-Srishti Arora (08) -Kanica Gambhir (41) -Hardik Jain (50) -Ankur Agarwal (53) -Saurabh Jain (65)

RETAILING
Retail  Retailing in India  The Indian Retail Market  Major Indian Retailers  Entry of MNCs  Challenges  Indian Retail Scenario


SHOPPING MALLS
Introduction.  Shopping malls in India.  Demand for mall space: future potential.  Teething troubles for Indian malls.  Shopping malls in surat.  Why people in surat come to a mall.  Mall: A natural phenomenon in late industrial society.


Objectives of Research Nature of Research

Survey Method

Survey tool

RESEARCH METHODOLOGY

Scope of Research

Sampling Method Data Collection Period

Data Collection

Consumer s preference for purchasing household products.

Table 1: Consumer s preference for purchasing their household products

Options
Only shopping malls Only retail stores Both

Response
44 40 41

Percentage
35.2 32 32.8

Total

125

100

Chart 1: Consumer s preference for purchasing their household products

CONSUMERS PREFERNCE FOR PURCHASING THEIR HOUSEHOLD PRODUCTS

Only Shopping Malls

33% 32%

35%

Only Retail Stores Both

Particular shopping mall or retail store people visit to buy their household products.
Table 2: Particular place where people visit to buy their household products
Places for purchasing household products

Response
17 23 55 17 13

Percentage
13.6 18.4 44 13.6 10.4

Iscon mall Reliance fresh Dheeraj sons Big bazaar Food bazaar

Total

125

100

Chart 2: Particular place where people visit to buy their household products
PLACES FROM WHERE CONSUMERS PREFER THEIR HOUSEHOLD PRODUCTS
50 45 40 35 30 25 20 15 10 5 0

PERCENTAGE

Iscon mall Percentage of Respondents 13.6

Reliance fresh 18.4

Dhiraj Sons 44

Big bazaar 13.6

Food bazaar 10.4

Consumer s preference to go for purchasing at shopping malls than other retail stores
Table 3: Consumer s preference to purchase at shopping malls over other retail shops

Options
Yes No

Response
80 45

Percentage
64 36

Total

125

100

Chart 3: Consumer s preference to purchase at shopping malls over other retail shops
CONSUMERS PREFERENCE FOR PURCHASING AT SHOPPING MALLS OVER OTHER RETAIL SHOPS

36%

64%

Yes No

Frequency of visiting Shopping malls and other Retail shops

Table 4: Frequency of visits at shopping malls and other retail shops

Time Period
Weekly Monthly Quarterly Unplanned basis

Response A
33 47 23 22

Percentage
26.4 37.6 18.4 17.6

Total
Weekly Monthly Quarterly Unplanned basis

125 B
44 31 21 29

100
35.2 24.8 16.8 23.2

Total

125

100

Chart 4: Frequency of visits at shopping malls and other retail shops

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

17.6 18.4
37.6

23.2 16.8
24.8

26.4

35.2

SHOPPING MALLS

RETAIL SHOPS

Weekly

Monthly

Quarterly

Unplanned basis

Purpose behind visiting Shopping Malls

Table 5: Purpose behind visiting shopping malls

Purpose
Shopping Outing Dating

Response
69 44 12

Percentage
55.2 35.2 9.6

Total

125

100

Chart 5: Purpose behind visiting shopping malls

PURPOSE BEHIND VISITING SHOPPING MALLS

DATING

OUTING

SHOPPING
0 10 20 30 40 50 60

Shopping Percentage of Respondents 55.2

Outing 35.2

Dating 9.6

Purchasing of Different products from Shopping Malls and Retails shops

Table 6: Purchasing of different products from Shopping Malls and other Retail Shops Response Percentage
Retail Shops Shopping malls Retail Shops

Products

Shopping malls

Clothes Grocery Food items Electronics General items Furniture Any other

80 46 36 85 31 74 45

45 79 89 40 95 51 80

64 36.8 28.8 68 24.8 59.2 36

36 63.2 71.2 32 76 40.8 64

Chart 6: Purchasing of different products from Shopping Malls and other Retail Shops PURCHASING OF DIFFERENT PRODUCTS FROM SHOPPING MALLS AND OTHER RETAIL SHOPS
100% 90% 80% 70%

PERCENTAGE

60% 50% 40% 30% 20% 10% 0%

Clothes Retail Shops Shopping Malls 36 64

Grocery 63.2 36.8

Food items 71.2 28.8

Electronic s 32 68

General items 76 24.8

Furniture 40.8 59.2

Any other 64 36

Average amount spent in one visit at Shopping malls and Retail shops
Table 7: Average amount spent in one visit Amount
Less than 500 500-1000 1000-1500 1500-2000 More than 2000

Response SM RS
9 31 38 22 25 34 21 32 28 10

Percentage SM RS
7.2 24.8 30.4 17.6 20 27.2 16.8 25.6 22.4 8

Total

125

125

100

100

Chart 7: Average amount spent in one visit

100 90 80 70 60 50 40 30 20 10 0

More than 2000 1500-2000 1000-1500 500-1000 Less than 500

Shopping malls

Retail shops

Preferred day for shopping

Table 9: Preferred days for Shopping Days
Weekdays Weekends Both

Response
SM 39 64 22 RS 62 44 19 SM 31.2 51.2 17.6

Percentage
RS 49.6 35.2 15.2

Total

125

125

100

100

Chart 9: Preferred days for Shopping

100 80 60 40 20 0

Both Weekends Weekdays

Shopping malls

Retail shops

Most Convenient time for shopping

Table 10: Most convenient time for shopping

Timing
8 am 11 am 11 am 2 pm 2 pm 6 pm 6 pm 10 pm Anytime

Response
SM 17 6 11 48 43 RS 7 12 17 24 65

Percentage
SM 13.6 4.8 8.8 38.4 34.4 RS 5.6 9.6 13.6 19.2 52

Total

125

125

100

100

Chart 10: Most convenient time for shopping

100 80 60 40 20 0

Anytime 6 pm - 10 pm 2 pm - 6 pm 11 am - 2 pm 8 am - 11 am Shopping malls Retail stores

