K.M.E.

SOCIETYS
G.M.MOMIN WOMEN COLLEGE
SUB: MARKETING MANAGEMENT
TOPIC: CONSUMER BEHAVIOUR TOWARDS
SHOPPING MALL
SUBMITTED TO: PROF.AHMED PATEL
SUBMITTED BY:

NAME:
HAJRA BUBERE

REMARK:

ROLLNO:
04

SIGNATURE:

TABLE OF CONTENT
Introduction:
Background
Research objective
Research methodology:
Research design
Sources of information
Data analysis and interpretation
Findings
Conclusions
Recommendations
Annexure:
Bibliography
Questionnaire

CONSUMER BEHAVIOUR

Consumer behavior is the study of when, why, how,

and where people do or do not buy a product. It blends elements
from psychology, sociology, social anthropology and
economics. It attempts to understand the buyer decision making
process, both individually and in groups. It studies
characteristics of individual consumers such as demographics
and behavioral variables in an attempt to understand people's
wants. It also tries to assess influences on the consumer from
groups such as family, friends, reference groups, and society in
general.
Also customer behavior study is based on consumer
buying behavior, with the customer playing the three distinct
roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behavior analysis as it has a keen
interest in the re-discovery of the true meaning of marketing
through the re-affirmation of the importance of the customer or
buyer.

RETAIL INDUSTRY IN INDIA

The Indian retail industry is divided into organized and

unorganized sectors. Organized retailing refers to trading
activities undertaken by licensed retailers, that is, those who are
registered for sales tax, income tax, etc. These include the
corporate-backed hypermarkets and retail chains, and also the
privately owned large retail businesses. Unorganized retailing,
on the other hand, refers to the traditional formats of low-cost
retailing, for example, the local kirana shops, owner manned
general stores, pawn/beedi shops, convenience stores, hand cart
and pavement vendors, etc.
Indias retail sector is wearing new clothes and with a three-year
compounded annual growth rate of 46.64 per cent, retail is the
fastest growing sector in the Indian economy. Traditional
markets are making way for new formats such as departmental
stores, hypermarkets, supermarkets and specialty stores.
Western-style malls have begun appearing in metros and secondrung cities alike, introducing the Indian consumer to an
unparalleled shopping experience

SHOPPING MALLS

Shopping malls are an emerging trend in the global arena. The

first thing that comes in our mind about the shopping malls is
that it is a big enclosed building housing a variety of shops or
products. According to historical evidence shopping mall came
in to existence in the middle age, though it was not called so.
The concept of departmental stores came up in the 19th century
with the Industrial Revolution. Costumers wanted a better
shopping experience and this demand gave rise to the emergence
of shopping malls in India.
Shopping malls contribute to business more significantly than
traditional markets which were used as simple convergence of
supply and demand. Shopping malls attract buyers and sellers,
and induce customers providing enough time to make choices as
well as recreational means of shopping .However, competition
between malls, congestion of markets and traditional shopping
centre has led mall developers and management to consider
alternative method to build excitement within customers. This
study examines the impact of growing congestion of shopping
malls in urban area son shopping conveniences and shopping
behavior. Based on the survey of urban shoppers, the study
analyses the cognitive attributes of the shoppers towards
attractiveness of shopping malls and intensity of shopping. The
result of the study reveals the ambiance of shopping mall,
assortment of stores; sales promotion and comparative economic
gains in the mall attract higher customer traffic to the malls.

OBJECTIVE OF STUDY

 To evaluate the number of times people visit shopping mall.

To find out the time spend by people at shopping mall.
To study the purpose of customers visit to shopping mall.

To understand whether customers are comfortable with the

range and product price provided at shopping malls.
To examine whether people are satisfied with the product
quality.

To study the customers preference regarding the mode of

payment at shopping mall.

