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PROJECT REPORT ON

A STUDY OF CONSUMER BUYING BEHAVIOUR IN SHOPPING MALLS IN LUDHIANA CITY

SUBMITTED TO:Punjab Technical University, Jalandhar the fulfillment of the requirement of two years full time degree of Master of Business Administration.
(Session 2009-2011)

Submitted By: Rajni Rani University Roll no. 94782237710

Khalsa Institute of Management and Technology for Women,


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Civil Lines Ludhiana


ACKNOWLEDGEMET Working on this project has been both challenging and an interesting job for me. The hurdles met during this study were made into challenges to be met by those who guides my way through. I am also privileged to express my regards and affection to other persons and cooperation in passing the needy information for the development of this project was a never ending source of encouragement. I wish to express my deep gratitude to Ms. Aarti for acting as a guide and providing me with continuous support and guidance. This report could not have been completed without the inputs and the words of advice from him for which I shall always remain grateful to him. Last but not least I am deeply indebted to my presents for their belied and pride in me that have met me what I am today.

Rajni Rani

PREFACE In order to make the students competent, all students are required to make a real time project work. This exposure to real life situation given an insight to the students about what problem he/she can expect to face during his carrier. The Project aims to preference of consumers towards shopping malls. The consumer survey revealed that working and official men in Ludhiana market. In this project a sample size of 50 respondents were selected for knowing their perception regarding shopping malls. A broad finding of consumer survey revealed that the consumers now days are shifting their preferences towards interest in all segment Rajni Rani

CONTENTS

Sr.No. 1

Items

Page No. 1-20

Introduction Review of Literature Objectives Research Methodology Analysis and Interpretation Suggestions & Conclusion Bibliography Annexure

21-22

23-24

25-30

31-46

49-50

51-52

53-56

CHAPTER I INTRODUCTION
SHOPPING MALL A shopping mall (or simply mall), shopping center, or shopping arcade is a building or set of buildings that contain stores, with interconnecting walkways enabling visitors to easily walk from store to store. The walkways may be enclosed A shopping mall is a building or set of buildings that contain stores and have interconnecting walkways that make it easy for people to walk from store to store. The walkways may or may not be enclosed. In the United Kingdom and Australia these are called shopping centers or shopping arcades Shopping mall Collection of independent retail stores, services, and parking areas constructed and maintained by a management firm as a unit. It is a 20th-century adaptation of the historical marketplace. In the U.S., postwar migration from cities to suburbs and increased automobile use created a perceived need for centralized shopping facilities. The urban shopping arcade developed out of the need for shelter from the weather; Buffalo, N.Y., and Cleveland, Ohio, have charming trussed and glass-roofed examples. The next generation of shopping malls, the large regional centre sited in a vast sea of parking lots, bears little resemblance to its small,

arcaded ancestors. Two of the world's largest malls are the West Edmonton Mall in Alberta, Canada, and the Mall of America in Bloomington, Minn. In recent years large shopping malls have attempted to rev The rapid, post World War II ascendancy of the shopping centerof which malls are the largest and most important typerepresented the confluence of

demographic, technological, and institutional trends affecting the retailing of goods and services that had been under way since the late nineteenth century. A long-term demographic shift toward the concentration of population in urban areas, as well as a steady rise in per capita income, had culminated in the exodus of many middle-class households from increasingly crowded inner cities to the more spacious suburban developments that began to surround metropolitan areas. EARLY SHOPPING CENTERS At the heart of this culture was the shopping malla centrally owned and managed cluster of architecturally unified retailing spaces designed to accommodate automobile access on its periphery while restricting traffic to pedestrians in its core. Malls had their precursors in the public marketplaces of the colonial and early national periods and the enclosed arcades of midnineteenth-century Europe. The malls' design, construction, and

management, however, reflected not only the symbiosis of peculiarly American circumstances, but also the rise of an aggressive new breed of entrepreneur who flourished in the postwar suburban landscape: the real estate developer. 7

Perhaps the earliest planned shopping district in the United States was built in 1916 in Lake Forest, Illinois, a Chicago suburb, but more influential was Country Club Plaza in Kansas City, Missouri, designed by J. C. Nichols in 1922 as an integral part of a wider suburban community. Although some shopping centers were built in the 1930s (Highland Park Village, Dallas, 1931; River Oaks Center, Houston, 1937), and a few visionary developers like Don M. Casto of Columbus, Ohio, promoted them as the wave of the future, the Depression and World War II delayed their full emergence.

