothing & footwear Home apparels & furniture 10% 30% 25% 15%

Table no. 10- Preference of buyers

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19%

13%

. Foods and vegetable Healthy &beauty products Clothing & footwear 37% 31% Home apparels & furniture

Figure no.10-Preference of buyers

Interpretation: According to survey the result is obtained of above question is that 10% of respondents were agreed that foods and vegetable is more convenient to buy from shopping malls. Whereas 30% respondents specially female was scoring high in health and beauty products as there are more conscious about healthyskin.25% respondents were agreed that clothing and footwear is convenient to purchase and 15%respondents was agreed on home appliances & furniture category Question10- Are promotions/ offers are one of the major factors which influence you to switch over from one mall to other?

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a) Strongly Agree b) Agree c) Neutral d) Disagree e) Strongly Disagree

[ ] [ ] [ ] [ ] [ ] Number of respondents

Strongly Agree Agree Neutral Disagree

(5) (4) (3) (2)

2 2 21 16 9

Strongly Disagree (1)

Option Sample

5 18%

4 32%

3 42%

2 4%

1 4%

Table no. 5-Power of promotional activities

40

4%

4% 18%

42% 32%

1 2 3 4 5

Figure no. 5- Power of promotional activities Interpretation:- This questions aimed to identifying that offers influence the people to switch the malls or not, by analyzing the response of this question it is identified that most of the people depend on the offers to switch the shopping malls. Question11. Do you think that special offers in festival season attract more customers towards the mall? Yes [ ] No [ ]

Question12. Any suggestion and recommendation

41

42

Question4 :How much do you think that the promotional activities help in making your decision to choose which retail mall to visit? To great Extent __ __ __ __ __ __ __ __ __ __ __Not much 1 1-Most dependent; 2- Dependent; 3- Neutral; 4- Very little dependent; 5- Does not affect 2 3 4 5

Option
%

1 14%

2 30%

3 42%

4 4%

5 10%

Table no.4- Promotional activities influencing decisions

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Option

7% 13% 33% 1 2 3 4 20% 5

27%

Figure no.4- Promotional activities influencing decisions Interpretation:This questions aimed to identifying that how much promotional activities help the people to make decision in selection of shopping malls, by analyzing the response of this question it is identified that the promotions/offers helps the people to choose the shopping mall.

Question 6-How many people are brand conscious?

Category Yes No

Percentage of respondents 67% 33%

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Table no. 6 Brand conscious

Percentage of respondents

33% Yes No 67%

Figure no.6 Brand conscious Interpretation-67% customers said that we are brand conscious and only 33% customers not like a brand means that he is not dependent on branded product. Question 7- Is shopping from malls more convenient as comparison to do shopping from local market? (1)YES (2) NO

Category Yes No

Percentage of respondents 65% 35%

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Table no. 7-Convenience of shopping malls

0%

35% Category Yes No 65%

Figure no, 7- Convenience of shopping malls

Interpretation : The respondents was asked to gave the answer of above question on nominal scale and 65% of respondents answered yes that that shopping from malls is more convenient as comparison to do shopping from local market. Butt 35% of respondents was not agree that shopping from malls is convenient

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Question 11- Does the buying decision making style of Indian shoppers is influence by age? (1)YES (2) NO
Options

Yes 86%

No 14%

% of respondents

Table no. 11-Infleunce of age on decision making style

% of respondents

14%

Yes No

86%

Figure no. 11- Infleunce of age on decision making style Interpretation : Some question based on demographic variable were also asked by respondents for getting effective resultsand the above question is also related to one of those variable that is age and the result is 55% of respondent were agreed that buying decision making style influence

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by age and on other side 45% of respondents were not agreed that age factor is influence to make a buying decision from shopping malls.

CHAPTER IV SUMMARY AND CONCLUSIONS

Results of the study In the survey and study conducted above, we came across that promotional activity conducted by shopping malls influence the customers visiting and their subsequent shopping and buying decision. A structured questionnaire was developed to measure the buying decision making styles of Indian shoppers in shopping malls Here, we present the findings gathered and the suggestions we offer to the retail malls based on the data gathered and analyzed. In the research it is found that highest number of the respondents falls in the age group 18-30. It can be deducted that most of the consumers who visit retail malls regularly are the youth. In the survey it is found that the highest number of respondents were male, the number of female respondent were less compared to the male respondent. Consumers approached were asked which retail mall they shopped at frequently. By analyzing the response to this question it is identified customers preferences among the varied choice of stores, and can calculate how much market share they hold. Consumers approached were asked to indicate from which source they come to know about the retail malls, the type of sources were word of mouth, magazines, print