RESEARCH METHODOLOGY
Research design:

Type of study: Descriptive

Nature of study:
Study involves quantification of data such as percentage, cross
tables and charts.
Type of questionnaire:
Structured questionnaire with close ended questions or limited
probing question were used to interview respondents and their
responses were used to draw findings and conclusions.
Type of questions:
Limited probing questions with fixed responses were used to
determine consumer behavior.
Types of analysis: Quantitative type

Sources of information:
Secondary sources:

The secondary data was collected by referring different books

and by visiting various websites.
Primary sources:
Interview method
Plan for primary data:
Research technology: Survey
Contact method: Personal interview
Research instrument: Questionnaire
Sampling plan:
Sampling method: Convenient sampling
Sampling size: 30

DATA ANALYSIS AND INTERPRETATION

Q1.Gender:

Responses
Male
Female

Respondent
10
20

Percentage
33%
67%

Gender

Female

67%
Male

33%

0% 10%
20% 30%
40% 50%
60% 70%

Interpretation: The above chart shows 33% are male and

67% are female.

Q2.Age:
Responses

Respondents

Percentage

15-19
20-30
30-50
50 above

20
7
1
2

67%
23%
3%
7%

Age
70%

67%

60%
50%
40%

23%

30%
20%

3%

10%
0%

15-19

20-30

30-50

7%
Above 50

Interpretation: The above chart shows 67% respondents fall

under the age of 15-19, 23% respondents fall under the age of
20-30, where as 3% respondents fall under the age of 30-50 and
remaining 7% respondents are above 50 years of age.

Q3. What is your monthly income?

Responses

Respondents

Percentage

5000-10,000
10,000-20,000
20,000-50,000
50,000 and above

7
5
8
10

23%
17%
27%
33%

Monthly Income

33%

23%
17%

27%

5000-10,000
10,00020,000
20,00050,000
50,000 and
above

Interpretation: The above chart shows that 23% respondents

monthly income is from 5000-10,000, 17% respondents monthly
income is from 10,000-20,000, 27% respondents monthly
income is from 20,000-50,000 and 33% respondents monthly
income is 50,000 and above.

Q4. Do you find any difference between shopping malls

and general store ?

Responses
Yes
No

Respondents
29
1

Percentage
97%
3%

Difference between shopping malls and general stores

3%
Yes
NO
97%

Interpretation: The above chart shows that 97% respondents

find difference between shopping malls and general stores
whereas 3% respondents do not find any difference.

Q5.How many times you visit a shopping mall in a month?

Responses
1 time
2 times
3 times
4 times

Respondents
19
8
3
0

Percentage
63%
27%
10%
0%

Visit to shopping mall

70%

63%

60%
50%
40%

27%

30%
20%

10%

10%
0%

0%
1 times

2 times

3 times

4 times

Interpretation: The above chart shows that 63% respondents

visit 1time in a month, 27% respondents visit 2 times in a
month, and 10% respondents visit 3times in a month.

Q6.Do you find malls which are located at good location?

Responses
Yes
No

Respondents
29
1

Percentage
97%
3%

Good location
3%
Yes
No
97%

Interpretation: The above chart shows that 97% respondents

prefer malls at good location where as 3% respondents dont
bother.

Q7.How much time you spend at shopping mall?

Responses
0.5
1.5
2.5
3.5
Above 4

Respondent
2
10
9
5
4

Percentage
7%
33%
30%
17%
13%

Time spend at shopping mall

33%
35%

30%

30%
25%

17%

20%
15%
10%

13%
7%

5%
0%

0.5

1.5

2.5

3.5

Above 4

Interpretation: The above chart shows that 7% respondents

visit for 0.5 hour, 33% respondents visit for 1.5 hour, 30%
respondents visit for 2.5 hour, 17% respondents visit for 3.5
hour and13% respondents visit above 4 hours.

Q8.What is the purpose of your visit to shopping mall?

