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 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 well-trained sales staff are regular features of these retailers.

Top Ten Retailers Worldwide Rank Retailer 1 2 3 Wall-Mart (USA) Carrefour Group (France) 8130 The Kroger Co. (USA) 3445 Stores No of stores owned Inc. 4178

4 5 6 7 8 9 10

The Home Depot, Inc. 1134 (USA) Royal Ahold (Netherlands) 7150 Metro AG (Germany) 2169 Kmart Corporation (USA) 2105 Sears, Roebuck and Co. 2231 (USA) Albertson's, Inc. (USA) 2512 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 Branded Stores Speciality Description Exclusive showrooms The Value Proposition either Complete range available product quality. choice to the

owned or franchised out by a for a given brand, Certified manufacturer. Focus on a specific consumer Greater

Stores Department Stores

need, carry most of the brands consumer, available.

comparison

between brands possible

Large stores having a wide One stop shop catering to 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. Discount Stores retail price through selling high volumes Hyper-mart and reaping the economies of scale. 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 Stores Shopping Malls Small located areas. An enclosure having different Variety of shops available formats of in-store retailers, all close to each other. under one roof. self-service in crowded formats Convenient location and urban extended operating hours. varied consumer needs. Stores offering discounts on the Low prices.

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

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.

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.
6

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 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.

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 1050 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.

Evolution of Indian Retail Industry 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 Textiles and clothings Jewellery Consumer Durables Footwear Food and personal care Non-Store retail Luggage, watches and tyre Books and music

Market Size (Rs. Crore) 4050 2,000-2,500 1500 1,300-7,500 1000 900 500 390

Retailing Formats in India Some of the prevalent relating formats in India include: Malls 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

10

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 can

11

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 Shoppers'

Current Format Department

New Formats. Experimenting With Quasi-mall

12

Stop Ebony Crossword Piramyd Pantaloon Subhiksha Vitan Foodworld Globus Bombay Bazaar Efoodmart Metro S Kumar's

Store Department Store Large bookstore Department Store Own store Supermarket Supermarket Food supermarket Department Store Aggregation of Kiranas Aggregation of Kiranas Cash and carry Discount store Small fashion stores Considering moving to self service Suburban discount store Hypermarket, Foodworld express brand Hypermarket Quasi-mall, food retail Quasi-mall, smaller outlets, adding food retail Corner shops

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 one-fourth 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

13

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. 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

14

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'. 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.
15

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 2012 The past 2-3 years have seen a number of development in the retailing business in India. The the market. Bigger players like Shoppers Stop are in a position to take advantage of their sizes in 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.entry of corporate houses like RPG, Tatas and Piramals have increased the capital availability in Various agencies have made different estimates of the size of organized market in 2012. The one thing in common amongst these estimates is that the Indian organized retailing industry will be very big in 2012. 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,

16

and development of retailing elsewhere, we present our perspectives and snapshots of organized retailing, as it would exit in 2012. 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 grwoh 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 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

17

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 2012, top retailers would be operating at least 3-4 formats.

The biggest challenge that the retailers will have to face would be of maintaining different brand
18

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

19

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

20

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. 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 twowheeler 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.
21

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, 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.

22

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?
6.

In shopping malls on which sector they spend the most.

23

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. 2. 3.

How to increase the conversion ratio of footfalls to buying in shopping mall? How to increase the footfalls in shopping malls? For what type of consumers, Shopping Mall should make its plans.

24

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, 2. Research approaches, 3. Research Instruments, 4. Sampling plan, and 5. Contact methods.

25

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.

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
26

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 Annexure-

SAMPLE PLAN The Sample Plan calls for three decision: Sampling Unit, Sample Size, Sampling Procedure.

CONSUMER SURVEY: Sample Unit: Consumers Sample Size:

1.

MGF Metropolitan Mall 30

27

2.

Sahara Mall 25

3. MGF Plaza 25 Total 80

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.

28

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 were too vague to deduct exact figures.

