51989399 Project on Shopping Mall

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A

PROJECT REPORT

ON

MARKET RESEARCH

OF

SHOPPING MALLS

Submitted by:-Group: -S.Y.M.B.A.2007-2008

Submitted to:-

K.S. School of Business ManagementGujarat UniversityAhmedabad.

K. S. School of Business Management - 1-
http://www.vishalmegamart.net/foodmart.htmhttp://www.vishalmegamart.net/sports.htmhttp://www.vishalmegamart.net/footwear.htmhttp://www.vishalmegamart.net/telemart.htmhttp://www.vishalmegamart.net/men.htmhttp://www.vishalmegamart.net/trvallindex.htm


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NAME OF THEFACULTY GUIDE: - MRS.MALA SHETH

SIGNATURE OFFACULTY:-


Name Roll no

Rahul Mishra 2053

Sneha Bhavsar 2079

Arva Dholkawala 2085

Jimesh Gajjar 2086

Kinjal Gandhi 2087Dhara Khakhar 2098

Parthesh Laheri 2100

Neha Pandey 2110

Prashant Parmar 2112

Dhara Patel 2114


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1. Acknowledgement

2. Introduction of Retail Industry3. History4. Types of shopping centers5. General terminology regarding malls6. Basic requirement

Approvals required for construction7. 7 Ps of Marketing

Product

Price

Place

Promotion

People

Physical Evidence

Process Management

8. Worlds 10 biggest malls9. About malls

Malls in India Vs Malls In China

Malls in Ahmedabad

Malls profile

Growth of malls

World mall v/s Indian mall

Future plans



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10. Market Research (Age group 21 to 50years.)

Research planQuestionnaire

Analysis11. Market Research (Age group above 50

years.)Research plan

Questionnaire

Analysis12. Suggestions13. Limitations14. Conclusion15. Bibliography16. Webography



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those people who helped us during the course of this project & in the endhelped us give it the form as seen today.

It is true that world out side name of a time is different from what wehave perceived. Similarly it is possible that the theoretical knowledge is notonly aim of our career , getting practical knowledge is also an important thing,which is not possible without support , guidance, motivation & inspirationprovided by different person. Hence, our project bears the imprints of manypeople.

We are greatly indebted to Mrs. SARALA ACHUTAN, the director ofK.S School of Business Management, who gave us the valuable opportunity of

involving ourselves in such project assignment.We would like to thank Mrs. MALA SHETH for her support &

immense help. There are many people out side the college premises who givetheir valuable time for our project. We would like to thank them also.

MR. AKASH , General Manager , Gallops mallMR. RAKESH , Store Manage , Big Bazaar ,S. G. road Branch

And special thanks to

MR. MITESH MEHTA from U.S.A forproviding some data and web sites

Related to the topic.



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Retail Sector in India: Issues and Prospects

Retail, according to Concise Oxford English Dictionary, is the sale of goods to

the public for use or consumption rather than for resale. Retailing is derived from the



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French word 'retailer' meaning breaking bulk' and breaking bulk quantities into

smaller sellable units. Usually, a retailer buys goods or products in large quantities

from manufacturers or importers, whether directly or through a wholesaler, and then

sells individual items in small quantities to the general public or end users. The world

over the retail sector has grown rapidly with increasing sophistication and

modernization of the life-style of households and individuals and with increasing

globalisation of trade; India has begun to cater up rather astonishingly rapidly.

An Overview of Indian Retail Sector

The retail sector has helped in giving strong impetus to overall economic growth

as a significant driver of the growth of service sector, which contributes as mush as 54

per cent of GDP. It has strong backward and forward linkages with other sectors like

agriculture and industry through stimulating demand for goods and through mass

marketing, packaging, storage and transport. Moreover, it creates considerable direct

and indirect employment in the economy. Also, the consumers have benefited in terms

of wide range of products available in a market.

Components of Retail Sector

The major components of the retail sector are:



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Food and Grocery, Fast Moving Consumer Goods (FMCGs), Consumer

Durables, Apparel, Footwear, Watches, Jewellery, and Health and Beauty products,

etc.

The anatomy of the retail market has shown that the clothing and textiles

constitutes 39 per cent of the organised retail pie, followed by food and grocery, which

accounts for 11 percent of the total retail market.

However, according to the survey conducted by KPMG for Federation of Indian

Chamber of Commerce and Industry (FICCI), among these, the food and grocery is

expected to witness the fastest growth followed by clothing as the second-fastest

growing segment.

Key Players in the Retail Sector



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The main players in the sector are classified as big corporate houses, dedicated

brand outlets and multi-brand outlets. Some of the market leaders are:

Corporate Houses: Tatas (Tata Trent), RPG Group (Food World, Health & Glow),

ITC (Life Style), Rahejas (Shoppers Stop), Hiranandani (Haike)

Dedicated Brand Outlets: Arrow, Nike, Reebok, Zodiac, etc.

Multi Brand Outlets: Vijay Sales, Apana Bazar, Viveks etc.

Manufacturers/ Exporters: Pantaloons, Bata, Weekender etc.

Among these, the formats like supermarkets (e.g. Food Bazaars) have thehighest potential for growth in India followed by hypermarkets (e.g. Big Bazaar,

Spencers).

Rural-Urban Share in Retail Sector



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A distinctive feature of organised retailing in India is that it is largely an urban

phenomenon. Organised retail has been more successful in metro cities, so in the south

and west of India . The reasons for this regional variation range from differences in

consumer buying behaviour to cost of real estate and taxation laws. Nonetheless, the

case for Indian retailers to explore rural markets is strong. Factoring the size of the

rural population and agricultural income growth in rural India, the rural market is

certainly an opportunity for retailers with an innovative retail proposition. A clear

indicator of this potential is the current share of rural market across major categories of

consumption.

[The survey conducted by KPMG for Federation of Indian Chamber of Commerce andIndustry (FICCI).]

Growth and Future Prospects



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With the economy growing at a robust rate at near 8 per cent, the retail sector has

also been witnessing notable growth due to an unprecedented consumption boom. The

multiple factors driving this boom are:

First, favourable demography with roughly 60 per cent of the total population

below 30 years of age group. And higher disposable incomes of young middle class

consumers due to employment in IT, management and increasing number of working

women, Change in consumption pattern with high aspiration levels. The AC Nielsen

Online Omnibus Survey 2005 has rated India in the highest category of Aspiration

Index (especially in consumer durables segment) in Asia along with China, Indonesia

and Thailand.

Growth in Major Retail Segments

1. Food and Grocery

The food industry is the largest growing industry after the clothing segment.According to the FICCI study, the size of the food and beverages industry is Rs 3,

58,000 crore. The FICCI has urged the government to have pro-active approach for

helping the industry to achieve the lower cost, quality improvement and better

performance in the competitive environment.

2. FMCG (Fast Moving Consumer Goods)



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In the last couple of years, the FMCG segment has grown at a rapid pace,

especially due to increasing number of big FMCG outlets like Big Bazaar. The

products, which have shown significant growth in rural markets, are toothpaste, hair

oils and shampoos. Shampoo sales, in rural areas have gone up by 30.8 per cent as

compared to just 11 per cent in urban areas.

3. Consumer Durables

The size of the Indian consumer goods industry is at around Rs 20,000 crore.

After three years of buoyant performance, the consumer durable industry has shown

a moderate growth (in terms of production) of 13.6 per cent during the period April-

January 2006 as compared to 14.8 per cent over the corresponding period in the

previous year (Ministry of Statistics and Programme Implementation).

Investment in Indian Retail Sector

According to the KSA Technopak Retail Summit 2005, investment in the Indian

retail sector is estimated at Rs 2000 crore to Rs 2,500 crore in the next two to three

years and over Rs 20,000 crore by the end of 2010. Large Indian corporate houses like

Tata, Reliance, Raheja, ITC, Bombay Dyeing, etc.Have continued to show interest in

huge investments in organised retailing.

