ECHT Mall Report

8/10/2019 ECHT Mall Report

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A

Project Report

On

A study on the factors influencing consumer behavior

towards malls

Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

MASTER OF BUSINESS ADMINISTRATION

Of

Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted by

Sourabh Agrawal

MBA III Semester, 2014-2015

DEPARTMENT OF MANAGEMENT

BHILAI INSTITUTE OF TECHNOLOGY

(An ISO 9001:2000 Certified Institute)

Bhilai House, G.E. Road, Durg 491001(C.G.), India


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CERTIFICATE

This is to certify that the Project Report entitled A study on the factors

influencing consumer behavior towards malls Being submitted by

Sourabh Agrawal in fulfillment of the requirement of CHHATTISGARH

SWAMI VIVEKANAND TECHNICAL UNIVERSITY is a record of an

independent work done by his under my guidance and supervision.

(SIGNATURE OF THE SUPERVISOR)

Mrs. Pooja Sinha

HR Manager

Echt Conglomerates Pvt. Ltd, Raipur


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DECLARATION

I, declare that the Project Report entitled A study on the factors

influencing consumer behavior towards malls. Being submitted to the

CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY

for the partial fulfillment of the requirement for the degree of Master of

Business Administration is my own endeavors and it has not been submitted

earlier to any institution / university for any degree.

Place: -

Date: - (SOURABH AGRAWAL)


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ACKNOWLEDGEMENT

My Special Thanks and gratitude to Mr. Md. Tauqeer Dani, of Echt, Raipur

for his generosity, cooperation and superb guidance that helped me in

completion of my project report.

I am also thankful to, Mr. Sanjay Guha (H.O.D MBA Dept.) BIT Durg and

to my Internal Guide Mrs. Judith Gomes and Mr. Saurabh Tomar for their

encouragement and motivation which was a great source of inspiration.

I am extremely grateful to Mrs. Pooja Sinha (HR Manager) and the entire

staff of Echt, Raipur for their cooperation and generosity. Their experience

helped me a lot in doing my project.

(SOURABH AGRAWAL)


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TABLE OF CONTENT

CHAPTER TOPIC PAGE.NO.

Chapter one Company Profile 6

Chapter two Literature Review 14

Chapter three Research Methodology 22

Chapter four Finding and Analysis 24

Chapter five Conclusion 44

Appendix

Bibliography 47


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CHAPTER 1

COMPANY PROFILE


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About ECHT

Echt conglomerates pvt. Ltd. was established to deliver end to end quality realty

consulting services and solutions. The company has offices in 10 cities and has

presence in over 25 cities across Western and Central India. The company also has a

talented workforce of 40 people across 15 cities. The team brings in-depth market

knowledge, sophisticated research, industry experience & financial structuring skills.

Echt plans to have pan India presence by 2015. They cater to a varied group of clients

including investors, property owners, multinational corporations, retailers, hospitality

clients and SME's. Echt have a diverse portfolio of transactions spanning pan India

research and consulting.

Area of Expertise

Mall Management

Hospital & Education Consultancy

Resort & Hotel Consultancy

Retail & Residential Sale & Leasing

Franchisee Development

Cash & Carry & Logistics

Telecommunication Infrastructure Sector

Entertainment & FEC Development Consultancy

Govt. PPP Projects Consulting

Market Research & Analytics

Food & Beverage Consultancy

Mall Management

ECHT is an end to end Mall Concept management Company. ECHT basically comes

in as a hand-holding advisory company and manage the entire spectrum of any project

including but not limited to Mall Conceptualization, Mall Positioning, PMC,


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Marketing, Leasing, Brand Branding, Asset & Facility management, Mall

Management etc. The companysprofessional team comes with more than 22 years of

experience, specializing in Mall Development & Operations, jointly having managed

more than 4 million sq. ft. (40lakhsq.ft), in various parts of the country.

ECHT comes at a green filed or brown field stage in Mall Development & takes it to

the operations level & beyond. Echt is more of an In-house Advisory Team to the

Developer/Investor, than a bunch of Consultants. We follow the philosophy of Retail

is Detail. Our eye for detail in every segment can be understood with the amount of

interest we take in every segment of the development.

Some of prominent ones

Pre project planning

Mall Conceptualization

Project management consulting

Mall Marketing and leasing

Mall and facility management

Brand Management

Projects Undertaken

Rama Magneto mall, Bilaspur

Magneto mall, Raipur

Colors Mall, Raipur

Korba city mall, Korba

Aashima mall, Bhopal

Shree Balaji Agora mall, Ahemadabad

Hospital and Education Consultancy


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Market research and Project conceptualization.

Feasibility reports

Joint venture

Management contract

New Business Development

Sale and Leasing Option

The field of education in todays environment has become very specialized. This

requires the services of people knowledgeable with practical experience and

educational background to develop the high standards needed to maintain that

competitive edge for the school owners as well as for the maximum development of

the child.

A school is a living organism, alive and breathing always alert to the needs of its

pupils. Within it thousands of young souls aspire to develop their creative urges,

academic abilities and physical prowess in the environment of spiritual freedom. It is a

crucible which lays the foundation for self confidence, a belief in ones abilities, the

courage to take calculated risks and the strength to face adversity with ones head held

high with honor and dignity.

