Live Project Title

Consumer Buying Behavior toward Shopping malls

Submitted To Prof Sunitha Ratnakaram

Submitted By Raghvendra kumar patel Regs no 5117 Srisir Pratap Singh Regs no - 5141 Marketing- 2 Date- 20-11-2010

Introduction

Shopping malls contribute to business more significantly than traditional markets which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls. Shopping malls are an emerging trend in the global arena. The first thing that comes in our mind about the shopping malls is that it is a big enclosed building housing a variety of shops or products. According to historical evidences shopping malls came into existence in the middle ages, though it was not called so. The concept of departmental stores came up in the 19th century with the Industrial Revolution. Consumers wanted a better shopping experience and this demand gave rise to the emergence of shopping malls in India.

Objective of study
To understand the how changes are coming in the mind of customer regarding shopping malls. To understand that now customers are relay feeling much comfortable buying at the shopping malls other than the retail stores. To find out what all difficulties consumer are facing at the time of buying and after buying in shopping malls. To identify good & bad experiences regarding shopping malls.

Need of the Study

Understanding buying behavior pattern in shopping malls is not enough without understanding the composition and origin of the customer. Today most of the Indian customers are attracted by the imported goods because of their high quality. So that most of the Indian shopping malls looses their credibility and loyalty in domestic customers. So the needs of the study are How can we stand out in a highly competitive market where consumers have so many choices? How we can provide best loyalty to our customer while earning a fair profit? How can we grow our business while retaining a core of the loyal customer?

Scope of study
This study will provide us data and information about Shopping malls and its competitive position in the market and this will also help us to analyze the market potential of shopping malls as per consumer needs. This study provides a full idea about shopping malls pattern and how customers are getting product from there. How Mall owners could draw more people to their malls if they act upon customer feedback and the researchers suggestions, which might not cost much.

Limitations of study
In today market there are lot of general store existing in the market and they are also giving a big challenge to shopping malls thats why we face many problem at the time of data collection like Consumers are not interested to give their opinion about shopping malls. There are many people dont know different between shopping mall and general store.

In this study we felt that some consumers are not able to recollect their past experience regarding shopping mall.

With respect to actual population the sample size is too small. This might be effect the final result

Review of Literature
Consumer shopping behavior in malls with large scale entertainment centers.
By- Talpade, Salil,haynes, Joel Summary:- The idea of adding a major entertainment center to a shopping mall has been gaining

popularity over the past few years. Several of these so called 'mega-malls' have been constructed in various regions of the country, with substantial square footage allocated to large-scale entertainment centers. In terms of shopping center patronage, Ballenger et al. (1977) found that some consumers placed the greatest value on convenience and economic attributes including convenience to home, accessibility, and the presence of services such as banks and restaurants. Others, however emphasized recreational attributes including atmosphere, fissionability, variety of stores and merchandise. However, as mentioned earlier, there has been very little academic research on mega-malls and the effects of entertainment centers in such malls on consumer behavior. Most of the research conducted on this relatively recent phenomenon has been done by either mall developers in specific malls (e.g., Stiller & Smith, 1992) or by private research agencies which provide a fee-based information service (e.g., U.L.I. Publications). These studies

have primarily focused upon defining the trading area of the mall, the consumer characteristics, and the extent of patronage at various stores and entertainment centers. Growing Shopping Malls and Behavior of Urban Shoppers By- Rajagopal
Summary:- Shopping malls contribute to business more significantly than traditional markets

which were viewed as simple convergence of supply and demand. Shopping malls attract buyers and sellers, and induce customers providing enough time to make choices as well as a recreational means of shopping. However, competition between malls, congestion of markets and traditional shopping centers has led mall developers and management to consider alternative methods to build excitement with customers. This study examines the impact of growing congestion of shopping mall in urban areas on shopping conveniences and shopping behavior. Based on the survey of urban shoppers, the study analyzes the cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. The results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions and comparative economic gains in the mall attract higher customer traffic to the malls. Shopping Malls: A New Shopping Experience
Summary:- The case let deals with the development of organized retailing in India in the form of

shopping malls. It looks into the reasons for the growth of shopping malls in India. With the changing shopping needs and aspirations, consumers are finding it easier to shop at malls where a wide choice of merchandise is available under one roof. The case let also delves into the growth of specialty malls and the challenges faced by shopping malls in India.
Shopping

