report on shopping malls

PROJECT REPORT ONCONSUMER ATTITUDE TOWARDS SHOPPING MALLS

(A COMPERIVITE STUDY OF LUDHIANA AND JALANDHAR)

Punjab Technical UniversityIn Partial fulfillment of the requirements for the award of degree of Master of Business Administration.Submitted to:

Submitted by

Anil soni

Arashdeep Sekhon

Lect. MBA Dept.

MBA 4th Sem.

Roll no. 81402317009

DAV INSTITUTE OF ENGINEERING & TECHNOLOGY

(KABIR NAGAR JALANDHAR) DECLARATIONI hereby declare that all the work done in this project is original and a replica of my findings and collection of information. It represents the detailed study of the underlying topic and is provided as it is, without any kind of warranties. I reconfirm all the claims made regarding the self contribution and appraisals.

___________________

Arashdeep sekhon

CERTIFICATE OF COMPLETION BY FACULTY GUIDE

This is to certify that Arashdeep singh a student of Masters of Business Administration, class of 2010, DAV institute of engineering & Technology , Kabir Nagar jalandhar (regd. No.81402317009) has undertaken Dissertation under my guidance for project title consumer attitude towards shopping malls This project is prepared in partial fulfillment of Masters of Business Administration to be awarded by DAV institute of engineering & Technology (Jalandhar)

To the best of my knowledge, this piece of work is original and no part of this report has been submitted by the student to any other Institute/ University earlier.

Date: Anil Soni

Place: Jalandhar Lecturer of MBA Department

DAV Institute of Engineering & Technology

ACKNOWLEDGEMENT

Before starting with my Project Report, I would like to thank all those people without whom this project could not have been completed in such an admirable way.

I would like to thank my Faculty Guide Mr. Anil Soni and I am indebted to him since he guided me whenever I needed it and always took out time from his busy schedule. He acted as a mentor whose guidance helped me out in completing this project.

I wish to express my gratefulness to those who may have contributed to this work, even though anonymously.

Arashdeep sekhon81402317009MBA 2008- 2010

DAV Institute of Engineering & Technology

JalandharTABLE OF CONTENTS S.No. Particulars Page No.

Chapter 1Introduction

What is shopping malls

History of shopping malls

Classification of shopping malls

Mall boom in India 6 9

Chapter 2Literature Review10 15

Chapter 3Research methodology

Objective of the study

Methodology adopted

Limitation of the study

16 18

Chapter 4Analysis of data

19 58

Chapter 5Findings and Suggestions

Findings

Suggestions

5960

Chapter 6Conclusion61

Questionnaire

62 64

Bibliography65

Chapter 1:IntroductionWhat is a shopping mall?

A shopping mall or shopping centre is one or more buildings forming a complex of shops representing merchandisers, with interconnecting walkways enabling visitors to easily walk from unit to unit, along with a parking area a modern, indoor version of the traditional marketplace.

A shopping mall is a building or group of buildings that contains stores. The stores are connected by walkways so that consumers can easily walk between the stores. Shopping malls can be built in an enclosed or open-air format.

1.1 HistoryIsfahan's Grand Bazaar, which is largely covered, dates from the 10th century. The 10 kilometer long covered Tehran's Grand Bazaar also has a long history. The Grand Bazaar of Istanbul was built in the 15th century and is still one of the largest covered markets in the world, with more than 58 streets and 4,000 shops.

Gostiny Dvor in St. Petersburg, which opened in 1785, may be regarded as one of the first purposely-built shopping malls, as it consisted of more than 100 shops covering an area of over 53,000m2 (570,000sqft).

The Oxford Covered Market in Oxford, England opened in 1774 and still runs today.

The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode Island introduced the concept to the United States in 1828, making it the oldest mall in America. The Galleria Vittorio Emanuele II in Milan, Italy followed in the 1860s and is closer to large modern malls in spaciousness. Other large cities created arcades and shopping centers in the late 19th century and early 20th century, including the Cleveland Arcade and Moscow's GUM in 1890. Early shopping centers designed for the automobile include Market Square, Lake Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924).

An early indoor mall in the United States was the Lake View Store at Morgan Park, Duluth, Minnesota, which was built in 1915 and held its grand opening on July 20, 1916. The architect was Dean and Dean from Chicago and the building contractor was George H. Lounsberry from Duluth. The building is two stories with a full basement, and shops were originally located on all three levels. All of the stores were located within the interior of the mall; some shops were accessible from inside and out.