It is advice to organizations and individuals who wish to build schools to think and

dream, then put their dreams into words and then carve those words into deeds.

Resort consultancy

Takeover of existing resorts

Resort Affiliation

Marketing tie-ups with other resorts

Management Contract Services

Leasing of Resorts


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State Tourism Collaborations

New Resort Development and its allied services

Hotel consultancy

Outright Purchase of existing Properties

Joint venture and leasing

Management contract with reputed groups

Marketing Tie-ups

New Hotel development and its allied services Boutique hotel Initiative and development

Expertise in Heritage hotel development

Brand enhancement consultancy

Franchise Development

Echt provides end to end franchising consultancy

Developing turnkey franchising/Licensing programme

Review and articulate business strategy

Develop business plans & franchising modules

Conduct market and financial feasibility studies

Source business partners, licensees, & franchisees

Evaluate and recommend franchisee/licensees Recommend the fee structure of franchising

Ascertain value of the franchising/licensing business

Develop or review the operational manuals

Review franchising/licensing agreement

Restructure & train your existing franchise network

Develop or review the metrics to monitor performance

Fund assistance for Franchisee setup


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Franchise expo for investors & business owners where both investors and

business owners come face to face and interact freely

Market Research & Analytics

Echt conducts Market Research & Analytics individually & Jointly with 3rdparty

research agencies as per the requirements of developer & site.

Echt adds value to clients-real value. They develop a learning culture that fosters

innovation and also contribute to academia and policy makers. Echt have developed a

sustainable working environment that is good and fair thousand our clients.

Methods and Philosophy

Echtsperspective is unique. The approach is refreshing. And the solutions provide a

comprehensive response to the clientsneeds, not packaged data but custom solutions

for clients. They offer services with the integration of qualitative and quantitative

tools. They are designed in India for India, the measures and scales are created to

maximize sensitivity. Echtspassion is to drive clientsbusiness growth by combining

consumer understanding and brand knowledge with intuition and innovation.

Cash and Carry

Market feasibility to identify potential areas for ideal setup of Cash and Carry

store.

Site identification to sale deed providing all facilities till project

implementation.

Logistics

To meet the specified needs of clients to source high-tech industrial space for

manufacturing, assembly, research and development, Logistics-based


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some activities for their children, along with teens and adults seeking the latest 3 D

video games, sports, redemption and motion simulator games to play.

ECHT is a full-service feasibility, design, production and consulting company for

location-based family and children's leisure, entertainment and entertainment venues.

Our family entertainment center development services are not limited to the physical

FEC facility. Rather, our comprehensive approach covers every aspect of developing,

building, setting-up, opening and operating a FEC from feasibility to management.

Food and Beverages Consultancy

Restaurant Start Ups

Green field projects right from business plan, Feasibility study, Brand development,

Custom design development, Restaurant turn around and financial assessments &

improvements.

Food Court Assistance

Food court is a science as we call it there are numerous technical parameters to be

kept in mind like optimum area calculation, counter to sitting area ratio, coordination

with mother kitchen, and movement strategy. Proper food and brand mix is again an

essential component to make a complete food court experience.

Food Kiosk Expertise

Indian eating habits are such that on every corner something is required to munch

around. Thus for any destination to be eventful, munching should not stop. Proper mix

of snacks, their positioning & area markings are very critical in this respect and , this

is where our expertise lies.


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CHAPTER 2

LITERATURE REVIEW


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Research dealing with shopping malls and / or hypermarkets attributes, especially in

the Indian context, is very less in number. Not many studies have empirically

analyzed the influence of an assortment of attributes on buying behavior in shopping

arcades and malls and customers shopping experiences. Mostly the researches

undertaken so far have been taken from the foreign experiences, as they have come of

age in the US, UK and European markets. An earnest attempt has been made to delve

into the relevant researches done on the theme, presented henceforth as follows:

Huff (1964 and 1966) concluded that the comparative size of the centers and the

convenience of access were the primary characteristics that consumers sought when

choosing a shopping center to visit.

Cox and Cooke (1970)determined customer preference for shopping centers and the

importance of driving time. The authors concluded that location and attractiveness are

important determinants of consumer shopping center preferences.

Vaughn and Hansotia (1977)opined that merchandise and convenience seem to be

the two underlying dimensions which consistently appear every time. Merchandise

quality, merchandise variety, atmosphere of shopping area, availability of sale items

and ease of shopping comparisons are all component parts of this underlying

dimension.

Brunner and Mason (1968) investigated the importance of driving time upon the

preferences of consumers towards regional shopping centers. They expressed that

although it is recognized that population, purchasing power, population density,

newspaper circulation, and other factors are influential in determining the shopping

habits of consumers, a factor which is generally overlooked is the driving time

required to reach the center. In this study, it was established that the driving time

required to reach a center is highly influential in determining consumer shopping

center preferences. The most consistent and significant driving time dimension in

delineating shopping center trade areas was found at the 15-minute driving points, as


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three-fourths of each centers shoppers resided within this range.