ENCLOSED REGIONAL MALLS At war's end there were only a few hundred shopping centers in existence. By 1958, just a little over a decade later, there were nearly three thousand, although the over-whelming majority (then as half a century later) were what later became known as strip centers: a row of shops with parking in front, usually anchored by a major store, such as a supermarket or a large "fiveand-dime." Many large DEPARTMENT STORES, nearly all of which were located in the central business districts (CBDs) of cities or on Main Street in smaller towns, were at first reluctant to establish major branches on the suburban periphery, preferring to let customers travel to their longestablished locations instead. The man who broke this deadlock and thus pioneered the next stage of shopping center design was Victor Gruen, an Austrian-born Nazi refugee.

Gruen belonged to a reform-minded wave of urban design theorists who were helping to plan many new suburban communities like Levittown, New York, and after the war he quickly became known as the nation's premier designer of shopping centers. Having identified shopping as a vital part of public experience in modern America, Gruen designed shopping centers that were intended to be, as he put it, "crystallization points for suburbia's community life," both as functional marketplaces and as nodes of cultural and recreational activity. From the outset, however, Gruen relied on department stores to assume a key role in shopping center development. He designed his first shopping center for a department store, Milliron's, in suburban Los Angeles in 1947, and in 1954 his innovative two-level, open-air design for Northland Mall in Detroit was underwritten by a development consortium of two major Midwestern department store chains, Dayton's of Minneapolis and Hudson's of Detroit. The South dale Mall opened there in 1956, and Gruen designed. It to feature not one but two department stores, each anchoring opposite ends of the two-level mall and separated in the middle by a central court. But even more portentously, Gruen's South dale was the first completely enclosed mall, sealing consumers inside a controlled and secure shopping environment.

Urban Malls Such regional mallsfeaturing 300,000-plus square feet of spacesought to attract customers from wide geographic areas, and their rapid proliferation in 9

the 1960s represented competition that overwhelmed older downtown retail districts. (See sidebar.) By the 1970s, however, critics of suburban mall development (who by now included Victor Gruen) helped spur a trend toward locating new malls back in CBDs as centerpieces of urban revitalization projects. Sunbelt developers like John Portman of Atlanta (the Omni) and Gerald D. Hines of Houston (the Galleria) pioneered in the design and construction of multi-use mall facilities that included offices, hotels, and atrium shops. Long-time designer-developer James Rouse's successful renovations of Boston's Faneuil Hall Marketplace (1976), Baltimore's Harborplace (1980), and New York City's South Street Seaport (1983) received national acclaim despite criticism of the apparent commercial gentrification they propelled.

A Questionable Future By the 1990s, with nearly forty thousand shopping centersof which almost two thousand were regional mallssigns of an oversaturated and changing market became evident: older malls were in decline; discount retailers like Wal-Mart and the advent of e-commerce were making deep inroads into mall sales; and the shift of women into the workplace had eroded malls' customer base. Hailed as the signature structures of postwar American affluence not long before, these cathedrals of consumption thus entered the new millenium facing an uncertain future.

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HISTORY Indoor multi-vendor shopping is not a recent idea. Isfahan's Grand Bazaar, which is largely covered, dates from the 10th century A.D. The 10 kilometer long covered Tehran's Grand Bazaar also has a very old history. The Grand Bazaar of Istanbul was built in 15th century and is still one of the largest covered markets in the world with more than 58 streets and 4000 shops. The Oxford Covered Market in Oxford, England was officially opened on 1 November 1774 and is still going strong today. The Burlington Arcade in London was opened in 1819. The Arcade in Providence, Rhode Island introduced the concept to the United States in 1828. The Galleria Vittorio Emanuele II in Milan, Italy followed in the 1860s and is closer to large modern malls in spaciousness. Many other large cities created arcades and shopping centers in the late 19th century and early 20th century, including the Cleveland Arcade and GUM in Moscow in 1890. Early shopping centers designed for the automobile include Market Square, Lake Forest, Illinois (1916) and Country Club Plaza, Kansas City, Missouri (1924). In the mid-20th century, with the rise of the suburb and automobile culture in the United States, a new style of shopping center was created away from city centers. The concept was pioneered by the Austrian-born architect Victor Gruen. The new generation called malls included Northgate Mall, built in north Seattle, Washington, USA in 1950, Gruen's Northland Shopping Center, built near Detroit, Michigan, USA in 1954, and the South dale Center, the first fully enclosed mall, which opened in the Twin Cities 11