About Indian Retail Market



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Given the robust growth observed in various retail segments, the current scenario

of the Indian retail sector is certainly bright and promising. However, there are number

of issues which need attention:

1. Foreign Direct Investment (FDI)

According to FDI proponents, some of the major benefits of opening up the retail

sector are:

Employment generation,

Competitive environment resulting in price and quality advantage to consumers,

Expansion of manufacturing base and foreign investment,

Reward to farmers if direct purchase of produce from farmers and,

Better standard of living to meet rising aspiration levels of middle and higher-

middle income class.

2. Unbalanced GrowthThe key is in slicing the relevant customer segments and developing appropriate

formats. If the specific needs of consumers are recognised, there would be a

considerable market expansion, which would divert a part of retail business to rural

areas and help in reducing rural-urban imbalance.

Real Estate: Availability and High Costs



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The most crucial infrastructural problem of modern retail development is the

availability of quality retail space in India. The preferred form of retail real estate

acquisition is through long-term leases in India. Few retailers prefer a mix of owned

and leased real estate space and some own it.

Currently, the total retail mall space, as shown in the chart above, is 22million sq.ft. and is expected to be at around 90 million sq. ft. by the end of2007, a huge increase of 309 per cent.



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The antecedents of the modern shoppingcenter were the ancient agoras and medieval piazzas of European cities. Theindustrial revolution of the 19th century produced the department store but made

cities crowded and dirty, and the desire to improve life by moving away from thecity gave birth to the suburb and shopping mall.

1842 Andrew Jackson Downing described English "Landscape Gardening"with "curvilinear" layouts in his Cottage Residences book, and inspired hisdisciples such as Frederick Law Olmsted and Calvert Vaux to improve city lifewith parks and gardens.

1888 The electric streetcar developed in Richmond VA made possible "streetcarsuburbs" and decentralized commercial centers.

Baltimore streetcaron Roland

1898 Ebenezer Howard in Britain published To-morrow: A Peaceful Pathto Real Reform on garden cities to escape the industry and crowding of largeurban centers, led to the building of Letchworth.

Line cottages in Birds Hill atLetch worth

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1916 Chicago architect Arthur Aldis persuaded wealthy residents of Lake Forest,Illinois, and investors such as Cyrus H. McCormick, Jr., to form the Lake ForestImprovement Trust to build Market Square, an integrated shopping complex of 28

stores, 12 office units, 30 apartments, gymnasium, clubhouse and landscaping.

1928 Don M. Casto opened Grandview Avenue Shopping Center in Columbus,Ohio, with 4 supermarkets and 20 other stores and parking for 400 cars. Grandview

became a model for the auto-accessible strip mall.

1930 Strawbridge & Clothier department store in Philadelphia built a branch storeat Suburban Square in Ardmore on the Main Line. In many cities, departmentstores became the leading force in building suburban shopping centers.

1935 Greenbelt, Maryland, was built by the New Deal as a planned communityincluding stores, but not organized as a shopping center.

1938 Silver Spring Shopping Center in Silver Spring, MD, was an earlyneighborhood center of 19 stores anchored by a grocery store and the SilverTheatre, with an off-street parking lot, designed by John Eberson.

1947 The North Shore Center opened near Beverly MA to serve as a regionalshopping center for the Boston area, designed by Kenneth Welch as a village greenwith stores surrounding a 100-ft. landscaped central open area.



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1950Northgate opened near Seattle on April 21, the first regional shopping centerdefined as a "mall." Anchored by a Bon Marche department store, it provided800,000 sq. ft. for stores arranged in a linear pattern along a 44-foot wide

pedestrian walkway, or "mall" that would become the center spine of all futureregional shopping centers. The word came from the British game of pall-mall, or"ball and mallett" combining elements of croquet and golf, played since the 1500son a wide fairway green.

Northgate in 1950 from History Link

1950 The drive-in grew in popularity as cars and suburbs shifted population awayfrom center cities; the Campus Drive-In near San Diego State University featured a50-foot-high neon majorette.

1951 Valley Plaza opened as the first shopping center designed to be built nearmajor freeways, anchored by a Sears store, located in the rapidly growing suburbsof the San Fernando Valley north of Los Angeles.

Lakewood ca. 1952 from Mid Cities

http://www.yesterdayla.com/midcities.htmlhttp://www.yesterdayla.com/Graphics/lakewoodcenter1.jpghttp://history.sandiego.edu/gen/filmnotes/images2/northgate.jpghttp://www.yesterdayla.com/midcities.html


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1956 Victor Gruen's 95-acre two-level Southdale Center Mall opened Oct. 8 inEdina, MN, near Minneapolis, the first fully enclosed shopping center, with aconstant climate-controlled temperature of 72 degrees, inspired by the design of the

Galleria Vittoria Emanuele designed and built by architect Giuseppe Mengoni1865-77 in Milan, Italy. In Maryland, James Rouse opened in October theMondawmin Mall west of Baltimore.

South dale in 1956 from MHS

1957 International Council of Shopping Centers was founded with a membership of36. The first chairman of the ICSC Board was Leonard L. Farber who haddeveloped suburban strip centers from his New York company headquarters. AlbertSussman was elected the ICSC president 1958-86.

1959 Burdick Mall opened in Kalamazoo, a downtown pedestrian mall designed byVictor Gruen who believed shopping centers could revitalize declining urbancenters in the United States. The USIA selected Kalamazoo as the All-AmericanCity for 1959 with a traveling exhibit in Europe. The success of the Burdick Mallinspired a national craze for downtown pedestrian malls.

1963 Stanley H. Durwood became the father of the multiplex movie theater whenhe opened two side-by-side theaters with 700 seats at Ward Parkway Center inKansas City; he went on to lead AMC Entertainment to become the third-largestmovie theater company in the nation.

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1964 Ghirardelli Square opened in San Francisco in renovated chocolate factorybuildings from 1893, one of the first urban specialty malls. The Fulton Streetdowntown pedestrian mall opened Sept. 1 in Fresno, California, "a pedestrian oasis

with its fountains, cascades, pools, brooks and excellent sculptures was admired byarchitects around the world." (UNHCR)

1967 South Coast Plaza opened in Orange County's South Coast area, grew to175shops with 6 department stores and 2,000,000 sq ft after expansion in the 70sincluding theme restaurants such as the 20th Century Limited Dining CarRestaurant and Station Saloon.

1968 Montgomery Mall opened as the first regional shopping center in theWashington DC area, followed by Tysons Center in 1969, Landover Mall in 1972

that was reborn in late 70s as "the first successful black shopping mall in suburbia"(Kowinski p.160). Other DC malls included Springfield Mall, Lake Forest Mall inGaithersburg, Fair Oaks Mall in Fairfax, and White Flint in 1977 in North BethesdaMD.

1969 For the city's 200th anniversary, the San Diego City Council approved anurban renewal study with a downtown shopping center that became Horton Plaza,designed by Jerde Architects in 1975 and built by Ernest Hahn, opening in 1985,with a United Artists seven-screen movie theater.

1970 John Portman in Atlanta designed and built the Hyatt Regency, one of thefirst urban "megastructures" with large open interior lobby and shopping complex.

1972 After 20 years of steadily expanding construction, the United States had atotal of 13,174 shopping centers.

1973 The Hahn Co. built the Parkway Plaza shopping center in El Cajon thatincluded a three-screen United Artists theater (closed in 1989).

1974 Westminster Mall opened south of Los Angeles, the last regional mall built

with a huge central court.



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1975 Fox Hills Mall opened in Los Angeles, the first 3-level mall in California.Westwood Mall opened near Houston.

1977 Roy Ramond founded Victoria's Secret lingerie store in San Francisco, andafter being sold in 1982 to The Limited Corporation, expanded rapidly intoshopping centers, with 1000 stores by 2005.

1989 The Cinemapolis on La Palma Avenue in Anaheim Hills was the first 10-screen multiplex theater in northern Orange County; over the next decade, theaddition of 500 screens would make Orange County one of the top 10 markets inthe country with the most movie theaters per capita.

1990 The decade of the 1980s saw the construction of more than 16,000 shopping

centers. A Gallup poll showed Americans averaged four trips to a regional orneighborhood mall per month.