Comparison of Shopping Malls with other Retail Shops

Table 11: Comparison between Shopping Malls and other Retail Shops Response
SM Price Service Ambience Product variety 40 79 101 74 RS 85 46 24 51 125 125 125 125

Parameters

Total

Percentage
SM 32 63.2 80.8 59.2 RS 68 36.8 19.2 40.8

Total

100 100 100 100

Product quality

91

34

125

72.8

27.2

100

Convenience

44

81

125

35.2

64.8

100

Sales personnel

60

65

125

48

52

100

Chart 11: Comparison between Shopping Malls and other Retail Shops

90 80 70 60 50 40 30 20 10 0

Shopping malls Retail shops

Availability of Parking Space

Table 12: Availability of Parking Space

Adequacy
Less than adequate Adequate More than adequate

Response
SM 14 67 44 RS 69 41 15

Percentage
SM 11.2 53.6 35.2 RS 55.2 32.8 12

Total

125

125

100

100

Chart 12: Availability of Parking Space

100% 80% 60%

35.2 53.6

12 32.8 55.2

40% 20% 0%

11.2
Shopping malls Retail shops Adequate More than adequate

Less than Adequate

Anticipation of Service Provided

Table 13: Anticipation of Service provided Options Response SM RS 16 7 Percentage SM RS 12.8 5.6 52 33.6 1.6 0 100 24.8 56 6.4 7.2 100

Much better than expected Somewhat more than 65 31 expected Same as expected 42 70 Somewhat worse than 2 8 expected Much worse than expected 0 9 Total 125 125 Chart 13: Anticipation of Service provided

100% 80% 60% 40% 20% 0% Shopping malls Retail stores

Much worse than expected Somewhat worse than expected Same as expected Somewhat better than expected Much better than expected

Good Points about shopping malls

Table 14(a): Good Points about Shopping Malls

Good Points
High variety Ambience Convenience Service

Response
45 31 27 22

Percentage
36 24.8 21.6 17.6

Total

125

100

Chart 14(a): Good Points about Shopping Malls

Service 18% High variety 36% Convenience 21%

Ambience 25%

Bad points about shopping malls

Table 14(b): Bad Points about Shopping Malls

Bad Points
Costly Crowd Queue Distance

Response
42 28 28 27

Percentage
33.6 22.4 22.4 21.6

Total

125

100

Chart 14(b): Bad Points about Shopping Malls

Distance 22%

Costly 34%

Queue 22% Crowd 22%

Good points about retail shops Table 15(a): Good Points about Retail Shops Good Points
Less costly Good quality Convenience Service

Response
57 17 28 23

Percentage
45.6 13.6 22.4 18.4

Total

125

100

Chart 15(a): Good Points about Retail Shops

Service 18% Less Costly 46%

Convenience 22% Good Quality 14%

Bad points about retail shops

Table 15(b): Bad Points about Retail Shops

Bad Points
Less variety Low quality Less parking space Service

Response
51 19 27 28

Percentage
40.8 15.2 21.6 22.4

Total

125

100

Chart 15(b): Bad Points about Retail Shops

Service 22% Less variety 41% Less parking space 22% Low quality 15%

FINDINGS
64% of the respondents preferred to buy clothes from shopping malls. Ambience, Service and Product quality of the Shopping malls is highly preferred by the respondents of the questionnaire. Retail shops must increase the Product variety and Parking space for the customers. 51.2% of the respondents prefer to visit shopping malls on weekends and 49.6% customers prefer to visit Retail shops on weekdays. Approximately 40% of the respondents prefer to visit shopping malls in the evening while for Retail shops about 52% of the people prefer to go anytime. Respondents preferred to visit retail shops as compared to shopping malls as they find it more cheaper than shopping malls  Approximately 33% of the respondents spend 1000-1500 rupees on an average in a single visit. While 31.2% of the respondents don t spend more than 500 on an average in a single visit in Retail shops Approximately 44% of the respondents buy their household products from the Retail shops only.

RECOMMENDATIONS
Parking space availability must be increased by the Retail shops. There should be marginal decrease in the prices of the products available in the shopping malls. Well trained sales personnel should be appointed by the Retail shops. The product variety must be increased by the retail shops. With the increase in product variety, the Retail shops must also increase and maintain the quality of the products. The floor space should be increased in the Retail shops to enhance the atmosphere by which more customers can be attracted. Cash counters must be increased so that the waiting time of the customers can be decreased. Adequate stock should be maintained for various products in the shopping malls. Proper eating facilities should be provided in every Shopping malls.

Shortage of Time

Ambiguity

Limited Survey

Limitations Of Study

Open Ended questions not answered properly

Limited area Covered

BIBLIOGRAPHY

Books Referred
Marketing Research, Fourth Edition, Tata McGraw- Hill
Publishing Company Limited, New Delhi (2009)

-By G C Beri Websites

http://www.palgrave-journals.com/rlp/journal/v9/n1/full/rlp200922a.html http://www.indiaonestop.com/retailing.htm http://s2.hubimg.com/u/5441861_f496.jpg http://media2.intoday.in/btmt/images/stories//Sept7/080820093725_City-Surat1-2.jpg http://www.scribd.com/doc/31735865/Research-Project-on-Big-Bazaar