Kumar (1983) in his extensive research found shelf exposure, exposure to others

buying and window display as major instore influences in hypermarkets. His study

revealed that males (47%) are more susceptible to shelf display influence than females

(39%). He cited retail environment (25%) as the second major instore influence and

exposure to others buying (21%) as the third major influencing factor resulting in

buying behavior.

Pashigian and Gould (1998) stated that consumers are attracted to malls because of

the presence of wellknown anchors department stores with recognized names.

Anchors generate mall traffic that indirectly increases the sales of lesserknown mall

stores. Lesserknown stores can free ride off of the reputations of betterknown

stores. Mall developers internalize these externalities by offering rent subsidies to

anchors and by charging rent premiums to other mall tenants. The results of this

article suggested that mall developers are behaving rationally because they know that

anchors attract customers to the mall and increase the sales of other mall stores.

Swinyard (1998) in a national US study of heads of households, examined shopping

mall behaviors and values in which threefourths of respondents reported visiting at

least one shopping mall during a 2 month period. Among mall customers, during this

2 month period the average number of mall visits was 4.69, resulting in 5.35

purchases averaging $60.00 (Rs 3,000 approx) each. It was hypothesized and found

that frequent mall shoppers have higher needs than others for sense of belonging,

warm relationships and security. Their needs are also higher for excitement. It

was also hypothesized that needs for selffulfillment, selfrespect, and a sense of

accomplishment are negatively related to mallvisitfrequency.


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Concept of Malls

The concept of Retail as entertainment came to India with the advent of malls. Mall

fever has touched every facet of Indian society. Whatever is the income stratum of

consumers, malls make no distinction in proffering most-revered national and global

brands Shopping Mall refers to a set of homogenous and heterogeneous shops

adjoining a pedestrian, or an exclusive pedestrian street, that make it easygoing for

shopper to walk from store to store without interference from vehicular traffic. Malls

are incorporated with a whole bank of lifts and escalators for smooth transit of

shoppers. Malls are located in proximity to urban outskirts, and ranges from 60,000 sq

ft to 70,000 sq ft and above. The future of organized retailing is largely in the hands ofmall where the shoppers get quality, quantity, aspirational appeal, recreation facilities

and ambience. Under one roof, the flashy malls promises just about everything under

the sun, from foreign gizmos to the very desi, virtually an airbus full of national and

international brands, to say the least. Malls offer a plethora of attractions- high profile

shopping, impulse eating establishment, a glitzy and glamorous environment to

discerning shoppers of more refined tastes, who are more concerned with quality and

fashion and less concerned with budgets. Mall reveals six factors namely comfort

diversity, luxury, mall essence, entertainment, and convenience which are a source of

cynosure. In India, malls have transformed shopping from a need driven activity to a

leisure time entertainment. The quality mall space which was just one million square

feet in year 2002 has accomplished new milestones of 40 million square feet and 60

million square feet in year 2007 and year 2008 respectively. There is a paradigm shift

in the mall scenario, from just 3 malls in the year 2000; the country witnessed 220

malls in the year 2006. Exhibiting signs of further enlargement India is likely to have

more than 600 in 2010 and 715 malls in 2015, with an estimated cumulative retail

space of 100 million sq. ft. Shopping malls in India are reckoned to worth 38,447

crores by the year ending 2010. Real estate corporations like DLF and Unitech are

coming forth with the plans catering the ever-escalating demand of shopping malls. In

the next four to five years 65,000 is budgeted to be invested in retail real estate

development.


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In most of traditional Indian malls, around 30% of space is allocated to apparel

retailers while 12-20 percent space is dedicated to Food & Beverages. Indian malls

vary between 35,000 sq.ft. to 10, 00,000 sq ft while U.S. version is between 4, 00,000

sq ft to one million sq ft.

The largest malls in Indian metropolitan cities enjoy 25,000 footfalls per day which

hikes to an average of 40,000 on weekends. Due to radical revival of shopping and

consumerism shopping mall syndrome has hit India in all earnest. Even though the

malls are mushrooming from metros and mini metros to tier III cities, the spread ofmalls is highly concentrated in India. North Zone is having the peak attractiveness

with 39% while South, East, and West Zone respectively holds 18%,10%,33% of total

malls pie. Creating artificial product scarcity, cheap imitation, and taking customer for

granted are the talks of yester years, thanks to the mall culture. Further, shopping mall

is the paradise where various shopping motives like peer group association, impulse

shopping, hedonic, status consciousness, market mavens, economic motive, utilitarian

motive etc. can be fulfilled in one shot.

