08/04/2019

BRM PROJECT

Submitted By

1. Konchada Vamsi Krishna (18202165)

2. Priya Varma (18202178)
3. Rani Goyal (18202181)
4. Hassan Dad Alimi (18202301)

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 ACKNOWLEDGEMENT

It is great pleasure for us to undertake this project–“What Attributes do

Consumers look for When Comparing Brands in Shopping Mall”.

We are grateful to our project guide Prof. SuvaKanta Mohanty,

Associate Dean & faculty member of KIIT School of Management. This project
would not have been completed without his enormous help & worthy
experience. Whenever we were in need, he was there behind us.

Although, this report has been prepared with utmost care & deep
routed interest. We extend our gratefulness to one & all that are directly or
indirectly involved in the successful completion of our project.

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Contents
Literature Review:-.................................................................................................................................. 5
Shopping Motivations:- ........................................................................................................................... 5
RESEARCH DESIGN ................................................................................... Error! Bookmark not defined.
DATA ANALYSIS: ...................................................................................................................................... 9
DATA ANALYSIS: .................................................................................................................................... 10
DATA ANALYSIS: .................................................................................................................................... 11
TABLES: ................................................................................................................................................. 12
SPSS ANALYSIS: ..................................................................................................................................... 12
DATA INTERPRETATION ........................................................................................................................ 14
CONCLUSION:........................................................................................................................................ 14

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WHAT ATTRIBUTES DO CONSUMERS LOOK FOR WHEN COMPARING BRANDS IN
SHOPPING MALL
K VAMSI KRISHNA, PRIYA VARMA, RANI GOYAL, HASSAN DAD ALIMI
School of Management, KIIT University

The objective of the study was to understand which attributes mostly influence in shopping
mall environment and buying behaviour among consumers. A total of 123 consumers
conveniently sampled at a Bhubaneswar central mall. At 5% Significance level showed that
there are two factors such as Economy, Incentives which mainly influence consumers which
mainly influence consumers.

INTRODUCTION

Central is an Indian department store chain operated by Future Lifestyle Fashion of Future
Group. It competes with other department store chains such as Lifestyle, Pantaloons and
Max.it is head quartered at Bengaluru. In January 2018, Central operated over 30 outlets in
cities in India and planned to add more stores in future. New and existing stores are being
upgraded to premium brands and a better shopping experience.
Rapid development of retailing in Bhubaneswar has led to expansion of malls in city. The
current research was directed towards city consumers (n=123) to understand their mall
shopping behaviour. This is an exploratory research which helps to understand and provide
insights of the consumer buying behaviour pattern. The study of consumer behaviour is
important in deciding production policies, price policies and framing the sales promotion in a
shopping mall. The consumer buying process is black box no one can read it is changes
continuously but we can understand the tastes and preferences of the consumers which
critical factors most affecting in the process of buying consumer.
Eventually, when trying to understand how a person or group make their decision to spend
their resources which is time, money and effort on consumption-related items, the factors
that affect the consumer before the purchase we considered seven attributes. They are
1. Value for money
2. Variety of products
3. Cost
4. Convenience
5. Offer/coupons
6. Brand Image
7. Awareness
Factor analysis test was used to find the attributes which are most affecting.

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Literature Review:-
The tools employed for generating the responses in the study was based on a structured
questionnaire survey which was developed in the light of the purpose of this study and
consulting the academic literature.
The research was carried out in two phases. The first phase was conducted as an
exploratory study to understand the attitude towards malls and imagery. The second phase
included a descriptive study incorporating the findings from first phase. This phase was
aimed at eliciting all information areas associated with the objectives of the study. The
questionnaire included statements that explained the purpose of the study to the
respondents and nondisclosure of the information for any other usage. The sample in this
study was very varied in terms of age groups and they were distributed.

The questionnaire for this study used the semantic differential scale consisting of adjective
pairs derived and the questionnaire for this study also used the five-point Likert scale
consisting of statements derived and modified from the original scale.
This study aims to determine the attributes of consumer in mall that are the most
crucial for the market by determining the brand in comparison to other offerings.

