Research Project Report ON: Consumer Buying Behaviour and Brand Perception in Shopping Malls of India

RESEARCH PROJECT REPORT
ON
CONSUMER BUYING BEHAVIOUR AND BRAND
PERCEPTION IN SHOPPING MALLS OF INDIA
Submitted in partial fulfilment of the requirement

For the award of degree
Of
MASTER OF BUSINESS ADMINISTRATION

SESSION (2013-2015)
SUBMITTED BY:NAME :- LOKESH KHANNA
CLASS:-MBA 4rd SEM
ROLL NO.:-1321170009
RAKSHPAL BAHADUR MANAGEMENT INSTITUTE,

Greater Noida
(Affiliated to Uttar Pradesh Technical University, Lucknow)
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DECLARTION
I hereby declare that this Project Rreport entitled CONSUMER BUYING BEHAVIOUR
AND BRAND PERCEPTION IN SHOPPING MALLS OF INDIA is carried out under the
guidance of my faculty guide Mrs. Archana Raj and this report neither full not in part
has ever been submitted for Award University or any other degree of either this
University and all the data collected is by my own efforts and is purely authentic.
I hope this study will prove useful for academic as well as practical purpose.
LOKESH KHANNA
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ACKNOWLEDGEMENT
I Lokesh Khanna owe enoumous intellectual debt towards my faculty guide Mrs. Archana
Raj who has augmented my knowledge in the field of consumer behavior, helping me learn
about the process and giving me valuable insight into the subject.
I am obliged to her for being extremely patient, giving me sufficient time for discussions
and guidance at all stages through the course of this research. My increased spectrum of
knowledge in this field is the result of her constant supervision and direction that has helped me
to absorb relevant and high quality information.
I would like to thank her for her guidance and enriching my thoughts in this field from
different perspectives.
Last but not the least, I feel indebted to all those persons and organizations which have
provided information and helped me directly or indirectly in successful completion of this study.
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ABSTRACT
Malls, in particular, are contributing hugely to the development of organized retail. Malls are
coming up both within cities and at the outskirts vowing to create destinations that will attract
thousands of customers every day.
India is experiencing a mall boom. Shopping malls are set to one of the most visible faces of
the Indian retail scene in the next few years. According to estimates apart from the metropolitan
and
larger
cities,
as
many
as
100
new
malls
will
be
coming
up
by 2016
in the smaller cities as well. MGF DEVELOPMENTES LIMITED is a part of MGF Group.
MGF (Motor General Finance) is a very well known company in finance sector and now it is in
the shopping malls industry. In India Shopping Malls industry is upcoming industry in India.
Today in India Shopping Mall industry is worth 17000 Cr. Industry. In NCR (National Capital
Region) Gurgaon is the most favorite place for the shopping malls. M.G. (Meharuli Gurgaon)
Road is the place for all famous shopping malls in Gurgaon. In NCR DLF, MGF, JMD,
SAHARA, all big big players are in shopping mall industry. On M.G. Road Gurgaon, MGF
Group has two shopping malls in operation MGF Metropolitan Mall, MGF Plaza. Sahara Group
has its Sahara Mall and DLF Group has its City Centre.
The project involved the study of comparative analysis consumer buying behavior and brand
perception of consumers regarding shopping malls on M.G. Road and Metropolitan Mall as a
base. The methodology adopted to study the consumer buying behavior & brand perception of
consumer is through survey in shopping malls on M.G. Road. 745 consumers were surveyed.
The survey is done through the personal interviews by putting different set of structure
questionnaire to them.
Consumer purchasing power is the main factor, which determines their buying behavior and brand of shopping
malls. Shopping Malls are the places for the fun & entertainment, family outing, shopping and eatings. In shopping
Malls age factor is the most dominant factor in daily footfall. What I studied that in different shopping malls
different age group consumers come and they impact on the buying behavior.
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1. Metropolitan Mall: - In Metropolitan Mall consumers belong to age 20 25 and 25 -35

were in the maximum numbers. They either belong to students or services or they are
professionals. Consumers in this age group come to the shopping malls either in once in a week
or twice in a week. Their purposes to come to a shopping mall are just for fun and entertainment
(PVR Movies), eating, and shoppings. On average they used to spend Rs. 500- 2500 on their per
visit in Metropolitan Mall. As a consumer they spend the most on music and entertainment and
food and beverages. After this they spend on apparels and sportswear & footwear. In case of
girls in this age group they spend a large amount on gifts and beauty products. In this age group
the consumers like the metropolitan mall most. The most important think that we observed that
the annual house holds income of this category either their own or their parents between 2-5
lakhs and 5 10 lakhs. In Metropolitan Mall consumer are specially brand oriented. Consumers
in the age group between 25 35 were also in good numbers. The main different between the age
group of 20 25 and 25 35 was that consumers in the age group 25 35 they dont come just
come for the fun they were serious buyers of branded products. The brand images in their minds
of Metropolitan Mall were different different. A large group of this segment have image only of
PVR Gurgaon. Next they have image of Shoppers Stops, Mc Donalds, and Metropolitan Mall.
Consumers have the image of Metropolitan Mall is the best place for the entertainment and
eating because of good Food joints, restaurants. Most of the consumers of any age group were
very much impressed by the ambience and gentry of Metropolitan Mall. A common brand image
of Metropolitan Mall was that it is some costly for a big shopping.
2. Sahara Mall: - Consumers in Sahara Mall belong to 25 35 age and age 35 and above were
in the maximum numbers. In this age group consumer were either Homemakers or services, or
they were professionals. They come in either once in a week or twice in a month. In Sahara Mall
consumers were serious buyers and they either come for the family shopping or for the eating.
The annual holds income is between 2 5 lakhs common. Consumers spend Rs. Between 5002500 and more then Rs. 2500.Consumers in shopping mall and spend mostly on Households and
eating. Consumers in Sahara Mall are very much influenced by discount schemes. A large
segment comes for Sahara Mall only for the Pantaloon store. Consumers in Sahara Mall come
only for the BIG BAZZAR, HALDIRAM and PANTALOON. The brand image of Sahara Mall
in consumers is only Big Bazaar and Haldiram. Some have the image of Pantaloon. The common
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brand image of Sahara Mall is a mall for the middle class. Its a good place for eating and family
shopping.
3. MGF PLAZA: - MGF PLAZA is commonly visited by consumer in the age group of 25- 35
and age above then 35. Consumers in MGF Plaza are belonging to business, services and most of
them Home Makers. Consumers in MGF PLAZA are serious buyers. They come to the Mall once
in a month or twice in a month. They just come for the family shopping for the home furnishing
and electronic items like TV, Refrigerators etc. Consumers in MGF Plaza are mostly brand
oriented. Their common annual house holds income between 2-5 and 5- 10 lakhs. The brand
image that they have of MGF Plaza is a complete place for the home furnishing items. Arcus,
Samsung, Philps, LG and Electrolux brand in this mall. Most famous is the Arcus home
furnishings. MGF PLAZA is a place for the home furnishing items. This mall is totally different
from Metropolitan Mall and DLF City Centre.
Consumer who visits any shopping mall on M.G. Road almost comes to visit every shopping
mall. In study of shopping malls I found after analysis that Metropolitan Mall is the best place
for the fun & Entertainment, eating and branded shopping. Metropolitan Mall is not a place for
the middle class. Sahara Mall is good for the family shopping like households, apparels due to
Big Bazaar and Pantaloon and good for eating due to the Haldirams. Sahara Mall is the only one
mall on M.G. Road for the middle class. Regarding the MGF PLAZA, it is the place only for the
home furnishings and essential items for the family. It is the place both for the middle class and
higher class.
In my study consumers were taken for all age groups and all classes. In Metropolitan Mall
management should think about the indoor games like bowling, snooker for their good time pass
in mall. In Metropolitan Mall there should be a disco for the complete fun and entertainment. In
Sahara Mall, management should also think about to promote other stores except Big Bazaar.
Make it like a Shopping mall not like a Big Bazaar store. In MGF PLAZA there are basically
home furnishing items so make some plans for these serious customers who visit and purchase
from the mall.
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CONTENTS
Page No.
Introduction.
08
Literature Review
09
Objectives of Project
27
Research Methodology .
28
Limitations of the Project
32
Analysis ..
36
i)
Retailers
36
ii)
ii). Consumer buying behavior in Metropolitan Mall
40
iii). Consumer buying behavior in Sahara Mall
54
MmMMMMMallMallSahara..
iv). Consumer buying behavior in MGF Plaza
68
.....
v). Consumer Brand Perception Perception Design....
81
.
Research Findings .
88
.....
Conclusion
92
Recommendations.............................................
99
References ...
100
Annexure
101
i). questionnaire for consumers
102
.retailers.
Ii).questionnaire for retailers
105
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INTRODUCTION
Malls in India are a relatively new format for retailing. While this format may have existed in the
Western economies for several decades, in India this phenomenon could be estimated to be only
about fifteen odd years old.
One of the earliest large floor-area retailers in India, was "Shopper's Stop". However, the first of
the current format of the malls was the Crossroads mall in Mumbai, which was established by
the Piramals in period around 2000-01. Crossroads then had the highest rent per sq. meter of
establishment that the vendors had to bear. Due to the exorbitant rent, Crossroads initially had a
rough ride. Also, the mall format was new, and was a novelty for most Indian consumers. This
led several visitors to the mall, but never converted to actual purchases, since most were visiting
the place out of curiosity.
However, the situation had changed drastically now. Malls seem to be springing up across
several cities in India. Notable among these is Gurgaon, a upcoming city near Delhi.
Five Reasons why Indian Organized Retail is at the brink of Revolution:
Scalable and Profitable Retail Models are well established for most of the categories
Rapid Evolution of New-age Young Indian Consumers
Retail Space is no more a constraint for growth
Partnering among Brands, retailers, franchisees, investors and malls
India is on the radar of Global Retailers Suppliers
Looking Ahead
Many strong regional and national players emerging across formats and product categories. Most
of these players are now geared to expand far more rapidly than the initial years of starting up
Most have regained / improved profitability after going through their respective learning curves
A decade ago not a single mall
A year ago less than half a dozen
Today 70 malls
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2 years from now 300 malls
LITERATURE REVIEW
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 effect 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 require. 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.
In the developed countries, the retail industry has developed into a full-fledged industry where
more than three-fourths of the total retail trade is done by the organized sector. Huge retail chains
like Wal-Mart, Carr four Group, Sears, K-Mart, McDonalds, etc. have now replaced the
individual small stores. Large retail formats, with high quality ambiance and courteous, and welltrained sales staff are regular features of these retailers.
Top Ten Retailers Worldwide
Rank Retailer
1
Wall-Mart
Stores
No of stores owned
Inc.4178
2
3
4
(USA)
Carrefour Group (France) 8130
The Kroger Co. (USA)
3445
The Home Depot, Inc.1134
5
6
7
8
(USA)
Royal Ahold (Netherlands) 7150
Metro AG (Germany)
2169
Kmart Corporation (USA) 2105
Sears, Roebuck and Co. 2231
(USA)
Albertson's, Inc. (USA)
2512
Page 9
10
Target Corporation (USA) 1307
door-to-door solicitation and temporary displaying of merchandise (stalls). Broadly the organised
retail sector can be divided into two segments, In-Store Retailers, who operate fixed point-of-sale
locations, located and designed to attract a high volume of walk-in customers, and the non-store
retailers, who reach out to the customers at their homes or offices.
Apart from using the internet for communication (commonly called e-tailing), non-store retailers
did business by broadcasting of infomercials, broadcasting and publishing of direct-response
advertising publishing of traditional and electronic catalogues,
Major formats of In-Store Retailing have been listed in Table given below:
Format
Description
The Value Proposition
Branded
Exclusive
Stores
owned or franchised out by a for a given brand, Certified
showrooms
either Complete range available
manufacturer.
product quality.
Speciality
Focus on a specific consumer Greater
Stores
need, carry most of the brands consumer,