Types of Retail Shopping Mall

A shopping mall is defined as a project planned by developers to provide all types of

goods and services, together with car parking. Its size is not limited, but it is very

important in its planning (Mustafa bin Omar, 2000). While Warren (1995) stated that

the shopping mall, also called a shopping centre or a shopping plaza, is in dependent

retail stores, services and parking areas conceived, and maintained, by a management

firm as a unit. It is a 20 th century invention as an adaptation of the historical

marketplace, with accommodation made for vehicles. A shopping mall may also

contain restaurants, banks, theatres, professional offices and service stations. In the

last two decades, the mall has become not only a centre for shopping but also a

community centre for social and recreational activities. Many malls have expanded to


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include service outlets and entertainment providers. However, a shopping mall is

defined according to certain categories, namely:

a) Convenience Shopping Mall

This type of shopping mall has a very small floor area of 5,000 square feet to 50,000

square feet and consists of lots of shops in one continuous line. Tenants rent many

stores selling mainly food, or provide services, and do not have an anchor tenant.

b) Neighborhood Shopping Mall

This shopping mall is very small with a gross floor area of 35,000 to 70,000 square

feet, selling goods and daily necessities, such as food, medicines and other items and

is generally known as a supermarket.

c) Community Shopping Mall

Shopping malls of this type have a gross floor area of between 100,000 to 200,000

square feet and provide essential goods that are easily accessible by people in

surrounding areas

d) Regional Shopping Mall

Shopping malls of this type have at least two or four anchor tenant stores with 100 lots

in a building and the floor area of the site exceeds 250,000 to 800,000 square feet.

This shopping mall also provides equipment such as business products, home

appliances and a variety of services and recreational equipment.

e) Super-Regional Shopping Mall

Features of this shopping mall are close to that of the regional shopping mall in that it

provides a wide range of consumer goods, including public goods, clothing,

restaurants, banks and others. The gross floor area of these shopping mall is 800,000

square feet and is usually available in metropolitan areas that are easily accessible by

the public.


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Advantages of shopping malls:

Increase in the growth of the organized retail sector.

Monumental increment in economic growth.

Employment generation by the organized retail sector.

Good competition means better products & services.

Disadvantages of shopping malls:

The companies with superior resources would muscle out the ones inferior to

them.

Monopolization of the organized retail sector.

Swot Analysis of Indian Malls

STRENGTHS WEAKNESS

Skyscrapers with perfect blend of

shopping, eating and entertainment, in

short shoppertainment

Developed in contemporary style,

these flashy malls promises just about

everything under the sun, from

foreign gizmos to the very desi

brands.

Attractive destinations for civic and

official meetings, hang out, reducing

stress.

Procure goods directly from factories

and farmers in case of lifestyle and

food/beverages respectively

Bouquet of value propositions like

Mall developers are enacting as mall

managers

Retail not accredited as an industry in

India

Complicated taxation system

Lack of adequate infrastructure

including supply chain, parking

facilities

Unavailability and skyrocketing prices

of prime catchments areas

Poor positioning and zoning of malls

Shortage of qualified human personnel

in the area of facility management,

creative firms, and design houses.


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value for time, value for quality, value

for experience, value for money

High quality shopping environment +

quality assortment at variant shopping

format.

Lack of differentiated offerings i.e.

same mix of shopping, foods and films

OPPORTUNITIES THREATS

Outsourcing from other developed

retail market

Progressive growth of aspirational

consumer class, believing more in

spending than savings

Nation of youth (with median age 24

and 35% of population below 14

years)

Growing urbanization and increase in

purchasing power of consumers

Non availability of adequate finance

Undeveloped supply chain

Vigorous competition from

unorganized retailers

Keeping up brand loyalty

Disturbance in income strata of

consumers greatly influence malls

growth

Threat from online players, (even

though internet penetration is low in

India)

Challenges Ahead

Retail evolution cycle is carried out in India in a totally unplanned and haphazard

style. The by-product of which is a number of roadblocks like poor traffic

management, ecological disasters and pitiful infrastructure.

Lack of Feasibility/Market Research Prior To the Development of a Mall


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Some malls developers make a blunder by constructing the malls without carrying out

rigorous due diligence exercise on their feasibility. If the mall developer flunks in

conducting any of the feasibility analysis i.e. market study, technical study, financial

study, economic study and ecological study it may lead to blunders. Before jumping

on mall bandwagon, developers need to undertake market feasibility.

Long gestation period

Malls are the latest format in Indian organised retail. So, the gestation period of these

ventures is quite long. A mall sprawl over one lakh sq ft requires capital budget of

Rs.20-30crores, with a payback period of 60-75 months.

Lack of adequate infrastructure

Indian malls are facing the problem of woeful inefficient supply chain. Supply chain

for most of the goods is in the grip of vicious circle of inefficiency due to the factors

like obsolete warehousing, outdated transport technology and poorly coordinatedlogistics. Poor roads, the lack of cold chain infrastructure etc. hampers the

development of food and fresh grocery retail in India. Pilferage was another challenge

mall managers struggled with, which eat up their profit margins.

Retail/Mall Resource Shortage

Human resource is the most important asset of an organization and no one can

understand this better than the mall developers of India. They are facing a crunch in

hiring personnel. In India the mall managers are substituted either by real estate or

hospitality personnel, which is totally a misfit case. The deficiency is not limited to

mall managers only; human resources specialized in the facility management,

advertising programs, and event management is not up to the mark.


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Positioning a Mall

Positioning of malls refers to define the services on the basis of various factors like

demographics, psychographics, income levels and market research. Positioning also

refers to the location of the mall and Indian developers are lacking in this perspective.