4. The DLF City Centre was not studied due to the permission problem.

29

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. 2.MGF Motors Pvt. Ltd. 3.MGF Automobiles Pvt. Ltd. 4. Capital Vehicle Sales Pvt. Ltd. 5. Compact Motors Ltd. 6. Kerala Cars Pvt. Ltd. 7.Omega Motors Pvt. Ltd. 8. The Motor and General Finance Ltd. 9.MGF (INDIA) Ltd. 10. India Lease Developments Ltd. 11.Jaybharat Credit Ltd. 12.Goodwill India Ltd. 13 MGF Services Ltd.

30

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 tieups 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. Above all, MGF takes special pride in its close association with millions of satisfied customers in every nook and corner of the country.

31

ANALYSIS
DATA ANALYSIS PREPARATION RETAILERS Do you agree that there is trend towards organised retail in India?
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?

32

50 40 30 20 10 0

50

0 YES NO

33

How do you perceive the development of Shopping malls in Delhi and NCR Region?
45 40 35 30 25 20 15 10 5 0 45

5 Healthy Tre nd Unhealthy Trend

What according to you is the purpose of the customers visit to the Shopping Malls?
50 40 30 20 10 0 Yes No 5 8 10 5 12 45 50 38 45

42

40

Food and Be verage s Life style products Choos ing gifts

Music and Entertainm ent Lates t Fas hion and Clothing Cons um er Durable

34

What according to you are the reasons for buying at that particular shopping mall (Please rank them in order of preference?)

5 4 3 2 1 0 2 1 3 5 4

Nearness to house/locality Good range available Friendly shopkeeper/ good relations Good ambience Good bargain

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

35

Do shopping malls have the following advantages?

50 45 40 35 30 25 20 15 10 5 0 Yes No 2 0 0 18 18 11 32 32 48 50 39 50

Tim e Factor Discount schem es 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

36

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

37

CONSUMER BUYING BEHAVIOUR IN METROPOLITIAN MALL

1. Age group in Metropolitan mall.

Below 20 yrs. 50

20-25 yrs. 90

25-35 yrs. 90

35 yrs.& above 35

age group in metropolitan mall

35 50 Below 20 yrs. 20-25 yrs. 25-35 yrs. 35 yrs.& above

90 90

38

2. Category of consumers in the age group of below 20 years HOME STUDENT 35 BUSINESS 0 PROFESSION 0 SERVICES 15 MAKER 0

0% 30% STUDENT BUSINESS PROFESSSION 0% 0% 70% SERVICES HOMEMAKERS

3. Frequency of visit to the mall of age group below 20 yrs.

Everyday 5

Once in a week 35

Twice in a week 5

Any other 5

10% 10%

10% Everyday Once in a week Twice in a week Any other 70%

39

4. Purpose to come to shopping mall of age group below 20yrs.

Fun & Entertainment 40

Family Outing 0

Shopping 5

Eatings 5

10% 0%

10%

Fun & Entertainm ent Fam O ily uting Shopping 80% Eatings

5. Annual Household Income in the age group below 20 yrs.

Below Rs.2Lakhs 5

Rs.2-5Lakhs 40

Rs. 5-10Lakhs 5

Rs. 10Lakhs & Above 0

10% 0% 10% Below Rs.2Lakhs Rs.2-5Lakhs Rs. 5-10Lakhs Rs. 10Lakhs & Above 80%

40

6.