available.
choice
to
the
comparison
between brands possible
Department
Large stores having a wide One stop shop catering to
Stores
variety of products, organized varied consumer needs.

into different departments, such
as
clothing,
house
wares,
furniture, appliances, toys, etc.

Supermarkets Extremely large self-services One stop shop catering to
retail outlets.
varied consumer needs.
Discount
Stores offering discounts on the Low prices.
Stores
retail price through selling high

volumes
and
reaping
the
economies of scale.
Page 10
Hyper-mart
Larger than a Supermarket, Low prices, vast choice

sometimes with a warehouse available including services
appearance, generally located as cafeterias.
in quieter parts of the city
Convenience
Small
Stores
located
self-service
in
crowded
formats Convenient
location
and
urban extended operating hours.
areas.
Shopping
An enclosure having different Variety of shops available
Malls
formats of in-store retailers, all close to each other.

under one roof.
Retailing in India
The retail market size in India is estimated to be around $180 billion. Retailing provides jobs to
almost 15 percent of employable Indian adults and it is perhaps the largest contributor to India's
GDP.
But the flip side of the coin is that the average size of each of the retail outlets in India is only 50
square feet and though a large employer, the industry is very unorganized, fragmented and with a
rural bias.
Retail Industry in India
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Even though India has well over 5 million retail outlets of all sizes and styles (or non-
styles), the country sorely lacks anything that can resemble a retailing industry in the modern
sense of the term. This presents international retailing specialists with a great opportunity.
It was only in the year 2007 that the global management consultancy AT Kearney put a
figure to it: Rs. 400,000 crore (1 crore = 10 million) which increase to Rs. 800,000 crore by the
year 2011 an annual increase of 20 per cent.
Retailing in India is thoroughly unorganised. There is no supply chain management
perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs.

400,000 crore retail markets are UNORGANISED. In fact, only a Rs. 20,000 crore segment of
the market is organised.
As much as 96 per cent of the 5 million-plus outlets are smaller than 500 square feet in
area. This means that India per capita retailing space is about 2 square feet (compared to 16
square feet in the United States). India's per capita retailing space is thus the lowest in the
world (source: KSA Technopak (I) Pvt Ltd, the India operation of the US-based Kurt Salmon
Associates).
Just over 8 per cent of India's population is engaged in retailing (compared to 20 per
cent in the United States). There is no data on this sector's contribution to the GDP.
From a size of only Rs.20,000 crore, the ORGANISED retail industry grew to Rs.
160,000 crore by 2011. The TOTAL retail market, however, as indicated above have grown 20
per cent annually from Rs. 400,000 crore in 2007 to Rs. 800,000 crore by 2011 (source: survey
by AT Kearney)
Given the size, and the geographical, cultural and socio-economic diversity of India,
there is no role model for Indian suppliers and retailers to adapt or expand in the Indian
context.
The first challenge facing the organised retail industry in India is: competition from the
unorganised sector. Traditional retailing has established in India for some centuries. It is a low
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cost structure, mostly owner-operated, has negligible real estate and labour costs and little or no
taxes to pay. Consumer familiarity that runs from generation to generation is one big advantage
for the traditional retailing sector.
In contrast, players in the organised sector have big expenses to meet, and yet have to
keep prices low enough to be able to compete with the traditional sector. High costs for the
organised sector arises from: higher labour costs, social security to employees, high quality real
estate, much bigger premises, comfort facilities such as air-conditioning, back-up power supply,
taxes etc. Organised retailing also has to cope with the middle class psychology that the bigger
and brighter a sales outlet is, the more expensive it will be.
The above should not be seen as a gloomy foreboding from global retail operators.
International retail majors such as Benetton, Dairy Farm and Levis have already entered the
market. Lifestyles in India are changing and the concept of "value for money" is picking up.
India's first true shopping mall complete with food courts, recreation facilities and
large car parking space was inaugurated as lately as in 1999 in Mumbai. (This mall is called
"Crossroads").
Local companies and local-foreign joint ventures are expected to more advantageously
position than the purely foreign ones in the fledgling organised India's retailing industry.
These drawbacks present opportunity to international and/or professionally managed
Indian corporations to pioneer a modern retailing industry in India and benefit from it.
The prospects are very encouraging. The first steps towards sophisticated retailing are
being taken, and "Crossroads" is the best example of this awakening. More such malls have
been planned in the other big cities of India.
An FDI Confidence Index survey done by AT Kearney, retail industry is one of the
most attractive sectors for FDI (foreign direct investment) in India and foreign retail chains
would make an impact circa 2007.
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The Indian retail industry is unorganized

There are nearly twelve million retail outlets in India and the number is growing. Two thirds of
these stores are in rural location. The vast majority of the twelve million stores are small "father
and son" outlets. According to the "Retailing in India" report published by the PwC Global Retail
Intelligence Program, share of the unorganized sector is 98%.
The Indian retail industry is fragmented
Retail stores in India are mostly small individually owned businesses. The average size of an
outlet is 50 s.q. ft. and though India has the highest number of retail outlets per capita in the
world, the retail space per capita at 2 s.q. ft per person is amongst the lowest in the world.
The Indian retail industry has rural bias
Nearly two thirds of the stores are located in rural areas. The retail industry in rural India has
typically two forms: "Haats" and "melas". Haats are the weekly markets: they serve groups of
10-50 villages and sell day-to-day necessities. They are frequently used as replenishment point
for the small village retailer. Melas are larger in size and more sophisticated in terms of the
goods sold. Mela merchandise would include more complex manufactured products such as
televisions.
Even in urban areas, organised in India is restricted to the top few cities of the country as shown
in Table given below:
Cities
Top 6
2007
Next 4
Top 6 Next 4
2011
Evolution of Indian Retail Industry
Page 14
For Indian retailing, things started to change slowly in the 1980s, when India first began opening
its economy. Textiles sector (which companies like Bombay Dyeing, Raymond's, S Kumar's and
Grasim) was the first to see the emergence of retail chains. Later on, Titan, maker of premium
watches, successfully created an organized retailing concept in India by establishing a series of
elegant showrooms.
For long, these remained the only organized retailers, but the latter half of the 1990s saw a fresh
wave of entrants in the retailing business. This time around it was not the manufacturer looking
for an alternative sales channel. These were pure retailers with no serious plans of getting into
manufacturing. These entrants were in various fields, like - FoodWorld, Subhiksha and Nilgiris
in food and FMCG; Planet M and Music World in music; Crossword and Fountainhead in books.
As of the year ending 2011 the size of the Indian organized retail industry was estimated at
around Rs. 13,000 crore. The various segments that make up the organised retail industry along
with their size are in table given below.
Segment
Market Size (Rs. Crore)
Textiles and clothings
4050
Jewellery
2,000-2,500
Consumer Durables
1500
Footwear
1,300-7,500
Food and personal care
1000
Non-Store retail
900
Luggage, watches and tyre
500
Books and music
390
Retailing Formats in India

Some of the prevalent relating formats in India include:
Malls
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Most malls give floor space out to individual shops on lease, and these are enticed by the
economies resulting from the sharing of costs. India's largest shopping arcade Spencar Plaza
(600,000-sq-ft) in Chennai is an example. In malls like these, the combined brand pull of all
outlets is used to create a pull for the mall.
Branded Stores
Exclusive showrooms run by premium brands have been the catalysts in pushing up the Indian
retail scenario. This concept is now being used to introduce organized retailing to the second
rung towns. Madura Garments has started setting up exclusive outlets in cities like Trichy and
Thanjavur.
Departmental Stores
Departmental Stores are expected to take over the apparel business from exclusive brand
showrooms. Among these, the biggest success is K Raheja's Shoppers Stop, which started in
Mumbai and now has more than seven large stores (over 30,000 sq. ft) across India and even has
its own in store brand for clothes called Stop!.
Speciality Stores
Chains such as the Bangalore based Kids Kemp, the Mumbai books retailer Crossword, RPG's
Music World and the Times Group's music chain Planet M, are focusing on specific market
segments and have established themselves strongly in their sectors.
Absence of discounting as a dominant format of retailing in India is a glaring peculiarity. The
reasons are two-fold. Unlike most Western countries, Indian retailers have much less bargaining
power. They thrive as small store and don't have the clout to negotiate terms with the
manufacturers. The other reason is that the retailers themselves have no economies of scale to
offer discounts on their own. However, the scenario is now changing. Increased investments and
the entry of big business houses in retailing is leading to the emergence of bigger retailers, who
Page 16
can both bargain with the suppliers, as well as, reap economies of scale. Hence, discounting is
becoming an accepted practice.
Trends in Retailing
Retailing in India is at a nascent stage of is evolution, but within a small period of time certain
trends are clearly emerging which are in line with the global experiences. Organised retailing is
witnessing a wave of players entering the industry. These players are experimenting with various
retail formats. Yet, Indian retailing has still not been able to come up with many successful
formats that can be scaled up and applied across India. Some of the notable exceptions have been
garment retailers like Madura Garments & Raymonds who was scaled their exclusive showroom
format across the country.
Experimentation with formats