Tenant mix (players/shops operating within a mall on rental basis) is a variable factor

but location is a fixed factor and cant be changed. This poor positioning results in

poor platform of differentiating the malls from the competitors. Proper positioning is

the key to distinguish from mall clutter. Usual and identical malls give a monotonous

feeling. Hence, malls are required to develop its own USP rather than just one

amongst many.

OBJECTIVE

To find out the important factors that influences consumer behavior towards

malls.


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CHAPTER 3

RESEARCH METHODOLOGY


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RESEARCH METHODOLOGY

Sampling

Project area is selected by convenient sampling. By this way Magneto

Mall is taken as the project area.

As the universe is not defined so a sample size of 30 respondents is taken.

The respondents are selected by perfect random sampling. Criteria for the

respondents are they must go to Magneto Mall, Raipur frequently for

shopping.

Primary data collection

The report is based on primary data. To collect the data formal

questionnaires are used. The respondents are asked to fill up the

questionnaire form by themselves.

Analysis

After collection of the data analysis is done by the Microsoft excel

software. The comparison is made by different charts and functions of

statistics. T-test is applied to draw the conclusion about the customer

satisfaction and different factors effecting the customer satisfaction.

Research Hypothesis:This research undertook to test following hypothesis that underlined the study.

The hypotheses are as follows:

Null Hypothesis

There is no significance difference between the satisfaction level of customers

and importance of Quality of product at malls.


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and importance of product variety at malls.


and importance of new products availability at malls.


and importance of product price at malls.


and importance of product packaging at malls.


and importance of window shopping at malls.


and importance advertisements at malls.


and importance of accessibility of malls.


and importance of products brand at malls.


and importance of credit card facilities at malls.


and importance of schemes available at malls.


for passing time at mall.


and importance of recommendations


importance of former experience.

Alternate Hypothesis


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There is a significance difference between the satisfaction level of customers

and importance of Quality of product at malls.


and importance of product variety at malls.


and importance of new products availability at malls.


and importance of product price at malls.


and importance of product packaging at malls.


and importance of window shopping at malls.


and importance advertisements at malls.


and importance of accessibility of malls.


and importance of products brand at malls.


and importance of credit card facilities at malls.


and importance of schemes available at malls.


for passing time at mall.


and importance of recommendations.


importance of former experience.


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Dissemination

At the last the report is written according to the findings of the assigned

project and disseminated.


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CHAPTER 4

FINDING AND ANALYSIS


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FINDINGS AND ANALYSIS

Accessibility to mall

Accessibility is a major factor for the consumers for choosing the Mall.

Perception towards the convenience to reach the outlet is tested here which

shows that 17 out of 30 consumers says that its important. As there are many

such outlets in the city its easy to any consumer to choose any other outlet. The

below chart makes degree towards this perception visualize.

Graph: 4.1 Accessibility to malls

Table 4.1: Grid and consumer responses towards accessibility

Grid Accessibility

Not Importance 0

Less Important 7

Important 17

Very Important 6

0

5

10

15

20

Not Important Less Important Important Very Important

No.

ofRe

spondent

Accessibility to Malls


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4.2 Quality of Comparison

Quality comparison between different brands is important from the consumers

point of view. As the malls provide this facility so its an important factor that

influences the consumers towards it.

The above statement is proved by the given chart which shows that 63%

respondents says that it is important for choosing the outlet.

Graph: 4.2 Quality Comparisons

Table 4.2 Grid and consumer responses towards Quality Comparison

Grid Quality Comparison

Not Important 1

Less Important 3

Important 19

Very Important 7

0

2

4

6

8

10

12

14

16

18

20


No.

ofResp

ondent

Quality Comparison


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4.3. Variety of product

Availability of variety of products makes any outlet more convenient for any

consumer to purchase all the required goods from one place which saves their

time, money and effort for searching them.

From the chart shown here we can conclude that 50% of the consumers variety

is very important. 24% says that its important and so on as in the chart.

This is an evidence for showing the degree of importance of the factor.

Graph: 4.3 Variety of Product

Table: 4.3 Grid and consumer responses towards variety of product

Grid Variety of product

Not Important 2

Less Important 5

Important 8

Very Important 15

0

2

4

6

8

10

12

14

16


No.

ofRespondent

Variety of Product


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4.4 Availability of new product

Generally the new products introduced on the market are available in the malls

before than the local stores. So consumers prefer the outlet to get the new

product rather than searching it from the market.

The given chart and table makes this perception clear. Here the degree of

importance of the factor is given. Maximum that is 50% of the respondent said

that it is important for them.

Graph: 4.4 Availability of new product

Table: 3.4 Grid and consumer responses towards Availability of new product

0

2

4

6

8

10

12

14

16


No.

of

Respondent

Availability of new product

Grid

Availability of

new product

Not Important 4

Less Important 1

Important 15

Very Important 10


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4.5 Window Shopping

Many consumers go to the malls without any definite objective to purchase

something. As there are all products in the display they take anything which

attracts them. This concept is called the window shopping which drags the

consumers towards malls. In the given chart maximum respondent i.e. 40% said

that it is very important to them. So, mall changes a typical buyer to a shopper.