suburb of Edina, Minnesota, USA in 1956. In the UK, Chrisp Street Market was the first pedestrian shopping area built with a road at the shop fronts. A very large shopping mall is sometimes called a megamall . The title of the largest enclosed shopping mall was held by the West Edmonton Mall in Edmonton, Alberta, Canada for 20 years. Beijing's Golden Resources Shopping Mall, opened in October 2004, is the world's largest, at 600,000 m (approximately 6 million square feet). Berjaya Times Square in Kuala Lumpur, Malaysia, is advertised at 700,000 m. SM Mall of Asia in the Philippines, opened in May 2006, is the world's third largest at 386,000 square meters of gross floor area with further expansions still ongoing. The Mall of Arabia inside Dubai land in Dubai, United Arab Emirates, which will open in 2008, will become the largest mall in the world, at 929,000 square meters (10 million sq. feet). Mall can refer to a shopping mall, which is a place where a collection of shops all adjoin a pedestrian area, or an exclusively pedestrian street, that allows shoppers to walk without interference from vehicle traffic. Mall is generally used in North America and Australasia to refer to large shopping areas, while the term arcade is more often used, especially in Britain, to refer to a narrow pedestrian-only street, often covered or between closely spaced buildings. A larger, often only partly covered but exclusively pedestrian shopping area is in Britain also termed a shopping precinct or pedestrian precinct. The majority of British shopping centers are in town centers, usually inserted into old shopping districts, and surrounding by 12

subsidiary open air shopping streets. A number of large out-of-town "regional malls" such as Meadow hall were built in the 1980s and 1990s, but there are only ten of them or so and current planning regulations prohibit the construction of any more. Out-of-town shopping developments in the UK are now focused on retail parks, which consist of groups of warehouse style shops with individual entrances from outdoors. Planning policy prioritizes the development of existing town centers, although with patchy success CLASSES OF MALLS In many cases, regional and super-regional mall exist as parts of large superstructures which often also include office space, residential space, amusement parks and so forth. This trend can be seen in the construction and design of many modern super malls such as Cavalier Mall in Turkey. Regional mall A regional mall is a shopping mall which is designed to service a larger area than a conventional shopping mall. As such, it is typically larger with square feet to square feet gross leasable area with at least 2 anchors, and offers a wider selection of stores. Given its wider service area, these malls tend to have higher-end stores that need a larger area in order for their services to be profitable. Regional malls are also found as tourist attractions in vacation areas.

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Dead malls and new trends In the U.S, as more modern facilities are built, many early malls have become largely abandoned, due to decreased traffic and tenancy. These "dead malls" have failed to attract new business and often sit unused for many years until restored or demolished. Interesting examples of architecture and urban design, these structures often attract people who explore and photograph them. This phenomenon of dead and dying malls is examined in detail by the website Deadmalls.com, which hosts many such photographs, as well as historical accounts. In parts of Canada, it is now rare for new shopping malls to be built, as outdoor outlet malls or big box shopping areas known as power centers are now favored, although the traditional enclosed shopping mall is still much in demand by those seeking weather-protected, all-under-one-roof shopping.

Legal issues One controversial aspect of malls has been their effective displacement of traditional main streets. Many consumers prefer malls, with their spacious parking garages, well-maintained walkways, and private security guards, over public streets, which often suffer from limited parking, poor

maintenance, and limited police coverage. In response, a few jurisdictions, notably California, have expanded the right of freedom of speech to ensure that speakers will be able to reach consumers 14

who prefer to shop within the boundaries of privately owned malls. See Prune yard Shopping Center. However, most states defer to the property rights of mall owners to prevent expressions of political speech. For example, New York state law upheld the arrest of a 61-year-old man in a mall near Albany who refused to take of his t-shirt that said "Give Peace a Chance" or to leave. The United States Supreme Court has upheld state laws like that in California to expand the right of free speech in malls and balance it with the rights of shopping mall owners to utilize their property as they see fit.

Shopping Centers Types Based in part on criteria established by the International Council of Shopping Centers 1. Arcade: A type of enclosed urban shopping center popular in the 19th century, typically with an arched glass roof and two rows of shops either side of a pedestrian passageway, which often connected two parallel streets 2. Community center: A shopping center of 100,000 to 350,000 square feet GLA, typically anchored by a one or two discount department, drug, or home improvement stores; they are commonly open, one-story, with stores arranged in a single strip, L- or U-shape 15

3. Convenience center: An open shopping center with fewer than half-a-dozen with stores offering day-to-day necessities, such as a min-mart, dry cleaners, wine and bber, video rentals, and the like 4. Enclosed mall: A shopping center entirely inside a roofed structure, so that entrance to the mall is controlled by a limited number of entrances and most stores are accessible only via interior corridors 5. Fashion mall: A shopping center featuring stores that offer stylish clothing, posh merchandise, and quality consumer goods 6. Lifestyle center: Typically, an open-air shopping center or mall whose array of retail outlets (such as women's fashion stores, jewelers, leather goods, and restaurants) are designed to appeal to upscale consumers; lifestyle centers usually include attractive landscaping, fountains, outdoor seating, and other features that encourage browsing 7. Mall: Any large shopping center (usually enclosed) with adjacent parking and out buildings

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8. Outlet (or off-price) mall: A shopping center with national brand-name retailers, factory outlets, or close-out outlets selling discounted merchandise 9. Power mall: A shopping center containing several category-killer stores 10. Regional center: A shopping center with 400,000 to 800,000 square feet GLA, often an enclosed mall, with 40 to 100 stores anchored by one or more department stores 11. Shopping center: A planned group of connected retail stores, usually with an attached parking area, specially developed on a parcel of private property and managed by a single organization 12. Super-regional center: The largest classification of shopping center; it is usually an enclosed mall larger than 800,000 square feet GLA with more than 100 stores, including several department stores 13. Urban mall: Shopping center located within a city, the largest of which may be on several levels with adjacent multi-level parking

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LIST SHOPPING MALLS IN LUDHIANA

1. 2. 3. 4.

