A

Project Report
On
A

study on the factors influencing consumer behavior

towards malls
Master of Business Administration (Marketing)

Submitted in partial fulfillment of the requirements for award of

MASTER OF BUSINESS ADMINISTRATION
Of
Chhattisgarh Swami Vivekananda Technical University, Bhilai

Submitted by
Sourabh Agrawal
MBA III Semester, 2014-2015

DEPARTMENT OF MANAGEMENT
BHILAI INSTITUTE OF TECHNOLOGY
(An ISO 9001:2000 Certified Institute)
Bhilai House, G.E. Road, Durg 491001(C.G.), India
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CERTIFICATE
This is to certify that the Project Report entitled A study on the factors
influencing consumer behavior towards malls Being submitted by
Sourabh Agrawal in fulfillment of the requirement of CHHATTISGARH
SWAMI VIVEKANAND TECHNICAL UNIVERSITY is a record of an
independent work done by his under my guidance and supervision.

(SIGNATURE OF THE SUPERVISOR)

Mrs. Pooja Sinha
HR Manager
Echt Conglomerates Pvt. Ltd, Raipur

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DECLARATION

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

influencing consumer behavior towards malls. Being submitted to the
CHHATTISGARH SWAMI VIVEKANAND TECHNICAL UNIVERSITY
for the partial fulfillment of the requirement for the degree of Master of
Business Administration is my own endeavors and it has not been submitted
earlier to any institution / university for any degree.

Place: Date: -

(SOURABH AGRAWAL)

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ACKNOWLEDGEMENT

My Special Thanks and gratitude to Mr. Md. Tauqeer Dani, of Echt, Raipur
for his generosity, cooperation and superb guidance that helped me in
completion of my project report.

I am also thankful to, Mr. Sanjay Guha (H.O.D MBA Dept.) BIT Durg and
to my Internal Guide Mrs. Judith Gomes and Mr. Saurabh Tomar for their
encouragement and motivation which was a great source of inspiration.

I am extremely grateful to Mrs. Pooja Sinha (HR Manager) and the entire
staff of Echt, Raipur for their cooperation and generosity. Their experience
helped me a lot in doing my project.

(SOURABH AGRAWAL)

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TABLE OF CONTENT

CHAPTER

TOPIC

PAGE.NO.

Chapter one

Company Profile

Chapter two

Literature Review

14

Chapter three

Research Methodology

22

Chapter four

Finding and Analysis

24

Chapter five

Conclusion

44

Appendix
Bibliography

47

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CHAPTER 1
COMPANY PROFILE

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About ECHT
Echt conglomerates pvt. Ltd. was established to deliver end to end quality realty
consulting services and solutions. The company has offices in 10 cities and has
presence in over 25 cities across Western and Central India. The company also has a
talented workforce of 40 people across 15 cities. The team brings in-depth market
knowledge, sophisticated research, industry experience & financial structuring skills.
Echt plans to have pan India presence by 2015. They cater to a varied group of clients
including investors, property owners, multinational corporations, retailers, hospitality
clients and SME's. Echt have a diverse portfolio of transactions spanning pan India
research and consulting.

Area of Expertise
Mall Management
Hospital & Education Consultancy
Resort & Hotel Consultancy
Retail & Residential Sale & Leasing
Franchisee Development
Cash & Carry & Logistics
Telecommunication Infrastructure Sector
Entertainment & FEC Development Consultancy
Govt. PPP Projects Consulting
Market Research & Analytics
Food & Beverage Consultancy

Mall Management
ECHT is an end to end Mall Concept management Company. ECHT basically comes
in as a hand-holding advisory company and manage the entire spectrum of any project
including but not limited to Mall Conceptualization, Mall Positioning, PMC,
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Marketing, Leasing, Brand Branding, Asset & Facility management, Mall

Management etc. The companys professional team comes with more than 22 years of
experience, specializing in Mall Development & Operations, jointly having managed
more than 4 million sq. ft. (40lakhsq.ft), in various parts of the country.

ECHT comes at a green filed or brown field stage in Mall Development & takes it to
the operations level & beyond. Echt is more of an In-house Advisory Team to the
Developer/Investor, than a bunch of Consultants. We follow the philosophy of Retail
is Detail. Our eye for detail in every segment can be understood with the amount of
interest we take in every segment of the development.
Some of prominent ones
Pre project planning
Mall Conceptualization
Project management consulting
Mall Marketing and leasing
Mall and facility management
Brand Management

Projects Undertaken
Rama Magneto mall, Bilaspur
Magneto mall, Raipur
Colors Mall, Raipur
Korba city mall, Korba
Aashima mall, Bhopal
Shree Balaji Agora mall, Ahemadabad

Hospital and Education Consultancy

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 Market research and Project conceptualization.

Feasibility reports
Joint venture
Management contract
New Business Development
Sale and Leasing Option
The field of education in todays environment has become very specialized. This
requires the services of people knowledgeable with practical experience and
educational background to develop the high standards needed to maintain that
competitive edge for the school owners as well as for the maximum development of
the child.