Malls Facing Consumer Decision Making Style

Summary:- Retailers and marketers often seek to learn how and why people shop. The consumer

decision- making process is a complex phenomenon. The purchase of goods or services includes a number of factors that could affect each decision. Decision making is more complex and even more important for consumers today than in the past. Consumers are besieged by advertising, news articles, and direct mailings that provide an abundance of information, much of it with mixed messages. In addition, increases in the number and variety of goods, stores, and shopping malls, and the availability of multi component products and electronic purchasing capabilities have broadened the sphere for consumer choice and have complicated decision making. In the extant consumer behavior literature, most studies assume that all consumers approach shopping with certain decision-making traits that combine to form a consumer's decision-making styles. Academicians and researchers have long been interested in identifying these underlying decision styles of shoppers. For example, consumers are identified as economic shoppers, personalizing shoppers, ethical shoppers, apathetic shoppers, store- loyal shoppers, recreational shoppers, convenience shoppers, price-oriented shoppers, brand- loyal shoppers, name-conscious shoppers, problem-solving shoppers, quality shoppers, fashion shoppers, brand conscious shoppers and impulse shoppers. Malls See Change in Consumer Behavior
Summary:- In the last ten years, many malls have donned the trappings of community centers.

Mall owners have gone to great lengths to lure consumers in and keep them in, installing free or low-cost amenities like jogging routes, restaurants, movie theaters and merry-go-rounds. In the recession, however, these attractions are now becoming more popular than the retail stores. Sales in many mall stores in New York, New Jersey and Connecticut have declined. That said, food courts, play areas and other thoroughfares are still welcoming visitors. Parents need to

entertain their children, teenagers need a hang out, and adults meet in shopping malls to socialize indoors. Mall owners in New York, New Jersey and Connecticut, like their counterparts across the country, have installed wave-riding machines and offer laser tag, paintball and ice skating. They have also organized concerts and karaoke contests, temporarytattoo parties and social clubs for children, and they have begun turning vast and empty stores into community theaters and health clinics.

Adding Bricks to Clicks:The Effects of Store Openings on Sales through Direct Channels
By- Jill Avery, Mary Caravella, John Deighton and Thomas Steenburgh Summary:- Consider a retailer who operates both brick-and-mortar stores and direct channels

such as direct mail catalogs and an Internet Web site. What effect does the opening of a new retail store have on direct channel sales in the retail trading area surrounding the store? Does the existence of more opportunities for consumer contact with the brand increase the retailer's direct sales, or does intra-brand, inter-channel competition erode the retailer's direct sales? Does consumer response to the retailer's brand evolve over time, perhaps as consumers go through some process of trial-and-error learning about the relative merits of stores and direct channels, or is the impact of the new store relatively discrete? Does the answer depend on whether consumers in the retail trading area have had the opportunity for previous experience with the brand's stores?

Shopping day and night: Area malls extend hours to satisfy the schedules of early birds and night owls By- Andrea K. Walker
Summary:- Some shopping malls are taking a cue from their big-box retail competitors by

opening their doors earlier and leaving them unlocked a little bit later. Many retail consultants believe General Growth Properties' decision last month to expand its hours at most of its more than 200 malls across the country -- including several in the Baltimore area -- could mark the beginning of a trend for the nation's shopping centers. The Chicago-based company is adding a few hours on weekend mornings and evenings in hopes of drawing more shoppers who say they want the added convenience. It's a departure, however, from the normally staid world of shopping malls, where hours typically change only during the busy holiday shopping season. But some retail consultants said fewer hours aren't the reason shopping malls keep losing market share to the rest of the retail world Consumer behaviour and retailing decisions By- S. Ramesh Kumar
Summary:- Decision making with regard to retail outlet selection is very similar to consumer