Retailing in India is still evolving and the sector is witnessing a series of experiments across the
country with new formats being tested out; the old ones tweaked around or just discarded. Some
of these are listed in Table below.
Retailer
Current
New Formats. Experimenting With
Format
Shoppers'
Department
Stop
Store
Ebony
Department
Quasi-mall, smaller outlets, adding
Store
food retail
Large
Corner shops
Crossword
Quasi-mall
Page 17
bookstore
Piramyd
Department
Quasi-mall, food retail
Store
Pantaloon
Own
brand Hypermarket
store
Subhiksha
Supermarket
Considering moving to self service
Vitan
Supermarket
Suburban discount store
Foodworld
Food
Hypermarket, Foodworld express
supermarket
Globus
Department
Small fashion stores
Store
Bombay
Aggregation of Kiranas
Bazaar
Efoodmart
Aggregation of Kiranas
Metro
Cash and carry
S Kumar's
Discount store
Retailers are also trying out smaller versions of their stores in an attempt to reach a maximum
number of consumers. Crossword bookstores is experimenting with Crossword Corner, to
increase reach and business from their stores. FoodWorld is experimenting with a format of onefourth the normal size called FoodWorld Express.
Store design
Irrespective of the format, the biggest challenge for organised retailing is to create an
environment that pulls in people and makes them spend more time shopping and also increases
the amount of impulse shopping. Research across the world shows that the chances of senses
dictating sales are as much as 10-15% for certain categories. This reason is good enough for
organised retailers to bring in professional designers while developing a new property. And, that
is why retail chains like MusicWorld, Baristal, Piramyd and Globus and laying major emphasis
& investing heavily in store design.
Page 18
MusicWorld spent three months in college campuses and metros studying the market and talking
to youngsters before starting work. The brand identity was created after extensive research: a
logo was designed and the look of the stores across the country was decided upon. Apart from
the visual impact, the functionality of the store design was also taken care of. Listening posts
have been created for people to listen to their favorite album and an area in the center of the
stores has been earmarked for celebrity visits and promotions.
Emergence of discount stores
What does Subhiksha In Chennai, Margin Free in Kerala and recent entrants like Bombay Bazaar
in Mumbai, RPG's - Giant in Hyderabad, Big Bazaar in Kolkata, Hyedrabad and Bangalore have
in common? Their products are below MRP.
Discount stores have finally arrived in India and they are expected to spearhead the revolution in
organisation retailing. Though this segment is growing, it is small compared to international
standards where around 60 per cent of the business comes from this format. Internationally, the
largest retailer in the world Wal-Mart is a discounter. These discount stores have advantages of
price, assortment dominance and quality assurance and have the ability to quickly build scale and
pass on the benefits. However, the success would be for retailers who are able to build the scale
fast and manage their operations efficiently while offering value to the customer consistently.
Unorganized retailing is getting organized
To meet the challenges of organized retailing that is luring customers away from the unorganized
sector, the unorganized sector is getting organized. 25 stores in Delhi under the banner of
Provision mart are joining hands to combine monthly buying. Bombay Bazaar and Efoodmart
have also been formed which are aggregations of Kiranas.
In a novel move, six Delhi based restaurants have come together and formed a consortium: NFC,
to promote New Friends Colony, a posh locality in the Capital, as a branded place in town. The
aim is to increase footballs in the area, which is fast losing its sheen to its closest and upcoming
destinations such as large cineplexes, and malls, which are backed by the corporate house such as
'Ansals' and 'PVR'.
Page 19
Not all stories are a success

A lot of activity is happening in retail and though we do have may success stories, not all
ventures have been successful. Shoppers' Stop, for example, implemented JD Edwards ERP, but
could not reap much bssenefit due to less than optimal number of operating locations. A few
references of other such less successful ventures is given below:
Franchising, as a way to grow has not worked out well for Vitan, the second oldest food
supermarket. More than two third of its 19 odds outlets have either folded up or snapped
up ties with the parent.
The foray of organized retailing in the small towns of India has met with limited success.
The notable example being Shoppers' Stop foray in Jaipur. The retailers are now focusing
their energies on the top six cities.
India's oldest food supermarket chain, the Bangalore based Nigliris has been up for sale
for a few months now but yet to find takers.
In Delhi, the Escorts group-promoted Nanz, a food supermarket has shut down after
being unable to find a white knight.
Source: Pwc Analysis

These failures and limited successes have happened both due to a lack of experience and
understanding of issues.
Vision 2010
The past 2-3 years have seen a number of development in the retailing business in India. The
entry of corporate houses like RPG, Tatas and Piramals have increased the capital availability in
the market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes in
Page 20
dealing with the manufacturers. Despite a slowdown in the economy, customer queues at the
stores are not decreasing. Retail sector is bound to grow in the coming years. But how much and
in what direction are the questions that need to be evaluated.
Various agencies have made different estimates of the size of organized market in 2010. The one
thing in common amongst these estimates is that the Indian organized retailing industry will be
very big in 2010. The status of the industry will depend a lot on external factors like Government
regulations and real estate prices, besides activities of the retailers and demands of the customers.
Based on our analysis of present trends, and development of retailing elsewhere, we present our
perspectives and snapshots of organized retailing, as it would exit in 2010.
Demographics
In the next 10 years, India population is expected to grow by about 14 per cent. But this increase
will not be even. Important trends tha will effect retailers are lised below.
The number of children (0-15 years) will remain stable at 30 million: This will mean a lesser
growth for toys, games and some apparel segments.But given the current nascent stage of the
growth,
these
sectors
will
still
offer
high
grwoth
rates.
The number of people in 40-60 years of age will go up by 30%: Sales of cosmetics, skin care,
hair dyes, and other youth inducing products will rise. More consumer resources would be spent
on retirement planning and saving for retirement. Home improvement and financial services
firms would benefit from this trend.
The number of households will increase by 25%: This would lead to a higher growth in the
household-decor items vis-a-vis personal items as apparel and fashion accessories.
Regional differences will stay
Page 21
Although a few player will be able to form pan-Indian retail supply chains, the retail market is
unlikely to be a single entity. For example, food retailing in Chennai, Kolkata and Chandigarh is
vastly different in terms of shopping habits and consumer tastes. Many such differences will
remain.
Though a few national retail chains will develp, they would have to coexist with strong regional
players, whow would excel in thir understanding of the customers and strong barnd names. The
national players would primarily be is sectors like Apparel, Fashion, Food and Cmusic.
Importance of local supplies for grocery sector would ensure the regional chains would reign
supreme in these sectors. The key to success for national players will to maintain the efficiencies
that come from their large-scale operations while retaining the ability and the flexibility to salisfy
different needs of different consumers.
However, organised retailing, in some cases, will change and harmonise consumer habits,
purchasing patterns and consumer behavior. McDonalds and Barista have already been
successful in doing this.
Today, internationally all top-retailers (except Kart and Aldi) operat 3-4different formats, with
companies like Metro AG operating 13 formats. This diversity of formats allows the company to
utilise its brand value across different segments and categories of customers.
Signs of such a development are visible in India as well. A movement towards Class-I cities
necessitates modification of operating format5s to suit different needs. By 2010, top retailers
would
be
operating
at
least
3-4
formats.
Page 22
The biggest challenge that the retailers will have to face would be of maintaining different brand
images, and though clashing images would be formed, a few retailers would be able to use Brand
Extensions to estblish different images in different cities.
Dual focus on costs and time
With more dual income families consumer ability to spend will increase, but the time available
for shopping will go down. Customers will become more demanding in terms of rapid and
friendly service. Retailers would develop shopping as an entertaining experience, but the more
successful ones will be the ones who provide faster service.
On the other hand, increasing competition would push the prices down. Efficiencies in supply
chain and economies of scale would allow retailers to reduce their prices without compromising
either on the shopping experience or on their own profitability.
24 hours retailing
Time stressed consumers will also ask for round the clock retailing. As these consumers will be
ready to pay a premium for service at odd hours, the timings of shopping will have to adapt to
needs of these consumers. A number of 24 hours retail stores would emerge to cater to this need.
The assumption here is that the current administrative restrictions on running shops at nights will
be lifted. It is expected that in the face of increasing demand from both the consumers and the
industry fora, regulations regarding retailing will be eased.
Small retailer will coexist
Page 23
Within a decade, large organised retailers would be controlling a substantial portion of the retail
trade. Yet, it is not to say that small, independent and unorganised retailers will disppear in large
numbers. They will survive on their core strengths of personal relations with customers and
closeness to residences. The experiences of South East Asian countries has been that even after
10 to 15 years of allowing FDI in retailing, unrganised retailers still control a sizeable chunk of
the retailing market. The Indian experience in retailing is expected to be no different.
However, to compete with the big retailers on price, small retailers will form cooperatives for
purchasing, just as the once in France, spain and Italy have already done. This trend has also
started in Delhi, and is only expected to nicrease.
Supply chain dynamics
The balance of power between retailers and manufacturers will shift towards the retailers. The
bigger retailers would be able to seek the lowest prices, require their suppliers to assume greater
business risks, and colloborate with suppliers to achieve overall cost reduction in their
operations.
Scale economics would help in operating optimized supply chains and logistics network with
investments in information technology enabling process effeciencies and effectiveness. Increased
volumes would enable investments in specialised equipment for transportation of goods.
Retailers with large chains would negotiate and get central procurement but local dispatches
from their suppliers.
Internet
Internet retailing will thrive in the coming decade. It may not be apparent now because internet
access is far behind the US and west, and high usage charges represent a serious impediment to
frequent consumer usage. The Government has already shown intent to deregulate the
telecommunications sector. Deregulation would increase Internet usage in the country and also
the trading on the net.
Page 24
However, it is expected that the bricks and mortar stores converting to clicks and mortar model
would dominate the Internet sector. ?This is because of their already existing brand names and
economies of operations that they would be able to reap.
Organised versus Unorganised Retailing
In a sharp contrast to the retail sector in developed economies, retailing in India - though large in
terms of size - is highly fragmented and unorganised. With close to 12 million retail outlets the
country has one of the highest retail densities worldwide.
Retailers include street vendors, supermarkets, department stores, restaurants, hotels and even
two-wheeler and car showrooms.
Counter stores, kiosks, street markets and vendors, where the ownership and management rest
with one person, are classified as traditional or unorganised retail outlets.
These formats typically require employees with low skills and account for around two-thirds of
the sector's output. These are highly competitive outlets, with minimal rental costs (unregistered
kiosks or traditional property), cheap labour (work is shared by family members) and negligible
overheads and taxes.
However, unorganised retailers suffer due to poor shopping experience and inability to offer a
wide range of products and value-addition due to lack of sourcing capabilities.
The modern Indian consumer is seeking more value in terms of improved availability and
quality, pleasant shopping environment, financing options, trial rooms for clothing products,
Page 25
return and exchange policies and competitive prices. This has created a rapidly growing
opportunity for organised, modern retail formats to emerge in recent years and grow at a fast
pace.
Inefficiency in the existing supply chains presents further opportunity for organised players to
draw on this large market even as lack of consumer culture and low purchasing power restricted
the development of modern formats. Migration from unorganised to organised retail has been
visible with economic development in most countries.
OBJECTIVES OF THE PROJECT