A school is a living organism, alive and breathing always alert to the needs of its
pupils. Within it thousands of young souls aspire to develop their creative urges,
academic abilities and physical prowess in the environment of spiritual freedom. It is a
crucible which lays the foundation for self confidence, a belief in ones abilities, the
courage to take calculated risks and the strength to face adversity with ones head held
high with honor and dignity.

It is advice to organizations and individuals who wish to build schools to think and
dream, then put their dreams into words and then carve those words into deeds.

Resort consultancy
Takeover of existing resorts
Resort Affiliation
Marketing tie-ups with other resorts
Management Contract Services
Leasing of Resorts

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 State Tourism Collaborations

New Resort Development and its allied services

Hotel consultancy
Outright Purchase of existing Properties
Joint venture and leasing
Management contract with reputed groups
Marketing Tie-ups
New Hotel development and its allied services
Boutique hotel Initiative and development
Expertise in Heritage hotel development
Brand enhancement consultancy

Franchise Development
Echt provides end to end franchising consultancy
Developing turnkey franchising/Licensing programme
Review and articulate business strategy
Develop business plans & franchising modules
Conduct market and financial feasibility studies
Source business partners, licensees, & franchisees
Evaluate and recommend franchisee/licensees
Recommend the fee structure of franchising
Ascertain value of the franchising/licensing business
Develop or review the operational manuals
Review franchising/licensing agreement
Restructure & train your existing franchise network
Develop or review the metrics to monitor performance
Fund assistance for Franchisee setup
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 Franchise expo for investors & business owners where both investors and
business owners come face to face and interact freely

Market Research & Analytics

Echt conducts Market Research & Analytics individually & Jointly with 3rd party
research agencies as per the requirements of developer & site.

Echt adds value to clients-real value. They develop a learning culture that fosters
innovation and also contribute to academia and policy makers. Echt have developed a
sustainable working environment that is good and fair thousand our clients.

Methods and Philosophy

Echts perspective is unique. The approach is refreshing. And the solutions provide a
comprehensive response to the clients needs, not packaged data but custom solutions
for clients. They offer services with the integration of qualitative and quantitative
tools. They are designed in India for India, the measures and scales are created to
maximize sensitivity. Echts passion is to drive clients business growth by combining
consumer understanding and brand knowledge with intuition and innovation.

Cash and Carry

Market feasibility to identify potential areas for ideal setup of Cash and Carry
store.
Site identification to sale deed providing all facilities till project
implementation.

Logistics
To meet the specified needs of clients to source high-tech industrial space for
manufacturing, assembly, research and development, Logistics-based

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distribution and warehouse facilities as well as land acquisition/disposition

assignments.
For owners of industrial property, secure a sale or find a tenant, aiming to
maximize returns with innovative solution, including alternative uses to unlock
hidden potential.

Telecommunication Infrastructure Sector

SiteAcquisition
We assist most of the telecom companies in western and central India for site
acquisition for Common Shared In Building Solution (CSIBS)
CorporateTieUp
We assist for Corporate Tie Up with other companies in Hotel, Hospital and Prime
real estate properties for in building common shared In Building Solution
OperatorLiasoning
We assist for negotiating tenancy with Mobile operators in central India.

Survey and Installation Coordination

Our thorough knowledge of cities and strong contacts with local people has enabled us
to supervise smooth survey and installation of IBS.

Family Entertainment Centers Development

Commercial Arcade Game room and larger Fun Centers and Family Entertainment
Centers (FEC's) are becoming very popular across the world, especially in growth
areas such as South America, Asia, and the Middle East, as today's increasingly
hostile environment encourages parents to seek out exciting yet safe, fun and whole

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some activities for their children, along with teens and adults seeking the latest 3 D
video games, sports, redemption and motion simulator games to play.

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

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

Our family entertainment center development services are not limited to the physical
FEC facility. Rather, our comprehensive approach covers every aspect of developing,
building, setting-up, opening and operating a FEC from feasibility to management.

Food and Beverages Consultancy

Restaurant Start Ups

Green field projects right from business plan, Feasibility study, Brand development,
Custom design development, Restaurant turn around and financial assessments &
improvements.

Food Court Assistance

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

kept in mind like optimum area calculation, counter to sitting area ratio, coordination
with mother kitchen, and movement strategy. Proper food and brand mix is again an
essential component to make a complete food court experience.

Food Kiosk Expertise

Indian eating habits are such that on every corner something is required to munch
around. Thus for any destination to be eventful, munching should not stop. Proper mix
of snacks, their positioning & area markings are very critical in this respect and , this
is where our expertise lies.
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CHAPTER 2
LITERATURE REVIEW

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

the Indian context, is very less in number. Not many studies have empirically
analyzed the influence of an assortment of attributes on buying behavior in shopping
arcades and malls and customers shopping experiences. Mostly the researches
undertaken so far have been taken from the foreign experiences, as they have come of
age in the US, UK and European markets. An earnest attempt has been made to delve
into the relevant researches done on the theme, presented henceforth as follows:

Huff (1964 and 1966) concluded that the comparative size of the centers and the
convenience of access were the primary characteristics that consumers sought when
choosing a shopping center to visit.