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

30%

0%

10%

Up to Rs. 200 Rs.200-500 Rs.500-2500

60%

Rs.2500 & Abov e

7. Sectors on which they spend the most below 20yrs. Consumers. Food & Apparels 5 Beverages 5 Beauty Products 0 Music & Entertainment 40 Gifts & Watches 0
A p re p a ls 0 % 0 % 1% 0 1% 0 0 % 8% 0 F o &B v ra e od ee g s B a ty P d cts eu ro u Ms & u ic E te in e t n rta m n G &W tch s ifts a e S o wa p rts e r

Sportswear 0

8. Favorite shopping mall on M.G.Road.

41

Metropolitan Mall 45

Sahara Mall 5

MGF Plaza 0

10%

0% Metropolitan Mall Sahara Mall MGF Plaza 90%

9. Category of consumers of age group 20 25 yrs. Student 30 Business 5 Professional 35 Services 20 Homemaker 0

22%

0% 33% Student Business Professional Services Homemaker

39%

6%

10. How often they come to shopping mall. Everyday 10 Once in a week 60 Twice in a week 15
42

Any other 5

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

Shopping 33% 0% 11% Fun & Entertainment Eating 56% Family Outing

12. Annual households income. Below 2 lakhs 15 2- 5 lakhs 65 5 - 10 lakhs 5 Rs. 10 lakhs & above 5

43

6%

6%

17%

71%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

13. Spend per visit in shopping mall. Up to Rs.200 5 Rs.200-500 60 Rs.500-2500 20 Rs.2500 & Above 5

6% 22%

6% Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above 66%

14. Categories on which they spend the most. Music & Apparels Food & Beverages 5 15 Entertainment 60
44

Gifts & Sportswear 5 Watches 5

Apparels 6% 6% 6% Food & Bev erages 16% M usic & Entertainm ent 66% Sportsw ear G &W ifts atches

15.Favourite shopping mall on M.G.Road. Metropolitan Mall 70 Sahara Mall 10 MGF Plaza 10

11%

11% Metropolitan Mall Sahara Mall MGF Plaza 78%

16.Category Of the consumers of age group between 25 35 yrs. Student 0 Business 10 Professional 35 Services 30 Homemaker 15

45

17%

0% 11% Student Business Professional 39% Services Homemaker

33%

17. How often they come to shopping mall.

Everyday 0

Once in a week 70

Twice in a week 5

Other 15

17% 6%

0% Everyday Once in a week Twice in a week 77% Other

18. Annual households income. Below 2 lakhs 11%2- 5 lakhs 5 - 10 lakhs 10, 10, 11% 10 55 15 15, 17%
55, 61%
46

B elow2 lakhs

Rs. 10 lakhs & above 2- 5 lakhs 10

5 - 10 lakhs R 10 lakhs & s. above

19. Spend per visit in shopping mall. Up to Rs.200 0 Rs.200-500 40 Rs.500-2500 45 Rs.2500 & Above 5

6%

0% 44% Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above

50%

20. Favorite shopping mall on M.G.Road. Metropolitan Mall Sahara Mall

47

MGF Plaza

75

10

11%

6% Metropolitan Mall Sahara Mall MGF Plaza 83%

221. Category of consumers of age group 35 and above. Student 0 Business 5 Professional 5 Services 20 Homemaker 5

14%

0%

14% 14% Student Business Professional Services Homemaker

58%

22. How often they come to shopping mall. Everyday 0 Once in a week 5 Twice in a week 0 Other 30

48

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

Shopping Fun & Entertainment Eating Family Outing

15

20

25 30

24. Annual household income. Below 2 lakhs 0 2- 5 lakhs 25 5 - 10 lakhs 10 Rs. 10 lakhs & above 0

49

0% 29% 0% Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 71% Rs. 10 lakhs & above

25. Spend per visit in shopping mall. Up to Rs.200 5 Rs.200-500 15 Rs.500-2500 10 Rs.2500 & Above 5

14%

14%

Up to Rs.200 Rs.200-500 Rs.500-2500 43% Rs.2500 & Above

29%

26. Favourite shopping mall on M.G.Road. Metropolitan Mall 10 Sahara Mall 15 MGF Plaza 10

50

29%

29% Metropolitan Mall Sahara Mall MGF Plaza 42%

51

Consumer Buying Behavior in Sahara Mall 1. Age group of consumers in Sahara Mall. Below 20 yrs. 20 20-25 yrs. 35 25-35 yrs. 85 35 yrs.& above 125

age group
8% 47%

13%

Below 20 yrs. 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% 47%

9% 19%

19%

Student Business Professional Services Homemaker

3. How often Homemaker visit the Sahara mall.

Everyday 0

Once in a week 35

Twice in a week 15
52

Other 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 5 - 10 lakhs 25 Rs. 10 lakhs & above 10

