SYNOPSIS

FACTORS AFFECTING THE SHOPPERS BEHAVIOUR

DURING FESTIVAL SEASON IN INDIA

SUBMITTED TO SUBMITTED BY

Dr. Sahil Raj Sahil Singla

Roll No. 11353010

MBA 4th Semester

SCHOOL OF MANAGEMENT STUDIES

PUNJABI UNIVERSITY, PATIALA

INTRODUCTION

The project will be on factors affecting the shoppers behavior during festival season. From knowing
the behavior of consumer, company can produce those goods which are satisfying the needs of the
customer. Consumer always wants to buy goods in festivals especially electronic goods because in
festivals there are so much discounts are offered by the company. In festival season customers are
attractive for buying the goods also. There are consumers tastes are changing day to day so company
will produce goods according to the needs of the customer and satisfy the customers.
The retail industry is one of the fastest growing industries in India. The success of retail industry
solely depends on how it performs in the market place at a given point of time. To entice the
consumers, the retail industry must understand the behavior of the consumers. The impact of
situational factors on consumer purchasing behaviour has been examined in the past research
extensively. There are studies that explored the impact of particular types of situational influences,
including store atmospherics, music, colours, scent, store crowding, and merchandising. Analyzing
and understanding shoppers’ behaviour and the impact of situational factors may reduce uncertainty in
decision-making. Situational factors should be taken into consideration in designing promotional
programs, store layout, merchandising and store atmosphere tailored to specific behaviour’s patterns
and consumer situations.
The aim of this research will be to study the influence of factors on shoppers’ behavior in the select
shopping malls in the Patiala city of study in India. Primary and secondary data to study the influence
of socio, physical and temporal factors, to analyze the impact of task definition and antecedent states,
to find the impact of the Pricing perception and shopper’s mood and to analyze the common problems
faced by the mall users.

FOCUS OF PROBLEM
This project will be undertaken to study the “Factors affecting the shoppers behavior during festival
season” this project relates to all aspects concerned with consumer decision regarding buying the
goods in festivals. There are consumer tastes and preferences are changing everyday and to know there
needs is very difficult to understand. To know the current trend of the consumer behavior in festivals
in electronic goods assessing individual customer expectation and abilities. To collect the information
from the Retailers for the Objective of promoting the sale of electronic goods.
SIGNIFICANCE OF THE STUDY
To get the knowledge about the customers
To get the knowledge about different type of customers in festival season whether they are
interesting in buying a product.
Assessing individual customer expectation and abilities.
Assessing immediate and long-term benefits through customer satisfaction.
To analyze the attitude & preferences in relation to buying electronic goods.
To analyze the degree of influence of various schemes.
REVIEW OF LITERATURE
Kamarulzaman and Lih (2010)1, in their paper highlighted on Competition among shopping malls
has led retailers to consider key factors of motivating patrons to shop at their malls and stay longer.
The purpose of this study is to assess the factors that influence Malaysians to visit shopping malls. A
survey was conducted to assess mall-directed shopping habits and patrons shopping motivation. The
results show that Malaysian shoppers are motivated to visit malls because of the ambience, interior
design of the malls, convenience, accessibility and promotion. Evidence shows that there is a strong
relationship between shopping mall characteristics and actual action of shoppers in visiting shopping
malls. In summary, the results of the study have several implications that will be beneficial for retail
industry, especially shopping mall retailers.

Khare and Rakesh (2010)2, in their paper highlights that organised retailing in the form of malls is
poised to develop exponentially in India. Malls are transforming the landscape of Indian retailing and
consumers’ attitudes towards shopping. The upsurge of mall activity poses a question of how much
malls are responsible for generating sales and consequently generating profits. The research was
directed at retailers with stores in the malls and deciphering their opinions about what generates
consumer traffic and profits in malls. The retailers’ selection of malls is driven by the business
potential offered by malls.. The findings demonstrate that an assortment of factors is responsible for
mall traffic. These may be categorised under entertainment facilities, services, ambience and mall
management.