Graph: 4.5 Window shopping

Table: 4.5 Grid and consumer responses towards Window shopping

Grid Window shopping

Not Important 2

Less Important 5

Important 11

Very Important 12

0

2

4

6

8

10

12

14


No.

ofRespondent

Window shopping


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4.6 Good Packaging

Fascinating and strong packages makes the consumer attract towards the

products. Although it doesnt affect the selling to a great extent but makes thecustomer happy after purchase. Packaging may make the customer loyal

because it adds the value to some extent.

Here 39% said that this is important. 24 % of the respondents said that its very

important.

Graph:4.6 Good Packaging

Table 4.6 Grid and consumer responses towards Good Packaging

Grid Good Packaging

Not Important 3

Less Important 6

Important 13

Very Important 8

0

24

6

8

10

12

14


No.

ofRespondent

Good Packaging


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4.7 Credit card Facility

In the modern era people are preferring card swapping rather than the cash

transactions. In the multi brand outlets swapping facility attracts people more. It

makes the customers easy to transact that much amount which is required.

The given chart shows the degree of importance of this facility. 40% customers

said that it is important, which is maximum. For 30 % of the customers it is

important.

Graph: 4.7 Credit card facility

Table: 4.7 Grid and consumer responses towards Credit card facility

Grid Credit card facility

Not Important 1

Less Important 8

Important 9

Very Important 12

0

2

4

6

8

10

12

14


No.

ofRespondent

Credit card facility


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Page | 37

4.8 Schemes

Always there are new schemes available for sales promotion in the Malls. The

discounts and offers available in the malls are a major factor to influence the

customers to prefer the outlet.

51% of the respondents said that it is very important. Which shows to what

extent this factor is important.

Graph: 4.8 Schemes

Table 4.8 Grid and consumer responses towards Schemes

Grid Schemes

Not Important 3

Less Important 5

Important 5

Very Important 17

0

2

4

6

8

10

12

14

16

18


No.

ofRe

spondent

Schemes


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4.9 Time Pass

Many people visit to the nearby mall to pass their leisure time. Youth prefer to

go to the malls to pass their time. But from the analysis maximum people saidthat this is not an important factor to go to the Mall. 39% people said that this is

not important which is maximum where as 24% said that is very important.

Graph: 4.9 Time pass

Table 4.9 Grid and consumer responses towards Time Pass

Grid Time pass

Not Important 13

Less Important 4

Important 5

Very Important 8

0

2

4

6

8

10

12

14


No.

ofRespondent

Time pass


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4.10 Price

Price is a major factor for the consumers for choosing the malls. Perception

towards the price at the malls is tested here which shows that 50% consumers

say that its important. Products are available at various prices in malls so that

many consumers get attracted to such outlets.

Graph: 4.10 Price

Table 4.10 Grid and consumer responses towards Price

Grid Price

Not Important 2

Less Important 6

Important 15

Very Important 7

0

2

4

6

8

10

12

14

16


No.

ofRespondent

Price


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4.11 Recommendation by friends/ relatives

Many people prefer to purchase goods from malls as they are recommended for

purchase goods from their friends and relatives. Near about 36% people

purchase goods from malls shopson recommendation by friends and relatives.

Graph: 4.11 Recommendation by friends/ relatives

Table 4.11 Grid and consumer responses towards Recommendation by friends/

relatives

Grid

Recommendations by

friends

Not Important 7

Less Important 8

Important 11

Very Important 4

0

2

4

6

8

10

12


No.

ofRespondent

Recommendations by friends/ Relatives


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4.12 Former Experience

People give less important for former experience of purchase goods from malsl

as they are mainly attracted from many other things such as price, discount and

all that. Near about 43% people gives less important to former experience for

purchase from this type of outlets.

Graph: 4.12 Former Experience

Table 4.12 Grid and consumer responses towards Former experience

Grid Former Experience

Not Important 6

Less Important 13

Important 7

Very Important 4

0

2

4

6

8

10

12

14


No.

ofRespondent

Former Experience


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4.13 Specific Brand

As malls have many outlets means many the brands are available at one place.

Consumer can choose specific brand from all these brands available at mall and

for that he need not require to go to specific brand showroom or shop. A 50%

person out of 30 people gives very much important to this thing to save their

time, money.

Graph:4.13 Specific Brand

Table 4.13 Grid and consumer responses towards Specific Brand

Grid Specific Brand

Not Important 3

Less Important 4

Important 8

Very Important 15

0

2

4

6

8

10

12

14

16


N

o.

ofRespondent

Specific Brand


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4.14 Influencing by Advertising

As advertising is more important thing in promotion of product and goods. Due

to this type of promotion more people gets attract towards malls and also gets

strongly influencing due to advertising. A 36 % people give very much

importance to this attribute as they are mainly influencing by advertisement.

Graph: 4.14 Influencing by Advertising

Table 4.14 Grid and consumer responses towards Influencing by Advertising

Grid Influencing by Advertising

Not Important 6

Less Important 6

Important 5

Very Important 13

0

2

4

6

8

10

12

14


No

.ofrespondent

Influencing by Advertising


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4.15 Combine effect of all influencing factor

Below table shows that preference of people towards various influencing factors

in according with specified Gridpoints such as not importance to very

importance.