In the mid-20th century, with the rise of the suburb and automobile culture in the United States, a new style of shopping centre was created away from downtown.

1.2 Classification of shopping mallsIn many cases, regional and super-regional malls exist as parts of large superstructures which often also include office space, residential space, amusement parks and so forth. This trend can be seen in the construction and design of many modern supermalls such as Cevahir Mall in Turkey. The International Council of Shopping Centers' 1999 definitions were not restricted to shopping centers in any particular country, but later editions were made specific to the U.S. with a separate set for Europe.

1.2.1 RegionalA regional mall is, per the International Council of Shopping Centers, in the United States, a shopping mall which is designed to service a larger area than a conventional shopping mall. As such, it is typically larger with 400,000sqft (37,000m2) to 800,000sqft (74,000m2) gross leasable area with at least two anchor stores and offers a wider selection of stores. Given their wider service area, these malls tend to have higher-end stores that need a larger area in order for their services to be profitable. Regional malls are also found as tourist attractions in vacation areas.

1.2.3 Super regionalA super regional mall is, per the International Council of Shopping Centers, in the U.S. a shopping mall with over 800,000sqft (74,000m2)[16] of gross leasable area, and which serves as the dominant shopping venue for the region in which it is located

1.2.4 Outlet

An outlet mall (or outlet centre) is a type of shopping mall in which manufacturers sell their products directly to the public through their own stores. Other stores in outlet malls are operated by retailers selling returned goods and discontinued products, often at heavily reduced prices. Outlet stores were found as early as 1936, but the first multi-store outlet mall, Vanity Fair, located in Reading, PA didn't open until 1974. Belz Enterprises opened the first enclosed factory outlet mall in 1979, in Lakeland, TN, a suburb of Memphis1.3 Mall boom in IndiaMall development and boom in India is a subset of this booming retail.

The common Indians definition of the shopping mall has evolved from. one of the earliest forms of retail prevalent in India called the Haat and the mela , which are temporary open-air markets generally held at a fixed site on a fixed day or at festival time. They could probably be considered the predecessors of shoppertainment in India. Haats (Markets) and Melas (village fairs) still are, in rural India, markets which are also spaces for social and cultural contact. In the Indian Avatar, shopping centers are a cluster of stores under a common roof.

Those that are typically enclosed and also include food and entertainment facilities are called Malls. By this definition, large format stand-alone stores which include entertainment facilities themselves or more commonly as store in stores are also understood to be Malls. But for the purposes of this study the definition provided by the International Council of Shopping Centers (ICSC) is used. ICSC states that A shopping centre is a group of retail and other commercial establishments that are planned, developed, owned and managed as a single property .

It further states that malls, one of the two configurations of the shopping centre, are typically enclosed, with climate controlled walkways and parking in the outlaying areas.Spencer Plaza in Chennai and Crossroads in Mumbai are considered to have pioneered the shopping mall in its modern format. The pace of development has been fast since then. Mall development is expected to grow at a frantic pace in metros and mini-metros driven by the organized retail sector and spread to 60 cities by the end of this decade. For the Indian mass affluent, the call of the mall is proving irresistible. The packed parking lots, busy food courts and restaurants, crowded anchor stores and noisy gaming arcades at the malls bear testimony to this

alluring call. The secret of the lure of the mall lies in its mass appeal it has something on offer for everyone in the family. The fact that a mall offers an experience and not just goods is a major attraction. There is a wide range of shopping experiences bargains and discounts or high-end brands for couples, gaming and other amusement facilities for kids, a large choice of cuisines for family meals and, of course, the multiplex theatres

In many ways, malls reflect the state of the society and act as agents of change. A comparatively young population rising incomes and busier lifestyles are creating space for malls in the lives of the urban mass affluent. Leisure time is limited and a visit to the mall can do a lot for a busy family domestic chores like grocery shopping are taken care of and food courts and restaurants save the bother of cooking dinner after hectic shopping, apart from keeping children entertained. Combine this with the consumer s rising purchasing power and his increasing focus on value proposition rather than just price, and malls suddenly start becoming more relevant

Malls are also becoming one-stop shops for the brand conscious. Malls house popular destination stores like Shopper s Stop, Marks and Spencer, Pantaloons, Big Bazaar or designer boutiques like Ritu Kumar, Ogaan and Mona Pali. Indian and foreign brands in apparel, consumer durables, home d cor, cosmetics, shoes, luggage, etc offer a wide range to the consumer and spoils them for choice. For the shopaholic, the factory outlet malls and a combination of branded and unbranded stores in many malls offer a value proposition. The food courts offer an excellent mix of traditional cuisine and international brands like McDonalds or Pizza Hut, or even exotic foreign cuisine Chapter2:REVIEW OF LITERATURE

