Consumer Attitude Towards Shopping Malls

Project on Retailing

PROJECT REPORT ONCONSUMER ATTITUDE TOWARDS SHOPPING MALLS(A STUDY OF GURGAON CITY)

Submitted in the partial fulfillment of

Requirement for the degree of Master of Business Administration (2006-08)

Submitted To Controller of Examination M.D. University, Rohtak

Submitted By Gaurav Roll NO:-06/MBA/015

B.S. Anangpuria Institute of Technology and Management Alampur, Faridabad

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ACKNOWLEDGEMENTTheoretical knowledge stands nowhere and cant yield positive results until and unless supplemented with the real practice and study of actual environment. Actually it is the implementation of the theory in practice that makes real sense. Research can not be claimed the work of single person. It is rather a team work. It is the collective efforts of many persons involved. I want to express my gratitude to the persons involved in this project. Firstly I consider it to be my primordial obligation to humbly offer my deepest sense of gratitude to my most reversed professor Mr. Narander Tanwar for the magnitude of his benevolence and eternal guidance during the project tenure. Secondly, I express my heartiest feeling to my friends who encouraged me and help me to result the project. Last, but not least, the whole project might be incomplete without the cooperation of respondents concerned.


(GAURAV)

PREFACEAs a part of the MBA curriculum, a major project has to be undertaken in the 4th semester on the above lines I have done my Major project on CONSUMER ATTITUDE TOWARDS SHOPPING MALLS(A STUDY OF GURGAON CITY) . This report has been spit into two major parts. First part A includes the general information about Reliance Money and second part B Includes comparative analysis of different brokerage companies. it gave me an immense pleasure to undertake a project and provided me a lot opportunity for learning. A have tried my level best to touch all important and key aspect of the topic undertaken. I welcome the suggestions and the criticism from the readers for the improvement of the dissertation report.

( GAURAV)

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CERTFICATE

This is certified that Mr. GAURAV Roll no: 06/MBA/015 is student of MBA 4th semester. He has done his project titled CONSUMER ATTITUDE TOWARDS SHOPPING MALLS under my guidance and I found his work quite satisfactory. The project work is an original work and has not been submitted to any other university or college for any official purpose.

Project guide

HOD.Mgt studies

Principle/ Director


TABLE OF CONTENT Acknowledgement Preface Introduction of Project Retailing in India Objective of Study Research Methodology Collection of Data Data Analysis and Interpretation Findings of the Study Advantage of Shopping malls Problem faced by Shopping malls Conclusion Recommendation Bibliography5

Questionnaire

INTRODUCTIONMalls in India are a relatively new format for retailing. While this format may have existed in the Western economies for several decades, in India this phenomenon could be estimated to be only about fifteen odd years old. One of the earliest large floor-area retailers in India was "Shopper's Stop". However, the first of the current format of the malls was the Crossroads mall in Mumbai, which was established by the Primal in period around 2000-01. Crossroads then had the highest rent per sq. meter of establishment that the vendors had to bear. Due to the exorbitant rent, Crossroads initially had a rough ride. Also, the mall format was new, and was a novelty for most Indian consumers. This led several visitors to the mall, but never converted to actual purchases, since most were visiting the place out of curiosity. However, the situation had changed drastically now. Malls seem to be springing up across several cities in India. Notable among these is Gurgaon, a upcoming city near Delhi. In India Shopping Malls industry is upcoming industry in India. Today in India Shopping Mall industry is worth 17000 Cr. Industry. In NCR (National Capital Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli Gurgaon) Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD, SAHARA, all big players are in shopping mall industry. On M.G. Road Gurgaon MGF Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza, Sahara Group has its Sahara Mall and DLF Group has its City Centre. This project involves around the study of THE Consumer Behavior And Experience About Shopping Malls; A Comparative Study Of MGF


Plaza, Sahara Malls And Metropolitan Mall.. The methodology adopted to study the project is through survey in Sahara, MGF and Metropolitan shopping malls on M.G. Road, 150 consumers were surveyed. The survey is done through the personal interviews by putting a set of structured questionnaire to the visitors of Shopping Mall. Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eatings. In shopping Malls age factor is also one of the dominant factor in daily footfall. What I studied that in different shopping malls different age group consumers come and they impact on the buying behavior. Consumer who visits any shopping mall on M.G. Road almost comes to visit Sahara, Metropolitan and MGF shopping mall. In study of shopping malls I found after analysis that Metropolitan Mall is the best place for the fun & Entertainment, eating and branded shopping. Metropolitan Mall is not a place for the middle class.. Sahara Mall is good for the family shopping like households, apparels due to Big Bazaar and Pantaloon and good for the eating due to the Haldirams. Sahara Mall is the only one mall on M.G. Road for the middle class. Regarding the MGF PLAZA it is the place only for the home furnishings and essential items for the family. It is the place both for the middle class and higher class. In my study all the consumers have visited all the three Shopping Malls and they were of all age groups and all classes. In Metropolitan Mall, management should think about the indoor games like bowling, snooker for the letting customers spend more time in Mall. In Metropolitan Mall there should be a disco for the complete fun and entertainment. In Sahara Mall, management should also think about how to promote other stores except Big Bazaar. Make it like a Shopping mall not like a Big Bazaar store. In MGF PLAZA there are basically home furnishing items so the Management should think of plan to attract the young crowd in the Mall in order to make it a complete Mall for both shopping and entertainment. They can open a Cinema hall to attract the crowd of all age group. With new shopping-malls having become operational in many cities across

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India, it is interesting to observe how the shopping-behaviour of consumers in the vicinity of these malls has changed and thereby draw some lessons that could be of some use to the developers of hundreds of new malls that are currently under planning or construction across India.

INDIA A Vibrant Economy & Resplendent Market 4th Largest economy in PPP terms after USA, China & Japan. To be the 3 rd largest economy in terms of GDP in next 5 years. 2 nd fastest growing economy in the world. The US $ 580 billion economy grew 8.2 percent in the year 03-04 Among top 10 FDI destinations Stable Government with 2 nd stage reforms in place Growing Corporate Ethics (Labour laws, Child Labour regulations, environmental protection lobby, intellectual and property rights, social responsibility). Major tax reforms including implementation of VAT. US $ 130 billion investment plans in infrastructure in next 5 years 2nd Second most attractive developing market, ahead of China 5th among the 30 emerging markets for new retailers to enter

With over 600 million effective consumers by 2010 India to emerge as one of the largest consumer markets of the world by 2010. Five Reasons why Indian Organized Retail is at the brink of Revolution: Scalable and Profitable Retail Models are well established for most of the categories


Rapid Evolution of New-age Young Indian Consumers Retail Space is no more a constraint for growth Partnering among Brands, retailers, franchisees, investors and malls India is on the radar of Global Retailers Suppliers

Looking Ahead Many strong regional and national players emerging across formats and product categories Most of these players are now geared to expand far more rapidly than the initial years of starting up Most have regained / improved profitability after going through their respective learning curves. Malls in India A decade ago not a single mall A year ago less than half a dozen Today 40 malls 2 years from now 300 malls

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RETAILING IN INDIADespite being one of the largest employing industries in India and contributing a significant portion to GDP, it still lacks a clear policy which would allow Indian retail players to firmly establish themselves and enable them to face competition on an equal footing. Indian retailing industry has made huge strides over the last 10 years. The retail trade in India is expanding by 22 per cent per annum with addition of 25 million middle class customers. Despite the recent boom in the retail sector in India, organized retail forms only around 3 per cent of the entire industry. Despite being one of the largest employing industries in India and contributing a significant portion to GDP, it still lacks a clear policy which would allow Indian retail players to firmly establish themselves and enable them to face competition on an equal footing. Large-format retailing in India has added razzmataz to the urban shopping experience. The interesting part, however, is how retailers are using modern management to turn profitable. For a while, there was disappointment. What had promised to be an engaging 'Store Wars' saga had ended up as just another beauty contest. A few glamorous mega-stores here and there, with people pausing to look them up and down, before getting back to their old shopping routines. . .at the round-the-corner kirana stores. Years and years into liberalisation, it seemed as if big-format retailing would never come to India. Well, guess what - things have started changing. Retailing, investors have realized, can be good business proposition, if infused with cutting-edge management processes and strategies. Globally, retailing is big business, worth a staggering $6.6 trillion, according to a recent report published by McKinsey Co. in partnership with the Confederation of Indian Industry (CII).


