Professional Documents
Culture Documents
A special gratitude we give to Dr. Subrat Sahu, Ph. D, whose contribution in stimulating
suggestions and encouragement, helped us to coordinate our research especially in writing
this report. We are also thankful to the management of School of Petroleum Management,
Pandit Deendayal Petroleum University, Gandhinagar, for kindly granting us permission to
undertake our research.
We would like to express our deepest appreciation to all those who provided us the
possibility to complete this report. We would also like to thank and express our sense of
gratitude to all those respondents who gave their valuable time in responding to our
questions.
We are grateful to our family members for their constant encouragement and support during
this project.
Abstract
In our research project we have attempted to provide an in-depth understanding of the various
factors that contribute to successful shopping mall management. Our research is based on the
Quantitative research methodology. Based on secondary sources of similar research projects
undertaken by other market researchers, we identified variables and factors that are pivotal to
our study.
The first step involved in our research is Data Collection based on the questionnaire-survey
technique. A pilot project was first undertaken and based on it, we added some more
questions into our questionnaire that would help understand the specifics concerning our
research. A sample size of 68 has been taken. Descriptive Research is the methodology of
research type that we have undertaken. The crude data that we obtained was edited and coded
and an in-depth analysis of our data was undertaken by means of the SPSS software. The
interpretation of our result has been included.
Our research results will enable investors and managers to understand the various nuances
and factors that should be taken into consideration when they manage malls. The products
and service expectation that consumers possess from a particular mall are very detrimental to
a malls fate.
Table of Content
1. Introduction and Motivation
04
06
3. Background
07
07
3.2. Hypothesis
08
4. Research Design
09
09
09
09
10
6. Conclusion
17
References
18
Annexure
1. Questionnaire
2. Factor Correlation Matrix
Research Objectives:
Research Questions:
1. What are the prime factors that set apart successful malls from unsuccessful ones?
2. Do present facilities provided by successful malls guarantee future success too?
Background
Literature Review
(Srivastava, 2012)
The consumer perception on shopping malls is segregated based on whether they have a
utilitarian or hedonic view. The utilitarian view seeks reduced needs satisfaction over states
of deprivation. The hedonic view desires for satisfaction of senses surpassing those of basic
needs e.g. gratification, laughter, quest for novelty etc. The basic understanding of these 2
views has helped deduce some concrete factors that have a direct impact of successful mall
management.
Utilitarian views:- (R.K.Shrivastava, 2008)
Consumers may be attracted to a particular shopping centre because of the existence of
special store that appeals to them. Anchor shops have a huge consumer drawing power, in
case of consumers with a utilitarian view. Non-anchor shops also have an impact over these
consumers buying behaviour nut to a lesser extent.
Comparative shopping is also an important aspect ruling utilitarian buying. Small gift shops,
music stores, supermarkets etc. facilitate comparative buying. A cluster/agglomerate of such
speciality stores has a direct relationship with consumer attractiveness. To reduce the time
and cost related to travelling consumers may want to shop from these clusters of shops.
Hedonic benefits:Researchers may be so absorbed in understanding consumer buying patterns that the
emotional experiences a consumer my have during shopping may not be given much priority
in terms of research and understanding Shopping may be done for emotional and
experimental reasons. To capitalize on these aspects, mall managers may organize events
preluding to a grand opening or launch of a new shop etc. Malls have been known to provide
an atmosphere of climatic control, serenity and comfort from the outside traffic and noise.
Some shoppers may be interested in seeing new items and learning about new trends;
others may go shopping in their leisure time . Malls provide for rich experiences of social
experience. (M.J.Arnold, 2003)
Consumer Shopping trends in malls in India:- (P.sinha, 2003)
With 1.2 billion people in India, the mall business has tremendous potential. Many new malls
have opened up in India providing a rich consumer buying experience. Researchers have been
exploring the consumer visit to malls based on shopping style orientations. shopper boredom
which encourages out-shopping, sustainability of shopping malls in India, in context of Gen
Y, shopper attributes and retail format, and consumer decision making styles. These re the
areas of research currently going on in India, however, a lot remains to be done in this regard.
