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A STUDY
ON
“FACTORS AFFECTING CONSUMER BEHAVIOUR
WHILE SHOPPING AT SHOPPING MALLS”
SUBMITTED BY: GIRISH KUMAR
SESSION: 2013-2015
STUDENT DECLARATION
I hereby certify that the project report entitled on “Factors Affecting Consumer
Behaviour while Shopping At Shopping Malls ” Submitted in Institute of
marketing and management Delhi (India) is my original work and not submitted or
the award of any other degree, diploma, fellowship, or any other similar title or prizes
anywhere else.
GIRISH KUMAR
2013-2015
013-III-310
TABLE OF CONTENTS
S.NO. CONTENTS PAGE NO. 1 Introduction 1
2 Review of Literature 9
3 Research Methodology 13
4 Industry Profile 14
5 Mall Management Strategies 35
6 Findings & Analysis 41
7 Conclusion 86
8Recommendations
88
9 Sample Questionnaire 108
INTRODUCTION
1.1 INTRODUCTION
The only thing static in human life is “change”. Shopping in India has witnessed a revolution
with the change in consumer behaviour and the whole format of shopping is also altering.
The phenomenon called shopping centre or shopping mall is rocking India - metros and now
even the smaller towns are buzzing with the mall mania. Modern retail format i.e. shopping
malls are characterized by professionally managed large format stores, providing goods and
services that appeal to consumers, in an ambience that is conducive for shopping. The recent
surge in the growth of shopping malls is changing the way people shop. Today consumers
look for facilities like cost, comfort, convenience, in-house parking, entertainment, coffee
shops, food courts and children play area when they step into the malls and they demand the
best of everything. It’s not about shopping, dining or watching a movie, it’s an experience in
itself, a lifestyle activity, and providing this experience is what these malls are building up as
their Unique Selling Proposition.
Mall culture in India and especially in Delhi has grown with an incredible pace. Just a few
years back, people had to make a choice among shopping, movies or hanging out on a
holiday but thanks to our malls, all these jobs can be performed at the same time, under the
same roof and that too with a wonderful experience. The possibility of shopping for clothes,
shoes and grocery, while simultaneously having provision for eating and entertainment in the
form of movies or video game parlors, has been a convenient experience for the consumers.
Pollution free, air conditioned shopping ambience in the malls is preferable to the heat,
humidity, noise associated with roadside shopping. The mall culture has become a sensation
in terms of changing the lifestyle of Indians – the way they are shopping and socializing. The
changing lifestyles of consumers, strong income growth and favorable demographic patterns
have provided various opportunities as well as set more challenges for retailers. Increase in
the number of nuclear families with double –income groups and tight working schedules have
left consumers with less time for leisure and entertainment. This has spurred the demand for
one-stop destinations that may help the people to fully utilize their scant time.
Shopping and shopping behaviour have been interesting subjects for academicians over the
decades. The is a gradual shift in shopping environments, significance of shopping in
different social/cultural contexts, and individuals’ shopping motives and behaviours
However, although shopping malls represent the main consumer habitats in most Western
cultures within which all individual, social, or cultural aspects of shopping can be examined
at the same time and are the basic shopping contexts with highest customer drawing power;
they are rarely used as the unit of analysis in most retailing studies.
Specifically, consumers’ perceptions of shopping mall attributes are found to have greatest
influence on their level of mall satisfaction and patronage likelihood, while personal
characteristics are shown to have greater impacts on mall visit frequencies and the amount of
time and money spent in malls. On the other hand, although emotional experiences at a mall
is proved to be unrelated to shoppers’ patronage behaviours, cognitive responses to the mall
environment is reported to increase the total amount of mall spending and future mall visits
significantly and activity patterns in a mall is found to be positively associated with the time
spent in the mall.
1.2 HISTORY OF MALLS
The shopping mall is a global phenomenon that has its roots in ancient outdoor bazaars where
people would go to buy goods from local artisans, farmers and craftsmen. The shopping malls
came into being in the beginning of the 20th century and since then they have grown to cover
the major cities of the world in a few different forms.
Shopping malls are typically known to be indoor shopping centers, though some have
outdoor areas with the shops having their own indoor space. The idea came from old covered
marketplaces that were popular between the 10th and 15th centuries, and are even still around
today. In 1785, the first purposely-built shopping center was created, but it was not until 1916
that a shopping mall as we consider them today was built in the United States.
1922
The first shopping mall was the Country Club Plaza, founded by J.C. Nichols Company and
was opened near Kansas City, Missouri.
1928
In 1928, Grandview Avenue Shopping Centre in Columbus, Ohio was opened, included 30
shops and parking for 400 cars.
1931
In 1931 Highland Park Shopping Village in Dallas, Texas, developed by Hugh Prather, was
the first planned shopping center.
1956
The first enclosed mall called Southdale opened in Edina, Minnesota.
1972
By 1972, the number of shopping malls had doubled to 13,174. During 1970s a number of
new formats and shopping centers evolved.
1976
In 1976, the Rouse Co. developed Faneuil Hall Marketplace in Boston, Massachusetts, which
was the first of the “festival marketplace” built in the United States.
1980
The 1980s saw an unparalleled period of growth in the shopping center industry, with more
than 16,000 centers built.
1981
In the 1980s, giant megamalls were developed. The west Edmonton Mall in Alberta, Canada,
opened in 1981-with more than 800 stores and a hotel, amusement park, miniature-golf
course, church, Water Park and a 438 foot long lake.
Between 1989 and 1993, new shopping centre development dropped nearly 70%, from 1,510
constructions start in 1989 to 451 starts in 1993. The sharp decline in new centre starts was
contributed to savings and loan crisis.
The largest mall in America is Mall of America in Bloomington, Minnesota, which includes a
seven acre amusement park, night clubs, restaurants and covers 4.2 million square feet.
Entertainment quickly became an industry buzzword in the early 1990s as technological
advances allowed shopping center developments to foster the same magical experiences that
were only seen in amusement parks such as Disney World. Since the start of the
entertainment wave, retailers have focused on keeping their presentations exciting and
shopping malls owners have striven to obtain tenant mixes that draw traffic from the widest
audience possible.
The Indian consumer market has seen a significant growth in the number of modern-day
shopping centers popularly known as malls. From just 3 malls in 2000, India had 220 malls in
2005. Thereafter the demand for retail space increases and the growth of organized retail
sector started increasing.
Table 1.1: Some of the largest malls in the world
SHOPPING MALLYEAR OF OPENING
TOTAL AREA IN SQUARE
FEET
NUMBER OF STORES
South China Mall, Dongguan, China
2005 9.6 million 1,50000
Beijing Mall 2005 4.7 million 600
Grandview Mall, China 2005 4.5 million 600
Golden Resources Shopping Mall, Beijing, China
2004 7.3 million 1,000+
Mall of America 1992 4.2 million 520
Aricanduva Mall, Sao Paulo,
Brazil1991 3.7 million 535
West Edmonton Mall, Alberta, Canada
1981 5.3 million 800
South Coast Plaza, USA 1967 - 280
Source: Das Abhijit, “Mall Management”, Taxmann Allied Services Ltd.
1.3 CONSUMER BEHAVIOUR TOWARDS SHOPPING MALLS IN
INDIA
Industry of retail in India which has become modern can be seen from the fact that there is an
increase in the number of malls. Droves of middle-class Indians have broken off their love of
traditional stand-alone Indian stores that have no air conditioning, organized parking and
other public amenities. Malls throughout the country are getting bigger as they are now being
positioned as a one-stop-shop for shopping, entertainment, leisure and eating-out needs rather
than a place only for shopping for fashion products.
As a consumer we are all unique and this uniqueness is reflected in the consumption pattern
and purchase behaviour. The study of consumer behaviour provides us with reasons why
consumers differ from one another in buying and using products and services. We receive
stimuli from the environment and respond to these stimuli in terms of either buying or not
buying product.
The mall phenomenon is changing the way people shop and the way they look for
entertainment for the family in India. Malls in India are becoming the single-point
destinations for food, shopping and entertainment. Malls have been revolutionizing retailing
that is leading to a significant increase in the consumption spending. Customers in India are
enjoying the environs of the malls as they provide opportunities for fun and entertainment
besides shopping and dining. In India we have nuclear families and malls address all the
needs of the family members irrespective of their demographic differences. More than 50%
of India’s population is less than 25 years of age currently and hence malls focus on teenage
and youth segments largely with appropriate offerings in all categories.
Changing demographics and psychographics have empowered modern consumer to choose
from a variety of value propositions. Growing purchasing power, coupled with changing
lifestyle of young customers has a major impact on choices of product categories and retail
stores. Consumers are developing new tastes, preferences and buying habits. Changing
perceptions and new experiences are reshaping the customers’ expectations and motives for
buying decisions. Consumer behaviour is evolving in a newer direction, embracing basic
structural changes brought out by the dynamic market forces. Cognitive and emotional
factors play a major role, with varying degrees, in determining consumer choices for products
and services.
Malls are perceived to be great places to visit, do a good deal of walking around along with
shopping and dining. Many malls come with multiple screens in the multiplex format offering
the movie entertainment which is very popular in India. So, malls are perceived to be a one-
stop destination for family entertainment and for enjoying the fun of shopping and eating out.
In the urban areas the frequency of visits to malls is almost once a week. As mall
development would happen in tier 2 and tier 3 towns, we can expect to see a similar trend
there too. Earlier, many were of the opinion that malls have more footfalls and fewer
conversions into business, but this is being addressed by mall management teams effectively
ensuring the availability of merchandise and services at the right place, time and price.
The malls as a retail format have been emerging very rapidly in India. It began a long ago,
with the advent of “shopping complexes”, where the entire structure assumed a ‘build and
sell’ real estate model. Since the late nineties, the actual mall format has been founded- a
format which only leases out spaces and manages the mall mix with a professional mall
management team. This has led to many retailing companies looking at malls as a good retail
destination. Over the last few years malls in India have been very successful and can be
compared to those in developed economies. They have contributed to the growth of modern
retailing in India, giving global brands the promise of good selling space in India.
The emergence of the mall culture in India is a sign of positive development. The availability
of key real estate space in future will determine the faster growth of retailing companies that
want to expand at a rapid space. Rapid urbanization coupled with a plethora of infrastructural
developments has put many Indian cities on the global market. Retailers now look up to the
developing malls for filling their expansion plans.
1.4 OBJECTIVES OF THE STUDY
The mall phenomenon in Delhi is changing the way people shop. While exhibiting gradual
acceptance of the organized retail formats, people are moving out of their zone-based buying
behaviour and have significantly increased their spending at the malls.
This study covers the following objectives:
1. To determine and study the key factors that influence consumer behaviour towards
shopping malls.
2. To know and analyze the level of satisfaction of customers with regard to shopping malls
as one of modern retail format
3. To analyze consumers’ overall shopping experience in malls
4. To understand the mall management strategies followed by retailers or mall developers to
lure customers towards shopping malls.
1.5 SCOPE OF THE STUDY
The current study focuses on consumer behaviour towards shopping malls. The project
begins with information about the mall culture and the way it has changed the behaviour of
consumers’ towards shopping. Further, a review of literature related to behaviour of
consumers towards shopping malls has been mentioned in this project. This project covers the
research methodology & data collection tools used for the project. A complete analysis of
data collected has been done to reach a conclusion. Detailed information regarding the retail
industry and modern retail formats (shopping malls) has also been mentioned.
The focus of this project is on mall shoppers. Various factors affecting shopping behaviour of
consumers in shopping malls have been studied. Also the mall management strategies
adopted by mall developers/retailers to lure consumers have been studied.
A questionnaire was prepared which was based on different parameters to judge and
understand the consumer behaviour towards shopping malls. The project has been completed
in the span of three months and area covered for the study was Delhi only.
Lastly, this project helps us in understanding what exactly a customer looks while shopping
in malls. It gives an idea about the shopping pattern in malls and the strategies which are
essential for the retailers to attract customers towards shopping malls in this competitive
world.
1.6 RESEARCH LIMITATIONS
The limitations of the study are as follows:
The study was limited to Delhi only, thus it is not a very comprehensive study to
represent the whole of the economy. Size of the sample is 100, which is of course small in
comparison to entire population.
Since the responses were only from some parts of Delhi, the study cannot be generalized
for whole Delhi.
Time constraint also put a limitation on the number of respondents surveyed so the
sample may not be sufficient enough to generalize the study.
Due to reluctant nature of respondents, it was not easy to collect all the relevant
information from them.
It may be possible that the respondents may not have provided true information
Respondents may have given bias information.
There can be many interpretations and explanations to the data collected. This is an
empirical study and the research provides the explanation as understood by the researcher
only.
The data taken from the secondary source like internet, newspaper, books may lack some
proper explanation or may be not correctly interpreted.
Retail sector in itself is a big concept and it is quite difficult to focus on every part of it.
Unavailability of current statistics on shopping malls was another limitation.