Responses

Respondents

Percentage

Food and beverage

Music and
entertainment
Latest fashion and
clothing

20%

10%

20%

Life style products

27%

Consumer durable

23%

Purpose of visit
Food and beverages
23%
Latest fation & clothing
27%
Consumer durable

Music &entertainment
20%
Life style products
10%
20%

Interpretation: The above chart shows 20% respondents visit shopping

malls for food & beverage, 10% respondents visit for music &
entertainment, 20% respondents visit for latest fashion & clothing, 27%

respondents visit for life style products and 23% people visit for
consumer durable.

Q9.Do you like the pattern of selling of products at

shopping malls?
Responses
Yes
No

Respondents
30
0

Percentage
100%
0%

Pattern of selling of product

No

Yes
0%

20%

40%

60%

80%

100%

Interpretation: The above chart shows that 100% respondents

like the pattern of selling of product at shopping malls.

Q10.How much you are satisfied with the range and

product price provided by shopping malls?
Highly satisfied
Satisfied
Neither satisfied
nor dissatisfied
Dissatisfied
Highly dissatisfied

Respondents
2
13

Percentage
7%
43%

13
2
0

43%
7%
0%

Range and product price

0%
Highly dissatisfied
Dissatisfied

7%

Neither satisfied nor dissatisfied

43%

satisfied

43%

Highly satisfied

0%

7%

20%

40%

60%

Interpretation: The above chart shows that 7% respondents

are highly satisfied, 43% respondents are just satisfied, where as
43% respondents are neither satisfied nor dissatisfied and 7%
respondents are dissatisfied with the range and product price.

Q11.Do you like purchasing product at offer time only?

Responses
Yes
No
Cant say

Respondents
15
5
10

Percentage
50%
17%
33%

Purchasing at offer time only

60%
50% 50%
40%
33%

30%
20%

17%

10%
0%
Yes

No

Can't say

Interpretation: The above chart shows that 50% respondents

like to buy the products at offer time only, 17% respondents
dont like to buy products at offer time and remaining 33%
respondents are neutral.

Q12.Products available in shopping mall are of good

quality?

Responses
Strongly agree
Agree
Neither agree
nor disagree
Disagree
Strongly
disagree

Respondents
8
16

Percentage
27%
53%

5
1

17%
3%

0%

Product quality
strongly disagree
0%
Disagree
Neither agree nor disagree

3%
17%
53%

Agree
Strongly agree

27%

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

Interpretation: The above chart shows that 27% respondents strongly

agree that product available are of good quality,53% respondents
disagree ,17% respondents neither agree nor disagree, and 3%
respondents disagree that products are of good quality.

Q13.Do you face any problem at the payment counter ?

Responses
Yes
No
Cant say

Respondents
6
19
5

Percentage
20%
63%
17%

Problems at the payment counter

70%
60%
50%
40%
30%
20%
10%
0%

63%

20%

Yes

17%

No

Can't say

Interpretation: The above chart shows that 20% respondents

face problem at the payment counter where as 63% respondents

dont face any problem at the payment counter and remaining

17% respondents are neutral.

Q14.How do you make the payment at shopping mall?

Responses
Cash
Credit card

Respondents
25
5

Percentage
83%
17%

Mode of payment

17%

Cash
Credit card

83%

Interpreration: The above chart shows that 83% respondents

make payment through cash and 17% respondents make
payment by credit card.

Q15.Do you purchase daily necessary products from

shopping malls?
Responses
Yes
No

Respondents
17
13

Percentage
57%
43%

Purchase of daily necessary products

57%
60%
50%
40%
30%
20%
10%
0%

43%

Yes

No

Interpretation: The above char shows that 57% respondents

purchase daily necessary products where as 43% respondents
dont purchase daily necessary products from shopping mall.

Q16.What more fascinates you at shopping mall?