1992 Sara Donovan, founder of WalkSport America, began promoting "mallwalking," later wrote book "Mall Walking Madness" in 2002.

1995 The first megaplex theater (defined as 14 screens or more) opened in May inDallas with a 24-screen AMC palace; in November, Edwards opened a 21-screenmegaplex at Irvine Spectrum Center, at a cost of $27-million for 158,000 squarefeet with 6,400 seats and a 3D IMAX.

2000 Factory outlet centers became one of the fastest-growing segments of theshopping center industry in the 1990s. Anderson-Little in 1936 began the firstfactory outlet store for its men's clothing overstock; Vanity Fair was the first multi-tenant outlet center opened 1974 in Reading PA; in 1979, Belz Enterprises openedthe first enclosed factory outlet mall in Lakeland, TN, near Memphis; in 1985,Herbert S. Miller of Western Development (became Mills Corp.) opened PotomacMills in Woodbridge, VA, the first of many "Mills" projects combining features ofthe shopping center with the bargain outlet store, such as Sawgrass Mills with2,000,000 sq. ft. in Sunrise, Florida. By 1987 there were 108 factory outlet malls,

by 1999 there were 278 outlet centers.



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2006 Otay Ranch Town Center will open in October on 85 acres off OlympicParkway in the boomtown of Chula Vista. As a "lifestyle mall," it will combinesome aspects of a regional mall with an old-fashioned town square. In its first

phase, it will have 80 specialty stores, mostly upscale; possibly a Nordstromdepartment store; and several restaurants, including P.F. Chang's China Bistro andThe Cheesecake Factory.



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Arcade:



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A type of enclosed urban shopping center popular in the 19th century, typically withan arched glass roof and two rows of shops either side of a pedestrian passageway,which often connected two parallel streets.

Community center:

A shopping center of 100,000 to 350,000 square feet GLA, typically anchored by aone or two discount department, drug, or home improvement stores; they arecommonly open, one-story, with stores arranged in a single strip, L orU shape.

Convenience center:

An open shopping center with fewer than half-a-dozen with stores offering day-to-daynecessities, such as a min-mart, dry cleaners, wine and bear etc.

Enclosed mall:

Shopping center entirely inside a roofed structure, so that entrance to the mall iscontrolled by a limited number of entrances and most stores are accessible only viainterior corridors.

Entertainment complex:

A shopping center that features theaters, restaurants, amusements and related retailstores.

Fashion mall:

A shopping center featuring stores that offer stylish clothing, posh merchandise, andquality consumer goods.

Festival (or themed) marketplace:



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Urban entertainment and shopping center, usually with restaurants and entertainments,associated with a place of historic or cultural interest, such as Baltimore's Inner Harborand Bostons Faneuil Hall.

Galleria:

A glass-roofed mall or mall courtyard, derived from the European glass-vaultedVictorian-era shopping arcades, especially the design of the Galleria Victoria EmanuelII (built 1867) in Milan, Italy.

Grey fields:

A dying shopping center, specifically (according to Price-Waterhouse-Coopers) acenter in which annual sales is less than $150 per square foot of retail space.

Lifestyle center:

Typically, an open-air shopping center or mall whose array of retail outlets (such aswomen's fashion stores, jewelers, leather goods, and restaurants) are designed toappeal to upscale consumers; lifestyle centers usually include attractive landscaping,fountains, outdoor seating, and other features that encourage browsing.

Mall:

Any large shopping center (usually enclosed) with adjacent parking and out buildings.

Mixed-use center:

Any integrated complex that may contain offices, restaurants, theaters, a hotel andother services, in addition to retail stores.

Neighborhood center:



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Typically, an open-air shopping center of 30,000 to 150,000 square feet GLA with 3 to15 stores, anchored by a supermarket.

Open-air:

A shopping center in which stores are directly accessable to the public; exteriorwalkways may be covered, but the stores are not enclosed under a single roof.

Outlet (or off-price) mall:

A shopping center with national brand-name retailers, factory outlets, or close-outoutlets selling discounted merchandise.

Power mall: A shopping center containing several category-killer stores.

Regional center:

A shopping center with 400,000 to 800,000 square feet GLA, often an enclosed mall,with 40 to 100 stores anchored by one or more department stores.

Shopping center:

A planned group of connected retail stores, usually with an attached parking area,specially developed on a parcel of private property and managed by a singleorganization.

Strip:

A small open-air neighborhood shopping center, typically smaller than 10,000 squarefeet GLA, with at least three stores, arranged in a connected row facing a parking area.

Super-regional center:



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The largest classification of shopping center; it is usually an enclosed mall larger than800,000 square feet GLA with more than 100 stores, including several departmentstores.

Urban mall:

Shopping center located within a city, the largest of which may be on several levelswith adjacent multi-level parking.

Value-oriented mall:

A large shopping center characterized by low-end, discount, and outlet stores.

Village center:

An open-air shopping center having several wings and often a central plaza.

Double dumbbell shape:

A cross-shaped shopping center with anchor stores at the end of each cross.

Draw tenant:

A store that attracts a large number of potential customers to a shopping center.

Factory outlet:

A retail store that sells merchandise direct from the manufacturer, usually at reduced.

L-shaped:



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A shopping center with two linear strips of stores connected at right angles, formingthe letterL; anchors are typically located on the two ends or at the apex, with parkinginside the apex; L-shaped is a common design for community-sized centers.

Off-price center:

A retail store that sells brand-name clothing or other goods (often with labelsremoved) at reduced prices.

T-shaped:

A shopping center comprising two linear arrays of stores forming the shape of theletterT, with anchor stores at each of the three ends and parking on all sides.



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Anchor stores:



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The largest retail outlets, usually located at the ends or corners of shopping centers,and chosen in part for their potential to attract customers to the shopping centergenerally; department stores usually anchor regional and super-regional malls and

supermarkets are typical anchors in community centers.

Back of the house:

The office, stock room, and other non-retail areas of a store.

Big box:

A large stand-alone store that specializes in a single line of products, such as homeimprovements, toys, or office supplies.

Brownfield:

A potential shopping center site contaminated by chemicals, such as a formerindustrial location.

Cart:

A wheeled display from which merchandise is sold in pedestrian areas of a mall.

Cash wrap:

The front counter with the cash register and often a wrapping or packing area.

Category killer:

A large national chain store specializing in one line of products, such as homeimprovements, office supplies, or toys, that can overwhelm both smaller and morediverse competitors because of its size, variety of merchandise, and prices.

Community room:



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An area available for public use, ranging from a bare meeting room that canaccommodate folding chairs and tables to a more elaborate hall with stage, adjacentkitchen, and other services.

Food court:

A separate area of a shopping center containing fast-food outlets and a commonseating area.

Free-standing store:

A retail outlet not associated with a shopping center, especially those at a distancefrom congested shopping areas and downtowns.

Greenfield:

Undeveloped land, particularly a site suitable for a shopping center.

Gross Leasable area (GLA):

The total area of floor space (usually cited in square feet) leased for retail shops,consumer services, and entertainment, including restaurants. The total floor area of any

shopping center or mall is inevitably larger than the gross Leasable area; the differencecan be accounted by mall offices, utility areas, storage, rest rooms, interior plazas, andother non-revenue producing spaces. Areas that are not let on long-term leases, such asassembly halls, exhibition space, public meeting rooms, and the like are usually notincluded in GLA figures, though they may produce some rental revenue.

Junior department store:

A small department store offering a limited selection of goods; a scaled-down versionof a full-sized department store.

Kiosk:



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A semi-permanent booth placed in pedestrian areas of a shopping center and used tosell small items or to offer specific services, such as jewelry repair.

Mall rat:

Young person who frequents a shopping center primarily for socializing andentertainment, rather than for shopping.

Mall manager:

The person employed by the owner or a management company to supervise dailyoperations of a shopping center.

Mall mayor:

The retailer who acts as the informal spokesperson for the tenants of a shoppingcenter.

Mall walker:

Person who walks in a shopping center for exercise, especially during a period setaside for this purpose before stores have opened in the mornings.

Market area:

The geographical area from which a shopping center draws its customers.