REVIEW OF LITERATURE
REVIEW OF LITERATURE
For the purpose of this study, many research papers in different journals have been referred
to. Some of the most prominent ones are as follows:
Arora Shweta, Malhotra Vaishali and Rathi Priya, (2010), “Impact of Organized
Retailing on Unorganized Sector”, Journal of IPM Meerut, Vol. 11, No. 1, Pages 36-48
studied the impact of organized retailing on unorganized sector. The objective of their study
was to analyze the consumer behaviour towards organized and unorganized retailing in India,
their source of purchasing and the factors which influence their mall purchasing in India. The
researchers concluded with their study, that India’s organized and unorganized sector can co-
exist and flourish. The growth in India’s organized sector is due to change in consumer’s
behaviour. This change was the result of change in income, lifestyles. But in India it is quite
skeptical that organized sector will be ever able to overcome the unorganized retail
completely. The values, culture and beliefs prompt them to go to shop retail shops where they
can get cheap products.
Arslan Vural Tulin, Isigicok Erkan and Sezer Senkal Filiz, (2010), “Magnetism of
shopping malls on young Turkish consumers”, Young Consumers: Insight and ideas for
responsible marketers, Vol. 11, Issue 3, Pages 178-188 studied the reasons behind the
attractiveness of shopping malls for young consumers in turkey. They carried out their study
in few selected malls in Bursa, Turkey. They surveyed 621 young consumers aged 12-24.
The researchers found that five mall attractiveness factors according to young Turkish
consumers perceptive were- retail environment, leisure conditions, socializing in a secure
environment, accessibility and leisure.
Aykol Bilge, Özgen Özge and Tabak İlter Burcu, (2006), “High School Girl’s Shopping
Mall Experiences, Perceptions and Expectations – A Qualitative Study”, Ege Academic
Review, Vol. 6, Issue 1, Pages 107-120 focused on the expectation, experience and
perception of the high school girls to see what attracts them to malls. The objective of their
study was to identify image attributes of participants’ ideal shopping malls, shopping motives
and expectation of high school girls. They discovered that six factors related with the malls
were found to shape the girl’s expectations, experiences and perceptions. Those factors were
– merchandising, entertainment, atmosphere, location and accessibility, security and personal
service. Among the above stated factors, entertainment got the highest weight age.
Banerjee Mohua and Dasgupta Rajib, (2010), “Changing pattern of consumer
behaviour in Kolkata with advent of large format retail outlets”, The IUP Journal of
Marketing Management, Vol. 9, No. 4, Pages 57-80 tried to examine the changing
preferences of consumers in Kolkata . The basic objective behind their study is to analyze the
perceptual change in consumer frame of mind regarding the gradual acceptance of organized
modern retail formats i.e. Shopping Malls. The study conducted over the period July 2004-
March 2007. They discovered that the mall culture has gained acceptance and consumers are
frequently visiting the malls like the Gariahaat mall, INOX etc. Thus it can be opined from
their research study that the “mall culture” has brought about dramatic changes in the lifestyle
of Kolkata consumers. Nowadays people are changing their consumption habits and leisure
activities to lay the foundation for the organized retail industry.
Bansal Gautam and Singh Amrinder, (2008), “Study on Consumer Perception
Regarding Purchase of Products from Big Shopping malls”, Journal of IMS Group, Vol.
5, No. 2, Pages 13-23 studied the consumer perceptions regarding purchase of products from
big shopping malls in Ludhiana. This study included awareness level of Ludhiana citizens
regarding the shopping malls, and the factors influencing the customer’s decision to visit
shopping malls and their satisfaction. About 200 respondents were surveyed in the studies
who regularly visit to malls for purchase of goods. Quality of products, convenience, sales
promotion and availability of key different brands influenced consumers towards the
shopping malls. Shopping malls around the world share a basic line- look and feel. Thus, the
true measure of success depends on how rapidly consumers adopt themselves to new culture.
Eastlick Ann Mary, Lotz Sherry, L., Mishra Anubha and Shim Soyeon, (2010),
“Understanding Patrons’ Participation in Activities at entertainment malls”,
International Journal of Retail and Distribution, Vol. 38, Issue. 6, Pages 402-422 tried to
examine the factors contributing to participation in entertainment and shopping activities at
shopping malls. Their research study was conducted at two major entertainment shopping
malls located in major metropolitan areas in US states of Arizona and California. They
discovered that future patronages were most directly influenced by participation in mall
entertainment activities followed by shopping centers. The customers’ motivation to visit
malls was to have entertainment and shopping too. The research study demonstrated that mall
patrons do experience “flow –like” mood states which influence activity levels in pursuing
both mall entertainment and shopping.
Masha Sandeep and Singh Raghbir, (2010), “Consumer Preferences towards New
Retail Formats”, The Apeejay Journal of Management and Technology, Vol. 5, No. 2,
Pages 16-125 tried to investigate the factors behind the preferences of consumers towards
various modern retail formats. Various demographic variables like sex, age, income,
education, occupation, etc affect the preferences of the consumers but the researchers took
only two variables viz., age and income for their study. The choice of two variables was
based on the fact that the shopping behaviours of consumers differ over different age groups.
The behaviour of the consumers also differs with their needs and capacity to shop, which is
directly related to their income. Their study made comparison for indoor retail formats like
shopping malls, supermarkets, Hypermarkets, Departmental stores etc. with outdoor retail
formats like Tele marketing, Door- to- Door selling, Melas / Haats , Electronic shopping etc.
They discovered that Shopping Malls were the most preferred mode of indoor retailing
among consumers of all age groups but as compared to shopping outdoor, Melas/Haats are
the top preferred mode among the respondents. They also found that consumers with higher
income are more attracted towards shopping malls. The major factor that attracts consumers
towards shops in malls is the variety of products available, various discounts, and schemes
tempted them to visit malls.
Prakash Chandra Dash and Swaroop Chandra Sahoo, (2010), “Consumer Decision
Making Styles in Shopping malls - An Empirical Study In The Indian Context”, Indian
Journal of Marketing, Vol. 40, No. 8, Pages 25-30 tried to investigate the consumer decision
making styles in shopping malls and also to ascertain the variations in the consumer
decision making styles across different demographic variables. For their research study, they
adopted items from CSI (consumer style inventory) developed by Sproles and Kendall.
Sproles and Kendall identified nine decision making styles, while the researchers found only
six decision making styles in the Indian environment. The decision making styles that they
discovered were price consciousness, quality consciousness, recreational, confused by over
choice, novelty consciousness and variety seeking. This study did not confirm four
dimensions- fashion consciousness, brand consciousness, impulsiveness and brand
consciousness. They found in their study that single consumers are more price conscious than
married ones; Indian consumers were recreational in their shopping. They recommended with
help of their study that understanding of Indian mall shopper behaviour, with particular
reference to their decision making styles are crucial.
Rajagopal, (2009), “Growing shopping malls and behaviour of urban shoppers”,
Journal of Retail and Leisure Property, Vol. 8, No. 2, Pages 99-118 studied the impact of
growing congestion of shopping malls in urban areas of Mexico on shopping convenience
and shopping behaviour with regard to personality traits of shoppers affecting the preference
for shopping mall concerning store assortment, convenience, distance to malls, economic
advantage and leisure facilities. The result of the study revealed that the ambience, sales
promotions and comparative economic gains in the malls attract higher customer traffic to the
malls. It was found during this study, that urban shoppers visit shopping malls as leisure
centers to relax and spending long hours.
Srivastava, R.K., (2008), “Changing Retail scene in India”, International Journal of
Retail & Distribution Management, Vol. 36, Issue No. 9, Pages 714 – 721 studied that malls
in 2006 were more developed in the North and West part of India. Food, groceries and
apparel purchase by customers contributed to 52 percent. On average 75 percent of customers
spend about 1-3 hours in the mall. Malls with multiplexes such as cinema theatres, food
courts, and play places for children are becoming the centre for family outings. Small
retailers have improved their service to cater to Indian consumers, credit limits and home
services are helping them to hold on to their customers. Retailing focus is changing towards
satisfying the different hierarchy of needs of customers.
Verma Priyanka and Verma Rooble, (2008), “Retail marketing – A Challenging
Journey of an Epic Transformation”, Journal of IMS Group, Vol. 5, No. 2, Pages 64-72
focused on the changing face of the retail sector i.e. organized and unorganized sector and
proposed that the retail sector has played a phenomenal role throughout the world in
increasing productivity of consumer goods and services. This study talk about the challenges
with respect to retail industry like price, distribution channel, location, target customers, scale
of operations, competitors etc. and also emphasize on new retail formats like shopping malls,
department stores, hypermarkets/supermarkets etc.
RESEARCH METHODOLOGY
RESEARCH METHODOLORY
3.1 POPULATION
For the current study customers visiting selected shopping malls in Delhi have been covered.
A total of 122 respondents were approached. Out of these 122 respondents, 22 respondents
were uninterested in responding or were falling short of time, for which this analysis is being
made. Thus a sample of 100 respondents was taken finally for the study.
3.2 SAMPLING
It was not feasible to cover all the customers visiting shopping malls. So for the purpose of
this study 100 random customers were selected for the study. Convenience sampling method
has been used for selecting the sample.
3.3 DATA COLLECTION METHOD
For the study, both primary and secondary data were collected. For primary data, a structured
questionnaire was developed and administered to the respondents.
For secondary data, existing literature in form of magazines, papers, company literature,
book, journals, web sources were consulted.
3.4 DATA COLLECTION TOOL
To collect first hand/ primary data a structured, closed-ended, multiple choice questionnaire
was prepared and was administered the sample of respondents selected for the study.
Questions are related to general profile of respondents, attributes of shopping in malls,
customer satisfaction related to shopping in malls, problems faced by shoppers and overall
factors influencing shopping in malls.
3.5 DATA PRESENTATION TOOLS
In the project report the data is presented with the help of Bar Graphs, Pie Charts, Tables, etc.
These have been specifically used to present the data collected from respondents through
questionnaire.
INDUSTRY PROFILE
INDUSTERY PROFILE
4.1 RETAIL INDUSTRY – AN OVERVIEW
Retailing is not only an important aspect of the economic structure but very much a part of
our lives. Although trading of goods has been in existence since the olden days, it is only in
the recent past that the buying and selling of goods have become more of a formal and a
brand dominated activity. In fact, today retailing is evolving into a global, hi-tech business.
Nevertheless, the traditional forms of independently owned small businesses co-exist along
with the organized retailers like departmental stores, speciality stores, shopping complexes,
malls, large scale multiple chains, etc.
Organized retailing has emerged in a big way since 2000 onwards and with it, we are
witnessing the emergence of new forms of retailing. The retailers’ market can be segmented
on the basis of various retail formats to concentrate or focus on the needs of particular
consumer groups. Ultimately, this has led to the development of a very complex retail
environment. With the increase in competition in the retailing market, retailers are seeking
new consumer groups and new ways to tap this market. Some of the important reasons for the
growth in the consumer demand for retail outlets could be that there is a growing middle class
of consumers with high disposable income, rise in consumer aspiration level for global
lifestyle due to media exposure, etc.
The retail industry emerged in the US in the eighteenth century, restricted to general stores.
The modern retail industry is booming across the world. Revenues from retail sales in the US
alone stood at $4.48 trillion in 2007, according to a report by the US Census Bureau. The
retail industry is focused on the sale of goods or merchandise from a specific location for
direct consumption by the purchaser. North America is the home of most of the world’s
largest retailers, since the U.S. dominates the global retailing industry.
4.2 EVOLUTION OF THE INDIAN RETAIL SECTOR
The origins of retailing in India can be traced back to the emergence of Kirana stores and
mom-and-pop stores. These stores used to cater to the local people. Eventually the
government supported the rural retail and many indigenous franchise stores came up with the
help of Khadi & Village Industries Commission. The economy began to open up in the 1980s
resulting in the change of retailing. The first few companies to come up with retail chains
were in textile sector, for example, Bombay Dyeing, S Kumar's, Raymonds, etc. Later Titan
launched retail showrooms in the organized retail sector. With the passage of time new
entrants moved on from manufacturing to pure retailing.
Retail outlets such as Foodworld in FMCG, Planet M and Musicworld in Music, Crossword
in books entered the market before 1995. Shopping malls emerged in the urban areas giving a
world-class experience to the customers. Eventually hypermarkets and supermarkets
emerged. The evolution of the sector includes the continuous improvement in the supply
chain management, distribution channels, technology, back-end operations, etc. this would
finally lead to more of consolidation, mergers and acquisitions and huge investments.
4.3 RETAILING IN INDIA – CURRENT SCENARIO & FUTURE
PROSPECTS
Retailing is one of the pillars of the Indian economy and one of India’s largest industries,
accounting for over 10 percent of the country’s GDP and around 8 percent of employment.
Retailing is the most active and attractive sector of last decade and it has been present since
ages in our country. In the recent past it has witnessed so much dynamism. The emergence of
retailing in India has more to do with the increased purchasing power of buyers, especially
since post liberalization, there has been increase in product variety and increase in economies
of scale with the aid of modern supply and distribution solution. Indian retailing is at an
interesting crossroad. The retail sales are at the highest point in the history and new
technologies are improving retail productivity.
Retail sector is one of India's fastest growing sectors with a 5 per cent compounded annual
growth rate. India's huge middle class base and its untapped retail industry are key attractions
for global retail giants planning to enter newer markets driven by changing lifestyles, strong
income growth and favorable demographic pattern. It has emerged as one of the most
dynamic and fast paced industries with several players entering the market. The Indian retail
industry is valued at about $300 billion. The retail industry is an ever growing and changing
sector that caters to the dynamic needs to the consumers by providing merchandise at outlets
from where they can be purchased by the latter.