In India, the sector is the second-largest employer after agriculture, and is the world's most fragmented too. There are some 12 million retail outlets in India (compared to 905,000 in the US), half of which are low -cost kiosks and pushcarts. In fact, if there is any sector that shows how starkly India differs from the West, it is the way Indians shop. The organised sector accounts for just 2 per cent (and modern stores just 0.5 per cent) of the estimated $ 180-billion worth of goods that are retailed in India every year. That total figure is the equivalent of the turnover of one single USbased chain: Wal-Mart. But it won't be that way for long. The growth of high-income, time-starved nuclear families is prodding change. More than a third of India's population is in the 20-44 age-group, says Urvi Piramal, vice chairperson, Piramal Enterprises Ltd, who runs Crossroads, a swanky mall in Mumbai that has become an island of glamour in a sea of greying concrete. "Attitudes are changing", she says, "and people are more exposed to the world environment, where they see so many brands and so many different lifestyles. They try to emulate that. Also, import restrictions will soon be lifted, and the whole scene will change. People will want convenience and service". Besides, Indian youth desperately need 'hangout' places that satisfy their notion of a 'cool' ambience. McKinsey expects the organised sector to be around $ 18 billion (6 per cent of the retail market) by 2010, which could support at least a couple of $450-million-plus chains in grocery retailing and some $250-million-plus chains in grocery retailing and some $250-million-plus stores in apparel, perhaps even specialised categories like CDs and books. At the moment, more than half the retail sales in India are groceries, which meet needs at the base of 'Maslow's hierarchy'. " The investment wave has begun. Large format supermarkets are coming up. Among centrally air-conditioned malls, Crossroads is the main test case. Other than that, there is Chennai's Spencer Plaza and Delhi's Ansal Plaza. All of them seem perpetually crowded. The result: some 50 new malls, making up around five billion sq. ft of fancy mall space, are currently under development across the country. More will follow. In all, around Rs. 3500 crore of investment is being put in. Construction

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firms form one set of players. The other are industrial houses such as the RPG and Piramal groups, which are looking at the retail sector as a highgrowth area that could create huge enterprises over the next decade. Other industrial houses are getting ready for action too. This is one sector where local expertise counts for a lot making it easier to compete with global businesses if and when they are allowed in (foreign investment is not permitted in retail). WHERE IT STANDS Retail sales in 1998 (in $ billion)

2500 2000 1500 1000 500 0

2325

365

337

325 China

180 India

USA

France

UK

Size of largest player (in $ million)

200000 150000 100000 50000 0

165000

24500 USA France

25505 737 UK China 140 India

Small store domination

Project on Retailing12000

12000 10000 8000 6000 4000 2000 0

1179 INDIA MEXICO

1071 BRAZIL

905 USA

CURRENT SCENARIOAt present, foreign direct investment (FDI) in pure retailing is not permitted under Indian law. In 1993, the then finance minister Dr Manmohan Singh had changed the law to permit FDI in retail trade. Dairy Farm, a multinational corporation entered India on that opening. But, the next finance minister, P Chidambaram, to curry favour with the Communists in the then United Front government, changed the law again in 1996 to ban FDI in retail trade, but as with every Indian law there is a loophole by which foreign retailers can (and some do) operate in India through local franchises. Now, in 2008, the new United Progressive Alliance government is grappling with same question whether or not to permit FDI in retail trade, but with the same ministerial personnel in a Congress party musical chair circus! India is today the only major economy that still does not permit FDI in retail trade. In China, 35 of the world's top 70 retailers have already entered and set up business. They have helped boost exports. Wal-Mart alone exported in 2002 about $12 billion worth of goods. These retailers source their goods from inside China.India is targeting for its GDP to grow by 8 to 10 per cent per year. This requires raising the rate of investment as well as generating demand for the increased goods and services produced. An export is one way of generating that demand. Encouraging private consumption expenditure is another way.

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Both these can be facilitated by allowing market-savvy, market-intelligent and best management practices, through corporations such as Wal-Mart, Carrefour, Ahold, JC Penny, et cetera to enter India. These retail giant houses can bring their better managerial practices and ITfriendly techniques to cut wastage and set up integrated supply chains to gradually replace the presented disorganised and fragmented retail market. According to McKinsey, India wastes nearly Rs 50,000 crore in the food chain itself. These international retail outlets can help develop the food processing industry which requires $28 billion of modern technology and infrastructure. As India's urbanisation grows, these modern food delivery systems are required. Foreign companies want to come in, and we need their money and techniques to prepare our transition to the inevitable globalised market of the future. FDI in retail sector has been a key driver of productivity growth in Brazil, Poland and Thailand. This has resulted in lower prices to the consumer, more consumption and higher profit for the producer. FDI in retail trade has forced the wholesalers and food processors to improve, raised exports, and triggered growth by outsourcing supplies domestically. The availability of standardised products has also boosted tourism in these countries.


OBJECTIVES OF THE RESEARCH STUDYThe first step in any Marketing Research calls for the researcher to define the project scope and then define problem carefully and formulate the research Objectives. An old age says, A problem well defined is half solved. To study the Consumer behavior and experience about Shopping malls: A comparative study of among MGF PLAZA, METROPOLITAN MALL AND SAHARA MALL at Gurgaon. Will be conducted with the following objectives: 1. To study the motives of people visiting different Shopping Malls. 2. To study the impact of promotional strategies on consumer buying behaviors. 3. To study the frequency at which buyer visits different Shopping Malls at Gurgaon.

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RESEARCH METHODOLOGYResearch Plan: Research Plan is no specific for all types of research; it is decided depending upon the nature of the problem. It can be Exploratory, Descriptive or Causal. To study the Consumer Behavior and experience about Shopping Malls is a descriptive research. Designing a research plan calls for decisions on 1. Data sources 2. Research Instruments 3. Sampling plan 4. Contact methods. Data Sources: The research involves gathering Secondary as well as Primary data. Primary data: A survey was conducted to gather primary data from the market here the main emphasis will be given on the consumers to gather information as consumers are the ones who decide the brand of any shopping mall and they are different from each other on various aspects. It will help us to know their purchasing behavior in different shopping malls. They are the one who constitute the market and the target of the business. In Shopping Malls Industry until and unless we have the knowledge of consumer buying behavior and where they spend the most and what they think about the mall cannot increase the footfall and conversion ratio. Secondary data: Secondary data regarding foot falls in shopping mall, buying pattern and other related was collected from the internet and mall management itself.