decision-making on brands where the consumer goes through a process starting from identifying needs to post-purchase issues. There are a few interesting and important dimensions associated with consumer behaviour and retail outlet selection. Marketers need in-depth knowledge about the various dimensions which link retailing and consumer behaviour. There is research required to handle retail decisions in a competitive context. McDonald's found that a major chunk of its

consumers decide to eat a few minutes before they make the purchase decisions and hence it is building small outlets in large supermarkets such as Wal-Mart and Home Depot. There are three fundamental patterns which a consumer can follow and they could be: (I) Brand first, retail outlet second (ii) Retail outlet first, brand second (iii) Brand and retail outlet simultaneously.

Research Methodology

For finding out various details of our project we have to find the various factors which is making the shopping malls so attractive to the customer. is it the huge variety attainability, effortless business, service variety ambience, active marketing and cleanliness . We have to also find out the what is the impact of these malls on the small retail shops. We have to visit various shopping malls and by observation method we have to find out the various factors which is making these malls so attractive to the customer, we also need to interview the customer and ask them about their choice and preferences like what are the thing they like about the shopping malls that includes (variety, price shopping environment, service, cleanliness, attainability) etc. And for finding out the impact of these malls on the small retailers we need to interview some small retailer and know their opinion and position. Research problem-Consumer Buying Behavior toward Shopping malls

Data source- Primary data Research Approach- Survey Approach Research Methodology- Exploratory method Research Instruments- Questionnaire

Sampling plan
Sample collection- Malls, super market Sample method- Random Sample method Sample Size- 50 Primary Data- Questionnaire

Primary data
Primary data is the specific information collected by the person who is doing the research. It can be obtained through clinical trials, case studies, true experiments and randomized controlled studies. This information can be analyzed by other experts who may decide to test the validity of the data by repeating the same experiments. Primary data can also be retrospective, interventional and observational in nature. Retrospective primary data gathers information about past conditions or behaviors. Interventional primary data may be gathered to see the effect of a new product or services. Observational studies gather primary data by means of case studies such as the work done by naturalists like Jane Good all on chimpanzees in the wild.

Survey Approach
We collected primary data through sample survey from the selected elements in malls and super markets. So for this purpose we have used the most popular tool of primary data collection through direct communication with respondents. The tools we used are questionnaires. After fulfilling the questionnaires we asked some verbal question also. According to their response we are able to recollect some more information regarding this study and survey. Convenience sampling is used for this study Convenience sampling is used in exploratory research where the researcher is interested in getting an inexpensive approximation of the truth. As the name implies, the sample is selected because they are convenient. This non probability method is often used during preliminary research efforts to get a gross estimate of the results, without incurring the cost or time required to select a random sample.

Exploratory method
Exploratory research is a type of research conducted for a problem that has not been clearly defined. Exploratory research helps determine the best research design, data collection method and selection of subjects. It should draw definitive conclusions only with extreme caution. Given its fundamental nature, exploratory research often concludes that a perceived problem does not actually exist.

Questionnaire

Under the Questionnaire we have 16 Question and each Question related to different-different factor (purchasing or buying at the shopping malls, pattern of the selling, rang and product price, offer, parking facilities, employee behavior) of shopping malls.

Sample collection
For collecting the sample we had visited many shopping malls and super market. What we had done their we simply approach the people who came out from shopping mall.

Sample MethodRandom Sample methodA random sample is one chosen by a method involving an unpredictable component. Random sampling can also refer to taking a number of independent observations from the same probability distribution, without involving any real population. The sample usually is not a representative of the population from which it was drawn this random variation in the results is known as sampling error.

A simple random sample is selected so that all samples of the same size have an equal chance of being selected from the population.