2.1 Consumers Attitude towards Modernized

Shopping Center vs. Traditional Shopping Center

A Case Study at Khulna City

Feroz Ahmed*In his paper he observed that the customers are beginning to like the modernized shopping centers which have the similarities with western super market in style. But as these shopping centers are not cheap like western super markets therefore, they are basically attracting the middle and upper class people of the country. Availability of various categories of goods and freshness of those goods, interior facilities and cleanliness of the stores have got influence in choosing these types of shopping centers. Reputation or image of the store/shopping center plays an important role in attracting the consumers. Besides these, the majority of the consumers depend on traditional shopping centers and those who are lower income group, in most of the cases only bother about price of the product and they have only one choice left, to visit traditional shopping centers.2.2 Malls are too dull for India's hot-blooded shopper

Santosh Desai.

In his paper he specify about the change of markets in India. One of the big markers of change in India has been the advent of modern retail formats. While their current share of the overall retail pie is pegged at only three to four per cent, the expectation is that the entry of new players, such as Reliance and Bharti-Walmart, will push this up dramatically.

Already, the contours of urban India are being redrawn with the mushrooming of malls in towns big and small. We are also seeing the beginnings of some political and social unrest, particularly involving format that deal in agricultural produce. So is the road to modern retail a smooth one leading to an Indian market that looks like any other? Or is there greater complexity that needs to be waded through?

The Indian experience so far suggests that the simplistic evolutionist view that markets differ from each other primarily in terms of time - has turned out to be dangerously misleading. While some broad trends do converge, the actual trajectory of evolution has been quite distinct in India.

The practical reason for this is structural. Poor infrastructure, underdeveloped roads, low penetration of cars, high real estate costs and the low manpower costs in the supply chain combine to make the idea of large-format stores outside the main business and residential districts seem unattractive. High real estate costs push the malls outside the city but poor roads and low access to automobiles make them difficult to frequent.

But the more fundamental reason is cultural. Shopping in India has a 'hot', almost biological quality to it.The ideal shopping environment is one that teems with life; where bargains need to be wrenched out and quality merchandise needs hunted down.

The shopper and his or her 'eye' play a vital role. The idea of the modern shop, as inspired by the West, is akin to a 'dead' gallery of goods. The products are neatly stacked, lined up for the examination of the buyer. The idea of such cool, almost clinical inspection in an environment devoid of frenetic activity produces anxiety rather than interest in a large segment of shoppers.

How a culture shops is part of a larger ecosystem involving the nature of kinship ties, identity, social hierarchy and gender relations. While a lot has been said about how new shopping formats need to be organized in order to appeal to the shopper, the real questions are perhaps deeper. What needs do people really fulfill through the act of shopping and how can modern formats respond? The new shops need new consumers. They need suburbs, housewives with spare time and access to mobility. They need a consumer who has begun to see shopping as a chore and is looking for greater predictability. None of these factors applies fully in India.

India is going to be an interesting laboratory for these questions. The structural reasons today make the momand-pop stores a potent force. It is still possible to pick up the phone and order a single cigarette and get it home-delivered in many parts of India.The cultural reasons make shopping a hot-blooded pursuit involving skill, discernment, guile and killer instinct. Shopping in India is far too interesting for consumers to seek radically ne w modes.

But modern formats are potent signifiers of progress. As affluence spreads in India, their role will grow. But the winners will be those who are able to calibrate their offer correctly and offer consumers the sense of the new without the distance of the alien.

2.3 MALLS AND GENERATION Y CONSUMERS: A CONSUMPTION MOTIVATIONCraig A MartinIn his paper he specify about generation y consumers .Although malls have been a topic of interest to marketing researchers for at least 35 years, the attraction between malls and Generation Y consumers has received little interest from marketing academics. This study focuses on the attitudes that the older segment of Generation Y consumers (19-25) have toward a mall, and on the consumption motivation of these consumers. Key findings include thatGeneration Y consumers are significantly more likely to be objectively rather than socially motivated to consume. Using regression, the findings from this study also suggest that objective motivations to consume predict an individual consumers perception of a shopping mall's ambience, layout, and his or her involvement in the shopping process. Social motivations to consume predict perceptions of a malls ambience, design, variety, and excitement, as well as the consumer's desire to stay and intent to return to shop at the mall. Managerial implications include using objective information, such as price oriented promotions rather than socially oriented or image based promotions, when trying to attract older Generation Y consumers.

focusing on a large group of consumers perceptions of a very prominent marketing institution, there are a number of issues that could be explored in future research. An obvious issue focuses on the generalizability of this research. Do the findings of this study generalize across all older Generation Y consumers and all malls?