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Research Instrument In marketing research the main research instrument used in collecting primary data is the Questionnaire. For this research a set of questionnaire was used to gather information on the consumer buying behavior and their perception towards the shopping malls. The questionnaire had both open ended and close ended. Sample Plan The Sample Plan calls for three decision Sampling Unit, Sample Size, Sampling Procedure CONSUMER SURVEY: Sample Unit: Consumers. Sample Size: 150 1. MGF Metropolitan Mall 50 2. Sahara Mall 50 3 MGF Plazas 50 Total 150 RETAILER SURVEY: Sample Size: 50 Sample Procedure: (Random Sampling) Non-probability Convinces Sample is adopted i.e. the most accessible members of the population are randomly selected.


CONTACT METHOD: The best-suited method for this kind of survey is Personal Interview. Through this method of conducting research more questions can be asked and it helps in collecting additional information.

COLLECTION OF DATA

DATA COLLECTION:To bring the practicality into study work there is need of collection of data, now here question arise. How to collect the data? What will be the nature of data? The answer is as follow. Data Sources: The research involves gathering Secondary as well as Primary data. Primary data: A survey was conducted to gather primary data from the market here the main emphasis will be given on the consumers to gather information as consumers are the ones who decide the brand of any shopping mall and they are different from each other on various aspects. It will help us to know their purchasing behavior in different shopping malls. They are the one who constitute the market and the target of the business. In Shopping Malls Industry until and unless we have the knowledge of consumer buying behavior and where they spend the most and what they think about the mall cannot increase the footfall and conversion ratio. Secondary data: Secondary data regarding foot falls in shopping mall,

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buying pattern and other related was collected from the internet and mall management itself.


Research Instrument In marketing research the main research instrument used in collecting primary data is the Questionnaire. For this research a set of questionnaire was used to gather information on the consumer buying behavior and their perception towards the shopping malls. The questionnaire had both open ended and close ended. DATA ANALYSIS:-Data is analyzed by using:1. HISTOGRAMS 2. PIE CHARTS Average also used to analyze the data. The weighted average score ahs been used to calculate importance of a factor and also to know the most preferred factor the customers. The data is also analyzed with the help of the graphs. STATISTICAL PLAN Data collection through survey was analyzed with the help of simple percentage tabular & graphic method that includes both graphs &pie charts.

Sample Plan The Sample Plan calls for three decision Sampling Unit, Sample Size, Sampling Procedure CONSUMER SURVEY: Sample Unit: Consumers. Sample Size: 150

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1. MGF Metropolitan Mall 50 2. Sahara Mall 50 3 MGF Plazas 50 Total 150 RETAILER SURVEY: Sample Size: 50 Sample Procedure: (Random Sampling) Non-probability Convinces Sample is adopted i.e. the most accessible members of the population are randomly selected. CONTACT METHOD: The best-suited method for this kind of survey is Personal Interview. Through this method of conducting research more questions can be asked and it helps in collecting additional information.


Data Analysis and InterpretationDo you agree that there is trend towards organized retail in India? YES 50 NO

50 40 30 20 10 0 YES NO

Do you think large organized retailers would be controlling a substantial portion of the retail trade ? YES 50 NO -

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50 40 30 20 10 0 YES NO


How o you perceive the development of Shopping malls in Delhi and NCR Region? HEALTHY TREND 45 UNHEALTHY TREND 5

45 40 35 30 25 20 15 10 5 0

Healthy Trend

Unhealthy Trend

What according to you is the purpose of the customers visit to the Shopping Malls? Purpose Food and Beverages Music and Entertainment Life style products Latest Fashion and Clothing Choosing gifts Consumer Durable Yes 5 8 45 50 10 38 40 12 No 45 42 5

25

50 40 30 20 10 0 Yes No Food and Beverage s M usic and Entertainme nt Life style products Latest Fashion and Clothing Choosing gifts Consume r Durable


What according to you are the reasons for buying at that particular shopping mall (Please rank them in order of preference?)

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Nearness to house/locality Good range available Friendly shopkeeper/ good relations Good ambience Good bargain

1 5 2 3 4

5 4 3 2 1 0 1

5 4 3 2

Ne arness to house/locality Good range av ailable Friendly shopkeeper/ good relations Good ambie nce Good bargain

Rank (1-6) the following factors, which influence the customer purchase decision at a shopping mall. Price 5 Brand Location of Mall Parking At Outlet/Mall Appealing Ambience Advice from acquaintances6 5 4 3 2 1

6 4 3 2 1

6 4 2 0

Price Brand Location of M all Parking At Outlet/Mall Appe aling Ambience 3-D Column 6


Do shopping malls have the following advantages? Time Factor Discount schemes Adequate parking space Individual sections for all categories Good shopping experience in better place with convenience and variety. Organized shops with international ambience &air condition all-around. Yes 32 48 32 50 39 No 18 2 18 11

50

-

50 40 30 20 10 0 32

48 32

50 39

50

18 2 YesTime Factor Discount schemes Adequate parking space

18 11 0 No 0

Individual sections for all categories Good shopping experience in better place with convenience and variety. Organized shops with international ambience &air condition all-around.

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Do you think India has a potential in the Retail industry? YES 50 NO

50 40 30 20 10 0 YES NO

Do you think that organized retail will provide many opportunities both to existing players as well as new entrants? YES 50 NO -

50 40 30 20 10 0 YES NO


Do you think India is prepared for open competition? YES 50 NO -

50 40 30 20 10 0 YES NO

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ANALYSIS OF CONSUMER BEHAVIOUR IN SHOPING MALLS CONSUMER BUYING BEHAVIOUR IN METROPOLITIAN MALL 1. Age group in Metropolitan mall. The visitors of Metropolitan Mall are almost of all age group, the maximum no. of visitors is in the age group of 20-25 and 25-35, followed by below 20 yrs and 35 yrs and above.age group in metropolitan mall

35

50 Below 20 yrs. 20-25 yrs. 25-35 yrs. 90 35 yrs.& above

90

2. Category of consumers in the age group of below 20 years. The categories of consumers who are below the age group of 20 years are either the students (70%) or the visitors who are working (30%) i.e. it includes all the undergraduates.


30% 0% 0%

0%

STUDENT BUSINESS PROFESSSION 70% SERVICES HOMEMAKERS

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3. Frequency of visit to the mall of below 20 yrs.consumers. The frequency of visit to visit the Mall among below 20 yrs of consumers is mostly once in a week (70%) followed by everyday (10%) and twice in a week (10%)

10% 10%

10% Everyday Once in a week Twice in a week Any other 70%

4. Purpose to come to shopping mall of age group below 20yrs. The main purpose to visit the Shopping Mall among teens include fun and entertainment (80%) followed by eating (10%) and shopping (10%).

10% 0%

10%

Fun & E ntertainm ent Fam ily Outing S hopping 80% E atings


5 .Annual Household Income in the age group below 20 yrs. The annual household income of teens include 2-5 lakhs (80%) followed by 5-10 lakhs (10%) and below 2 lakhs (10%) (Most of them are dependent upon their parents)

10% 0% 10%

Below Rs.2Lakhs Rs.2-5Lakhs Rs. 5-10Lakhs Rs. 10Lakhs & Above

80%

6. Spend per visit in shopping mall in the below 20 yrs. The per visit spending in the Metropolitan Mall include Rs. 200-500(60%) followed by Rs. 500-2500(30%0 and below Rs. 200 (10%)

30%

0% 10%

Up to Rs. 200 Rs.200-500 Rs.500-2500

60%

Rs.2500 & Above

35

7 .Sectors on which they spend the most below 20yrs. Consumers. The sectors on which the teens spend the most include music and entertainment (80%) followed by food and beverages (10%) and apparels (10%).Apparels 0% 0% 10% 10% 0% 80% Food & Beverages Beauty Products Music & Entertainment Gifts & Watches Sportswear

8. Favorite shopping mall of consumers The favorite Shopping Mall in M.G. Road is Metropolitan Mall (90%), followed by Sahara Mall (10%) and MGF PLAZA is not at all liked by the youths.