In today’s dynamic and shaky business world, the retail industry is constantly upgrading
itself. With an endless array of customer choices, fierce competitors, pervasive use of the
internet, and a complex global economy, retailers need to focus on finding ways to sustain
and grow their businesses. Traditional growth models that focused on rolling out more stores
and adding more product lines, no longer enjoy the return on investment they once did.
Successful retailers are those who are able to adapt and change to the environment and
develop new ways of serving customers, respecting the dynamics of current trends and
adapting accordingly. The major reason behind the low participation in the Indian retail
sector is the need for lumpy investments that cannot match up their break even points. The
government policies are being revised from time to time to attract investments in this sector.
It is expected that by 2016 modern retail industry in India will be worth US$ 175- 200 billion.
A further increase of 7-8% is expected in the industry of retail in India by growth in
consumerism in urban areas, rising incomes, and a steep rise in rural consumption. It has
further been predicted that the retailing industry in India will amount to US$ 21.5 billion by
2010 from the current size of US$ 7.5 billion.
Shopping in India has witnessed a revolution with the change in the consumer buying
behaviour and the whole format of shopping also altering. Industry of retail in India which
has become modern can be seen from the fact that there are multi- stored malls, huge
shopping centers, and sprawling complexes which offer food, shopping, and entertainment all
under the same roof.
India retail industry is expanding itself most aggressively; as a result a great demand for real
estate is being created. Indian retailers preferred means of expansion is to expand to other
regions and to increase the number of their outlets in a city. It is expected that by 2010, India
may have 600 new shopping centers.
In the Indian retailing industry, food is the most dominating sector and is growing at a rate of
9% annually. The branded food industry is trying to enter the India retail industry and convert
Indian consumers to branded food. Since at present 60% of the Indian grocery basket consists
of non- branded items. India retail industry is progressing well and for this to continue
retailers as well as the Indian government will have to make a combined effort.
The BMI India Retail Report for the first-quarter of 2011 forecasts that total retail sales will
grow from US$ 392.63 billion in 2011 to US$ 674.37 billion by 2014. Strong underlying
economic growth, population expansion, the increasing wealth of individuals and the rapid
construction of organized retail infrastructure are key factors behind the forecast growth.
4.4 CLASSIFICATION OF RETAIL INDUSTRY & TYPES OF RETAIL
FORMATS
India retail sector comprises of organized retail and unorganized retail sector. Traditionally
the retail market in India was largely unorganized; however with changing consumer
preferences, organized retail is gradually becoming popular.
India has more than 12 million retail outlets; they are small and greatly unorganized. In fact,
out of the entire retail sector in India, the organized sector is only 3-5 per cent and the rest is
unorganized. 96 per cent of the retail outlets are smaller in area than the standard norms.
The Retail Industry is divided into two sectors:
Organized Retail
Unorganized Retail
Organized retailing refers to trading activities undertaken by licensed retailers, that is, those
who are registered for sales tax, income tax, etc. Organized retail in India is expected to
grow at 25-30 per cent yearly and is expected to increase from `35, 000 crore in 2004-05 to
`109, 000 crore by 2010. The organized sector is largely concentrated in big cities. Organized
retail business in India is very small but has tremendous scope. This is despite the fact that
India is one of the biggest markets. Retail business contributes around 10-11 per cent of
GDP. India also has the largest number of retailers, about 12 million, though they are mostly
small. Most of the organized retailing in the country has just started recently, and has been
concentrated mainly in the metro cities. Organized retailing in India has a huge scope because
of the vast market and the growing consciousness of the consumer about product quality and
services. Organized retail only accounts for 3% of the total retail industry as yet and is
estimated to grow to $64 billion by the year 2015. As a result, the retailing space in the
country will also rise by 15-20% by 2010. 50 million sq ft of quality space under
development 7 major cities to account for 41 million sq ft development 300 malls, shopping
centre and multiplexes under construction To open 35 hypermarkets, 325 large department
stores, 1500 supermarkets and over 10,000 new outlets To add US $ 10 billion of business to
organized retail.
According to ASSOCHAM president, Anil K Agarwal, “The organized sector retailing is all
set to grow at much faster speed than unorganized sector and the higher growth speed will
alone be responsible for its higher market share which has been projected for $17 billion by
2010-11. Cities and metropolis in which retailing will show booming prospects include
Mumbai, Delhi, Chennai, Kolkata, Bangalore and Kanpur. The popular mode adopted for
building shopping malls in these cities will be based on build, operate, lease and sell basis.”
Organized retailing will grow faster than unorganized sector and the growth speed will be
responsible for its high market share, which is expected to be $ 17 billion by 2010-11. This
organized retail sector mix includes supermarkets, hypermarkets discounted stores and
specialty stores, departmental stores and shopping malls.
Unorganized retailing refers to the traditional formats of low-cost retailing, for example, the
local kirana shops, owner manned general stores, paan/beedi shops, convenience stores, hand
cart and pavement vendors, etc. In India, a shopkeeper of such kind of shops is usually
known as a dukandar. The unorganized retail sector includes the big, average and modest
grocery stores and the chemist shops. The unorganized segment still dominates and leads the
industry. By 2010, the Indian retailing sector is anticipated to become Rs. 12.5 trillion
markets. According to the report India Retail Sector Analysis (2006-2007) by RNCOS, the
total retail market is primarily focused in rural regions, which makes up 55% or US $ 165
billion of the overall retail market as opposed to urban segment, which represents 45% or
US$ 135 billion of the gross retail market. The rural market is spread over 627,000 villages,
even though its centre of attention is focused around a core group of 100,000 villages that
makes up 50 per cent of the rural population.
Table 4.1 Few Retail Formats in India
Format Description The Value Proposition
Branded Stores Exclusive showrooms either owned or franchised
out by a manufacturer.
Complete range available
for a given brand, certified
product quality.
Specialty
Stores
Focus on a specific consumer needs, carry most
of the brands available.
Greater choice to the
consumer, comparison
between brands is possible.
Department
Stores
Large stores having a wide variety of products,
organized into different departments such as
clothing, house wares, furniture, appliances, toys,
etc.
One stop shop catering to
varied / consumer needs.
Supermarkets Extremely large self-service retail outlets. One stop shop catering to
varied consumer needs.
Discount Stores Stores offering discounts on the retail price
through selling high volumes and reaping
economies of scale.
Low Prices.
Hyper-mart Larger than a supermarket, sometimes with a
warehouse appearance, generally located in
quieter parts of the city.
Low prices, vast choice
available including services
such as cafeterias.
Convenience
stores
Small self-service formats located in crowded
urban areas.
Convenient location and
extended operating hours.
Shopping Malls Enclosure having different formats of in-store
retailers, all under one roof.
Variety of shops available to
each other.
4.5 SHOPPING MALLS – MODERN RETAIL FORMATS
Malls are the largest form of organized retailing today. They are located mainly in metro
cities, in proximity to urban outskirts. But now a day’s across India Malls are developing.
Generally ranges from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping
experience with an amalgamation of product, service and entertainment, all under a common
roof. Examples include Shoppers Stop, Westside, and Pantaloon.
The new shopping malls that have been expanding their footprint across Indian cities are well
designed, built on international formats of retailing and integrated with entertainment and
restaurants to provide a complete family experience. Over 300 malls are expected to be built
over the next two years and most Indian cities with over a million populations will be
exposed to this modern method of retailing.
Shopping malls have existed in India since several decades but were designed and built to
house several shops in a single facility. These malls also known as Shopping Arcades offered
only rows of shops, most of which were small stores that promised bargains for their various
goods. These Shopping Arcades tried to maximize on their store space and did not offer any
areas for recreation and entertainment.
The present day malls are a creation of the past few years post 2000. They are designed
professionally using a lot of international experience and combine shopping with a lot of
brand building, recreation, food and entertainment. Malls also have a large format store that
serves as their anchor for shopping and a prominent restaurant that anchors the food needs of
visitors. Most malls also feature a multiplex cinema that offers entertainment to the visitors of
the mall. Overall the mall has architectural beauty and open spaces to allow visitors and
families to hang-out.
Shopping malls are an emerging trend in global arena. A shopping mall is the historical
adaption of the traditional market place. The mall is the collection of independent retail
stores, services and a parking area, which is conceived, constructed and maintained by a
separate management firm as a unit. The first shopping mall was the Country Club Plaza,
founded by the J. C. Nichols Company and opened near Kansas City in 1922. The first
enclosed mall called Southdale was opened in Edina, Minnesota in 1956. In 1980s, giant
megamalls were developed.
The shopping mall culture is rocking India –metros and now even the smaller towns are
buzzing with the mall mania. The concept of shopping has been altered completely with the
emergence of the shopping malls. The malls have become a sensation in terms of changing
lifestyle of Indians- the way they are shopping and socializing Consumers wanted a better
shopping experience and this demand gave rise to the emergence of shopping malls in India.
In this age of mass production and mass consumption, the concept of shopping malls is the
most modern method of attracting consumers. Shopping is no longer limited to a mere buying
activity; it has become synonymous with splurging time and money. Shopping malls cater to
the demands of consumers by offering them- comfort, entertainment under one roof and food.
The inclusion of all these facilities, make shopping malls popular all over world and
especially so in India.
Malls are the largest form of organized retailing today. They are located mainly in metro
cities, in proximity to urban outskirts. But now a day’s across India Malls are developing.
Generally ranges from 60,000 sq ft to 7, 00,000 sq ft and above. They lend an ideal shopping
experience with an amalgamation of product, service and entertainment, all under a common
roof. Mall culture in India and especially in Delhi has grown with an incredible pace. Just a
few years back, people had to make a choice among shopping, movies or hanging out on a
holiday but thanks to our malls, all these jobs can be performed at the same time, under the
same roof and that too with a wonderful experience. It is basically the experience and not the
intention that counts when it comes to malls.
All shopping malls have some or all of these features: food court, movie theaters, customer
service/information desk, security, stroller rental, "anchor stores" (big department stores like
Sears, Macys or Bloomingdales in the US, Shoppers Stop, Lifestyle or Pantaloons in India),
play areas, recreation areas, kiosks, vending machines and ATMs.
Often, inside the Mall, it is impossible to tell which country you are in. They all look plush,
with shiny floors, lots of glass, bright lights and escalators. One design feature they share is
that stairs and escalators for different floors are always located some distance apart. One
invariably has to walk through part of a floor to get to the escalator for the level one want to
reach. In all likelihood, malls are so designed to ensure that consumers walk around to see
more stuff. The more merchandise they see, the more likely they will be to make that impulse
purchase
Shopping mall has become part of a ‘way of life’. The place is a destination frequented by
many levels and age groups of people during leisure time and weekends. The intentions of
going to the mall now are no longer confined to shopping for necessities in terms of foods
and clothes but have expanded to the act of seeking for leisure satisfaction. The reason being
that leisure in form of shopping can be achieved rather easily as it can be done casually and
quite frequently without much planning and collective agreement among a group of people.
4.6 PROSPECTS OF SHOPPING MALLS IN INDIA
Introduction of malls has not been able to replace traditional markets, which are still popular
among the pocket conscious people, but has definitely added a new adventure to the shopping
experience. The retail business in India is set to witness heady growth in the years ahead.
The country has some 100 malls now, with the National Capital Region (NCR) and Mumbai
accounting for maximum numbers of the gleaming shopping centers, says a study by the
Images fashion magazine. The retail sector will see over 34 million sq ft of shopping centre
space by the year end, said the report on shopping centre development in India.
According to Images, there are a total of 96 operational malls in India with a total built-up
area of 21.6 million sq ft. The number will rise to 158 malls by the end of the current year.
Organized retailing is projected to grow at the rate of 25-30 per cent per annum to touch $24
billion by 2010, said the Images study.
Investments in the retail sector are estimated at between $400 million and $500 million over
the next two to three years and over $4 billion by the end of 2010. The retail industry in India
is currently estimated at $205 billion, which is likely to grow at a rate of five percent per
annum in the coming years
4.7 SWOT ANALYSIS OF SHOPPING MALLS AS MODERN RETAIL
FORMATS
STRENGTHS
Number of earning members have increased in family, thus rise in disposable income of
the people and have shifted their preference towards shopping at malls.
Shopping at malls is easy and convenient for people as they have access to everything
under one roof.
Rapid urbanization is major contributor to the acceptance of mall culture.
Availability of labor in abundance at cheap wage rate.
Changing consumer habits and lifestyles of people is the major factor that attracts more
footfalls.
With the availability of different modes of payment like cash, plastic card revolution etc
has made the task easier.
The greater availability of quality retail space for the establishment.
It is technology that helps the organized retail formats to score over the unorganized retail
formats. Successful mall retailers today work closely with their vendors to predict
consumer demand, shorten lead times, reduce inventory holding and ultimately save cost.
WEAKNESSES
Numerous license, permits and registration requirement and other policies related issues.
Lack of trained personnel and inadequate human resources at all.
Organized retail sectors pays high rate of taxes as compared to small retail business.
Stringent employment and industry laws set by government
Constant changes in consumer preference are faced by mall managers and therefore
supply chain and distribution channels require a constant check.
Some people are not acquainted to the modern retail formats, thus they may prefer
unorganized formats over organized formats.