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media, electronic media and Newspaper. By analyzing to this question, it was concluded that the high number of respondents come to know about the shopping malls by Newspaper or by the word of mouth. Consumers approached were asked that promotions/offers influence their visit in retail mall. By analyzing the responses it is found that most of the people influences to visit by the promotions/offers. Consumers approached were asked to rank their preference on a scale of 1 to 5 of which another factors influences their visit in malls other than promotions/offers. The factors points placed before them were Quality, Ambiance, Price, Fast service. By analyzing this question the responses to this question it is identified the biggest factor that influence the consumers in favoring one mall to another the highest ranking have been attributed to quality of the products. The next criteria that influence the consumers in favoring a particular mall to another are (in descending order) - Price, fast services and Ambience. Quality and the price of products play big role in the decision making process. Consumers approached were asked which promotional offers influence them to visit in mall and the preferences points placed before them were Discounts, Celebrity visit, lucky Draw, Games and Combo offers. By analyzing this question most of the consumers influences by the price discount offer. The next offers that influence the consumers in to visit in the are in descending order Combo offers, celebrity visit, lucky draw and games.

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Consumers approached were asked if promotional offers helps in making decision to choose which retail mall to visit. By analyzing the responses most of the people influences by offers and some were neutral about this question. Consumers approached were asked to rank if advertisement influences them to select the shopping malls. The rating scale comprised of Strongly agree, agree, neutral, disagree, strongly disagree. From the tabulated data and pie chart depicted above and responses of the consumers it is evident that most of the people agree with the question and also instead of that a slightly higher number of respondents do not give much importance to advertisement, its impact on their shopping decision was slightly lesser. Consumers approached were asked if promotional offers influence them to switch over from one mall to another the above pie chart shows that most of the people were neutral about this question and 32% people were agree that they switch from one mall to another mall on the basis of promotions/offers. Their were 45% of respondents who agreed that they do not get pricing benefits if they purchase from shopping malls but at the same time they get good quality and branded products. The main influencing factor and characteristics is obtained which influence andaffect to the respondents more to make buying decision from shopping malls is brand

consciousness. Normally respondents like to purchase cloths, apparels, healthy beauty products from shopping malls

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Across the shopping malls where the research study was conducted, it was found that four major factors drive the Indian shoppers towards shopping mall. It can be understood that Indian shoppers give more importance to, price, offers, Customer care, and shopping mall facilities. and also the shopping mall attributes to capture in the mind of Indian shopper for selecting the shopping mall. Among various promotional tools evaluated , all the promotional tools influence on different segment therefore , In spite of challenges, sales promotion act as versatile weapon for marketing the product and service. Consumer promotion has become a common practice for majority of the product and services. Promotions technique have a long way to go in Indian retail industry market. Hence, marketers and advertisers must realize that the mindset of the Indian consumer haschanged in the last 15 years, and this change is likely to continue. Some demographic variables,consumer characteristics and different factors of CSI scale inventory also demonstrated their impact on consumer decision making. For example, the finding that consumers who are highquality conscious, brand conscious, fashion conscious & shopping conscious which is their owncharacteristics gives clues as to the forces that influence these shoppers.So, I would to conclude this project, this certain demographic variables and characteristics of consumers will allow marketers to make a distinction of their offerings, both at the stores inmalls as well as product level. Knowing how these different variables and characteristics canhelp marketers either influence them or use them to influence others. If some of the decisionmaking groups are more susceptible to interpersonal influence, marketers can focus on thisquality in how they persuade them to buy certain products or brands from shopping malls.

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Limitations of the studyEvery report has its pros and cons so mine also have some limitations. They can be pointed as: Sample size restricted to 50 only which was very less according to total population. The responses given by respondents were not always accurate because the respondents gave the responses according to their understanding. Survey is time consuming process but the time to collect the data for research was very less. Sometimes the respondents are not willing to fill the questionnaire and hence the resultant may not be correct.

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Suggestions: After completion of study we found that promotional activity at shopping malls most affect to customer. As per my point of view, I Suggest that, For attract more customer, shopping malls should offer various promotional activity. They should use strong advertising media so that every shopper know about promotional activity. In various promotional activity, price discount is most prefer by shopper so shopping malls management require to more focus on price discount. Fast service is also affect to shopper so shopping malls management should manage this.

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