ATTITUDE

OF DELHI
SHOPPERS
TOWARDS
MALL
EXPERIENCE

ACKNOWLEDGEMENTS

ABSTRACT
Retailing is undergoing unprecedented change in
developing economies. Consumers are the major
beneficiaries of the retail boom.
Shopping malls have become an important part of the
economic and social fabric of India especially in metros
and big cities. Shopping malls (as business centers) in
India are in the mode of getting penetrated further into
smaller town and cities as customized smaller malls.
Most of the organized retailing in India has started
recently and is concentrating mainly in metropolitan
cities. The growth of Indian organized retail market is
mainly due to the change in the consumer behavior. This
change has come in the consumer due to the increased
income, changing life styles and pattern of demography
which are favourable.Now the consumer wants to shop at
a place where he can get food, entertainment and
shopping, all under one roof. This has given Indian
organized retail market a major boost. Shopping malls
are the hot shopping destinations in new life style.

OBJECTIVES

CONTENTS

INTRODUCTION
Retailing is the final step in the distribution of
merchandise - the last link in the Supply Chain connecting the bulk producers of commodities to the final
consumers. Retailing covers diverse products such as foot
apparels, consumer goods, financial services and leisure.
A retailer, typically, is someone who does not affect any
significant change in the product execs breaking the bulk.
He/ She are also the final stock point who makes
products or services available to the consumer whenever
required.
Hence, the value proposition a retailer offers to a
consumer is easy availabilities of the desired product in
the desired sizes at the desired times.
Organized retail is growing rapidly and we see the
emergence of large organized retail chains like Shoppers
Stop, Lifestyle, Big bazaar, Easy day, Reliance fresh etc.
All these retail stores (and variety of formats) are usually
seen under one roof to describe it better as a shopping
mall.

RESEARCH METHODS USED:

Research Methodology is a way to systematically solve
the research problem. It may be understood as a science
of studying how research is done scientifically. To do my
study I have adopted exploratory research design.

Research Design Exploratory

Data Source Primary & Secondary data
Research Instrument Questionnaire
Sample Plan Shopping Malls of Aligarh and Mathura
Sample Size 50 customers
Sampling Procedure Non Probability Sampling
Sampling Methodology Personal Survey

HYPOTHESIS

AGE GROUP
This table will show the percentage of people visiting
shopping malls in Delhi on the basis of their age group.
AGE
16-20
20-30
30-40
40-50
50 & above
TOTAL

TOTAL
10
15
10
8
7
50

PERCENTAGE
20%
20%
20%
16%
14%
100%

This table shows that Shopping Malls are mostly visited

by age group of 20-30 followed by 30-40 age groups, the
main reason being college students and families.
AGE GROUP
WINDOW SHOPPING; 16%
SHOPPING; 46%
ENTERTAINMENT; 38%

PURPOSE
The give table shows the purpose of going into shopping
malls
PURPOSE

TOTAL

PERCENTAGE

SHOPPING
ENTERTAINMENT
WINDOW SHOPPING

23
19
8

46%
38%
16%

TOTAL

50

100%

With this table, we found out that:

Mostly respondents go for shopping purposes in
shopping malls.
38% respondents go for having a fun in shopping malls.
Window Shopping is also one big factor of attraction
towards shopping malls.
PURPOSE

NO. OF PEOPLE

25
20
15
10
5
0

23

19

PURPOSE

VISITING FREQUENCY
This table shows how my people visit the mall at what time.
FREQUENCY

TOTAL
5
15
20
10
50

DAILY
WEEKLY
FORTNIGHTLY
MONTHLY

TOTAL

PERCENTAGE
10%
30%
40%
20%
100%

It is evident from the above table that:

Mostly respondents used to go fortnightly to shopping
malls.
30% respondents used to go weekly for various purposes
to shopping malls.
Only 10% people go daily at shopping malls, which is the
least.
VISITING FREQUENCY
20
15
10
NO. OF STUDENTS

5
0

15

20

VISITING FREQUENCY

10

PREFERENCE
AFFORDABI BRANDE
LITY
D ITEM
1st
preference
2nd
preference
3rd
preference
4th
preference
TOTAL

TREND
&
FASHIO
N

ALL
UNDER
ONE
ROOM

TOTAL

30

50

10

20

12

50

14

12

16

50

22

10

14

50

50

50

50

50

200

This table shows that:

According to respondents all less than one room concept
was the main motivator factor behind the success of
shopping mall.
Second preference choice was availability of branded Item.
And their last preference was affordability.