The first step in any Marketing Research calls for the researcher to define the project scope and
then define problem carefully and formulate the research Objectives. An oldage says, A
problem well defined is half solved.
To study the Consumer Buying Behavior and Brand Perception of Consumers in Shopping
Malls on M.G.Road, research was conducted on following objectives. : -
1.
Find out the different types of buying behavior of consumers in different shopping malls
on M.G.Road.
2. To study which type of consumers visit the different shopping malls.

3. Purpose to come to shopping malls.
4. What the consumer think about the particular shopping mall as a brand in shopping malls.
5. How consumers motivate to visit any shopping mall?
Page 26
6. In shopping malls on which sector they spend the most.

7. How Shopping malls are different from each other regarding the types of consumers and
their buying behavior.
8. Analysis of buying behavior pattern and brand perception.
And based on above findings, Recommendations on followings: 1. How to increase the conversion ratio of footfalls to buying in shopping mall?
2. How to increase the footfalls in shopping malls?
3. For what type of consumers, Shopping Mall should make its plans.
RESEARCH METHODOLOGY
Research Plan is not specific for all types of research; it is decided depending upon the nature of
the problem. It can be Exploratory, Descriptive or Causal
Exploratory means to gather data to shed light on the real nature of the problem and suggest
possible solutions or new ideas.
Descriptive It seeks to ascertain magnititide.
Causal- It is study of cause and effect relationship.
To study the consumer buying behavior and brand perception of consumers in shopping malls is
descriptive research.
Designing a research plan calls for decisions on the 1. Data sources,
Page 27
2. Research approaches,
3. Research Instruments,
4. Sampling plan, and
5. Contact methods.
DATA SOURCES: The research involved gathering Secondary data as well as Primary data. For the purpose survey
was conducted by me to collect the data
CONSUMER SURVEY
PRIMARY DATA
Customer survey was conducted to gather initial data from the market. Here, the main emphasis
was given on the consumers because they are the ones on which I have to do my project.
Consumers decide the brand of any shopping mall and they are different to each other on various
aspects.
Consumer survey was done to know their purchasing behaviour in different shopping malls on
M.G.Road. They are the one who constitute the market and the target of the business. In
Shopping Malls Industry, until and unless we have the knowledge of consumer buying behavior
and where they spend the most and what they think, about the mall cannot increase the footfall
and conversition ratio. Hence a consumer survey was done to know their wants, purchasing
power, and buying habits to know their brand perception and buying behavior in shopping malls.
Page 28
SECONDARY DATA: Secondary data regarding foot falls in shopping mall, buying pattern and other related was
collected from the internet and mall management itself.
RESEARCH APPROACH: Primary data can be collected in four ways
1. Observational research
2. Focus group research
3. Survey research
4. Experimenntal research
Survey research - Survey research is best suited for my purpose i.e. for the Descripted
Research. Survey of consumers this mode helped me to know consumers, their preferences and
brand perception.
RESEARCH INSTRUMENT: In marketing research, the main research instrument used in collecting primary data is the
Questionnaire. For this research, two different set of questionnaire were structured one for the
consumer buying behavior and the other for the consumer brand perception. Both the
questionnaire was open ended i.e. allowed them to response in their own words.
Consumer Survey
Open Ended questionnaire was put to them. It had a set of option and the respondent made a
choice among them.
For detail of Questionnaire, See AnnexureSAMPLE PLAN
The Sample Plan calls for three decision:
Sampling Unit,
Sample Size,
Page 29
Sampling Procedure.
CONSUMER SURVEY: Sample Unit: Consumers

Sample Size:
1. MGF Metropolitan Mall 265
2. Sahara Mall 265
3. MGF Plaza 215
Total 745
Sample Procedure: Nonprobability Convenience Sample was adopted i.e. the most
accessible members of the population. Random selection of consumers.
RETAILER SURVEY:Sample unit: - retailers

Sample size:-50
Contact Method
The best-suited method for this kind of survey is Personal Interview. Through this method of
conducting research more questions can be asked and it helps in collecting additional
information, which may be useful for the company.
Page 30
LIMITATIONS OF PROJECT
1. Only a small population of the consumers were studied, which may not be enough to
throw correct picture.
2. The consumers were very reluctant to answer the question and the response may be
biased.
3. The answers given by the consumers wer
4. e too vague to deduct exact figures.

5. The DLF City Centre was not studied due to the permission problem.
Page 31
MGF GROUP
The Motor and General Finance Ltd. is one of India's oldest financial companies, and today
among the acknowledged leaders in the industry. We provide here an outline of the group's wideranging development financing and fund management experience, and the scope of our
operations today. The motor and General Finance has now become the MGF Group, with
companies involved in Hire Purchase and leasing, construction and real estate development and
automotive dealerships.
Following are the companies within the MGF Fold:
1.MGF Developments Ltd.
8. The Motor and General Finance Ltd.
2.MGF Motors Pvt. Ltd.

3.MGF Automobiles Pvt. Ltd.
4. Capital Vehicle Sales Pvt. Ltd.
5. Compact Motors Ltd.
9.MGF (INDIA) Ltd.

10. India Lease Developments Ltd.
11.Jaybharat Credit Ltd.
12.Goodwill India Ltd.
Page 32
6. Kerala Cars Pvt. Ltd.

7.Omega Motors Pvt. Ltd.
13 MGF Services Ltd.
Stretching hands across the globe, MGF became the first Indian finance company to set up a
joint venture called the India Lease Development Ltd. (ILD), with the International Finance
Corporation, the World Bank subsidiary, in Washington D.C.
MGF has actively considered an entry into the insurance business and in the current budget the
Government of India has opened the insurance sector to private participation. MGF is seeking
tie-ups to develop joint ventures dedicated to the conduct of automotive, casualty and property
insurance business in India.
Proud Association
Acknowledged as the leaders in private finance, MGF Limited is one of the respected members
of the Asian Leasing Association. It is also among the Founder Member of the Federation of
Indian Hire Purchase and Equipment Leasing Association of India.
Page 33
Above all, MGF takes special pride in its close association with millions of satisfied customers in
every nook and corner of the country.
ANALYSIS
DATA ANALYSIS PREPARATION
RETAILERS
Do you agree that there is trend towards organised retail in India?
Page 34
50
50
40
30
20
10
0
0
YES
NO
Do you think large organized retailers would be controlling a substantial portion of the retail trade?
50
50
40
30
20
10
0
0
YES
NO
Page 35
How do you perceive the development of Shopping malls in Delhi and NCR Region?
45
45
40
35
30
25
20
15
10
5
0
5
Healthy Trend
Unhealthy Trend
What according to you is the purpose of the customers visit to the Shopping Malls?
45
50
50
45
38
40
42
40
30
20
10
12
10
0
Yes
Food and Beverages

Life style products
Choosing gifts
No
Music and Entertainm ent

Latest Fashion and Clothing
Consum er Durable
Page 36
What according to you are the reasons for buying at that particular shopping mall (Please
rank them in order of preference?)
5
5
4
3
4
3
2
2
Nearness to house/locality
Friendly shopkeeper/ good relations
Good bargain
Good range available

Good ambience
Rank (1-6) the following factors, which influence the customer purchase decision at a shopping
mall.
6
6
5
4
3
2
0
Price
Brand
Location of Mall
Parking At Outlet/Mall
Appealing Ambience
3-D Column 6
Page 37
Do shopping malls have the following advantages?