Cox and Cooke (1970) determined customer preference for shopping centers and the
importance of driving time. The authors concluded that location and attractiveness are
important determinants of consumer shopping center preferences.

Vaughn and Hansotia (1977) opined that merchandise and convenience seem to be
the two underlying dimensions which consistently appear every time. Merchandise
quality, merchandise variety, atmosphere of shopping area, availability of sale items
and ease of shopping comparisons are all component parts of this underlying
dimension.

Brunner and Mason (1968) investigated the importance of driving time upon the
preferences of consumers towards regional shopping centers. They expressed that
although it is recognized that population, purchasing power, population density,
newspaper circulation, and other factors are influential in determining the shopping
habits of consumers, a factor which is generally overlooked is the driving time
required to reach the center. In this study, it was established that the driving time
required to reach a center is highly influential in determining consumer shopping
center preferences. The most consistent and significant driving time dimension in
delineating shopping center trade areas was found at the 15-minute driving points, as
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three-fourths of each centers shoppers resided within this range.

Kumar (1983) in his extensive research found shelf exposure, exposure to others
buying and window display as major instore influences in hypermarkets. His study
revealed that males (47%) are more susceptible to shelf display influence than females
(39%). He cited retail environment (25%) as the second major instore influence and
exposure to others buying (21%) as the third major influencing factor resulting in
buying behavior.

Pashigian and Gould (1998) stated that consumers are attracted to malls because of
the presence of wellknown anchors department stores with recognized names.
Anchors generate mall traffic that indirectly increases the sales of lesserknown mall
stores. Lesserknown stores can free ride off of the reputations of betterknown
stores. Mall developers internalize these externalities by offering rent subsidies to
anchors and by charging rent premiums to other mall tenants. The results of this
article suggested that mall developers are behaving rationally because they know that
anchors attract customers to the mall and increase the sales of other mall stores.

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

mall behaviors and values in which threefourths of respondents reported visiting at
least one shopping mall during a 2 month period. Among mall customers, during this
2 month period the average number of mall visits was 4.69, resulting in 5.35
purchases averaging $60.00 (Rs 3,000 approx) each. It was hypothesized and found
that frequent mall shoppers have higher needs than others for sense of belonging,
warm relationships and security. Their needs are also higher for excitement. It
was also hypothesized that needs for selffulfillment, selfrespect, and a sense of
accomplishment are negatively related to mallvisitfrequency.

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Concept of Malls
The concept of Retail as entertainment came to India with the advent of malls. Mall
fever has touched every facet of Indian society. Whatever is the income stratum of
consumers, malls make no distinction in proffering most-revered national and global
brands Shopping Mall refers to a set of homogenous and heterogeneous shops
adjoining a pedestrian, or an exclusive pedestrian street, that make it easygoing for
shopper to walk from store to store without interference from vehicular traffic. Malls
are incorporated with a whole bank of lifts and escalators for smooth transit of
shoppers. Malls are located in proximity to urban outskirts, and ranges from 60,000 sq
ft to 70,000 sq ft and above. The future of organized retailing is largely in the hands of
mall where the shoppers get quality, quantity, aspirational appeal, recreation facilities
and ambience. Under one roof, the flashy malls promises just about everything under
the sun, from foreign gizmos to the very desi, virtually an airbus full of national and
international brands, to say the least. Malls offer a plethora of attractions- high profile
shopping, impulse eating establishment, a glitzy and glamorous environment to
discerning shoppers of more refined tastes, who are more concerned with quality and
fashion and less concerned with budgets. Mall reveals six factors namely comfort
diversity, luxury, mall essence, entertainment, and convenience which are a source of
cynosure. In India, malls have transformed shopping from a need driven activity to a
leisure time entertainment. The quality mall space which was just one million square
feet in year 2002 has accomplished new milestones of 40 million square feet and 60
million square feet in year 2007 and year 2008 respectively. There is a paradigm shift
in the mall scenario, from just 3 malls in the year 2000; the country witnessed 220
malls in the year 2006. Exhibiting signs of further enlargement India is likely to have
more than 600 in 2010 and 715 malls in 2015, with an estimated cumulative retail
space of 100 million sq. ft. Shopping malls in India are reckoned to worth 38,447
crores by the year ending 2010. Real estate corporations like DLF and Unitech are
coming forth with the plans catering the ever-escalating demand of shopping malls. In
the next four to five years 65,000 is budgeted to be invested in retail real estate
development.

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

retailers while 12-20 percent space is dedicated to Food & Beverages. Indian malls
vary between 35,000 sq.ft. to 10, 00,000 sq ft while U.S. version is between 4, 00,000
sq ft to one million sq ft.