Research Hypothesis:
1. H0 Location is a significant factor that leads to the success of any mall.
H1 Location is not a significant factor that leads towards success.
2. H0 Parking facility leads a mall towards success.
H1 Parking is not an important for the success of mall.
3. H0 Infrastructure is an important factor for any successful mall.
H1 Infrastructure is not so important for the success of a mall.
4. H0 Availability of multiple products and services under one roof is one factor that
leads towards success.
H1- Availability of multiple products and services under one roof is not important for
Successful mall
5. H0 Security factor is also an important for success.
H1 Security factor is not an important for success.
Research Design:
This research methodology includes 4 steps. In first step we identify the various factors
related to successful mall using literature review and pilot study. In second step we develop
an instrument for data collection tool. Then in next step we interpret and analyse the data
using appropriate statistical tool. In last stage we validate the model as an outcome of an
analysis.
In this research we use three types of research study-exploratory and descriptive. Exploratory
is use for finding out the factors that affect the successful mall from the pilot study and the
literature review. Descriptive research is used to know the consumers perception and their
view on that factors.
Data Collection: Primary data has been collected by survey method using structured
questionnaires from mall customer to study the perception on various factors, numeric
comparative scale is used. Secondary data is collected has been collected from Google, mall
websites, available etc.
Sampling design:
Target population:
Mall- in our study our population is all the successful mall which is exists for at least 1 year.
Shopper Age between 18- 60 years, visits malls at least once a month a resident of
Ahmedabad or Gandhinager for more than 1 year
Sampling Unit
A mall in Ahmedabad and Gandhinager
Shopper who visits a mall
Sample Size
Number of Shoppers selected from each mall (A) = 20
Number of malls selected (B) = 03
Number of respondent from Mall = 60
Number of respondent from Online survey = 8
Hence total number of shoppers selected for the survey (35 x 03) =68
Sampling technique
For selecting the malls, cluster sampling followed by convenience sampling has been used.
Systematic sampling was employed for selecting the respondent. More than 50 respondents
have been selected for the survey. Respondents have been surveyed using Time location
cluster sampling technique. This is necessitated by the fact that most of the malls have
different respondent segments visiting at different times. For examples housewives visit the
malls mostly between 11.00am to 3.00pm, students from 4.00pm to 7.00pm and families
from 7.00pm to 10.00pm.Similarly different locations in a mall are visited by different
segments. For example, grocery area is visited by mostly middle age people, movies again by
families, music shops by the young.
9
With the sample of over 68 respondents around 26 % were female and 75 % were male.
The respondents age varying from 20 to 30 years were 64.71 % , between 30-50 years were
23.53% and above 50 were 11.76%.
10
This question is asked to get the information related to how often people visit the mall with
different purpose. Out of the 68 respondent 55.88% means almost half of the people visit
weekly and 33.82% people visit monthly and rest 10.29% visit 5-8 times in a year.
11
This question is get to know the information related to hoe many people prefer products
(apparels, electronics, gifts) or services (saloon, gaming, food). Out of 68 respondent 55.88%
people are go for products while 44.12% people are go for services.
This question is get to how the income of respondent because it is directly proportional their
spending on shopping. Out of 68 respondent 40.30% people are student so they dont have
earning, while 6% people have their income between 50,000-1, 00,000. 9% people have their
income between 100000-200000, while 31.34% people have their income in 2,00,0005,00,000 and 13.34% people have their income more than 5,00,000.
12
This question is get to know that people are willing to go how much far for their shopping in
malls. Out of 68 respondents 29.41% people are willing to go 0-2 km while 33.82% people
are willing to go up to 2-4 km while 20.59% people are willing to go 4-10 km and 16.18%
people are willing to go more than 10km for their shopping.