50
48
50
45
39
40
35
50
32
32
30
25
18
20
18
15
11
10
2
0
Yes
No
Tim e Factor
Discount schemes
Adequate parking space
Individual sections for all categories
Good shopping experience in better place w ith convenience and variety.
Organized shops w ith international ambience &air condition all-around.
Do you think India has a potential in the Retail industry?
50
50
40
30
20
10
0
0
YES
NO
Page 38
Do you think that organized retail will provide many opportunities both to existing players as well as new entrants?
50
50
40
30
20
10
0
0
YES
NO
Do you think India is prepared for open competition?
50
50
40
30
20
10
0
0
YES
NO
Page 39
CONSUMER BUYING BEHAVIOUR IN

METROPOLITIAN MALL
1. Age group in Metropolitan mall.
Below 20 yrs.
20-25 yrs.
25-35 yrs.
35 yrs.& above
50
90
90
35
age group in metropolitan mall

35
50
90
90
Below 20 yrs.
20-25 yrs.
25-35 yrs.
35 yrs.& above
Page 40
2. Category of consumers in the age group of below 20 years
HOME
STUDENT
35
BUSINESS PROFESSION
0
0
SERVICES
15
MAKER
0
0%
30%
STUDENT
BUSINESS
PROFESSSION
SERVICES
0%
0%
70%
HOMEMAKERS
Page 41
3. Frequency of visit to the mall of age group below 20 yrs.
Everyday
5
Once in a week
35
10%
Twice in a week
5
Any other
5
10%
10%
Everyday
Once in a week
Twice in a week
Any other
70%
4. Purpose to come to shopping mall of age group below 20yrs.
Fun & Entertainment
Family Outing
Shopping
Eatings
40
Page 42
6. Annual Household Income in the age group below 20 yrs.
Below Rs.2Lakhs
Rs.2-5Lakhs
Rs. 5-10Lakhs
Rs. 10Lakhs & Above
40
10% 0% 10%
Below Rs.2Lakhs
Rs.2-5Lakhs
Rs. 5-10Lakhs
Rs. 10Lakhs & Above
80%
7. Spend per visit in shopping mall in the age group below 20 yrs.
Up to Rs. 200
5
Rs.200-500
30
Rs.500-2500
15
Rs.2500 & Above

0
Page 43
8. Sectors on which they spend the most below 20yrs. Consumers.
Apparels
5
Food &
Beauty
Music &
Gifts &
Beverages
5
Products
0
Entertainment
40
Watches
0
Sportswear
0
9. Favorite shopping mall on M.G.Road.

Metropolitan Mall
Sahara Mall
MGF Plaza
Page 44
45
9. Category of consumers of age group 20 25 yrs.

Student
30
Business
5
22%
Professional
35
Services
20
Homemaker
0
0%
33%
Student
Business
Professional
Services
6%
39%
Homemaker
10. How often they come to shopping mall.

Everyday
10
Once in a week
60
Twice in a week
15
Any other
5
Page 45
17%
6%
11%
Everyday
Once in a week
Twice in a week
Any other
66%
11. Purpose to come to shopping mall.

Fun &
Shopping
10
Entertainment
50
Eating
30
Family Outing
0
12. Annual households income.

Page 46
Below 2 lakhs
15
6%
2- 5 lakhs
65
5 - 10 lakhs
5
6%
17%
Rs. 10 lakhs & above

5
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
71%
13. Spend per visit in shopping mall.

Up to Rs.200
5
Rs.200-500
60
6%
Rs.500-2500
20
Rs.2500 & Above

5
6%
22%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
66%
Page 47
14. Categories on which they spend the most.

Music &
Apparels Food & Beverages
5
15
Entertainment
60
Gifts &
Sportswear
5
Watches
5
15.Favourite shopping mall on M.G.Road.

Metropolitan Mall
70
11%
Sahara Mall
10
MGF Plaza
10
11%
Metropolitan Mall
Sahara Mall
MGF Plaza
78%
16.Category Of the consumers of age group between 25 35 yrs.
Page 48
Student
0
Business
10
Professional
35
17%
Services
30
Homemaker
15
0% 11%
Student
Business
Professional
Services
39%
33%
Homemaker
Everyday
0
Once in a week
70
17%
Twice in a week
5
Other
15
0%
Everyday
6%
Once in a week
Twice in a week
77%
Other
Page 49
18. Annual households income.

Below 2 lakhs
10
2- 5 lakhs
55
5 - 10 lakhs
15

10

Up to Rs.200
0
Rs.200-500
40
Rs.500-2500
45
Rs.2500 & Above

5
Page 50
6%
0%
44%
50%
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
20. Favorite shopping mall on M.G.Road.

Metropolitan Mall
75
Sahara Mall
10
MGF Plaza
5
Page 51
6%
11%
Metropolitan Mall
Sahara Mall
MGF Plaza
83%
21. Category of consumers of age group 35 and above.

Student
0
Business
5
14%
Professional
5
0%
Services
20
Homemaker
5
14%
14%
Student
Business
Professional
Services
Homemaker
58%

Everyday
0
Once in a week
5
Twice in a week
0
Other
30
Page 52
0%
14%
0%
Everyday
Once in a week
Twice in a week
Other
86%
23. Purpose to come to shopping mall.

Shopping
20
Fun & Entertainment

30
Eating
25
Family Outing
15
Purpose to come to shopping Mall
15
20
Shopping
Fun &
Entertainment
Eating
Family Outing
25
30
24. Annual household income.

Below 2 lakhs
0
2- 5 lakhs
25
5 - 10 lakhs
10

0
Page 53
0%
0%
29%
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
71%
Rs.500-2500
10
Rs.2500 & Above

5

Up to Rs.200
5
Rs.200-500
15
14%
14%
Up to Rs.200
Rs.200-500
Rs.500-2500
29%
43%
Rs.2500 & Above
26. Favourite shopping mall on M.G.Road.

Metropolitan Mall
10
Sahara Mall
15
MGF Plaza
10
Page 54
29%
29%
Metropolitan Mall
Sahara Mall
MGF Plaza
42%
Consumer Buying Behavior in Sahara Mall

1. Age group of consumers in Sahara Mall.
Page 55
Below 20 yrs.
20
20-25 yrs.
35
25-35 yrs.
85
35 yrs.& above
125
age group
8%
13%
Below 20 yrs.
47%
20-25 yrs.
25-35 yrs.
35 yrs.& above
32%
2. Category of consumers in Sahara Mall.

Student
15
Business
25
Professional Services
50
50
Homemaker
125
Category of consumers
6%
9%
47%
19%
19%
Student
Business
Professional
Services
Homemaker
3. How often Homemaker visit the Sahara mall.
Everyday
Once in a week
Twice in a week
Other
Page 56
35
15
75
0%
28%
Everyday
Once in a week
Twice in a week
60%
12%
Other
4. Homemakers annual Households Income.
Below 2 lakhs
15
2- 5 lakhs
75
8%
5 - 10 lakhs
25
12%
20%
60%

10
Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
5. How much homemakers spend in Sahara Mall.

Up to Rs.200
10
Rs.200-500
15
Rs.500-2500
75
Rs.2500 & Above

25
Page 57
Category of consumers
10
25
15
Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
75
6. On which sector households spend the most.
Apparels
25
Food & Beverages

10
Households
90
Sportswear
0
7. What attracts them to come to shopping mall?

Branded
Discount Schemes
Ambience &
Entertainment
Page 58
Shops
10
Facilities
15
100
8. Favourite shopping mall of homemakers on M.G. road.

Metropolitan Mall
15
Sahara Mall
85
MGF Plaza
25
9. How often Consumers (Services) visit the Sahara mall.

Everyday
Once in a week
Twice in a week
Other
Page 59
35
10
10. How much service consumers spend in Sahara Mall.

Up to Rs.200
0
Rs.200-500
15
10%
0%
Rs.500-2500
30
Rs.2500 & Above

5
Up to Rs.200
30%
Rs.200-500
Rs.500-2500
Rs.2500 & Above
60%
11. On which sector service consumers spend the most.
Page 60
Apparels
5
Food & Beverages

5
Households
40
12. Favourite shopping mall on M.G.Road of Service Consumers.

Metropolitan
Mall
35
Sahara Mall
10
MGF Plaza
5
Favourite shopping mall

9%
27%
Metropolitan Mall
Sahara Mall
64%
MGF Plaza
13. On which sector professional consumers spend the most.

Page 61
Apparels
10
Food & Beverages

5
Households
35
14. How much professionals spend in Sahara Mall.

Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
0
15
30
5
10%
0%
Up to Rs.200
30%
Rs.200-500
Rs.500-2500
Rs.2500 & Above
60%
Page 62
15. Annual household income of professionals.

Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
0
35
15

0
16. How often professionals visit Sahara Mall.

Everyday
Once in a week
Twice in a week
0
5
5
Other
40
Page 63
17. Favourite shopping mall on M.G.Road of Professionals.

Metropolitan Mall
35
Sahara Mall
10
MGF Plaza
5
Favourite shopping mall

5
10
35
Metropolitan Mall
Sahara Mall
MGF Plaza
18. On which sector Business class consumers spend the most.

Apparels Food & Beverages
Households
10
5
10
Page 64
19.
How often they come (Business Class) come to shopping
mall.
Everyday
Once in a week
Twice in a week
Other
0
5
0
20
20. Annual household income of Business Class consumers.

Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
0
10
15
0
Page 65
21. How much business class consumers spend in Sahara Mall.

Up to Rs.200
Rs.200-500
Rs.500-2500
Rs.2500 & Above
0
0
20
5
22. Favourite shopping mall on M.G.Road of Business class Consumers.

Metropolitan Mall
15
Sahara Mall
5
MGF Plaza
5
Page 66
23. How often students visit the Sahara Mall.

Everyday
Once in a week
Twice in a week
0
0
0
24. How much student consumers spend in Sahara Mall.

Up to Rs.200
Rs.200-500
Rs.500-2500
0
5
10
Other
15
Rs.2500 & Above

0
Page 67
25. Annual household income of student consumers.

Below 2 lakhs
2- 5 lakhs
5 10 lakhs
0
10
5

0
26. On which sector students consumers spend the most.

Apparels
10
Food & Beverages Households

5
0
Page 68
27. Student favourite shopping mall on M. G. Road.
Metropolitan Mall
15
Sahara Mall
0
MGF Plaza
0
Page 69
CONSUMER BUYING BEHAVIOR IN MGF PLAZA

1. Age group of consumers in MGF Plaza.
Below 20 yrs.
5
20-25 yrs.
10
25-35 yrs.
80
35 yrs.& above
120
Age Group
Below 20 yrs.
2% 5%
20-25 yrs.
25-35 yrs.
37%
56%
2. Category of consumers in MGF Plaza.

