Study of Buying Pattern Shopping Malls (Retail Stores) Customers

(With Reference To Retail Stores in Pune & PCMC.)

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Proposed Research work

1. I) Project Title: Study of Buying Pattern Shopping Malls (Retail Stores)

Customers (with reference to retail stores in Pune and Pimpri- Chinchwad.)

ii) Introduction

Origin of the research problem

Retail sector is one of the booming sectors for product promotion for every new and existing manufacturer’s as it provides easy access to particular class of customers. In growing demand for branded products and customized selling made retail shops more consumer friendly and influence there living standard as well as there consumption habits. Retail stores leads to change the consumption pattern and also amount of funds involved. This is dually observed that growing income of urban consumers has changed there consumption pattern and nature of purchase.

Recently retail industries are also working aggressively in field of sales management and product promotion. Growing brand awareness and incomes results in relative changes in buying pattern of urban consumers. They are now not only influenced by advertised but also mob in shopping malls and the presentation and schemes of shopping malls.

Interdisciplinary relevance

The emerging sectors retailing, one of the largest sectors in the global economy, is going through a transition phase not only in India but the world over. Traditional retailing has established in India for some centuries, mostly owner-operated, has negligible real estate and labor costs and little or no taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage for the traditional retailing sector. There are the political parties who say that the Giants malls are a threat to the existence of the small players let it be a convenience store owner, or a hawker. “Structural changes in retail will surely start affecting a large number of small retailers at some stage, be it after one or two decades, especially when the overall size of the organized retail in reaches about 25-30%,” said the report prepared by researchers of the Michigan State University (MSU).

This research is related with study of influence over consumer of promotion strategies and sales management of retail store. This study tries to find relative impact of CRM approach of retail store over buying budget and pattern over urban Indian Consumers.

*Review of Research and Development in the Subject:

International Status: Not in Indian Context

a) The Impact Of Mega-Retail Stores On Small Retail Businesses: The Case Of Sudbury, Northern Ontario, Canada[1], Jean Charles Cachon, Barry Cotton and Jorge Virchez Revista Mexicana De Estudios Canadienses

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b) Roberts, Bryan (2004): ‘From Marginality to Social,Exclusion: From Laissz-Faire to Pervasive, Engagement’, Latin American Research,Review, Vol 39, No 1, pp 196-97.

National Status: a) “Impact of Malls on Small Shops and Hawkers”; Powered by Anuradha Kalhan,

Economic and Political Weekly June 2, 2007 2063

b) Research of Indian Council for Research on International Economic Relations (ICRIER)

c) 2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce & Industry, Government of India C/O Confederation of Indian

d) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for Research on International Relations, New Delhi.

e) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long-awaited study by the Indian Council for Research on International Economic Relations

Significance of the study

i) Finding of the research will be very useful for Central and State Government to formulate then policies regarding to retailing in India.

ii) Also the finding will be very useful for big MNC’s, those who want to start there business in India and also local retailers can formulate there strategies for local business.iv) The immense beneficiaries of these research findings will be the local small retailers, they may select policies, strategies to survive and make profit in this area of organized retailing.

v) Social activities and social leaders, who always strive for good of society will get deep insight of this subject, enables them to act accordingly.

iii) Objective:

a) To study test and preferences of retail store customers and nature

of buying.

b) To analyze and study financial impact over monthly budgets of

consumers.

c) To study pricing policies of retail marketing and unorganized sector

compare them.

d) To analyze companies role in retail marketing.

e) To study impact of retail over brand awareness.

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f) To study impact of retail purchasing over consumer living

standards of consumer.

g) To analyze different forces acting on consumers while purchasing

from retail shopping malls.

iv) Methodology

Questionnaire based survey of different retailer’s stores in and around Pune. Total

1000 sample size is expected to analyze to generalize the results. Mostly close

ended questions were asked and various retailers interviewed. The data for the

study will be collected from customers, retailers and malls.

a) Individual Customers :

The selection of the sample will be done by stratified random sampling method. The

percentage will be given to each segment is as under:

Sr.

NoType of customer Percentage

1 Individuals with income less than Rs.10,000/- 20

2 Individuals with income between Rs.10,001/- to Rs. 30,000/- 40

3 Individuals with income between Rs.30,001/- to Rs. 50,000/- 20

4 Individuals with income more than Rs.50,001/- 20

The detailed percentage for each category is follows

1. Individuals : Within the individual customers the sex wise percentage will be given

as under

Sex Male Female

Percentage 55 % 45%

By considering the above sex wise percentage the sample will represents following

segments.