The study identifies that the attributes that have the highest impact on the mall
preferences of people and the quality of the people visiting the mall. They have a
considerable impact on the purchasing decisions of their families, and constitute the
future market for the sector. This study uniquely enables the sequential ordering of
customers’ decision-making attributes and determines the effectiveness or impact of
these attributes in purchasing products in shopping mall.

It requires a need to manage shopping malls effectively to understand the attributes that
attract shopping mall visitors to visit shopping malls. The purpose of the study aimed to
determine shopping mall visitors’ perceptions or ratings towards shopping mall attributes
they consider when choosing which shopping mall to visit.
It is necessary to understand the motivations of shopping mall visitors for visiting a shopping
mall and the shopping mall attributes they value most. This section focuses on the literature
review of perspectives of consumers regarding shopping motivations and shopping mall
attributes

Shopping Motivations:-

Different shopping motivations and shopping mall attributes they value most
encourage shopping mall visitors to visit shopping malls. Motivation is defined as the
process that causes customers to display a particular behaviour. It has been revealed
that shopping motivations are determined by two types of motivations-
a. Utilitarian motivations.
b. Hedonic motivations.

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Utilitarian shopping motivation:-
It is focused on the functional and objective attributes of visiting a shopping mall described
utilitarian motivation as task related, rational shopping and is dependent on whether the
shopping mall visitor has completed shopping successfully (getting everything done as
planned). Utilitarian motives include achievement and efficiency. Achievement and efficiency
motivations involve accomplishing what had been planned on a particular shopping trip in
terms of finding items the shopping mall visitors were looking for, within the shortest period
of time.
Hedonic motivation:-
It is the joy and pleasure the customer expects from visiting a shopping mall, therefore, it is
associated with feelings, thoughts and perceptions described hedonic motivations as being
more subjective in nature and individualistic, and result more from fun, as compared to task
related shopping. In addition, a hedonic motivation reflects shopping to be more entertaining
and has emotional fulfilment.
Hedonic motivation includes gratification, idea, role, experimentation, value and social
shopping. Gratification shopping involves shopping to relax and relieve stress when visitors
are in a down mood, shopping mall visitors may visit shopping malls if they want to treat
themselves to something special added that idea shopping involves shopping to keep up with
the latest trends and fashion. In addition, shopping mall visitors visit shopping malls to see
what new products are available at stores.
The effects of shopping on positive shopping mall attitudes and word-of-mouth, this study
revealed that hedonic value influences positive shopping mall attitude and positive word-of-
mouth more that utilitarian shopping value.
This study pointed that shopping in a mall can contribute to the satisfaction of different of
human needs such as economic, social, esteem, and aesthetic needs. In another recent study,
investigated the influence of utilitarian and hedonic shopping values on satisfaction of
shopping mall visitors , and the findings of this study confirmed the relationship between
shopping values and customer satisfaction, where both the hedonic and utilitarian shopping
values show positive significant influences on customer satisfaction.
Therefore, it can be concluded that shopping mall attributes are important in fulfilling
shopping mall visitors’ shopping motivations, as these attributes present both hedonic and
utilitarian values which, in turn, provides customer satisfaction.
Shopping mall attributes.
Shopping mall visitors’ behaviour at the malls and this research suggests that convenience as
a shopping mall attribute has the largest impact on selecting which shopping mall to visit.
Shopping mall attributes determine the visitors’ attitude towards shopping malls. Shopping
malls also include the 1) Value for money 2) Variety of products 3) Offer/coupons 4) Brand
Image 4) Cost 5) Convenience and 6) Awareness.