Outlet tenant:

A free-standing retailer or service located on a separate parcel in front of a shoppingcenter; also called a pad tenant.

Outparcel:



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A physically separate store or service, such as a restaurant, bank, office, or motel,included in a shopping centers property; (unoccupied land on a shopping center's

property).

Shrinkage:

Difference between value of inventoried merchandise and merchandise book value,attributable to waste, shop wear, carelessness, fraud, theft, and so on; morespecifically, loss of merchandise due to shoplifting, usually reported as a percentage ofsales.

Tall-wall stall:

A temporary retailing display and counter built against an empty wall.

Temporary tenant:

Typically, a retailer that rents space in a common area for a cart, kiosk, or tall-wallstall for less than a year.

U-shaped:A linear array of stores forming the shape of the letter U, with anchors placed in the

center or on the two ends and parking inside the U.



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Approvals required for Construction



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Any business house who wants start mall in the territory of Ahmedabad has totake following approvals from the related authorities.

StatutoryApproval of architectural building plans from AUDA. Approval regarding height of Building.

NOC from Airport authority.

NOC from AMC fire department.

NOC (environment clearance) from MOEF.

Pcc and Foundation work

Excavation work



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Product



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In 7 ps of marketing product is one of the important P and all other Ps are more orless connected to it.

First, The meaning of the product: A product is anything which can be offered inmarket to satisfy a want or need. Product includes generally physical goods.In connection to product, there are different kinds of products available in theshopping malls at different rate & in various quantity & quality. We can get product ofall the brands from one particular shopping room, which generally we dont get fromone particular showroom.

All the types of products like garments, kids wear; Jewellery, accessories, vegetable,sports items, shoes etc. are available in the one mall which is generally not possible in

ease of one particular shop or showroom.

e.g.HOME FURNISHING

Drawing RoomDoor MatCarpetCurtains

KitchenApronKitchen Napkin

BedroomBed SheetPillowsPillow Cover

Pricing:



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Price is one of the most important element of marketing mix that generatesrevenue. The pricing determined on the basis of the kind of brand product they use,their reputation, professional staff, degree of competition etc.

The mall has to consider many factors in setting its pricing policy we canconclude it in 6 steps procedure:

Selecting the pricing objectives

Determining demand

Estimating Cost.

Analyzing competitors Cost, Price and Offers.

Selecting a pricing method.

Selecting the final price.

1. Selecting the pricing objectives:



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The more clearly the malls objective, the easier it is to set price. A mall can pursueany of the 5 major objectives through pricing

Survival.

Maximum current profit.

Maximum market share.

Maximum market skimming.

Product or quality leadership.

2. Determining demand:

Each price will lead to a different level of demand and therefore have a differentimpact on malls objectives. In normal case demand and price are inversely related.

3. Estimating Cost:

If the mall want to change a price that covers its cost of purchasing products,paying remuneration to the staff, buying machines & other equipments and trainingprogram for the staff.

4. Competitors pricing policy:

The malls must take the competitors cost, price and possible price reaction intoaccount. Here by this we mean that the mall must take into consideration the change ofother competing mall for the service.

5. Selecting the pricing method:



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There are 5 different pricing methods which are as follow.

Mark Up Pricing

Tangent Return Pricing. Perceived Value Pricing.

Value Pricing.

Going Rate Pricing.

Thus, different malls follow different pricing policies. The pricing is based ondifferent cities. The malls decide the prices for their services according to differentgroups allocated to cities. All the chains of malls follow the same pricing policy.

Place

If we relate the place with shopping malls, generally we find that shopping mallsare generally located in big cities, before most of the people are shifting from ruralareas to urban areas.

Generally malls are located in the famous areas of city. For example If we take anexample of Ahmedabad, we find that most of the malls in Ahmedabad are located onS.G highway.

e.g.

Big Bazaar: Iskcon, AhmedabadAddress: Rudra Point, Near Iskcon Temple, Gandhi Nagar-Sarkhej Highway,Ahmedabad

Promotion



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Meaning:

PROMOTION can be defined as Activities that communicate the product or

service and its merits to target customers and persuade them to buy.

Objectives: To develop personal relation with customer.

There are various promotion tools & each promotion tools has uniquecharacteristic & cost. The different promotion tools are as follow:

ADVERTISERMENT.

There are two types of advertisements.

Information advertisement from which the customers gets aware of the serviceprovided by the malls.

Influencing advertisements which influence the customers to buy the service orproduct.

Source of Advertisement:

Newspapers.

Magazines.

Radio.

Holdings.

TV etc

People



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Each mall wants to differentiate itself from others. Human resource is one of themost important factors in a mall and each organization tries to differentiate it fromother with the help of this factor. Good looking, smart executives and salesman can

change the mind set of the consumers to increase the sales.

The behavior of customers also matter a lot as they should get all the items orproducts of a particular brand for which they are looking for in their favourite mall.

Physical Evidence

Physical Evidence is one of the Ps in the 7Ps pf the marketing. This P of marketinghas also its importance in the market, First of all physical evidence is a structure orinfrastructure which is an important content for any mall. A mall generally has an areaof 2 to 5 acre and a parking Slot for at least 150 vehicles.

A mall has good variety of interiors and exteriors like furniture, extra ordinarylighting etc in some malls there are some extra ordinary features like in Himalaya mallin Ahmedabad has a scary house which entertains & attracts children & evenyoungsters.

Process



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As we surveyed we found that most of the people when first enters the mallvisits apparel department and then to accessories section. After that if necessary shopsfor the FMCG products and at last for any refreshment goes to the food department.

Moreover a person doesnt plans in advance before visiting a mall. Many times awindow shopping becomes an actual one. So the actual process of shopping mallscant be described.

http://www.alphagcorp.com/ground.html


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Ten shopping malls rank as the world's largest, based on the amount of "GrossLeasable Area"--the number of square feet the property has for revenue-generating



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activities like retail, dining and amusements. Asia is home to eight of the world's 10largest malls, six of which were built in the last three years. Rankings are based onstatistics from Eastern Connecticut State University, which compiles data from mall

management companies.

South China Mall

Location: China

Year Opened: 2004

Gross Leasable Area: 6.2 million square feet



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Golden Resources Shopping Mall

Location: Beijing, China

Year Opened: 2004

Gross Leasable Area: 6 million square feet

Not sprawling, this is a stacked-up five-story mall. Approximately 1,000 stores, sellingplenty of familiar global brands like Nike and DKNY. A truly ambitious real estateproject, with new apartments and offices, surround the mall. A tough location outsidethe heart of the city has resulted in disappointing traffic from foreign tourists.



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SM Mall of Asia

Location: Pasay City, Philippines

Year Opened: 2006


Includes the first Olympic-sized swimming pool and first IMAX Theater in thePhilippines. Spread over four buildings, customers can get around on a 20-seat tram.



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West Edmonton Mall

Location: Edmonton, Alberta, Canada

Year Opened: 1981


The biggest in North America, the West Edmonton Mall has over 800 stores, alongwith attractions like a water park, skating rink, casino and rides.



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SM Mega mall

Location: Mandaluyong City, Philippines

Year Opened: 1991


Fun stuff includes bowling, ice skating and a 12-cinema movie theater, along withtraditional mall fare like arcade games. Customers can also get a haircut or see adoctor at the Manila clinic.



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Berjaya Times Square

Location: Kuala Lumpur, Malaysia

Year Opened: 2005


Built with an adjacent hotel and convention center. In addition to over 1,000 retailshops, the mall includes a 12-story-high roller coaster, plus a pool, skating rink and"Cosmo's World," a children's theme park.



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Beijing Mall

Location: Beijing, China

Year Opened: 2005


The first real suburban mall in China, located about an hour from downtown Beijing,this center has four levels with parking for 8,000 cars, plus a man-made beach.Bootlegged DVDs of American movies are a top seller.



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Zhengjia Plaza

Location: Guangzhou, China

Year Opened: 2005


Has been known to attract over half a million shoppers on a good day. Another mixed-use space, the mall has a hotel and office tower in addition to retail stores.