The largest malls in Indian metropolitan cities enjoy 25,000 footfalls per day which
hikes to an average of 40,000 on weekends. Due to radical revival of shopping and
consumerism shopping mall syndrome has hit India in all earnest. Even though the
malls are mushrooming from metros and mini metros to tier III cities, the spread of
malls is highly concentrated in India. North Zone is having the peak attractiveness
with 39% while South, East, and West Zone respectively holds 18%,10%,33% of total
malls pie. Creating artificial product scarcity, cheap imitation, and taking customer for
granted are the talks of yester years, thanks to the mall culture. Further, shopping mall
is the paradise where various shopping motives like peer group association, impulse
shopping, hedonic, status consciousness, market mavens, economic motive, utilitarian
motive etc. can be fulfilled in one shot.
Types of Retail Shopping Mall

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

goods and services, together with car parking. Its size is not limited, but it is very
important in its planning (Mustafa bin Omar, 2000). While Warren (1995) stated that
the shopping mall, also called a shopping centre or a shopping plaza, is in dependent
retail stores, services and parking areas conceived, and maintained, by a management
firm as a unit. It is a 20th century invention as an adaptation of the historical
marketplace, with accommodation made for vehicles. A shopping mall may also
contain restaurants, banks, theatres, professional offices and service stations. In the
last two decades, the mall has become not only a centre for shopping but also a
community centre for social and recreational activities. Many malls have expanded to

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

defined according to certain categories, namely:

a) Convenience Shopping Mall

This type of shopping mall has a very small floor area of 5,000 square feet to 50,000
square feet and consists of lots of shops in one continuous line. Tenants rent many
stores selling mainly food, or provide services, and do not have an anchor tenant.
b) Neighborhood Shopping Mall
This shopping mall is very small with a gross floor area of 35,000 to 70,000 square
feet, selling goods and daily necessities, such as food, medicines and other items and
is generally known as a supermarket.
c) Community Shopping Mall
Shopping malls of this type have a gross floor area of between 100,000 to 200,000
square feet and provide essential goods that are easily accessible by people in
surrounding areas
d) Regional Shopping Mall
Shopping malls of this type have at least two or four anchor tenant stores with 100 lots
in a building and the floor area of the site exceeds 250,000 to 800,000 square feet.
This shopping mall also provides equipment such as business products, home
appliances and a variety of services and recreational equipment.
e) Super-Regional Shopping Mall
Features of this shopping mall are close to that of the regional shopping mall in that it
provides a wide range of consumer goods, including public goods, clothing,
restaurants, banks and others. The gross floor area of these shopping mall is 800,000
square feet and is usually available in metropolitan areas that are easily accessible by
the public.

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Advantages of shopping malls:

Increase in the growth of the organized retail sector.
Monumental increment in economic growth.
Employment generation by the organized retail sector.
Good competition means better products & services.
Disadvantages of shopping malls:
The companies with superior resources would muscle out the ones inferior to
them.
Monopolization of the organized retail sector.

Swot Analysis of Indian Malls

STRENGTHS

Skyscrapers with perfect blend of

shopping, eating and entertainment, in
short shoppertainment
Developed in contemporary style,

WEAKNESS

Mall developers are enacting as mall

managers
Retail not accredited as an industry in
India

these flashy malls promises just about

Complicated taxation system

everything under the sun, from

Lack of adequate infrastructure

foreign gizmos to the very desi

including supply chain, parking

brands.

facilities

Attractive destinations for civic and

official meetings, hang out, reducing
stress.

Unavailability and skyrocketing prices

of prime catchments areas
Poor positioning and zoning of malls

Procure goods directly from factories

Shortage of qualified human personnel

and farmers in case of lifestyle and

in the area of facility management,

food/beverages respectively

creative firms, and design houses.

Bouquet of value propositions like

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value for time, value for quality, value Lack of differentiated offerings i.e.
for experience, value for money

same mix of shopping, foods and films

High quality shopping environment +

quality assortment at variant shopping
format.

OPPORTUNITIES

Outsourcing from other developed

retail market
Progressive growth of aspirational
consumer class, believing more in
spending than savings
Nation of youth (with median age 24

THREATS

Non availability of adequate finance

Undeveloped supply chain
Vigorous competition from
unorganized retailers
Keeping up brand loyalty
Disturbance in income strata of

and 35% of population below 14

consumers greatly influence malls

years)

growth

Growing urbanization and increase in

purchasing power of consumers

Threat from online players, (even

though internet penetration is low in
India)

Challenges Ahead
Retail evolution cycle is carried out in India in a totally unplanned and haphazard
style. The by-product of which is a number of roadblocks like poor traffic
management, ecological disasters and pitiful infrastructure.

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

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Some malls developers make a blunder by constructing the malls without carrying out
rigorous due diligence exercise on their feasibility. If the mall developer flunks in
conducting any of the feasibility analysis i.e. market study, technical study, financial
study, economic study and ecological study it may lead to blunders. Before jumping
on mall bandwagon, developers need to undertake market feasibility.