A self-weighting sample, also known as an EPSEM (Equal Probability of Selection Method) sample, is one in which every individual, or object, in the population of interest has an equal opportunity of being selected for the sample. Simple random samples are self-weighting.

Stratified sampling involves selecting independent samples from a number of subpopulations, group or strata within the population. Great gains in efficiency are sometimes possible from judicious stratification.

Cluster sampling involves selecting the sample units in groups. For example, a sample of telephone calls may be collected by first taking a collection of telephone lines and collecting all the calls on the sampled lines. The analysis of cluster samples must take into account the intra-cluster correlation which reflects the fact that units in the same cluster are likely to be more similar than two units picked at random.

(Here I have chosen simple random sample method for collecting the data)

Sample Size
We have collected 50 samples from the population of different- different area of Hyderabad and from our friend.

Data Analysis and Interpretation Q-1 Do you like purchasing or buying at the shopping malls Yes 42 No 8

Respondents

Interpretation - The above chart shows that the 84% of people like to purchase in shopping malls.

Q-2 How many time you visiting at shopping malls in a month? 2 time Respondents 16 4 time 10 6 time 11 10 time 13

Interpretation - The above chart shows that the 32% peoples visit only 2 times in a months, 26% peoples visit 4 times in a month, 22% people visit 6 times in month, and 20% people visit 10 times in months. Q-3 Do you like the pattern of the selling product at shopping malls?

Respondents

Yes 39

No 11

Interpretation - The above chart shows that the 78% people like the selling pattern if shopping malls and 22% people, they dont like the selling pattern of shopping malls.

Q-4 Do you feel any type of differences between shopping malls & general store?

Yes Respondents 42

No 8

Interpretation - The above chart shows that the 84% people feel difference the difference between shopping mall and general store.

Q-5 Did you get confuse at the time of product searching in malls?

Respondents

Yes 13

No 37

Interpretation The above chart shows that the 74% people do not get any confusion at the time of product searching in shopping mall.

Q-6 How much you satisfy with their rang and product price?

Satisfy Respondents 29

Highly satisfy Unsatisfied 12 9

Highly unsatisfied 0

Interpretation - The above data shows that the 58% peoples are satisfied with the product range and product price at shopping mall.

Q-7 Do you like purchasing product at the offer time only?

Respondents

Yes 15

No 35

Interpretation - The above chart shows that the 30% peoples, they like to buy the product at offer time only.

Q-8 Are you satisfy with shopping malls facilities?

Respondents

Yes 41

No 9

Interpretation The above chart shows that the 82% peoples are satisfied with the facilities of shopping mall.

Q-9 Do you face any problem at the payment counter?

Respondents

Yes 24

No 26

Interpretation The above chart shows that the 48% peoples face such problem and 52% people , they dont face any problem on the payment counter. Q-10 Are you satisfy with their parking facilities? Yes 26 No 24

Respondents

Interpretation The above chart shows that the 52% people are satisfied and 48% are not satisfied with their parking facilities.

Q-11 How much will you rate the parking facilities at shopping malls out of 10? 1 Respondents 0 2 0 3 4 4 7 5 8 6 6 7 7 8 13 9 5 10 0

Interpretation The above chart and data shows the rate of parking facilities in out of 10, here 13 peoples are rating 8 out of 10 for the parking facilities in sopping mall. Q-12 How much you rate the employee behavior in shopping malls out of 10? 1 Respondents 0 2 0 3 3 4 5 5 10 6 5 7 7 8 14 9 6 10 0

Interpretation - The above chart and data shows the rate of employee behavior in out of 10, here 14 peoples are rating 8 out of 10 for the employee behavior in shopping mall. Q-13 Do you feel the product arrangements are good in shopping malls? Yes 45 No 5

Respondents

Interpretation The above chart shows that the 90% people feel good with the product arrangement in shopping mall.

Q-14 How much you will rate the product quality in shopping malls out of 10?