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SM City North Edsa

Location: Quezon City, Philippines

Year Opened: 1985


The first major "mega mall" built by SM Prime Holdings, which now claims three ofthe largest 10 in the world. It's a five-story complex that boasts over 100 retail outletsand restaurants, along with 12 cinemas, a bowling alley and skating rink. An IMAXtheater could be added soon.



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King of Prussia Mall

Location: Philadelphia, Pennsylvania, USA

Year Opened: 1962


This product of the original U.S. mall building surge in the early 1960s still surviveson the top 10 list, at least until the next big project goes up in Asia. Billing itself as the"premier shopping destination on the East Coast," this mall takes advantage of itslocation right off the Pennsylvania Turnpike to draw shoppers from New York, NewJersey and Maryland to its 400 stores. Despite a lack of theme parks and other modernamenities, package deals with Radisson Hotels and cross-marketing with nearbyattractions like the Revolutionary War encampment at Valley Forge draw out-of-stateshoppers looking to get away for a day or two.



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Malls in India Vs Malls in China

China and India are leading a revolution in the shopping centre industry in Asia

but investors must have the business acumen, stamina and money to navigate regionalmarkets.

The growth in the shopping mall industry is too fast to be considered an evolution;it's too widespread to be considered a mere growth spurt!

Four shopping malls in China are now larger than the Mall of America inMinnesota, which measures 4.2mn sq ft (378,000 sq m)

By 2010, China is expected to be home to at least seven of the world's 10 biggest

shopping centers. China, India and Japan will focus countries outside of their homemarket.

About China- it is not one market. It can be easily multi-country, so every one cityis different. Therefore one needs to adopt a long-term view, one need to have thescales, stamina and capital to invest in a market like this.

There's a big black hole for a lot of foreign investors. The Indian retail marketmust further open up to foreign players. The market is too hot. The values people areseeing in land are too high,

About India- India is a very good place, incomes are growing but India needs toallow more retailers to go in. Discussions with several international retailers were heldwho were interested in India, But they are all finding it difficult to go into the market.

Malls in Ahmedabad:



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Mega Malls

10 Acres - Ahmedabad City MallAlpha One - AhmedabadGallopsHimalaya MallIscon Mega MallR-CubeHome TownCroma (electronic mall)

Hyper Markets/ Super Markets

Big bazaarStar India bazaarVishal mega martPyramidTru mart

SubhikshaMore For UReliance Fresh

Leading Retailers Profile



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RPG Retail

The RPG Group was the first to get into the organized retailing business in Indiaand expand beyond the south, the only region where organized retail flourished withretailers likeNilgiri's, Subhiksha, Viveks etc. RPG Retail was also the first to venture

into different formats and categories.

In 1997, a Joint Venture came into existence as RPG Guardian Private Limited tolaunch the country's first retail chain 'Health & Glow' in the pharmacy and beauty caresegment.

Pantaloon Retail India Ltd.

http://www.vishalmegamart.net/foodmart.htm


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India's leading retailer, Pantaloon Retail (India) Limited has presence acrossmultiple segments including food, fashion and footwear, home solutions and consumerelectronics, books and music, wellness and beauty, general merchandise, telecom and

IT, E-tailing, leisure and entertainment and financial products and services.

It also plans to launch e-zone, a portal for e-retailing in the near future as anotherdelivery format. Headquartered in Mumbai, PRIL employs over 12,000 people and hasa customer base of over 120 million Indians.

Pantaloon Retail (India) Limited is part of Future Group, a diversifiedconglomerate with presence in multiple consumer-centric businesses.

Capital Land and Pantaloon, through a 50:50 Joint Venture, will set up India'sfirst professional mall-management company, with over 30 million sq.ft of malls underCapital Land management.

The TATA Group

Trent Ltd's - STAR INDIA BAZAAR

Established in 1998 Trent Ltd. is part of the TATA Group Indias premier



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business house. Trent Ltd. operates the newly launched hypermarket, Star IndiaBazaar providing a large assortment of high quality products made available at thelowest prices coupled with a unique shopping experience. Star India Bazaar, currently

has one store in Ahmedabad.

The new store offers customers a wide choice of products that include staplefoods, beverages, health and beauty products, vegetables, fruits, dairy products,consumer electronics and household items at the most affordable prices. Star IndiaBazaar also includes a large range of fashionable in-house garments for men, womenand children, exclusively available at the store.

The food products comprises of staple foods, fresh foods like fruits andvegetables, dairy products, mithai and farsan. There are also special counters andlocations for fresh foods. The food section includes oils, ghee, snacks, pickles, noodles

pasta, papads, biscuits, chocolates, candies, drinks, jams, jellies, staples and cereals.Interestingly the store also offers an atta chakki for grinding of grains.

The FMCG range comprises of toiletries, personal care and hygiene products.This range also includes soaps, shampoos, toothpaste, toothbrushes, cleaners for floorand much more. The durables and Personal

products includes garments for men, women and children, ethnic wear for women,lingerie, nightwear, casual wear and ready to stitch merchandise. Footwear for men,

women and children is also available.

The store has an entire section devoted to kitchen and home ware such assteel utensils, plastics, and other kitchen appliances like mixers, microwaves, TV,fridges and much more.

Pyramid Retail Ltd.

In September 1999, Primal Enterprises made its foray into retail with thelaunch of three retail concepts: India's first true shopping mall of internationalstandards, called Crossroads (recently sold to Pantaloon); a lifestyle department store



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called Pyramid Mega store; and a family entertainment centre known as Jammin.

Pyramid Retail is looking at new formats in retailing especially in the area of

services. Having forged an alliance withL'Orealfor salons, it is now scouting for apartner in the area of travel services.

Going a step further from its competitors, Pyramid Retail Ltd. will be launchingin-house brands for grocery items at its supermarket chain TruMart. The groceriesitems will be launched under the brand name TruMart Uttam. Pyramid Retail Ltd., a

part of the diversified Ashok Primal Group, operates two formats under the brandname ofPyramid Mega store and TruMart. Pyramid Lifestyle is a departmental storewhere as TruMart is a supermarket retail chain with a predominant presence inWestern India.

Vishal Retail Group

Vishal Mega Mart, a Delhi-based retailer started with selling primarily clothingand accessories. Moving away from franchising Vishal now wants to operate onlythrough company-owned outlets.

The group recently launched its first hypermarket in Udaipur. Spread over 25,000 sq



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ft, the store offers apparel, fashion accessories including perfumes, electrical gadgetsand a separate section for grocery products.

Reliance Retail

. The Reliance group's revenue is estimated to be the equivalent of 3.5 per cent ofIndia's GDP and it is believed to be contributing as much as 17 per cent of the total

profits of the private sector in India.

http://www.vishalmegamart.net/ladiesaccessindex.htmhttp://www.vishalmegamart.net/toysgames.htmhttp://www.vishalmegamart.net/stationary.htm


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Reliance Industries Ltd (RIL) has set a revenue target of $20 billion from its retailventure by 2010 almost thrice the size of the current organized retail business in thecountry.

Iscon Group THE GROUP

Though the ISCON Group has less than 20 years of history behind it, it is alreadyviewed by the real estate industry as a retail innovator; a pioneering force that istoday's most compelling and consistently forward - looking self - managed real estate



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company. It pioneered the concept of centrally a/c malls in Ahmedabad, Surat andRajkot. The group is now venturing into developing malls, multiplexes and residential

properties across India. With the country moving towards organized retail, group has

acquired properties at prime locations around the country and strives to provide valueto their customers and investors.

With leading national & international brands enables planned zones and exemplarytenant mix. Monthly events like fashion shows, star nights, concerts and festivalcelebrations are prominent features in all malls. This not only promotes the malls as asizzling shopping & premier leisure destination but also positions it as a culturalhotspot for the region's youth.

ISCON has been honored by the esteemed TATA Group for timely execution ofprojects.

Growth of malls in India:

The Indian Government is taking major initiatives to aid growth in the retail sector.

Mall growth is being seen as a clear indicator of the economic prosperity inIndia. Significantly, the number of malls in the country has increased at a fast



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pace. And they are doing brisk business. A trip to the local mall (there will beone in every locality soon!) will bear this out.