Sr No Type of Customers Percentage

1 Students 14

2 Bachelors 20

3 Recently Married 28

4 Middle Age Group 28

5 Senior Citizens 10

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2. Economic Background : This segments will cover following

Sr.

NoType of customer Percentage

1 Individuals with income less than Rs.10,000/- 20

2 Individuals with income between Rs.10,001/- to Rs. 30,000/- 40

3 Individuals with income between Rs.30,001/- to Rs. 50,000/- 20

4 Individuals with income more than Rs.50,001/- 20

3. Retailers: This segment will cover following industries.

Sr No Type of retailer Percentage

1 Grocesary 20

2 General Stores 20

3 Ready Made & Cloth Stores 20

4. Electronic items 20

5. Others 20

b) Malls :

The researcher will collect the data from all the Malls operating in Pune and PCMC

area.

c) Hypothesis

1. There has been increasing competition among the upcoming malls and retailers

resulting in charging prices less than MRP or offering discounts or gifts maximizing

satisfaction to the customers.

2. Malls have been successful in attracting the customer’s community at large.

3. Malls are successful in making customers buy more than the need, and also

successful in effective time management to evenly distribute the busy / peak hours

customer load.

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v) Year wise Plan of work and targets to achieve (PERT Chart).

PROGRESS CHART

05 8 12 15

2025

3545

5055

6575

85 88 9095 98 100

0102030405060708090

100

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19

Month / Period

% c

om

ple

tio

n e

xpec

ted

2nd Month: finalization of research questionnaire and collection of sample

specification

8th Month: review of data collection and analyze respondents and frame

further data collection policy

12th Month: completion of data collection and sampling. Commencement of

literature review and writing.

13th Month: commencement of data analysis.

16th Month: completion of statically analysis of data collected and beginning of data

interpretation.

17th Month: review of conclusion with consultation with other experts

19th Month: submission of project report to BCUD with all non financial details.

vi) Scheme of Research

Pilot Questionnaire will be prepared

Pilot survey will be conducted

Final Questionnaires will be prepared

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Collection of primary data (Filling of questionnaires & interviews)

Collection of secondary data

Data Analysis

Results and discussion

Summary and conclusion

Suggestions for improvement

VII) CHAPTER SCHEME:

Chapter I – Introduction:

1.1 Introduction, 1.2Retailing in world , 1.3Retailing in India, 1.4Scope and Recent development in retailing, 1.5Organized retailing, 1.6Unorganized retailing.1.7Summary

Chapter II – Details of Pune City and PCMC area

2.1 Historical background of Pune city2.2 Geographical background of Pune city2.3 Historical background of Pimpri – Chinchwad Municipal Corporation area.2.4 Geographical background of Pimpri – Chinchwad Municipal Corporation area.

Chapter III – Malls in Pune City and PCMC

3.1 Malls in Pune Municipal Corporation area.3.2 Malls in Pimpri – Chinchwad Municipal Corporation area.

3.3 Summary

Chapter IV – Need of the study

4.1 Need of the study 4.2 Choice of the subject 4.3 Significance to local business environment

4.4 Summary

Chapter V – Review of Literature:

5.1 Government Reports 5.2 Books 5.3 Periodicals 5.4 Research Journals 5.5 News Papers.

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5.6 Summary

Chapter VI – Research Methodology:

6.1 Research Setting 6.2 Objectives, 6.3 Hypothesis, 6.4 Period of study, 6.5 Sources of information. 6.6 Summary

Chapter VII – Data Collection:

7.1 Preparing questionnaire, 7.2 Primary data, 7.3 Secondary data, 7.4 Organization of Data. 7.5 SummaryChapter VIII – Analysis of Data:

8.1 Tabulating information in meaning way, 8.2 Descriptive Statistics, 8.3 Inference Statistics. 8.4 SummaryChapter IX – Results and Discussion:

9.1 Various tables, 9.2 Their Results and accordingly discussion. 9.3 SummaryChapter X – Conclusions & SugestationsChapter XI: Bibliography

11.1 Appendix, 11.2 Bibliography, 11.3 Terms, 11.4 Technical definition, 11.5 Abbreviation used.

VII) Relevant Bibliography

1)2008 India Brand Equity Foundation, An initiative of the Ministry of Commerce &

Industry, Government of India Confederation of Indian

2) ‘The Impact of Organized Retailing on the Unorganized Retail Sector’, a long-

awaited study by the Indian Council for Research on International Economic

Relations.

3) Anuradha Kalhan, Economic and Political Weekly June 2, 2007 2063, Impact of

Malls on Small Shops and Hawkers

4) Jean Charles Cachon, Barry Cotton and Jorge Virchez, REVISTA MEXICANA

DE ESTUDIOS CANADIENSES Nuevo epoch ,

5) Bremen, Jan (2003): The Laboring Poor, Oxford University Press, and New

Delhi.8

6) CHI – A T Kearney (2006): Retail In India – Getting, Organized to Drive Growth,

CHI, New Delhi.