Long gestation period

Malls are the latest format in Indian organised retail. So, the gestation period of these
ventures is quite long. A mall sprawl over one lakh sq ft requires capital budget of
Rs.20-30crores, with a payback period of 60-75 months.

Lack of adequate infrastructure

Indian malls are facing the problem of woeful inefficient supply chain. Supply chain
for most of the goods is in the grip of vicious circle of inefficiency due to the factors
like obsolete warehousing, outdated transport technology and poorly coordinated
logistics. Poor roads, the lack of cold chain infrastructure etc. hampers the
development of food and fresh grocery retail in India. Pilferage was another challenge
mall managers struggled with, which eat up their profit margins.

Retail/Mall Resource Shortage

Human resource is the most important asset of an organization and no one can
understand this better than the mall developers of India. They are facing a crunch in
hiring personnel. In India the mall managers are substituted either by real estate or
hospitality personnel, which is totally a misfit case. The deficiency is not limited to
mall managers only; human resources specialized in the facility management,
advertising programs, and event management is not up to the mark.

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Positioning a Mall
Positioning of malls refers to define the services on the basis of various factors like
demographics, psychographics, income levels and market research. Positioning also
refers to the location of the mall and Indian developers are lacking in this perspective.
Tenant mix (players/shops operating within a mall on rental basis) is a variable factor
but location is a fixed factor and cant be changed. This poor positioning results in
poor platform of differentiating the malls from the competitors. Proper positioning is
the key to distinguish from mall clutter. Usual and identical malls give a monotonous
feeling. Hence, malls are required to develop its own USP rather than just one
amongst many.

OBJECTIVE
To find out the important factors that influences consumer behavior towards
malls.

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CHAPTER 3
RESEARCH METHODOLOGY

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RESEARCH METHODOLOGY
Sampling

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

Mall is taken as the project area.
As the universe is not defined so a sample size of 30 respondents is taken.
The respondents are selected by perfect random sampling. Criteria for the
respondents are they must go to Magneto Mall, Raipur frequently for
shopping.
Primary data collection

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

questionnaires are used. The respondents are asked to fill up the
questionnaire form by themselves.
Analysis

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

software. The comparison is made by different charts and functions of
statistics. T-test is applied to draw the conclusion about the customer
satisfaction and different factors effecting the customer satisfaction.
Research Hypothesis:
This research undertook to test following hypothesis that underlined the study.
The hypotheses are as follows:

Null Hypothesis
There is no significance difference between the satisfaction level of customers
and importance of Quality of product at malls.

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 There is no significance difference between the satisfaction level of customers

and importance of product variety at malls.
There is no significance difference between the satisfaction level of customers
and importance of new products availability at malls.
There is no significance difference between the satisfaction level of customers
and importance of product price at malls.
There is no significance difference between the satisfaction level of customers
and importance of product packaging at malls.
There is no significance difference between the satisfaction level of customers
and importance of window shopping at malls.
There is no significance difference between the satisfaction level of customers
and importance advertisements at malls.
There is no significance difference between the satisfaction level of customers
and importance of accessibility of malls.
There is no significance difference between the satisfaction level of customers
and importance of products brand at malls.
There is no significance difference between the satisfaction level of customers
and importance of credit card facilities at malls.
There is no significance difference between the satisfaction level of customers
and importance of schemes available at malls.
There is no significance difference between the satisfaction level of customers
for passing time at mall.
There is no significance difference between the satisfaction level of customers
and importance of recommendations
There is no significance difference between the satisfaction level of customers
importance of former experience.

Alternate Hypothesis

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 There is a significance difference between the satisfaction level of customers

and importance of Quality of product at malls.
There is a significance difference between the satisfaction level of customers
and importance of product variety at malls.
There is a significance difference between the satisfaction level of customers
and importance of new products availability at malls.
There is a significance difference between the satisfaction level of customers
and importance of product price at malls.
There is a significance difference between the satisfaction level of customers
and importance of product packaging at malls.
There is a significance difference between the satisfaction level of customers
and importance of window shopping at malls.
There is a significance difference between the satisfaction level of customers
and importance advertisements at malls.
There is a significance difference between the satisfaction level of customers
and importance of accessibility of malls.
There is a significance difference between the satisfaction level of customers
and importance of products brand at malls.
There is a significance difference between the satisfaction level of customers
and importance of credit card facilities at malls.
There is a significance difference between the satisfaction level of customers
and importance of schemes available at malls.
There is a significance difference between the satisfaction level of customers
for passing time at mall.
There is a significance difference between the satisfaction level of customers
and importance of recommendations.
There is a significance difference between the satisfaction level of customers
importance of former experience.

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Dissemination

At the last the report is written according to the findings of the assigned
project and disseminated.