Theres more good news. This phenomenon is not restricted to major cities of

the country alone. It has percolated to the Tier II and Tier III cities as well.The contribution of Tier II cities in organized retail sales is expected to be about20 25%.

The benefits of shopping mall...

High quality products available at the lowest prices in the city.

Well laid out store items categorized into departments.

Walkway escalator to reach the first floor and also to come down to the

ground floor. Cash & Credit billing at all the ground floors.

Gondolas well placed and spaced out with easy to reach productdisplays.

Clear signage's to guide to the right departments. Bar coded items which disallow any misconduct on both side.

State of the art scanners and systems for ease in billing.

Variety of products available under one roof which gives an opportunityof selection to the buyer.

Barriers in Growth Of Malls In India



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UNCERTAIN PICTURE: A view of a mall

According to industry experts, only 10-12 per cent of about 120 operational mallsin India have been successful. These are numbers available with various retail and realestate analysts.

Industry experts have attributed issues such as inadequate planning, improperzoning, poor tenant mix and accessibility as major reasons behind the poor

performance.

A successful mall is where everyone (developers and retailers) is making money.

Unfortunately in India, malls are seen as real estate ventures and people do notappreciate the service part involved in it.

Comparison



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- Vs

It is not a one-day match; it is going to be a long and hard fought Test match.The match that Indian consumers are going to watch, closely with excitement.The Indian retail sector is on the verge of a change, a very big change. Thischange is going to affect thousands ofKirana storeowners, small and big tradersand Indian consumers alike.

Wal-Mart has made a back door entry into India, after trying to enter India ontheir own. The Indian governments policies have ensured that they needed a tie-upIndian partner - Bharti Enterprises - to take on Worlds second largest consumer

market that is growing at breakneck speed.

Bharti Wal-Mart has announced recently their wholesale cash-and-carry and back-end supply chain management operations in India. Through the new venture, thecompany would serve neighborhood Kirana stores, fruit and vegetable resellers,restaurants and caterers and other business owners, besides catering to the needs ofother retailers including Bharti Retail, which would soon be opening its stores in India.

Close to their heels, Reliance Retail has announced their plan of entering the samebusiness segment with plans of supplying to Kirana stores and institutional buyers.

The business-to-business initiative from Reliance Retail will see it supplying to otherretailers and even small neighborhoods stores.

Both these enterprises know the importance of gaining the foothold into hugeIndian Market. They will do anything; use any tactics to ensure the bigger marketshare.

The biggest strength ofReliance is its understanding of Indian people and thename itself. On the other hand, Bharti Wal-Mart has huge experience (due to Wal-

http://trak.in/Tags/Business/2007/06/25/india-ranked-at-no-1-for-starting-a-retail-business-across-the-globe/http://www.bizmology.com/2007/08/17/wal-mart%E2%80%99s-backdoor-entry-into-india/http://bharti.com/http://www.reliance.com/http://www.reliance.com/http://trak.in/Tags/Business/2007/06/25/india-ranked-at-no-1-for-starting-a-retail-business-across-the-globe/http://www.bizmology.com/2007/08/17/wal-mart%E2%80%99s-backdoor-entry-into-india/http://bharti.com/http://www.reliance.com/http://www.reliance.com/


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Mart) in retail business worldwide, may be more than double the closest second playerglobally.

Whatever said and done, it is going to be a big boon for Indian consumers. Theretail sector is getting more organized with such big names getting into picture. Thiswill surely have positive affect on prices FMCG and other goods.

All are following this test match to see who wins the trophy. Winning the highstakes trophy means getting a foothold in the $300 billion Indian market that isdominated by an estimated 12 million mom-and-pop shops, roadside vendors, andoutdoor markets. And would create a great set back to all these small vendors.

Future Plans

Pyramid Retail

http://trak.in/Tags/Business/2007/06/25/india-ranked-at-no-1-for-starting-a-retail-business-across-the-globe/http://online.wsj.com/article/SB118651168871890705.htmlhttp://trak.in/wp-content/uploads/2007/08/shopping-scenario-in-india.pnghttp://trak.in/Tags/Business/2007/06/25/india-ranked-at-no-1-for-starting-a-retail-business-across-the-globe/http://online.wsj.com/article/SB118651168871890705.html


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Pyramid Retail, a venture of the Rs 3000 crore (Rs 30 billion) Primal Group, plansto launch 117 TruMart stores in Mumbai and Pune by the end of financial year 2010.

It is also eyeing a turnover of Rs 2000 crore (Rs 20 billion). At present, Pyramid iseyeing the Maharashtra market to launch independent TruMart outlets, which sellfood, home and personal care products. However, the company would continue tolaunch TruMart, coupled with the Pyramid chain of department stores in other parts ofIndia.

The company has identified 25 clusters where two or three TruMart Dailies withfloor space of 1500 to 2000 sq ft will supplement the flagship store with floor space of6000 sq ft to 8000 square feet.

Pyramid also plans to launch 15 department stores by the end of the year 2008 and11 other accumulating 27 stores by the end of year 2010. The company has assigned a

project of survey to A C Neilson for Chandigarh, Lucknow, Vadodara and Surat forfurther expansion of its chain.

To develop network of TruMart outlets we have adopted hub and spokes approachwhere flagship outlets will sell the products that families buy for their futureconsumption including confectionery products and beverages while smaller outletswill sell products necessary for day to day consumption such as milk and bread.

"We have identified about 25 clusters where one flagship TruMart can besupplemented by two to three TruMart Daily. Of the planned 117 TruMart, about 17will be launched in Pune and rest in Mumbai in the areas identified the company tocreate clusters," said Nandan Primal, director, PRL.

TruMart is positioning as the dependable neighborhood store offering genuine valueand the propositioning of chain is based on helping customers live .Pyramid is

planning to lease places and position the area where there will be favorable deal. He



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says, To meet our goals of expansion we are seriously considering an option ofraising money from the capital market."

Meanwhile, Pyramid is planning to launch private labels in FHPC and lifestylesegment. The Rs 159 crore (Rs 1.59 billion) Pyramid has been running 7 largePyramid lifestyle outlets and 33 small convenience stores called TruMart. Togetherthey cover a space of about one million square ft. These formats should complementthe discount stores nicely.

It's not hard to see why IBREL is so keen on getting into organized retail. SaysIkroop Singh, CEO, IWS, "The biggest component of the retail business is goodquality real estate and since we're in the space, we should be able to run a profitableventure. Earlier we were looking to invest Rs 1,500 crore (Rs 15 billion) on thediscount stores but now with Pyramid in our fold, we should be spending about Rs2,000 crore (Rs 20 billion) in the next two years and a targeting a coverage of sixmillion sq ft."

One of the biggest challenges for any retail player today is getting prime real estateat a reasonable cost, so Indiabulls should have an edge

In a couple of years IBREL hopes to roll out 30 hypermarkets, spread across100,000-1, 50,000 sq ft and modeled along the lines of the USA's Costco Wholesale

stores. The idea is to induce customers to pick up products in larger quantities byoffering discounts of as much as 15 per cent or more. Land has been acquired for 20 ofthese in tier II cities such as Ahmedabad, Jodhpur Kanpur, Patiala and Ludhiana andcustomers should be able to walk into the one of these stores early next year. Lower

property prices in tier II cities will keep operating costs in check.

And at this pace, it won't be surprising if retail overtakes real estate very soon.

AlphaOne Mall

AlphaOne Ahmedabad, the citys largest and most spectacular commercialdevelopment is slated to come up in the heart of Ahmedabad, on the banks of the



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Vastrapur Lake. Designed in line with the highly successful global concept of CityCenters, the mega project integrates retailing with entertainment, fine dining andhospitality services backed by state-of-the-art infrastructure, to create a world-class

retail experience for customers as well as retailers and marketers.

Broadly, the development will serve as a centrally located dedicated zone for ofone million square feet, making it a development that envisages epic proportions.