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Offers/Coupons:
Price reduction is a valuation approach where goods or products are offered in a good
discounted buying price and it seems to be a reduced cost to the consumers, mostly applied
in shopping malls and point of purchase displays. Price discount is reduce the price for a given
quantity or increase the quantity available at the same price, thereby enhancing value and
create an economic incentive to purchase.
Coupons considered as one of the most used tools by marketers to stimulate consumers by
giving them a voucher or certificate that save some money when they want to purchase any
type of products later on or in the future.
CONVENIENCE:
Many shoppers select shopping areas based on hours of operation and travel time. Retail
location theory also posits that consumers prefer to shop as close to home as possible.
Because many consumers spend relatively little time at home, a definition of convenience
that uses the home as the focal point may be misleading. The existence of modern
transportation and the availability of discretionary time serve to expose people to many
shopping clusters while in transit to their job.
VALUE FOR MONEY:
The value for money is a distinguished level of quality related to the price for a particular
product or service. Value for money is dependent upon certain factors like competitive pricing
of products, specific discounts granted to customers and promotions. Asserts that customer
satisfaction is not only influenced by services provided to customers but even the price and
the convenience.
VARIETY OF PRODUCTS:
Predicting single or consumer behaviour of a group is not just difficult because you never
know what factors might influence them and when. Reason being the consumers today have
a huge variety of choice and a number of factors influence the behaviour of the consumers.
BRAND IMAGE:
According to present day’s growing competitive market place, consumers have to make their
choice between a variety of product or brands in the market that differ very small in its price
or function. They argue that in such situations, their final decision depends on the image they
relate with dissimilar brands. Additionally brand image has increased reputation as the
feelings and images associated with brand and a well-known and accepted brand image is one
of the most important assets a firm possesses.
AWARENESS:
Major goals of marketing is to generate and maintain brand awareness, this is seen as
particularly important in low-involvement situations where consumers may engage in little
active search for information to aid choice. Repetition of advertising is used to keep the brand
when making a purchase decision.

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FIELD WORK

The primary objective is provide the insights and comprehension of the problem situation
confronting the store manager.

DATA COLLECTION AND SAMPLE:

Randomly surveyed 23 members in the mall with structured questionnaire and 100 respondents
from the google survey sheets. The analysis is completely primary data of the consumers with the
demographic factors.

The design is the descriptive research to examine the relationship between factors. Research process
is formal and structured, sample size is large and data analysis is quantitative which should be helpful
for understanding.

The research is qualitative by using Likert scale helps to quantify the data and applicable to statistical
analysis

In Likert scale the response categories ranging to “VERY IMPORTANT” and “UN IMPORTANT” here the
respondents to indicate a degree of agreement or disagreement with each of a series of statement
related to stimulus.

The data are typically treated as interval. From the help of the Likert scale the data of each
statement is assigned a numerical score ranging from “1 to 5”, this scoring help us to evaluate.

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 DATA ANALYSIS:

PLACE
This shows the demographic characters of the data
where the majority of consumers are from urban
(nearly 66%), semi-urban (21%) and rural (13%) this
shows the urban population are most frequent
users and from this pie chart the mall should
primarily focus on the urban consumers taste and
preferences.

GENDER

Male and female consumers are almost equal with

5% difference they should equally focused and
segmented the products of both.

AGE
From the help of pie diagram we can say that youth
is more frequent visitors and more number of
visitors for the central the manager should focus on
the youth centric designs with variety of products.

OCCUPATIONAL
STATUS
One of the most important demographic factor is
occupational status from this we can say that majority of the
visitors are students and employees the product assortment
should be contain wide range of price levels it should be
affordable for students where they have limited money to
spend.

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DATA ANALYSIS:

The value for money is a distinguished level of quality related

to the price for a particular product or service Value for money
is dependent upon certain factors like competitive pricing of
products, specific discounts granted to customers and
promotions. Asserts that customer satisfaction is not only
influenced by services provided to customers but even the
price and the convenience.

Provides Variety of Choice. Product differentiation is an

effective way of enhancing customers by providing them with
a wide array of products or services in the market. From the
bar diagram considered a mean is limit 95% customers are
agree to variety of products.

This is most frequent market strategy for the marketers by

giving 1) Price discount 2) buy one get one offer from the
responses but it can’t be always best because of consumer
perception is the giving inferior products rather than superior
in the name of the offers.