Student
Business
Professional
5
50
25
Services
20
35 & Above
Homemaker
115
Category
2%
23%
54%
12%
9%
Student
Business
Professional
Services
Homemaker
Page 70
3. How much Homemakers spend in the MGF Plaza.

Up to Rs.200
0
Rs.200-500
5
Rs.500-2500
25
Rs.2500 & Above

85
4. On which sector homemaker consumers spend the most.

Home furnishing
90
Electronic Items
25
Food & Beverages

0
Page 71
5. Annual household income of homemaker consumers.

Below 2 lakhs
0
2- 5 lakhs
50
5 - 10 lakhs
45

20
7
6. How often homemakers visit the shopping mall.
Everyday
0
Once in a week
15
Twice in a week
0
Other
100
Page 72
7. Homemakers favourite shopping mall on M. G. Road.
Metropolitan Mall
5
Sahara Mall
80
MGF Plaza
20
8. How much Business class consumers spend in the MGF Plaza.

Up to Rs.200
0
Rs.200-500
0
Rs.500-2500
25
Rs.2500 & Above

25
Page 73
9. On which sector business class consumers spend the most.

Home furnishing
35
Electronic Items
15
Food & Beverages

0
10. Annual household income of business class consumers.

Below 2 lakhs
0
2- 5 lakhs
25
5 - 10 lakhs
15

10
Page 74
11. How often business class consumers visit the mall.

Everyday
0
Once in a week
5
Twice in a week
0
Other
45
12. Business class favourite shopping mall on M. G. Road.
Metropolitan Mall
25
Sahara Mall
15
MGF Plaza
10
Page 75
13. How much professionals consumers spend in the MGF Plaza.

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

5
14. How often professional consumers visit the mall.

Everyday
0
Once in a week
5
Twice in a week
0
Other
20
Page 76
15. Annual household income of professional consumers.

Below 2 lakhs
2- 5 lakhs
5 - 10 lakhs
0
20
5
0
16. On which sector professional consumers spend the most.

Home furnishing
20
Electronic Items
5
Food & Beverages

0
Page 77
17. Professionals favourite shopping mall on M. G. Road.
Metropolitan Mall
20
Sahara Mall
2
MGF Plaza
3
18. How much service class spends in the MGF Plaza?

Up to Rs.200
0
Rs.200-500
0
Rs.500-2500
15
Rs.2500 & Above

5
Page 78
19. How often service consumers visit the mall.

Everyday
0
Once in a week
0
Twice in a week
0
Other
20
20. On which sector services consumers spend the most.

Home furnishing
10
Electronic Items
10
Food & Beverages

0
Page 79
21. Annual household income of service class consumers.

Below 2 lakhs
0
2- 5 lakhs
10
5 - 10 lakhs
10

0
22. Service class consumers favourite shopping mall on M. G. Road.
Metropolitan Mall
2
Sahara Mall
10
MGF Plaza
8
Page 80
23. How much money student class spends in the MGF Plaza?
Up to Rs.200
0
Rs.200-500
5
Rs.500-2500
0
Rs.2500 & Above

0
24. On which sector student consumers spend the most.

Home furnishing
0
Electronic Items
0
Food & Beverages

5
Page 81
25. How often student consumers visit the mall.

Everyday
0
Once in a week
0
Twice in a week
0
Other
5
26. Student consumers favorite shopping mall on M. G. Road.
Metropolitan Mall
5
Sahara Mall
0
MGF Plaza
0
Page 82
CONSUMER BRAND PERCEPTION IN METROPOLITAN MALL

1. Brand image of metropolitan mall in consumers.
PVR
150
Metropolitan Mall
70
Shoppers Stops
65
Mc Donald
30
2. Perception of Metropolitan Mall as a Brand.

Good Eating Place
75
Good place for family

shopping
25
Good entertainment place

165
Page 83
3. Which factors attracts to come to shopping mall.

Branded Shops
Sales
Services & Facilities
Fun & Entertainment
50
20
45
150
4. What motivates the consumer to the shopping mall?

Promotional
Self Motivation Advertisements
Activities
50
30
35
Friends &
Relatives
150
Page 84
CONSUMER BRAND PERCEPTION IN SAHARA MALL

1. Brand image of Sahara Mall in consumers?
Big Bazaar
Haldirams
Pantaloons
150
5
10
Sahara Mall
100
2. Perception of consumers of Sahara Mall as a Brand.

Good eating place
15
Middle Class mall

150
Family shopping mall

100
Page 85
3. What factors attracts to come to shopping mall.

Branded
Services &
Shops
Sales
Facilities
Food & Entertainment
25
165
25
50

Promotional
Activities
0
100
15
Friends &
Relatives
150
Page 86
CONSUMER BRAND PERCEPTION IN MGF PLAZA

1. Brand image of MGF Plaza in consumers?
MGF Plaza MGF Arcus
Complete Home furnishing Mall
50
150
15
2. Perception of consumers of MGF Plaza as a Brand.

Good eating place Good Place for fun
15
0
Family shopping mall

200
Page 87
RESEARCH FINDINGS
Findings in Metropolitan Mall: - Consumers in mall were mostly in the age group of 20 25
yrs and 25 - 35. They came to the mall mainly for the entertainment in PVR and shopping in the
Shoppers Stops. Consumers in mall were all age group and almost all were brand oriented
regarding the products. The average spending was in the mall between 500 2500 and more then
Rs.2500. The annual holds income of the mall is between
Rs.2-10 Lakhs. Consumers in
shopping mall accepted that Metropolitan Mall is the best shopping mall on M.G.Road in
Gurgaon
3. What factors attracts to come to shopping mall.
Branded
Home furnishing
Food &
Shops
Items
Services & Facilities
Entertainment
25
150
25
15

Promotional
Activities
10
15
15
Friends &
Relatives
175
Page 88
Page 89
Consumer Buying Behavior in Metropolitan Mall.

1. Consumers usually spend their money on Food, entertainment, Apparels, and sports &
footwear.
2. Consumers in the age group of below 20 25 yrs and 25 35 were in the maximum
numbers.
3. Consumers in Mall spend money between 500 2500 and more then Rs. 2500.
4. Consumers in mall come to the mall either once in a week or twice in a week.
5. Consumers in Mall are either students or in services or professionals in the maximum
numbers.
Brand perception in Metropolitan Mall.
1. Consumers in mall mostly know it as PVR, Shoppers Stop and Metropolitan Mall.
2.
Consumers in mall are mostly Brand oriented regarding any thing.
3. Consumers accept that this mall is the best place for fun & entertainment and it is a good
food joint.
4. Consumers mostly motivates to come to the shopping mall by friends and relatives.
Findings in Sahara Mall: Consumers in Sahara mall were mostly in the age group among 25- 35 and 35 and above. In
consumers, the numbers of Homemakers and Services and professionals were in the maximum
numbers. Consumer visits the mall generally once in a week and twice in a month. Consumers
come to the mall for the households shopping, eating and purchase for the apparels. Consumers
are influenced by the Discounting schemes.The annual house holds income between 2 10
lakhs.
Consumer Buying Behavior In Sahara Mall: 1. Consumers in mall come for the house holds shopping.
Page 90
2. Consumers which come to the mall are mostly homemakers and of service class.
3. According to them Sahara Mall is the best for the middle class.
Consumer Brand Perception in Sahara Mall
1. As a brand, the Sahara Mall is famous mall for the middle class due to the Big Bazaar.
2. Big Bazaar, Pantaloon, and Haldiram are the most popular among the consumers
3. The most popular brand among them is Big Bazaar.
4. Sales and discount schemes attracts them to come to the mall.
Findings in MGF Plaza: In MGF Plaza the consumers were in the age group of 25-35 yrs and 35 above mostly.
Consumers were homemakers, businesspersons and professionals. They come for the mall for
homefunishing items and electronics items. They spend in the shopping mall more then Rs. 2500
and above. Consumers in mall were brand oriented only for purchase of these above mentioned
products.
Consumer Buying Behavior in MGF Plaza: 1. Consumers come for the purchase of branded electronic items and home furnishing
items.
2. Consumers in the mall were the only serious buyers and they dont come for the
entertainment.
3. Consumers spend the money more than Rs. 2500
Consumer Brand Perception: 1. The MGF Arcus brand attracts consumers in the mall.
2. Consumers also come there due to the Branded shops like Electrolux, Philps and LG
electronics.
3. As a brand in shopping malls, consumers said that Plaza is best for all necessary home
items like electronics and furniture.
Page 91
Research findings of 745 consumers analysis