AlphaOne has been designed by one of Indias foremost architects ARCOP. Theprojects underlying retail, entertainment and hospitality. This landmark project spansa total area design philosophy seeks to develop AlphaOne, Ahmedabad as an extensionof the Vastrapur Lake recreational zone. Backed by the support of a professionallymanaged, highly experienced real estate company, AlphaOne Ahmedabad is destinedto become a single destination point for the entire city in the years ahead.

Parsvnath Mall, Ahmedabad

Parsvnath Mall cum Hotel, Ahmedabad has been designed with rare distinction.It takes into account the minutest details of a modern business-n-leisure environmentand makes provision for a seamless functioning of facilities. Its a distinct array of



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architecture design to facilitate a world class family shopping and entertainmentexperience and high tech specifications.

Parsvnath Mall cum Hotel, Ahmedabad will have 150 super deluxe rooms andsuites. Tastefully furnished and draped in high tech sophistication, it will present thecorporate visitor as well as tourist a distinct choice of luxurious lifestyle.

Concept: Parsvnath Metro Malls

Shopping is one of the most vivid form of community activity, which dates back tothe ages of caves and stones. By whatever name it has been known, shopping hasalways played a pivotal role in changing the face of society, its choices and habits.



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Shopping in Delhi dates back to the era of Mughals when the same took place amidstthe hustle and bustle of the narrow streets of Balli Maran and around the glitters ofChandni Chowk.

After Independence, the growth of Delhi was characterized by Delhi beingrecognized as the political hub growth of population and conglomeration of peoplefrom all sectors of India demanded that the Delhi market being categorized intosectoral modes like Sarojini Nagar, Lajpat Nagar, and Gandhi Nagar Markets etc. Withthe government opening up the economy in the early 90s, Indian market got freshimpetuous. Integration of shopping hubs led to shops being converted into Plazas, andfinally in the fast decade the new shopping extravaganza The Mall was unleashed.



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Research Plan

Problem statement:



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To find out the awareness and interest level of people in the age group of 21 to 50 inAhmedabad for visiting and shopping in malls

Research objectives:1. To find out the no. Of malls in Ahmedabad.2. To find out various sections available in malls.3. To find out occupation wise and income wise, preference of people for malls

and their shopping pattern4. To find out average % of people in this age group have visited malls at least

once.5. To find out the most popular mall in Ahmedabad in this age group.6. To find out which is the most visited mall?7. To find out with whom do they usually visit the mall.8. To find out whether this age group really get the kind of product and facilities in

the mall or not.9. To find out the satisfaction level of people in this age group regarding price,

quality, variety, infrastructure, design factor, social factor and promotionalfactor.

10.To find out whether this age group prefers shopping in mom and pop stores ornot.

11.To find out whether this age group are willing to pay any entry fee to visit themalls or not.

12.To find out whether the people of this age group usually shop in the malls ornot.

Sampling plan

Sampling unit People in the Age Group of 21 to 50 years

Sampling size 1000 People

Sampling procedureSimple Random Sampling

Research ApproachPersonal Interaction

Research InstrumentQuestionnaire

Questionnaire

We are the students of k.s.school of business management. As a part of

curriculum we are conducting a market research on Shopping Malls.



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Please tick box or fill the blanks in case of Yes response and leave the

box blank for No response.

The information in the survey will be kept confidential and will be used

for research purpose only.

(1)Name:(2)Age group:21-30 31-40 41-50.

(3)Gender

male female

(4)Occupation:service profession business Govt. job House Wife

(5)Income per monthbelow 10000 10000-25000 25000 & above

(6) I have visited at least one mall in Ahmedabad.Yes No

(7) When I think of the malls, the first mall that comes into my mind is,

---------------------------------------------------------------(8) I have visited the following malls of Ahmedabad.Big Bazaar Gallops Star India Bazaar PyramidCroma Vishal mega mart Home town Tru martHimalaya mall Reliance mart

(9) -----------------------is my favorite mall in Ahmedabad. (p.t.o)

(10) I usually go to the malls with myFriends Family Relatives Alone Acquaintances

(11) I usually visit my favourite mall.



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Once in month On special daysOn weekends When some schemes are announced.

(12) The department, I like the most in my favourite mall isFood department Cloths department Stationery departmentElectronic department Accessories department.

(13) I usually shop in the mall , items likeGarments Kids wear & items JewelleryAccessories Vegetables & Gains Sport items Shoes

(14) According to me, the price rates in my favourite mall are

Very low Reasonable High Very high

(15) When there is any special scheme or discounts given in a particular mall, do Ireally visit for taking advantage of the same ?

Yes No

(16) I usually go mall forWindow Shopping Actual Shopping Accompanying guests

(17)I prefer shopping in malls than MOMS & POP STORES (Traditional stores)

Yes No

(18) If there is any entry fee, I will still visit the mall.Yes No

(19) Any suggestion regarding mall or its facilities, rates or any issue relatedtoMall

_________________________________________

__________________________________________ Continue

(20) Please rank the various service parameters of malls based onYour satisfaction in your favourite mall.

Highly Satisfied Nor satisfied Dissatisfied Highly



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satisfied DissatisfiedNordissatisfied

(a)Infrastructure:

- Availability oflights/escalators.

- Basicamenities/washrooms etc.

- Air circulation. - Lightings. - Sitting facility. - Parking facility.

(b)Design factor: - Ambience. - Color combination.

- Exterior. - Accessories placed in

mall. - Layout.

(c)Social factors: - Behavior of staff. - Interaction to customers. - Guidance to customers.

(d)Promotional factors. - Schemes.

- Discounts. - Privilege cards. - Coupons.

(e)Hygiene factors: -cleanliness -personal hygiene of staff -quality of sent

(f) Availability of products: -variety

-price -quality

-brand



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Analysis

(6) I have visited at least one mall in Ahmedabad.

Yes No

0

10

20

30

40

50

60

%

of

persons

21-30

31-40

41-50

service

profession

business

govt.job

house

upto

10000-

25000

&

age occupation income

Bases

yes no

From the above we can see that there is very less % of people who haven't visited the

mall atleast once. And if we see at the people whose salary is above 25000, 59 % of them

have visited the mall atleast once.

(7) When I think of the malls, the first mall that comes into my mind is,


Age Occupation Income

Options21-30

31-4041-50

service profession business govt.job housewife

upto10000

10000-25000

2500&abov

yes 25 50 21 18 24 9 13 33 14 22 5no 0 1 4 1 1 1 2 1 4 1


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---------------------------------------------------------------

Age

Name of malls 21-30 31-40 41-50Big Bazaar 43 120 56Pyramid 19 36 14Home town 5 56 16Gallops 17 35 24Croma 21 17 11Tru mart 9 29 14Star India Bazaar 18 27 10Reliance mart 68 87 29Vishal mega mart 25 48 26Himalaya mall 37 40 18

0

20

40

60

80

100

120

no.

Of

persons

21-30 31-40 41-50

Age (in years)

Big Bazaar Pyramid Home town Gallops

Croma Tru mart Star India Bazaar Reliance mart

Vishal mega mart Himalaya mall

If we see the above chart, we can say that in case of 21 to 30 most no. of people{68

when they think of malls the first mall comes in to their mind is reliance mart, in

case of 31 to 40, 120 people think about big bazaar. First even in case of 41 to 50 hi

no of people think about the big bazaar. There are very less persons in every group

who think first for tru mart when they think of malls.

Occupations

Name of malls Service Profession Business Govt.

Job

House

wife



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Big Bazaar 32 42 8 25 96Pyramid 12 26 8 5 25Home town 18 34 11 9 23Gallops 9 28 10 7 18

Croma 7 32 9 13 11Tru mart 5 5 0 8 9Star India Bazaar 21 18 11 23 20Reliance mart 35 26 16 21 66Vishal mega mart 21 21 9 11 38Himalaya mall 17 17 6 9 24

0

20

40

60

80

100

no.Of

persons

Service Profession Business Govt . Job House wife

Bases




From the above chart we can see that 96 house wife , when they think of malls

the first mall comes. In their mind is big bazaar which is very high in every

group. In case of profession only 9 people think about tru mart first and there is

average no of people who think first for reliance mart when think of malls.