7) Davis, Mike (2006): Planet of Slums, Verso, London. Government of India

(2004): National Policy on Urban Street Vendors, Department of Urban Employment and

Poverty Alleviation.

8) Label, Harold (1991): The Informal Sector in the 1980s and 1990s,

Development Centre of the OECD, Paris.

9) Mukherjee A and Nishita Patel (2005): ‘FDI in Retail Sector India: A Report, by

ICRIER and Ministry of Consumer Affairs, Government of India’, Indian Council for

Research on International Relations, New Delhi.

10) Roberts, Bryan (2004): ‘From Marginality to Social Exclusion: From Laissz-

Faire to Pervasive Engagement’, Latin American Research Review, Vol 39, No 1, pp

196-97.

11) United Nations Human Settlement Programme (2003): The Challenge of

Slums: Global Report on Human Settlements, Earth scans Public

12) Archer, JOSS. and D. Taylor (1994). Up Against the Wall-Marts. New York:

American Management Associations.

13) Beaumont, CUE... (1994). How Superstore Sprawl Can Harm Communities…

And What Citizens Can Do About It. Washington: National Trust For Historic

Preservation.

14) Berry, L.L. (1999). Discovering the Soul of Service. New York: Free Press.

15) Berry, L.L. (2001). “The Old Pillars of New Retailing” Harvard Business

Review, 79, 4, 131-137.

16) Cachon, J.-C. et al (2001). “Les entrepreneurs Franco-Ontarians dams les PIE

du Nord de lothario : context économique, profil général et profil sectoriel” Revue

du Nou vel Ontario, 26, 9-44.

17) Cachon, J.-C., and G. B. Cotton (1997). The INOVE Project. Sudbury:

Laurentian University.

18) Cachon, J.-C. (1990). “Perception du rôle d’une caisse populaire” Revue du

Nouvel-Ontario 12, 205-215.

19) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006.

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20) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication,

2007.

21) Retailing in India: Trends and opportunities Retailing in India: Trends and

Opportunities Priya Chandrasekhar (Business Line: Catalyst Thursday, February

15, 2001)

22) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with large

scale entertainment centers”, Mid-Atlantic Journal of Business, June 1 1997

23) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronage

motives”, Journal of Retailing, 1997

24) Retailing Management by Michael Hery,Tata McGraw Hill Publication, 2006.

25) Retailing Management by Swarup Pradhan, Tata McGraw Hill Publication,

2007.

26) Talpade, Salil, Haynes, Joel, “Consumer shopping behavior in malls with large

scale entertainment centers”, Mid-Atlantic Journal of Business, June 1 1997

27) Bellenger, D.N., Robertson D.H. & Greener A., . “ Shopping center patronage

motives”, Journal of Retailing, 1997

28) Sherlekar S. A., Essentials of Marketing Management, Himalay Publishing

House ,Mumbai,1994

29) Gandhi J.C., Marketing Management Introduction, Tata Mc-Graw-Hill

Publishing Ltd. Company, New Delhi, 2003 .

30) Chunawala S.A., Marketing Principles and Practice, Himalaya Publishing

House, Mumbai, 1997 .

31) Kardes Frank R., Consumer Behaviour and Mangerial Decision Making ,Pears

Education (Singapore) Pvt. Ltd.,New Delhi,2005.

32 ) Louden & Bitta A.J., Consumer Behaviour, Tata Mc-Graw-Hill Publishing Ltd.

Company, New Delhi, 2002 .

33) Kothari C.R. , Research Methodology , Wishwa Prakashan (A division of new

Age International Pvt. Ltd.) ,New Delhi,2003 .

34) Dr. V.P. Michael ,Research Methodology in Management , Himalaya

Publishing House , Mumbai ,2000.10

35) Sadhu Singh,Research Methodology in Social Science ,Himalaya Publishing

House ,Mumbai ,1992 .

36) WEB LINKS:

www.pantaloon.com

www.retailvatra.com

www.marketingiQ.com

www.brandchannel.com

www.wikipedia.org

www.hvpercitvindia.com

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10. (a) Details of the project/scheme completed or ongoing with the P.I : No

Name of the agency

Year Total Equipment/Infrastructural facilitiesObtained

Started Completed

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(b) Institutional and Departmental facilities available for the proposedWork:

Equipment:

Other Infrastructural facilities:

11. Any other information which the investigator may like to give in support of this proposal which may be helpful in evaluating.

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