10%

0% Metropolitan Mall Sahara Mall MGF Plaza 90%


CONSUMERS BETWEEN THE AGE GROUP OF 20-25 1. Category of consumers of age group 20 25 yrs. The category of consumers visiting Shopping Mall in the age group of 2025 years includes the Professional (39%), followed by Students (33%) and service class (22%) and Business class (6%).

22%

0%

Student 33% Business Professional Services Homemaker

39%

6%

2. How often they come to shopping mall. The frequency of their visit to Shopping Mall is once in a week (66%) followed by Twice in a week (17%) and every day(11%).

17%

6%

11%

Everyday Once in a w eek Tw ice in a w eek

66%

Any other

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3. Purpose to come to shopping mall. Their purpose to visit Shopping Mall include fun and entertainment (56%) followed by eating (33%) and shopping (11%).

Shopping 33% 0% 11% Fun & Entertainment Eating 56% Family Outing

4. Annual households income. The annual house hold income includes 2- 5 lakhs (71%) followed by below 2 lakhs (17%) and 5-10 lakhs (6%), 10 lakhs and above (6%)

Below 2 lakhs 6% 6% 17% 2- 5 lakhs 5 - 10 lakhs 71% Rs. 10 lakhs & above


5. Spend per visit in shopping mall. Their per visit spend includes Rs. 200-500 (66%) followed by Rs.5002500 (22%) and Rs. 2500 and above (6%) and up to Rs.200 (6%)

22%

6%

6%

Up to Rs.200 Rs.200-500 Rs.500-2500 66% Rs.2500 & Above

6. Categories on them spend the most. They spend mostly on music and entertainment (66%) followed by food and beverages (16%), gift and watches (6%) and apparels (6%)Apparels 6% 6% 6% Food & Beverages 16% Music & Entertainment 66% Sportswear Gifts & W atches

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7. Favorite shopping mall of consumers Their favorite Shopping Mall is Metropolitan Mall (78%), followed by Sahara Mall and MGF Mall (11%)

11%

11%

Metropolitan Mall Sahara Mall 78% MGF Plaza


CATEGORY OF CONSUMERS AGE GROUP OF 25-35 1 . Category of the consumers age group between 25 35 yrs. The category of consumers in the age group between 25-35 yrs include Professional (39%), followed by Services(33%) ,Home maker(17%),and Business(11%)

17%

0% 11% Student Business Professional 39% Services Homemaker

33%

2. How often they come to shopping mall. They often visit shopping mall once in a week (77%), followed by twice in a week (17%)

17% 6%

0%

Everyday Once in a week Twice in a week 77% Other

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3. Annual households income. The annual household income is 2-5 lakhs (61%) followed by 5-10 lakhs (17%) and below 2 lakhs (11%) and Rs.10 lakhs and above (11%)

Below 2 lakhs 11% 17% 11% 2-5 lakhs 5-10 lakhs 61% Rs. 10 lakhs and above

4. Spend per visit in shopping mall. Their per visit spend is Rs.500-2500 (50%), followed by Rs.200500(44%), Rs. 2500&above (6%)

Up to Rs.200 6% 50% 0% 44% Rs.200-500 Rs.500-2500 Rs.2500 & Above


5. Favorite shopping mall of consumers Their favorite shopping mall is Metropolitan Mall (83%), followed by Sahara Mall (11%) and MGF Mall (6%)

11%

6%

Metropolitan Mall Sahara Mall 83% MGF Plaza

43

CONSUMERS IN AGE GROUP OF 35 AND ABOVE 1. Category of consumers age group 35 and above. The category of consumers in the age group of 35 and above include service class (58%), followed by homemakers(14%), professional (14%) and business class(14%)

14%

0%

14% 14%

Student Business Professional Services

58%

Homemaker

2. How often they come to shopping mall. Their frequency of visit includes once in a week (14%) and unscheduled visit (86%)

0%

14% 0% Everyday Once in a week Twice in a week Other

86%


3. Purpose to come to shopping mall. Their purpose to visit shopping mall include fun and entertainment(3%) , followed by eating(25%) ,shopping (20%)and family outing(15%0 Purpose to come to shopping MallShopping Fun & Entertainment Eating Family Outing

15

20

25 30

4. Annual household income. Their annual household income includes 2-5 lakhs (71%) followed by 510 lakhs (29%)

0% 29% 0%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 71% Rs. 10 lakhs & above

45

5. Spend per visit in shopping mall. Their per visit spend includes Rs.200-500(43%), followed by Rs.5002500(29%) and Rs.200 (14%) and Rs.2500 &above (14%)

14%

14%

Up to Rs.200 Rs.200-500 Rs.500-2500

29%

43%

Rs.2500 & Above

6. Favorite shopping mall of consumers Their favorite shopping mall is Sahara Mall (42%) followed by Metropolitan Mall (29%) and MGF Mall(29%)

29%

29%

Metropolitan Mall Sahara Mall MGF Plaza

42%


CONSUMER BUYING BEHAVIOR IN SAHARA MALL 1. Age group of consumers in Sahara Mall. The age group of consumer includes 35yrs and above (47%), 25-35 yrs (32%) followed by 20-25(13%) and below 20 yrs (8%).

age group

8% 47%

13%

Below 20 yrs. 20-25 yrs. 25-35 yrs.

32%

35 yrs.& above

2. Category of consumers in Sahara Mall. The category of consumers in Sahara Mall include homemakers (47%) Professionals (19%) , services(19%) ,business class(9%) and students(6%)

Category of consumers

6% 47%

9% 19%

Student Business Professional Services Homemaker

19%

47

CATEGORY OF CONSUMERS HOME MAKERS (35 YRS AND ABOVE) 1. How often Homemaker visit the Sahara mall. Their frequency of visit to Mall is mostly unplanned (60%) followed by once in a week (28%) and twice in a week (12%)

0%

28%

Everyday Once in a week Twice in a week Other

60%

12%

2. Homemakers annual Households Income. The annual house hold income of the homemakers is 2-5lakhs (60%), 5-10lakhs (20%) and below 2 lakhs and Rs10 lakhs and above



3. Homemakers how much spend in Sahara Mall. Their per visit spending in Mall include Rs. 500-2500, followed by Rs.2500 and above, Rs.200-500 and up to Rs.200Category of consumers

25

10

15

Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above

75

4. On which sector households spends the most. The households spend mostly on household items (72%) followed by Apparels(20%) and food and beverages(10%)

0%

20% 8%

A pparels F ood & B everages Hous eholds S ports wear

72%

49

5. What attracts them to come to shopping mall The homemakers are attracted to come to Mall due to the discount schemes (80%), followed by ambience and facilities (12%) and branded shops (8%)

Branded Shops 12% 0% 8% Discount Schemes Ambience & Facilities Entertainment

80%

6. Favorite shopping mall of homemakers. The favorite Shopping Mall of homemakers is Sahara (68%), followed by MGF Plaza (20%) and Metropolitan (12%)