Ansal Plaza MBD Mall West End Mall Vishal Mega Mart

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1. ANSAL PLAZA: Finally Ludhiana is all set to get its own share of world class shopping experience in form of ansal plaza Ludhiana. A technological and architecture statement this shopping malls would be a treat to visitors and a real eye opener for the shopping. With its sprawling area it would house world class facilities amenities and brands. Move so it would be a never before experience for the city of Ludhiana. The footfalls would experience top of the line brands go food courts, kid zone health facilities of name of few. Ansal plaza Ludhiana would set a new land mark in the city and would raise the shoppers experience and delight. It is designed to cater to all age growth and shopping cum leisure needs. Be it clothes, accessories leather goods cosmetics lifestyles product fitness equipment or house hold goods it has something for all.

To cater to the taste buds it would take the foot fall or an exquisite culinary crosscountry. All this is backed by ansal years of mall management experience and exposure to selling up the maintaining states of the shopping malls and complexes. Air condition need with ample parking space and kind scarped area it would be a feast to the eyes comes and experience and discover the shopping delight.

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2. MBD MALL : The MBD Group is Indias largest Publishing House with 5 decades of experience. The MBD Group under futuristic vision of Mr. A.K. Malhotra, Chairman and Managing Director, has diversified into various industries including Paper Manufacturing, Hospitality, Real Estate, Mall Development and management eco friendly copier and notebooks and e learning. MBD Group has over 3000 employees, a network of around 1,000 distributors and 10,000 booksellers, across the country. For each literate person, there is an MBD publication. It is the only group which publishes books for all classes, all subjects, in all languages, all educational boards in India and in most of the major languages spoken worldwide. MBD also prints technical books and childrens books under various imprints popular in India as well as abroad. There are more than 8,000 titles currently under The MBD brand and are increasing everyday. The MBD Neopolis houses, The Radisson Hotel MBD, Ludhiana, Owned and managed by The MBD Group and also brags of the best retail and entertainment mix in the city Including brands such as Lifestyle, BIG Cimemas Multiplex, Hypercity , Gigabite food Court, Mac, Ed Hardy FCUK, Calvin Klein , Jack & Jones, Esprit ,Tommy Hilfiger , Nike, , Diesel, Alcott, Louis phillip, Van Heusen , Forest Essentials and many more premium brands The hotel would also house NUOVO, the style district that appeals to the enlightened elite, an indulgently luxurious, sinfully sophisticated space . Created by 20

International designers here the best of labels and their patrons will find a heaven of sartorial extravagances. NUOVO will be the hot spot for the affluent elite of north wanting to savor Luxury retail .The target brands for Nuovo include brands such as Canali, Van Cleef Arpel, Fendi many more.

The next category of mixed-use developments of the Group, The MBD Zephyr , showcases lifestyle, luxury and surprise. Locate at Whitefield Banglore the first project in this category is aimed at redefining luxury and entails Luxury Hotel, Luxury retail and luxury entertainment , high end service apartments and commercial office space. For MBD Zephyr, luxury retail target brands include Channel, Hermes, Gucci, Jimmy Choo, Louis Vuitton, Christian Dior, Escada, Dunhill, Ferragamo and many more. MBD Zephyr with its consultants The Steelman partners , famous for designing some of the best hotels, Resorts and casinos, is targeted at delivering Luxury in every sense of the word with the best brand mix be it hospitality, retail or entertainment and best service design. The Group with its current portfolio of hospitality and mixed-use developments projects in Noida (Delhi NCR), Ludhiana & Jalandhar (Punjab), and Bangalore (Karnataka) has similar plans in Mumbai, Delhi, Chennai, Hyderabad, Greater Noida and Goa.

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The Group is already being recognized as a professional & trend setting Company in India.