Customer Loyalty: Retail chains are yet to settle down with the proper merchandise mix
for the mall outlets. Since the stand-alone outlets were established long time back, so they
have stabilized in terms of footfalls & merchandise mix and thus have a higher customer
loyalty base
OPPORTUNITIES
The Indian middle class is already `30 crore & is projected to grow to over `60 Crore by
2010 making India one of the largest consumer markets of the world.
Organized retail is only 3% of the total retailing market in India. It is estimated to grow at
the rate of 25-30% p.a. and reach `100,000 crore by 2010.
In India it has been found out that the top 6 cities contribute for 66% of total organized
retailing. While the metros have already been exploited, the focus has now been shifted
towards the tier-II cities. The 'retail boom', 85% of which has so far been concentrated in
the metros is beginning to percolate down to these smaller cities and towns. The
contribution of these tier-II cities to total organized retailing sales is expected to grow to
20-25%.
Rural retail is also catching up slowly. India's huge rural population has caught the eye of
the retailers looking for new areas of growth. ITC launched India's first rural mall
“Chaupal Saga” offering a diverse range of products from FMCG to electronic goods to
automobiles, attempting to provide farmers a one-stop destination for all their needs.
There is much potential for investment in the organized sector.
It is one of the organized format which carry high growth potential and fastest growing
format.
THREATS
Inflation decreases the purchasing power of money, which will reduce the spending of
consumers at malls.
Consumer’s personal choice for one particular mall can be a threat for others.
Lack of differentiation among the malls that are coming with every possible trait.
Lack of stock availability in stores can turn out to have negative perception in mind of
consumers.
New entry of other players may also emerge in the near future.
Shopping culture has not developed in India as yet. Even now malls are just a place to
hang around with family and friends and largely confined to window-shopping.
If the unorganized retailers are put together, they are parallel to a large supermarket with
no or little overheads, high degree of flexibility in merchandise, display, prices and
turnover.
4.8 KEY SHOPPING MALLS IN DELHI
Delhi is slowly catching up with rest of the world in terms of market openness and
globalization. It's been only a decade and half and the signs can be seen in cities. Shopping
Malls are the visible witness of that change. Wherever you go in Delhi, you will find some or
other glittering mall. Due to the emergence of the 'Great Indian Middle Class', the country is
witnessing a kind of retail revolution and shopping malls are coming up like mushrooms, to
cash in that revolution. Few years back west Delhi had not even a single shopping mall but
today you will a mall here after every 5Km ,same is the case with all other parts of the city.
The shopping malls in Delhi represent the ultimate cure in retail therapy
The key shopping malls in Delhi are:
CROSS RIVER MALL
Cross river mall is a dream venture of Suncity Projects Pvt. Ltd. It was built in 2007 and has
redefined the business of large format retailing in East Delhi. The Mall houses top-of-the-line
brands in fashion, lifestyle, food & beverage, entertainment and leisure, all encased in a
world class mega ambience that replicates the best of replicates international retail practices.
It is located in the heart of Shahdara's Business District. This 2.5 lakh sq. feet mall gives a
new genre of cutting edge retail and entertainment experience to over 4.5 million urban
consumers from the area and other parts of the Capital and the NCR.
The Crossriver Mall is an extraordinary structure flaunting superb designs in high quality
heat-reflective glass, marble, steel and granite. The Mall arcs over 12,380 metres which flows
across 800 feet in sleek lines coupled with mind blowing landscaping and lighting. A 150 feet
wide road to the front and an 800-feet common frontage lends the plot a distinct locational
advantage.
The mall is the viable mix of retail, entertainment and commercial attractions for consumers
and potential investors alike, with four floors containing carefully demarcated sections for
shopping, entertainment, leisure, all accompanied by strategic branding opportunities.
Features:
23226 sq. meters area for retail & leisure.
Centrally air conditioned 2323 sq. meter atrium.
25,000 sq. ft. food court
Four screen Multiplex cinema by Fun Republic.
Two level basement parking for over 700 vehicles.
Integrated HVAC system, rain water harvesting system.
Fire detection and fire lighting systems.
Integrated building management systems.
Modern elevators and escalators.
500 vehicles can be accommodated in the two-level basement parking area in the surface
and basement parking in the mall
Brands at Cross River Mall - Delhi
Action, Allen Solly, Anmol Suits, Baskin 31 Robbins, Bizarre, Book Shoppe, Bossini,
Carmichael House, Catmoss, Chicking, Citizen, Cotton by Century, CTC Mallet, Diwan
Sahib, Dosa Junction, Doyal Opticals, Eleven O Eleven, Excalibur, Flemming Work, Fun
Cinemas, Gini & jony, Hallmark, Java Green, Kabab Gallery, Kappa Kavitras, Kavitras
Saree, Keune The Saloon, Killer, Koppo, Koutons, Levis, Lilliput, Louis Philippe, Mardigras,
Mc Donald, Meena Bazaar, Nike, Panna Sarees, Pantaloons, Papa Jones, Pepe Jeans, Peter
England, Portland, Priknit, Provogue, RBK, Reid & Taylor, Rich Look, Ritu Kumar, Satya
Paul, Sony, Srimathi, Study Janak, Stupid Cupid, Tamanna, Tycoon, Uni Sex, Usi, Van
Heusen, Vedha Collection, VIP, VIP Happy Journey, Woodland, World of Titan, Yummy
Yok.
WEST GATE MALL
West Gate Mall is a shopping mall located in Shivaji Place District Centre. It was developed
by the Today Homes Group in 2007. The mall has five floors plus two levels of basement
parking and is currently the largest mall in Shivaji Place. The mall has three anchor stores
which include Pantaloons and Marks & Spencer along with stores representing many major
international brands of clothes and apparels including United Colors of Benetton, Lacoste,
Next, Guess, Adidas, Reebok, Nike, Van. The shopping mall has something for every kind of
shopper and is really exhaustive with the number of brands and products it houses. The mall
has entertainment facilities by Movie Time cinemas that play some of the most happening
films in town. They also have a range of restaurants names such as Papa Jones, Golden
Dragon, TGI Fridays, Toast, Moti Mahal, Ambrosia and American Hot. With so much on
offer, West Gate Mall makes for a wonderful visit any time of the day. The Rajouri Garden
metro station is also nearby. This mall serves as one of the destination points for the localities
nearby, such as Punjabi Bagh, Rajouri Garden, Tilak Nagar,Mansarovar Garden, Kirti Nagar,
Paschim Vihar and Patel Nagar. West Gate Mall is pretty large, having 2 levels of basement
parking (although there is a huge open air parking just next to the mall that is preferred by
most people), and also has 6-7 movie halls located on the top floor. In between the basement
and the top floor, there are a large number of shops and eating joints that draw a number of
people
Clothing/Accessories shops
United Colors of Benetton, Lacoste, Next, Guess, Adidas, Reebok, Nike, Van Heusen,
Levi’s, Jockey, Franco Leene, Urban 10, Taniya Khanuja, BE ME, Leela’s Studio, Lyallpur
Instyle, Art Karat, Etam, Max Fashion Retail, Allen Solly, Lee, Straps, Freiburg, Shaw
Brothers, Just She, G & B Fashion Pvt. Ltd, Bossini, Arrow, Latin Quarters, Planet Retail
Holdings Pvt. Ltd, Lacoste, Puma, Kipling, Portland, GFO, Dremz, Mark and Spencer, Kazo,
Pepe, Satya Paul, Pantaloon, etc
Restaurants
Food Court, TGIF, Ambrosia, Freeze (a luxury bar with the temperature at -10 Celsius), Papa
Jones, Golden Dragon, Toast, Moti Mahal, American Hot, Quik Bites
Miscellaneous
Elvy Lifestyle Private Limited, World of Titan, Aryan Lifestyle Private Limited, Ambience,
Gelato Vittorio, The Mobile Store, Food Bazaar, The Body Shop etc.
NORTH SQUARE MALL
North Square Mall located in North Delhi, is a project undertaken by Suncity Projects Pvt.
Ltd. It was built in 2007. As a salutation to womanhood the ‘North Square Mall’ is the first
of its kind a Woman’s Mall in North Delhi. This mall offers great ambience, panache and
ease of shopping which every individual craves for. North Square Mall is strategically located
on a 77 acre commercial hub of North West Delhi, known as Netaji Subhash Place, Wazirpur
District Center, Pitampura. The said mall has huge catchment area catering to the population
of Shalimar Bagh, Prashant Vihar, Ashok Vihar, Pitampura, Rohini etc. The mall became
operational in 2006.
Features:
Superior design and efficient space planning
Centrally air conditioned environs
Ample systematic parking for over 400 vehicles
Complete power back up facility
3-screen multiplex by 'Fun Republic'
Multi cuisine restaurants
Kids play area
SELECT CITYWALK
Select Citywalk, is a vibrant, upscale, unique shopping & leisure environment in the heart of
South Delhi, Saket. Select Citywalk was promoted by Select Infrastructure Pvt. Ltd., a joint
venture between the Select Group, Pioneers in the travel & tourism Industry and the Aarone
Group, niche Delhi based developers in 2007. Housing, some of the most exciting Indian &
International brands under one roof, it combines luxury and high street shopping, together
with destination cafes, bistros, restaurants and bars. Select Citywalk, offers the experience of
blending in a modern, cutting edge shopping experience with the irresistible charm of a laid
back walk, through the city square. Select Citywalk, spread over 6 acres in the heart of posh
South Delhi, Saket; comprises of a gorgeous shopping podium, Serviced Apartments, a 6-
screen, upscale PVR Premiere, destination restaurants, cafes, bistros and bars, with parking
for approximately 2,000 cars.
More than just the ultimate shopping destination, Select Citwalk treats guests to a sensory
experience & provides integrated, high quality infrastructural facilities at par with
international standards. Breathtaking architecture creates a distinct environment that exceeds
all expectations. Elders & Physically Challenged, Children’s Play Area, Parking spread
across 3 levels, Travel Desk, Business Centre, Gift Wrapping are offered to enhance the
shopping experience. Amenities such as Optional Valet Parking, Foreign Currency Exchange,
Driver Lounges & Basement Restrooms, Doctor on Call and Infirmary are available.
Services Offered
Florist
ATM
Pharmacy
Foreign Exchange
Baggage Counter (PVR Cinemas)
Privileged Parking Senior Citizen
Privileged Parking Pregnant Women
Gift Wrapping
Entertainment
Handicap Assistance
Feeding Room
Rent a Stroller
Nail Bar/Saloon
First Aid
Styling Services
LIVING STYLE MALL
Living Style Mall is a world-class shopping mall equipped with the facilities of international
standards. It is built by Apex-Builtech Ltd. It is located at Jasola , South Delhi. The mall is
the paradigm of prosperity that the real estate industry has witnessed in the recent years. It
was built in 2010.It is strategically designed in order to cater to the needs of the people living
in modern societies. The mall is enriched with all the ultramodern facilities. Rich
construction specifications will make it a truly global structure. Every aspect of the mall will
be astounding. Utmost attention is given in the designing of the interior of the mall so that it
can attract the attention of everyone. Living Style Mall is going to be the hub of most of the
renowned brands where the people will have an all-new experience.
The convenient location of the mall is the greatest advantage. It is connected to most of the
posh areas of Delhi and NCR. It is easily accessible from Noida through Kalindi Kunj. It is
also well connected to New Friend’s Colony, Nehru Place and Mathura Road. This shopping
mall is encompassed by the colonies of thousands of potential customers. About 3 million
people are residing in surrounding areas like Sarita Vihar, Noida, East of Kailash, Greater
Kailash-I, Greater Kailash – II, Panchsheel Enclave, Chirag Delhi etc. The populations of
these areas are growing rapidly creating more and more potential customers of this
ultramodern Living Style Mall.
Features:
Located at posh South Delhi
State-of-the-art structure
Three side on ground and) One level basement parking
24 hours CCTV security surveillance
45 meters wide road
100% power back-up
Round-the-clock security
Centrally air-conditioned with energy efficient chillers
World-class mall management
DLF EMPORIO
DLF Emporio is a shopping mall situated in Vasant Kunj, New Delhi. It is one of the first
truly zoned luxury malls to open in India. It is also one of the most expensive malls in the
country with rental rates of Rs.900-Rs.1,000 per sq. ft. per month . The mall has been
designed by architects Mohit Gujral and Chandu Chadha in Italian marble, burnished wood,
and gleaming brass detailing. It has five floors and comprises an area of 320,000-square-foot
(30,000 m2). The mall features over 170 brands including 75 International Brands. It was
developed by DLF Universal and opened in August 2008. Recently the promoters also
opened a 180 seater high end restaurant called SET’Z with a bar; lounge and section style
seating serving 7 International cuisines. Famous brands includes like DKNY, Emporio
Armani, Satya Paul, Versace, Gucci, H2O Cue, SET’Z-Restaurant & Bar etc.
Hands Free Shopping - Now at DLF Emporio, we don't even have to carry your own
shopping. Their hands free Shopping service makes shopping a pleasure whilst you continue
Shopping, eating or catching up with friends. Register for their complementary Hands Free
Shopping Services at the Concierge Desk on Ground floor & shop stress free. Have your bags
carried to your car by a team of dedicated Bell Boys.
Valet Parking - If you are running short of time, book Valet Parking Services. Drop off your
car keys and they will find you a space while you enjoy shopping.