Even though we found that objective motivations to consume were significantly more likely with this cohort group, there are likely Generation Y consumers that are socially motivated as well. Therefore, mall managers may be able to segment this market partially based upto consumers motivation to consume.

Hence, research that explores how other critical segmentation variables such as race, ethnicity, income, social class, use occasion and geographic factors such as climate and county size influence mall perceptions could be valuable to mall and retail managers. The perceptions of mall atmospherics that emerged from this study also warrant attention from researchers. The Wakefield and Baker (1998) measures of atmospherics used in this study indicated that objective motivations to consume predicted perceptions of ambience and layout, while social motivations to consume predicted ambience and design. However since these scales only ask about music volume, music type, lighting, temperature, architectural style, decorations, colors and mall layout, there are other atmospheric variables that should be investigated. As Turley and Milliman (2000) note, an atmosphere is extremely complex and can include a very large number of stimuli for consumers to process. Turley and Millimans review of this literature also indicates that consumers react to very small changes in the environment even when consumers are not consciously aware of them. Therefore how this group reacts to some other critical environmental stimuli such as crowding, olfactory stimuli, music tempo, signage and social areas needs to be explored. This atmospheric related research could explore the effect changes in the composition of a malls environment have on older Generation Y consumers approach-avoidance behavior, spending patterns, and time spent while in a mall.

A further application of this study concerns the preponderance of objectively motivated shoppers in our sample. Since the Generation Y segment is composed of a very wide age range and these subgroups are likely to have varying attitudes and behavior due to developmental differences (Goff 1999), an obvious issue is whether this utilitarian trait is specific to this older group or whether it runs throughout the entire cohort group. Due to the experiences mall managers have had with teens in malls throughout the U.S. and their need to install curfews, these findings may be specific to this older group. As college students, these consumers have entertainment options that the younger Generation Y shoppers do not. Therefore this younger group, particularly the teenage group, may find the mall more attractive than our sample does. However, this notion needs to be tested. A study that measures attitudes toward the mall of three groups, the youngest Generation Y consumer (8-12), junior high and high school aged Generation Y consumers (13-18), and college aged Generation Y consumers (19-25), would indicate whether mall attitudes of shoppers of different ages are U-shaped or display some other pattern.

Finally, the role a mall plays in the socialization process is not clear. At present we do not know if a mall is a socialization agent, an outcome of socialization, or both. Specifically, socialization agents (parental and peer communication, mass media viewing, and advertising, among others) have been shown to have direct positive or negative influences on a variety of socialization outcomes. These outcomes include consumer activism, attitudes toward prices, materialism (Moschis and Smith 1985), and attitude toward advertising (Bush, Smith and Martin 1999). While the mall environmental perceptions examined in the present study, including ambient, layout, design and variety perceptions, are proposed as outcomes of socialization, the possibility exists that these variables might also influence other important socialization outcomes previously studied. A younger consumer's perception of mall excitement or mall ambience could logically influence his or her materialistic views or price sensitivity. Future research should focus on identifying where, exactly, the shopping mall has its greatest impact in the consumer socialization process.

2.4 Perceived shopping mall image

C.D.DesaiIn his research he specify the image of shopping malls .Marketing research on image historically is mainly focused on retail store and its ability to project a distinctive identity or personality in comparison with its competitors (Martineau, 1958). According to Martineau (1958), the store image is defined as the way in which the store is defined in the shoppers mind. According to Kunkel and Berry (1968) image may be defined as discriminative stimuli for an actions expected reinforcement. Specifically, retail store image is the total conceptualized or expected reinforcement that a person associates with shopping at a particular store. They go on to say that an image is acquired through experience and it thus learned. (Lindquist, 1974). Previous researches quoted that store image is complex in nature and is consists of a mix of tangible of functional factors and intangible or psychological factors that influence the consumer perception (Lindguist, 1974). In 1974, Lindguist completed an extensive review of store image literature and developed a list of consumers perceived Store image attributes which contributed by the following nine attributes and 23 components of these nine attributes.

CHAPTER 3: RESEARCH METHODOLOGY.