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CHAPTER 4
FINDING AND ANALYSIS

Page | 29

FINDINGS AND ANALYSIS

Accessibility to mall

Accessibility is a major factor for the consumers for choosing the Mall.
Perception towards the convenience to reach the outlet is tested here which
shows that 17 out of 30 consumers says that its important. As there are many
such outlets in the city its easy to any consumer to choose any other outlet. The
below chart makes degree towards this perception visualize.
Graph: 4.1 Accessibility to malls

Accessibility to Malls
No. of Respondent

20
15
10
5
0
Not Important

Less Important

Important

Very Important

Table 4.1: Grid and consumer responses towards accessibility

Grid

Accessibility

Not Importance

Less Important

Important

17

Very Important

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4.2 Quality of Comparison

Quality comparison between different brands is important from the consumers

point of view. As the malls provide this facility so its an important factor that
influences the consumers towards it.
The above statement is proved by the given chart which shows that 63%
respondents says that it is important for choosing the outlet.
Graph: 4.2 Quality Comparisons

No. of Respondent

Quality Comparison
20
18
16
14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.2 Grid and consumer responses towards Quality Comparison

Grid

Quality Comparison

Not Important

Less Important

Important

19

Very Important

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4.3. Variety of product

Availability of variety of products makes any outlet more convenient for any
consumer to purchase all the required goods from one place which saves their
time, money and effort for searching them.
From the chart shown here we can conclude that 50% of the consumers variety
is very important. 24% says that its important and so on as in the chart.
This is an evidence for showing the degree of importance of the factor.
Graph: 4.3 Variety of Product

Variety of Product
16

No. of Respondent

14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table: 4.3 Grid and consumer responses towards variety of product

Grid

Variety of product

Not Important

Less Important

Important

Very Important

15

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4.4 Availability of new product

Generally the new products introduced on the market are available in the malls
before than the local stores. So consumers prefer the outlet to get the new
product rather than searching it from the market.
The given chart and table makes this perception clear. Here the degree of
importance of the factor is given. Maximum that is 50% of the respondent said
that it is important for them.
Graph: 4.4 Availability of new product

Availability of new product

16

No. of Respondent

14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

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

new product

Not Important

Less Important

Important

15

Very Important

10

Page | 33

4.5 Window Shopping

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

something. As there are all products in the display they take anything which
attracts them. This concept is called the window shopping which drags the
consumers towards malls. In the given chart maximum respondent i.e. 40% said
that it is very important to them. So, mall changes a typical buyer to a shopper.
Graph: 4.5 Window shopping

Window shopping
14

No. of Respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table: 4.5 Grid and consumer responses towards Window shopping

Grid

Window shopping

Not Important

Less Important

Important

11

Very Important

12

Page | 34

4.6 Good Packaging

Fascinating and strong packages makes the consumer attract towards the
products. Although it doesnt affect the selling to a great extent but makes the
customer happy after purchase. Packaging may make the customer loyal
because it adds the value to some extent.
Here 39% said that this is important. 24 % of the respondents said that its very
important.
Graph:4.6 Good Packaging

Good Packaging
No. of Respondent

14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.6 Grid and consumer responses towards Good Packaging

Grid

Good Packaging

Not Important

Less Important

Important
Very Important

13
8

Page | 35

4.7 Credit card Facility

In the modern era people are preferring card swapping rather than the cash
transactions. In the multi brand outlets swapping facility attracts people more. It
makes the customers easy to transact that much amount which is required.
The given chart shows the degree of importance of this facility. 40% customers
said that it is important, which is maximum. For 30 % of the customers it is
important.
Graph: 4.7 Credit card facility

Credit card facility

14

No. of Respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table: 4.7 Grid and consumer responses towards Credit card facility
Grid

Credit card facility

Not Important

Less Important

Important

Very Important

12

Page | 36

4.8 Schemes

Always there are new schemes available for sales promotion in the Malls. The
discounts and offers available in the malls are a major factor to influence the
customers to prefer the outlet.
51% of the respondents said that it is very important. Which shows to what
extent this factor is important.
Graph: 4.8 Schemes

Schemes
18
16
14

No. of Respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.8 Grid and consumer responses towards Schemes

Grid

Schemes

Not Important

Less Important

Important

Very Important

17

Page | 37

4.9 Time Pass

Many people visit to the nearby mall to pass their leisure time. Youth prefer to
go to the malls to pass their time. But from the analysis maximum people said
that this is not an important factor to go to the Mall. 39% people said that this is
not important which is maximum where as 24% said that is very important.
Graph: 4.9 Time pass

Time pass
14

No. of Respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.9 Grid and consumer responses towards Time Pass

Grid

Time pass

Not Important

13

Less Important

Important

Very Important

Page | 38

4.10 Price

Price is a major factor for the consumers for choosing the malls. Perception
towards the price at the malls is tested here which shows that 50% consumers
say that its important. Products are available at various prices in malls so that
many consumers get attracted to such outlets.
Graph: 4.10 Price

Price
16

No. of Respondent

14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.10 Grid and consumer responses towards Price