Personal Stylists - you can expert shopping advice with a consultation from their Personal
Stylists team.
The mall features many international luxury brands like Louis Vuitton, Christian Dior, Fendi,
Armani, Dolce & Gabbana, Cartier, Alfred Dunhill, Versace, Hugo Boss, Escada,Tod's, Paul
Smith and the watch brands Piguet, Chopard and IWC.Many of these luxury brands are
appearing for the first time in India. The mall also features 34 top Indian designers as well.
The mall also includes fine dining restaurants, a spa, a salon and a member’s club.There will
be a signature luxury restaurant designed by top Japanese designers.
CITY SQUARE MALL
City Square Mall is a medium sized mall in Rajouri Garden. Located in Shivaji District
Centre, close to the metro station, City Square Mall was developed by the MGF Group in
2009, which has constructed many malls in the Gurgaon area. The main feature of this mall is
its large lifestyle department store. There are branded stores at the mall likeW,Nike and KFC,
United Colours of Benetton, Dockers, Republic of Chicken, Punjabi by Nature, Koutons,
Time Factory, Cantabil, Lifestyle, Numero Uno, Levis, Archies, Lilliput, Yo China, Bausch
and Lomb, Rock port, Lee Cooper, Woodland, W, Nestle, Pizza Hut, Quality Walls, Bose and
Royal Sporting House among others.. The food court on the top floor is a great place to sit
around and hang out with your friends. Games like air hockey, trampoline and rides for kids
are also available outside the mall in a separate area
DLF GALLERIA
DLF Galleria - Shopping Mall located at Mayur Vihar District Centre, East Delhi, is a project
developed by DLF Group and was built in 2010. It is a retail complex shopping mall, strongly
positioned to tap the emergent market of East Delhi. Vantage location coupled with excellent
connectivity to immediate and surrounding areas will be a critical success factor for this mall.
In addition, the upcoming Commonwealth Games Village Complex in the vicinity will help
catalyze rapid development in terms of infrastructure, connectivity and amenities. All these
factors would contribute to the transformation of Mayur Vihar into a satellite town in the
league of Gurgaon and Noida.
Features & Benefits:
Area: The Area of the ‘DLF Galleria Mall’ comprises of near about 1.5 lakh sq. ft.
Components: The Components include - Retail arcade, a hypermarket and gourmet
outlets.
Vehicular Access: The ‘DLF Galleria’ has vehicular access to roads like - Noida link
Road.
Anchor Store: Anchor Stores like Sabka Bazar and The Home Store.
Number of Floors: The ‘DLF Galleria’ has Ground Floor and additional 2 floors.
Parking: Sufficient parking space with Surface parking of 500 cars (Approx.).
Traffic movement: The traffic movement is well controlled through the installation of
Escalators and Elevators in the Mall.
Architect: The ‘DLF Galleria’ has distinctive architectural design by renowned architect
Shri. Mohit Gujral.
EAST DELHI MALL (EDM)
East Delhi mall has been designed as the perfect family destination encompassing all the
needs of today’s families. It was developed by CCPL Developers Pvt. Ltd in 2005. East
Delhi Mall is a unique attempt, offering best in shopping, fine dining and entertainment. It
has an air conditioned and a smoke free environment, facilitated by a network of elevators
and escalators backed up by electronically manned/computer operated security system. The
Mall has established a name in east Delhi, being the pioneer in opening of a good shopping
complex and an entertainment era along with EDM Hatt for handicraft and handloom
weavers to exhibit their product to the public particularly in the eastern region of Delhi and
around Delhi habitants. It is catering to needs of affluent residential colonies including
upper/middle class neighbor-hoods with high disposable income. intending to be a modern
day market place, the mall is offering a diversified range of product to the consumers through
brand leaders such as McDonalds, Pizza Hut, Arches, Meena Bazaar, lilliput, Bruno-Manetti,
Café Coffee Day, Plant M, Kwality Express, Fortune Cookies, Oswal (AO Brand), Lee
Cooper, Madhura Garments, Zodiac, Numero Uno, Raymond’s, BIBA, Adidas, and variety of
commodities available under one roof The anchor “BIG BAZAR” which has already attracted
a lot of customers.
The Shopping Zone
Spread over three floors the Shopping Zone houses a Big Bazaar Department Store and
Specialty Stores with leading names such as Cantabil, Spykar, Catmoss etc.
The Entertainment Zone
Spread over 50,000 sq.ft., it houses a three screen multiplex (PVR), an entertainment area
comprising of children's play area, virtual reality game stations internal children's play land
and a large multi-cuisine Food Court. Big names like Pizza Hut, McDonalds, Cafe Coffee
Day, etc. are already in.
The Banquet and Hotel Zone
The Banquet and Hotel Zones have been designed with an emphasis on privacy. The Banquet
halls have a covered area of 24,000 sq.ft., with an open terrace of 20,000 sq.ft.
The scientifically designed two level basement parking space and surface level parking space
both inside and outside the complex can together accommodate as many as 700 cars and 300
two wheelers.
THE AEZ SQUARE
The AEZ Square at Delhi is situated in Vikaspuri in West Delhi. It is the latest venture of the
AEZ Group, a leading name in the Indian real estate area. Their commercial structures and
modern residential and retail complexes are known to set standards in architectural plans,
designs and construction quality. The AEZ Square mall at Delhi offers exclusive dining,
shopping, leisure and entertainment options to a population of 3 million people having
considerable disposable income.
The AEZ Square mall offers a total entertainment package for shopaholics with a plethora of
choices, be it shopping, eating out and gaming for kids or an evening outing for adults. Music
lovers can spend time at Music World, young lovers can leaf through the latest cards at
Archies’' Gallery while those in need of some beauty treatment can visit Shahnaz Hussain’s.
The AEZ Square also offers film regulars a chance to catch up with the latest movie at PVR
Vikaspuri, one of Delhi's most popular theaters. The shopping mall also houses a number of
restaurants, of which the most popular hangouts are McDonald’s and Pizza Corner.
Facilities offered are food courts, restaurants, coffee shops and pubs, Apparel and toys, Home
appliances and many others.
EROS METRO MALL
EROS METRO MALL Dwarka, Delhi, is a Dwarka's first world - class shopping mall. It was
constructed by the Eros Group, a renowned name in the real estate business for over 60 year
in 2008. This fast-growing sub-city south-west of Delhi has been created with a focus on the
future with eventually 29 sectors covering on area of 5648 hectares; Dwarka will house a
population of around 10 lakhs. In these resident-friendly environs, 20% of the area has been
dedicated to greenery, and main roads are wider to facilitate movement. Eros has chosen this
high-demand suburb for its one-of-a-kind retail destination opposite Sector 14 metro station.
Eros Metro Mall will be the very first modern, all facilities retail park at Dwarka. It has a
well-conceived design comprising exclusive retail space built around an atrium. Most
significantly, it will offer a contemporary, elite environment complete with contemporary
conveniences, exuding an international ambience.
Features:
2 levels of car parking with ample ground level parking
100% power back-up
Water bodies and fountains with terrace garden
Central air-conditioning & hi-tech security system
Located on wide roads right opposite sector 14 metro station, Dwarka.
MALL MANAGEMENT STRATEGIES
MALL MANAGEMENT STRATEGY
Mall management strategy is a whole process of enhancing customer traffic, sharing costs
and increasing the profit margins. The mall management strategy is built on the basic idea of
interdependence between the Mall and the Retailer. It focuses on the business benefits that
can accrue out of collaborated business management between the Mall Developers and the
Retailers. Mall investments are significant and require a break-even horizon of anywhere
from 5 to 10 years. To sustain interest in a mall for that period of time requires serious
thought and long-term planning. Some of the key long-term strategic imperatives of
establishing a successful mall are.
Strategic Perspectives: Sharing the Burden-Collaborative Management
If we look at the customer's perspective, there are two major benefits that every customer
seeks out of shopping in a Mall. One is an overall experience and the other is a whole variety
of goods under one roof. These two expectations cannot be met satisfactorily either by the
Mall developer or the Retailer. But if roles are clearly defined and each one develops a core
competence, then a fantastic synergy can arise between the two parties. The Mall and the
Retailer should work out a strategy where the Mall focuses on enhancing the overall
experience and the Retailer focuses on the delivering a good variety of products. To
formalize this association, there would have to be a clear definition of expectations and most
importantly sharing of profits.
To summarize, the nature of collaboration would be:
Redefinition of relationship between malls and retailers. It is no more the tenant landlord
relationship that existed traditionally. Both need to consider each other as partners or
associates, where one party’s growth is greatly dependent on the other.
Malls and Retailers work together to offer the Customers the complete experience. This
complete experience would include products that can offer value for money on the one
hand and attractive entertainment on the other hand.
Through mutual discussions, collaborative strategy is defined and areas of core
competence are identified. Each one seeks to improve and perfect the specific area of
Competence. For e.g. Mall Developer could take up the responsibility of organizing
promotions, while the retailer plans the merchandise according to the promotions
requirements.
Pulling in the Customers
The biggest benefit of this strategy would be in facilitating enhanced customer traffic.
Internationally Malls are supposed to be places of entertainment. For e.g. Malls in Germany,
U.S.A offer round the clock entertainment services either in terms of carnivals, music shows
or events. Mall developers should organize regular events which have the capability of
attracting huge masses of audience, which would benefit the occupant retailers hugely.
Although while undertaking such events a few things would have to be kept in mind:
The events would have to be organized in such a way that Malls do not become merely
places of entertainment and buying becomes occasional. In such a case the whole point of
organizing these events would be lost. This problem can be tackled by associating a major
percentage of the events with direct purchases. Retailers could be intimated about the
promotion beforehand so that the retailers organize their merchandise accordingly. Mall
developers should come up with a “Mall Events Calendar”.
Another thing that the Mall developer needs to be convinced about is the benefit of
investing in these promotional events. While on the face of it Mall developers might feel
that there are no tangible benefits in undertaking such events, such an assumption is far
from reality. Promotion events not only increase the popularity of the Mall, they also
increase the value of the space available in the mall. A mall which is more popular would
definitely attract better brands at better prices.
In any case to tackle the apprehension of the Mall developers the retailers and the mall
developers would have to work out a financial strategy which creates sharing of the costs, the
benefits and at the same time does justice to both parties involved.
Strategic Planning for Merchandise
The Mall management would also have to restructure the way products are sold in their malls.
One of the ways could be to create mini-malls within malls. For e.g. all stores in related
categories could be placed in close proximity, so as to provide a better variety to the
customers and at the same time increase impulse within the stores. Thus Apparel stores,
Accessories stores and Shoes stores could be placed together and thus create complete
segments of related products within the Mall. The malls could organize specific promotion
events for these sections or categories.
Another way of Collaborated Merchandise Planning would be by keeping the Retailers
informed about Mall Events Calendar, so that retailers can respond to the promotions by
bringing about slight modifications in their product mix for that particular period. This way
the retailer benefits as well as the Mall Developer.
Developing the Team
To support these futuristic ideas of mall management, a competent team would need to be
developed which is fully devoted to these aspects, whose primary focus is to be in touch with
the customers psyche and constantly innovate promotion schemes. The team should ideally
have a two three representatives who are reporting to one person. Each of these
representatives may hold accounts of occupant retailers. Their primary responsibility would
be to coordinate with these retailers and derive business out of them. At the same time it
would also be essential for them to be in touch with their requirements. The team would also
include traditional roles such as Marketing, Housekeeping etc.
Have a balanced tenant mix
Source: www.cedar-consulting.com
Figure: 5.1
A well-planned and executed tenant mix can help a mall sustain its “destination” status even
in the face of ferocious competition. The objective of a tent mix strategy is to maintain the
delicate balance between diversified product and service offering and revenue imperatives of
the leasing business. Jewelry and food tenants typically pay the highest rentals while
occupying the least rental area. Books, Music, Apparel and Footwear pay the next highest
rentals while anchors such as departmental stores pay 25-30% of the sq. ft. rentals of the in-
line stores. Maintaining a balance between entertainment, food and retail space is equally
important to ensure that lack of sufficient options of any one of these does not become a
differentiating sector in a mall-visit decision. A mall visitor would find it excruciatingly
painful to spend an entire day in a mall only browsing shops. An entertainment break can
increase the customary two to three hour mall visit to the food court or another look at the
new jewelry shop. In the Indian context families are a large target segment and absence of an
adequate children’s play area or a senior citizen’s resting area can be decisive in a mall visit
decision. Malls also need to balance between the relatively modest price and high range
option of the food court with specialized and maybe high priced restaurants.
Working out the Financials
Innovative ideas are of no use if they do not make business sense. Without a feasible
financial strategy to backup, the strategy would be a failure.
While financial strategies would always be specific to the Mall and Retailers, this strategy in
its basic form incorporates the following strategies:
Sharing of expenses between the Retailer and Mall would be undertaken. Possibilities
include a fixed fee to be paid by all the Retailers to the Mall developer. This fee would be
over and above the rentals being paid already. As a justification to the costs the strategic
team may be held accountable for either footfalls or certain minimum number of events in
a year. Since these events would always be held in consultation with the Retailer, retailer
would stand to benefit directly from these events.
Another strategy for financial collaboration could be by way of Revenue sharing. The
Mall developer gets cut out of the revenues of the Retailers during a specific promotion.