8% 20%

12%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above

60%

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

53

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

0%

20% 8%

Apparels Food & Bev erages Households Sportswear

72%

7. What attracts them to come to shopping mall? Branded Shops 10 Discount Schemes 100 Ambience & Facilities 15
54

Entertainment 0

B ne Sos ra d d h p 1% 2 0 % 8 % D isco n ut S e e ch m s A b n & m ie ce F cilitie a s E te in e t n rta m n

8% 0

8. Favourite shopping mall of homemakers on M.G. road. Metropolitan Mall 15 Sahara Mall 85 MGF Plaza 25

20%

12%

Metropolitan Mall Sahara Mall MGF Plaza

68%

9. How often Consumers (Services) visit the Sahara mall. Everyday 0 Once in a week 35 Twice in a week 5
55

Other 10

2 0% 1% 0

0%

Ev ryd e ay O ce in a w e n ek T ice in a w ek w e 7% 0 O e th r

10. How much service consumers spend in Sahara Mall. Up to Rs.200 0 Rs.200-500 15 Rs.500-2500 30 Rs.2500 & Above 5

10%

0%

Up to Rs.200

30%

Rs.200-500 Rs.500-2500 Rs.2500 & Above

60%

56

11. On which sector service consumers spend the most. Apparels 5 Food & Beverages 5 Households 40

1% 0

1% 0

A p re p a ls F o & B v ra e od ee g s H u h ld o se o s

8% 0

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% 64%

Metropolitan Mall Sahara Mall MGF Plaza

13. On which sector professional consumers spend the most.

57

Apparels 10

Food & Beverages 5

Households 35

20 % Ap rels pa 10 % 7% 0 Fo d & Be e es o v rag H useh o olds

14. How much professionals spend in Sahara Mall. Up to Rs.200 0 Rs.200-500 15 Rs.500-2500 30 Rs.2500 & Above 5

10%

0%

Up to Rs.200

30%

Rs.200-500 Rs.500-2500 Rs.2500 & Above

60%

58

15. Annual household income of professionals. Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 0 35 15

Rs. 10 lakhs & above 0

0 % 3% 0 0 %

B lo 2 la s e w kh 2 5 la s kh 5 - 1 la s 0 kh 7% 0 R 1 la s & s. 0 kh a oe bv

16. How often professionals visit Sahara Mall. Everyday Once in a week Twice in a week 0 5 5

Other 40

0%

10%

10%

Everyday Once in a week Twice in a week Other

80%

59

17. Favourite shopping mall on M.G.Road of Professionals. Metropolitan Mall 35 Sahara Mall 10 MGF Plaza 5

Favourite shopping mall

5 10 Metropolitan Mall Sahara Mall MGF Plaza

35

18. On which sector Business class consumers spend the most. Apparels 10 Food & Beverages 5 Households 10

20% 40% Apparels Food & Beverages Households 40%

60

How often they come (Business Class) come to shopping mall. Everyday Once in a week Twice in a week 0 5 0

Other 20

0%

20% 0%

Ev eryday O nce in a w eek T ice in a w w eek O ther

80%

20. Annual household income of Business Class consumers. Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above 0 10 15 0