3.1 Objectives of study:

To know whether there is any difference between the people who visits shopping mall of Jalandhar and Ludhiana regarding age , sex , income , qualification , profession , marital status. To know what consumer perceive about the quality of product while visiting shopping malls. To know what consumer perceive about the price in shopping malls. To know that what consumer feel about the sales executives in shopping malls. To know which is better shops or shopping malls. To know which the factors are which attract consumers to visit shopping mall?

3.2 RESEARCH METHODOLOGY

SAMPLE SIZE: The sample size is of 100 respondents who visit shopping malls . 50 respondents from Jalandhar and 50 from Ludhiana..

SAMPLING TECHNIQUES: Technique of judgmental sampling has been used. UNIVERSE: The universe of this study is cities of Ludhiana and jalandhar.

TARGET POPULATION: The target population varied from 15 to 65 years of age.

RESEARCH DESIGN: Exploratory research design has been used in this study.

INFORMATION ACQUIRING TECQNIQUES: Information has been collected using both primary and secondary sources of information.

DATA RECORDING: The collected data has been stored in Microsoft word for convenience in analyzing it.

DATA ANALYSIS AND INTERPRETATION: The recorded data has been analyzed and interpreted for fulfilling the objectives of our study.

TEST: Chi square test is applied to check the results.Scope of studyThe population of Ludhiana and Jalandhar visits shopping malls. 3.3 LIMITATIONS OF THE STUDY

The study is not free from systematic bias. The reason for this is that all the individuals initially included in the sample did not respond to the questionnaires.

The sample size is too small that it is not able to cover all the people visiting shopping malls

The cities are big and only some part is covered under the project Time constraint is also one of the major limitations that arise during the survey.

Chapter4: DATA ANALYSIS Question 1 = to find weather there is any significant difference between gender and the people visiting shopping malls. The research was conducted on respondent whose sex group is specified below

Male ------ 60%

Female ---- 40%

Fig. 1GenderLudhiana Jalandhar Total

Male 322860

Female 182240

Total 5050100

Chi square test

H 0= there is not significance difference between the two cities regarding gender of the people visting shopping malls.

H1= there is significance difference between the two cities regarding gender of the people visting shopping malls.

Gender LDH observed(O)LDH (E)O E O E2O E2/E

Male323024.125

Female 182024.2

Gender JAL (O)JAL (E)O E O E2O E2/E

Male 283024.125

Female 222024.2

Total .650

Chi square test

Calculated 2 = O E2/E = .650

Degree of freedom = 1

Table value = 3.84 (at .05 level of significance)

Inference = significantFrom the above analysis, it is found that the calculated value is less than table value i.e null hypothesis is accepted. Result is there is not significance difference between the two cities regarding gender of the people visiting shopping malls.

Question 2 = to find whether there is any significant difference between marital status and the people visiting shopping malls.

The research was conducted on respondents and marital status is specified below

Married 32%

Unmarried 68%

Fig. 2Marital statusLudhiana Jalandhar Total

Married 181432

Unmarried 323668

Total 5050100

Chi square test

H 0= there is not significance difference between the two cities regarding marital status of the people visiting shopping malls.

H1= there is significance difference between the two cities regarding marital status of the people visiting shopping malls.

Marital status LDH observed(O)LDH (E)O E O E2O E2/E

Married181624.125

Unmarried 323424.2

Marital statusJAL (O)JAL (E)O E O E2O E2/E

Married 141624.125

Unmarried 363424.2

Total .650

Chi square test

Calculated 2 = O E2/E

= .650



From the above analysis, it is found that the calculated value is less than table value i.e null hypothesis is accepted.

Result is there is no significance difference between the two cities regarding gender of the people visiting shopping malls.

Question 3 = to find whether there is any significant difference between age and the people visiting shopping malls.

The age group of the respondent in years is specified below

15-30 70%

30-45 20%

45-60 10%

Fig. 3

Chi square test

H 0= there is no significance difference between the two cities regarding age of the people visiting shopping malls.

H1= there is significance difference between the two cities regarding age of the people visiting shopping malls.Age Ludhiana Jalandhar Total

15 30 343266

30 45 121022

45 60 4812

Total 5050100

Age LDH observed(O)LDH (E)O E O E2O E2/E

15 30 343311.030

30 45 121111.090

45 60 4624.666

Age JAL (O)JAL (E)O E O E2O E2/E

15 30 323311.030

30 45 101111.090

45 60 8624.666

Total 1.572

Chi square test


= 1.572



Inference = significant


Result is there is no significance difference between the two cities regarding age of the people visiting shopping malls.