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3. WEST END MALL According to Chadha Group, Westend Mall Ludhiana, is going to be one of the finest and most luxurious malls in Punjab. This mall would be constructed with an investment of Rs 90 crore and would cover 2.2 acres. The mall will come up by the end of 2007 opposite Sacred Heart School on Ferozepur Road. It is being developed by A B Motions Private Limited, a concern of the Chadha group. West end Mall will house a four-screen Cineplex with 1,053 seats equipped with the finest facilities. Waves Cinemas, the next level in cinemas, will be the highlight in the mall. The projection system will be from Kinoton, Germany, which is also used by NASA in the United States. The mall will feature sound system by Martin, UK; floors with carpets from Brintons, UK who are the suppliers of carpets to the Buckingham Palace, and a platinum lounge. All in all, a royal luxurious movie viewing experience. The mall will have a double basement parking with drive-in comforts. The estimated footfalls at the mall are expected to be 3.6 million people per annum. Modern escalators and elevators with 100 per cent power supply will be the other attraction. The first floor will boast of mens wear brands. On the second floor, women wear and kids wear will be available. A spa, health club, an entertainment centre for kids and many other attractions will be seen in the mall, said Rajiv Gupta, Chief Executive Officer (CEO) of the Chadha group. Westend Mall will revolutionize the real estate scene and the entertainment field, Major retailers of the country have already booked space in the mall & the mall will also boast of the best of eateries, fast food joints, coffee houses etc. 23

The company has earlier constructed Eastend Mall in Lucknow and Centre stage Mall in Noida. The Noida mall has been awarded as one of the top three malls in India, and the best in northern India. The group plans to develop malls and multiplexes in Jalandhar, Agra, Moradabad, Mohali etc too. 4. THE VISHAL MEGA MART The Vishal group is one of the leading groups in the fields of retailing and water theme park .the Vishal group consists of Vishal retail pvt. Limited and Vishal water word pvt. limited. The directors of the company are Mr. Ram Chandra Agarwal, Mrs. Uma Agarwal and Mr. Surrender Kumar Agarwal. Vishal retail pvt. Ltd is in the business of manufacturing and retailing of repayment garment accessories and also showcases large verities of FMGC product through a chain of 14 self owed stores spread over an area of 185000 sq. ft. in 10 cities across India .we provide employment to more then 1000 employees. Our concept Vishals concept of complete family store is unique in itself because it is one of the first companies to provide high quality garment at affordable prices. It gives value to all age groups, genders and believes in bringing smile on each and every face. Vishal believe in presenting innovative and effective brands creating a whole new segment and most importantly delivery on limited budget. Our brands The company brands are so elegant and appealing that it has made a mark in the market. It has retuned brands like zeppelin, Kitten studio. blues , paranoia ,chlorine ,fizzy babe, 24

jasmine, zero degree, soil, mass bay etc. the company has a wide range of garments for the entire family for all seasons and the products are of good quality and within the reach of common. Our people Our company derives its strength from its talented and hard working staff. Over the years, Vishal has selectively recruited from one of the best fashion and business school of the country to staff its design, merchandising, store management , human resources and finance function and using the best the best it infrastructure and highly qualified professionals.

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CHAPTER II REVIEW OF LITERATURE

Title:

The Shopping Mall High School. Winners and Losers in the Educational Marketplace.
Powell, Arthur G (1985)

Abstract: High schools seek to maximize student holding power providing something for everybody. This shopping mall concept produces schools in which variety, choice, and neutrality are counterproductive for some individuals. To counteract this effect schools need to take risks through greater commitment to individual student development and to higher expectations in the classroom.(MD) John j. Rodriguez (July, 1976) ABSTRACT: The objective of this section is to review literature dealing with suburban shopping center impact on central business districts. The literature reviewed falls in one of two categories. One of these is the overview study which examines the common characteristics of CBD decline in a number of cities. The other type is the case study which looks at one city's problem of CBD decline, the attempts at solving the problem, and the successes and failures of these attempts.

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CHAPTER - III

OBJECTIVES

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1) 2) 3)

To know scope of the shopping malls. To study the consumer making styles in shopping malls. To know the satisfaction level of consumer at shopping malls.

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CHAPTER - IV RESEARCH METHODOLOGY


Definition Methodology is the specification of method of acquiring the information needed to structure or solve the problems at hand i.e. Research Methodology is a way to systematically solve the research problem.

Research Method Data collection format i.e. the questionnaire was designed. modifications, the final format was designed and data collected. After necessary

Data Collection Method Research project is affected very much by data collection method. Reliability of the collected data depends a lot on the method of data collection. The data is collected through: Primary Data Secondary Data

Primary Data For the purpose of collecting primary data, the survey method was used and where this study is mainly based on the primary data. Structured formats were administrated to get first hand information, from the consumers who are associated with the Internet Service Providers.

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Secondary Data Secondary source include the information collected from various books, journals, term paper and research purpose. Internet was also obeying used for collecting the relevant data.

Research Design The research design is the framework for the study that guides the collection and analyzing of the data. So, the fundamental to the success of any formal marketing research project is Sound Research Design, a good method of data collection and analyzing, time required for project and estimate of expenses to be incurred.