PREFERENCE
50
40
30
20
10
0

22
14
10
4

10
12
20
8

14
16
12
8

4
8
8
30

NO. OF PEOPLE

PREFERENCE

POSITIVES OF MALLS
There are various positives of malls which people like. But how
many people like what features is stated below.
POSITIVES
30
25
20
NO. OF PEOPLE

15
10
5
0

EXCELLENT
30 11 16 8

11GOOD
25 15 20

5AVERAGE
8 10 11

4 POOR
6 9 11

We can conclude from the above graph and table that:

Mostly respondents were highly satisfied with the parking
facility.
Respondents were agreeing that quality of service is up to
mark at shopping malls.
According to most of the respondents quality of the
products was good.
Respondents were satisfied for the money paid at shopping
malls.
PRICE SATISFACTION

This table shows how satisfied are people with the prices
at shopping malls.
PRICE
SATISFACTION

TOTAL

PERCENTAGE

YES
NO
TOTAL

30
20
50

60%
40%
100%

Through this table, we found out that:

60% respondents are satisfied with the pricing schemes at
shopping malls.
40% respondents were not satisfied with the pricing
schemes.

PRICE SATISFACTION

NO
20
YES
30

DRAWBACKS IN MALLS
With various characteristics, malls have drawbacks too.
DRAWBACKS
TOTAL
Expensive
6
Parking Facility
8
Weekend Rush
16
Others
20
TOTAL
50
It is clear from the above table that:

PERCENTAGE
12%
16%
32%
40%
100%

Weekend Rush was the main problem for a normal

customer.
16% respondents were not happy with the Parking Facility
at Shopping malls.

DRAWBACKS
20
15
10
NO. OF PEOPLE

16

20

DRAWBACKS

LOCATION EFFECTS
This table shows how many people are affected by a
factor like location.
LOCATION
EFFECTS
YES
NO
TOTAL

TOTAL

PERCENTAGE

35
15
50

75%
25%
100%

We find out from the above table that:

70% respondents said that location of shopping malls
affects Shopping mall.
30% respondents ignore the location problem.

LOCATION EFFECTS
NO
15
YES
35

EXPECTATION OF SERVICES
This table shows how many people receive expected
services from malls.
EXPECTATIONS FULFILLED

TOTAL

ALWAYS

18

SOMETIMES

NEVER

TOTAL

30

EXPECTATIONS FULFILLED
NEVER
3
SOMETIMES
9

ALWAYS
18

PRICE V/S QUALITY

It was found in the survey that when people think about
Shopping Mall they think about price or quality. Out of 30
customers, 20 customers have that they think about price while
10 customers said that they think about quality.

QUALITY V/S PRICE

QUALITY; 33%
PRICE; 67%

CONCLUSION
The only successful outlets are EATING OUTS and
RECREATION CENTRES in the malls.
Apparel stores have maximum females customers.
Maximum footfall is on weekends.
Brands and trends attract people toward malls.
Parking is the major problem on weekends.
Most of the Customers are targeted by almost all the
segments of the society with their USP being Price
benefit customer require all the stores in Prime Location.
Every Shopping Mall outlet have motivated and trained
sales force.
Customers like large variety of products are available
ranging from clothes, food items, electronic goods
etc.
Staffs are provided constant training for various
peculiarities of customer behaviour.
Consumers are interested to purchase those products which
has discount price.
Not much difference in the Layout of the floor designs in
the various branches.
They try to maintain a similarity to maintain comfort levels
of customers.
Habits of consumers are affected by Word of Mouth.

SUGGESTIONS
Convert your customers into publicity agents. Develop an
incentive for them to tell associates and friends about the
value of your products or services. An endorsement from
them is more effective than any amount of advertising-and
it is much cheaper.
Surprise your customers with unexpected value. If you sell
products, include an "unadvertised bonus" with every order.
If you sell services, get into the habit of doing something
extra for every customer or client without charging for it.
Reward them each time they refer someone who becomes a
customer. Your reward can be as simple as a credit toward
their next order from you.
Visual Merchandising: It is often seen that the people
come to the store to browse rather than buy.
Schemes: In store Promotions: The people visiting the store
should be encouraged to visit the store again and again. So
it is necessary to delight the shoppers with the shopping
experience. It has been observed in international shopping
malls that there are in-store promotions like lucky draws
for entrants surprise winners and so on at random.

REFERENCES