Question 4 = to find whether there is any significant difference between qualification and the people visiting shopping malls.

The qualification of the respondent is specified below

School level- 17%

Under graduate- 33%

Graduate- 28%

Post graduate- 22%

Fig. 4

Chi square testH 0= there is no significance difference between the two cities regarding qualification of the people visiting shopping malls.

H1= there is significance difference between the two cities regarding qualification of the people visiting shopping malls.

Qualification Ludhiana Jalandhar Total

School level71017

Under graduate141933

Graduate 161228

Post graduate 13922

Total 5050100

Qualification LDH observed(O)LDH (E)O E O E2O E2/E

School level7924.444

Under graduate 141739.529

graduate 161424.285

Post graduate 131124.363

Qualification JAL (O)JAL (E)O E O E2O E2/E

School level10911.111

Under graduate 191724.235

graduate 121424.285

Post graduate 91124.363

Total 2.615

Chi square test


= 2.615




Result is there is no significance difference between the two cities regarding qualification of the people visiting shopping malls.

Question 5 = to find whether there is any significant difference between profession and the people visiting shopping malls.

The profession of respondent is specified below

Serviceman - 23%

Student-36%

Business / self-employed- 21%

House wife-20%

Fig. 5

Chi square test

H 0= there is no significance difference between the two cities regarding profession of the people visiting shopping malls.

H1= there is significance difference between the two cities regarding profession of the people visiting shopping malls.

Profession Ludhiana Jalandhar Total

Service man101323

Student 142236

Business man/self employed15621

House wife 11920

Total 5050100

Profession LDH observed(O)LDH (E)O E O E2O E2/E

Service man101224.333

Student 1418416.888

Business man/self employed15114161.45

House wife 111011.1

Profession JAL (O)JAL (E)O E O E2O E2/E

Service man131211.083

Student 2218416.888

Business man/self employed6115252.27

House wife 91011.1

Total 6.112

Chi square test

Calculated 2 = 6.112Degree of freedom = 3

Table value = 7.815(at .05 level of significance)

Inference =not significant

From the above analysis, it is found that the calculated value is less than table value i.e null hypothesis is selected.

Result is there is no significance difference between the two cities regarding profession of the people visiting shopping malls.

Question 6 = to find whether there is any significant difference between income and the people visiting shopping malls.

The monthly income of the respondents is specified below

Less than 10000- 8%

10000-20000-38%

20000-30000-34%30000-50000-13%

More than 50000-7%

Fig. 6Income Ludhiana Jalandhar Total

Less than 10000358

10000 20000191938

20000 30000181634

30000 50000 6713

More than 50000437

Total 5050100

Income LDH observed(O)LDH (E)O E O E2O E2/E

Less than 100003411.25

10000 200001919000

20000 30000181711.058

30000 50000 6711.142

More than 5000044000

Income JAL (O)JAL (E)O E O E2O E2/E

Less than 100005411.25

10000 200001919000

20000 30000161711.058

30000 50000 77000

More than 500003411

.25

Total 501.08

Chi square test

H 0= there is no significance difference between the two cities regarding income of the people visiting shopping malls.

H1= there is significance difference between the two cities regarding income of the people visiting shopping malls.

Calculated 2 = 1.08


Table value = 9.488(at .05 level of significance)From the above analysis, it is found that the calculated value is less than table value i.e null hypothesis is selected. Result is there is no significance difference between the two cities regarding income of the people visiting shopping malls.

Question 7 = why did the respondents prefer to visit shopping malls?

1) Status symbol

2) More variety at single place

3) Inspired by friends

4) Free from traffic hazards 5) Any other

The result given by respondents is analyzed and the results are 17 % of respondents say that it is status symbol that they visit shopping malls48% of respondents say that there is more variety at single place so they visit shopping malls

7% of respondents say that they are inspired by friends to visit the shopping malls21% of respondents say that they feel free from traffic hazards so they visit shopping malls

7% of respondents have other reasons to visit to shopping malls 1 = Status symbol

2 = More variety at single place

3 = Inspired by friends

4 = Free from traffic hazards

5 = Any other

Fig. 7Question 8 = why the respondent say about quality of products in shopping malls?1) High

2) Low The result given by respondents was analyzed and the results are

73% of respondents say that they get high quality products and services

27% of respondents say that they get medium quality products and services

Fig. 8

Chi square test

H0 = the customer find low quality products in shopping malls

H1 = the customer find high quality products in shopping malls

Quality Observed value

High 73

Low 27

Calculated 2 = 21.16



From the above analysis, it is found that the calculated value is greater than table value i.e null hypothesis is rejected Result is the customer find high quality goods in shopping malls

Question 9 = what did the respondents feel about the price of products in shopping malls?