Parking
An often ignored part of long-term mall strategy is parking. Malls that target middle to upper
middle class consumers have to provide adequate parking for visitors. Absence of adequate
parking can cause visitors to be turned away frequently. This can reduce mall loyalty besides
revenue loss. At least 200 parking spaces need to be provided for. This is rarely the case
especially in cities such as Mumbai and Delhi because in such cities this can be a difficult
proposition to meet and can make projects financially unviable. However all mall strategies
can be of no use if parking is inadequate and customer is turned away from the gate by the
security guard.
Apart from these key strategies, a mall strategy will also include zoning of tenants, mall
maintenance strategy, competitive positioning, promotion and marketing strategy for the
entire mall off and during festival seasons. Mall managements also need to manage mall-wide
tenant behaviour. To ensure mall visitors know where they stand in terms of mall timings,
malls should have standard opening and closing times for all tenants – with entertainment and
food zones being the exception only.
Mall management should conduct following activities in order to attract people:
Promotional events- many brands promote their products or goods by displaying them in
malls like car promotions, movies, credit cards etc. which provide them an edge over
other malls.
Conducting workshops like radio jockey workshop, robotics, photography, kids carnival
and many other.
Live shows- live performance by bands attract the youth, which visit malls maximum
number of times.
Sales carnivals- Flat 50% on apparels, shoes etc draw more consumers towards malls.
Conducting fashion shows can help in pulling more number of people.
Activities like shop & win weekend couple candle light dinner, movie tickets etc
Frequent visit made by celebrities catch the attentions of people.
Makeovers done by Maybelline are one of the tools adopted by malls in order to draw
girls and thereby making them aware about the products they offer.
Although there are many malls that have mushroomed in the Indian context, the market is
still ripe with opportunity. This is reflected in the famous quote of John Wooden, “It is not so
important who starts the game but who finishes it.”
FINDINGS & ANALYSIS
FINDING ANALAYES
6.1 GENERAL FINDINGS
The foremost factors that motivate an individual to choose mall over other retail formats
are One roof arrangements, Global Brands available, Wide Range of Products and
Ambience & Quality
Overall shopping experience at malls is far better in comparison to other formats.
Consumers are satisfied with the promotional tools adopted by malls like coupons,
membership cards, premium and contests. Earlier malls were initially visited by
consumers who would familiarize themselves with the mall culture but now, with passage
of time, visits by regular users have consistently increased at the malls.
Difficulty in finding a specific product and problem of choice are major problems faced
by consumers.
Overall impression regarding shopping mall is enthusiastic and positive.
Consumers prefer shopping malls over other retail formats because of one roof
arrangements. Availability of food, shopping and entertainment at one place is the main
factor that has changed the consumer behaviour towards shopping malls.
Key purchase items include clothing/accessories/shoes & computer/electronics/software.
Factors like technology for faster billing, sufficient open space, customization of
products, access to global brands, direction marks, waiting and sitting place, parking
place, cleanliness, approachability, etc have a significant impact on consumer behaviour
towards shopping malls.
Other factors that attract consumers towards malls are the quality of products,
surroundings, customization of products, sufficient open space, cleanliness and hygiene,
parking place and access to global brands.
Mall retailers offer discount schemes, membership cards; lucky draws etc which also
helps to increase more footfalls.
Accelerated convergence of consumer tastes, increase in spending behaviour and shift in
consumer demand for foreign brands like McDonalds and consumer preference for
shopping in new environments have led to the acceptance of mall culture.
6.2 FINDINGS BASED ON QUESTIONNAIRE
GENERAL PROFILE OF RESPONDENTS
Age group of the respondents
Age Percentage No. of people
18-27 35% 35
28-35 28% 28
36-42 21% 21
42 & above 16% 16
Total 100% 100
Table 6.1
Figure 6.1: Age Group of the Respondents
Figure 6.1 shows that majority of the respondents i.e. 35% comes under the age group of
18-27, 28% fall in the age group of 28-35, 21% come under the age group of 36-42 and
16% are above 42 years of age who visit shopping malls.
Gender of the respondents
Gender Percentage No. of people
Male 47% 47
Female 53% 53
Total 100% 100
Table 6.2
Figure 6.2: Gender of the Respondents
Figure 6.2 shows that 53% of the respondents who were interviewed were female and rest
30% were males.
Marital status of the respondents
Marital status Percentage No. of people
Married 67% 67
Unmarried 33% 33
Total 100% 100
Table 6.3
Figure 6.3: Marital Status of the Respondents
Figure 6.3 represents that 67% of respondents were married and 33% of respondents were
unmarried.
Educational qualification of the respondents
Educational
Qualification Percentage No. of people
School Level 7% 7
Graduate 54% 54
Post Graduate 30% 30
Others 9% 9
Total 100% 100
Table 6.4
Figure 6.4: Educational Qualification of the Respondents
From figure 6.4 it can be analyzed that more than 50% of the respondents belong to the
group of graduates, 30% of the respondents were postgraduates who visit malls and only
7% belong to school level. Thus it shows that people who had visit malls have good
academic background .
Occupation of the respondents
Occupation Percentage No. of people
Business 15% 15
Service 43% 43
Students 31% 31
Others 11% 11
Total 100% 100
Table 6.5
Figure 6.5: Occupation of the Respondents
Figure 6.5 shows that 15% respondents belong to the category of business class, whereas
43% of respondents belong to the category of service class. 31% of respondents are
students and rest 11% fall in the category of others which include home makers or
professionals. However it is analyzed that service class and students were the majority
who visit shopping malls.
Monthly Income of the respondents
Monthly income Percentage No. of people
Below `10,000 12% 12
`10,001 – `20,000 32% 32
`20,001 – `30,000 35% 35
above `30,000 21% 21
Total 100% 100
Table 6.6
Figure 6.6: Monthly Income of the Respondents
Figure 6.6 depicts that 35% of the sample contacted had monthly income ranging from
`20,000 - `30,000, whereas 12% of the respondents had monthly income below `10,000.
It can be analyzed from the figure that the majority of the respondents who visited
shopping malls had income ranging above `20,000 which signifies that people with
greater disposable income visit malls.
GENERAL SHOPPING ATTRIBUTES
1. Frequency of shopping
Category Percentage No. of people
Weekly 22% 22
Monthly 43% 43
Quarterly 8% 8
Random 27% 27
Total 100% 100
Table 6.7
Figure 6.7: Respondents’ shopping frequency
The above charts depicts that large proportion of the respondents i.e. 43 % go for
shopping on monthly basis, whereas a small fraction of respondents i.e. 8% go for
shopping on quarterly basis. 27% of the respondents go on random basis.
2. Respondent’s choice of shopping place
Category Percentage No. of people
Local market 23% 23
Multi-utility stores 16% 16
Exclusive
showrooms 8% 8
Shopping malls 53% 53
Total 100% 100
Table 6.8
Figure 6.8: Respondents’ Choice of Shopping Place
Figure 6.8 depicts that 53% of people who were surveyed preferred to shop from
shopping malls. This shows that a comparatively large proportion of people prefer to shop
from shopping malls in Delhi. One of the reasons behind this observation could be the
changing shopping needs and aspirations of consumers. Only 8% of respondents preferred
to shop at exclusive showrooms.
ATTRIBUTES OF SHOPPING IN MALLS
3. Frequency of visiting shopping malls
Category Percentage No. of people
Weekly 22% 22
Monthly 43% 43
Quarterly 8% 8
Random 27% 27
Total 100% 100
Table 6.9
Figure 6.9: Respondents Frequency of Visiting Shopping Malls
Figure 6.9 depicts that majority of the respondents (43%) visit shopping malls on monthly
basis. 27% of the respondents visit malls on random basis. 22% respondents visit
shopping malls on weekly basis and remaining 8% visit shopping malls on quarterly
basis.
4. Bases of choosing a shopping mall
Category Percentage No. of people
Recommendations of
family/friends 79% 79
Advertisements 68% 68
Past Experience 93% 93
Others 57% 57
Table 6.10
Figure 6.10: Bases of Choosing a Shopping Mall
Figure 6.10 portrays that majority of respondents 93% choose a shopping mall on the
basis of their past experience, 82% choose on the account of recommendations of
family/friends, 68% on the basis of advertisements and the rest 57% fall under category
of others which includes information from search engines.
5. Reasons for visiting shopping malls
Category Percentage No. of people
Shopping 83% 83
Entertainment/Leisure 61% 61
Facilities 26% 26
Eating 58% 58
Environment/ambience 43% 43
Table 6.11
Figure 6.11: Reasons of respondents for visiting shopping malls
Figure 6.11 depicts that 83% respondents visit shopping malls with the main purpose of
shopping, 61% visit malls for entertainment, 58% respondents for eating and 43%
respondents were motivated by the environment and ambience that malls offer.
6. Intentions for purchase
Category Percentage No. of people
Shop as a regular activity 71% 71
Special Occasions 63% 63
Recommendation of Others 44% 44
Necessity 67% 67
Table 6.12
Figure 6.12: Purchasing Intentions of Respondents at Shopping Mall
Figure 6.12 represents that 71% of the respondents go to the malls with an intension for
shopping as their regular activity, whereas 67% of them visit malls with neccesity as an
intension for purchase, 63% due to special occasions and 44 respondents on the
recommendations of others.
7. Amount spent per visit
Category Percentage No. of people
Below `500 28% 28
`500 - `1000 31% 31
`1001 - `2000 26% 26
Above `2000 15% 15
Total 100% 100
Table 6.13
Figure 6.13: Spending Behaviour of Respondents
Figure 6.13 says that 31% of the respondents who visit shopping malls spend between
`500-`1000, whereas less number of respondents spend more than `2000.
8. Items shopped in malls
Category Percentage No. Of people
Food & Beverage 53% 53
Clothing/Accessories/Shoes 81% 81
Toys 17% 17
Computer/Electronics/Software 22% 22
Book/DVD/CD 19% 19
Others 7% 7
Table 6.14
Figure 6.14: Types of Items Purchased by Respondents in Malls
Figure.6.14 explains that masses go for buying clothes/accessories/shoes (81%), 53%
respondents purchase food and beverages. Respondents visiting malls usually eat at food
courts which serve them with different cuisines. It was also found that 22% respondents
were fond of buying computers/electronics.
CONSUMER SATISFACTION RELATED TO SHOPPING IN MALLS
9. Factors that motivate respondents to shop in malls against traditional shops
Category Percentage No. of people
Global Brands available 56% 56
One roof arrangements 96% 96
Wide Range of Products 87% 87
Ambience & Quality 63% 63
Overall fun filled experience 48% 48
Table 6.15
Figure 6.15: Factors that motivates respondents to choose shopping malls against
traditional shops
Figure 6.15 shows that majority of the respondents (96%) are motivated by one roof
arrangements feature of shopping malls and along with this the availability of wide range
facilities (87%). The view about good ambience and quality also increases the footfalls of
customers.
10. Mall retailers offer competitive prices
Category Percentage No. of people
Yes 21% 21
No 46% 46
Can’t say 33% 33
Total 100% 100
Table 6.16
Figure 6.16 Perception of Respondents regarding the Price Offered by Mall
Retailers.
Figure 6.16 represents the perception of people about the prices that are offered by mall
retailers. It shows that about 46% people think that the prices offered by them aren’t
competitive and 21% people think that they are, whereas 33% are unable to provide the
answer for the same.
11. Satisfaction level of respondents with their shopping experience in malls
Category Percentage No. of people
Very satisfied 21% 21
Satisfied 38% 38
Neither satisfied nor satisfied 20% 20
Dissatisfied 13% 13
Very dissatisfied 8% 8
Total 100% 100
Table 6.17
Figure 6.17: Level of satisfaction with respect to shopping experience at malls.
From the above figure it can be said that 21% people were very satisfied, 38% people
were satisfied and very few people (8%) who were very dissatisfied with their shopping
experience at the malls.
12. Overall Shopping Mall Experience in Comparison to other retail outlets
Category Percentage No. Of people
Much better 61% 61
Almost similar 19% 19
Worse 8% 8
Can’t say 12% 12
Total 100% 100
Table 6.18
Figure 6.18: Overall Shopping Mall Experience in Comparison to Other Retail
Outlets
Figure 6.18 portrays that more than 50% of the masses had a much better experience at
the malls as compared to the other retail outlets.
13. Promotional tools adopted by mall retailers to motivate shopping in malls
Category Percentage no. of people
Coupons/Discounts 32% 32
Membership Cards 26% 26
Premium(Buy 1 Get 1 Free) 20% 20
Lucky Draws/contests 12% 12
Others 10% 10
Total 100% 100
Table 6.19
Figure 6.19: Promotional Tools Adopted by Mall Retailers to Motivate Shopping in
Malls
Figure 6.19 depicts that 32% of the people are motivated by coupons/discounts as a
promotional tool adopted by mall retailers, 26% are prompted by the membership cards.
Whereas premiums, lucky draws are also the promotional tools which help the mall
retailers to attract customers.
14. Mode of payments while shopping in malls
Category Percentage No. Of people
Credit Card/Debit
Card 36% 36
Vouchers 21% 21
Cash 32% 32
Others 11% 11
Total 100% 100
Table 6.20
Figure 6.20: Respondent’s Mode of Payment while Shopping in Malls
Figure 6.20 explains that 36% respondents use credit/debit cards while making payments
at shopping malls, 32% makes payments through cash, 21% avail the benefit of vouchers
and the remaining 11% fall under the category others which includes cheque as a mode of
payment.
