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A

Project Report

ON

“A STUDY ON CONSUMER ATTITUDE TOWARDS

SHOPPING MALLS”

At

UDAIPUR

IN THE PARTIAL FULFILMENT OF THE TWO

YEAR FULL TIME MBA PROGRAMME

2011-2013

Submitted By: - Submitted To:

Vaibhav singh dodiya Dr.sunita agrawal

M.B.A 4THSem

Advent Institute of Management Studies, Udaipur (Raj



CERTIFICATE

This is to certify that Mr. vaibhav singh dodiya has completed his project

report title “consumer attitude towards shopping in malls” under my

supervision. To the best of my knowledge and belief this is his original work

and this, wholly or partially, has not been submitted for any degree of this

or any other University.

Date:



PREFACE

The retailing sector in India have undergone significant transformation in the past 10

years. The retail business, in India, is estimated to grow at the rate of 13 per cent per

annum to US$ 620 billion in 2012-13. The unorganized retail sector is expected to grow

at the rate of 10 per cent per annum to US$ 516 billion in 2012-13. Organized retail

which now constitutes a small three to four per cent of retail sector is likely to grow at

45-50 per cent per annum and quadruple its share of total retail trade to 16 per cent by

2014-15.

For the current generation of consumers, the meaning of shopping has changed. It is

not just a mere necessity, as it was earlier, but much more than that. The factors that

affect store choice and draw customers to the shopping centre include space,

ambience, and convenience and moreover an array of choice under one roof. The

growth of integrated shopping malls, retail chains and multi-brand outlets is evidence of

consumer behaviour being favourable to the growing organized segment of the

business. Space, ambience and convenience are beginning to play an important role in

drawing customers. Decision making is more complex and even more important for

consumers today.

Indian retail culture changing from small kirana shops to malls and hypermarkets where

the customer finds himself in a spot. The attitude of customers is also gradually

changing towards organized market segments mainly due to increased income levels,

strong economy, changing life styles and shopping habits of customers. As the

unorganized retailers are the small retailers, having no capacity to face the competition

offered by the high capacity organized retailers, the gap between the two is widening

and forcing the former under financial crisis and threat to the existence.



ACKNOWLEDGEMENT

I express my sincere thanks to my project guide, Dr. Sunita Agrawal

Professor ‘Advent Institute of Management Studies, for guiding me right

from the inception till the successful completion of the project. I sincerely

acknowledge her for extending their valuable guidance, support for

literature, critical reviews of project and the report and above all the moral

support she had provided to me with all stages of this project.

(Signature of Student)



SUMMARY

The retail industry in India is emerging as a one of the largest industries estimated to

account for more than 10 per cent of the country’s GDP and around 8 per cent of the

employment. Its highly dynamic and fast growing nature has put India on the threshold

of a major shake-up to become the next retail boom area. Despite global slow-down and

economic recession faced by most of the established as well as developing countries

Indian economy has weathered the storm showing a fast track come back on the pre-

recession stage. Retail industry is divided into unorganized and organized sectors. In

India, unorganized retailing has been predominantly in the form of local Kirana shops

also called Mom-n-Pop stores, owner/ manned general stores, paan/beedi shops,

convenience stores, hand cart and pavement vendors, etc. Organized retailing on the

other hand refers to licensed retailers, who are registered for sales tax, income tax, etc.

including corporate-backed hypermarkets and retail chains besides the privately owned

large retail businesses. The retail sector is expanding and modernizing rapidly in line

with India’s economic growth and recent Government of India’s initiatives.

The changes in the consumer behavior, is bringing about change in retail industry, as

India migrates from the unorganized to organized retail. Income, technology and life

styles of consumers are changing, even from whom they buy are changing. The location

or the place where they buy is changing; the shops are opened closed according to the

convenience of the buyers. The buying process has changed due to Internet buying,

which brings new and better deals and also saves time. Population growth rate,

increasing literacy rate and increasing family income has an effect on consumer

spending. Changing social attitudes towards work, home and leisure affect the retail

strategies. Political decisions relating to the environment, shopping locations and fair

trade affect, where and how retailers can trade. Changes in technology bring new

attitudes to buying products and services and to better organization of the supply chain.



Chapter

No.

Name Page No.

1. Introduction

2. Retail industry in india

3. Concept of mall

4.

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