20%

12%

M etropolitan M all S ahara M all M G F P laz a

68%


CATEGORY OF CONSUMERS (SERVICES(25-35 YRS) 1. How often Consumers (Services) visit the Sahara mall. The service class visits the mall once in a week (70%), twice in a week (20%) and unscheduled visit (10%)

20% 10%

0%

Everyday Once in a week Twice in a week 70% Other

2. Services consumers how much spend in Sahara Mall. Their per visit spend is Rs. 500-2500(60%), Rs. 200-500 (30%) and Rs.2500 &above

Up to Rs.20010% 0% 30%

Rs.200-500 Rs.500-2500

60%

Rs.2500 & Above

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3. On which sector service consumers spend the most. They spend mostly on Household products (80%) followed by food and beverages (10%) and apparels (10%)

10%

10%

Apparels Food & Beverages Households

80%

4. Favorite shopping mall of Services Consumers. Their favorite Shopping Mall is Metropolitan (64%) followed by Sahara (27%) and MGF Plaza (9%)

Favourite shopping mall9%

27% 64%

Metropolitan Mall Sahara Mall MGF Plaza


CATEGORY OF CONSUMERS (PROFESSIONALS) 1. On which sector professional consumers spend the most. The Professionals spend mostly on households (70%), Apparels (20%) and food and beverages (10%)

20% Apparels 10% 70% Food & Beverages Households

2. Professionals how much spend in Sahara Mall. Their spending per visit includeRs.500-2500(60%), Rs.200500(30%), followed by Rs.2500& above (10%)

53

Up to Rs.20010% 0% 30%

Rs.200-500 Rs.500-2500

60%

Rs.2500 & Above

3. Annual household income of professionals. Their annual household income include 2-5 lakhs (70%), 5-10 lakhs (30%)

0% 30% 0%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 70% Rs. 10 lakhs & above

4. How often professionals visit Sahara Mall. Their visit to Shopping mall is mostly unscheduled (80%), followed by once (10%) and twice in week (10%)


0% 10%

10%

E ve ry d a y O n c e in a w e e k Tw ic e in a w e e k O th e r

80%

5 . Favorite shopping mall of Professionals. Their favorite shopping mall is Metropolitan, followed by Sahara and MGF Plaza

Favourite shopping mall5 10

Metropolitan Mall Sahara Mall 35 MGF Plaza

55


CATEGORIES OF CONSUMERS (BUSINESS CLASS) 1. On which sector Business class consumers spend the most. The business class spends mostly on Households (40%), apparels (40%) and food& beverages (20%)

20% 40% A p p a re ls F o o d & B e ve ra g e s H o u s e h o ld s 40%

a. How often they come (Business Class) come to shopping mall. Their visit to shopping mall is unscheduled (80%), followed by once in a week(20%)

0%

20% 0%


80%

57


3. Annual household income of Business Class consumers. The annual household income is 5-10 lakhs (60%), followed by 2-5 lakhs

0% 0% 40% 60%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

4. Business class consumers how much spend in Sahara Mall. Their per visit spend is Rs.500-2500 (80%), and Rs.2500 & above (20%)

0% 20% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 80% Rs.2500 & Above

59

5. Favorite shopping mall of Business class Consumers. Their favorite shopping mall is Metropolitan (60%), Sahara mall (20%) and MGF Plaza (20%)

20%

Metropolitan Mall Sahara Mall 60%

20%

MGF Plaza


CATEGORY OF CONSUMERS (STUDENTS )

1. How often students visit the Sahara Mall. The students visiting the Sahara Mall is unplanned (100%)

0% 0% 0% Everyday Once in a week Twice in a week 100% Other

2. Student consumers how much spend in Sahara Mall. The students per visit spend to Mall is Rs.500-2500(67%), followed by Rs. 200-500(33%)

0% 0% 33% U p to R s .200 R s .200-500 R s .500-2500 67% R s .2500 & A bove

61


3. Annual household income of student consumers. The annual household income of students is 2-5 lakhs (67%), followed by 5-10 lakhs (33%)

0% 33% 0% B elow 2 lak hs 2- 5 lak hs 5 - 10 lak hs 67% Rs . 10 lak hs & above

4.

On which sector students consumers spend the most.

The students spend mostly on Apparels (67%), and Food and beverages (33%)

33%

0% Apparels Food & Beverages 67% Households

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a. Students favorite shopping mall. The favorite shopping mall of students is Metropolitan Mall (100%)

0% 0% Metropolitan Mall Sahara Mall 100% MGF Plaza


CONSUMER BUYING BEHAVIOR IN MGF PLAZA 1. Age group of consumers in MGF Plaza. The age group of consumers in MGF Plaza is 35 yrs and above (56%), 25-35 yrs (37%) and 20-25 yrs (5%), below 20 yrs (2%)

Age GroupBelow 20 yrs. 2% 5% 37% 20-25 yrs. 25-35 yrs. 56% 35 & Above

2. Category of consumers in MGF Plaza. The category of consumers is homemakers (54%), business class (23%), and professionals (12%). Services (9%) and students (2%)

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Category

2%

23%

Student Business Professional Services Homemaker

54% 9%

12%


CATEGORY OF CONSUMERS (HOME MAKERS) 1. How much Homemakers spend in the MGF Plaza. The homemakers per visit spend is Rs. 2500 & above (74%), Rs. 500-2500(22%) and Rs. 200-500(4%)


2. On which sector homemaker consumers spend the most. The homemakers spend mostly on Home furnishing (78%),electronic items(22%)

22%

0% Home furnishing Electronic Items 78% Food & Beverages

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3. Annual household income of homemaker consumers. Their annual household income is Rs. 10 lakhs & above (44%), 5-10 lakhs(39%) and 2-5 lakhs(17%)


4. How often homemakers visit the shopping mall. The homemakers visit to shopping mall is unscheduled (87%) and once in a week (13%)

0%


87%


5. Homemakers favorite shopping mall . The favorite shopping mall of homemakers is Sahara (76%), Metropolitan (19%) and Mgf Plaza (5%)

19%

5% Metropolitan Mall Sahara Mall MGF Plaza 76%

69

CATEGORY OF CONSUMERS (BUSINESS CLASS) 1. How much Business class consumers spend in the MGF Plaza. The business class per visit spending is Rs.2500&above (50%), Rs.500-2500(50%)

0% 0% 50% 50% Up to Rs .200 Rs .200-500 Rs .500-2500 Rs .2500 & A bove

2. On which sector business class consumers spend the most. The business class spends mostly on home furnishing (35.70%), electronic items (15.30%)


15, 30%

0, 0%

Hom e furnis hing E lec tronic Item s 35, 70% F ood & B everages

71

3. Annual household income of business class consumers. The annual household income of business class is 2-5 lakhs (50%), 5-10 lakhs (30%), 10 lakhs and above

20%

0% B e lo w 2 la k h s 2 - 5 la k h s 50% 5 - 1 0 la k h s R s . 1 0 la k h s & a b o ve

30%

4. How often business class consumers visit the mall. Their visit to shopping mall is often unplanned(90%) , followed by once in a week(10%)

0%


90%


5. Business class favorite shopping mall . Their favorite shopping mall is Metropolitan(25.50%) , followed by Sahara (15.30)and Mgf Plaza(10.20%)

10, 20% 25, 50% Metropolitan Mall Sahara Mall MGF Plaza

15, 30%

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CATEGORY OF CONSUMERS (PROFESSIONALS)