1. Metropolitan Mall is very famous in the age group of consumers of 20 35 yrs.
2. Due to PVR and ambience, it is the best place for entertainment and fun.
3. Due to good food joints, Metropolitan Mall is the best place for eating.
4.
Sahara mall is very famous among the homemakers and service class consumers due to
Big Bazaar.
5. Shoppers stop in Metropolitan Mall is more famous than the Pantaloon in Sahara mall
among the youths.
6. MGF Plaza is only famous for the home furnishing and electronic items.
7.
In MGF Plaza, only very few youths come as compared to Metropolitan Mall and Sahara
mall.
Page 92
CONCLUSION
The organized retail in India is expected to cross INR 1000 billion mark by 2010 and around
INR 200 billion investments are in the pipeline. The size of the organized retailing market stood
at Rs. 280 billion in 2004, thereby, making up a mere 3% of the total retailing market. Moving
forward, organized retailing is projected to grow at the rate of 25%-30% p.a. and is estimated to
reach an astounding INR 1000 billion by 2010. Further, its contribution to total retailing sales is
likely to rise to 9% by the end of the decade. Currently the fashion sector in India commands a
lion's share in the country's organised retail pie. This is in line with the retail evolution in other
parts of the world, where fashion led the retail development in the early stages of evolution and
was followed by other categories like Food & Grocery, Durables, etc. The last few years have
seen rapid transformation in many areas and setting scalable and profitable retail models across
categories.
Indian consumers
are rapidly evolving and accepting
modern formats
overwhelmingly. Retail Space is no more a constraint for growth. India is on the radar of Global
Retailers and suppliers / brands world-wide are willing to partner with retailers here. Further,
large Indian corporate groups like Tata, Reliance, Raheja, ITC, Bombay Dyeing, Murugappa &
Piramal Groups etc and also foreign investors and private equity players are firming up plans to
identify investment opportunities in the Indian retail sector. The quantum of investments is likely
to sky-rocket as the inherent attractiveness of the segment lures more and more investors to earn
large profits. Investments into the sector are estimated at INR 20 25 billion in the next 2-3
years, and over INR 200 billion by end of 2010.
Stocks in the retail sector are also becoming increasingly attractive from an investor's point of
view. Successful development of value based concepts as well as development of retail space in
smaller cities and towns shall drive the organized retail into the next levels of cities. Retailers
have responded to this phenomenon by introducing contemporary retail formats such as
hypermarkets and supermarkets in the new pockets of growth. Prominent tier-II' cities and
towns, which are witnessing a pick-up in activity, include Surat, Lucknow, Dehra Dun,
Vijaywada, Bhopal, Indore, Vadodara, Coimbatore, Nasik, Bhubaneswar, Varanasi and Ludhiana
among others.
With consumption in metros already being exploited, manufacturers and retailers of products
such as personal computers, mobile phones, automobiles, consumer durables, financial services
Page 93
etc are increasingly targeting consumers in tier II cities and towns. In addition, petro-retailing
efforts of petroleum giants scattered through out the country's landscape have also ensured that
smaller towns are also exposed to modern retailing formats.
On the supply side, mall development activity in the small towns is also picking up at a rapid
pace, thereby, creating quality space for retailers to fulfill their aggressive expansion plans. Thus,
the retail boom', 85% of which has so far been concentrated in the metros is beginning to
percolate down to smaller cities and towns. The contribution of these tier-II cities to total
organized retailing sales is expected to grow to 20-25%.
Favorable demographic and psychographic changes relating to India's consumer class,
international exposure, availability of increasing quality retail space, wider availability of
products and brand communication are some of the factors that are driving the retail in India.
Over the last few years, many international retailers have entered the Indian market on the
strength of rising affluence levels of the young Indian population along with the heightened
awareness of global brands and international shopping experiences and the increased availability
of retail real estate pace.
Development of India as a sourcing hub shall further make India as an attractive retail
opportunity for the global retailers. Retailers like Wal-Mart, GAP, Tesco, JC Penney, H&M,
Karstadt-Quelle etc stepping up their sourcing requirements from India and moving from thirdparty buying offices to establishing their own wholly owned / wholly managed sourcing &
buying offices shall further make India as an attractive retail opportunity for the global players.
Buying volumes for many of these players are already in the range of INR 10-20 billion per year,
with reported plans to step up to INR 100-150 billion within the next 3-4 years.
Manufacturers in industries such as FMCG, consumer durables, paints etc are waking up to the
growing clout of the retailers as a shift in bargaining power from the former to the latter becomes
more discernible. Already, a number of manufacturers in India, in line with trends in developed
markets, have set up dedicated units to service the retail channel. Also, instead of viewing
retailers with suspicion, or as a necessary evil' as was the case earlier, manufacturers are
beginning to acknowledge them as channel members to be partnered with for providing solutions
to the end-consumer more effectively.
Page 94
INDIA RETAIL BY 2006-07
50 million sq ft of quality space under development
7 major cities to account for 41 million sq ft development
300 malls, shopping centres and multiplexes under construction
To open 35 hypermarkets, 325 large department stores, 1500 supermarkets and over 10,000
new outlets
To add US $ 10 billion of business to organised retail.
The food and personal care retail market in India is currently valued at about 10 billion US
dollars and is expected to grow by 5-7% year on year according to reports by A.T.Kearney. The
average Indian family spends about 31% of its income on food and this is expected to grow to
about 36% in the near future. This scenario obviously has led a number of players to think about
opening up retail chains that cater to food and personal care. Even Walmart and other global
players are thinking of making a foray into the Indian market.
For a long period of time the debate has been whether the large retail players would be able to
dislodge todays Mom and Pop stores which currently service the food and personal care need
of Indians.
The Mom and Pop stores have distinct advantages over the other players in terms of low
overheads and avoidance of sales tax. The introduction of VAT in the Indian market would
nullify the tax advantage to a certain extent but there is another innate advantage that these stores
enjoy. Various studies conducted by institutes such as the Department of Economics, University
of Connecticut, have shown that the most important factor for a retail store is distance. The
Mom and Pop stores being the nearest to the consumers home have therefore remained as the
first choice for food and personal care. Critics argue that with the emerging socio-economic
trends in India such as the phenomenon of increase in women joining the work force, brand
Page 95
consciousness, faster nuclearization of families and a fast-paced life would lead to Mom and Pop
stores being dislodged by bigger stores.
Another factor of importance here is technology. Critics argue that the bigger stores would be
able to bring in better efficiencies and therefore would be able to provide better variety and lower
prices. The fact however remains that the high real estate cost and other existing inefficiencies in
the Indian market do not allow for cost efficiencies. Such efficiencies can only come if the entire
market structure from the supplier to the end consumer becomes integrated into one. Even if the
retailers have the right integrating technology it mitigates cost inefficiencies only to a certain
extent as the vendor and transporters still operate inefficiently.
Analysts have compared the socio-economic changes in India to the ones that occurred in the US
and they argue that the way malls and big retailers became a common phenomenon in the US the
same would happen in India. The fact however remains that while the socio-economic changes
have taken time to trickle down the technological changes especially in terms of internet etc.
have been faster, which therefore may lead to a totally new scenario in India.
While it is correct that a large population of India does not have Internet access etc. but at the
same time it is also true that the socio-economic changes we talked about have also only come
about largely in the middle and upper class. Therefore a scenario might emerge where India
bypasses the stage of big retailers in the food and personal care segment. The socio-economic
changes would take time. It might be possible that the technological changes take place faster
than the sociological changes and if that happens then the market could be served directly
through the net and through e-tailing. The changing face of the food and personal care market
has negated the need of a consumer to actually be there physically. All items including pulses etc.
are packed and therefore do not require physical inspection. Even vegetables and dairy items are
coming in packs therefore there is no question of checking these items physically. Therefore if
the technological changes are faster, then India might move into e-tailing for the food and
personal care market without having any major retailer in this segment.
This could be true also for other products where physical presence is not required and where the
goods are standardized commodities.
Page 96
So the next time someone tells you that he or she is very excited about Wal*mart coming to
India, think about the race of changes.
With new shopping-malls having become operational in many cities across India, it is interesting
to observe how the shopping-behaviour of consumers in the vicinity of these malls has changed
and thereby draw some lessons that could be of some use to the developers of hundreds of new
malls that are currently under planning or construction across India.
It is still not too long ago that the operators of a particular new shopping-mall at Mumbai had to
contemplate restricting entries of visitors by imposing conditions that such entry was limited to
those having mobile phones or credit cards a.k.a., the income tax department's one in six
criterion for filing a tax return.
Delhi and Gurgaon saw some of the initial mall developers become parking lot operators as well
by charging exorbitant parking fees from all visitors. Rentals, rather than going down with more
malls coming up, started moving up even as the quality of services within the malls started
deteriorating. In this context, therefore, it is somewhat surprising that questions are already being
asked, albeit in whispers, whether shopping-malls can survive and operate profitably in India.
Many tenants lament about the low percentage of conversions from those who walk through the
portals of these malls, and casual observers routinely find shopping-bags missing in the hands of
the supposed shoppers visiting these malls as an indicator that the initial euphoria about shopping
in the malls is already on the wane and that consumers are reverting to their traditional shoppingdestinations.
There are some myths and some realities about these observations. It is, indeed, true that many
Indian retailer tenants in the shopping-malls have now become familiar with terms such as
footfalls, conversions, average transaction value, and repeat customers.
However, it is also true that for many of these tenants, it has been their first expansion beyond
their traditional high street locations and hence, they have expectations born more out of hype
than by any real experience.
For instance, I would like to speculate that daily or weekend footfalls in traditional shopping
high streets of India such as South Extension and Karol Bagh in Delhi, Linking Road in Mumbai,
Commercial Street or Brigade Road in Bangalore, or for that matter, T Nagar or Anna Nagar in
Page 97
Chennai would easily exceed the more carefully estimated (or measured) footfalls in any of the
malls in the country.
Similarly, if one were to carefully observe the ratio of visitors having "shopping-bags" in their
hands in these high streets versus those in the new malls, it is not going to be very different. As
far as individual retailers' performance is concerned, even in the traditional markets some
established retailers do extraordinarily well while many other shops see a change of "shop
boards" very frequently.
There is no reason to believe that it should be any different in a shopping-mall, which, in any
case, is fundamentally no different from a traditional shopping-high street, except that a mall has
a more modern and compact structure, in most cases a single roof. Local retailer tenants who
move into a new mall for the first time should not expect any customer loyalty being built up
overnight.
For example, in Delhi's case, it is possible for a retailer to be very successful in Karol Bagh or
Lajpat Nagar shopping-districts but he would have to start from scratch in terms of building up
brand recognition as well as generating customer conversions in a new location such as Gurgaon
or Noida. In contrast, national retailers such as Shoppers Stop, or national exclusive brand outlets
such as those operated by Madura Garments, Arvind Brands, Raymond, and Zodiac, have
national brand recognition and hence the performance of their outlets in shopping-malls is
usually comparable (or even better) with their outlets in traditional shopping-markets.
Secondly, with most mall developers having blindly opted for a questionable winning formula of
shopping, entertainment (read Multiplex) and food (read MacDonald's/Pizza Hut as the main
draws), it is no surprise to find many mall visitors having no shopping-bags since they have been
enticed to visit only for watching a movie and/or having a burger or a pizza or even a cup of
coffee. The situation pertaining to shopping, for instance, would be no different in locations such
as Saket or Vasant Vihar in Delhi, which are better known for their movie theatres and eating
options. What is the lesson for mall developers and for the prospective tenants? For the
developers, the critical lesson is to invest some quality effort in understanding the shoppingneeds of customers in their targeted "catchment" areas and then build a carefully planned
portfolio of retail options that can meet the needs of these targeted customers.
Page 98
In many instances, customers would only need shopping and eating options rather than a
multiplex as well. The developers also have to understand that their retailer tenants have to earn a
profit and hence the rentals have to be aligned to what the retail business can bear (usually 5-8
per cent of gross revenues). Mall developers also have to create distinctive identities for their
specific malls, much like the identities that have developed over time for major shopping-high
streets in various cities in the country.
Their work is not done just when the mall has been commissioned! As for the would-be retailer
tenants, it is important to realise that merely moving into a mall does not guarantee business for
them. They have to work as hard to draw consumers to their own stores once the latter have
entered the mall, and then have the right value proposition for them to get converted into
customers, and then become repeat customers.
The final, obvious, conclusion is that mall developers have to invest in getting a better
understanding about the retail business, while retailers have to get a better understanding about
the dynamics of operating at a new location.
1. Survey among the 265 consumers regarding the consumer buying behavior and consumer
brand perception in Metropolitan Mall reveals that consumers came for
fun &
entertainment, shopping for the branded apparels, sportswear and mostly for the food.
Most of the consumers are in the age group of 20 35 yrs. The annual income of the
consumers is between Rs. 2- 10 lakhs. PVR and Shoppers stop were very famous among
consumers.
2. Survey among the 265 consumers regarding the consumer buying behavior and consumer
brand perception in Sahara mall depicts that consumers come for the purchasing of
households and shopping in the pantaloons. Consumers are mainly in the age group of 25
35 yrs and more then 35 yrs. Big Bazaar is the main attraction among the consumers.
Page 99
3. Survey among the 215 consumers regarding the consumer buying behavior and brand
perception in MGF Plaza reveals that consumers are mostly in the age group between 30
35 yrs and above. They come here for the home furnishing and other necessary
electronics items for home. Arcus is the main attraction among consumers.
RECOMMENDATIONS
1.
For the Metropolitan Mall: - This is a complete mall for family , fun and entertainment.
So it is advised to increase the numbers of consumers in the mall. Open some more food
joints in the mall and start some indoor games like snooker for good time pass in the
mall. Start disco for youths and do more promotional activities for young generation like
fashion shows etc.
2.
For the Sahara Mall: - It is not like a shopping mall. It is just like a Big Bazaar store
especially for the middle class and place mostly for the consumers in the age group of 35
Sand above. So promote other stores also in shopping mall. Make it a complete shopping
mall. Open some places like PVR, Waves, Adlabs etc. in the mall for movies and
entertainment by which it can also attract the young generation. Make some proper
sitting arrangements for the customers especially for the old age customers.
3.
For the MGF Plaza: - This is a complete place for the home furnishing items and
necessary electronic items. So open some more branded stores for these items.It can be
used as a place for the property fairs and homefurnishing items fair.
Page 100
REFERENCES
Retail Survey: A.T. Kearney (2003-2004), Retail Survey: KSA Technopak (2004-2006)
Supermarket Key Attributes and Location Decisions by Daniel Serra
BOOKS
Fundamental of Marketing; William J. Stanton
Marketing Management; Kotler (Philip)
Creating Customer value; Gopal K. Gureja
Marketing Management; Saxena
Marketing Planning for Services; Malcolm McDonald, Adrain