1) High

2) Low

The result given by respondents was analyzed and the results are

79% of respondents say that they get products and services on high prices.21% of respondents say that they get products and services on low prices.

Fig. 9Chi square test

H0 = the customer find products on low prices in shopping malls

H1 = the customer find products on high prices in shopping malls

Quality Observed value

High 79

Low 21

Chi square test




From the above analysis, it is found that the calculated value is greater than table value i.e null hypothesis is rejected.

Result is the customer find products on high prices in shopping malls

Question 10 = what did the respondents feel about the service of sales executives?

1) Satisfied

2) Unsatisfied


65% of respondents say that they feel satisfied from the services of sales executives.35% of respondents say that they feel unsatisfied from the services of sales executives

Fig.10Chi square test

H0 = the customers are not satisfied from sales executives in shopping malls

H1 = the customer are satisfied from sales executives in shopping malls

Satisfaction levelObserved value

Satisfied 65

Unsatisfied 35

Chi square test

Calculated 2 = 9



From the above analysis, it is found that the calculated value is greater than table value i.e null hypothesis is rejected

Result is the customers are satisfied from sales executives in shopping malls

Question 11 = is there any benefits provided to the respondents by visiting shopping malls again and again?

1) Yes

2) No


68% of respondent said that they got benefits by visiting a particular shopping mall again and again.32% of respondent said that they do not got any benefits by visiting a particular shopping mall again and again.


H0 = the customers did not got benefits by visiting a particular mall again and again

H1 = the customer got benefits by visiting a particular mall again and again

Benefits Observed value

Yes 68

No 32

Chi square test



From the above analysis, it is found that the calculated value is greater than table value i.e. null hypothesis is rejected

Result is the customer got benefits by visiting a particular mall again and againQuestion 12 = if yes than which are the benefits provided to respondents by visiting shopping malls again and again?

1) Discounts

2) Free gifts

3) Any other

The result was analyzed and the results are

58% of respondents say that they got discounts on purchases.

36% of respondents say that they got gifts.

8% of respondents say that they got some other benefits.1 = Discounts

2 = Free gifts

3 = Any other

Fig.12Question 13 = did the respondents find shopping mall a good place for family outing?

1) Yes

2) No

The result was analyzed and the results are

78% of respondents say that shopping malls are good place for family outing.

22% of respondents say that shopping malls are not good place for family outing.


H0 = the customers did not find shopping malls a good place for family outing

H1 = the customer find shopping malls a good place for family outing

Good place for outingObserved value

Yes 78

No 22

Chi square test




Result is that the customer find shopping malls a good place for family outing.Question 14 = did the respondent find shopping mall better than shops?

The given result was analyzed and the result is

83% of respondents find shopping malls better than shops.

17% of respondents did not find shopping malls better than shops.


H0 = the customers did not find shopping malls better than shops

H1 = the customer find shopping better than shops

Good place for outingObserved value

Yes 83

No 17

Chi square test





Result is that the customer find shopping malls better than shops.Question 15 = which are the reasons that respondents find shopping malls better than shops?1) Variety at one place

2) Quality products

3) Easy to find/ compare product at same place

4) Fast and good service

5) Effective CRM (customer relationship management)

The data was analyzed and results are27% of respondents find shopping malls better than shops because they got variety at one place

23% of respondents find shopping malls better than shops because they find quality products

16% of respondents find shopping malls better than shops because it is easy to find/ compare product at same place

13% of respondents find shopping malls better than shops because they got fast and good service

21% of respondents find shopping malls better than shops because they find Effective CRM (customer relationship management)1 = Variety at one place

2 = Quality products

3 = Easy to find/ compare product at same place

4 = Fast and good service

5 = Effective CRM (customer relationship management)

Fig.15Question 16 =which are the factors other than shopping attracts respondents to visit shopping malls?

