SRM Shoppers Introduction SRM_SHO_300 SRM Shoppers Introduction.
Attitude of Delhi Shoppers Towards Mall Experience 2
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A BSTRACT Retailing is undergoing unprecedented change in developing economies. Consumers are the major beneficiaries of the retail boom.
Shopping malls have become an important part of the economic and social fabric of India especially in metro’s and big cities. Shopping malls (as business centers) in India are in the mode of getting penetrated further into smaller town and cities as customized smaller malls.
Most of the organized retailing in India has started recently and is concentrating mainly in metropolitan cities. The growth of Indian organized retail market is mainly due to the change in the consumer behavior. This change has come in the consumer due to the increased income, changing life styles and pattern of demography which are favourable.Now the consumer wants to shop at a place where he can get food, entertainment and shopping, all under one roof. This has given Indian organized retail market a major boost. Shopping malls are the hot shopping destinations in new life style.
I NTRODUCTION
Retailing is the final step in the distribution of merchandise - the last link in the Supply Chain - connecting the bulk producers of commodities to the final consumers. Retailing covers diverse products such as foot apparels, consumer goods, financial services and leisure.A retailer, typically, is someone who does not affect any significant change in the product execs breaking the bulk. He/ She are also the final stock point who makes products or services available to the consumer whenever required. Hence, the value proposition a retailer offers to a consumer is easy availabilities of the desired product in the desired sizes at the desired times.
Organized retail is growing rapidly and we see the emergence of large organized retail chains like Shoppers Stop, Lifestyle, Big bazaar, Easy day, Reliance fresh etc. All these retail stores (and variety of formats) are usually seen under one roof to describe it better as a shopping mall.
R ESEARCH M ETHODS U SED:
Research Methodology is a way to systematically solve the research problem. It may be understood as a science of studying how research is done scientifically. To do my study I have adopted exploratory research design.
» Research Design Exploratory» Data Source Primary & Secondary data» Research Instrument Questionnaire» Sample Plan Shopping Malls of Aligarh and Mathura» Sample Size 50 customers» Sampling Procedure Non Probability Sampling» Sampling Methodology Personal Survey
H YPOTHESIS
AGE GROUP
This table will show the percentage of people visiting shopping malls in Delhi on the basis of their age group.
AGE TOTAL PERCENTAGE16-20 10 20%20-30 15 20%30-40 10 20%40-50 8 16%
50 & above 7 14%TOTAL 50 100%
This table shows that Shopping Malls are mostly visited by age group of 20-30 followed by 30-40 age groups, the main reason being college students and families.
SHOPPING46%
ENTER-TAINMENT
38%
WINDOW SHOPPING
16%
AGE GROUP
PURPOSE
The give table shows the purpose of going into shopping malls
PURPOSE TOTAL PERCENTAGESHOPPING 23 46%
ENTERTAINMENT 19 38%WINDOW SHOPPING 8 16%
TOTAL 50 100%
With this table, we found out that:
Mostly respondents go for shopping purposes in shopping malls.
38% respondents go for having a fun in shopping malls. Window Shopping is also one big factor of attraction
towards shopping malls.
SHOPPING ENTERTAINMENT WINDOW SHOPPING0
5
10
15
20
25
2319
8
PURPOSE
PURPOSE
NO
. OF
PEO
PLE
VISITING FREQUENCY
This table shows how my people visit the mall at what time.
FREQUENCY TOTAL PERCENTAGEDAILY 5 10%
WEEKLY 15 30%FORTNIGHTLY 20 40%
MONTHLY 10 20%TOTAL 50 100%
It is evident from the above table that:
Mostly respondents used to go fortnightly to shopping malls.
30% respondents used to go weekly for various purposes to shopping malls.
Only 10% people go daily at shopping malls, which is the least.
DAILY WEEKLY FORTNIGHTLY MONTHLY02468
101214161820
5
15
20
10
VISITING FREQUENCY
VISITING FREQUENCY
NO
. OF
STUD
ENTS
PREFERENCE
AFFORDABILITY BRANDED ITEM
TREND & FASHION
ALL UNDER ONE ROOM
TOTAL
1st preference 4 8 8 30 502nd preference 10 20 12 8 503rd preference 14 12 16 8 504th preference 22 10 14 4 50
TOTAL 50 50 50 50 200
This table shows that:
According to respondents all less than one room concept was the main motivator factor behind the success of shopping mall.
Second preference choice was availability of branded Item. And their last preference was affordability.