0% 0% 40% 60%

Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs R 10 lakhs & s. abov e

21. How much business class consumers spend in Sahara Mall. Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above
61

20

0% 20% 0% U to R p s.200 R s.200-500 R s.500-2500 80% R s.2500 & Abov e

22. Favourite shopping mall on M.G.Road of Business class Consumers. Metropolitan Mall 15 Sahara Mall 5 MGF Plaza 5

20%

M etropolitan M all S ahara M all 60%

20%

M FP a G laz

62

23. How often students visit the Sahara Mall. Everyday Once in a week Twice in a week 0 0 0
0 % 0 % 0 %

Other 15

Ee a v ryd y O ce in aw e n ek T ice in a w e w ek

10 0%

O e th r

24. How much student consumers spend in Sahara Mall. Up to Rs.200 Rs.200-500 Rs.500-2500 0 5 10
0% 0% 33%

Rs.2500 & Above 0

Up to Rs.200 Rs.200-500 Rs.500-2500

67%

Rs.2500 & Above

63

25. Annual household income of student consumers. Below 2 lakhs 2- 5 lakhs 5 10 lakhs 0 10 5

Rs. 10 lakhs & above 0

0% 33% 0% Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 67% Rs. 10 lakhs & above

26. On which sector students consumers spend the most. Apparels 10 Food & Beverages Households 5 0

33%

0% Apparels Food & Bev erages 67% H ouseholds

64

27. Student favourite shopping mall on M. G. Road.

Metropolitan Mall 15

Sahara Mall 0

MGF Plaza 0

0% 0% M etropolitan M all Sahara M all 100% M F Plaza G

65

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.

56%

37%

35 & Above

2. Category of consumers in MGF Plaza. Student Business Professional 5 50 25

Services 20

Homemaker 115

Category

2%

23%

54% 9%

12%

Student Business Professional Services Homemaker

66

3. How much Homemakers spend in the MGF Plaza. Up to Rs.200 0 Rs.200-500 5

0% 4% 22% U to R p s.200 R s.200-500 R s.500-2500 74% R s.2500 & Abov e

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

22%

0% H ome furnishing Electronic Items 78% Food & Bev erages

67

5. Annual household income of homemaker consumers. Below 2 lakhs 0 2- 5 lakhs 50 5 - 10 lakhs 45 Rs. 10 lakhs & above 20

Below 2 lakhs 17% 0% 44% 2- 5 lakhs 5 - 10 lakhs 39% Rs. 10 lakhs & abov e

7 6. How often homemakers visit the shopping mall. Everyday 0 Once in a week 15 Twice in a week 0 Other 100

0%

13% 0% Ev eryday O nce in a w eek T ice in a w w eek O ther

87%

68

7. Homemakers favourite shopping mall on M. G. Road.

Metropolitan Mall 5

Sahara Mall 80

MGF Plaza 20

19%

5% M etropolitan M all Sahara M all M F Plaza G 76%

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

0% 0% 50% 50% Up to Rs.200 Rs.200-500 Rs.500-2500 Rs.2500 & Above

69

9. On which sector business class consumers spend the most. Home furnishing 35 Electronic Items 15 Food & Beverages 0

15, 30%

0, 0%

Home furnishing Electronic Items 35, 70% Food & Bev erages

10. Annual household income of business class consumers. Below 2 lakhs 0 2- 5 lakhs 25 5 - 10 lakhs 15 Rs. 10 lakhs & above 10

20%

0% Below 2 lakhs 2- 5 lakhs 50% 5 - 10 lakhs Rs. 10 lakhs & above

30%

11. How often business class consumers visit the mall.

70

Everyday 0

Once in a week 5

Twice in a week 0

Other 45

0%

10% 0% Everyday Once in a week Twice in a week Other

90%

12. Business class favourite shopping mall on M. G. Road.

Metropolitan Mall 25

Sahara Mall 15

MGF Plaza 10

10, 20% 25, 50% M etropolitan M all Sahara M all M F Plaz G a

15, 30%

13. How much professionals consumers spend in the MGF Plaza.

71

Up to Rs.200 0

Rs.200-500 0

Rs.500-2500 20

Rs.2500 & Above 5

0% 20% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 80% Rs.2500 & Abov e

14. How often professional consumers visit the mall. Everyday 0 Once in a week 5 Twice in a week 0 Other 20

0%

20% 0%

Everyday Once in a week Twice in a week Other

80%

15. Annual household income of professional consumers. Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs Rs. 10 lakhs & above
72

