ATTITUDE OF DELHI

SHOPPERS TOWARDS

MALL EXPERIENCE

A CKNOWLEDGEMENTS

A BSTRACT Retailing is undergoing unprecedented change in developing economies. Consumers are the major beneficiaries of the retail boom.

Shopping malls have become an important part of the economic and social fabric of India especially in metro’s and big cities. Shopping malls (as business centers) in India are in the mode of getting penetrated further into smaller town and cities as customized smaller malls.

Most of the organized retailing in India has started recently and is concentrating mainly in metropolitan cities. The growth of Indian organized retail market is mainly due to the change in the consumer behavior. This change has come in the consumer due to the increased income, changing life styles and pattern of demography which are favourable.Now the consumer wants to shop at a place where he can get food, entertainment and shopping, all under one roof. This has given Indian organized retail market a major boost. Shopping malls are the hot shopping destinations in new life style.

O BJECTIVES

C ONTENTS

I NTRODUCTION

Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain - connecting the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure.A retailer, typically, is someone who does not affect any significant change in the product execs breaking the bulk. He/ She are also the final stock point who makes products or services available to the consumer whenever required. Hence, the value proposition a retailer offers to a consumer is easy availabilities of the desired product in the desired sizes at the desired times.

Organized retail is growing rapidly and we see the emergence of large organized retail chains like Shoppers Stop, Lifestyle, Big bazaar, Easy day, Reliance fresh etc. All these retail stores (and variety of formats) are usually seen under one roof to describe it better as a shopping mall.

R ESEARCH M ETHODS U SED:

Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. To do my study I have adopted exploratory research design.

» Research Design Exploratory» Data Source Primary & Secondary data» Research Instrument Questionnaire» Sample Plan Shopping Malls of Aligarh and Mathura» Sample Size 50 customers» Sampling Procedure Non Probability Sampling» Sampling Methodology Personal Survey

H YPOTHESIS

AGE GROUP

This table will show the percentage of people visiting shopping malls in Delhi on the basis of their age group.

AGE TOTAL PERCENTAGE16-20 10 20%20-30 15 20%30-40 10 20%40-50 8 16%

50 & above 7 14%TOTAL 50 100%

This table shows that Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age groups, the main reason being college students and families.

SHOPPING46%

ENTER-TAINMENT

38%

WINDOW SHOPPING

16%

AGE GROUP

PURPOSE

The give table shows the purpose of going into shopping malls

PURPOSE TOTAL PERCENTAGESHOPPING 23 46%

ENTERTAINMENT 19 38%WINDOW SHOPPING 8 16%

TOTAL 50 100%

With this table, we found out that:

Mostly respondents go for shopping purposes in shopping malls.

38% respondents go for having a fun in shopping malls. Window Shopping is also one big factor of attraction

towards shopping malls.

SHOPPING ENTERTAINMENT WINDOW SHOPPING0

5

10

15

20

25

2319

8

PURPOSE

PURPOSE

NO

. OF

PEO

PLE

VISITING FREQUENCY

This table shows how my people visit the mall at what time.

FREQUENCY TOTAL PERCENTAGEDAILY 5 10%

WEEKLY 15 30%FORTNIGHTLY 20 40%

MONTHLY 10 20%TOTAL 50 100%

It is evident from the above table that:

Mostly respondents used to go fortnightly to shopping malls.

30% respondents used to go weekly for various purposes to shopping malls.

Only 10% people go daily at shopping malls, which is the least.

DAILY WEEKLY FORTNIGHTLY MONTHLY02468

101214161820

5

15

20

10

VISITING FREQUENCY

VISITING FREQUENCY

NO

. OF

STUD

ENTS

PREFERENCE

AFFORDABILITY BRANDED ITEM

TREND & FASHION

ALL UNDER ONE ROOM

TOTAL

1st preference 4 8 8 30 502nd preference 10 20 12 8 503rd preference 14 12 16 8 504th preference 22 10 14 4 50

TOTAL 50 50 50 50 200

This table shows that:

According to respondents all less than one room concept was the main motivator factor behind the success of shopping mall.

Second preference choice was availability of branded Item. And their last preference was affordability.