1 Respondents 0

2 0

3 0

4 0

5 7

6 9

7 14

8 12

9 5

10 3

Interpretation - The above chart and data shows the rate of product quality in out of 10, here 13 peoples are rating 8 out of 10 for the product quality in shopping mall Q-15Are you always finding shopping malls which is located at the good location?

Respondents

Yes 34

No 16

Interpretation - The above chart shows that 68% people want to be a shopping mall in good location.

Q-16 Did you purchase every daily use product from shopping malls only?

Respondents

Yes 20

No 30

Interpretation The above data shows that the 60% peoples like to buy the daily product at shopping mall.

Findings
It has been observe here most of the people like to buy at shopping malls and their percentage of visiting to shopping malls is also high means peoples are ready to accept shopping malls pattern.

We also observe that consumers are happy with selling pattern of shopping malls. And consumers are feel that there many type of differences between shopping malls & general store.

Consumers are very much satisfied with rang and price of product and they are not buying goods at offer time only they use to buy regular basis.

It is also observe that most of people happy with shopping malls facilities (payment system, parking facilities) and customers are also happy with employee behavior at shopping malls.

We also observe that shopping malls are catching more number of customer rather than general stores thats why small shop keeper are not happy with shopping malls and super market.

Recommendations

Small retailers need protection and policy support in order to compete with organized Retail what is required is a more comprehensive policy, which addresses the needs of small retailers, especially in terms of access to institutional credit and knows how to upgrade their businesses.

At the shopping malls there should be some improvement in parking facility because most of the customers are facing big problem with parking.

In addition, the Government should also abandon the moves to permit FDI in retail trade through the back door, as in the case of the joint venture between Wal-Mart and Bharti whereby the former proposes to operate in the cash-and-carry segment while the latter in the front-end.

A system of licensing should be introduced for organized retail. Any retail outlet with floor area over an appropriate minimum floor area should require prior license from local authorities (city corporations or municipalities). Corporate entities should not be allowed to operate retail outlets below the specified minimum floor area

Conclusion

After looking at the above data we have come to a conclusion that presently there is a trend of considerable increase of shopping malls in all the metro cities, small towns and a large section of middle class, upper middle class people are coming for shopping because of the following reasons: Customers convenience for shopping Items from food to clothing, grocery to electronics is available under one roof. Better environment and improved customer service. Competitive price with seasonal discount various gift scheme. Various options to the customer for choosing brand and variety. Ample scope of promoting sales and enhance brand image. Availability of parking space for their car Scope of employment at local area for various segments.

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Questionnaire
Q -1 Do you like purchasing or buying at the shopping malls? a) Yes b) No

Q-2 How many time you visiting at shopping malls in a month? a) 2 time b) 4 time c) 6time d)10 time e) ______

Q-3 Do you like the pattern of the selling product at shopping malls? a) Yes b) No

Q-4 Do you feel any type of differences between shopping malls & general store? a) Yes b) No

Q-5 Did you get confuse at the time of product searching in malls? a) Yes b) No

Q-6 How much you satisfy with their rang and product price? a) Satisfy b) highly satisfy c) unsatisfied d) highly unsatisfied

Q-7 Do you like purchasing product at the offer time only? a) Yes b) No

Q-8 Are you satisfy with shopping malls facilities? a) Yes b) No

Q-9 Do you face any problem at the payment counter? a) Yes b) No

Q-10 Are you satisfy with their parking facilities? a) Yes b) No

Q-11 How much will you rate the parking facilities at shopping malls out of 10? 1 2 3 4 5 6 7 8 9 10

Q-12 How much you rate the employee behavior in shopping malls out of 10? 1 2 3 4 5 6 7 8 9 10

Q-13 Do you feel the product Arrangements is good in shopping malls? a) Yes b) No

Q-14 How much you will rate the product quality in shopping malls out of 10? 1 2 3 4 5 6 7 8 9 10

Q-15Are you always finding shopping malls which is located at the good location? a) Yes b) No

Q-16 Did you purchase every daily use product from shopping malls only? a) Yes b) No