Grid

Price

Not Important

Less Important

Important
Very Important

15
7

Page | 39

4.11 Recommendation by friends/ relatives

Many people prefer to purchase goods from malls as they are recommended for
purchase goods from their friends and relatives. Near about 36% people
purchase goods from malls shops on recommendation by friends and relatives.
Graph: 4.11 Recommendation by friends/ relatives

Recommendations by friends/ Relatives

12

No. of Respondent

10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.11 Grid and consumer responses towards Recommendation by friends/

relatives

Recommendations by
Grid

friends

Not Important

Less Important

Important

11

Very Important

Page | 40

4.12 Former Experience

People give less important for former experience of purchase goods from malsl
as they are mainly attracted from many other things such as price, discount and
all that. Near about 43% people gives less important to former experience for
purchase from this type of outlets.
Graph: 4.12 Former Experience

Former Experience
14

No. of Respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.12 Grid and consumer responses towards Former experience

Grid

Former Experience

Not Important

Less Important

13

Important

Very Important

Page | 41

4.13 Specific Brand

As malls have many outlets means many the brands are available at one place.
Consumer can choose specific brand from all these brands available at mall and
for that he need not require to go to specific brand showroom or shop. A 50%
person out of 30 people gives very much important to this thing to save their
time, money.
Graph:4.13 Specific Brand

Specific Brand
16

No. of Respondent

14
12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.13 Grid and consumer responses towards Specific Brand

Grid

Specific Brand

Not Important

Less Important

Important

Very Important

15

Page | 42

4.14 Influencing by Advertising

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

to this type of promotion more people gets attract towards malls and also gets
strongly influencing due to advertising. A 36 % people give very much
importance to this attribute as they are mainly influencing by advertisement.
Graph: 4.14 Influencing by Advertising

Influencing by Advertising
14

No. of respondent

12
10
8
6
4
2
0
Not Important

Less Important

Important

Very Important

Table 4.14 Grid and consumer responses towards Influencing by Advertising

Grid

Influencing by Advertising

Not Important

Less Important

Important

Very Important

13

Page | 43

4.15 Combine effect of all influencing factor

Below table shows that preference of people towards various influencing factors
in according with specified Grid points such as not importance to very
importance.
Table: 4.15 Combine effect of all influencing factor

Not

Less

Influencing Factor

Importance

Important

Important

Very Important

Accessibility

17

Quality Comparison

19

Count of Variety

15

product

15

10

Window shopping

11

12

Good Packaging

13

Credit card facility

12

Schemes

17

Time pass

13

Price

15

Recommendations

11

Former Experience

13

Specific Brand

15

13

Availability of new

Influencing by
Advertising

Page | 44

Graph: 4.15 Not Important influencing factors against perception

No. of Respondent

Not Important factors

14
12
10
8
6
4
2
0

Influencing factor

Chart: 4.15 Not Important influencing factors against perception

Not Important

Availability of new
Quality Comparison
product
Influencing by
Count
of
Variety
2%
Accessibility
7%
Advertising
4%
0%
11%
Window shopping
4%
Specific Brand
6%
Good Packaging
6%
Former
Credit card facility
Experience
2%
11%
Schemes
6%
Recommendations
13%