15. Problems faced while shopping in malls
Category Percentage No. of people
Difficulty in finding a specific product 21% 21
Problem of choice 26% 26
Expensive 5% 5
Inability to bargain 7% 7
Not acquainted to mall lifestyle 3% 3
No Problem `38% 38
Total 100% 100
Table 6.21
Figure 6.21: Problems Faced by Respondents While Shopping in Malls
Figure 6.21 very evidently shows that the 38% respondents face no problem while
shopping in malls, 26% have the problem of choice and 21% respondents face the
problem of finding a specific product in a mall. Only 3% of the respondents were not
acquainted to the mall life style.
OVERALL FACTORS INFLUENCING SHOPPING IN MALLS
16. Infrastructure quality
Infrastructure quality Percentage No. of people
Not at all important 9% 9
Some importance 14% 14
Indifferent 11% 11
Important 58% 58
Extremely important 8% 8
Total 100% 100
Table 6.22
Figure 6.22: Infrastructure Quality
From the above figure 6.22 it can be stated that infrastructure is one of the important
factor while shopping in malls .58% of respondents considered it as an important factor
whereas according to 9% holds this opinion , that it is not at all important factor.
17. One roof arrangements
One roof arrangements Percentage No. of people
Not at all important 6% 6
Some importance 21% 21
Indifferent 12% 12
Important 46% 46
Extremely important 15% 15
Total 100% 100
Table 6.23
Figure 6.23: One Roof Arrangements
The above figure shows that there are about 46% people who go for shopping in malls for
the reason of one roof arrangements, 15% were of opinion that it is an extremely
important factor whereas 6% of the respondents stated that it is an insignificant factor.
18. Quality of a product
Quality of a product Percentage No. of people
Not at all important 0% 0
Some importance 14% 14
Indifferent 0% 0
Important 27% 27
Extremely important 59% 59
Total 100% 100
Table 6.24
Figure 6.24: Quality of the Product
Above figure explains that quality of product available at malls is one of the key factors
which a customer keeps in his mind while shopping at malls. 59% of the people felt that it
is an extremely important factor whereas not even a single individual stated it under the
category of not at all important.
19. Good Price/Deal
Good Price/Deal Percentage No. of people
Not at all important 4% 4
Some importance 13% 13
Indifferent 19% 19
Important 53% 53
Extremely important 11% 11
Total 100% 100
Table 6.25
Figure 6.25: Good Price/Deal
Above figure 6.25 shows that the responses of the people about the good price/ deal at
shopping malls. 53% people say that the prices charged or deals offered at malls are
crucial factor. 11% people were of the opinion that good prices/deals are very important
factor in order to attract more customers, whereas only a small fraction of respondents
(4%) considered it to be least important feature.
20. Approachability
Approachability Percentage No. of people
Not at all important 6% 6
Some importance 11% 11
Indifferent 31% 31
Important 34% 34
Extremely important 18% 18
Total 100% 100
Table 6.26
Figure 6.26: Approachability
Figure 6.26 portrays that 34% of the respondents considered this factor to be crucial and
11% of them take approachability factor to be the extremely important one. Thus
according to them convenience is a matter of concern. But according to 31% of them are
indifferent about the location of malls. Remaining 6% felt that it isn’t important at all.
21. Outlet of your choice
Outlet of your choice Percentage No. of people
Not at all important 8% 8
Some importance 17% 17
Indifferent 33% 33
Important 36% 36
Extremely important 6% 6
Total 100% 100
Table 6.27
Figure 6.27: Outlet of Your Choice
Above figure 6.27 represents that 36% of the people considered availability of the outlet
of their choice to be a vital factor. 33% are indifferent towards this factor i.e. availability
of an outlet of their choice is not a very important or an unimportant factor. According to
8% respondents it is not at all important factor.
22. Credit facility
Credit facility Percentage No. of people
Not at all important 4% 4
Some importance 41% 41
Indifferent 14% 14
Important 22% 22
Extremely important 19% 19
Total 100% 100
Table 6.28
Figure 6.28: Credit Facility
Above figure 6.28 depicts that the credit facilities available at malls holds some
importance in the mind of consumers. Though people adopt cash/debit cards or vouchers
as the mode of payment. Shopping malls at large do not provide credit facilities to their
customers.
23. Surroundings
Surroundings Percentage No. of people
Not at all important 0% 0
Some importance 21% 21
Indifferent 0% 0
Important 48% 48
Extremely important 31% 31
Total 100% 100
Table 6.29
Figure 6.29: Surroundings
Figure 6.29 represents that surroundings is an overall important factor for attracting
customers towards malls. As it can be seen from above that no respondent have marked it
as an unimportant factor. Most of the respondents have viewed it in positive regard. 48%
considered surrounding/ambience to be a vital factor and 31% says it to be an extremely
important feature.
24. Adequate lighting
Adequate lighting Percentage No. of people
Not at all important 0% 0
Some importance 23% 23
Indifferent 0% 0
Important 44% 44
Extremely important 33% 33
Total 100% 100
Table 6.30
Figure 6.30: Adequate Lighting
From above figure 6.30 it is clearly stated that adequate lighting is an important factor
according to all the respondents.
25. Pleasant quality of air
Pleasant quality of air Percentage No. of people
Not at all important 14% 14
Some importance 36% 36
Indifferent 32% 32
Important 11% 11
Extremely important 7% 7
Total 100% 100
Table 6.31
Figure 6.31: Pleasant Quality of Air
Above figure 6.31 depicts that according to 36% of the respondents, pleasant quality of
air holds some importance whereas 32% are indifferent toward this factor. 14% of the
masses consider it to be an insignificant feature.
26. Attractive entrance
Attractive entrance Percentage No. of people
Not at all important 16% 16
Some importance 23% 23
Indifferent 42% 42
Important 11% 11
Extremely important 8% 8
Total 100% 100
Table 6.32
Figure 6.32: Attractive Entrance
Above figure 6.32 explains that 42% of the respondents are unbiased towards the
attractive entrance factor. On other hand 16% considered it to be a not at all important
factor. 23% respondents were of the opinion that it is important to some extent.
27. Sufficient open space
Sufficient open space Percentage No. of people
Not at all important 0% 0
Some importance 33% 33
Indifferent 6% 6
Important 47% 47
Extremely important 14% 14
Total 100% 100
Table 6.33
Figure 6.33: Sufficient Open Space
Above figure explains that 47% of the respondents consider sufficient open space to be an
important factor while shopping. The biggest advantage of shopping malls is the large
format structure which offer customer the fun filled experience. Whereas none were of
the opinion that it is not significant.
28. Technology for faster billing
Technology for faster billing Percentage No. of people
Not at all important 0% 0
Some importance 23% 23
Indifferent 0% 0
Important 34% 34
Extremely important 43% 43
Total 100% 100
Table 6.34
Figure 6.34: Technology for Faster Billing
Figure 6.34 represents majority of the respondents considered technology which is used
in shopping malls to be an extremely important feature as it helps in fastening the process
of payments rather than standing in long queues. 0% respondents hold this opinion that it
is not at all important.
29. Better discounts and offers
Better discounts and offers Percentage No. of people
Not at all important 11% 11
Some importance 19% 19
Indifferent 14% 14
Important 38% 38
Extremely important 18% 18
Total 100% 100
Table 6.35
Figure 6.35: Better Discounts & Offers
Figure 6.35 portrays that 38% respondents to the survey consider better discount and
offers to be the important factor, 18% considers it extremely important whereas 11% were
of the opinion that they are not interested in any kind of discount offers provided by mall
retailers. Therefore it is summarized that discount offers can increase more footfalls in
shopping malls.
30. Customization of products according to your specifications
Customization of products according to your specifications
Percentage No. of people
Not at all important 8% 8
Some importance 21% 21
Indifferent 7% 7
Important 41% 41
Extremely important 23% 23
Total 100% 100
Table 6.36
Figure 6.36: Customization of Products
The above figure explains that 41% of respondents consider customization facility
provided at shopping malls to be an important factor. 23% of them consider it to be an
important factor which persuades them to go to shopping malls to avail such facilities
whereas 8% consider it to be not at all important.
31. Cleanliness and hygiene
Cleanliness and hygiene Percentage No. of people
Not at all important 0% 0
Some importance 13% 13
Indifferent 0% 0
Important 53% 53
Extremely important 34% 34
Total 100% 100
Table 6.37
Figure 6.37: Cleanliness & Hygiene
Above figure 6.37 represents that respondents are very much concerned about the
cleanliness and hygiene. 53% of the respondents consider cleanliness and hygiene to be a
vital factor while shopping at malls. 34% takes this as an extremely important feature.
The rest 13% states that it holds some importance.
32. Parking space
Parking space Percentage No. of people
Not at all important 7% 7
Some importance 18% 18
Indifferent 11% 11
Important 43% 43
Extremely important 21% 21
Total 100% 100
Table 6.38
Figure 6.38: Parking Space
Above figure 6.38 depicts that 43% of the respondents consider availability of parking
place to be an important factor. It indicates that majority of them were of the opinion that
parking space is a significant factor. Only 7% found this factor to be not at all important.
33. Surprise elements (Celebrity visits, events etc)
Surprise elements Percentage No. of people
Not at all important 31% 31
Some importance 6% 6
Indifferent 46% 46
Important 11% 11
Extremely important 6% 6
Total 100% 100
Table 6.39
Figure 6.39: Surprise Elements like Celebrity Visits, etc.
Figure 6.39 shows that 31% of respondents considered surprising elements such as visits
made by celebrities at shopping malls or events like promotion of films are not at all
important factors. Majority 41% are indifferent toward this factor. Only 6% respondents
were found to favor this factor completely.
34. Waiting and sitting place
Waiting and sitting place Percentage No. of people
Not at all important 0% 0
Some importance 24% 24
Indifferent 0% 0
Important 49% 49
Extremely important 27% 27
Total 100% 100
Table 6.40
Figure 6.40: Waiting & Sitting Place
Majority 49% respondents considered waiting and sitting place to be an important factor
while shopping. 27% hold this opinion that this is an extremely important and no one was
in favor of non-availability of this factor. Therefore, it is concluded that this factor is vital
while shopping at malls.
35. Direction marks
Direction marks Percentage No. of people
Not at all important 8% 8
Some importance 19% 19
Indifferent 7% 7
Important 53% 53
Extremely important 13% 13
Total 100% 100
Table 6.41
Figure 6.41: Direction Marks
Above figure 6.41 depicts that more than 50% of respondents consider that the direction
marks is one of the important factors, which help a shopper in guiding him or showing
him the path. Only 8% states this factor to be not important.
36. Knowledgeable staff
Knowledgeable staff Percentage No. of people
Not at all important 0% 0
Some importance 17% 17
Indifferent 0% 0
Important 32% 32
Extremely important 51% 51
Total 100% 100
Table 6.42
Figure 6.42: Knowledgeable Staff
Figure 6.42 explains that more than 50% respondents consider knowledgeable staff to be
an extremely important factor. Knowledgeable staff provides assistance while shopping.
32% of people hold this opinion that it is an important factor. Hence it is concluded that
every respondent considered this factor to be significant.
37. Access to global brands
Access to global brands Percentage No. of people
Not at all important 9% 9
Some importance 19% 19
Indifferent 11% 11
Important 49% 49
Extremely important 12% 12
Total 100% 100
Table 6.43
Figure 6.43: Access to Global Brands
Above figure 6.43 represents that 49% respondents were of the opinion that access to
global brands is an important factor. 12% considers this factor to be extremely important
one whereas 9% felt that access to global brands in shopping malls is not at all important.
38. Overall impression of respondents while shopping at a mall
Category Percentage No. Of people
Enthusiastic 46% 46
Positive 31% 31
Indifferent 15% 15
Negative 8% 8
Total 100% 100
Table 6.44
Figure 6.44: Overall Impression of Respondents While Shopping at Malls
From the above figure it is clearly seen that 46% of the respondents holds an enthusiastic
impression regarding shopping at malls, 31% holds positive impression, 15% had an
indifferent impression towards shopping malls and remaining 8% respondents had a negative
impression.
CONCLUSION
7.1CONCLUSION
Shopping culture has witnessed a revolution. Consumers have shifted their preference to new
retail format i.e. shopping malls. The people in Delhi are accepting the mall culture. The
consumers are changing their spending habits, consumption pattern and leisure time
activities. The shopping activity has turned into an experience in itself. Due to changing
tastes and expectations of consumers, there is mall revolution that took place in India. The
Indian consumers’ lifestyle and profile is also evolving rapidly. The Indian consumer market
has seen a significant growth in the number of modern-day shopping centers, popularly
known as ‘malls’. There is an increased demand for quality retail space from a varied
segment of large-format retailers and brands, which include food and apparel chains,
consumer durables and entertainment facilities all under one roof. Their spending pattern has
increased, which motivates people to accept the changing lifestyles.
Shopping malls development has attracted real-estate developers and corporate houses across
cities in India. As a result, from just 3 malls in 2000, India is all set to have nearly 600
shopping malls by 2010. The growth in the Indian organized retail sector is due to the change
in the consumers’ behaviour. This change has come in the consumer due to increased income,
changing lifestyles patterns of demography which are favorable. Now the consumer wants to
shop at a place where he can get food, entertainment and shopping, all under one roof. This
has given the new retail formats i.e. Shopping Malls a major boost.