Responses
Membership card
Discount mailers
Lucky draw offers

Respondents
13
9
8

Percentage
43%
30%
27%

Things that fascinates

27%
43%

Membership
card
Discount
mailers
lucky draws

30%

Interpretation: The above chart shows that 43% respondents

get fascinated by membership card, 30% respondents get
fascinated by discount mailers and 27% respondents get
fascinated by lucky draws.

Q17.The behavior of sales person at shopping malls is

courteous.

Responses
Strongly agree
Agree

Respondents
3
21

Percentage
10%
70%

Neither agree
nor disagree
Disagree
Strongly
disagree

20%

0%

0%

Employees behaviour
80%
70%
60%
50%
40%
30%
20%
10%
0%

70%
10%

20%

Interpretation: The above chart shows 10% respondents strongly

agree that behavior of sales person is courteous, where as 70%
respondents just agrees and 20% respondents neither agree nor disagree.

Q18.There is ample parking space in a shopping mall ?

Responses
Strongly agree
Agree

Respondents
13
14

Percentage
43%
47%

Neither agree nor

disagree
Disagree
Strongly disagree

3
0
0

10%
0%
0%

Ample parking space

Strongly disagree
Disagree
Neither agree nor dis agree

10%

Agree
Strongly agree

47%
43%

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

Interpretation: The above chart shows 43% respondents

strongly agree that there is ample parking space, where as 47%
respondents just agrees and 10% respondents neither agree nor
disagree.

FINDINGS
Researcher has found that:

 97% respondents find difference between shopping malls and

general stores.
97% respondents prefer malls at good location.
63% respondents visit 1time in a month, 27% respondents visit 2
times in a month, and 10% respondents visit 3times in a month
7% respondents visit for 0.5 hour, 33% respondents visit for 1.5
hour, 30% respondents visit for 2.5 hour, 17% respondents visit
for 3.5 hour and 13% respondents visit above 4 hours
20% respondents visit shopping malls for food & beverage, 10%
respondents visit for music & entertainment, 20% respondents
visit for latest fashion & clothing, 27% respondents visit for life
style products and 23% respondents visit for consumer durable.
100% respondents like the pattern of selling of product at
shopping malls.
7% respondents are highly satisfied, 43% respondents are just
satisfied, where as 43% respondents are neither satisfied nor
dissatisfied and 7% respondents are dissatisfied with the range and
product price.
27% respondents strongly agree that product available are of good
quality , 53% respondents disagree ,17% respondents neither
agree nor disagree, and 3% respondents disagree that products are
of good quality.

 20% respondents face problem where as 63% respondents dont

face problem at the payment counter and remaining 17%
respondents are neutral.
83% respondents make payment through cash and 17%
respondents make payment by credit card.
43% respondents get fascinated by membership card, 30%
respondents get fascinated by discount mailers and 27%
respondents get fascinated by lucky draws.
10% respondents strongly agree that behavior of sales
respondents is courteous, where as 70% people just agrees and
20% respondents neither agree nor disagree
43% respondents strongly agree that there is ample parking space,
where as 47% people just agree and 10% respondents neither
agree nor disagree.

CONCLUSIONS
Researcher has concluded that presently there is a trend of
considerable increase of shopping malls in all metro cities, small

towns and a large section of middle class and upper middle class
people are coming for shopping for the following reason:
Customers conveniences for shopping items from food to
clothing, grocery to electronics are available under one roof.
Competitive price with seasonal discount and various gift
schemes.
Better environment and improved services.
Various options to the customers for choosing brand and
variety.

Availability of parking space.

RECOMMENDATION
These issues should be taken in to account:
The government should open up the retail sector by further
liberalizing foreign investment norms. This will not only

favour development in the retail sector in terms of design

concept, construction quality and providing modern amenities
but also will help in creating a consumer friendly
environment.
Should concentrate on events and promotional activities.
Increase in variety of food outlets.
Infrastructure of malls should be attractive so as to capture
more number of customers.
Should also provide ATM facility.

BIBLIOGRAPHY
http://www.scribd.com
http://www.facultyjournal.com