1. How much professionals consumers spend in the MGF Plaza. Professionals per visit spend in mall include Rs.500-2500 (80%), followed by Rs.2500& above (20%)


2. How often professional consumers visit the mall. The professionals visiting mall is mostly unplanned (80%), followed by once in a week (20%)

0%

20% 0%


80%


3. Annual household income of professional consumers. Their annual household income is 2-5 lakhs (80%), 5-10 lakhs (20%)

0% 20% 0% Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 80% Rs. 10 lakhs & above

4. On which sector professional consumers spend the most. The professionals spend mostly on home furnishing (20.80%), followed by electronic items (5.20%)

5, 20%

0, 0% Home furnishing 20, 80% Electronic Items Food & Beverages

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5. Professionals favorite shopping mall. Their favorite Shopping mall is Metropolitan (20.80%), MGF Plaza (3.12%), and Sahara mall (2.8%)

3, 12% 2, 8% 20, 80% Metropolitan Mall Sahara Mall MGF Plaza


CATEGORY OF CONSUMERS (SERVICE CLASS) 1. How often service consumers visit the mall. The service class consumers visit the mall in an unplanned way when ever they are getting time for it (100%)

0% E ve ry d a y O n c e in a w e e k Tw ic e in a w e e k O th er 100%

2. On which sector services consumers spend the most. The service consumers spend mostly on home furnishing(10.50%) and electronic items(10.50%)

0, 0% 10, 50% 10, 50% Hom e furnis hing Electronic Item s Food & Beverages

77

3. Annual household income of services consumers. The annual household income of service consumers is 2-5 lakhs(50%) and 5-10 lakhs(50%)

0% 0% 50% 50%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

4. Service class consumers favorite shopping mall. Their favorite shopping mall is Sahara(50%0 followed by MGF Plaza(40%) and Metropolitan Mall(10%)

10% 40% 50% Metropolitan Mall Sahara Mall MGF Plaza


CATEGORY OF CONSUMERS (STUDENTS) 1. How much student class spends in the MGF Plaza? The students spend on their per visit on Shopping Mall is Rs. 200500(100%)


2. On which sector student consumers spend the most. The students spend mostly on Food and beverages (100%)

0% 0% Home furnishing Electronic Items 100% Food & Beverages

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3. How often student consumers visit the mall. The students visit the Shopping Mall is totally unplanned as they dont prefer to visit often MGF Plaza (100%)

0% 0% 0% Everyday Once in a week Twice in a week 100% Other

4.

Student consumers favorite shopping mall . The favorite Shopping Mall of students is Metropolitan Mall

0% 0% Metropolitan Mall Sahara Mall 100% MGF Plaza


ANALYSIS OF CONSUMERS EXPERIENCE IN SHOPING MALLS CONSUMERS EXPERIENCE IN METROPOLITAN MALL

1. What brand image do you have of Metropolitan Mall? The brand image of Metropolitan Mall is of PVR (47%) followed by Metropolitan (22%), Shoppers stop (21%). Mc Donald (10%)

10% 21% 47% 22%

PVR Metropolitan Mall Shoppers Stops Mc Donald

2. Perception of Metropolitan Mall as a Brand. The perception of Metropolitan Mall as a brand is of good entertainment place (63%), followed by good eating place (28%), and good place for family shopping (9%)

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Good Eating Place 28% Good place for family shopping Good entertainment place

63%

9%

a. What factors attracts to come to shopping mall. The factors that attract the visitors are fun and entertainment (56%), followed by branded shops (19%), sales (8%) and service and facilities (17%)

19% 8% 56% B ra n d e d S h o p s S a le s 17% S e rvic e s & F a c ilit ie s F un & E n t e rt a in m e n t

4.

What motivates the consumer to the shopping mall?

The consumers are motivated to visit shopping mall is through friends and relatives (57%), followed by self motivation (19%), promotional activities (11%), and advertisements (11%)


19% 11% 57% 13% Self Motivation Advertisements Promotional Activities Friends & Relatives

CONSUMERS EXPERIENCE IN SAHARA MALL 1. Brand image of Sahara Mall in consumers? The brand image is of Big bazaar (56%), followed by Sahara mall (38%), Pantaloons (4%) and Haldiram (2%0

38% 56% Big Bazaar Haldirams Pantaloons Sahara Mall

4% 2%

2. Perception of consumers of Sahara Mall as a Brand. The perception of consumers about this mall is middle class

mall(56%) followed by family shopping mal(38%)l and good eating

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place(6%)

6% 38% 56%

G ood eating plac e M iddle C las s m all F am ily s hopping m all

3.

What factors attracts to come to shopping mall.

The factors that attract the customers to visit the mall are sales(63%) followed by food and entertainment(19%) , services and facilities (9%)and branded shops(9%)

19% 9%

9%

Branded Shops Sales Services & Facilities Food & Entertainment

63%

3. What motivates the consumer to the shopping mall? The motivation to visit the by shopping mall are friends and and the

realtives(56%),

followed

advertisements

(38%)


promotional activities(6%)

S elf M otivation 0% 38% 56% 6% A dvertis em ents P rom otional A c tivities F riends & Relatives

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CONSUMERS EXPERIENCE IN MGF PLAZA 1. Brand image of MGF Plaza in consumers? The brand image of MGF Plaza is of MGF Arcus (70%), followed by MGF Plaza (23%) and complete home furnishing Mall(7%)

7%

23%

M G F P la z a M G F A rc u s C o m p le t e H o m e fu rn is h in g M a ll

70%

2. Perception of consumers of MGF Plaza as a Brand. The perception of consumers of Mgf Plaza as a brand is a family shopping mall(90%), followed by good eating place(7%)

7% 0% Good eating place Good Place for fun Fam ily shopping mall 93%


3. What factors attracts to come to shopping mall. The factors that attract the most to visitors are Home furnishing items (69%), followed by branded shops (12%) and services and facilites(12%)

Branded Shops 12% 7% 12% Home furnishing Items Services & Facilities Food & Entertainment

69%

4. What motivates the consumer to the shopping mall? The motivation of the consumers to visit shopping mall is friends and relatives (81%), followed by advertisements (7%) and promotional activities(7%) and self motivation(5%)

Self Motivation 5% 7% 7% Advertisements Promotional Activities Friends & Relatives

81%

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FINDINGS OF THE STUDYFINDINGS IN METROPOLITAN MALL: Consumers in mall were mostly in the age group of 20 25 yrs and 25 35. They came to the mall mainly for the entertainment in PVR and shopping in the Shoppers Stops. Consumers in mall were all age group and almost all were brand oriented regarding the products. The average spending was in the mall between 500 2500 and more then Rs.2500. The annual holds income of the mall between the Rs.2-10 Lakhs. Consumers in shopping mall accepted that Metropolitan Malls the best shopping mall on M.G.Road in Gurgaon CONSUMER BUYING BEHAVIOR IN METROPOLITAN MALL 1. Consumers usually spend their money on Food,

entertainment, Apperals, and sports & footwear. 2. Consumers in the age group of below 20 25 yrs and 25 35 were in the maximum numbers. 3. Consumers in Mall spend money between 500 2500 and more then Rs. 2500. 4. Consumers in mall come to the mall either once in a week or twice in a week. 5. Consumers in Mall either students or in services or

professionals in the maximum numbers. CONSUMERS EXPERIENCE IN METROPOLITAN MALL 1. Consumers in mall mostly know mall as PVR, Shoppers Stop and Metropolitan Mall. 2. Consumers in mall are mostly Brand oriented regarding any


thing. 3. Consumers accept that this mall is the best place for the fun & entertainment and good food joint. 4. Consumers mostly motivates to come to the shopping mall by friends and relatives. FINDINGS IN SAHARA MALL Consumers in Sahara mall were mostly in the age group among 2535 and 35 and above. In consumers the numbers of Homemakers and Services and professionals were in the maximum numbers. Consumer visits the mall generally the mall once in a week and twice in a month. Consumers come to the mall for the households shopping, eating and purchase for the apparels. Consumers influence by the Discounting schemes, and for the entertainment. The annual house holds income between 2 10 lakhs. CONSUMER BUYING BEHAVIOR IN SAHARA MALL Consumers in mall come for the house holds shopping. Consumers come to the mall mostly homemakers and service class. According to them Sahara Mall is the best for the middle class.