AFFORDABILITY BRANDED ITEM TREND & FASHION ALL UNDER ONE ROOM
05
101520253035404550
4 8 8
3010
2012
8
14
1216
822
10 144
PREFERENCE
PREFERENCE
NO
. OF
PEO
PLE
POSITIVES OF MALLS
There are various positives of malls which people like. But how many people like what features is stated below.
EXCELLENT GOOD AVERAGE POOR
Parking Facility 30 11 5 4
Quality Of Service 11 25 8 6
Quality Of Product 16 15 10 9
Value For Money 8 20 11 11
2.5
7.5
12.5
17.5
22.5
27.5
30
115 4
11
25
8 6
16 1510 98
20
11 11
POSITIVES
NO
. OF
PEO
PLE
We can conclude from the above graph and table that:
Mostly respondents were highly satisfied with the parking facility.
Respondents were agreeing that quality of service is up to mark at shopping malls.
According to most of the respondents quality of the products was good.
Respondents were satisfied for the money paid at shopping malls.
PRICE SATISFACTION
This table shows how satisfied are people with the prices at shopping malls.
PRICE SATISFACTION
TOTAL PERCENTAGE
YES 30 60%NO 20 40%
TOTAL 50 100%
Through this table, we found out that:
» 60% respondents are satisfied with the pricing schemes at shopping malls.
» 40% respondents were not satisfied with the pricing schemes.
YES30
NO 20
PRICE SATISFACTION
DRAWBACKS IN MALLS
With various characteristics, malls have drawbacks too.
DRAWBACKS TOTAL PERCENTAGEExpensive 6 12%
Parking Facility 8 16%Weekend Rush 16 32%
Others 20 40%TOTAL 50 100%
It is clear from the above table that:
Weekend Rush was the main problem for a normal customer.
16% respondents were not happy with the Parking Facility at Shopping malls.
Expensive Parking Facility Weekend Rush Others0
5
10
15
20
6 8
1620
DRAWBACKS
DRAWBACKS
NO
. OF
PEO
PLE
LOCATION EFFECTS
This table shows how many people are affected by a factor like location.
LOCATION EFFECTS
TOTAL PERCENTAGE
YES 35 75%NO 15 25%
TOTAL 50 100%
We find out from the above table that:
» 70% respondents said that location of shopping malls affects Shopping mall.
» 30% respondents ignore the location problem.
YES35
NO15
LOCATION EFFECTS
»
EXPECTATION OF SERVICES
This table shows how many people receive expected services from malls.
EXPECTATIONS FULFILLED TOTAL
ALWAYS 18
SOMETIMES 9
NEVER 3
TOTAL 30
ALWAYS18
SOMETIMES
9
NEVER3
EXPECTATIONS FULFILLED
PRICE V/S QUALITY
It was found in the survey that when people think about Shopping Mall they think about price or quality. Out of 30 customers, 20 customers have that they think about price while 10 customers said that they think about quality.
QUAL-ITY
33%
PRICE67%
QUALITY V/S PRICE
C ONCLUSION
» The only successful outlets are EATING OUTS and RECREATION CENTRES in the malls.
» Apparel stores have maximum female’s customers.» Maximum footfall is on weekends.» Brands and trends attract people toward malls.» Parking is the major problem on weekends.» Most of the Customers are targeted by almost all the
segments of the society with their USP being “Pricebenefit” customer require all the stores in Prime Location.
» Every Shopping Mall outlet have motivated and trained sales force.
» Customers like large variety of products are available ranging from clothes, food items, electronic goods
etc.» Staffs are provided constant training for various
peculiarities of customer behaviour.» Consumers are interested to purchase those products which
has discount price.» Not much difference in the Layout of the floor designs in
the various branches.» They try to maintain a similarity to maintain comfort levels
of customers.» Habits of consumers are affected by Word of Mouth.
S UGGESTIONS Convert your customers into publicity agents. Develop an
incentive for them to tell associates and friends about the value of your products or services. An endorsement from them is more effective than any amount of advertising-and it is much cheaper.
Surprise your customers with unexpected value. If you sell products, include an "unadvertised bonus" with every order. If you sell services, get into the habit of doing something extra for every customer or client without charging for it.
Reward them each time they refer someone who becomes a customer. Your reward can be as simple as a credit toward their next order from you.
Visual Merchandising: It is often seen that the people come to the store to browse rather than buy.
Schemes: In store Promotions: The people visiting the store should be encouraged to visit the store again and again. So it is necessary to delight the shoppers with the shopping experience. It has been observed in international shopping malls that there are in-store promotions like lucky draws for entrants surprise winners and so on at random.