Research Type Conclusive research approach has been used in this project i.e. descriptive research through survey method, which aims towards finding new relationships & finding new hypothesis in which the researcher doesnt have control over the variable. Questions asked for the purpose according to the nature and attitude of the respondent. This gives advantage of providing the necessary information rather than the unnecessary details.

Merits of the techniques are as follows Data collected can be analyzed and interpreted very easily because the data is objective in nature and easy to understand. Only the necessary data is collected that are necessary for the study. Data is collected mannerly and is very easy to understand.

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Scaling Scaling describes the procedures of assigning numbers to various degrees of opinion, attitude and other concepts. This can be done in the following ways: Making a judgment about some characteristics of an individual and then placing directly on a scale that has been defined in terms of that characteristic. Constructing questionnaires in such a way that the score of individuals responses assigns him a place on a scale.

Scaling Techniques Summated scale (or Likert-type scale)

Contact Method Direct personal interviews were conducted to collect the information as per the design format. A sample size of 50 was decided upon. Each stratum of respondents was administered separate questionnaires, so as to avoid burdening them with irrelevant questions.

Questionnaire Construction As stated earlier, separate questionnaire were specially designed, keeping the respondents in view, was administers to each of the strata studied. At optimum balance of open ended questions was taken to study the objectives at hand. The closed questions were both multiple choice and dichotomous type.

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Summated scales (Likert-type scales) Summated scales (or Likert-type) are developed by utilizing the item analysis approach where in a particular item is evaluated on the basis of how well it discriminates those persons whose are score is high and those whose score is low. Those items or statements that best meet this sort of discrimination test are included in the final instrument. Thus, summated scales consist of a number of statements, which express either a, favorable or unfavorable attitude towards the given object to which the respondent is asked to react. The respondent indicates his agreement or disagreement with each statement in the instrument. Each response is given a numerical score, indicating its favorableness or unfavourableness, and the scores are totaled to measure the respondents attitude. In other words the overall score represents the respondents position on the continuum of favorableness unfavourableness towards an issue. We find that these five points constitute the scale. At one extreme of the scale there is strong agreement with the given statement at the other, strong disagreement and between them lie intermediates points. We may illustrate this as under: Factor 1 Very Good Factor 2 Good Factor 3 Ok Factor 4 Bad Factor 5 Very Bad 34

Statistical and analysis Tools Various statistical tools and techniques were used for the purpose of analysis and interpretation of the questions, which were asked in the survey including finding percentage, making pie charts; findings mean averages, Likert Scale method etc.

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CHAPTER - V DATA ANALYSIS & INTERPRETATION


1. Shopping Mall is one stop shop.

Options Yes No Total

No. of respondents 27 23 50

% of respondents 54% 46% 100

60% 50% 40% 30% 20% 10% 0% Yes No

27%

23%

From the above graph it is clear that 27% peoples feel Shopping Mall is one stop shop 23% feel Shopping Mall is not one stop shop.

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2. Frequency of you visits shopping malls.

Options Daily Weekly Monthly Occasionally Total

No. of respondents 5 10 22 13 50

% of respondents 10% 20% 44% 26% 100

44%
45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Daily Weekly Monthly Occasionally

26% 20% 10%

From the above graph it is clear the 10% respondents go often for shopping malls monthly, 20% respondents like to shop weekly, 44% like to go shopping monthly and test of 26% respondent go for occasionally. 38

3. Go to shopping malls. Options Actual Shopping Enjoyment Eating Happening Place Window Shopping Status Symbol Total No. of respondents 11 15 14 5 5 0 50 % of respondents 22% 30% 28% 10% 10% 0% 100

30%

30% 28%

25%

22%
20%

15%

10% 10%

10%

5%

0%
0% Actual Enjoyment Shopping Eating Happening Window Place Shopping Status Symbol

Mostly likely 22% of respondents go to shopping malls for actual shopping, 30% respondents go for enjoyment, and 28% of respondents go for eating

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few 10% for of happening place and 10% for window shopping and none for status symbol. 4. Time spend in a Shopping Mall.

Options 1 Hour 2 Hour 3 Hour 4 Hour Total

No. of respondents 24 8 14 4 50

% of respondents 48% 16% 28% 8% 100

50.00% 45.00% 40.00% 35.00% 30.00% 25.00% 20.00% 15.00% 10.00% 5.00% 0.00%

48%

28% 16% 8%

1 Hour

2 Hour 3 Hour

4 Hour

In this question we have used simple percentage method to know the people preference of spending time in shopping malls. 48% of respondents spent 1

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hour in malls, 16% of respondents spend 2 hours, and 28% of respondents spend 3 hours and only 8% spend 4 hours in Shopping Malls.