Table: 4.15 Combine effect of all influencing factor

Influencing Factor

Not

Importance

Less

Important Important Very Important

Accessibility 0 7 17 6

Quality Comparison 1 3 19 7

Count of Variety 2 5 8 15

Availability of new

product 4 1 15 10

Window shopping 2 5 11 12

Good Packaging 3 6 13 8

Credit card facility 1 8 9 12

Schemes 3 5 5 17

Time pass 13 4 5 8

Price 2 6 15 7

Recommendations 7 8 11 4

Former Experience 6 13 7 4

Specific Brand 3 4 8 15

Influencing by

Advertising 6 6 5 13


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Graph: 4.15 Not Important influencing factors against perception

Chart: 4.15 Not Important influencing factors against perception

0

2

4

6

8

10

12

14

No.

ofRespondent

Influencing factor

Not Important factors

Accessibility

0%

Quality Comparison

2% Count of Variety

4%

Availability of new

product

7%

Window shopping

4%

Good Packaging

6%Credit card facility

2%

Schemes

6%

Time pass

24%

Price

4%

Recommendations

13%

Former

Experience

11%

Specific Brand

6%

Influencing by

Advertising

11%

Not Important


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Graph 4.16 Less Important

Chart 4.16 Less Important

0

2

4

6

8

10

12

14

No.

ofrespondent

influencing factors

Less Important

Accessibility

9%Quality Comparison

4%

Count of Variety

6%

Availability of new

product

1%

Window shopping6%

Good Packaging

8%


10%Schemes

6%

Time pass

5%

Price

7%

Recommendations

10%

Former

Experience

16%

Specific Brand

5%

Influencing by

Advertising

7%

Less Important


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Page | 47

Graph: 4.17 Important

Chart: 4.17 Important

0

2

4

6

8

10

12

14

16

18

20

No.

ofrespondent

influencing factor

Important

Accessibility

12%

Quality

Comparison

13%

Count of Variety

5%

Availability of new

product

10%

Window shopping

8%

Good Packaging

9%


6%

Schemes

3%

Time pass

3%

Price

10%

Recommendations

8%

Former Experience

5%

Specific Brand

5%

Influencing by

Advertising

3%

Important


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Page | 48

Graph 4.18 Very Important

Chart: 4.18 Very Important

0

2

4

6

8

10

12

14

16

18

No.

ofrespondent

Influencing factor

Very Important

Accessibility

4% Quality Comparison

5%

Count of

Variety

11%Availability of new

product

7%

Window

shopping

9%

Good Packaging

6%


9%

Schemes

12%

Time pass

6%

Price

5%

Recommendations

3%

Former Experience

3%

Specific

Brand

11%

Influencing by

Advertising

9%

Very Important


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Page | 49

Calculations

Influencing Factor Mean

Standard

Deviation

T Test Value Null

Hypothesis

Critical CalculatedQuality Comparison 3.1 0.6915 0.7505 0.05 Accepted

Count of variety 3.2 0.9613 0.4112 0.05 Accepted

Availability of new product 3 0.9643 0.8909 0.05 Accepted

Price 2.9 0.8449 0.6607 0.05 Accepted

Good Packaging 2.9 0.9371 0.5182 0.05 Accepted

Window Shopping 3.1 0.9229 0.6741 0.05 Accepted

Advertisements 2.8 1.2058 0.5481 0.05 Accepted

Accessibility 3 0.6687 0.8721 0.05 Accepted

Specific Brand 3.2 1.0199 0.5068 0.05 Accepted

Credit Card Facility 3.1 0.9072 0.7772 0.05 Accepted

Schemes 3.2 1.0635 0.4370 0.05 Accepted

Time-pass 2.3 1.2847 0.0136 0.05 Rejected

Recommendation 2.4 1.0034 0.0184 0.05 RejectedFormer Experince 2.3 0.9523 0.0051 0.05 Rejected


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Page | 50

CHAPTER 5

CONCLUSION


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CONCLUSION

This study concluded with some results comes out after analyzing of all first

hand data that collected by students.

Very important factor that influence the consumer behavior towards

Malls is the schemes available throughout the year for different brands.

The variety of products offered in the malls and the different brands

available at one location is also a very important factor that influences the

consumers.

Then second, the quality comparison is the important factor subsequent to

schemes that influence customer behavior towards malls.

Accessibility, Quality and Price can also be considered as important

factors influencing the consumers to go to malls for purchasing rather

than going to individual brand stores.

It was also found that going to mall only for time-pass was not important

for the people.

It was found that former experience and recommendation were not

important factors considering the customers.

SUGGESTIONS

The study concluded that variety of products, quality of products, schemes

offered are the most important factors affecting the consumers. So, it is

suggested to maintain the variety and quality of products offered by different

stores in the malls to keep the customers interested in visiting the malls for

purchasing.

Effective advertisements can also help to attract more customers towards malls.


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Page | 52

Offering different types of brands to the customers is also important as many

customers consider a particular brand for purchasing and will often purchase

from the same brand. The customersperception towards different brands

should be taken into account while deciding the stores that are being placed in

the malls.