20

0% 20% 0% Below 2 lakhs 2- 5 lakhs 5 - 10 lakhs 80% Rs. 10 lakhs & above

16. On which sector professional consumers spend the most. Home furnishing 20 Electronic Items 5 Food & Beverages 0

52% , 0

00 , % H e fu ish g om rn in 2 80 0, % E tro ic Item lec n s F d& oo B v ra es ee g

17. Professionals favourite shopping mall on M. G. Road.

Metropolitan Mall 20

Sahara Mall 2
73

MGF Plaza 3

31 % , 2 28 , % 2 ,8 % 0 0 M tro o n e p lita M ll a S h ra M ll aa a M FP z G la a

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

0% 25% 0% Up to Rs.200 Rs.200-500 Rs.500-2500 75% Rs.2500 & Above

74

19. How often service consumers visit the mall. Everyday 0 Once in a week 0 Twice in a week 0 Other 20

0% Everyday Once in a week Twice in a week Other 100%

20. On which sector services consumers spend the most. Home furnishing 10 Electronic Items 10 Food & Beverages 0

00 , % 1 ,5 % 0 0 1 ,5 % 0 0 H m fu ish g o e rn in E c n Ite s le tro ic m Fo & od B v ra e ee g s

75

21. Annual household income of service class consumers. Below 2 lakhs 0 2- 5 lakhs 10 5 - 10 lakhs 10 Rs. 10 lakhs & above 0

0 % 0 % 5% 0 5% 0

B lo 2 la s e w kh 2 5 la s kh 5 - 1 la s 0 kh R 1 la s & s. 0 kh a oe bv

22. Service class consumers favourite shopping mall on M. G. Road.

Metropolitan Mall 2

Sahara Mall 10

MGF Plaza 8

1% 0 4% 0 5% 0 M tro o n M ll e p lita a S h ra M ll aa a M F P za G la

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

76

0 % 0 % 0 % U to R 0 p s.2 0 R 0 -5 0 s.2 0 0 R 0 -2 0 s.5 0 5 0 10 0% R 5 0&A o e s.2 0 bv

24. On which sector student consumers spend the most. Home furnishing 0 Electronic Items 0 Food & Beverages 5

0 % 0 % H m fu ish g o e rn in E ctro ic Ite s le n m 1 0% 0 F o & B v ra e od ee g s

25. How often student consumers visit the mall. Everyday 0 Once in a week 0 Twice in a week 0 Other 5

77

0% 0% 0% Ev eryday O nce in a w eek T ice in a w w eek 100% O ther

26. Student consumers favorite shopping mall on M. G. Road.

Metropolitan Mall 5

Sahara Mall 0

MGF Plaza 0

0 % 0 % M tro o n M ll e p lita a S h ra M ll aa a 10 0% M F P za G la

78

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

1% 0 2% 1 4% 7 2% 2

PR V M tro o n e p lita M ll a S o p rs hpe S p to s M D n ld c oa

2. Perception of Metropolitan Mall as a Brand. Good Eating Place 75 Good place for family shopping 25 Good entertainment place 165

G ood Eating Place 28% G ood place for fam shopping ily G ood entertainm ent place

63%

9%

79

Which factors attracts to come to shopping mall. Branded Shops Sales Services & Facilities 50 20 45

Fun & Entertainment 150

19% 8% 56% Branded Shops Sales 17% Services & Facilities Fun & Entertainment

4. What motivates the consumer to the shopping mall? Promotional Self Motivation Advertisements Activities 50 30 35

Friends & Relatives 150

19% 11% 57% 13% Self Motiv ation Adv ertisements Promotional Activ ities Friends & Relativ es

CONSUMER BRAND PERCEPTION IN SAHARA MALL

80

1. Brand image of Sahara Mall in consumers? Big Bazaar Haldirams Pantaloons 150 5 10

Sahara Mall 100

38% Big Bazaar Haldirams Pantaloons Sahara Mall

4% 2%

56%

2. Perception of consumers of Sahara Mall as a Brand. Good eating place 15 Middle Class mall 150 Family shopping mall 100