CONSUMERS EXPERIENCE IN SAHARA MALL 1. As a brand the Sahara Mall is famous a mall fore the middle class due to the Big Bazaar. 2. Big Bazaar, Pantaloon, and Haldiram is the most popular among the consumers 3. The popular brands also the Haldiram and the Pantaloon. 4. Sales and discount schemes attracts them to come to the

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mall. FINDINGS IN MGF PLAZA MGF Plaza is preferred by the consumers in the age group of 25-35 years and above. Consumers were homemakers, businesspersons and professionals. They come to the mall for home furnishing items and electronics items. They spend in the shopping mall more then Rs. 2500 and above. Consumers in mall were brand oriented and only purchase the branded products. CONSUMER BUYING BEHAVIOR IN MGF PLAZA 1. Consumers come for the purchase the branded electronic items and home furnishing items. 2. Consumers in the mall were the only serious buyers and dont come for the entertainment. 3. Consumers spends the money more then Rs. 2500 CONSUMERS EXPERIENCE IN MGF MALL 1. The MGF Arcus brand attracts consumers in the mall. 2. Consumers were also come due to the Branded shops like Electrolux, Philpes and LG electronics. 3. As a brand in shopping malls consumers said that Plaza is the best for all necessary home items like electronics and furniture. RESEARCH FINDINGS OF 150 CONSUMERS ANALYSIS 1. Metropolitan Mall is very famous in the age group consumers of 20 35 yrs. 2. Due to PVR and ambience it is the best place for the entertainment and fun.


3. Due to good food joints Metropolitan Mall is the best place for the eatings 4. Sahara mall due to Big Bazaar very famous among the homemakers and services class consumers. 5. Shoppers stops in Metropolitan Mall are famous then the Pantaloon in Sahara mall in the youths. 6. MGF Plaza is only famous for the home furnishing and electronic items. 7. In MGF Plaza only very few youths come as compare to Metropolitan Mall and Sahara mall. 8. MGF Plaza is a complete place for the home products.

ADVANTAGES OF SHOPPING MALLS Time Factor: As consumers get one stop shopping for their entire daily needs; it cuts down on their time, money and energy. One stop shopping is very convenient for them especially when they have less time to spend on shopping. Discount schemes: on their bulk purchases they receive good discounts so they prefer shopping from shopping mal Fun and entertainment and the varieties offered by shopping malls. Adequate parking space: especially for four wheelers. Kids section: customers can make their babies sit there while they are shopping; this is more convenient for the working mothers who are tired after their long working hours.

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More disposable income in hand: people prefer to gain shopping experience in better place with convenience and variety.

The shops are scattered all over the place in the normal market which lead the customer to do a lot of running around, which saps the energy while in shopping malls one can shop in an international ambience with air condition all-around.

Indian consumer is on a spending spree, burning 90% of disposable income on non-essential items. There is a major cultural shift for a traditionally savings- conscious India people want good life, they have money, they are willing to spend and they find shopping malls the best place to fulfill their needs.

The problem with malls is anchored in our sociological evolution: it is about being seen at prices that we can afford. It is a more affordable solution at a mall where a boy is meeting a girl rather than at a fine dining restaurant.

THE PROBLEMS FACED BY SHOPPING MALLS High rentals: The malls are being sold and as a result speculators enter the market and charge high rentals. Preference of customers towards kirana stores: customers still prefer kirana store than shopping malls as the people living in Delhi still find difficult for them to reach Gurgaon as it takes more than 90 minutes for them to reach there so they prefer to shop from near by stores instead of wasting their time reaching Gurgaon in huge traffic and facing difficulty parking their vehicles. Retailers not getting enough discounts from the


manufacturers: the manufacturers dont want to give huge discounts, even if the retailers are reasonably big, because that causes dissonance with other dealers who would then refuse to stock their goods. Developing a supply chain with consistent and large enough quantities is easier said than done especially for the Indian suppliers. The behavior of and Indian consumer is not conductive to malls: As we still dont have multi shop options to scour for the same kind of product since one mall will carry only one brand of home furnishings secondly we are convinced that if a shop is in a mall, then the pricing is loaded and we are paying for that shops rent and infrastructure costs, not to mention the air-conditioning. And we also believe that the mall choices are very limited. India is a check out nation: we check out pieces and then checkout of the store. Rarely will we make purchases without checking ht competitive scene.

CONCLUSIONThe organized retail in India is expected to cross INR 1000 billion mark by 2010 and around INR 200 billion investments are in the pipeline. The size of the organized retailing market stood at Rs. 280 billion in 2004, thereby, making up a mere 3% of the total retailing market. Moving forward, organized retailing is projected to grow at the rate of 25%-30% p.a. and is estimated to reach an astounding INR 1000 billion by 2010. Further, its contribution to total retailing sales is likely to rise to 9% by the end of the decade. Currently the fashion sector in India commands a lion's share in the country's organised retail pie. This is in line with the retail evolution in other parts of the world, where fashion led the retail development in the

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early stages of evolution and was followed by other categories like Food & Grocery, Durables, etc. The last few years have seen rapid transformation in many areas and setting scalable and profitable retail models across categories. Indian consumers are rapidly evolving and accepting modern formats overwhelmingly. Retail Space is no more a constraint for growth. India is on the radar of Global Retailers and suppliers / brands world-wide are willing to partner with retailers here. Further, large Indian corporate groups like Tata, Reliance, Raheja, ITC, Bombay Dyeing, Murugappa & Piramal Groups etc and also foreign investors and private equity players are firming up plans to identify investment opportunities in the Indian retail sector. The quantum of investments is likely to sky-rocket as the inherent attractiveness of the segment lures more and more investors to earn large profits. Investments into the sector are estimated at INR 20 25 billion in the next 2-3 years, and over INR 200 billion by end of 2010. Stocks in the retail sector are also becoming increasingly attractive from an investor's point of view. Successful development of value based concepts as well as development of retail space in smaller cities and towns shall drive the organized retail into the next levels of cities. Retailers have responded to this phenomenon by introducing contemporary retail formats such as hypermarkets and supermarkets in the new pockets of growth. Prominent tier-II' cities and towns, which are witnessing a pick-up in activity, include Surat, Lucknow, Dehra Dun, Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi and Ludhiana among others. With consumption in metros already being exploited, manufacturers and retailers of products such as personal computers, mobile phones, automobiles, consumer durables, financial services etc are increasingly targeting consumers in tier II cities and towns. In addition, petro-retailing efforts of petroleum giants scattered through out the country's landscape have also ensured that smaller towns are also exposed to modern retailing formats.