13
The data is collected in the form of score on five point Likert type scale through individual
interview using a questionnaire from 70 respondents. The collected data from the
questionnaires were filter out for missing values, duplication and other anomalies, finally 172
data points were used for the analysis. Based on the value of the Kaiser-Meyer-Olkin
Measure of Sampling Adequacy (KMO = 0.541) and chi-square value of the Bartletts test of
Sphericity (Chi-sq = 350.9 with degree of freedom = 171), which shows the degree of
common variance among the variables, Factor analysis technique is undertaken to explain the
covariance relationships among the factors for choosing the mall.
KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
Bartlett's Test of Sphericity
Initial
.541
Approx. Chi-Square
350.914
Df
171
Sig.
.000
Component
Extraction
1
Shopping
1.000
.515
Dinning
1.000
.543
shopping
.644
.103
.299
Movies
1.000
.393
dinning
.125
.342
.641
Gaming
1.000
.315
movies
.162
.581
.171
Hangout
1.000
.250
gaming
-.205
.492
.175
Apparel
1.000
.476
hangout
-.238
.356
-.258
Electronics
1.000
.490
apparel
.510
.321
-.335
supermarket
1.000
.327
electronics
.044
.688
-.119
Giftshop
1.000
.401
supermarket
.560
-.057
.100
Foodcourt
1.000
.645
giftshop
.186
.470
.381
Cinema
1.000
.400
foodcourt
-.310
.391
.629
Gamezone
1.000
.457
cinema
.162
.611
.014
Ambience
1.000
.663
gamezone
-.106
.666
.056
Infra
1.000
.356
ambience
.756
-.016
-.303
Parking
1.000
.100
Infra
.596
.010
.028
Location
1.000
.349
Parking
.206
.003
.241
no of shops
1.000
.393
Location
.570
-.009
.157
no of shops
.504
.120
.353
1.000
.314
public transport
.368
.422
-.004
1.000
.378
Security
.096
-.159
.586
public
transport
Security
Component Analysis.
14
For our research, 19 factors have been found to enrich the consumer shopping experience.
These 19 factors have been reduced to 3 parent factors between which all 19 factors have
been divided.
This parent factor can be called:
Factor 1
Factor 2
Factor 3
Factor 1:Service atmosphere and physical evidence are an established part of the marketing strategy.
Consumers wish to shop in a pleasant atmosphere. Factor 1 may be one factor for attracting
consumers. The items located in this factor with their factor loadings are shopping(0.644),
apparel( 0.51), ambience(0.56), supermarket( 0.756), infra( 0.596), location(0.57)
and no of shops(0.504). Indian Consumers visit malls just because they may be getting
good infrastructure, ambience and many brands under one roof which increases their
shopping experience.
Factor 2:The second factor which attract the customers are entertainment. the items included in second
factor are movies(0.581), gaming(0.492), hangout(0,356), electronics(0.688), gift
shop(0.47), cinema(0.611), game zone(0.666) and public transport(0.422). From this it
can be inferred that consumers visiting malls for movies also want other hedonic experiences
like gaming, buying electronic items, gifting, and visiting cinemas.
Factor 3:Factors included in factor 3 include dining(0.641), food court visits(0.691),
parking(0.241) and security (0.586). It can be explained that consumers coming to malls
for a dining experience expect a good parking facility and a good security cover.
Hypothesis test:
One-Sample Statistics
N
Mean
Std. Deviation
Parking
68
3.765
1.1345
.1376
Ambience
68
3.750
1.1509
.1396
Infra
68
4.162
.9402
.1140
Location
68
4.206
.9706
.1177
no of shops
68
3.912
1.1811
.1432
public transport
68
3.162
1.1921
.1446
Security
68
3.882
1.1658
.1414
15
One-Sample Test
Test Value = 4
95% Confidence Interval of the
Difference
t
df
Sig. (2-tailed)
Mean Difference
Lower
Upper
parking
-1.710
67
.092
-.2353
-.510
.039
ambience
-1.791
67
.078
-.2500
-.529
.029
infra
1.419
67
.161
.1618
-.066
.389
location
1.749
67
.085
.2059
-.029
.441
no of shops
-.616
67
.540
-.0882
-.374
.198
-5.798
67
.000
-.8382
-1.127
-.550
-.832
67
.408
-.1176
-.400
.165
public transport
security
For our research we test various hypothesis using the t-test and based on their results we
judge whether the factor really affect the success of mall or not. For our research hypothesis
we decided 95% confidence level which means our = 0.05
First hypothesis for our research is parking affect the success of a mall. P-tab for this
hypothesis is 0.092. Which means that null hypothesis is accepted. So, we say that parking is
one factor that affects the successful mall.