Mihic and Kursan (2010)3 the purpose of this study is to determine the correlation between
situational factors and impulsive buying behavior with the aim of separating an adequate number of
different customer segments. Furthermore, in terms of the perceived impact of situational factors on
impulsive buying behavior, the study separates three consumer segments: (1) markedly rational –
immune to influence, (2) impulsive to some extent – sensitive to some situational stimuli, (3) mostly
rational – generally immune to influence. In the first and the third segment (markedly or generally
rational consumers) none of the analyzed situational factors affect the impulsive buying to a greater
extent. Finally, the obtained results show that situational factors can to a larger extent affect the
impulsive buying behavior in consumers of a particular employment status, and that such behavior is
not significantly affected by gender, age, education, income, or the number of household members.
The impact of situational factors on consumer purchasing behaviour has been examined in the past
research extensively. There are studies that explored the impact of particular types of situational
influences, including store atmospherics, music, colours, scent, store crowding, and merchandising.
Belk’s framework of situational factors (1975) is a useful tool in analyzing the impact of situational
variables on purchasing outcomes since it includes variables that might be controlled by retailers. The
framework includes physical and social surroundings, task definition, temporal perspective and
antecedent states. A few studies tested Belk’s framework in a mall setting. Time and companionship
were shown to be critical factors in purchasing behaviour of Hispanic customers in a US mall setting
(Nicholls, Roslow and Dublish, 1997).

This paper uses Belk’s taxonomy (1975) to examine the impact of situational factors on shoppers’
purchasing outcomes in the selected mall. Specifically, it explores how store environment, social
surroundings, temporal perspective, shopping task and antecedent situational variables influence the
amount of money spent and the number of items purchased.

The framework itself includes the following situational dimensions:

(1) Physical Surroundings, (2) Social Surroundings, (3) Temporal Perspective, (4) Task Definition, (5)
No. of Store Patronized as Antecedent State, (6) Price, (7) Shoppers’ Mood.
OBJECTIVE OF THE STUDY

PRIMARY OBJECTIVE
· To know the current trend of the consumer behavior in festivals in electronic goods.

OTHER OBJECTIVES
· To collect the information from the retailers for the objective of promoting the sale of electronic
goods.
· To know the sale of the franchisee of the company in festival seasons
· To know the difference between seasonal sale and general sale.
RESEARCH METHODOLOGY
Research in common parlance refers to the “search for knowledge”. Research is a systematized effort
to gain new knowledge. Research methodology is a way to systematically solve the research problem.

RESEARCH DESIGN:
A research design is the arrangement of conditions for collection and analysis of data in a manner that
aims to combine relevance to the research purpose with economy in procedure.
A research design is a framework for the study and is used as a guide in collecting and analyzing the
data. Research Design can be categorized as follows:
· Exploratory Research.
· Descriptive Research.
· Diagnostic Research.
· Experimental Research
The present study will be Descriptive in nature. In this, the researcher must be able to define clearly,
what he wants to measure and must find adequate methods for measuring it along with a clear cut
definition of ‘population’ he wants to study. The research design must make enough provision for
protection against bias and must maximize reliability, with due concern for the economical completion
of the research study.

TWO TYPES OF DATA

· PRIMARY DATA
· SECONDARY DATA
PRIMARY DATA:-
Primary data is that kind of data which is collected by the investigator himself for the purpose of the
specific study. The data such collected is original in character. The advantage of third method of
collection is the authenticity. A set of questions will be put together in the form of questionnaire. The
method of sampling was the random method as it is unbiased.
Primary data will be collected from: -
· Respondent’s survey

SECONDARY DATA:-
When an investigator uses the data that has been already collected by others is called secondary data.
The secondary data will be collected from Journals, Reports and Various Publications. The advantages
of secondary data can be economical, both in the term of money and time spent. The researcher of the
reporter also did the same and collected secondary from various internet sites like
Google.com.altavista.com and many more. The researchers of the reporter also visited various libraries
for collection of the introduction part.

DATA COLLECTION
To achieve the objectives, the primary as well as secondary source of data will be used. Primary
source includes the retailers and company’s officials through questionnaires. Secondary source of data
will include the past records of company.
The data will be collected through the following methodical techniques in the present project work.
1. Through questionnaires
2. Through interview
3. Through observation

ANALYSIS PATTERN
· SAMPLING TECHNIQUES
Non-probability area sampling will be used.
· SAMPLE SIZE
A sample of 100 customers will be chosen from the area of Patiala (Punjab).
· CONTACT METHOD
Face to face interviews will be conducted.
· APPROACH
Structured Disguised questionnaire will be used
· RESEARCH DESIGN
Descriptive Research Design.
· DATA ANALYSIS TOOLS
Pie Chart, column chart, etc.
REFERENCES
[1] Barry Berman, Joel, R.Evans, (2007), Retail Management, A Strategic Approach, Pearson
Education.inc.
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– Hill Edition.
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Associate (sradas@eizg.hr), both from The Institute of Economics, Zagreb. Paper received on July
19th 2006. Exploring the Relationship among Situational Factors, Price perceptions and Purchasing
Outcomes.
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