Time pass
24%

Price
4%

Page | 45

Graph 4.16 Less Important

No. of respondent

Less Important
14
12
10
8
6
4
2
0

influencing factors

Chart 4.16 Less Important

Influencing by
Advertising
7%

Less Important
Accessibility
Quality Comparison
9%
4%

Specific Brand
5%

Count of Variety
6%
Availability of new
product
1%

Former
Experience
16%

Recommendations
10%

Window shopping
6%
Good Packaging
8%

Price
7%
Time pass
5%

Schemes
6%

Credit card facility

10%

Page | 46

Graph: 4.17 Important

No. of respondent

Important
20
18
16
14
12
10
8
6
4
2
0

influencing factor

Chart: 4.17 Important

Influencing by
Advertising
3%
Specific Brand
5%
Former Experience
5%

Important

Recommendations
8%

Price
10%
Time pass
3%
Schemes
3%
Credit card facility Good Packaging
6%
9%

Accessibility
12%
Quality
Comparison
13%
Count of Variety
5%

Availability of new
product
10%
Window shopping
8%

Page | 47

Graph 4.18 Very Important

No. of respondent

Very Important
18
16
14
12
10
8
6
4
2
0

Influencing factor

Chart: 4.18 Very Important

Influencing by
Advertising
9%

Very Important
Accessibility
4% Quality Comparison
5%

Specific
Brand
11%

Former Experience
3%
Recommendations
3%

Price
5%

Time pass
6%

Count of
Variety
11%

Availability of new
product
7%

Window
shopping
9%
Schemes
12%

Good Packaging
6%
Credit card facility
9%

Page | 48

Calculations
Standard

T Test Value

Null

Calculated Hypothesis

Influencing Factor

Mean

Deviation

Critical

Quality Comparison

3.1

0.6915

0.7505

0.05

Accepted

Count of variety

3.2

0.9613

0.4112

0.05

Accepted

Availability of new product

0.9643

0.8909

0.05

Accepted

Price

2.9

0.8449

0.6607

0.05

Accepted

Good Packaging

2.9

0.9371

0.5182

0.05

Accepted

Window Shopping

3.1

0.9229

0.6741

0.05

Accepted

Advertisements

2.8

1.2058

0.5481

0.05

Accepted

Accessibility

0.6687

0.8721

0.05

Accepted

Specific Brand

3.2

1.0199

0.5068

0.05

Accepted

Credit Card Facility

3.1

0.9072

0.7772

0.05

Accepted

Schemes

3.2

1.0635

0.4370

0.05

Accepted

Time-pass

2.3

1.2847

0.0136

0.05

Rejected

Recommendation

2.4

1.0034

0.0184

0.05

Rejected

Former Experince

2.3

0.9523

0.0051

0.05

Rejected

Page | 49

CHAPTER 5
CONCLUSION

Page | 50

CONCLUSION

This study concluded with some results comes out after analyzing of all first
hand data that collected by students.
Very important factor that influence the consumer behavior towards
Malls is the schemes available throughout the year for different brands.
The variety of products offered in the malls and the different brands
available at one location is also a very important factor that influences the
consumers.
Then second, the quality comparison is the important factor subsequent to
schemes that influence customer behavior towards malls.
Accessibility, Quality and Price can also be considered as important
factors influencing the consumers to go to malls for purchasing rather
than going to individual brand stores.
It was also found that going to mall only for time-pass was not important
for the people.
It was found that former experience and recommendation were not
important factors considering the customers.

SUGGESTIONS
The study concluded that variety of products, quality of products, schemes
offered are the most important factors affecting the consumers. So, it is
suggested to maintain the variety and quality of products offered by different
stores in the malls to keep the customers interested in visiting the malls for
purchasing.
Effective advertisements can also help to attract more customers towards malls.

Page | 51

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

customers consider a particular brand for purchasing and will often purchase
from the same brand. The customers perception towards different brands
should be taken into account while deciding the stores that are being placed in
the malls.
The malls should be planned very carefully so that it is accessible to large
population and appeals to them. People prefer shopping in malls when they are
easy to reach.

Page | 52

APPENDIX AND
BIBLIOGRAPHY

Page | 53

Questionnaire
FACTORS EFFECTING CONSUMER BEHAVIOR TOWARDS MALLS
(Tick whichever applicable)
GENERAL INFORMATION:
Name:

Age:

Gender:

Male

Female

Marital status:

Single

Married

Occupation:

Businessman

Service

House-Wife

Student

Satisfaction Level with Mall:

Not satisfied

Neutral

Satisfied

Very satisfied

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

Not Important

Less Important Important Very Important

Accessibility
Quality Comparison
Count of Variety
Availability of new product
Window shopping
Good Packaging
Credit card facility
Schemes
Time pass
Price
Recommendations
Former Experience
Specific Brand
Influencing by Advertising

Page | 54

Respondent Sheet

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

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

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

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

4
2
3
3
4
2
3
3
2
3
4
3
2
3
3
2
3
3
4
3
2
3
3
3
4
3
2
3
3
4

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

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

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

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

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

Former
Experience

Specific Brand

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

Recommendation

Accessibility

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

Timepass

Advertisements

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

Schemes
Credit Card
Facility

Window Shopping

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

Packaging

2
4
3
3
4
3
4
4
3
4
2
4
3
2
4
3
3
4
2
3
4
4
3
4
4
2
3
3
4
4

Price

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

New product

Marital Status
1
1
1
1
1
1
1
1
1
1
2
1
1
1
2
1
1
1
2
1
2
2
2
2
2
2
2
2
2
2

Variety

Gender
2
1
2
1
1
2
2
1
1
1
2
2
1
1
1
2
1
1
1
2
1
1
2
1
1
1
2
1
1
2

Quality

Age
1
1
1
1
1
1
1
1
1
1
2
2
2
2
2
2
2
2
2
2
3
3
3
3
3
3
3
3
3
3

Satisfaction level
Household
Income

Respondents
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
24
25
26
27
28
29
30

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

Page | 55

Coding
Age

Gender
Occupation

Household Income

Marital Status
Likert scale

Visit to mall

Below 15years
15-30years
30+ years
Male
Female
Businessman
Service
Housewife
Student
<10,000
10,000 to 15,000
15,000 to 20,000
20,000 +
Single
Married
Not Important
Less Important
Important
Very Important
Not satisfied
Neither satisfied nor
dissatisfied
Satisfied
Very Satisfied

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

Page | 56

BIBLIOGRAPHY

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

edition, Pearson Education, New Delhi

Consumer Behavior, 6th Edition, by Lean G.Sehiffman and

Leslic lazan Kanuk.

Consumer Behavior, 6th Edition, by Hawkins, Best ad Coney.

Brand Equity (Economic Times)

www.google.com

www.wikipedia.com

Echt.co.in

Page | 57