Second hypothesis for our research is infrastructure of mall is one factor that affects the mall.
P tab for this hypothesis is 0.161. So, null hypothesis is accepted and we can say that
infrastructure affect the success of mall.
Third hypothesis is location play important role in success of any mall. P-tab for this
hypothesis is 0.085 which means our null hypothesis is accepted. It is one factor that affects
the success of any mall.
Fourth hypothesis is no. of shops leads to success of mall P-tab of this factor is 0.54 which
means null hypothesis is accepted and we say that it play important role in success of mall.
Fifth hypothesis is security affect the success P-tab is 0.408 which means null hypothesis is
accepted and it became one factor for success.
Last hypothesis is public transport necessary for success of mall. P-tab is 0.00 means null
hypothesis is rejected and it not play any role in success of any mall.
16
Conclusion
Our research on the essentials of successful mall management was carried out and with its
analysis we were able to deduce certain pivotal reasons that affect consumer shopping
experience and have a direct relationship with consumer expectations for a good shopping
experience. There were 19 important factors in all which were reduced to 3 parent factors
comprising of all 19 sub-factors i.e. super-markets, food court and location of the malls. In
factor 1, super-market, factor 2: electronics and in factor 3: dining were found to be of
highest priority expectations from mall service providers which directly impact its success.
Product diversity and service diversity were found to be of equal importance for consumers.
Demographic profiles of consumers included the young population i.e. 20-30 were more
predominantly frequent visitors of malls. Their frequency of visiting was found to be on a
weekly basis.
All but one of our null hypotheses was supported. Public Transportation was not regarded as
a requisite that determined for a good shopping experience and hence its alternative
hypothesis was found to be true.
From our research we were also able to determine that wife services and mobile transaction
services were also on the consumers list of expectations.
Limitations:
Our main limitation is sample size. We only examine 70 respondents which may not
cover all the population.
Our survey was carried out in only Ahmedabad area which is not applicable in other
region of Gujarat.
We are not able to cover all the demographic group due to less sample size which is
one of the limitation of this research.
17
References
M.J.Arnold. (2003). Hedonic shopping motivations. Journel of Retailing, 75-79.
P.sinha. (2003). Shopping Orientation in the Evolving Indian Market. Vikpla Vol.28, 132-133.
R.K.Shrivastava. (2008). Changing retail scene in india". International Journal of Retail & Distribution
Management, 714-721.
Srivastava, R. (2012). MALL MOTIVATIONS IN INDIA. The International Journal of Social Science, 86.
18
o
o
Male
Female
2) Occupation of Respondent
o
o
o
o
o
o
Govt. Employee
Bussinesman
Private Employee
Housewife
Student
Other
o
o
o
o
o
None
100000- 200000
200000-500000
Above 500000
50000- 100000
19
30-50
>50
20-30
o
o
o
Monthly
Weekly
o
o
Product Diversity
Service Diversity
Shopping
Dining
Movies
Gaming
Hangout
20
8) Please Rate the Following qualities in terms of their importance of choosing the mall where
1 equals to not at all important and 5 equals very importance.