AFFORDABILITY BRANDED ITEM TREND & FASHION ALL UNDER ONE ROOM

05

101520253035404550

4 8 8

3010

2012

8

14

1216

822

10 144

PREFERENCE

PREFERENCE

NO

. OF

PEO

PLE

POSITIVES OF MALLS

There are various positives of malls which people like. But how many people like what features is stated below.

EXCELLENT GOOD AVERAGE POOR

Parking Facility 30 11 5 4

Quality Of Service 11 25 8 6

Quality Of Product 16 15 10 9

Value For Money 8 20 11 11

2.5

7.5

12.5

17.5

22.5

27.5

30

115 4

11

25

8 6

16 1510 98

20

11 11

POSITIVES

NO

. OF

PEO

PLE

We can conclude from the above graph and table that:

Mostly respondents were highly satisfied with the parking facility.

Respondents were agreeing that quality of service is up to mark at shopping malls.

According to most of the respondents quality of the products was good.

Respondents were satisfied for the money paid at shopping malls.

PRICE SATISFACTION

This table shows how satisfied are people with the prices at shopping malls.

PRICE SATISFACTION

TOTAL PERCENTAGE

YES 30 60%NO 20 40%

TOTAL 50 100%

Through this table, we found out that:

» 60% respondents are satisfied with the pricing schemes at shopping malls.

» 40% respondents were not satisfied with the pricing schemes.

YES30

NO 20

PRICE SATISFACTION

DRAWBACKS IN MALLS

With various characteristics, malls have drawbacks too.

DRAWBACKS TOTAL PERCENTAGEExpensive 6 12%

Parking Facility 8 16%Weekend Rush 16 32%

Others 20 40%TOTAL 50 100%

It is clear from the above table that:

Weekend Rush was the main problem for a normal customer.

16% respondents were not happy with the Parking Facility at Shopping malls.

Expensive Parking Facility Weekend Rush Others0

5

10

15

20

6 8

1620

DRAWBACKS

DRAWBACKS

NO

. OF

PEO

PLE

LOCATION EFFECTS

This table shows how many people are affected by a factor like location.

LOCATION EFFECTS

TOTAL PERCENTAGE

YES 35 75%NO 15 25%

TOTAL 50 100%

We find out from the above table that:

» 70% respondents said that location of shopping malls affects Shopping mall.

» 30% respondents ignore the location problem.

YES35

NO15

LOCATION EFFECTS

»

EXPECTATION OF SERVICES

This table shows how many people receive expected services from malls.

EXPECTATIONS FULFILLED TOTAL

ALWAYS 18

SOMETIMES 9

NEVER 3

TOTAL 30

ALWAYS18

SOMETIMES

9

NEVER3

EXPECTATIONS FULFILLED

PRICE V/S QUALITY

It was found in the survey that when people think about Shopping Mall they think about price or quality. Out of 30 customers, 20 customers have that they think about price while 10 customers said that they think about quality.

QUAL-ITY

33%

PRICE67%

QUALITY V/S PRICE

C ONCLUSION

» The only successful outlets are EATING OUTS and RECREATION CENTRES in the malls.

» Apparel stores have maximum female’s customers.» Maximum footfall is on weekends.» Brands and trends attract people toward malls.» Parking is the major problem on weekends.» Most of the Customers are targeted by almost all the

segments of the society with their USP being “Pricebenefit” customer require all the stores in Prime Location.

» Every Shopping Mall outlet have motivated and trained sales force.

» Customers like large variety of products are available ranging from clothes, food items, electronic goods

etc.» Staffs are provided constant training for various

peculiarities of customer behaviour.» Consumers are interested to purchase those products which

has discount price.» Not much difference in the Layout of the floor designs in

the various branches.» They try to maintain a similarity to maintain comfort levels

of customers.» Habits of consumers are affected by Word of Mouth.

S UGGESTIONS Convert your customers into publicity agents. Develop an

incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising-and it is much cheaper.

Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into the habit of doing something extra for every customer or client without charging for it.

Reward them each time they refer someone who becomes a customer. Your reward can be as simple as a credit toward their next order from you.

Visual Merchandising: It is often seen that the people come to the store to browse rather than buy.

Schemes: In store Promotions: The people visiting the store should be encouraged to visit the store again and again. So it is necessary to delight the shoppers with the shopping experience. It has been observed in international shopping malls that there are in-store promotions like lucky draws for entrants surprise winners and so on at random.

R EFERENCES