6% 38% 56%

Good eating place Middle Class mall Family shopping mall

3. What factors attracts to come to shopping mall. Branded Sales Services & Facilities Food & Entertainment
81

Shops 25

165

25

50

19% 9%

9%

Branded Shops Sales Serv ices & Facilities Food & Entertainment

63%

4. What motivates the consumer to the shopping mall? Promotional Self Motivation Advertisements Activities 0 100 15

Friends & Relatives 150

Self Motiv ation 0% 38% 56% 6% Adv ertisements Promotional Activ ities Friends & R elativ es

82

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

7%

23%

MGF Plaza MGF Arcus Complete Homefurnishing Mall

70%

2. Perception of consumers of MGF Plaza as a Brand. Good eating place Good Place for fun 15 0 Family shopping mall 200

7% 0% Good eating place Good Place for fun Family shopping mall 93%

83

3. What factors attracts to come to shopping mall. Branded Home furnishing Shops Items Services & Facilities 25 150 25

Food & Entertainment 15

B ne Sos ra d d h p 1% 2 7 % 1% 2 H m fu ish g o e rn in Ite s m S rv s & e ice F cilitie a s Fo & od E te in e t n rta m n

6% 9

4. What motivates the consumer to the shopping mall? Promotional Self Motivation Advertisements Activities 10 15 15

Friends & Relatives 175

S M ation elf otiv 5% 7% 7% A ertisem dv ents P rom tional o A ities ctiv Friends & R tiv ela es

81 %

84

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

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. Consumers in mall are mostly Brand oriented regarding any thing. Consumers accept that this mall is the best place for fun & entertainment and it is a good food joint.

2.
3.

4. Consumers mostly motivates to come to the shopping mall by friends and relatives.

85

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.
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. 2. 3.

As a brand, the Sahara Mall is famous mall for the middle class due to the Big Bazaar. Big Bazaar, Pantaloon, and Haldiram are the most popular among the consumers 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: 86

1.

Consumers come for the purchase of branded electronic items and home furnishing items. Consumers in the mall were the only serious buyers and they dont come for the entertainment. Consumers spend the money more than Rs. 2500

2.

3.

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. As a brand in shopping malls, consumers said that Plaza is best for all necessary home items like electronics and furniture.

3.

Research findings of 80 consumers analysis

1. 2. 3. 4.

Metropolitan Mall is very famous in the age group of consumers of 20 35 yrs. Due to PVR and ambience, it is the best place for entertainment and fun. Due to good food joints, Metropolitan Mall is the best place for eating. 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.

87

CONCLUSION

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 third-party buying offices to establishing their own wholly owned / wholly managed sourcing & buying offices shall
88

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.

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 30 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 25 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.

3.

Survey among the 25 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.
89

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.

90

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 and 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.

91

BIBLIOGRAPHY
Supermarket Key Attributes and Location Decisions by Daniel Serra BOOKS Payne WEBSITES www.businessworld.com www.saharaindia.com www.mgfindia.com 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

92

ANNEXURES

1.

QUESTIONNAIRE

FOR

CONSUMER

BUYING

BEHAVIOUR IN SHOPPING MALLS. 2. QUESTIONNAIRE FOR RETAILERS.

93

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 (c) Twice in a week (d) Any other

94

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 Latest Fashion and Clothing 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

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 Good Eating Place Good Place for Family Shopping Branded Shops Sales and Promotional Activities Services and Facilities Fun and Entertainment Self Motivation Better Bargaining
95

Sahara Mall

Metropolitan Mall

MGF Plaza

Friends and Relatives Exposure to New Trends and Fashion Emotional Satisfaction Advertisements

96

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

97

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 Latest Fashion and Clothing 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

98

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 and variety. Organized shops with international ambience &air condition allaround. Yes No

Q.8 Do you think India has a potential in the Retail industry? Yes No

99

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

100