A study on CUSTOMER PROFILING AND BRAND PREFERNCES FOR SHOPPING MALL at OBERON MALL,KOCHI

INTRODUCTION
Marketing concept starts with the consumer needs and ends in consumer behavior in meeting these needs and ends in consumer in meeting in these needs. Every action of a person is based on needs. The real problem is to learn what a customer takes into consideration when he chooses a particular brand. Such a study is concerned with consumer behavior. Customer behaviour is that subset of human behaviour that is concerned with decision and acts of individuals in purchasing and using products. Consumer behavior is a subset of a customer behaviour, is concerned with decision that lead up to the act of purchase.

COMPANY PROFILE
Oberon Mall is a shopping mall located in the Indian city of Cochin and the current largest lifestyle mall in Kerala in operation. The Mall is also the first full format Mall in Kerala, formally opened on March 2, 2009, though the mall was launched in 2008. The cost of construction of the mall is about Rs. 1 billion. It is built on an area of 3,50,000 square feet (33,000 m2) across 5 floors of shops and office spaces and covering grounds of up to 2 acres (8,100 m2). Oberon Mall was developed and promoted by the Oberon Group of Companies, India. The Mall is one of the most busiest shopping corridor for the city of Kochi. It is the most happening place in Kochi.

OBJECTIVES
PRIMARY OBJECTIVE To study the customer profile and understand their preferences with respect to shopping Malls.

SECONDARY OBJECTIVE To know the purchasing habits of the consumer To know how customer responds to the branded products To know the behaviour of the customers towards the new life style

RESEARCH METHODOLOGY
RESEARCH DESIGN : Descriptive research.it includes surveys and factfinding enquiries of different kinds. The major purpose of descriptive research is descriptive of the state of affairs as it excist at present.this research was conducted through customer study DATA COLLECTION :

Primary Data: Questionnaire method was used to collect the information. Secondary Data:
Internet Magazine Company website

 UNIVERSE: All customers of Oberon Mall were taken as universe for the customer survey. In this case the universe is infinite. SAMPLE DESIGN: Convenience sampling SAMPLE SIZE: 150 customers are taken. SAMPLING PLAN: The information was collected from the customers of Oberon mall. Around 200 people from different walks of the society and different nationality were interviewed. 3.3.7 TOOLS USED FOR THE STUDY: Percentage Analysis

FINDINGS
The footfalls coming to the mall under the age group 16-30 is more in number by 41% It is found that males responds to the new lifestyle than females by 57.6% It is found that more than 50% customers are satisfied with the services in the mall. It is found that the income of the customers plays a very significant role in their purchasing habit and visit to the mall