Income



83/138

Name of mallsupto

10000

10000-

25000

25000

& above

Big Bazaar 42 48 120

Pyramid 12 18 78Home town 5 19 76Gallops 2 21 58Croma 3 12 46Tru mart 8 13 22Star India Bazaar 14 28 38Reliance mart 21 38 68Vishal mega mart 19 25 45Himalaya mall 23 17 36

0

20

40

60

80

100120

no.

of

persons

upto 10000 10000-25000 25000 & above

Bases




From the above chart we can see that in case of above 25000, when they think

of malls, the first Mall come in their mind is big bazaar then 78 people think for

pyramid first, 76 for home town.

(8) I have visited the following malls of Ahmedabad.Big Bazaar Gallops Star India Bazaar Pyramid



84/138


85/138

Big Bazaar 144 174 144 189 220Pyramid 66 96 74 82 56Home town 15 31 37 27 34Gallops 51 56 45 22 47

Croma 23 80 71 41 23Tru mart 18 26 25 24 77Star India Bazaar 86 126 73 122 34Reliance mart 110 150 149 135 123Vishal mega mart 60 78 73 89 56Himalaya mall 49 56 47 69 77

0

50

100

150

200

250

no.

ofpersons

Service Profession Business Govt . Job House wife

Bases




From the above chart we can see that there is similarity between big bazaar

and reliance mart.220 housewives have visited the big bazaar. In case of govt. job

120 people have visited star bazaar.

Income

Name of mallsupto

10000

10000-

25000

25000

& above

Big Bazaar 216 224 221Pyramid 64 89 133



86/138

Home town 34 78 87Gallops 98 133 186Croma 45 97 111Tru mart 19 15 21

Star India Bazaar 186 176 151Reliance mart 126 205 275Vishal mega mart 79 112 104Himalaya mall 136 147 212

0

50100

150

200

250

300

no.

Of

persons

upto 10000 10000-25000 25000 & above

income per month(rs)




As shown in the bar graph if we see first the chart for above 25000 then there ishigh no. of people who have visited big bazaar, reliance mart, gallops and

Himalaya mall.

(9) -----------------------is my favoritemall in Ahmedabad.


Age

Name of malls 21-30 31-40 41-50Big Bazaar 47 123 47Pyramid 7 34 11Home town 2 9 2Gallops 33 49 27Croma 17 38 14Tru mart 1 8 1Star India Bazaar 23 46 11

Reliance mart 67 99 46Vishal mega mart 20 59 26Himalaya mall 35 33 25


87/138

0

20

40

6080

100

120

140

no.

Of

persons

21-30 31-40 41-50

Bases




If we see the above chart the group of 31-40 there are 123 people whose

favourite mall is big bazaar and 99 people whose favourite mall is reliance mart.

Occupations

Name of malls Service Profession BusinessGovt.

Job

house

wifeBig Bazaar 35 45 24 30 89



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Pyramid 12 19 4 3 26Home town 7 11 1 3 23Gallops 21 25 6 10 21Croma 8 23 7 7 19

Tru mart 2 1 0 2 11Star India Bazaar 16 22 5 21 14Reliance mart 38 51 21 27 53Vishal mega mart 23 19 9 8 42Himalaya mall 13 23 13 14 33

010

2030

40

50

60

7080

90

no.

Ofpersons

Service Profession Business Govt . Job house wife

Bases

Big Bazaar Pyramid Home town Gallops Croma

Tru mart Star India Bazaar Reliance mart Vishal mega mart Himalaya mall

From the above chart we can see that 89 house wives like big bazaar. 53

consider reliance mart. And professionals consider pyramid as their favourite.

Income

Name of mallsupto

10000

10000-

25000

25000

& above

Big Bazaar 57 42 189



89/138

Pyramid 7 13 47Home town 3 2 23Gallops 4 15 43Croma 2 9 33

Tru mart 1 1 2Star India Bazaar 9 19 25Reliance mart 33 67 123Vishal mega mart 14 28 67Himalaya mall 14 26 42

0

50

100

150

200

no.

of

persons

upto 10000 10000-25000 25000 & above

Bases




We can see from the bar graph that there is not much difference in the choice

of people whose salary is below 10000. in case of above 25000 vishal mega mart is

considered as their favourite.

(10) I usually go to the malls with myFriends Family Relatives Alone Acquaintances

Age Occupations Income

Visit mall21-30

31-41

41-50

service profession business govt.jobhousewife

upto10000

10000-25000

25000&above



90/138


91/138

0

5

10

15

20

25

%

of

persons

21-30 service govt.job 10000-

25000

bases

once in month on special days on weekends when schemes are there

From the above chart we can see that in case of people between 21-30yrs. Visit

the malls when some schemes are announced. In case of people whose salary is

above 25000 16% people go on weekends.

(12) The department, I like the most in my favourite mall isFood department Cloths department Stationery departmentElectronic department Accessories department.




Frequency 21-30 31-40 41-50 service profession business govt.job housewife upto10000 10000-25000 25000& aboveonce in month 3 22 9 2 2 4 2 6 3 3 3on specialdays 6 13 4 4 4 2 5 2 5 7 5on weekends 8 10 5 5 6 7 9 4 15 15 16when schemesare there 9 7 3 8 7 6 8 8 9 9 12


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Department 21-30

31-40

41-50


upto10000

10000-25000

25000&above

food 22 231 87 56 43 14 34 167 78 89 196

Cloth 123 123 41 30 37 20 29 96 19 76 86stationary 23 67 29 69 66 34 20 13 13 24 48electronic 77 45 20 10 78 45 19 32 10 34 178accessories 63 29 28 15 21 15 23 22 22 12 123

0

50

100

150

200

250

no.

of

persons

21-30 service govt.job 10000-

25000

Bases

food dept cloth dept stationary dept electronic dept accessories dept

From the above chart we can see that all the people except professionals likefood dept. in case of people earning above 25000 like all the dept.

(13) I usually shop in the mall , items likeGarments Kids wear & items JewelleryAccessories Vegetables & Gains Sport items Shoes



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Products 21-30

31-40

41-50


upto

10000

10000-

25000

25000

&abov

garments 85 122 60 30 43 15 30 67 25 32 121kids wear & item 12 143 45 44 29 12 40 98 55 57 157Jewellery 32 87 34 15 14 8 5 56 2 12 56accessories 25 18 5 21 21 5 5 12 15 21 67vegetables &grains 27 96 37 26 56 21 28 87 47 67 98sports item 30 34 10 34 33 15 20 9 8 18 78shoes 45 45 21 23 45 30 5 11 5 23 49

0

20

40

60

80

100

120

140

160

no.

Of

persons

21-30 41-50 profession govt.job upto

10000

25000

&above

Bases

garments kids wear & item jwellary accessories vegetables & grains sports item shoes

From the above chart we can see that high no. of people in the age group of 21-

30 buy garments the most, in case of 31-40 most people buy kids wear and

vegetables. People earning above 25000 buy all the items from the mall.

(14) According to me, the price rates in my favourite mall areVery low Reasonable High Very high




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Criteria 21-30

31-40

41-50

service profession business govt.job Housewife

Upto10000

10000-25000

25000

& above

very low 4 7 3 3 2 2 1 6 0 4 6

reasonable 9 27 9 10 11 5 3 14 5 9 39high 7 10 6 2 7 1 5 6 4 7 9very high 6 8 3 2 5 1 4 9 5 2 8

0

5

10

15

20

25

30

35

40

%

of

persons

21-30 41-50 profession govt.job upto

10000

25000 &

above

bases

very low reasonable high very high

As shown in the above chart people in the age group of 31-40 27% think that

the prices are reasonable but 10 to 13% people of govt. job think that prices are

high. People whose salary is above 25000 think that prices are reasonable.

(15) When there is any special scheme or discounts given in a particular mall, do Ireally visit for taking advantage of the same ?

Yes No


Option21-30

31-40

41-50 service profession business govt.job

housewife

upto10000

10000-25000

25000& above



95/138

yes 40 18 27 17 14 12 16 16 20 36 18no 5 3 7 5 1 13 1 4 4 4 18

0

5

51989399 Project on Shopping Mall

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