5. Atmosphere in the Shopping Malls. Options Friendly Air conditioning Informative Attractive infrastructure Total No. of respondents 27 10 9 4 50 % of respondents 54% 20% 18% 8% 100

60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00%

54%

20%

18% 8%

Friendly

Air conditioning

Informative Attractive infrastructure

In the above survey we found that 54% of respondent find friendly atmosphere in the Shopping Malls, 20% of respondents find Air conditioning atmosphere,18%

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of respondents Informative atmosphere and 8% respondents find attractive Infrastructure atmosphere in shopping malls.

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6.

Prefer to buy go to Shopping Malls Options Raw Foods Garments Consumer durable Electronic Footwears Total No. of respondents 11 27 9 2 1 50 % of respondents 22% 54% 18% 4% 2% 100

54% 60.00% 50.00% 40.00% 30.00% 20.00% 10.00% 0.00% Raw Foods Garments Consumer Durable Electronics Footwears

22% 18%

4%

2%

In the above survey we found that 22% of respondents go for raw foods, 54% of respondent go for buying Garments, 18% of respondents go for buying of consumer durables, and 4% of respondents buy Electronic 2% of respondents for Footwears. 43

7. Prefer to visit Mall. Options Colleagues Friend Spouse Alone Total No. of respondents 10 26 11 3 50 % of respondents 20% 52% 22% 6% 100

60%

52%

50%

40%

30%

20%
20%

22%

10%

6%

0% colleagues Friends spouse alone

From the above survey I found that 20% of respondent prefer to visit Mall with Colleagues. 52% are prefer to visit Mall with Friends,22% respondents like to visit with spouse, and 6% are prefer to visit Mall alone. 44

8. Purpose visit mall influence. Options Yes No Total No. of respondents 30 20 50 % of respondents 60% 40% 100

Y es No

From the above survey 60% of respondents are satisfied the purpose with whom they visit malls and 40% of respondents are not satisfied the purpose with whom they visit malls.

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9.

Satisfied the brands available in the Shopping Malls. Options Yes No Total No. of respondents 48 2 50 % of respondents 96% 4% 100

Yes No

For the above survey I have found that 96% of respondent satisfied with the brands available in the Shopping Malls, and 4 % of respondent not satisfied with the brands available in the Shopping Malls.

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10.

Mode of payment used in Shopping Malls. Options Credit Cards Debit Cards Cash Total No. of respondents 13 12 25 50 % of respondents 26% 24% 50% 100

5 0 4 0 3 0 2 0 1 0 0 C redit D ebit C as h

In this question we have used simple percentage method to know the people preference of payment from shopping malls. 26% of respondents making payments through credit card facility, 24% of respondents making payments through Debit cards, and 50% of respondents paying through Cash Payment.

11. Price being charged by these Shopping Malls are 47

Options Very High High Moderate Low Very low Total

No. of respondents 5 12 10 8 5 50

% of respondents 10% 24% 20% 16% 10% 100

25 20 15 10 5 0 V ery hig h% H ig h Moderate L ow V ery low

From the above graph and found that 10% of respondent think that the price charged by shopping mall are very high, 24% respondents that it is high and 10% think that it is moderate, 16% respondents thinking its low, and the remaining 10% think that the price charged by them its very low.

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12. Services provided by these Shopping Mall is Comparison to other stores.

Options Satisfied Neutral Dissatisfied Total

No. of respondents 35 10 5 50

% of respondents 70% 20% 10% 100

S atisfied % Neutral % Diss atisfied %

From the above graph I found that 70% of respondent Satisfied with the service provided by the shopping malls, on this opinion 20 % of respondent remain neutral, and 10% respondents Dissatisfied with the service provided by shopping malls.

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13. Rank (1-10) (1-most preferred; 10-least preferred) the factors that Consider while shopping at Shopping Malls. a. Interior / Exterior c. Services e. Exclusive Range g. Happening palace i. Status Symbol b. Cleanliness d. Safe f. Quality h. Fixed price j. Credit facility

In Ranking of Factors of shopping malls We ranking the factors in above ranking..we can rank Services to 1 s t number due to good services, and exclusive Range in ranked on 2 n d position of ranking due to wider range of availability of things, and Quality on 3 r d Rank due to a large kind of available quality products. 4 t h ranking is for fixed price because many stores have fixed prices,5 t h ranking is for Credit faculty because many modes of payment like credit/debit card and cash etc, 6 t h ranking used for safety of malls like with Security and CCTV cams, 7 t h ranking is for Cleanliness because Malls are more cleans then other normal shops, 8 t h ranking for Interior/exterior designs , 9 t h ranking for happening Place and 10 t h for status symbol.

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14. Satisfaction level for the factors in Shopping Malls. .