This is acceptable for most of the consumers because of

money constraints for student and purchasing power parity of
the employees.

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 DATA ANALYSIS:

This graph shows that the relation between the age

group and frequency of shopping. From this the
students are the primary target. 13-19 age group is
dependent on the parents mostly.

This graph shows that the relation between the

occupational status and frequency of shopping.
Students are great potential for apparel categories
their lifestyle mostly steeped with the recent trends
we should take care of students by giving
promotional offers and we can make sponsors to
their event for attracting and increase market
share.

From the sample data. The customers are most

prefer to shop once in a month shopping malls
should convert them into weekly customers by
giving loyalty cards

Yes (irrespective Price sensitivity levels of students, employed and

UN EMPLOYED
of the price unemployed
increases)
UP to a certain
STUDENT
limit in price
increases
No (no I may look
EMPLOYED
for different
brand)
0 10 20

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TABLES:

Table 1: AGE Distribution for 123 respondents. Frequency and valid percentage for each respondent
age group are given as they appear from the questionnaire survey

Count of CUMM
AGE GROUP FREQUENCY PERCENTAGE %
13-19 6 5% -
20-30 65 53% 58%
31-40 21 17% 75%
41-50 23 19% 93%
ABOVE 50 8 7% 100%
Grand Total 123 100% 100%
Table 2: Income (Occupational status) distribution for the 123 respondents who participated in the
study. Frequencies and valid percentages are given for each income category together with the
corresponding cumulative percentages.

Count of CUMM
Occupational Status FREQUENCY PERCENTAGE %
EMPLOYED 53 43.09% -
PENSIONER 1 0.81% 44%
STUDENT 60 48.78% 92.70%
UN EMPLOYED 9 7.32% 100%
Grand Total 123 100% 100%

SPSS ANALYSIS:
Factor Analysis

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Total Variance Explained

Extraction Sums of Squared Rotation Sums of Squared

Initial Eigenvalues Loadings Loadings

% of Cumulative % of Cumulative % of Cumulative

Component Total Variance % Total Variance % Total Variance %

1 3.237 46.243 46.243 3.237 46.243 46.243 2.988 42.684 42.684

2 1.307 18.676 64.919 1.307 18.676 64.919 1.557 22.236 64.919

3 .962 13.745 78.664

4 .592 8.462 87.126

5 .468 6.682 93.808

6 .224 3.205 97.013

7 .209 2.987 100.000

Extraction Method: Principal Component Analysis.

From the seven attributes that we are considered which affects consumer buying behaviour
inside the shopping mall. After we run the factor analysis from the rotated component matrix
we can say that two factors mainly affecting the consumer. At we have taken the Eigen value
is “1” after that we give cut-off at “0.5” from the factor four attributes are involved.
1st factor which consist of 4 attributes they are 1) Value for money 2) Variety of Products 3)
Cost
4) Convenience.
2nd factor which consist of the 2 attributes they are 1) Offer/Coupons 2) Brand Image.
After observing the attributes the name of the factors are

ECONOMY INCENTIVES

1. Value for Money 1. Offers/Coupons

2. Variety of Products 2. Brand Image
3. Cost
4. Convenience

Here a mall intercept method was used. This method involves the administration of questionnaires
on respondents conveniently selected as they come out of each of the supermarket and google
survey sheets.

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DATA INTERPRETATION

On the basis of the above factor analysis the store manager came to know that consumers
preference are more towards the Economy factor provided them by them followed by Incentives
which are most affecting consumer buying behaviour in the mall.

They should focus on these attributes mainly.

CONCLUSION:

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BIBILOGRAPHY:

 https://academicjournals.org/journal/AJMM/article-full-text-
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10001104
 https://www.uniassignment.com/essay-
samples/marketing/the-consumer-buying-behaviour-
marketing-essay.php
 https://ijbssnet.com/journals/Vol_7_No_1_January_2016/9
 MARKET RESEARCH TEXT BOOK ( Naresh K Malhotra,
Satyabhusan Das)
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