Payne
MAGAZINE
Business India: The Magazine of the Corporate World; December,

2006.
JOURNAL
Journal of Marketing; November 2005
WEBSITES
www.google.com
www.businessworld.com
www.saharaindia.com
www.mgfindia.com
Page 101
ANNEXURES
1. QUESTIONNAIRE FOR CONSUMER BUYING BEHAVIOUR IN SHOPPING

MALLS.
2. QUESTIONNAIRE FOR RETAILERS.
Page 102
QUESTIONNAIRE FOR CUSTOMERS

Dear Sir/Madam I am conducting a Survey on Consumer Behavior and Experience about
Shopping Malls: A comparative study. May I have five minutes of yours to help me fill up the
Questionnaire?
Please specify your profile:
Name:____________________________________________________
Profession: _______________________________________________
Question 1: What is the Annual household income of your family?
(a) Below 2 lakhs
(b) Rs 2-5 Lakhs
(c) Rs. 5-10 Lakhs
(d) Rs. 10 lakhs and above
Question 2: How much you spend on a average on youre per visit to Shopping Mall?
(a) Up to Rs. 200
(b) Rs. 200-500
(c) Rs.500-2500
(d) Rs. 2500 and above
Question 3: What is the frequency of your visit to the Shopping Malls?
(a) Daily
(b) Once in a week
Page 103
(c) Twice in a week

(d) Any other
Question 4: Please rate the purpose of your visit to the Shopping Malls?(1 Being most the
most important and 6 being least important)
Purpose
Food and Beverages

Music and Entertainment
Life style products
Choosing gifts
Consumer Durable
Question 5: Please rate the following Shopping Malls, which you prefer the most?
(a) Metropolitan Mall
(b) Sahara Mall
(c) MGF Plaza Mall
Page 104
Question 6: Please specify the reasons for the preference on the scale of 1 to 7 (1 being the
most important and 7 being the least important)
Factors
Sahara
Metropolitan
Mall
Mall
MGF Plaza
Good Eating Place

Good Place for Family Shopping
Branded Shops
Sales and Promotional Activities
Services and Facilities
Fun and Entertainment
Self Motivation
Better Bargaining
Friends and Relatives
Exposure to New Trends and
Fashion
Emotional Satisfaction
Advertisements
Page 105
QUESTIONNAIRE FOR RETAILERS
This questionnaire bears reference to our academic purposes only and no feedback given in this
Questionnaire will ever be disclosed.
Name: Mr. Ms. ___________________________________ (optional)
Retailer Name:_________________________________________________
Address: _____________________________________________________
City: _________________________________________________________
Pin: _________________________________________________________
Phone: (O)__________________________ (M)_______________________
Q.1 Do you agree that there is trend towards organised retail in India?
Yes
No
Q.2 Do you think large organized retailers would be controlling a substantial portion of the
retail trade?
Yes
No
Q.3 How o you perceive the development of Shopping malls in Delhi and NCR Region?
Healthy Trend
Unhealthy Trend
Page 106
Q.4 What according to you is the purpose of the customers visit to the Shopping Malls?
Purpose
Food and Beverages
Music and Entertainment
Life style products
Choosing gifts
Consumer Durable
Yes
No
Q.5 What according to you are the reasons for buying at that particular shopping mall
(Please rank them in order of preference?)
Nearness to your house/locality
Good range available
Friendly shopkeeper/ good relations

Good ambience
Good bargain
Page 107
Q.6 Rank (1-6) the following factors, which influence the customer purchase decision at a
shopping mall.
Price
Brand
Location of Mall
Outlet/Mall
Appealing fragrance
Advice from acquaintances
Q.7 Do shopping malls have the following advantages?

Time Factor
Discount schemes
Adequate parking space
Individual sections of all categories
Good shopping experience in better place with convenience
Yes
No
and variety.
Organized shops with international ambience &air condition
all-around.
Q.8 Do you think India has a potential in the Retail industry?

Yes
No
Page 108
Q.9 Do you think that organized retail will provide many opportunities both to existing
players as well as new entrants?
Yes
No
Q.10 Do you think India is prepared for open competition ?

Yes
No
Page 109

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Submitted in partial fulfilment of the requirement

MASTER OF BUSINESS ADMINISTRATION

RAKSHPAL BAHADUR MANAGEMENT INSTITUTE,

1. Metropolitan Mall: - In Metropolitan Mall consumers belong to age 20 25 and 25 -35

Limitations of the Project

iii). Consumer buying behavior in Sahara Mall

i). questionnaire for consumers

Rapid Evolution of New-age Young Indian Consumers

Retail Space is no more a constraint for growth

Partnering among Brands, retailers, franchisees, investors and malls

India is on the radar of Global Retailers Suppliers

A decade ago not a single mall

A year ago less than half a dozen

2 years from now 300 malls

Albertson's, Inc. (USA)

Target Corporation (USA) 1307

The Value Proposition

owned or franchised out by a for a given brand, Certified

either Complete range available

Focus on a specific consumer Greater

need, carry most of the brands consumer,

between brands possible

Large stores having a wide One stop shop catering to

variety of products, organized varied consumer needs.

furniture, appliances, toys, etc.

varied consumer needs.

Stores offering discounts on the Low prices.

retail price through selling high

Larger than a Supermarket, Low prices, vast choice

urban extended operating hours.

An enclosure having different Variety of shops available

formats of in-store retailers, all close to each other.

Retailing in India is thoroughly unorganised. There is no supply chain management

perspective. According to a survey by AT Kearney, an overwhelming proportion of the Rs.

These drawbacks present opportunity to international and/or professionally managed

The Indian retail industry is unorganized

Evolution of Indian Retail Industry

Market Size (Rs. Crore)

Textiles and clothings

Food and personal care

Luggage, watches and tyre

Books and music

Retailing Formats in India

Experimentation with formats

New Formats. Experimenting With

Quasi-mall, smaller outlets, adding

Quasi-mall, food retail

Considering moving to self service

Suburban discount store

Hypermarket, Foodworld express

Small fashion stores

Cash and carry

Not all stories are a success

Source: Pwc Analysis

Regional differences will stay

Dual focus on costs and time

Small retailer will coexist

Organised versus Unorganised Retailing

OBJECTIVES OF THE PROJECT

2. To study which type of consumers visit the different shopping malls.

6. In shopping malls on which sector they spend the most.

CONSUMER SURVEY: Sample Unit: Consumers