1) Food courts for family

2) Gaming zones for children 3) Good source of exploring market

4) a nice time pass to recreate The data collected was analyzed and the results are33% of respondents say that they are attracted towards malls because of food courts for family

8% of respondents say that they are attracted towards malls because of gaming zones for children

42% of respondents say that they are attracted towards malls because of good source of exploring market

17% respondents say that they are attracted towards malls because they find shopping mall a nice time pass to recreate.1 = Food courts for family

2 = Gaming zones for children

3 = Good source of exploring market

4 = a nice time pass to recreate

Fig.16Chapter 5: FINDINGS & SUGGESTIONS.5.1 Findings People visit shopping malls because they find variety at single place and status symbol and free from traffic hazards are other reason of the people to visit shopping malls Most of the people find high quality goods in shopping malls

Most of the people find high prices in shopping malls

Most of the people are satisfied by the service provided by sales executives

Most of the people find shopping malls a good place for outing

Most of the people find shopping malls better than shops because they find variety, quality and effective customer relationship management

Good source of exploring market and food courts are factors which attract people towards shopping malls.

There is no significance difference between the gender and the people visiting shopping malls of the two cities. There is no significance difference between the age and the people visiting shopping malls of the two cities. There is no significance difference between the qualification and the people visiting shopping malls of the two cities. There is no significance difference between the income and the people visiting shopping malls of the two cities. There is no significance difference between the marital status and the people visiting shopping malls of the two cities. There is no significance difference between profession and the people visiting shopping malls of the two cities5.2 SUGGESTIONS

There should be one employee who attends at least five customers in shopping malls.

The shopping malls should provide benefits to old age customer so that they visit again and again. Smoking zones and Spittoons should be there in shopping malls. PVR and food courts are the factors which attract customers so emphasis should be given on food courts and other recreation activities. Recharge facilities should be there in shopping malls for mobiles and other services.Chapter 6: CONCLUSIONAfter conducting survey and analyzing data it can be concluded that people are satisfied visiting shopping malls and there are factors like quality of products, variety at single place, food courts which attracts people to visit shopping malls weather they find products and services on high prices. People like to visit in shopping malls because quality is there and satisfaction is there from sales executives also. People find shopping malls better than shops because there are varieties of products and it is easy to find and compare the products at one place. The comparison of the two cities was done and it can be concluded that there is no difference regarding gender, age, marital status, qualification, income and profession of the people visiting shopping mall of both the cities. QUESTIONNAIRE

I, Arashdeep Sekhon, student of MBA 4th semester of DAVIET, Jalandhar, am conducting a survey on CUSTOMER ATTITUDE TOWARDS SHOPING MALLS for the fulfillment of final research project. I would be extremely thankful if you fill the following questionnaire. I hereby declare that the information collected through this survey will be kept confidential and will be used only for the educational purpose.

RESPONDENT PROFILE

Name- _______________________

Location- ____________________

1. Sex group

a) male b) female

2. Marital status

a) Married b) unmarried

3. Age group

a) 15-30 b) 30-45

c) 45- 60 d) more than 60

4. Qualification

a) School level b) Under graduate

c) Graduate d) Post graduate

5. Profession

a) Service man b) Student

c) Business/self-employed d) House wife

e) Any other

6. What is your monthly income in rupees?

a) Less than10000 b) 10000- 20000

c) 20000-30000 d) 30000-50000

e) More than 50000

Please tick at the appropriate option:-

7. Why you prefer to visit shopping malls?

a) Status symbol b) more variety at single place

b) Inspired by friends d) free from traffic hazards

e) Any other

8. What do you say about quality of product provided in shopping malls?

a) High b) Low

9. What do you say about prices of products in shopping malls?

a) High b) Low

10. What did you feel about service of sales executives?

a) Satisfied b) Unsatisfied

11. Is there any benefits provided to you by visiting a particular mall time and again?

a) Yes b) no

12. If yes then which are the benefits provided to you?

a) Discounts b) gifts

b) Any other

13) Do u find shopping malls a good place for family outing?

a) yes

no

14) Why does u find shopping malls better than shops?

a) Variety at one place b) Quality products

c) Easy to find/ compare product at same place d) Fast and good service

e) Effective CRM (customer relationship management)

15) What other factors attract your family to shopping malls?

a) Food courts for family b) Gaming zones for children

c) Good source of exploring market d) a nice time pass to recreate

Bibliography

Indian journal of marketing volume XXXVI September 2007Indian journal of marketing volume XXXVIII April 2008

www.proquest.com http://www.google.co.in/#hl=en&source=hp&q=SHOPPING+MALLS&aq=f&aqi=g10&aql=&oq=&gs_rfai=&fp=44832512ea036a4dhttp://en.wikipedia.org/wiki/Shopping_mallhttp://www.megamalls.in/http://proquest.umi.com/pqdweb?nocfc=1 www.daffodilvarsity.edu.bd/.../13=%20Feroz%20Ahmed=13.pdf65

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report on shopping malls

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Transcript of report on shopping malls