The malls should be planned very carefully so that it is accessible to large

population and appeals to them. People prefer shopping in malls when they are

easy to reach.


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Page | 53

APPENDIX AND

BIBLIOGRAPHY


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Questionnaire

FACTORS EFFECTING CONSUMER BEHAVIOR TOWARDS MALLS

(Tick whichever applicable)

GENERAL INFORMATION:

Name: Age:

Gender: Male Female

Marital status: Single Married

Occupation: Businessman Service

House-Wife Student

Satisfaction Level with Mall:

Not satisfied Neutral Satisfied Very satisfied

Please tick the box against each factor that suits you the most

Influencing Factor Not Important Less Important Important Very Important

Accessibility

Quality Comparison

Count of Variety

Availability of new product

Window shopping

Good Packaging


Schemes

Time pass

Price

Recommendations

Former Experience

Specific Brand

Influencing by Advertising


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Respondent SheetRespondents

AgeGende

r

MaritalStatus

Occup

ation

Incom

e

Satisfa

ctionlevel

Qualit

y

Variety

Newproduct

Price

Packaging

Windo

wShopping

Advertisements

Access

ibility

SpecificBrand

Facilit

y

Schem

es

Timep

ass

Recom

mendation

Experience

1 1 2 1 4 2 4 3 3 4 2 4 1 3 4 4 4 4 4 1 2

2 1 1 1 4 4 3 2 4 3 3 3 3 1 2 3 3 4 2 2 3

3 1 2 1 4 3 2 3 2 1 4 2 3 4 3 4 4 2 4 3 2

4 1 1 1 4 3 4 4 4 4 3 3 3 3 3 1 2 1 3 1 1

5 1 1 1 4 4 3 3 4 4 3 1 2 2 4 4 4 4 2 2 2

6 1 2 1 4 3 2 3 4 3 2 2 4 4 2 3 3 3 4 3 3

7 1 2 1 4 4 3 4 1 3 3 4 1 4 3 4 2 2 1 4 18 1 1 1 4 4 4 3 2 1 4 3 3 1 3 4 4 4 4 2 2

9 1 1 1 4 3 3 2 3 4 3 1 2 4 2 1 3 1 2 3 4

10 1 1 1 4 4 4 3 4 3 1 4 4 3 3 3 4 3 3 1 2

11 2 2 2 2 2 3 3 4 4 3 2 3 4 4 4 2 4 1 4 3

12 2 2 1 4 4 2 4 2 3 2 4 4 2 3 4 3 2 1 2 2

13 2 1 1 1 3 2 3 3 2 4 2 2 4 2 3 1 4 1 3 1

14 2 1 1 2 2 2 3 4 1 3 3 3 3 3 4 4 1 4 4 2

15 2 1 2 1 4 1 3 2 4 4 3 4 4 3 1 3 3 3 3 3

16 2 2 1 4 3 4 4 3 3 3 3 4 1 2 4 2 4 1 2 417 2 1 1 2 3 3 3 4 3 2 1 2 4 3 3 4 4 1 3 2

18 2 1 1 2 4 3 3 1 1 3 4 4 2 3 4 3 4 4 3 3

19 2 1 2 1 2 4 3 4 4 4 2 3 3 4 2 2 2 1 1 1

20 2 2 1 3 3 3 4 2 3 3 4 4 4 3 3 4 4 3 3 2

21 3 1 2 1 4 3 3 4 3 2 3 2 1 2 4 3 4 2 2 1

22 3 1 2 2 4 4 1 3 3 3 3 4 4 3 4 4 4 1 4 3

23 3 2 2 2 3 3 3 4 4 1 2 3 2 3 2 2 4 1 3 4

24 3 1 2 2 4 4 4 4 3 4 3 3 4 3 3 4 4 4 1 3

25 3 1 2 1 4 1 3 3 3 3 3 3 2 4 4 3 3 1 2 2

26 3 1 2 1 2 4 2 4 4 3 4 4 4 3 2 4 2 3 3 127 3 2 2 3 3 3 3 3 3 4 3 4 1 2 3 2 4 1 1 2

28 3 1 2 1 3 2 3 4 4 3 3 3 4 3 4 3 4 1 2 2

29 3 1 2 1 4 3 4 4 3 3 4 4 2 3 4 4 4 1 3 2

30 3 2 2 3 4 4 3 3 3 2 3 4 1 4 2 2 3 4 1 4


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Coding

Age Below 15years 1

15-30years 2

30+ years3

Gender Male 1

Female 2

Occupation Businessman 1

Service 2

Housewife 3

Student 4

Household Income


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BIBLIOGRAPHY

Kevin Lane Keller (2004), Strategic Brand Management, 2nd

edition, Pearson Education, New Delhi

Consumer Behavior, 6th

Edition, by Lean G.Sehiffman and

Leslic lazan Kanuk.

Consumer Behavior, 6th

Edition, by Hawkins, Best ad Coney.

Brand Equity (Economic Times)

www.google.com

www.wikipedia.com

Echt.co.in
http://www.google.com/http://www.wikipedia.com/http://www.wikipedia.com/http://www.google.com/

ECHT Mall Report

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