Following are some of the reasons for growth in the Organised Retail sector:
An increase in the disposable incomes of people
Average spending in India has increased to 11.5% per annum for over a
decade and is expected to increase at a rate of 8.5% per annum till 2015. This
is more so in the middle class, which comprises 22% of the total population.
By 2010, this class is expected to grow to about 32% of the total population.
Young and Rich
The ‘Young’ population of the country comprises over 50% of the people
below 25 years of age. This age group likes to spend on lifestyle products and
their bracket in expected to continue seeing a growth.
Urbanisation
Retail stores have predominantly been an urban phenomenon. 28% of the
Indian population lives in urban areas and this is estimated to be 40% of the
total population by 2020.
Financing options
Easy availability of retail loans has also boosted demand for more products
and services. This has led to a spurt in the retail sector.
Availability of space
Another reason for this retail surge is the growth of malls. From a total of 158
in 2005, mall numbers are expected to grow to 600 by 2010.
This study examines 4 objectives i.e. to determine and study the key factors that influence
consumer behaviour towards shopping malls, to know and analyze the level of satisfaction of
customers with regard to shopping malls as one of modern retail format, to study consumers’
overall shopping experience in malls and lastly to understand the mall management strategies
followed by retailers or mall developers to lure customers towards shopping malls. The first,
second and third objectives of this study are addressed through the analysis of the primary
data collected. The fourth objective of this study is addressed through exploratory research.
This study examines the key factors that influence consumer behaviour towards shopping
malls. The key factors influencing consumer behaviour towards shopping malls are wide
access to global brands, infrastructure quality, one roof arrangements, availability of parking
place, technology for faster billing, customization of products, cleanliness and hygiene,
discounts and offers, knowledgeable staff, surprise elements, sufficient open space, direction
marks, availability of sitting place, outlet of customer’s choice, approachability and good
deals offered at malls. Today’s consumer is looking for convenience. Thus, shopping malls
provide food, entertainment and shopping, all under than one roof.
This study examines and analyzes the level of satisfaction of customers with regard to
shopping malls as one of modern retail format. The present study also reveals that discount
offers, membership cards, lucky draws help the malls retailers to increase more footfalls.
Almost 60% of the respondents were satisfied with their shopping experience at malls.
Further this study examines the consumers’ overall shopping experience in malls. The overall
shopping experiences of respondents at malls are enthusiastic represented by 46% of
respondents. 31% were had positive impression towards mall. The major reason for the
positive behaviour is the convenience that shopping malls offer to its consumers by providing
them access to almost everything under one roof.
Lastly, to understand the mall management strategies followed by retailers or mall developers
to lure customers towards shopping malls, this study focuses on the business benefits that can
accrue out of collaborated business management between the Mall Developers and the
Retailers. The marketing mix strategies followed by retailers and mall developers are
discussed in the study. The right marketing mix depends on many factors, including strategic
planning for merchandise, ways to pull in more customers, to develop a team, have a balance
tenant mix, availability of finance and parking arrangements.
RECOMMENDATION
7.2 RECOMMENDATIONS
The success of a shopping mall is largely due to a greater change in consumer behaviour. In
order to influence the behaviour of consumers towards shopping malls following
recommendations can be taken into consideration:
Advertising strategy of the malls are not enough to attract attention of more customers. So
it is suggested that the mall developers should think some new innovative advertising
campaigns.
The mall management should publish its own magazine or promote about its mall through
advertisement so to reach out masses.
Mall managers should promote their own websites and update its website with current
information apart from other advertisement strategies.
Mall management should ask its customers to fill feedback form after visiting mall and
thus it will help them in knowing which area they lack in.
Use of social networking sites should be made to keep contact with customers and also to
keep them updated about the events.
Retailers and mall managers need to keep themselves abreast to understand and meet the
ever changing and ever increasing demands and expectations of the consumers.
Mall management efforts should focus more on the safety standards of malls in order to
provide their customers the sense of security.
In order to increase customer traffic, retailers need to follow multi-channel retailing,
adopt belligerent marketing strategies and focus on their target segment of consumers.
Aggressive sales, discount and collection schemes (say, credit facilities) must be adopted
in order to keep the enthusiasm going.
No industry in India has grown without FDI participation and for retail to emerge as a big
player, more FDI should be allowed. Even if FDI norms are not relaxed in the Budget, the
government must give a clarification on FII and foreign PE funding route as there is a lot
of ambiguity. Clarity on the issue will help Indian retailers raise funds from abroad as the
global liquidity condition is showing improvement.
To simplify the path for organized retail sector, the government should adopt policies to
streamline the process of opening stores by reducing the number of clearances and
permissions required from multiple bodies.
The government should make available credit at reasonable rates from banks for the
expansion.
As foreign brands are becoming popular among Indian consumer, the influx of foreign
companies and funds will change the retail landscape by escalating the employment,
profit and meeting consumers demand at a large scale.
Availability of quality real estate is important factor for mall managers. Falling retail
prices will help them in attaining large piece of land in order to expand their operations.
Teen spend significant amount of money and time on shopping, eating, socializing and in
play areas. Females likely to purchase apparels and beauty products. Thus mall retailer
could keep these factors in mind while deciding which and how many retail shops to be
placed in a mall.
Number of ATMs should be increased in the mall for the easy availability of cash.
BIBLOGRAPHY
BIBLOGRAPHY
BOOKS
Khan, J.A., (2008), Research Methodology. New Delhi: A P H Publishing Corporation.
Blackwell Roger, D., Miniard Paul, W., and Engel James, F., (2005), Consumer
Behavior. 9th ed., New Delhi: Vikas Publishing house.
Pradhan Swapna, (2009), Retailing Management-Text & Case. 3rd ed., New Delhi: Tata
McGraw-Hill.
Das Abhijit, “Mall Management” , Taxmann’s Allied Services Private Ltd.
JOURNALS AND REASEARCH PAPERS
Arora Shweta, Malhotra Vaishali and Rathi Priya, (2010), “Impact of Organized Retailing
on Unorganized Sector”, Journal of IPM Meerut, Vol. 11, No. 1, Pages 36-48
Arslan Vural Tulin, Isigicok Erkan and Sezer Senkal Filiz, (2010), “Magnetism of
shopping malls on young Turkish consumers”, Young Consumers: Insight and ideas for
responsible marketers, Vol. 11, Issue 3, Pages 178-188
Aykol Bilge, Özgen Özge and Tabak İlter Burcu, (2006), “High School Girl’s Shopping
Mall Experiences, Perceptions and Expectations – A Qualitative Study”, Ege Academic
Review, Vol. 6, Issue 1, Pages 107-120
Banerjee Mohua and Dasgupta Rajib, (2010), “Changing pattern of consumer behaviour
in Kolkata with advent of large format retail outlets”, The IUP Journal of Marketing
Management, Vol. 9, No. 4, Pages 57-80
Bansal Gautam and Singh Amrinder, (2008), “Study on Consumer Perception Regarding
Purchase of Products from Big Shopping malls”, Journal of IMS Group, Vol. 5, No. 2,
Pages 13-23
Eastlick Ann Mary, Lotz, L., Sherry, Mishra Anubha and Shim Soyeon, (2010),
“Understanding Patrons’ Participation in Activities at entertainment malls”, International
Journal of Retail and Distribution, Vol. 38, Issue. 6, Pages 402-422
Masha Sandeep and Singh Raghbir, (2010), “Consumer Preferences towards New Retail
Formats”, The Apeejay Journal of Management and Technology, Vol. 5, No. 2, Pages 16-
125
Prakash Chandra Dash and Swaroop Chandra Sahoo, (2010), “Consumer Decision
Making Styles in Shopping malls - An Empirical Study In The Indian Context”, Indian
Journal of Marketing, Vol. 40, No. 8, Pages 25-30
Rajagopal, (2009), “Growing shopping malls and behaviour of urban shoppers”, Journal
of Retail and Leisure Property, Vol. 8, No. 2, Pages 99-118
Srivastava, R.K.., (2008), “Changing Retail scene in India”, International Journal of
Retail & Distribution Management, Vol. 36, Issue No. 9, Pages 714 – 721
Verma Priyanka and Verma Rooble, (2008), “Retail marketing – A Challenging Journey
of an Epic Transformation”, Journal of IMS Group, Vol. 5, No. 2, Pages 64-72
WEBSITES
http://realtororiginator.com/?p=54
http://en.wikipedia.org/wiki/Shopping_mall
http://www.shoppingmalls.in/
http://www.selectcitywalk.com/
http://www.famous-india.com/shopping-malls/
http://www.eros-group.com/eros_metro_mall/index.html
http://www.eastdelhimall.com/
http://www.citysquaremall.com.sg/
http://www.dlfemporio.com/dlf/
http://www.westgate-mall.com/shop/westgate.nsf/index
http://www.expresstextile.com/20030821/ittex1.shtml
http://www.naukrihub.com/india/retail/overview/
MAGAZINE AND NEWSPAPERS
Business Line
Marketing Mastermind
Business world
Marketing Management
QUESSTIONARIE
QUESSTIONARIE
Dear Respondent,
I am a student of Master of Business Economics. I’m working on the project “A Study of
Factors Affecting Consumer Behaviour While Shopping at Shopping Malls (A Special Case
of Malls in Delhi)”. The objective of this survey is to collect tangible information about
shopping behavior of respondents in shopping malls. Please provide your valuable response
to enable me to undertake this project.
Name:
Section I: General Profile of Respondents
Age Group:
15 - 20 yrs 21 - 30 yrs
31 - 40 yrs 41 - 50 yrs
Above 50 yrs
Sex:
Male Female
Marital Status:
Married Unmarried
Educational Qualification:
School Level Graduate
Post Graduate Others
Occupation:
Business Service
Professional Students
Home Maker
Monthly income:
Below ` 10,000 ` 10,001 – 20,000
` 20,001 – 30,000 above ` 30,000
Section II: General Shopping Attributes
Q1. How often do you shop?
Weekly
Monthly
Quarterly
Random
Q2. From where do you shop usually?
Local Market Multi-Utility Stores
Exclusive Showrooms Shopping Malls
Others
Section III: Attributes of Shopping in Malls
Q3. How often do you visit shopping malls?
Weekly
Monthly
Quarterly
Random
Q4. On what basis do you choose a shopping mall?
Recommendations of family/friends
Information from search engines
Advertisements
Past Experience
Others
Q5. What are the reasons for visiting shopping malls?
Shopping
Entertainment/Leisure
Facilities
Eating
Environment/ambience
Q6. Intention for purchase
Shop as a regular activity
Special Occasions
Recommendation of Others
Necessity
Q7. How much do you spend per visit?
Below ` 500 ` 500 - 1000
` 1001 - 2000 ` 2001 – 5000
` Above 5000
Q8. What type of items do you shop in malls?
Food & Beverage
Clothing/Accessories/Shoes
Toys
Computer/Electronics/Software
Book/DVD/CD
Others
Section III: Consumer Satisfaction Related to Shopping in Malls
Q9. What motivates you to shop in malls as against from shops in local markets?
Global Brands available
One roof arrangements
Wide Range of Products
Ambience & Quality
Overall fun filled experience
Q10. Do you feel that mall retailers offer competitive prices?
Yes
No
Can’t Say
Q11. Are you satisfied with your shopping experience in malls?
Very satisfied Satisfied
Neither satisfied nor dissatisfied Dissatisfied
Very dissatisfied
Q12. What kind of experience do shopping malls offer in comparison to other retail outlets?
Much better Almost similar
Worse Can’t say
Q13. What are the promotional tools adopted by mall retailers which motivate you to shop more in shopping malls?
Coupons/Discounts
Membership Cards
Premium (Buy 1 Get 1 Free)
Lucky Draws/contests
Others
Q14. How do you make payments while shopping?
Credit Card/Debit Card Vouchers
Others Cash
Section IV: Problems faced by shoppers /customers while shopping at shopping malls
Q15. What are the problems faced by you while shopping in malls?
Difficulty in finding a specific product Problem of choice
Expensive Inability to bargain
Not acquainted to mall lifestyle No Problem
Overall Factors influencing shopping in malls
Rate the factors related to shopping in malls on a scale of 1-5 (1- Not At All Important, 2 - Some Important, 3 - Indifferent, 4 - Important & 5 - Extremely Important
1 2 3 4 5
Q.No. Factors Not at all
important
Some
Important
Indifferent Important Extremely
important
16 Infrastructure quality
17 One roof
arrangements
18 Quality of product
19 Good Price/Deal
20 Approachability
21 Outlet of your choice
22 Credit facility
23 Surroundings
24 Adequate lightning
25 Pleasant quality of
air
26 Attractive entrance
27 Sufficient open space
28 Technology for faster
billing
29 Better discounts and
offers
30 Customization of products according to your specifications
31 Cleanliness and
hygiene
32 Convenient parking
33 Surprise elements(celebrity visit)
34 Waiting and sitting
place
35 Direction marks
36 Knowledgeable staff
37 Access to global
brands
Q38. What is the overall impression you form while shopping at a mall?
Enthusiastic Positive
Indifferent Negative
Hostile