Options

High Satisfied 60% 70% 50% 65% 40%

Satisfied

Neutral

High Dissatisfied 10% 5% 5% 3% 15%

Dissatisfied

Brand availability One stop shop Accessibility of Malls Friendliness of staff Entertainment

15% 10% 30% 25% 20%

5% 10% 10% 5% 15%

10% 5% 5% 2% 10%

In Above ranking Table we can see this the respondents likes brand availability and One stop Shop , more than 50% high satisfied from the services of accessibility of malls, friendliness of staff and entertainment, and more peoples r satisfied with the services of malls , 5-10% range of respondents are neutral about the survey. And 5-10% is dissatisfied about the services in ranking table.

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15 . Future of shopping Malls in Ludhiana city.

Options Very Successful Successful Moderate Declining Cant Say Total


5 0 4 5 4 0 3 5 3 0 2 5 2 0 1 5 1 0 5 0

No. of respondents 26 15 5 3 1 50

% of respondents 46% 30% 10% 6% 2% 100

verysuccesfull succ esfull Modera te m odira te ca n't sa y

From the survey of malls in above graph I found that 46% of respondent think the future of shopping Malls in Ludhiana city is very Successful,30% think its successful, 10% thinking the future of malls is moderated, and 2% respondent says that they cant say anything about the future of shopping Malls in Ludhiana city .

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LIMITATIONS

1. The market is too vast and it is not possible to cover each and every shopping mall in the available span of time. 2. This study is based upon already established shopping malls which are less in Ludhiana. 3. The survey was restricted to Ludhiana and as such results cannot be generalized. 4. Bias on the part of respondents to provide the information. 5. Time factor puts hindrance in survey.

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CHAPTER - VI SUGGESTIONS & CONCLUSION


SUGGESTIONS

1) 2) 3) 4)

Shopping malls should advertise more to attract the peoples of the city. The price range should be affordable which attracts everybody. The discount stores in shopping malls should also be opened. The location of shopping malls should be in center of the city so that every customer could approach easily. CONCLUSION Shopping malls are not well established in Ludhiana city. It is becoming day by day a recognized and profitable field. After the competition of market study, I have come to know major factor as discussed below.

1.

It is found that the scope of the shopping malls in Ludhiana is higher because in Ludhiana consumer goes for shopping on monthly basis.

2. 3. 4.

Most of the consumers like to buy from the shopping malls. Factors affecting the consumer for shopping are range, status and quality. The entire respondents were aware about the operational as well as potential shopping malls in Ludhiana

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BIBLIOGRAPHY

Kothary CR, Research Methodology. Kotler Philip, Marketing Management.

www.dogpile.com www.google.com www.ansalpalaza.com www.omaxe.com

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Questionnaire
Name Age Gender Occupation Income 1. Do you feel Shopping Mall is one stop shop? a. Yes b. No

2. How often do you visit Shopping malls? a. Daily c. Monthly 3. Why do you go to Shopping Malls? a. Actual Shopping c. Eating e. Window shopping b. Enjoyment d. Happening place f. Status symbol b. Weekly d. Occasionally

4. How much time you spend in a Shopping Mall? a. 1 hour c. 3 hours b.2 hours d.4 hours or above

5. What kind of atmosphere you find in the Shopping Malls? a. Friendly c. Informative b. Air conditioning d. Attractive infrastructure 60

6. What do you prefer to buy when you go to Shopping Malls? a. Garments c. Consumer durable e. Footwears 7. With whom you prefer to visit Mall? a. Friend c. Spouse b. Colleagues d. Alone b. Raw foods d. Electronic

8. Does the purpose with whom you visit mall influence you? a. Yes b. No

9. Are you satisfied with the brands which are available in the Shopping Malls? a. Yes b. No

10. What type of mode of payment you used in Shopping Malls? a. Credit Cards c. Cash b. Debit Cards d. All of above

11. What you think price being charged by these Shopping Malls are a. Very High c. Moderate e. Very Low 12. What do you think about the services provided by these Shopping Mall in comparison to other stores? a. Satisfied b. Neutral c. Dissatisfied 61 b. High d. Low

13. Please rank (1-10) (1-most preferred; 10-least preferred) the following factors that You consider while shopping at Shopping Malls? a. Interior / Exterior c. Services e. Exclusive Range g. Happening palace i. Status Symbol b. Cleanliness d. Safe f. Quality h. Fixed price j. Credit facility

14. Rate your satisfaction level for the following factors in Shopping Malls.

Options

High Satisfied

Satisfied

Neutral

High Dissatisfied

Dissatisfied

Brand availability One stop shop Accessibility of Malls Friendliness of staff Entertainment

15. What do you think the future of shopping Malls in Ludhiana city? a. Very Successful c. Moderate e.Can not say Suggestions 62 b.Succesful d. Declining

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