Ambience
Infrastructure
Parking
Location
Number of shops
Public Transport
Security
9) How much cash on an average do you spend during a single visit to a mall?
o Less
than 500
o 500-2000
10)
On a scale of 1 to 5 rate your preference of shop you frequently visit in the
mall?(where 1 equals to not at all importance and 5 equals to very importance
Apparels
Electronics
SuperMarket
Gift shops
Food court
Cinema
Gaming
21
11) How far is the mall that you visit frequently, from your residence?(in KM)
2-4
0-2
>10
4-10
o Yes
o No
22
shopping
dinning
movies
gaming
hangout
apparel
1.000
.253
.367
-.014
-.140
.397
dinning
.253
1.000
.244
.322
-.025
.068
movies
.367
.244
1.000
.181
.074
.104
gaming
-.014
.322
.181
1.000
.001
.116
hangout
-.140
-.025
.074
.001
1.000
.002
apparel
.397
.068
.104
.116
.002
1.000
-.081
.128
.162
.259
.243
.258
supermarket
.183
.094
.026
-.221
-.229
.131
giftshop
.256
.359
.291
.116
.001
.239
-.028
.442
.209
.205
.015
-.315
cinema
.104
.050
.507
.090
.173
.078
gamezone
.088
.138
.267
.428
.095
.181
ambience
.275
-.050
-.008
.007
-.247
.432
infra
.367
.107
.106
-.097
-.044
.105
parking
.185
.034
.066
.101
-.110
.071
location
.353
.040
.027
-.182
.050
.176
no of shops
.340
.357
.158
-.062
-.062
.042
public transport
.118
.311
.237
.085
.071
.154
security
.187
.173
-.067
.154
-.087
-.054
electronics
foodcourt
23
electronics
Correlation
shopping
supermarket
giftshop
foodcourt
cinema
-.081
.183
.256
-.028
.104
dinning
.128
.094
.359
.442
.050
movies
.162
.026
.291
.209
.507
gaming
.259
-.221
.116
.205
.090
hangout
.243
-.229
.001
.015
.173
apparel
.258
.131
.239
-.315
.078
1.000
.036
.272
.292
.279
supermarket
.036
1.000
.128
-.014
.048
giftshop
.272
.128
1.000
.311
.281
foodcourt
.292
-.014
.311
1.000
.250
cinema
.279
.048
.281
.250
1.000
gamezone
.357
-.024
.201
.260
.279
ambience
.119
.277
-.109
-.370
.055
infra
.045
.211
.106
-.082
.192
parking
.110
.107
-.025
.009
.106
location
.058
.325
.197
.000
.181
no of shops
.111
.301
.214
.080
.138
public transport
.250
.245
.168
.029
.228
-.077
-.069
.088
.100
-.062
electronics
security
24
gamezone
Correlation
ambience
infra
parking
location
no of shops
shopping
.088
.275
.367
.185
.353
.340
dinning
.138
-.050
.107
.034
.040
.357
movies
.267
-.008
.106
.066
.027
.158
gaming
.428
.007
-.097
.101
-.182
-.062
hangout
.095
-.247
-.044
-.110
.050
-.062
apparel
.181
.432
.105
.071
.176
.042
electronics
.357
.119
.045
.110
.058
.111
-.024
.277
.211
.107
.325
.301
giftshop
.201
-.109
.106
-.025
.197
.214
foodcourt
.260
-.370
-.082
.009
.000
.080
cinema
.279
.055
.192
.106
.181
.138
gamezone
1.000
-.093
-.103
.053
-.060
.063
ambience
-.093
1.000
.438
.160
.287
.258
infra
-.103
.438
1.000
-.076
.225
.322
parking
.053
.160
-.076
1.000
.221
-.071
location
-.060
.287
.225
.221
1.000
.198
no of shops
.063
.258
.322
-.071
.198
1.000
public transport
.172
.324
.083
.062
.126
.243
security
.016
-.011
.031
.362
.180
.133
supermarket
25
public transport
Correlation
security
shopping
.118
.187
dinning
.311
.173
movies
.237
-.067
gaming
.085
.154
hangout
.071
-.087
apparel
.154
-.054
electronics
.250
-.077
supermarket
.245
-.069
giftshop
.168
.088
foodcourt
.029
.100
cinema
.228
-.062
gamezone
.172
.016
ambience
.324
-.011
infra
.083
.031
parking
.062
.362
location
.126
.180
no of shops
.243
.133
public transport
1.000
-.018
security
-.018
1.000
26