On the supply side, mall development activity in the small towns is also picking up at a rapid pace, thereby, creating quality space for retailers to fulfill their aggressive expansion plans. Thus, the retail boom', 85% of which has so far been concentrated in the metros is beginning to percolate down to smaller cities and towns. The contribution of these tier-II cities to total organized retailing sales is expected to grow to 20-25%. Favorable demographic and psychographic changes relating to India's consumer class, international exposure, availability of increasing quality retail space, wider availability of products and brand communication are some of the factors that are driving the retail in India. Over the last few years, many international retailers have entered the Indian market on the strength of rising affluence levels of the young Indian population along with the heightened awareness of global brands and international shopping experiences and the increased availability of retail real estate pace.

RECOMMENDATIONSThough lucrative opportunities exist across product categories, food and grocery, never the less, presents the most significant potential in the Indian context, as consumer spending is highest on food. Further, wet groceries' i.e. fresh fruits and vegetables is the most promising segment within food and grocery as very few organized retailers have tapped this opportunity inspite of wet groceries being the preferred choice of most Indian households. The next level of opportunities in terms product retail expansion lies in categories such as apparel, jewellery and accessories, consumer durables, catering services and home improvement. These sectors have already witnessed the emergence of organized formats though more players are expected to join the bandwagon. Some of the

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niche categories like Books, Music opportunities for the retail players.

and Gifts offer interesting

The IMAGES-KSA projections indicate that by 2015, India will have over 550 million people under the age of 20 reflecting the gargantuan opportunities possible in the kids and teens retailing segment. Wholesale trading is another area, which has potential for rapid growth. German giant Metro AG and South African Shoprite Holdings have already made headway in this segment by setting up stores selling merchandise on a wholesale basis in Bangalore and Mumbai respectively. These new-format cash-and-carry stores attract large volumes from a sizeable number of retailers who do not have to maintain relationships with multiple suppliers for all their needs. Rural Retailing : Of late, India's largely rural population has also caught the eye of retailers looking for new areas of growth. ITC launched the country's first rural mall Chaupal Sagar' , offering a diverse product range from FMCG to electronics appliance to automobiles, attempting to provide farmers a one-stop destination for all of their needs. There has been yet another initiative by the DCM Sriram Group called the Hariyali Bazaar' , that has initially started off by providing farm related inputs and services but plans to introduce the complete shopping basket in due course. Other corporate bodies include Escorts, and Tata Chemicals (with Tata Kisan Sansar) setting up agri-stores to provide products/services targeted at the farmer in order to tap the vast rural market. FDI could indeed do a lot in this sector as entry of international retailers would bring in the required expertise to set the supply chain in place which would result in elimination of wastage, better prices and quality for consumers and higher income for farmers besides of course farm produce retailing getting a facelift. All this can only spell good news for the Indian consumers who will


be inundated with a flurry of state-of-the-art products and services at reasonable prices a state they have long craved for.

Bibliography

Retail Survey: A.T. Kearney (2001-2002), Retail Survey: KSA Technopak (2002-2003) Supermarket Key Attributes and Location Decisions by Daniel Serra

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BOOKS Fundamental of Marketing; William J. Stanton Marketing Management; Kotler (Philip) Creating Customer value; Gopal K. Gureja Marketing Management; Saxena Marketing Planning for Services; Malcolm McDonald, Adrain Payne MAGAZINE Business India: The Magazine of the Corporate World; February, 2008. JOURNAL Journal of Marketing; January 2008

WEBSITES www.google.com www.businessworld.com www.saharaindia.com www.mgfindia.com


QUESTIONNAIRE FOR CUSTOMERSDear Sir/Madam I am conducting a Survey on Consumer Behavior and Experience about Shopping Malls: A comparative study among MGF PLAZA, METROPOLITAN MALL and SAHARA MALL at Gurgaon. May I have five minutes of yours to help me fill up the Questionnaire? Please specify your profile: Name:__________________________________________________ __ Profession: _______________________________________________ Question 1: family? Below 2 lakhs Rs 2-5 Lakhs Rs. 5-10 Lakhs Rs. 10 lakhs and above What is the Annual household income of your

Question 2: How much you spend on a average on youre per visit to Shopping Mall? Up to Rs. 200 Rs. 200-500 Rs.500-2500 Rs. 2500 and above

Question 3: What is the frequency of your visit to the Shopping Malls?

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Daily

Once in a week

Twice in a week

Any other

Question 4: Please rate the purpose of your visit to the Shopping Malls?(1 Being most the most important and 6 being least important) Purpose Food and Beverages Music and Entertainment Life style products Latest Fashion and Clothing Choosing gifts Consumer Durable 1 2 3 4 5 6

Question 5: Please rate the following Shopping Malls, which you prefer the most? Metropolitan Mall Sahara Mall MGF Plaza Mall


Question 6: Please specify the reasons for the preference on the scale of 1 to 7 (1 being the most important and 7 being the least important) Factors Sahara Mall Metropolitan Mall Good Eating Place Good Place for Family Shopping Branded Shops Sales and Promotional Activities Services and Facilities Fun and Entertainment Self Motivation Better Bargaining Friends and Relatives Exposure to New Trends and Fashion Emotional Satisfaction Advertisements MGF Plaza

QUESTION 7: Reason for buying products from shopping malls o Value for money o Good brand image

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QUESTION 8: By which promotional scheme you promoted? o o o Advertising Family member Exhibition o o friends mechanics

QUESTION 9: Reasons for coming shopping malls? Answer: .. QUESTION 10: Will shopping malls provide you full Satisfaction? Yes o No o

QUESTION 11: By which frequency you will come to shopping malls? o Regular o Monthly o weekly

QUESTION 12: Which shopping malls you prefer to come and why? Answer: . .

QUESTION 13: Do you think India is potential in shopping Mall industry ? o YES o NO

QUSTION 14: How did you make the purchase in shopping


malls? o Cash o credit card

QUESTIONNAIRE FOR RETAILERSThis questionnaire bears reference to our academic purposes only and no feedback given in this Questionnaire will ever be disclosed.

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Name:o Mr. o Ms. ___________________________________ (optional)

Retailer Name: Address: _________________________________________________ City: ____________________________________________________ Pin: _____________________________________________________ Phone: (O)_________________________ (M)____________________Do you agree that there is trend towards organised retail in India? Yes No

Do you think large organized retailers would be controlling a substantial portion of the retail trade ?

Yes o

No o

How o you perceive the development of Shopping malls in Delhi and NCR Region ? Healthy Trend Unhealthy Trend o o

What according to you is the purpose of the customers visit to the Shopping Malls? Purpose Food and Beverages Music and Entertainment Life style products Latest Fashion and Clothing Yes No


Choosing gifts Consumer Durable What according to you are the reasons for buying at that particular shopping mall (Please rank them in order of preference?)

Nearness to your house/locality Good range available Friendly shopkeeper/ good relations Good ambience Good bargainRank (1-6) the following factors, which influence the customer purchase decision at a shopping mall. Price Brand Location of Mall Outlet/Mall Appealing fragrance Advice from acquaintances

Do shopping malls have the following advantages?Yes No

Time Factor Discount schemes Adequate parking space Individual sections ofr all categories Good shopping experience in better place with convenience and variety. Organized shops with international ambience &air condition all-around.

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Do you think India has a potential in the Retail industry?

Yes o

No o

Do you think that organized retail will provide many opportunities both to existing players as well as new entrants?

Yes o

No o

Do you think India is prepared for open competition?

Yes o

No o

Thank you

Consumer Attitude Towards Shopping Malls

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